Alright – so today we’ve got the honor of introducing you to Siri Johansson. We think you’ll enjoy our conversation, we’ve shared it below.

Siri, thanks for taking the time to share your stories with us today We’d love to hear about the things you feel your parents did right and how those things have impacted your career and life.

Retrospectively, my relationship with my parents, though occasionally contentious, has gradually revealed their profound support and earnest desire for the welfare of myself and my younger siblings. Despite their status as self-employed, career-oriented Swedish working-class individuals, facing the pressures of both finances and familial responsibilities, they prioritized our exposure to a diverse array of cultural and artistic experiences encompassing art, architecture, design, music, nature, fitness, languages, and global cultures.

Rooted in our mother’s family history as descendants of wartime refugees from Austria, my early exposure to multilingualism—learning both Swedish and German from birth—was supplemented by mandatory English classes in our national education system. Additionally, elective language courses in French and Spanish became available in high school. The educational institution I attended further encouraged extracurricular pursuits, fostering an environment supportive of various activities like piano, concerts, ballet, ceramics, and ice skating, also transcending traditional gender norms allowing me to pursue woodworking over home economics.

Our weekends were dedicated to embracing nature, whether amidst freezing temperatures or the more temperate Swedish summers of the mid-60s. Activities included foraging for mushrooms or berries, skating across frozen lakes, and cross country skiing amid the desolate archipelago islands. Family trips were occasional treats and during those I learned to downhill ski in neighboring Lillehammer, Norway. Reluctantly accompanying my father to his architectural construction sites was an aspect of my upbringing I now wish I’d engaged with more attentiveness and insight.

During summer breaks in the Swedish countryside, my siblings and I sought temporary employment in our fishing village, cycling along a challenging two-mile country road. Earning “Kronor” through roles like grocery clerking, cleaning, waitressing, or mail delivery. This was a norm my parents insisted on, emphasizing the importance of financial independence from a young age.

Reflecting on the values instilled in me amid what seemed like a typical Swedish middle-class upbringing, I now recognize the immense privilege and fortune I’ve experienced. Witnessing socioeconomic disparities across different countries underscores the gratitude I hold for my parents, whose guidance and emphasis on independence have been instrumental in shaping my ability to sustain a career as an artist.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am the proprietor, creative director, and artisan behind Sirious Design, an independent jewelry enterprise based in San Diego, CA. For over 30 years, Sirious Design has catered to a dedicated clientele, initially focusing on graphic design services before transitioning into a dedicated artisanal jewelry studio and online retail platform.

My current portfolio predominantly comprises silver and gold jewelry, often accentuated by various stones. I have a penchant for unconventional textures and freeform designs that emerge from a blend of experimentation and meticulous craftsmanship. Each piece is an exclusive creation, born out of my unique design sensibilities. I embrace the inherent imperfections of handcrafted pieces, believing that such imperfections encapsulate the heartfelt dedication and personal touch infused into every creation.

My journey towards artisanal jewelry diverged from a previous pursuit in the sciences and a brief foray into medical studies in Sweden. Driven by an innate artistic inclination, I redirected my academic path to the University of Miami, supplementing premed courses with art and drawing electives. This pivotal shift culminated in a targeted portfolio that facilitated my admission to the esteemed Art Center College of Design in Pasadena, CA, where I honed my craft and earned a Bachelor of Fine Arts in Graphic Design and Packaging.

Following graduation, I dedicated more than two decades to a successful career as a graphic designer, crafting visual identities for diverse industries. However, a transformative expedition to Peru and the Amazonia unveiled a profound revelation: my calling lay beyond the confines of commercial art. Inspired by the vibrancy of Peruvian culture, I ventured into beaded jewelry, initially as a complement to my graphic design endeavors. The liberating experience of self-expression through artistic creation led me down a path where I discovered a deep affinity for the traditional artistry inherent in metalworking. Seeking to delve deeper into this craft, I immersed myself in the teachings of master goldsmith Jay Whaley at Whaley Studios in San Diego, realigning with my intrinsic passion for artisanal jewelry.

My present focus revolves around crafting bespoke jewelry using traditional silversmith techniques, encompassing wax carving for lost wax casting, intricate metalwork processes such as sawing, filing, hammering, soldering, stone setting, engraving, and more. I derive immense joy from conceptualizing designs and meticulously bringing them to life through manual craftsmanship. While I’ve explored various artistic mediums over time, working with precious metals remains an unparalleled source of fulfillment.

My design philosophy gravitates towards modern, personalized jewelry characterized by clean lines and unexpected textures. Drawing inspiration from personal experiences and my Scandinavian heritage, my creations often reflect elements of nature, architecture, and design. I employ my graphic design prowess as a bridge between conceptual sketches and the tangible manifestation of distinctive jewelry pieces. For me, successful jewelry design seamlessly merges functionality with artistic expression, a principle ingrained in my upbringing as the offspring of architects and artists, further reinforced by my tutelage at Art Center College of Design.

Amidst a world fixated on uniformity and mass production, I take pride in standing out. Each piece that emerges from my studio is an embodiment of love, meticulously handcrafted using sustainable materials, and intentionally preserved to showcase its individuality. It is the inherent imperfections that render each creation unique and flawless—much like the individuals who wear them.

Have you ever had to pivot?

As a young adult, my educational foundation rooted in the Montessori method—a personalized, creative learning approach—catalyzed my initial journey into the natural sciences, specifically delving into subjects like chemistry, physics, and mathematics. Eventually, this trajectory led me to gain admission to medical school in Uppsala, Sweden, following a two-year tenure as a nurse assistant in one of the country’s largest hospitals. Concurrently, I received acceptance to the Art Center College of Design in Pasadena, California, with a focus on Graphic Design and Packaging—an unexpected but pivotal juncture in my academic and professional pursuits.

Opting for Art Center in Pasadena was a transformative divergence from the secure and financially rewarding prospects of a medical career in Sweden, much to the surprise and, perhaps, consternation of my parents. In pursuit of my genuine calling, I sought to distance myself as far as possible from my native roots, acquaintances, and artistic family. It was a decision grounded in a desire for personal autonomy, seeking a new path in an unfamiliar setting.

Initially, the transition was marked by a phase of exploration, learning, and forging new friendships during the first year. However, a sense of disorientation and isolation gradually settled in. Contrary to the individualistic ethos of Montessori, Art Center followed a markedly different approach rooted in the strict principles of the Bauhaus school of design—a movement originating from post-World War I Germany, which emphasized the convergence of art, craft, and technology to enhance living conditions through modern design. The academic environment at Art Center was rigorously structured, characterized by stringent deadlines, rigorous critiques, and a perpetual sense of sleeplessness. A peer’s creation of a T-shirt bearing the inscription “At Art Center no one can hear you scream” encapsulated the essence of our collective experience—an environment marked by intense academic demands. Looking back, the rigor of this learning experience instilled in me a profound respect for structure, deadlines, and accountability, qualities that continue to resonate in my approach to life and work. The emphasis was resolutely on producing commercial art on demand, cultivating a deep-seated aversion to the indulgence in self-gratifying “art” projects. In many ways, Art Center became known among students as “Art Prison.”

This challenging yet formative period engendered invaluable lessons, fostering a lifelong appreciation for discipline, responsibility, and the demands of the commercial art world. It was an environment where the nurturing of ‘flaky artists’ was conspicuously absent, reinforcing the primacy of commercial art and design within a structured framework.

If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?

Metalsmithing demands substantial financial investment, particularly when transitioning to finer metals like karat gold and more valuable gemstones. The procurement of tools essential for crafting professional-grade pieces accrues significant costs, a phenomenon often humorously dubbed as “tool addiction” within the metalsmithing community.

To maintain a sustainable income while pursuing my passion for crafting, I’ve diversified my endeavors by establishing a thriving e-commerce shop on Etsy. Over time, this platform has facilitated nearly 11,000 online sales, all featuring handmade items meticulously crafted by my hands. What began as an early foray into beaded creations gradually evolved into an affordable line of leather and vegan jewelry. Notably, a substantial part of my Etsy business revolves around custom-made cancer ribbon bracelets, where I allocate a portion of the proceeds to support various cancer organizations, marking a philanthropic facet of my business.

Operating an Etsy shop, while rewarding, necessitates substantial physical exertion and time investment. Yet, I find profound fulfillment in supporting myself through the creation of custom-made, handcrafted items. Under the moniker “siriousdesign,” my Etsy shop, complementing my primary metalsmithing website (siriousdesign.com), serves as a dynamic avenue to showcase my ongoing design work, leveraging my graphic design expertise. This platform demands my constant engagement to navigate the dynamic realm of online sales, requiring adeptness in various facets such as search optimization, product listing enhancements, photography, descriptive writing, responsive customer service, social media presence, SEO keyword research, and detailed scrutiny of Google Analytics. Moreover, staying abreast of Etsy’s frequent updates and evolving business strategies necessitates continuous education, all while my rapport with the USPS strengthens, making it a familiar extension of my workspace. I take pride in upholding my “star seller” status, maintaining prompt communication, timely shipping, and consistently receiving stellar reviews above an average rating of 4.8/5.

My background in graphic design, coupled with my proficiency in online retail, has endowed me with robust business acumen, financial insight, marketing prowess, and effective interpersonal skills. Operating within the visual realm of online commerce, I am confident in my ability to effectively engage with customers, harnessing the power of this medium to convey my creative vision.

Contact Info:

• Website: www.siriousdesign.com
• Instagram: www.instagram.com/siriousdesign
• Facebook: www.facebook.com/siriousdesign
• Linkedin: www.linkedin.com/in/siriousdesign/
• Twitter: www.x.com/siriousdesign
• Other: www.siriousdesign.etsy.com www.pinterest.com/siriousdesign

Image Credits
All images are taken by me Siri M. Johansson