How did you start “Inorog” (Unicorn)?
The idea of creating a toys studio was somehow born as we could not find an object to replace our nephew’s bunny, which was loved until it got destroyed.
My sister tried to find a transition towards other characters too, the bunny should have been washed eventually, but the effort was without success. Apparently, O. only loves bunnies. Arduously looking for the perfect bunny, we realized that we don’t find any. I knew that Mihai masters the sewing machines and other gimmicks, and therefore, the idea got shape over the night: ‘Let’s create our own bunnies!’
How did you get to the name of Inorog and why and how did you choose this name?
‘Inorog’ (stands for ‘unicorn’ in Romanian), as its symbol, came naturally like the embodiment of the fantasy and the fantastic. We like to believe that we are still children, but a little bit taller.
Who is behind the Inorog brand and what are your main professions?
Initially, we started the play in three, but in the meantime, it is just the two of us, Teodora and Mihai. This summer, I (T.) will graduate from the Architecture University. In the meantime, I flirted a little bit with the art of graphic design as well. Mihai is a photographer enchanted by nature and keen on technologies. In a balanced way, we are taking care together of all that has to do with the manufacturing and the image of Inorog.
We’re pretty sure that the “Inorog” workspace is just as impressive as the products. What does the studio look like?
In order to be able to flawlessly move through the workshop, we are trying to maintain everything, from storage space to furnishing, as minimalistic as possible. However, when we start working we bump ourselves on something. When we start creating a new series it is the messiest, with our minimalistic interior design being over – fabric samples, tulles, glossy threads and small sketches on the walls.
Where can we find your products?
At the beginning of 2015, we created an online page on Etsy (inorog.etsy.com). The listed dolls are created based on an order, as we very rarely maintain any stock. Every time we post on Instagram that a toy is ready, we get very quickly an order placed. We deliver in small batches, and the products we make available online change frequently. At the moment, we are working on creating our own website and we are going to make the whole transition there soon.
Obviously, there is also a physical display of our dolls. In 2015 we also started a nice collaboration with ROD, Cărturești, where you can find the most elegant bunnies in town. On designforkidz.com you can order our dolls together with a clothes chest, a carnival kit. Furthermore, in the spring of 2016 we started a very nice collaboration with The Slice of Art (thesliceofart.com), where, apart from our regular pieces, you can find a pair that was exclusively created for them. This pair represents a series of new delicate toys, a series of exposed dolls, denuded, stripped of all eclectic decorations.
Each brand defines one target audience or more, what does your target audience look like?
At the beginning we set our target group within the ages of 3 and 10, but lately we got orders for toys that would be used as living room or bedroom decorations, thus we adapted and enlarged our vision. Therefore, our target market is now between 3 years old and infinity, has a passion for beauty, delicacy and fantasy, decorates from time to time and, why not, plays with the decorations. Who says that you are not allowed to play with the interior design items?!
Do you have a success pattern? How did you manage in such a short time to transform Inorogii in well-known designer products?
Thank you, we are flattered!
I think that initially we have been very different from the local sphere and we sparked curiosity. Having a common language in all our design pieces and not having new objects that we cannot identify ourselves with also helped us. Oh, yes, and of course poetry!!! Each of our searches towards delicacy has an intrigue. Last autumn, in November, when the leaves had just started to fall and the summer seemed like never ending, the white mouse was born: the Ice Flower Queen. A white doll with silver woven details and a secondary layer of lace is marching down to regain its kingdom. A delicate toy like an ice flower. Of course, it crowns the ‘Ice Flowers’ series, that we continued when the winter came, and the frost froze everything. In February, at the same time as our anniversary, we created the next dolls, some ice flowers with glitter that were enjoying and partying along with us.
Now we are toying with a new series of exposed dolls, denuded, stripped of all eclectic decorations. We will experiment for a period in this direction, but working only with a single type of fabric raises challenges; of course we will not exclude the brocade, you cannot forget the first love so easily. Therefore, we invite you to follow the story on our Instagram profile @inorog_dolls, where we post most frequently about our work pieces.
I know this may seem like we’re advertising for ourselves, but would you mind telling us what do you appreciate most about Revista Atelierul?
T: I had been following your website for a long time, then I met a small part of your team at the White Night of Product Creators and Designers and it can be seen that you are a team bonded by the same passion, handmade creation. It is beautiful! Especially in this mass society, where the cheapest equals the most satisfactory, it is important that someone redirects their attention towards something else as well, to offer an alternative. If abroad every handmade product is extremely appreciated and well remunerated, here we still have much to see, understand and appreciate. You are pioneers in promoting this movement! Congratulations!
Briefly describe the design process of one Inorog. How long does it take on average?
Sometimes, we get a new doll idea after we see a fabric, such is the case of the naked harlequins. Other times, when we are working on other things, we discuss and we start to suddenly imagine other characters. Overall, we sit down and talk in the morning, while having coffee. In this first step we imagine the fabrics that we will work with, from texture to colour.
Then, the manufacturing process begins: we cut the fabrics by following the pattern, put together all the pieces and fill them up with love. Giving the finishing touches takes the most time: the details, the embroidering of the sides and the clothes manufacturing. Depending on how elaborate a doll is, it takes us on average between 2 and 4 days.
What was your biggest challenge until now?
Obviously, as we live in Romania, the biggest challenge was the financial aspect. We started this project using our own money, and our ambition; not asking our families and friends for support challenged us the most. Besides, we need to constantly face the challenge of entering into a warehouse or textile shop and getting out with even a single penny in our pocket.
We’re excited about planning, what does the future look like for the “Inorog” brand?
We are dreaming of a bigger workshop, of a wonderful embroidering machine, we dream of being fully integrated into an international market! However, until then, we are dreaming of finishing our website, during summer, when we will not be that time constrained, it is possible to launch it. We are looking forward to the future!
We are always asked to share advice to help startup businesses to develop. What is your advice for the product designers who want to start a business in this field?
Ah, this question is complicated! We think that we are at the beginning as well, we are still discovering and learning from any direction. You need to have the courage and try, to adapt according to feedback, and to equip yourself with a lot of patience. The advertising that you can do on your own is also vital!
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