The first time I took my post as Head for Design and Development, I remembered it to be quite a painful, emotional roller coaster for me. Though it helped that most of my designer-colleagues had worked with me with a previous employer, still, the idea that they now report to me for design approval is quite daunting.
As a designer myself, I really believe in my heart that each designer thinks that their design is the best there is. And because art is highly relative, I must agree to this. What looks good with one might not look good with another. One’s trash is another’s treasure.
It is in this realm of so much relativity that I tread with great care. As Head of Design of a commercial fashion jewelry company, I look at designs not just in terms of creative expression but in consideration of more practical parameters—cost, materials, color relevance for the season, time and the capability to be mass produced --- in short, marketability and viability of the product.
Much like giving birth, each new design creation shows the same promise and potential of a newborn child. Hence, it is quite devastating that a design, one labored for several weeks, land in the “not approve for development” section. The bearer of the news and verdict, I, becomes instantly unpopular. I am just glad that except for dagger-looks and a few episodes of cold war, those were just the extent that the embattled designer had gone through.
Now I understand why it is not surprising at all that a lot of politicians are not keen in pointing out the mistakes and failures of their constituents especially when election time is coming. As the famous Beatle’s song goes, “honesty is such a lonely word”. With my post, I deal with honestly more often that it is for my own good.
Seeing the dwindling number of friends at work due to rejections of designs, I came up with the idea of vetting designs. What we basically do is for the designers to lay out on the table the first piece they make in a collection. They must not name who made the collection. This first piece is then presented to every member of the design team where each one would make his or her comments and suggestions.
Prior to the vetting, certain rules are put into place. Comments must not be personal but must only pertain to the design or the piece presented. Comments must be constructive and must be aimed at improving the product. Price will also be determined at this stage and everyone must assess if the product can be sold based on its price. If the price is too high, we then replace some of the expensive materials or tweak the design a bit to bring down the cost. The mathematics involved in computing the price is simple but to analyze how a design positions itself in the market is not.
I used to dread having to reject or alter someone else’s design. My comments, no matter how well crafted, are always viewed as a personal rejection. With group vetting, however, everyone has the chance to say something including the designer himself or herself. Thus, it becomes a much healthier exercise for the group. It definitely fosters cooperation as there had been times when 2 or 3 designers collaborate on a design. This collaborative work has also determined and made use of what each designer is really good at.
One designer for instance is really good at combining colors. I have observed that even prior to the vetting, the other designers would defer to this designer to assess the palette of the newly developed piece. What used to be me, mine, and myself way of doing things has now become all and everyone’s masterpiece.
Indeed this strategy has worked so well that this is now our standard protocol.
A lot of people has approached and asked me what our secret is for our fashion jewelry line to thrive despite the economic crisis. Well, there’s really no single formula but product design definitely contributes much. I am just so blessed to be part of a team of designers who individually possesses innate outstanding creative talents that when put together produces meaningful, relevant, and world-class designs. To me, that’s the Designer synergy at its best!
Photo Credits: Cave Woman; Wired Ring; Hammered Cuff; Copper Disc Earrings
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