Nervous System harnesses the power of algorithms to create incredibly beautiful jewelry. I was fascinated when I read on their site:
“We create our designs through an iterative and experimental process. After brainstorming an initial concept, we write a pattern-generating algorithm in the computer through which we further explore our ideas and ultimately create the finished product. You can use the applets we share here to create your own one of a kind jewelry designs or just to play and learn.”
One thing that really sets Nervous system apart is that your products aren’t just about the final pieces, but the programs you build to generate the designs.
Jessica: That’s what’s always interested us. It’s how we would want to design anything. People at Harvard heard I went to MIT and said, “Oh, do you know how to program computers?” I got pushed into that box, and decided to explore it. I had previously done a lot of programming, and worked as a research assistant at the Media Lab. Jessie’s background is in computer science. We have a shared interest in computational design.
I just opened up one of your applets and started playing with it – it’s really cool. How many of your customers are getting custom jewelry? Is that a big selling point?
Jessica: Conceptually, it is. We have a lot of people who use the applets. But not that many people actually purchase the things they designed themselves. We’re not really pushing that aspect. It’s there as an educational tool which allows people to understand our process.
How did you two meet?
Jessica: We lived in the same dorm. MIT has this crazy dorm system where houses get to choose the people who move into them, so they maintain a certain culture.
Jesse: And we started Nervous System when we were both still in school. At that point, Jessica was studying architecture at Harvard’s GSD and I was at MIT. The jewelry sort of emerged from work we were doing for Jessica’s architecture degree, which used a script to generate a spring mesh.
So how did an architecture project transition into designing jewelry?
Jessica: I was just working on a project for school, and making a lot of laser cut models, and eventually 3D-printed models. Some of the pieces were lying around on my desk. The weirdly-cut paper started to curl up. People kept coming up to my desk and asking, “Is that a bracelet?” I started thinking that I could try making bracelets.
Jesse: We threw them up on Etsy, on a whim.
Jessica: Once I did it, there was a tremendous response, so I decided to keep doing it on the side and make a little extra money while I was in school.
What were they made out of?
Jessica: They were polystyrene, which was totally horrible, because they didn’t have longevity. They were very fragile. But we sold them only $15 or something. I was making them at school – I wasn’t considering outsourcing, so they weren’t as durable as I wanted them to be.
You use a lot of unconventional materials for jewelry, like rubber and rapid prototypes.
Jesse: We approach materials practically. We wanted to make stuff out of a strong metal that would be durable and affordable, so we naturally chose stainless steel. We wanted to use a flexible material that wasn’t likely to break, so rubber was the natural choice. We take things as they come. We don’t have a background in jewelry design, so we don’t have a predetermined conception about how things should be made.
When did Nervous System become more than a side project?
Jessica: I was selling these products, and doing studio and classes, and it got to be too much. I decided to stop doing the jewelry after a month or two. But since we thought it was fun, during the next summer we looked into doing it more seriously and maybe making it a business. We spent time looking for manufacturers, coming up with new designs, and working on the website. By November of 2007, we decided to produce a lot of pieces and try to market them. Every time we had time off, we’d work on this project again.
Jesse: It happened slowly. Our business basically launched that November. We launched the website, did our first show, and met the west coast editor of Metropolis, which led to a great article. That was pretty cool and fortuitous. Then, around February, we moved back to the east coast. The company I’d been working for also had an office in NYC, where I started working part time. In May 2008, we did the ICFF with DesignBoom, and did really well. After that, Nervous System became full-time.
Do you mostly sell through jewelry stores, or through your website?
Jessica: We sell a lot on our website, and wholesale to museum stores, boutiques, and clothing stores that sell jewelry. The larger orders are coming from museum stores. Our wholesale business is getting a lot larger, right now.
Where do you hope for your company to head?
Jessica: We’re interested in larger-scale projects. We don’t innately have any interest in jewelry, in an intellectual way. We want to work on furniture, housewares, and architectural-scale projects. A small building of some sort. Hopefully we’ll start on that in the next year. We’re hoping to move from Boston to a more rural area where we can have the land to do large-scale projects.
What advice do you have for creatives going into business for themselves?
Jesse: We’ve just focused on doing things that are interesting, exciting and new. We’ve gotten our stuff out there and then let the blogs and press spread it.
Jessica: There’s never been a better time than now to be out on your own, as a designer or businessperson. It’s never been easier to get your product out there. Through the internet, you can get exposed to everybody at almost no cost. You can send your things out to manufacturers and just get a couple pieces made by rapid prototyping. It’s easy to explore and see what it’s like to have a business, without putting in a huge amount of investment. People should just start doing it. Even if it’s just in their weekends or evenings.
Jesse: I was giving a talk yesterday at MassArt, and one thing the professor mentioned ties into that. In traditional manufacturing, the designer might get thousands of units made because that will bring down the cost. Then you’re stuck with thousands of units that you have to sell. I’ve seen people at shows with ceramics they’ve gotten produced, and at the end of the show they just want to give them away. They’ve already paid for the thousands of them, and they just need to get rid of them. But now there are manufacturing technologies that allow designers to do small runs and not make such an investment. You can just test out the waters – see what works and go with that.