Conversations in Craft: The Creative Process of ELIRD
In a world where mass production often overshadows artistry, WAGA has taken a stand to bring awareness to the beauty of traditional craftsmanship. As part of our mission to celebrate heritage and sustainability, we sat down with ELIRD to have a conversation in craft.
The Essence of ELIRD's Craft, From Its Founders...
The ethos of craftsmanship is vividly embraced by ELIRD, a brand that beautifully intertwines Bosnian and Iranian artisanal traditions. From the perspective of its founders, Ena Mulavdić and Ebrahim Mohammadian Elird, we take a look behind ELIRD’s creative process…
Could you share the last art-related screenshot on your phone? What moved you to capture it and how does it relate to your creative process?
“The last art-related screenshot on our phone is from a page that shares captivating process videos of various Japanese crafts. We were moved to capture it because it beautifully illustrates the incredible devotion and meticulous skill of Japanese craftsmen. Their dedication to their craft is profoundly inspiring; they pour their heart and soul into every detail, no matter how small, even on an island far away.
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What touches us most is their unwavering hope and commitment to their work, which resonates deeply with our own creative journey. Witnessing their perseverance and passion encourages us to keep exploring and creating, reminding us that the essence of art lies in the dedication and love we put into it.”
What inspires you the most in your craft? Could you share a personal story that illustrates one of your most memorable moments of inspiration?
“What inspires us most in our craft is the profound feeling of being truly alive. There is nothing we would trade for that sensation. Through our work, we are in a constant state of learning and growth. Every person we encounter on this journey brings their own remarkable story and unique energy, enriching our lives and creative process.”
How do you define craftsmanship? What does it mean to you and your brand?
“To us, craftsmanship is a blessing – a genuine expression of human creativity and skill. It begins as an idea and takes shape through the hands of a dedicated craftsman, passing through countless tests of persistence, devotion, and mastery to come to life.
At the heart of our brand philosophy is a deep commitment to craftsmanship in all its forms. Our work is rooted in traditional crafts, and this dedication remains constant regardless of how rapidly mass production may advance. We believe that true craftsmen are like healers; they bring a unique kind of healing to the world through their art, infusing each piece with a sense of purpose, passion, and authenticity that transcends time.”
Could you describe your creative process from conception to completion? What are the key steps that bring your visions to life?
“Our creative process is rooted in a philosophy of free play. Much like in children’s behavioral psychology, where the most profound development occurs through unrestricted play, we embrace a similar approach. For us, free play means allowing our creativity to flow without constraints or fear of mistakes – only different ways to express an idea.
We don’t begin with sketches or strict plans; instead, we dive straight into sculpting, painting, and modeling, letting our hands guide us and allowing the process to unfold naturally. This openness invites spontaneity, leading to the birth of many new and unexpected ideas. By trusting ourselves and the creative journey, we remain true to our vision and continuously find fresh, unique expressions. It’s through this unstructured play that our most authentic and innovative work comes to life.”
In what ways does your brand strive to preserve or innovate traditional Bosnian craftsmanship techniques?
“While our craft is deeply influenced by Iranian craftsmanship due to our life journey, we are equally dedicated to preserving and revitalizing the rich tradition of Bosnian craftsmanship, both now and in the future. We believe in being active custodians of these traditions, ensuring they remain vibrant and relevant.
To this end, we have welcomed apprenticeships into our studio, where we actively pass down our knowledge and skills to younger generations. The teaching aspect of our work is fundamental to us, and we are committed to expanding these efforts in the future. Our aim is to create a living bridge between the past and present, where traditional techniques continue to inspire and evolve.”
How does your work impact the local community and contribute to sustaining traditional crafts in Bosnia?​
“In these fast-paced times, people are often drawn to the sight of someone who remains steadfast in their craft, embracing the role of a traditional artisan despite the challenges. By embodying persistence, hard work, and devotion to our craft, we provide an example that resonates within our community, inspiring others to value and appreciate the beauty of traditional craftsmanship.
We believe that by continually striving to improve ourselves, we create a ripple effect that positively impacts those around us. Moreover, our goal is to expand our apprenticeship program, allowing us to pass down our knowledge and skills to future generations. In doing so, we hope to sustain and rejuvenate traditional crafts in Bosnia, ensuring they remain a vibrant part of our cultural heritage.”
How do you ensure that your production processes and material sourcing adhere to sustainable practices?
“Our production methods are centered around quality and longevity, crafting each piece with the utmost care to ensure it lasts for generations rather than contributing to a culture of disposability. We also strive to minimize waste in our studio by reusing materials and optimizing our designs to make the most of every resource.
Furthermore, we continuously evaluate and refine our processes to uphold sustainable standards, seeking innovative ways to honor our craft while respecting the planet. Sustainability is not just a practice for us; it is a core value that shapes every decision we make.”
How do you think your brand's philosophy and values align with WAGA’s commitment to heritage, sustainability, and craftsmanship?
“We are immensely proud that Bosnia and Herzegovina serves as a nurturing ground for brands dedicated to craftsmanship, sustainability, and heritage. It is inspiring to witness a growing recognition of this approach’s intrinsic value. WAGA, with its compelling narrative, rich tradition, and beautifully crafted products, stands as a true ambassador of contemporary Bosnian design.”
With which WAGA piece do you connect with the most, and what drew you to it?
“The piece we connect with the most is the Sanat centerpiece, captivated by its beautiful and sculptural silhouette. Its design speaks to us with a sense of artistry and elegance, beautifully balancing form and function.”
What future projects or new directions are you most excited about for your brand?
“Time and dedication have been invaluable teachers, guiding us on our journey. We are excited by the insights we’ve gained about ourselves and our brand over the years. With a clearer understanding of our strengths and challenges, we now feel better equipped to navigate our industry with confidence. We remain open and eager for all the opportunities the future holds for us.”
How do you plan to enhance global appreciation and understanding of Bosnian craftsmanship through your work?
“To enhance global appreciation and understanding of Bosnian craftsmanship, our foremost commitment is to remain authentic, embracing our roots while dedicating ourselves to extraordinary craftsmanship.Â
By staying true to our heritage and values, we aim to create pieces that not only embody the spirit and traditions of Bosnia but also resonate with a global audience, inspiring a deeper connection and appreciation for our unique artisanal legacy.”
This inspiring conversation with Ena Mulavdić and Ebrahim Mohammadian Elird showcases their unique approach to craftsmanship and its similarities to WAGA. In their words and works, the essence of ELIRD and WAGA is clear:Â
true artisanship is timeless, and its future is as rich and promising as its history.
