SIERAAD 2010

SIERAAD Art Fair: the high point of jewellery art.
On the international scene Dutch jewellery design scores remarkably high. Our country has some acknowledged artistic talents and new names are added to the list every year. This is interesting because in this country jewellery is not our prime concern; our way of dressing can hardly be called exuberant and the art and development of jewellery is not a daily news item. How high the standard of jewellery art actually is, will become clear from Thursday, November 4th through Sunday, November 7th. During those days Dutch and international jewellery artists are the stars at SIERAAD Art Fair, which will be held in the Gashouder on the Amsterdam Westergasterrein. 


A meeting with young talent, some top names and unique design.
Noblesse oblige. Our country with its many talented and renowned jewellery designers also boasts an exceptional jewellery event. Every year in November jewellery designers from about 30 countries come to Amsterdam to present themselves to the public. SIERAAD Art Fair offers a tremendous platform for young talented people on the threshold of their careers as well as for established names who already have their exhibitions in prominent galleries. 
New this year is a presentation of Dutch top talent under the name ‘INSPIRATIONS’. Every year will see a presentation by a number of renowned artists in the field of ‘auteursieraden’, which will focus on how each artist has broadened and developed his art within a specific theme.
Much more than trends, the authentic imagery of each artist forms a detailed vision which is translated into a piece of jewellery. For some the impact of human intervention in nature plays a central role, for others the inexhaustible wealth of representation of the ornament, the power of memories and the past that is gone. Such as Evert Nijland, Willemijn de Greef, Hilde De Decker, Terhi Tolvanen. 

INSPIRATOR for INSPIRATION: Inspirator and organisation; Matthijs Windhausen, Goldmine Art Productions, matthijs.windhausen@gmail.com together with SIERAAD Art Fair.

SIERAAD Art Fair invites you to view the expressive power of the works of art and to meet the nominees and winners of the biennial design contest New Traditional Jewellery will also be present on the first day of the fair.


See, feel and experience.
SIERAAD Art fair is a mixture between a shop window and an art gallery, but without windowpanes or show cases forming barriers. Art, in jewellery and accessories, must be experienced, touched and tried on. A lot of jewellery tells a story or has a special background. All objects at the fair are physically within reach of the visitors and the designers provide their personal explanation. An added advantage is that an object selected can be purchased directly from the designers, without a middleman in the form of a gallery or jeweller. Around half of the 220 jewellery artists participating in SIERAAD Art Fair come from abroad. A number of first-time participants come from Israel, Japan, Spain, Italy and there is a sizeable delegation from the United Kingdom and Germany. Idar Oberstein, the mecca of gem stones, will be present with a colourful palette of gems. It is noteworthy that the more traditional precious metals and stones seem to go through a period of revival. Next to creative and totally new materials we find exciting new shapes and applications in gold and silver. 

True Colours:

The theme of SIERAAD Art Fair is “True Colours”, literally meaning ‘real colours’, but also ‘showing your colours’, showing your true nature. It was the starting point for the design contest New Traditional Jewellery. This assignment turned out to be an inspiring encouragement for 300 international jewellery designers. Entries were received from 34 countries, among which Finland, Iraq, Australia and Chile. The members of the jury, among whom a teacher of design, a jewellery designer, an academic, a curator and a fashion designer, have judged the entries, each from their own background.

New Traditional Jewellery is a bridge between new and old, historical and/or ethnographic jewellery. The double meaning of the theme ‘True Colours’ can clearly be seen in the exuberant use of colour, but also in an enormous symbolism and ethnic diversity. According to the jury the overall picture is a beautiful reflection of contemporary jewellery design.

56 designs have been nominated which will be on show at SIERAAD Art Fair. From these, 3 winners have been selected, all of them active as professional jewellery designer. Moreover, two students will receive a prize.
The winners (1 from Holland) will be announced by Aziz Bekkaoui (member of the jury) and mrs. Maya Meijer and they will be honoured during the official opening of SIERAAD Art Fair on Thursday, November 4th at 17.00 hours. 

No rules, no limits.

Mathematical shapes, wilting flowers, two and three dimensional objects, wire structures, amulets, shapes and colours from nature. For young talented people the sky is the limit. Full of creativity they explore the boundaries of what is possible and make unique artistic creations. These too will find a place at SIERAAd Art Fair. This year there will be 25 percent more talented young people than in 2009.

Students of design at art academies, also from Germany and Finland, will be able to present themselves and their ideas to visitors of the art fair. SIERAAD Art Fair is leg-up to a successful professional career. 

Information SIERAAD Art Fair 

* SIERAAD International Jewellery Art Fair will be open on Thursday, November 4th from 14.00 to 21.00 hours. On Friday 5, Saturday 6 and Sunday 7 November the opening hours are from 11.00 to 18.00 hours.

* Admission is € 12.50 per person; seniors and CJP holders pay €10.00; no charge for children up to the age of 12 (accompanied by an adult)

* Tickets can be purchased at the cash desk or in advance via www.sieraadartfair.nl

*In the adjacent Westergasterras lunch and dinner specials are available on a daily basis for visitors to SIERAAD Art Fair.

* At the fair purchases can be made and paid for using various systems of payment.

* Parking is possible in the nearby Parking Westersluis or in the immediate surroundings. There is disabled parking on the premises.

Organisation

EMB & B Art Events & Foundation Art in Business & New Traditional Jewellery
Astrid Berens & Maarten Bodt
Leersumseberg 28
3825 EC Amersfoort, The Netherlands

Telephone : 00 31 (0)33 4337009
Fax: : 00 31 (0)33 4766296
Mobile : 0031 (0) 6 53 39 36 26 

Activities

The exhibition of entries for the international design contest New Traditional Jewellery, which is part of the SIERAAD fair, is literally and figuratively its heart.

THEME INTERNATIONAL DESIGN CONTEST AND EXHIBITION IN 2010: TRUE COLOURS

Starting with the fourth edition, New Traditional Jewellery (NTJ) will become a biennial event.

The three preceding editions of this international design contest and the ensuing travelling exhibitions have been proof of the success of this project and its right to exist. The quality requirements as to the nature and scope of and entries for the event are becoming increasingly strict. In order to meet these requirements in a professional manner NTJ will become a biennial design contest.

The next edition will be in 2010. For the design contest and exhibition 2010 the technical jury of New Traditional Jewellery (NTJ) has chosen the theme ‘True Colours’ because literally as well as figuratively this theme offers considerable scope for inspiration.