Astrid Berens

SIERAAD Art Fair, international jewellery design fair


SIERAAD Art Fair, international jewellery design fair

The fair for jewellery designers to sell and show their work
November 4-7, 2010
Amsterdam, NL

Location: Amsterdam
Members: 24
Latest Activity: Jan 10, 2015


SIERAAD Art Fair is

a very special fair, where artists from all over the world sell their jewellery in person to the public.


SIERAAD Art Fair presents

that unique, personal and hand-crafted piece of jewellery. The emphasis lies on art jewellery where creative ideas are set in materials like rubber, textile, photographs, plastics, wood or ceramics, but also in silver and gold. At the same time, the classical goldsmith’s trade is also represented.

Artists from all corners of the world and the up-and-coming talent from international academies provide an exciting display which will be hard to find elsewhere.


SIERAAD Art Fair puts

you in contact with the artist and people appreciate this personal contact. You listen to the story of the maker and, as the wearer, you can add your own story. It is in this respect that SIERAAD Art Fair stands out among the usual fairs with gallery presentations.


SIERAAD Art Fair started out

in 2002 as an independent event in an indoor tennis court in Enschede, while in 2003 and 2004 it participated in Art Twente. Since designers as well as the public felt the need for a platform for jewellery art Astrid Berens and Maarten Bodt organised a specialised fair in the RAI. This year SIERAAD Art Fair celebrates its tenth anniversary in the Amsterdam Gashouder, a perfect location which turns into an great treasure chest during the fair.


SIERAAD Art Fair is growing

In 2001, 20 jewellery artists participated in the fair, this year there will be 150 artists from more than 10 different countries. Last year well over 6500 people visited the fair. Each year more sales are registered, 2010 showed a growth percentage of 19%. It turns out that after the fair many participants also realize commissions and sales during the rest of the year. SIERAAD Art Fair is growing into an international attraction. Last year no less than 15% of the public came from abroad.


SIERAAD Art Fair is

for everyone who wears jewellery or gives it as a present. Jewellery is linked with life. You wear it on your skin and it is connected with personal memories. A unique hand-crafted piece of jewellery adds another dimension. The price should not be an obstacle, for there is jewellery to suit all purses. You can easily buy something unusual for a few quid.

SIERAAD Art Fair is a meeting point for professionals who wish to orientate themselves to the latest trends: international jewellery designers, students from the academies, jewellery galleries, people from the fashion world and trend watchers.

SIERAAD Art Fair is a mecca for collectors. Because of their practical size these miniature sculptures are attractive to collect and prices are relatively low. As yet, for now that jewellery is emancipating into art, auction firms are also getting interested in this niche market.


SIERAAD Art Fair wants

to generate enthusiasm about contemporary art jewellery with a greater public. Jewellery design is flourishing and Holland plays a pioneering role in this. Next to the expensive jewellery usually bought at a jeweller’s and the mass-produced fashion accessories, a new genre has come into being since the sixties: one of a kind art jewellery. Unfortunately, this is not yet generally known.


SIERAAD Art Fair stimulates

Jewellery artists rent a stand where they can sell their work straight to the public. SIERAAD Art Fair wants to contribute to the income situation of the makers and in doing so stimulate the development of the discipline. Young starters can participate with a so-called ‘chair stand’, a small conspicuous exhibition space with a low rent.



  • SIERAAD Art Fair wants to generate enthusiasm with a greater public about contemporary one of a kind art jewellery and promote its sale. The number of jewellery collectors is small. The greater public has not yet discovered art jewellery. Personal contact with the artists is the magic formula. Artists relate their ideas and sometimes demonstrate the effect a piece of jewellery can have, and this appeals to people. At SIERAAD Art Fair you hear the story of the maker. The person wearing the jewellery can add his own story.


  • SIERAAD Art Fair stimulates the cultural entrepreneurship of the artists. The makers can sell their work straight to the public without having to pay a percentage to a gallery. This is important, now that subsidies for artists are being cut back. The fair contributes to the income situation of the jewellery artists and in doing so boosts the development of the discipline.


SIERAAD Art Fair broadens

Jewellery art is put into perspective in various exhibitions. Each year since 2006 SIERAAD Art Fair has organized an international design contest, New Traditional Jewellery, with a topical theme as its basis, e.g. Tradition and Revival,  Mourning Jewellery, True Colours, the meaning of Intimacy, Symbols of Faith. The best entries are shown during the fair in an exhibition which subsequently tours several museums. This means that a greater public is reached.


SIERAAD Art Fair works in conjunction 

with other parties whose aim it is to promote jewellery art. E.g. in cooperation with AVRO and Premsela preparations are underway for a TV programme “Makers and Wearers” in which people will relate what wearing and collecting jewellery means to them.


SIERAAD Art Fair arouses interest

A number of events and performances accompany the fair.




People wear jewellery for very different reasons – from habit or from a form of self- respect, when one has to dress for a certain occasion, but also in memory of a beautiful moment or a certain person. Jewellery is also worn simply because one is happy to be alive, from the need for something new and in anticipation of things to come. Just as people wear jewellery for different reasons, they also differ in taste and physical appearance. Some people can spend more money on jewellery than others. But where is a contemporary selection to be found that, as far as diversity is concerned, surpasses all other forms of presentations in the way of ideas, materials and price range?

SIERAAD was set up in 2001 as a platform for people who have chosen a fantastic profession in which they can realize all their ideas but who, being self- employed, have only limited possibilities to put their work on the market. The need for such a platform is apparent from the growing number of participants from many different countries who would like to present themselves. This year the work of independent jewellery designers from more than ten countries will be on show. The direct confrontation with the public does not only serve a necessary, economic purpose – it may also result in some feedback regarding the content of their work, which in turn may lead to new developments.
Realizing this edition of SIERAAD Art Fair means that the ideal form of the fair has been realized at the same time. With its characteristic outline and beautiful open space the former gasholder on the premises of the Amsterdam WesterGasfabriek is the right spot with the right atmosphere. The location is spacious enough to create an individual place for each designer while still maintaining the coherence. The fair displays jewellery in all its manifestations and furthermore, presents a small number of goldsmiths that design silver plate.

What goes for vases or paintings goes for jewellery as well - enough is never really enough. Obligations and restrictions are self-imposed values. What really matters is the joy that can be experienced from a work of art. Apart from the wealth of forms and colours, what is especially important are the associations one may have with it and the way one can live with it. That is why the fair is just as interesting for people who seldom buy jewellery as for collectors of these items of cultural significance. Unique objects in a variety of price ranges are to be found here as well as jewellery made in small numbers.
By means of a few centrally located presentations the range of the concept ’jewellery’ is shown. This year it will be an exhibition in which jewellery designers write history, entitled “Medieval Mystery solved”. Jewellery can also symbolize loss and sorrow, which becomes clear from the impact of “Bomb Wreck Jewellery”. As organisers of this fair, Astrid Berens and Maarten Bodt are aware that an increase in new talent is crucial for the profession of jewellery design. Therefore, this year they offer space to students of the section Jewellery & Product Design of the College of Arts in Maastricht. Using new computer technology jewellery designers associated with the Formativ from Düsseldorf make unexpected possibilities and jewellery tailored to the individual visible and tangible. For those who want to increase their knowledge about jewellery there will also be a stand with books on this subject.
In short, everybody can find something to his liking on this edition of SIERAAD Art Fair, if only, for starters, a personal remembrance of this confrontation with the many-sidedness of contemporary jewellery.
Marjan Unger, art historian and publicist.

SIERAAD, International Jewellery design Art Fair,
This platform provides an opportunity for minor, independent artists to become less dependent on third parties. The platforms and their resulting activities also contribute to the objective of SIERAAD to give jewellery as wearable objets d’art a prominent place in the history of art and culture.

SIERAAD is the international platform for contemporary jewellery artists.
As a platform SIERAAD shows the choice of the artists and tries to bring about a ‘perfect match’ between the ideas of the artist and the way in which the customer wants to express himself through jewellery. More than ever, jewellery has become a personal expression of the ideas of artist and wearer.
SIERAAD is a logical continuation of vocational training colleges, academies and polytechnics.
SIERAAD offers jewellery artists a chance of entering into a dialogue with a very wide public. Both at home and abroad SIERAAD organizes platforms where contemporary jewellery artists may expand their market for products and ideas.

Current situation:
• Increasingly, people want to express their individuality and personality, and they are prepared to go a long way to achieve this.
• A growing interest in and larger budgets for individual and unique pieces of jewellery.
• The art of jewellery is on the eve of the development which the applied arts in Holland have already seen. Dutch design: the rise of Droog Design, Moooi and the Eindhoven Design Academy. The art of jewellery is taking the next step in the value chain: from craftsmanship to art.
• enables jewellery designers to be self-supporting.
• creates platforms for jewellery designers to present and sell their own work to a wide public.
• promotes the knowledge and appreciation of jewellery design in the world of business, among private persons and civil authorities.
• Galleries, do not contribute sufficiently to the latter’s means of support.
• aims to build bridges between history, tradition and today’s world.


• Thé moment of exposure for beginning and established jewellery designers
• Once a year it brings everyone together: stylists, retailers, collectors, gallery owners, curators, artists, teachers and consumers
• 83 – 90 standholders
• Almost 6,600 visitors
• SIERAAD sees to all communication, marketing and public relations, on line and in print.
• Designers need not turn over a sales percentage to SIERAAD, as in the case of galleries.
• More then 80% of the standholders makes a good profit.

ImpressionSIERAAD international Jewellery design Art Fair 2009

SIERAAD 2009 had a special stand for 11 designers from Greece, called " Spellion"

‘ Spellion’ , Greece writes about SIERAAD art fair Amsterdam

The international Art Fair Sieraad was held in the cultural park of Westergasfabriek, in the facilities of the British Imperial Continental Gas Association that were designed by Isaac Gosschalk as another version of the “Dutch Renaissance” and constructed in 1883. In Gashouder, designed by the engineer Klönne, the arresting dome-like roof of the old gas tank - an art work of the early 20th century engineering itself - sheltered in an exceptional manner the small objects of art presented by jewel designers from around the world.
It was there that eleven Greek designers presented original creations by showing the polymorphism of the contemporary Greek creativity in the field of jewellery designing. The eleven designers of my Precious, who formed the group Spellion, were the first representatives of our country to SIERAAD, an art fair of international prestige that was embraced by the press in Holland and attracted a high number of visitors, both professionals of the field and individuals.
The excellent organization, the extraordinary space, the unique atmosphere of the fair, the positive vibe of the group, the great number of visitors, the particular interest for the Greek stand and the meeting of the Greek designers with competent foreign designers made the participation of Spellion an overall positive experience.
The designer Margarita Meitani gave a colourful description of the art fair and the unprecedented experience for the designers:

A round building with a jewel-like roof. Women with asymmetrical dresses and colourful boots, mature women with undyed hair and bright red lipsticks; women with huge and spectacular jewels looking for something different; tall, blonde boys and girls from university jewellery schools… lots of people in our stand by the coffee shop.
“Where do you come from?” “From Greece” “And how many of you are there?” “Eleven!...” “How versatile is your work! …And how original!”
A walk around the fair… Plastic jewels, jewels made of cement, fabric, white Holland porcelain… A bomb wrecked two cars in Bagdad; someone took the pieces and made jewels out of them, jewels of ferocious beauty created from ferociousness…
Look, they are all wearing their jewels and are smiling. And outside the city is filled with bicycles that run along the canals…

Maria Zacharopoulou, Spellion, Greece

SIERAAD 2010, after the great experience with the Greece 'Spellion' stand in 2009, we want to give other countries this same experience.
So we made bigger stands for 8, 10 or 15 designers.

If you want to know more please contact me,
Hope to hear from you, Astrid Berens

Edelmetaal is the trademagazine;





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 Colors’ because literally as well as figuratively this theme offers considerable scope for inspiration.
The 2010 theme, Showing your true colors means that you show what your real attitudes and qualities are.
You can approach True Colors from a social perspective; society is full of topical colour coding.
Other examples may be found in heraldry, folklore and science.
True Colors refers to colors and pigments. Over the centuries the palette of art history has been determined by precious mineralogical and biological pigments that were obtained from ground semi-precious stones, processed metals, and earth, seeds and plants – materials that did not always bear the test of time; in the course of time white lead e.g. turned black.
The link between the theme ‘True Colors’ and contemporary jewellery design is obvious. From time immemorial the significance and appreciation of jewellery have pre-eminently been determined by colour.
From the use of gold or silver to enamels and mineralogical and biological stones: colour is a language. In the seventies and eighties it became manifest how rich this language is. The application of textiles and Perspex in jewellery led to a new form language and use of colour – an important stage in the emancipation of contemporary jewellery design.
True Colors is about the history, meaning, value, magic and power of the language of colour.

Color says something about status and social strata.
Color can scream, curse, emancipate, help, condemn and segregate.
Color is a statement.
General conditions:
• Entries for ‘True Colors’, New Traditional Jewellery 2010 must be wearable. Installations and objects that do not logically tie in with the body are outside the scope of this contest.
• Entries must be inspired by a historical or traditional piece of jewellery.
• The source of inspiration should be made known and illustrated by means of a photo, and the translation into a new ornament be explained.
• Entries should add a new chapter to an old story. The conditions for this design contest (new shapes evolving out of existing, threatened and/or lost traditions) do not imply a figuration. On the contrary. The jury wants to emphasize that the inspiration, and not the design per se, should be based on a past.
• Entries should meet all criteria.


The importance of NTJ
For every edition of New Traditional Jewellery an inspiring theme is chosen.
Participants are challenged to reshape historical or traditional jewellery. They do not submit just their design - they must also submit pictures and information about the historical or traditional ornament on which their concept is based.
This is the characteristic added value of NTJ: past and present are bridged by artists in a very personal way.
A technical jury selects fifty to seventy designs which are on show in an exhibition during the SIERAAD fair, where the winners of NTJ are also officially announced.
When taking part in this contest, jewellery designers from all over the world make use of a new platform where they give shape to their vision of a tradition and a theme. This design contest and the ensuing travelling, international exhibition have become a showcase for developments in contemporary jewellery in the new millennium.

Foundation Art in Business is the initiator of New Traditional Jewellery. Its objective is the promotion of knowledge and appreciation of the art of jewellery in the business world, among private individuals and civil authorities. In this ways FAB wants to bridge the gap between artists and buyers and between tradition and today’s world.

The technical jury NTJ 2008 with the theme ‘Intimacy’ consisted of:

Christel Trimborn, Germany, journalist ; Carin Reinders, director CODA Museum Apeldoorn; Isabella van den Bos, collector of jewellery art ; Herman Hermsen, Jewellery artist and Professor of Jewellery and Product Design at the Düsseldorf Higher Vocational Training College; Astrid Berens, Director SIERAAD; Marjan Unger, Art historian and author of many articles on jewellery and other fields of design; Theo Smeets, university of applied sciences – trier dept. gemstone & jewellery design campus idar-oberstein

The themes of the preceding editions of NTJ are:
“Traditional costumes and Folklore”

“Symbols of Faith”



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