Bibi van der Velden: Twenty Years of Creativity

20 years in the jewelry industry. How has your approach and vision evolved over the years?
Twenty years in the jewelry industry have been an incredible journey of learning, growth and self-discovery. In the beginning, my approach was driven by pure passion and intuition. Over time, it has been refined by experience, a deeper understanding of craftsmanship and a constant awareness of the world around me. My perspective has evolved from focusing solely on aesthetics to incorporating ethical considerations, sustainable practices and a greater desire to create pieces with lasting value and meaning. I am now more attracted to pieces that have a positive story and that can hold a place in the hearts of those who choose them for years to come.

Let’s consider the pieces that have shaped the brand's identity on this long journey: the Alligator collection. Can we call it a “hero piece”?
Absolutely. Its bold design, meticulous craftsmanship and the use of unexpected materials, such as mammoth, really captured my unique vision. The Alligator collection was not just a popular line, it became a symbol of my commitment to creating jewelry that tells a story. It has undoubtedly helped to enhance the visibility of the brand, cementing its reputation on the luxury jewelry market. It has been a topic of conversation and a clear demonstration of my artistic direction inspired by Mother Nature, helping to attract a clientele that has always appreciated craftsmanship and originality.

What does the alligator represent?
A fascinating blend of strength, resilience and primordial beauty. It is a creature that has thrived for millions of years, adapting and surviving. As for the jewelry, the alligator embodies my desire to create pieces that are both powerful and beautiful with a touch of the unexpected. The alligator somehow speaks to my vision of transforming raw and natural elements into art. Jewelry that tells a story of survival, adaptation and the enduring power of nature.

Folly, courage, boldness, confidence, irony... What levers have defined your creativity? Will there be any more in the future?
I think a combination of courage, audacity and irony have been the key factors in my creativity. It takes courage to step outside the traditional canons of jewelry, audacity to experiment with unconventional materials and shapes, and a pinch of irony to create pieces that upend expectations. In the future, I would like to explore the lever of “collaboration” more fully. With artisans from different cultures and disciplines, it could bring new perspectives and help create even more meaningful and impactful designs that reflect a global interconnectedness.

What would you like to see in the future of jewelry?
A greater emphasis on sustainability, ethical sourcing and transparency. I hope to see a shift away from mass production towards more handcrafted and customized pieces that celebrate individuality and manual skills. I imagine jewelry will become increasingly integrated with technology, perhaps with embedded sensors or interactive elements, but always with the aim of enhancing the wearer's experience and connecting them to the story behind the piece. Ultimately, I hope jewelry becomes a way to express our values, connect with our heritage and have a positive impact on the world.

Diamond Alligator bracelets and ring, Diamond collection.

Alligator Ear Hugger, Mammoth Alligator Twist earrings in gold, Mammoth tusk

Diamond Alligator Twist ring from the new Diamond collection.

Mammoth tusk and tsavorites, Alligator Wrap ring.