Interview to Claudia Piaserico, Misis Chief designer

When what we are passionate about becomes art. Interview of Claudia Piaserico, Creative Director of Misis.

By Maria Elena Bonacini

A game that becomes a world, a collection born practically by chance which evolves and transforms until it gives form to a world of shapes, colors and ideas. All the nature of Claudia Piaserico goes into the Misis creations. By nature we mean the flora and fauna that are at the center of each piece—the nature of an elegant, lovely woman just like her butterflies, but also determined to always look beyond the horizon towards new challenges.

Claudia, how do Misis jewels come to life?

Misis jewels spring from a game, spontaneously. I studied law, but I didn't like working as a lawyer, so I started this job hoping that I'd find my identity along the way. At that time Misis was very different compared to today; it sold unbranded silver products to wholesalers. One day I met a really talented model designer and started to think about what I wanted for myself, about what I'd like to wear on different occasions. So I tried creating accessories for myself. In 2002 we took those pieces to the trade fair. People really liked them and bought them. That's how I began discovering a creative streak that I never thought I had, and what started as playing around making jewelry became my job. This year, Misis will have been in business for 30 years. On its journey, in 2008, it revamped its look and the sample collection, becoming a real genuine brand.

How do you create your jewels?

I am my first customer. I experience the creation of the jewels first-hand. I perceive the trends in the different areas—that means not just in the world of fashion, but including the style that you take in anywhere and everywhere. That means in clothing, communication, design, the entire spectrum. This is what I convey in the jewels that I create. So I am really a centralizer and I don't let anyone else interfere, also because this is the very core of the brand's identity. There is continuity in the style because it comes from one individual. Later the contribution of other professionals is also fundamental, of talented model designers. Otherwise, it's like having a mind but no arm, and your concept lies idle.

How much of Claudia is in Misis jewels?

Besides the influence of trends, my jewels are closely linked to my personality, what I like and my mood. I tend to be a romantic, rather than being gritty or aggressive, and this goes back to the world of flowers and nature, to a feminine, graceful style. Jewelry is also a snapshot of moments in life, like those of the sea – a love that my father passed on to us – or our travels with the City Hall collection, or indeed the very essence of nature.

One of the main themes is in fact nature. Does it have particular meanings?

Jewels are also a way of experiencing what is around you in a different way. It's like saying "I wear nature", to the point that today our payoff is "Live your nature", which means "interpret yourself through nature". It means seek the shapes in nature that suit you best, experience them and wear them, interpreting them in your own way. It's no coincidence that our target clientele goes from 30 to 80 years old. In nature—and in our jewel collection—you can find everything. The hard part is interpreting it in an original way, not being banal. I used enamel as the distinctive part of the product, because it helps you render this nature in a three-dimensional, true way. Color is essential. We have a really talented partner. Enameling is done in Italy, artistically and by hand. No one could imitate it on an industrial scale.

The sea, which is one of your favorite subjects, has very broad horizons.

Yes, the sea gives the sense of constant discovery, depths which you can't reach, of mystery. It makes you think that there could be something more than what you've already seen. The sea is everywhere. It conveys peace and serenity; it is related to vacations, of the good times in life. To me the sea means tranquility and rest. It opens your mind. My most creative moments are precisely when I am in certain environments. And among our collections, the best-selling one is precisely a sea ring.

Is there a jewel you feel particularly fond of?

Yes, the earrings that go with the ring I just mentioned. First of all, because it was the cornerstone of the sea collection, the first real sea of Misis; and second of all because right off the bat we didn't sell a single piece. Everyone misrepresented and belittled them, so we decided to take them out of production. All of a sudden, a great Italian designer ordered them for twelve models on board his yacht. That moment marked a turnaround in the trend. If he liked them, why get rid of them? We brought them back the following season, and together with the ring they have become our number one best seller. I have grown fond of them because this means that although you may stumble starting out it doesn't mean that you won't eventually succeed. I see my work through this lens as well. Even earlier on there was the butterfly, which was my life. When I started out I was a lawyer, then I was reborn in a totally different role. The butterfly is light and lovely, light in her way of facing life with a smile, and lovely because she gives off elegance.

There is a lot of Claudia in the jewels, so you aren't thinking of designing for men?

I imagine the jewels on me or my friends. I like a clean man. My husband and my son don't wear jewels. I've been asked, I tried, but it's not my thing. If my brother were to discover an artistic spirit within him, maybe he could create the men's line.

There are also dreams beyond the horizon. What is yours?

My dream is the "Misis world", developing women's' accessories. We want to venture into a world in expansion little by little. We are also structuring our Misis brand-only stores this way. They aren't jewelry stores, but rather sitting rooms where you can find everything with a certain style. Today the jewel, the scarf and the purse, tomorrow the accessory for your home, the ideal gift for your kids, for the cats and dogs, which are a whole other world to be explored. I believe in drawing inspiration from all types of sources, in working with other companies to create alternative products and distribute them together in alternative ways. I believe that this is the recipe for leaving the beaten—and narrow—path. The consumer is a step ahead of us in this area. If you show up in places where people wouldn't expect you to, then it's more likely you'll be noticed.

Are you also considering fashion?

We are lucky enough to have a figured product; the patterns on our scarves depict environments that are the natural home to the animals of our jewels. So they are about to be printed on upholstery, costumes, dressing gowns, robes, silks…

Should we look out for a Misis fashion show?

That would be a dream come true. And we are already getting to that point, because besides the industry trade fairs, this year we went down the runway for the first time in New York during Bridal Week, with all our collections. Next year we will be in the L.A. Fashion Show in Los Angeles, paired with other brands for now. Let's hope for the best…

So...Misis and the City?

That would be great. Really a dream come true. After all, if you don't have dreams you don't achieve anything. And a creative mind without dreams is a contradiction in terms.

Read the Interview to Alberto Piaserico
Ceo of Misis