Jonathan Ho: One of the things I’m working on is developing and designing the stand for the magazine. It’s free to take – but how do you actually attract people to look at it, pick it up, and, through that, discover the festival?
When I talk to people in theatre, directors, stylists, and mention jewellery or tell them about the festival, they’re like: “Oh my god, I didn’t know this existed!”. There’s clearly an interest and a market for it; it just isn’t being marketed to a broad audience yet.
I studied Contextual Design in Eindhoven, where the focus is on how you frame or design around a context. The programme was originally founded by Gijs Bakker. From the very beginning, I was fascinated by the question of how we can sell. I’ve done my fair share of markets and fairs, and while it’s great to show off your stuff, as a maker, you ultimately want to make a sale.
In the Netherlands, people have money to spend, but they’re not going to spend it just like that. There needs to be a story, a narrative, or a concept that goes with the product. This kind of journey or exploration, getting to meet the makers – I think people are excited by that. They don’t necessarily buy a piece of jewellery because they want jewellery; they buy it because of an experience.
There’s also an emerging market among young women who are interested, but not necessarily in the story. For them, it’s more about the vibe – an aesthetic or attitude they connect with, or a kind of person they aspire to be. More often than not, they buy from someone who looks like them.
For me, it’s about networking and connecting people. Ultimately, it’s about getting everyone together.
JH: It’s really about building strong creative collaborations across different industries – that’s what I hope to get most out of it. I think as creatives, we’re in this strange time where many of us feel a bit isolated, and it often seems like everyone else is doing better than we are. Bringing people together – to share experiences, clients, or even just connections through referrals and word of mouth – feels incredibly valuable.
For me, it’s about networking and connecting people. Ultimately, it’s about getting everyone together.
JH: I’m all about food, so if you’re after a light, tangy, and affordable savoury snack for the road, Salsa Shop sells a bag of tortilla chips that you can pair with one of their salsas — all for under three euros!
This interview is part of the OBSESSED! Jewellery Festival series, featuring members of the OBSESSED! Work Group who have been activating their jewellery and design communities throughout the festival.
For more information about the festival, visit obsessedwithjewellery.com.
