NEW ELEGANT CO., LTD.

Specialized in Jewelry Design.

NEW ELEGANT CO., LTD.

About NEW ELEGANT CO., LTD.

New Elegant is a creative studio with new business model, integrates diverse disciplines and cultures, that marries design thinking and business network across countries. In the current state, serve to provide end-to-end service from furniture design, production, and quality control. Their aim is to increase speed, helping customers reduce lead times using product design database. They do not forget what latest technology are available at present which will be useful to enhance the development of new designs, new way of productions and solutions for their customers.

  • Winner of 2 A' Design Awards.
  • Specialized in Jewelry Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Jewelry
  • Furniture
Maize Hair Jewelry

Maize Hair Jewelry

Jewelry Design

Sempoa Lounge Chair

Sempoa Lounge Chair

Furniture Design

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Interview with NEW ELEGANT CO., LTD.

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
At New Elegant, design has always been a central part of our DNA. With decades of experience in both furniture manufacturing and the fashion industry, our journey into design was a natural evolution. What brought us here was a shared desire to create products that not only serve a function but carry stories, identity, and culture. We've always seen design as a way to shape meaningful experiences.
Can you tell us more about your company / design studio?
New Elegant is a multidisciplinary design team rooted in tradition but focused on innovation. We began with furniture and fashion, building a reputation for quality manufacturing and thoughtful design. Today, we’re expanding into new territories—jewelry craftsmanship and specialty coffee. Our goal is to offer beautifully designed products across different aspects of daily life, while always carrying our signature balance of function and soul.
What is "design" for you?
For us, design is about crafting meaning through form. It’s the invisible dialogue between object and person—how something looks, feels, and makes you think. Good design transcends trends; it creates emotional and cultural resonance.
What kinds of works do you like designing most?
We enjoy designing pieces that are lived with—furniture that grounds a home, jewelry that tells a personal story, fashion that reflects identity, and coffee tools that enhance daily rituals. These are objects that create connection and elevate everyday moments.
What is your most favorite design, could you please tell more about it?
One of our most cherished works is the Maize Hair Jewelry. It draws inspiration from the Maya Maize God and symbolizes rebirth and abundance. Crafted from Guatemala jade and gold floral elements, it blends mythology with modern craftsmanship. It was also one of the most difficult designs we’ve ever made—not just conceptually, but technically. We failed many times trying to carve the jade components just right. Seeing the piece finally completed brought immense joy. And then to have it awarded the Gold A’Design Award—that was a whole ride of emotion we’ll never forget.
What was the first thing you designed for a company?
Our first commercial design was a flat-pack wooden dining set for the U.S. export market. It was practical, cost-efficient, and designed with assembly in mind. That early experience grounded us in real-world manufacturing and logistics, which still influence how we approach design today.
What is your favorite material / platform / technology?
Our main platform is still very simple: paper and pencil. That’s where all our brainstorming begins. For modeling, we rely on Rhinoceros 3D, and we use Photoshop primarily for final presentation and storytelling. Among materials, wood is our favorite—it’s affordable, easy to work with, and allows for repeated trials and experiments. At the same time, we’re excited by today’s technology—like 3D printing and 5-axis CNC machining—which has opened up new possibilities in prototyping that were unthinkable before. Still, we always appreciate the simplicity and honesty of using our own hands.
When do you feel the most creative?
Our team believes in the power of routine. We structure our days around different groups of design work—rather than focusing on one task until it's finished. This approach keeps our creativity flowing, as it allows us to step away from a problem and return with a fresh perspective. By following a steady rhythm, we avoid creative blocks, gain inspiration from variety, and ensure that all our design projects move forward on schedule.
Which aspects of a design do you focus more during designing?
We mostly focus on the purpose behind the design—why it should exist and what experience it should offer. At the same time, we often find inspiration from everyday challenges, new materials, updated methods, or emerging innovations. Sometimes a small functional issue or a breakthrough in fabrication sparks an idea. For us, it's a dynamic process where purpose leads, but observation and discovery constantly shape the direction.
What kind of emotions do you feel when you design?
As a team, we experience a wide range of emotions throughout the design process. We feel excitement—especially when we discover a new idea, material, or breakthrough. There’s joy in creating something meaningful. But we’re also human, and deadlines or unexpected challenges can bring stress and pressure. Still, even during those moments, design remains something we’re deeply passionate about. It keeps us growing and evolving.
What kind of emotions do you feel when your designs are realized?
Of course, we feel happy, relieved, and excited when a design is finally realized. It’s fulfilling to see something grow from a concept into a tangible object. But at the same time, there’s often a bit of fear—especially about how people will respond. We care deeply about our work, so there’s always the vulnerability of potential rejection. Still, the reward of creating something meaningful outweighs the risk.
What makes a design successful?
A successful design is one that speaks to its user, serves its function seamlessly, and stands the test of time. If it also sparks emotion or connection, then we consider it truly complete.
When judging a design as good or bad, which aspects do you consider first?
We look at clarity of intention, material honesty, and overall execution. Does it fulfill its purpose? Does it feel authentic? These are key for us.
From your point of view, what are the responsibilities of a designer for society and environment?
As designers, we shape how people live and consume. That means we have a responsibility to design thoughtfully—choosing sustainable materials, reducing waste, and respecting cultural heritage. Design should never harm.
How do you think the "design field" is evolving? What is the future of design?
Design is moving toward purpose-driven innovation. We’re seeing more conscious choices, emotional storytelling, and collaborations across disciplines. The future is hybrid—craft and tech, local and global, aesthetic and sustainable.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
Our style can be described as “symbolic simplicity”—elegant forms grounded in meaning, but also driven by innovation. Inspiration can come from anything in daily life—objects, news, entertainment, or even problems. What defines our style is the desire to create something different: adding function, solving issues, introducing features—while still being efficient with materials, mindful of cost, and delivering a luxurious, refined look. We aim for designs that feel modern yet timeless, minimal but rich in intent.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
We are based in Southeast Asia, and our surroundings influence us deeply. Local craftsmanship, spiritual practices, and everyday objects—all shape how we design. We see culture not as a constraint, but as a rich foundation
How do you work with companies?
We collaborate closely with partners—whether they’re importers, retailers, or collectors. We handle everything from concept to prototype, often including production. Clear communication and shared goals are key to how we operate.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Allow room for exploration and respect the process. Choose designers whose values match your brand, not just your aesthetics. Long-term trust always results in better design.
Can you talk a little about your design process?
We begin with research—into materials, stories, and context. Then we move to sketching, 3D modeling, and physical prototyping. Every design gets tested, refined, and stress-tested for real use.
What are 5 of your favorite design items at home?
Coffee machine – It starts our mornings and sets the tone for the day. Working desk – Our main creative space, where we feel most focused and comfortable. Smartphone – A vital tool for communication, research, and staying connected to the world. Sketchbook – Always close by, it captures our raw thoughts and spontaneous ideas. Bed – The final retreat each day, where we rest and reset. (And if we could sneak in a sixth—it would be our home gym setup, an essential part of our daily rhythm.)
Can you describe a day in your life?
Our day always begins with a morning coffee latte—it’s a small ritual that brings clarity and focus. Each day of the week is scheduled around a specific category of work, so our main focus shifts depending on the day. We usually have lunch around 11 AM, followed by a workout session at 3 PM to reset the body and mind. Evenings are for winding down, having dinner, and allowing space for rest and reflection before the next creative cycle begins.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Stay curious. Take your time. Learn the rules before you break them. And most important, respect.
From your perspective, what would you say are some positives and negatives of being a designer?
The positive side of being a designer is the ability to communicate ideas through objects. Design becomes a medium for us to share stories, emotions, and purposes—allowing others to experience what we’ve envisioned. That connection is deeply rewarding. On the other hand, the negative side often comes when design is compromised by ego or forced decisions—especially in the name of "business." Sometimes the most suitable solution is sacrificed due to internal bias or pressure to meet external expectations. It can be frustrating when function, ethics, or even the user experience is set aside just to follow an agenda.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
Our toolbox is a mix of analog, digital, and physical tools. We still begin many ideas with a pencil and notebook, or sometimes an iPad for sketching in Procreate. For 3D modeling and technical development, we use Rhinoceros on our laptop, and finalize visuals with Photoshop. On the hands-on side, we work with files, drills, sandpaper, and use a 3D printer and CNC machine for prototyping.
Designing can sometimes be a really time consuming task, how do you manage your time?
We manage time by organizing our work into categories and spreading them across the week. Instead of finishing one project before starting another, we rotate between tasks to keep our minds fresh and avoid creative blocks. This routine allows us to make consistent progress across multiple projects without getting stuck. It also helps us stay on schedule while keeping creativity flowing and stress manageable.
How long does it take to design an object from beginning to end?
It varies a lot. Some ideas come together in an hour, while others can take up to two years to fully develop, prototype, and finalize. The timeline depends on the complexity of the concept, materials, production constraints, and how much experimentation is involved.
What is the most frequently asked question to you, as a designer?
“How much?”—that’s one we get often, especially in the furniture industry.
What was your most important job experience?
Balancing cost, material, and storytelling in export furniture gave us our edge. That experience taught us how to preserve creativity even under pressure.
What type of design work do you enjoy the most and why?
We enjoy projects where story, material, and function intersect—especially ones that challenge us to blend our experiences, knowledges and skills.
What are your future plans? What is next for you?
We’re expanding into a lifestyle ecosystem: furniture, jewelry, fashion accessories, and artisanal coffee experiences. The aim is to tell stories across all touchpoints of daily life.
Do you work as a team, or do you develop your designs yourself?
We work as a tightly knit team. While individual concepts may start solo, every project evolves through collaboration across disciplines.
Do you have any works-in-progress being designed that you would like to talk about?
We do—but it’s a secret project that we’re preparing to submit for the next A’Design Award. We’re very excited about it and can’t wait to share it with the world when the time is right.
How can people contact you?
Email 1: william@new-elegant.com Email 2 : aditya@new-elegant.com

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