Q&A: Elena Coleman of TOMTOM Jewelry
Los Angeles-based architect Elena Coleman never thought a little press for her beloved hobby, jewelry making, would make her change her life and seriously pursue that side project. Now Coleman, known for her line TOMTOM, which features sleek, geometric and modern designs, is creating a line for the film “Tron: Legacy” and debuting a new collection for Fall/Winter 2010 called “Tribal Matters.” Elena confided to LadyLUX about how it all started:
LadyLUX: What’s your story?
Elena Coleman: TOMTOM Jewelry unofficially began one day when I was wandering through Manhattan and happened upon the store MJ Trim in the wholesale district. I bought chains, ribbons and vintage buttons, and went home and started making nautically themed necklaces for my friends and myself.
LL: How did TOMTOM start?
EC: I was freelancing as an architect at the time and started thinking that jewelry design could be a fun hobby/side job. I designed a website and contacted an editor at Daily Candy. At the time, I don’t think I fully understood the power of Daily Candy. To make a long story short, the response from Daily Candy was overwhelming and within two months, I quit my job as an architect to focus on jewelry full time.
LL: Tell us about your latest collection.
EC: The FW10 collection Tribal Matters was inspired by ancient Mayan pyramids, tribal adornment, warriors and weaponry.
LL: Have you been to Mayan ruins? What was inspiring about it?
EC: I have spent a lot of time in Mexico and in particular the Yucatan. There is a beautiful and mystical quality to the ruins there and the ancient pyramids are just spectacular. There is one area in particular you can visit called Coba where the ruins haven’t really been restored… just sort of cleared off. There in the thick of the jungle you can really imagine the ancient Mayan civilization and how amazing the structure of those pyramids must have been in their original glory.
LL: Where is the name from?
EC: TOMTOM is named after my 20-lb. cat, Tomato. I used to keep that a secret when my business became more than a hobby… but I’ve come to terms with it. Whatever. I like my cat.
LL: Where did you get your aesthetic?
EC: My aesthetic is definitely a result of years spent studying and practicing architecture. I am obsessed with geometry, angles, patterns and construction.
LL: How did you get involved with the film “Tron: Legacy”?
EC: My friend Toni Hacker of Hayden-Harnett in New York was already on board to design a line of Tron-inspired purses and clutches for Disney – which turned out absolutely amazing, by the way. She is the one that referred me.
LL: Where will it sell?
EC: The Tron collection will be available through my website, as well as at a Tron pop-up store in Los Angeles, which opens mid-November. There is also some international distribution in the works.
LL: What’s coming up? Any hints on SS 2011?
EC: The Spring/Summer ‘11 Collection continues to play with architecture and geometry, but with the addition of raw crystals and geodes for a more organic feel.
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