ART

Anna Moraitou, an architect with a passion for design, merges her expertise in architecture with fashion to create unique utilitarian objects and accessories. Drawing inspiration from geometry and architectural principles, she crafts pieces that complement and enhance the human form. In a recent interview, she sheds light on her creative process, the challenges she faces in the industry, and the philosophy that drives her work. Despite the competitive nature of the field and financial hurdles, Moraitou continues to pursue her artistic vision, sharing her designs globally through Etsy and staying true to her inspiration.

DS: Tell us a little about yourself—your studies, career path, and how you started designing and producing objects. 
My background in architectural studies trained me to design for the built environment across various scales, from urban planning to intricate details in furniture and small objects. A few years ago, when my architectural work became centered around bureaucratic stuff, I felt the need to return to hands-on creation, but on a smaller scale with simpler processes. That led me to design furniture, lighting, decorative objects, and eventually fashion accessories. I began to view fashion from a conceptual perspective—as a form of architecture for the human body.

DS: What is your process from the initial idea to the realization of an object? Can you walk us through the materials and methods you use?
I start by jotting down all my ideas with sketches and notes on paper and in notepads. After that, I conduct some market research, create a cost budget, and if the idea seems viable, I move on to designing it in CAD software. From there, I begin production. Not every idea makes it to the final stage—some never come to life, others fail, and a few resurface after long periods of time.
I primarily work with wood because it’s a natural material that carries a universal architectural and cultural heritage. It’s also renewable, recyclable, and biodegradable, requiring minimal energy for processing and generating little waste. Wood allows me to create unique relationships between the object and the user, offering a new perspective on bags and jewelry.
I cut most of the wood using a CNC machine, which I operate in my workshop. CNC technology ensures precision and standardization right from the first cut. The surfaces of the finished objects are then sanded, varnished, or hand-painted to add the final touches.

DS: What obstacles do you encounter as a designer and maker involved in the design and production of products?
As a creator, scientist, and freelancer based in Greece, I’ve faced significant challenges, particularly from the state. The most difficult obstacles are the heavy tax burdens and insurance obligations that come with running a small business. Additionally, I handle every aspect of the process on my own—from sourcing raw materials, designing, and making the product, to photographing, marketing, selling, and even managing customs clearance for the finished items. Balancing these diverse responsibilities is a constant challenge.

DS: You sell your products internationally through your Etsy shop. What are the advantages and challenges of this approach?
In general, consumers tend to feel more confident buying from established online marketplaces like Etsy rather than individual e-shops. Etsy is the largest global e-commerce platform focused on handmade and vintage items, which gives it a strong community of buyers who value sustainability and local craftsmanship. Many people appreciate that handmade products, like those sold on Etsy, support small studios or home-based businesses, contributing to a more sustainable economic model. They also know they can find unique items on Etsy that they won’t see anywhere else.
However, there are challenges—primarily the intense competition. I am often compared with sellers from countries where transportation, living, insurance, and tax costs are much lower than in Greece. Another challenge is maintaining "brand awareness." On Etsy, it's difficult for customers to remember or recognize a creator's independent brand, as the platform tends to overshadow individual identities. Building recognition for my brand beyond Etsy remains an ongoing struggle.

DS: What strategies do you use to find a niche in the global and highly competitive market of design objects?
The internet is my most effective medium for promoting my work. I engage with my audience almost daily through social media and my Etsy shop, which helps me reach a broader customer base.
I also participate in international design competitions, where I’ve earned several awards that enhance my credibility and visibility in the market. Additionally, I take part in events and online platforms that support and promote the work of Greek creators and entrepreneurs. These efforts not only help me showcase my designs but also connect me with a community that values unique, handcrafted products.

DS: What inspires you?
My architectural studies and the principles of the Modern movement have greatly influenced my creative process. I find inspiration in the clarity and simplicity of geometric structures, which I see as essential compositional tools. From the very beginning, shapes have played a crucial role in shaping my thoughts and sensory perceptions. After all, geometry lies at the heart of Greek philosophy, art, and architecture, serving as a timeless source of inspiration for my work.

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