Interview with Crevia Soh, Founder of Aiverc, Australia

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Crevia Soh

As Founder of Aiverc, Crevia’s passion in creative arts and objects are a guiding force towards her entrepreneurial spirit and eye for design.

Interview with the 2020 MUSE Design Awards Winner - Crevia Soh

1Please give us a brief bio of yourself and your background.

I grew up with a passion in creative arts and objects. It is an influential force that has guided my entrepreneurial spirit and eye for design. After migrating to Sydney, I immersed myself in edible sculpture as a patissier, before forging my path in designing artistic watches and jewellery. I sought to combine unique expression, fashion, and affordability. As someone that have a unique taste with a cross between modern and contemporary, I am more attracted to something that is completely different from the mainstream.

2What made you become/why did you choose to become a designer/artist?

I have always have an eye for design. Since I was young, I have always immersed myself into art project at school which is indeed very fun. However, back in my hometown, design or makers didn’t have much access into the outside world which makes it unstable financially.

The future I see then started to change when I immigrated to Sydney to study. I have a passion for cooking, and I am always more interested in chocolate sculptures and art, or cake art. Therefore, I decided to take another step towards design to discover my talent.

3Tell us more about your business/company, job profile, and what you do.

As a contemporary watch brand, AIVERC advocates a unique style of spiritual temperament which represents self-discipline, self-confidence, and natural freedom. For this purpose, the brand has maintained certain dialogues with the new generation of artistic pioneers and life-opinion leaders. By crossover design process along with architecture, painting and different kinds of artwork, AIVERC has been playing a positive role in representing artistic aesthetics to people’s daily fashion life, starting from timepieces.

As Founder and CEO of Aiverc, I am the full package of designer and manager. We cater to people who wanted to see more of their artistic self and are unafraid to express it. As a very timeless and versatile design, our accessories can be worn with casual or elegant evening looks.

4What does “design” mean to you?

In my opinion, design is a way to express one’s visual creativity into reality. It can be appear in all sorts of forms whether they are decorative or functional.

5What’s your favorite kind of design and why?

Design that serves a purpose to the user. A good design helps a customer to express themselves in the product and not by the artist's expression. It should be able to communicate what the user wants to project to the world.

6Describe your design style and its main characteristics.

My design style is a combination of contemporary art and fashion without losing its functionality and quality.

7Tell us about your design process.

Aiverc’s research to support the design of Jørn Utzon Collection began in April 2018. The project started in June 2018 and was designed and completed by September of that same year. The first prototype was completed in November 2018 and the company’s product launch occurred in February 2019 on Kickstarter. The project was featured in multiple media outlets, including Digital Journal, Daily Herald, Men-style Fashion Magazine, ABC News and Haulogerie.

In the new 2020, Aiverc is projecting to introduce our cork leather option for sustainable and eco-friendly alternatives. Unlike its synthetic counterparts, cork is an inherently sustainable resource, both renewable and biodegradable. The cork oak tree (Quercus suber) is unique in that its thick bark can be stripped off every decade to extract the cork without damaging the trees, which can live 170 to 250 years on average. Therefore, cork leather is the movement to help us reduce greenhouse gas emissions.

8Do you think your country and its cultural heritage has an impact on your design process?

Absolutely. Every single piece of my design tries to project a certain expression, especially when our new collection of cork leather can help global warming. Due to growing up in the country where landfill is unavoidable, this project was to help consumers understand that choosing sustainable products can turn the world into a better place.

9Congratulations! As the winner of the 2020 MUSE Design Awards, what does it mean to you and your company and team to receive this award distinction?

By winning this award, it helps us to gain recognition and confidence in our company. It is a pride and create a distinction on our product to our competitors.

10Can you explain a bit about the winning work you entered into the 2020 MUSE Design Awards, and why you chose to enter this project?

As we are looking to enter the US market, MUSE Awards has been able to provide us a recognition of success in terms of design in US.

11What was the biggest challenge with this project?

The challenge of this project is to produce the special dial. As the dial is unique and using a special cutting tools, we have spent almost a year to get the design manufacturing on the right direction.

12How has winning an Award developed your practice/career?

It is a special recognition that means a lot to me as a person and the company. It really helps me to gain more confidence in myself and the company.

13What are your top three (3) favorite things about our industry?

Trend, functionality and future visualisation.

14What makes your country specifically, unique in the design industry?

I think the designs in Australia are mainly focused on indigenous designs.

15Where do you see the evolution of design industry going over the next 5-10 years?

In general, the design industry has been around and been integrated with people’s lives everywhere. In the future, people will be more concerned about designs that help people in terms of health improvement, living and lifestyle.

16If you were a student entering this industry or an aspiring MUSE Design Awards submitter, what advice would you give them?

Just do it. If you have a design in mind and are not sure if it is good or bad, just do it. You never know until you try, or else you will always wonder what is it like if you do.

17What resources would you recommend to someone who wants to improve their skills in the design industry?

There are a lot of resources for free nowadays. You can start your research from following design pages, designer, or art people on social media and Youtube. There are also platforms to learn; for example, Skillshare.

18Tell us something you have never told anyone else.

I don’t have a design background and never go to design school but I did it anyway. I can only figure out if I am good at something or not by doing it. During my journey, I discover more about myself in terms of what I don’t like and like. I don’t think that because of my background, I am less qualified than any other people. I care a lot about the people who are willing to pay for my design because they appreciate my work.

19Who has inspired you in your life and why?

There is no exact person who inspired me. However, I am always inspired by entrepreneur stories who comes from a disadvantaged background and make it in life. I would say I am inspired by all the people who make it to the top because they hustle and take what they are worth.

Winning Entries

Aiverc watch - Jørn Utzon Collection | 2020

Aiverc watch - Jørn Utzon Collection | MUSE Design Awards

As a contemporary watch brand, AIVERC advocates a unique style of spiritual temperament which represents self-discipline, self-confidence, and natural...
(read more at MUSE Design Awards)


As a contemporary watch brand, AIVERC advocates a unique style of spiritual temperament which represents self-discipline, self-confidence, and natural freedom.