Interview by Arianna Chirico / arya_ayra

“Tracing a stone back to its origins is important in today’s economy. There is a crack between production’s philosophy and the buyer knowing where the products exist from and how they hit the road” – In dialogue with designer of DAG, Daniela Corbetta.

Daniela Corbetta is a Milan-based designer and Founder of DAG. Born in Milan, Daniela has always been surrounded by design. Her work does not rely on traditional Italian sensitivity. Early on she learned that "design doesn’t need to be a shape becoming a thing – but it can be with a concept."

DAG Jewelry is a combination of Italianness and craftsmanship. How was the brand born? What does DAG stand for?

Dag was born in 2010. It marks my return after a period of inactivity working for family reasons. My father closed the family business, but after a few years I had to work again in jewelry world. The first name I could think of is Daniela, meaning Daniela Gioielli. 

You come from a historical family of jewelry designers and collectors. How much has it influenced your professional choices

Completely. I have always worked in the family business: there I had the possibility to design the jewels of the Franco Corbetta line; to learn how to choose the stones; to personally follow, side by side, the creative work together with the goldsmith craftsmen, who starting from my sketches made the jewels. In the 80’s I was into an exciting research period in which I got to experimenting my skills and competences. I created my own Tataua Oro line that was completely different from the conventional jewels I made for my father. With the Tataua line, I created modern accessories, mixing precious metal with unusual materials: leather, webbing, plastic. 

How did the idea to produce textile jewelry come to life?

The ideas always come from past experience. For Tataua Oro I created jewels made from embroidery looms. When I brought them back in 2016, the public loved them very much. The project to specialize in textile Jewelry was created by my daughter Valentina, who has been working alongside me since 2013, after a long time in the fashion field. She saw the potential of an artisan jewel, realizing it differently from all the rest. 

How do you choose the materials for your creations?

The materials are chosen personally by me. I usually research a lot before choosing which ones are most suitable for our production. Now, with the problems related to travel due to the Covid pandemic, the web has become my main ally in finding the right ones. 

A discussed and current issue is eco-sustainability. Respect for the environment and workers’ protection are important also in the world of jewelry design?

Absolutely. It is essential everywhere. In our own small way we adopt a plastic free packaging; we choose materials produced by Italian artisans; we use the silver chains directly from Arezzo and all the semiprecious stones are certified. 

How much does sustainability influence Dag's creative choices?

As much as possible. We really care that our creations are the result of a work that respects others and the environment.

Dag jewels are eclectic, bright, colorful. They have a retro touch, but also a contemporary one. During the creative process, what do you let yourself be inspired by?

I am mainly inspired by suggestions. I am passionate about art and interior architecture. I have a thing for travel and fashion. The colors of the collections often reflect the moods we want to transmit to our customers. This year our Muamara line is really colored, even if it is a collection for the winter. It focuses on colors for two reasons. The first is that colors make the world happy and we want to always think positive. The second is that through the chosen nuances we want to evoke virtual journeys: through the green we recall Amazonia; the warm tones refer to a desert; the violet pink quotes Rajasthani sunsets. 

Dag works with handcrafted creations to reflect above all the Milan style. Does your modus operandi come to life to enhance the Italian spirit and craftsmanship or do they represent the methods by which your creativity is perfectly translated into jewels?

I believe more the methods, although in reality it is a reflection of the spirit. In the sense that my creative process is more about creating than thinking. When I have an idea, I try and try again to realize it until I can give it a shape.
I enjoy what I do, it is a passion that I have inside, a way of expressing my creative interiority. Making my jewels happened later, but it was a conscious choice, and well-made product enhances the Italianness and the craftsmanship. 

Muamara is the latest upcoming project. What does this collection mean?

Muamara means intertwining in Arabic, and is the backbone of all our collections, because it is from interlacing threads, silver chains, semiprecious stones with the most varied combinations that our jewels are made. 

What is your favorite jewel?

My favorite jewel is a vintage Cartier bracelet that my father gave me for a special occasion and I carefully take care of.