Founded in 2012 by French designer Maëlle De la Forge luxury jewelry brand De La Forge was established upon the designer’s interest in complete opposites. Balancing perfectly between modernity and tradition, her collections are the outcome of the merge between rural and industrial inspiration, and are crafted entirely in France using both historical European and revolutionary techniques. Read on as Maëlle explains how her rural upbringing has shaped the inspiration for her collections, and trying to make it within the highly-competitive jewelry industry.
What drew you to jewelry?
Initially it is the need of expression. I always put the ideas inside my head together by drawing. Overtime, I was able to understand the boundaries of drawing, and move from the outlines to an actual object. When this item is worn, it’s like an extension of the wearer. Following this approach, the idea of designing jewelry was quite an obvious path. I try to create jewelry out of time, which tell a different story to each person. It all comes to down to the desire to create a piece as a genuine accessory of identity.
What is your background and how has it been contributing to your inspiration?
It begins in the fields, where I grew up. I have always been fascinated with the nature that surrounds me, even within the urban bustle. I keep a foot in both worlds; it is this paradoxical balance that nourishes, inspires me, and keeps me standing.
Your love for nature is a theme that underpins your latest collections. Tell us a few words about this.
I remain strongly influenced from the environment I grew up in: nature. I am fascinated by its visual rhythm, textures and volumes. It is a language on its own, an emotion I impregnate myself with, and try to transcribe through my creations. For my latest collection “Mineral Garden,” I reflected on the relationship, the link and the poetry between the rural and urban landscape. This collection is more architectural; it is a new playground and inspiration.
Is there a particular jewelry trend you would never follow in?
No. I think we should remain open to all possibilities, and not put up barriers. Never say never; it is too definitive.
What has been the biggest risk you ever took with a design?
I think the biggest risk I take when designing is not following trends established over the seasons. I just follow my instincts at risk of running against the current, but that’s what I love – not necessarily being where one expects to find me.
What is your design philosophy?
I create my collections very intuitively; I am guided by my instincts and experiences. I’d like to tell a story according to which each piece is built progressively following a dialog between patterns, volumes and materials. I guess being self-taught gives me a new vision of jewelry unfettered by technical difficulties. I do not put up barriers to creativity or make concessions! Finding technical solutions to review what I put on paper is often a challenge for me, but I like it. This is also why I work closely with my artisans to develop new proprietary technologies.
What is the most challenging part of running a jewelry business today?
Make your brand known; exist among the multitude of already existing brands, and make the world take notice of your difference.
Your brand is only a few years old. Is there something you wish you knew when you started?
I think that sometimes ignorance is the best ally of the action, but I’ve learnt so much since the beginning of my brand.
What is your vision for the future of the brand?
To conquer the world!
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Images De La Forge
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