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40 under 40: Meet Natasha Kerimova

Monday, 12 December 2022

Every Monday, we will be celebrating one of our 40 under 40 makers.

This week is Natasha Kerimova. Natasha is the brand creator, designer and maker behind Ten Cloudy, a London Based studio where she makes leather accessories and costume jewlery.

Take a seat and let's get to know more about Natasha below.

Tell us a bit about what you do?

I am a London-based leather artist, designer and craftsperson. I design and make artistic leather jewellery and fashion accessories under Ten Cloudy brand. I have been making and designing fashion bags for several years and recently expanded to making leather jewellery. My latest collection is called "True gems", and I am very excited about it. I was looking for creative ways to use lovely leather offcuts remaining from my bag production and workshops. Applying the layering technique, I have discovered that the offcuts beautifully convert into colourful abstract 3D objects reminding me of jewels and precious stones. Combined together, these "jewels" have become artistic fashion accessories. This is how "True gems" statement leather jewellery collection was born. Each piece of jewellery is handmade and one of a kind. Physical limitations of particular offcuts have proven to be a powerful inspiration and creative challenge. I strive to demonstrate that seemingly useless small leather pieces can be creatively transformed into powerful art objects.

How did you get into making leather goods? / What, or maybe who inspired you to start making?

Since childhood, I've wanted to be a fashion designer. However, I grew up in the Soviet Union. It was not the best place for such pursuits. 15 years ago, I emigrated to London and found myself in a new country, barely speaking the language. Moving to Britain has resulted in a long career break while raising two kids. However, it also opened terrific opportunities. I was not giving up on my dreams. Five years ago, after attending a very short leather bag-making workshop in London, I announced to my family that I would become a bag designer. It was a beginning of a very challenging road which ultimately ended with me leading my leather fashion accessories brand Ten Cloudy.


What is your favourite product to make/favourite commission piece?

Recently, a magician asked me to make a wallet where banknotes would miraculously disappear. It was a very fun commission, both from technical and substantive viewpoints. The notes in the stylish wallet I made did disappear, as instructed. However, the same effect can be witnessed in our regular wallets as well, occasionally, even without magic involved.


What do you love most about working with leather?

Aesthetically, I love the smell and touch of vegetable-tanned leather. Additionally, it is a very durable and long-lasting product. I love seeing people show me belts, bags, or cardholders I made for them years ago. I am proud that I've created something these people have used and valued for a long time.


What are your next goals/ Have you got any exciting new projects lined up? 

I recently joined Cockpit Arts Bloomsbury hub in London and am very excited to work at this new venue and collaborate with incredible other makers around me. I am also working on new pieces for my leather jewellery collection.

What advice would you give to someone who is thinking about becoming a leather worker or who has just started out?

My personal story has demonstrated that we should not give up on our childhood goals. It might take years and years of work and doubts, but perseverance pays off. I am lucky to be doing something I love as an everyday occupation. So the main advice is to try not to give up. The hard times should ultimately pass. Becoming a craftsperson is a very tough and winding road, but it is a very satisfying and beautiful path.

What does it mean to you to be included on the 40 under 40 list?

I am very proud and honoured to be included in this list. It shows that with persistence, one can achieve their goals. I am also very excited to learn more about other makers on this list.

How important do you think it is to keep traditional techniques alive in the modern world?

Today's fashion world is dominated by mass production. I am a passionate advocate of slow and sustainable fashion. To design and make beautiful yet long-lasting fashion items, one needs to have expert skills and knowledge regarding the relevant craft. Truly unique and bespoke items cannot be made without applying traditional techniques.
Leathercraft in the UK is a heritage craft, but it is not doing very well. There are not many active leather artisans. Many of us struggle to adapt to a new era's realities. I believe combining the modernity of design with traditions of luxury handmaking is vital to ensure that the English-made leather goods-making industry remains relevant in the global market. Otherwise, the craft can slowly die out as outdated.


What have you done to keep relevant in a digital age?

I sell products via my own online shop tencloudy.co.uk, have an Instagram page @ten.cloudy, and use online trading platforms. However, I still have so much to learn. Those who have tried to set up a meaningful ad campaign on Instagram know that it is tough to keep sanity while trying to reach the end of the labyrinth of choosing appropriate FB target audiences, ad types, ad materials and so on.


What is the biggest challenge to becoming successful in your discipline?

One needs lots of time and patience to become successful. It takes years to practice skills and get experience, and it requires lots of effort to gain recognition from your peers.
My biggest practical challenge is making my products visible to a broader audience.

Our hand-crafted goods must be seen and touched to be appreciated, and it is nearly impossible to achieve merely through online channels. COVID years proved particularly challenging, as craft fairs were shut or with meagre attendance. There were no overseas visitors, and many were understandably anxious to leave their homes. Hopefully, this year will be better. Fingers crossed).

For more information, please visit https://tencloudy.co.uk/


To join this network of great makers, please follow Natasha's Instagram page HERE