Shops We Love: Handmade Jewelry by Anna-Rosa Moschouti

  • Brett
  • May 10, 2017

There are a handful of amazing artists that have stayed on my radar for the past 7 years or so. They’re the kind of artist that keep creating beautiful collections that highlight their skill and future-forward thinking. Such is the case with Anna-Rosa Moschouti. Her previous collection, known as myLifebox, was a favorite of mine and has now been renamed and refreshed. This collection of stunning and modern handmade jewelry now bears her name and this is a good thing: Anna-Rosa deserves to have a sense of pride about her work. It’s outstanding.

I recently has the opportunity to interview her and to discover her thinking process behind the brand refresh and to discuss the future of her brand. Enjoy the interview and please do the right thing: check out this gorgeous collection for yourself. I think they’d look great in the IAMTHELAB Style shop, don’t you?

Shops We Love: Handmade Jewelry by Anna-Rosa MoschoutiShops We Love: Handmade Jewelry by Anna-Rosa Moschouti

Tell us about your rebranding. What motivated you to make the change?
Well, I’ve been making jewelry for almost 4 years now, but it is only the last 6 months that I’ve been fully committed to my brand. It all started when I was still an architecture student and I was exploring all different ways of making things. I was very fascinated by the various materials and techniques we were being taught, but I felt I was missing something more tangible. That need was initially translated into a DIY blog which I ran on the side for quite some time and that blog allowed me to experiment with jewelry making as well. Back then it felt only logical to name my jewelry line after my blog, i.e. myLifebox. It was still an extension of my experimentation after all.

As the years passed, my love for jewelry making grew and last summer I found myself quitting my, so called, dream architectural job in order to pursue my passion for jewelry full time. The fact that i was now fully devoted in one thing made things a bit more challenging and personal. The word myLifebox didn’t make sense any more. My new customers didn’t relate to it and frankly I felt I was missing a deeper connection with them. Putting my name “on the wall” comes from my desire to build a stronger and more transparent relationship with my customers. I want them to know who is behind their jewelry.

Shops We Love: Handmade Jewelry by Anna-Rosa Moschouti

The word myLifebox didn’t make sense any more. My new customers didn’t relate to it and frankly I felt I was missing a deeper connection with them. Putting my name “on the wall” comes from my desire to build a stronger and more transparent relationship with my customers. I want them to know who is behind their jewelry.

Shops We Love: Handmade Jewelry by Anna-Rosa Moschouti

About the brand

AR.M ANNA ROSA MOSCHOUTI is a fresh brand that believes that minimalists can make a statement too. Focusing on the importance of thoughtful design, responsible sourcing and honesty, we offer a well crafted collection of contemporary accessories. All of the products are carefully constructed in our studio in Antwerp by Anna Rosa herself and her skilled team.

We believe in producing and consuming thoughtfully, therefore we source our materials from small businesses located in Belgium, the Netherlands or Greece, and we always buy in small batches in order to reduce unnecessary waste.

We believe that each handcrafted product holds a piece of its maker’s story. That’s why we truly cherish the production procedure. We strive to keep our working environment nice, to work under good conditions and to allow time for our designs to be made properly – so that you can wear them longer.
We cherish simplicity, but we believe that simplicity doesn’t equal ordinary.

Shops We Love: Handmade Jewelry by Anna-Rosa MoschoutiShops We Love: Handmade Jewelry by Anna-Rosa MoschoutiShops We Love: Handmade Jewelry by Anna-Rosa Moschouti

How has embracing your personal identity as a brand affected you as a maker?
It has affected me a lot in the sense that everything is more personal now. I feel I have a greater responsibility towards my customers, the environment and the world in general.
With the re-branding I established a new, more transparent strategy that highlights the importance of responsible production. Minimum waste, material sourcing from small, local businesses and quality craftsmanship.

Putting your name out there means that you become your work. And I don’t want to be related to anything of low-quality. It also means that any failures or rejections get more personal too. But that’s a price I’m willing to pay, because at the end of the day I feel that we live in an era that transparency and honesty are very much needed and appreciated by the right people.

You have some fantastic new pieces. What was the inspiration?
Well thank you 🙂 My basic goal was to embrace the materials I love and have been working with for so many years, explore a few new techniques and at the end of the day step out of my comfort zone. I used to design new pieces every now and then and just add them to the existing collection. This time I sat down and worked towards creating a cohesive collection, with a clear style.
Color-wise I thought it would be a good opportunity to explore new palettes. Nude-pink-beige-light gray with a few brighter accents.

Shape-wise the circle is quite dominant throughout the whole collection. I also added square steel tubes to mix it a bit. But the key was using simple, basic shapes with a twist. A bit more tribal but in a softer way.

Shops We Love: Handmade Jewelry by Anna-Rosa Moschouti

Putting your name out there means that you become your work. And I don’t want to be related to anything of low-quality. It also means that any failures or rejections get more personal too. But that’s a price I’m willing to pay, because at the end of the day I feel that we live in an era that transparency and honesty are very much needed and appreciated by the right people.

Shops We Love: Handmade Jewelry by Anna-Rosa Moschouti

About the designer

Three years ago, Anna Rosa Moschouti was studying architecture in Greece, dreaming of becoming a successful architect. Little did she know that two years later she would quit her dream job as an architect in the Netherlands, in order to fully pursue her side-job of making statement jewelry.

myLifebox, her first jewelry line, was born out of her desire to turn raw, non-precious materials, into striking accessories. With her mother being a stylish and talented interior designer, it was inevitable to avoid growing a soft spot for contemporary design and fashion. However she wouldn’t fully embrace her fascination in the field until she’d move to Antwerp; a city widely known for its fashion and jewelry industry.

Studying architecture gave her all the necessary tools to explore her aesthetics and design skills; she got in touch with technologies such as parametric design, laser cutting & 3D printing, things that highlighted even more her need to use her hands instead of a computer and she discovered her big love for good craftsmanship.
In 2017 Anna Rosa deemed it is time to take a more professional turn by establishing her eponymous brand under which she explores in greater depth her connection with her craft and the fashion industry.

Her new brand, AR.M ANNA ROSA MOSCHOUTI, comes from a more empowered and confident place. She envisions to offer a great variety of everyday design jewelry and accessories, while putting her architectural signature more evidently in her work.

Shops We Love: Handmade Jewelry by Anna-Rosa MoschoutiShops We Love: Handmade Jewelry by Anna-Rosa Moschouti

What’s on the horizon for your brand and designs?
My goal is to build a strong team who loves good craftsmanship and design. I want to keep the production in house and always have an eye of everything that is going to our customers. For me quality is of outmost importance and I’m not willing to sacrifice that.

Regarding my designs, I want to always learn new things and explore new techniques. I will soon launch a small collection of brass and steel earrings, which is quite new for me. I been also working on the FW17 collection already, which hopefully will receive as much love as the last one. I’m planning a couple of exhibitions this fall, which are quite hectic to organize.
All in all, the horizon is full of work and challenges that are waiting to be tackled. 🙂 But I’m excited to see where all this will take me and my brand.

Anna-Rosa Moschouti
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