There is something truly wonderful about translating the power of storytelling into beautiful pieces of bespoke, wearable art that connect on a deeply personal level with the person commissioning it. Amy Sinovich is an incredibly talented South African jewellery designer that is one such storyteller par excellence. Every unique handcrafted piece she creates from precious metals and semi-precious stones tells its own story, inspired by nature, poetry and the life of the person for whom it is made.
LoA spoke to Amy Sinovich this month as part of our ongoing focus on Africa’s most inspirational and unique designers, to find out more about her work and her inspiration.
Tell us a little more about your company and your work
Resonate by amy designs and manufactures bespoke jewellery. I am inspired by the beauty of nature, poetry and illustration, and each piece tells a unique story. All pieces are hand-made using precious metals and semi-precious stones. Resonate by amy produces a standard range but I also love designing custom pieces for clients that express their own personal stories. My aim is to create beautiful, wearable art with which people can connect.
"My aim is to create beautiful, wearable art with which people can connect."
What inspired you to start your company?
After high school I attended the University of Johannesburg where I completed a BA degree in Audiovisual Communications. I then moved down to Cape Town where I did work experience and freelance projects for a couple of years. During this time, I attended creative workshops and courses in photography, painting and printmaking. In 2009, I attended the Design Indaba where I met the ladies from Firepetals and Frieda Luhl, and when I found out that they taught jewellery classes, I was eager to sign up. After a couple of months of classes, I knew that I wanted to pursue jewellery as a full-time profession, and so I applied to the Ruth Prowse School of Art. I graduated in 2012 and I was selected to exhibit as part of the Emerging Creatives programme of Design Indaba 2013. This was a great platform as it allowed me the opportunity to showcase my work to a wide audience, and the positive reaction I received encouraged me to launch my own business. As I only started making jewellery in my mid-twenties, I felt I had already developed a strong design aesthetic and I felt ready to take the risk of starting my own range.
"Being a creative entrepreneur comes with many challenges but it also allows for constant growth and learning which I find very fulfilling."
What is unique about your work?
My jewellery has a narrative, playful style and each piece is hand-made and unique. I only work with quality materials - each piece is made using precious metals, mostly sterling silver, and all the gemstones I use are semi-precious. I really enjoy creating custom pieces for clients - it's very rewarding to be able to listen to a client’s likes and requests and then to be able to translate these into wearable pieces with which they connect.
Tell us a little about your team
Resonate by amy is currently a one-woman business.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
I was raised in a household where creativity and entrepreneurship were very much encouraged. My mother ran her own business making ceramics and teaching art classes, and my father turned his fresh fish shop into a chain of restaurants. As a child I loved making objects by hand - when I was in grade two, I made little bunny pom-poms which I sold to my classmates just before Easter. The bunnies were just the first of many creative business pursuits that I followed as a child. Growing up I was exposed to both the positive and negative aspects of starting and running a business - my parents taught me a lot and they were very supportive of me starting my own business without interfering.
"I believe that creative businesses should be allowed to grow and develop organically."
- Amy Sinovich @Resonatebyamy
What are your future plans and aspirations for your company?
I believe that creative businesses should be allowed to grow and develop organically. I enjoy attending workshops, conferences and talks that help to broaden my business, my creative knowledge and skills. My goal is to keep learning and growing. I am currently developing my new website that will have an online shop as I believe e-commerce is a great tool for small businesses. In time, as my business grows, I would love to provide employment and skills development opportunities.
What gives you the most satisfaction being an entrepreneur?
Being a creative entrepreneur comes with many challenges but it also allows for constant growth and learning which I find very fulfilling. For me, the most satisfying part of my job is being able to make a piece of jewellery which a client will truly treasure. I always feel so honoured to be able to make custom pieces such as wedding and engagement rings or graduation gifts.
What's the biggest piece of advice you can give to other women looking to start-up?
Trust the process and be prepared to keep learning! There is no set formula to starting a business and no two businesses will ever be the same, so my advice is trust your instincts and make decisions based on what feels right for you and your business, not based on what other people are doing.
Contact or follow Resonate by amy
Email Address: email@example.com
Why LoA Loves It....
There is something very special about owning a piece of jewellery that is both unique and also has a wonderful story attached to it. Amy Sinovich raises the art of African storytelling to a whole new level through her beautiful hand-crafted pieces of jewellery. At LoA, we have fallen in love with her wonderful ‘tree cuffs’ that are both gorgeous to look at, whilst at the same time providing an evocative connection with nature through words and design. Amy’s pieces are timeless, aesthetically beautiful and inspirational. --- Melanie Hawken, founder and editor-in-chief of Lionesses of Africa