October 16, 2006
Drinks with Sasha Krinsky
By Denise Tong
Sasha Derek Krinsky’s first taste of success as a jeweler came early: The silver flower pin he designed and crafted for a middle school metal shop class won first place in a citywide competition. It was then that the native New Yorker decided to pursue a career in jewelry design.
After later attending Manhattan’s High School of Art & Design, Krinsky enrolled at FIT (Fashion Institute of Technology), where he concentrated in all facets of the jewelry industry; he also expanded his creative interests to include interior design, photo set design, and photo set direction. During his studies Krinsky acquired his first clients, and in 1994, he founded SA SH Design.
Since then, he has developed his creative flexibility by taking on a wide range of work—making jewelry lines, models, and custom-order pieces—for individual private clients, wholesale, and retail.
His portfolio of clients includes Jan Rich International, Mark Andrew Jewelry, and Omega Casting; he designs both men’s and women’s jewelry including cuff links, belts, and watches.
Krinsky chatted with Current Vine about his creative process, his diverse interests, and the sexiness of Lamborghinis.
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CV: You have a wide variety of clients to design for—how do you understand what each wants and how do you translate the ideas of each into tangible products?
SK: I like to have an in-depth, in-person meeting with them so I can get their vibe and what direction they’re going in. There is nothing like sitting one-on-one with someone and bouncing ideas off one another. As they talk, I pay close attention and usually start sketching right in front of them to get instant feedback.
Unfortunately, there seems to be a trend of not having actual sit-down meetings these days. It’s too bad, because you can produce so much more that way. If the client or customer is across the country or planet and a meeting isn’t possible, communication is the key whether via telephone or Internet. I constantly check and double-check with them as progress is made. Never talk to them once and do the whole project and give it to them when you finish—that is a recipe for disaster.
CV: What has been your toughest project?
SK: All my projects are tough because I always like to do something different and challenging. Every project gets me stressed and angry. I love creating but the process is sometimes so frustrating—you’re going along and then the ground falls out from under you. It’s a love/hate relationship!
CV: What were some of your favorite projects?
SK: Making wedding rings for my close and dear friends. Those were the most meaningful designs.
CV: What is the most satisfying part of what you do?
SK: The moment that I present the item or design to my clients and see their eyes light up and the smiles that follow—what a fantastic feeling! Until that that point I’m usually stressed, even though I know I put my all into it. Every artist, I believe, has that moment of doubt, even if it’s just for a second.
CV: What influences your designs?
SK: Everything that surrounds me. I am constantly observing, absorbing, and inspecting every little detail. I love the details—fit and finish, and the way forms or lines play with and complement each other.
Anyone [in this business] who doesn’t keep up with trends is an utter fool, but that doesn’t mean you should automatically do what everyone else is doing; [that would mean you have] no imagination.
CV: Which designers or brands do you like?
SK: Actually, my favorite designers are automotive designers. Bill Mitchell created all of the sleekest designs coming out of the GM Company in the ’60s to early ’70s—cars like the Chevy Corvette Stingray, and the Buick Rivieras.
My absolute favorite [automotive designer] is Ferruccio Lamborghini. The lines of his cars are so strong and striking, and each curve flows into the next with such grace—very sexy.
What makes his cars so amazingly special is that you don’t even have to be knowledgeable about cars or even like them that much, but when you see a Lamborghini, you have to stop and admire it—it’s that beautiful. When one happens to be at one of the car shows I attend, I usually hear somebody say, “Wow! That is absolutely gorgeous! What is it?” They don’t know what it is, but they know they like it. Now that’s great design.
From the fashion world, I love Jean Paul Gaultier. He is completely out of his mind and in it at the same time. He has a wonderful, unique vision. The costumes [he designed for the movie] The Fifth Element were amazing! He brings the past and the future together and manages to put an amusing twist to it all.
As for jewelry designers, I like Italian designer Roberto Coin. He has a great eye for detail. His designs are unique yet he gives them a contemporary base so they are appealing to the masses. I feel that is what makes a designer great—the ability to create something that is appealing to large number of people.
CV: What do you strive for with every project, regardless of what it is?
SL: Absolute perfection!
CV: What do you intend for your company in the future?
SL: My dream is for SA SH to become a design house that branches off from jewelry into many different areas such as automobiles, real estate and interiors, entertainment, and whatever else comes my way. Bring it on!
Pictured: Pyra engagement ring. Photo courtesy SA SH Design.
