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Dinosaur Design

by Chelsea Siler

There is no magic formula as to how the world’s mega companies got to be so big. There is, however, a common denominator among the giants: most started small and built their way up, one step at a time. Google, for example, was officially incorporated while operating out of a garage. Adidas’ first shoe was constructed by Adi Dassler from a single piece of canvas.

Dinosaur Designs is not a corporate behemoth and, as such, it is able to maintain a stong connection to its humble roots. The company’s story began in 1983 when three students met at an art school in Sydney. Two years later Dinosaur Designs was officially born. Its founders - Louise Olsen, Stephen Ormandy and Liane Rossler began selling fabric and jewelry at Sydney’s Paddington Markets. For many jewelry makers, simply earning a spot at the markets is a giant feat. This was definitely the case for the Dinosaurs back then. After a few years, their products and work began earning national recognition. Shops were set up in Sydney, Melbourne and eventually New York City. Fast forward to present day and supermodel Agyness Deyn is wearing their bangles in British Vogue. Not bad for a group of art students with little previous business experience. It is safe to say that Dinosaur Designs is now a success. The best part about it? They are Aussie through and through. Their office, design facility and production factory are in Sydney and their products, to quote the Dinosaurs themselves, are still “handmade with love in Australia.”
Inspiration is a difficult task for any artist. The Dinosaurs look to our wide and diverse world to find theirs. This season’s collection was inspired by a fairly unconventional location - a breathtaking, far away and isolated place. A place most of us have never even had the opportunity (or inclination) to visit: Antarctica. The Antartica range features home wares and jewelry inspired by this vast and freezing terrain and it is not hard to see this inspiration in their designs. In fact, the accessories are so accurate, you almost expect to see dry ice smoking around the cool tones. They are not just bracelets or bangles. Each piece is a distinct work of art that you wear. They are cool, refreshing and, well, icy. Colours that will last in your wardrobe for years to come. The key that has kept the Dinosaurs growing is their commitment to their roots. They could have outsourced their factory to a cheaper market - but they haven’t. They could have switched over to mass production lines, with machines carving out thousands of identical pieces to be sold at bulk - but they won’t, and they could have moved shop to a range of fashion-friendly cities like Los Angeles, Paris and Rome - but they prefer Australia.
While their products fly to more cities than most airlines, the company has stayed firmly planted in Sydney, just a stone’s throw from the Paddington Markets where they once huddled in a booth, hoping for good weather and curious customers.
Like any good Australian (and unlike some of the mega-corporations), Dinosaur Designs cares about the environment – after all, this is where their inspiration comes from. They are 100% carbon-neutral and have been given accreditation by CitySwitch, a national energy management initiative to reduce CO2 emissions. Perhaps the most impressive thing about the company however, is their commitment to give back to Australian art.
They have a pay-it-forward outlook towards all emerging art - not just jewelry and home ware design. They have a lasting commitment to sponsor Tropfest (a wildly popular short film festival), and continue to donate various works of art to be sold at auction to support Australian charities. They even collaborated with luxury house Louis Vuitton to create a chess set for Cure Cancer Australia and are donating a portion of sales from the current Antarctica range to the Starlight Children’s Foundation. The Dinosaurs are frequently spotted at gallery openings because they are genuinely interested in helping fledgling artists, which they once were themselves.
Their work has also maintained a distinct look throughout the years. The primary material used is resin, the same substance used to build surfboards and boats. Each piece is constructed three-dimensionally by hand and then cast. It is then drilled, sandedand hand-finished, constantly evolving through the process and ensuring an individual look.
The pieces are strong, durable and long lasting, much like the company itself, which continues to move from strength to strength. Their next line in 2009 is entitled “Fungi.” Leave it to these folks to find inspiration in that. So next time you are on an international flight, remember to wear your Dinosaur Designs jewelry to show your Australian pride. It’s much more stylish than draping yourself in a flag.

Read the article as it appears in the A+D magazine!