Karen Silveira is creative director of 1stDibs
“Off the Cuff” is a Q&A series from Luxury Daily exploring the career paths, current projects and next steps of those shaping the world’s best luxury brands.
The interviews feature a Proust-style twist, allowing readers to get to know industry leaders on a personal level. This edition features Karen Silveira, creative director of luxury online design marketplace 1stDibs.
In this Q&A, Ms. Silveira discusses dodging golf balls, evolving ideas of beauty, finding inspiration on the streets of Brooklyn and surrounding herself with fabulous design.
Here is the dialogue:
What was your first job ever? What did it teach you?
One summer, I had a job standing in a field, wearing a helmet and having golf balls hit at me by a robot. As part of a R &D team at Titleist, my job was to note the ball's height, spin and landing spot.
On overcast days, it was hard to see the white ball against the white sky until the moment it appeared over your head. Often you heard it whiz toward you before you could see it. I was told by more tenured coworkers (who got to stay inside) that every rookie gets hit by a ball at least once.
I learned a lot at this job. Stay focused. Keep your eyes open. Pay attention. Anything can get lobbed at you, so be ready for it or ready to pivot. I never got hit, and I’m still very proud of that.
Which skills have been critical to your success? Did you gain these skills within or outside of the workplace?
As an art director, I have to come up with meaningful and impactful ways to express ideas, have an eye for beauty, and keep abreast of the intended audience and know their preferences. I have to also work in the context of the culture of the moment.
I studied fine art in college, which gave me an appreciation of beauty, color and light. I started my career in fashion advertising in the late 1980s and early '90s — it was a fertile time for fashion and creativity in general. I soaked up as much as I could, both at work and outside of work.
In my years as chief creative officer at Tiffany & Co., I learned how to manage a brand globally, staying true to its DNA while evolving to stay relevant.
What is the best piece of advice you’ve ever received?
At Tiffany, I worked with a brilliant writer, Ted, who became a mentor to me in many ways.
Of his many axioms, the one I most often think of is, “Permission to fail!” I still hear it (in his voice) when I need a boost to try something new, especially in a world that increasingly avoids the non-quantifiable. It’s been great advice that I’ve passed along to my teams over the years.
How has your field changed since you started out in luxury, and what do you think your industry will look like in a decade?
Marketing has undergone sea changes since I first started. It’s become highly data driven and audiences are precisely targeted.
So much about these innovations has added intelligence to our choices, allowed us to spend our budgets wisely, and given the customer a voice.
With this evolution, the ideas of beauty and aspiration have broadened and become more inclusive. While I love a '90s Super, I’ve loved seeing more unique faces and bodies in marketing and think it sends an important message that beauty is not just one thing.
What recent projects have ignited your passion for working in luxury?
At 1stDibs, there are so many great projects, and the exquisite items we sell from prominent sellers all over the world are inspirational in themselves.
A recent project that I’ve been excited about, and energized by, is working on communications for our top customers. Many of these customers are collectors and are very knowledgeable about what they like, whether it's furniture, art, jewelry or fashion.
Bringing them the truly remarkable pieces, whether its a 1930s art deco emerald-and-diamond bracelet, a one-of-a-kind French Ormolu Sevres cabinet from the 1880s or a limited-edition Hermès Birkin, telling the stories of these designs makes for days that hardly feel like work.
Who, in any industry or sphere, would you most like to share a long lunch with and where would you take them?
Muiccia Prada. She has been a leader in creativity, creating beautiful things that are not boring, using art and technology in equal parts. She continually breaks new ground in both her fashion collections and her marketing. She’s been a game changer in the fashion world – foregoing trends and being true to her aesthetic, ideas and her customer. Her foundation has been a space for innovation for over two decades.
She continually inspires me. Of course, we’d eat in Ristorante Torre in Milan.
How do you get into the right mindset before a big meeting or presentation?
I’m a preparer. I work hard getting together a strong presentation, whether a visual concept or getting ready to fight for an idea, but the night before, I’m done with the prep.
I take a long walk or see a friend. Then my head is clear by go time — I'm rested and ready.
On your days off, what can you be found doing to relax or have some fun?
I love walking the streets of Brooklyn, because there is an endless parade of interesting people — so many different kinds of people all living besides other kinds. I take iPhone street photos and get a lot of joy from that.
And, spending time with my family and friends.
What does luxury mean to you?
Luxury means so many things: beauty, design, craftsmanship, travel, experiences, fashion.
Living in Brooklyn, I’d say the most compelling luxury is having space. I live in a brownstone, inside of which I’ve surrounded myself with things I love: a beautifully designed chair that’s both chic and cosy, photography books that offer endless inspiration, quirky and somewhat loud wallpaper. I’m a serial renovator, which in itself is a luxury. Working at 1stDibs is both thrilling and dangerous.
Whether a product or service/experience, what is your favorite luxury indulgence?
Dinner at a restaurant with my girlfriends — great conversation, a beautiful ambience, delicious food and a lot of wine.