Mihaela Pop, a former lawyer, has built ZIZZOU into a recognized jewelry brand in Romania, blending traditional crafts with contemporary designs while facing challenges in the artisan market.
Mihaela Pop, the co-founder of ZIZZOU, has transformed her life and career from a practicing lawyer to a jewelry designer uniquely capturing the essence of tradition through contemporary craftsmanship. Located in Romania, ZIZZOU specializes in handcrafted porcelain and metal jewelry, earning acclaim within the burgeoning jewelry market that balances heritage with modernity.
In an interview with Business Review, Pop recounted the origins of her journey into jewelry design, which began three years ago. “Craftsmanship and jewelry found me, rather than the other way around,” she stated. Her decision to delve into this artistic realm was heavily influenced by her previous work advocating for traditional artisans in Romania. Through her role as a lawyer, she recognized the pressing need to preserve artisanal skills that were at risk of fading away. The first step along her creative path was enrolling in a ceramics course, where she discovered a profound peace in shaping clay.
Over time, Pop’s family became involved, with her husband, Paul, and daughter, Anna, joining her in the workshop to learn and contribute to the craft. Their collaborative effort has been instrumental in realizing ZIZZOU’s mission, which goes beyond mere jewelry creation to encompass the crafting of unique ceramic stoneware, celebrated by local cafe culture.
Participating in fairs and exhibitions is a cornerstone of ZIZZOU’s sales strategy, allowing them to make organic connections with customers and showcase their creations in a tactile environment. Pop emphasized, “There’s nothing like face-to-face interaction—being able to tell the story behind our creative process while people can see and touch our pieces.” The direct engagement fosters a deeper appreciation for the jewelry and the craftsmanship involved. However, she noted that the selection of these fairs is critical, leading ZIZZOU to prefer niche events focused on authentic artistry rather than mass production.
Pop identified three significant challenges they face in the fair circuit: unfair competition from vendors offering mass-produced items, the need for customer education about the value of handcrafted goods, and rising production costs that impact consumer spending habits. Unfair competition is particularly troublesome, as it often leads to a general devaluation of handcrafted items. She mentioned, “Visitors then expect lower prices and don’t always understand why handmade pieces cost more.”
In terms of trends, Pop indicated a growing preference for minimalist jewelry that is versatile and affordable, with customers increasingly exploring personalization through their selections. Unique aspects of ZIZZOU’s work include a commitment to sustainable practices and incorporating a mix of modern aesthetics with traditional techniques. Each piece created under the ZIZZOU name is entirely handcrafted, ensuring uniqueness and quality that distinguishes them in the marketplace.
As for determining pricing, Pop expressed the complexities involved, highlighting the necessity of covering production costs while remaining accessible to customers. This delicate balance is pivotal for sustaining the business, especially as economic factors impact consumer purchasing power.
Additionally, the M?r?i?or season, which celebrates spring and renewal in Romania, proved to be a lucrative time for ZIZZOU, overshadowing even the holiday season in sales. By marrying traditional M?r?i?or symbols with contemporary designs, ZIZZOU has captured the interest of consumers looking for meaningful gifts during this period.
Pop notes that educating consumers about the artistry behind handmade jewelry compared to mass-produced alternatives is an ongoing effort, facilitated through direct dialogue at fairs and enhanced by social media platforms. She concluded, “Customer education is crucial and challenging. Fairs provide an ideal setting for this, allowing us to share the creative process firsthand.”
With the growing interest in individuality and sustainable practices in the jewelry market, ZIZZOU stands at the intersection of tradition and innovation, reflecting a movement toward more meaningful consumer choices in Romania’s artisan landscape.
Source: Noah Wire Services
