You graduated at the Academy of Fine Arts in Venice (Italy) and "Made in Italy" already created a brand awareness in the field of goldsmiths, while Slovenia is not there yet. How do you approach building that kind of story in Slovenia?

Slovenia is still a young country with a lack of recognisable worldwide identity. It is difficult to speak about this. I've been trying to build my brand story gradually by introducing symbols and elements typical of Slovenia and the wider Balkans region into contemporary jewelry. In creating my jewelry collections, I combine art, fashion and design.

Neža Žehelj jewelry is made of very precious materials, gems and stones, where the goldsmith tradition intervene modern art inspired by the nature.

What inspires you the most when creating jewelry? Can you share some moments, places, situations when you get inspired?

Nature is always full of surprises and inspiration in sense of design and color. I definitely take elements from it, but also from everyday city life. On the street, I observe the personal style of people walking by. Architecture, streets, graffiti or very random stuff, such as abandoned houses and decaying walls, are also inspiring to me. I absorb these things on a daily basis. Sometimes I just feel kind of ecstatic in big cities. As much as I love it, I can also get overloaded easily.

The other part of my research is more rational and demanding. I choose historical art books (jewelry, painting, fashion), go to museums, or observe pieces of antique jewellery at a friend's place. That stirs my imagination too.

One of your latest collections - Monstera collection is inspired by tropical plant and the rainforest. What are the main characteristics of the pieces in the collection and how the market perceived this exotic spirit?

The main characteristics are simplicity and minimalism. Leaf motives in jewelry can easily become very kitschy. I was searching for a simple, yet strong and refined shape. The exotic theme has been "in" for some time, so the market welcomed it with interest and curiosity. As my country is very green, I try to make some parallels with the flora and fauna. There is also another dimension to Monstera - it reminded me about the socialist era when it was common to have this plant in the apartment or at the office.

Metals are also the most common materials for creating 3D printed jewelry. What are your thoughts about this technique?

3D printed jewelry production can be very precise and fast. However, such jewelry loses personality and the warmth of human touch. I prefer perfection in imperfection that you get with handmade jewelry.

What are the sales channels of Neža Žehelj jewelry? Do you create any special shopping experience?

I sell my jewelry via my own online store www.neza-zehelj.com as well as in galleries, design shops, and fairs. My new Neža Žehelj Jewelry studio in Tobačna Ljubljana will definitely enhance the customers' experience this October.

What is your future vision of Neža Žehelj jewelry?

The vision is that Neža Žehelj becomes a recognisable global brand name known by its unique designs and quality jewelry. I also have a vision to collaborate with some established names in the fashion industry who are sustainable and contributing to society.