10 Questions with Sveta Amova

Just before graduating from one of the oldest universities of design and applied arts, the Stroganov State University of Arts and Industry, S. Amova (born 1981) founded her own jewelry brand, AMOVA Jewelry, in 2003, of which she is still both the creative director and designer. Apart from her lifetime passion for working with precious stones and metals and creating jewelry collections, she has always been attracted to other artistic activities like fine drawings, oil painting, and sculptures.
For Amova, painting has always been a special way of self-expression, subtler and more sensual. The main source of her inspiration comes from sports, walking in the parks, and watching the skies. She observes her surroundings and gets ideas for her art.

www.amovaart.com | @amova_art

TENNIS REBORN | Project Description

The use of recycled materials in contemporary art has become increasingly prevalent in recent years, with many possibilities of repurposing everyday objects in new and innovative ways. Sveta Amova, an artist based in Madrid, presents her latest series featuring artworks made entirely from used tennis balls in her art project “Reborn and Blooming”.

At first glance, tennis balls may seem like a strange choice of material for artistic expression. However, upon a closer look, it becomes clear that a passionate fan of tennis and an amateur player herself, Amova has been using the unique texture and form of the balls to great effect, creating visually striking, thought-provoking, and even cosmic artworks.

The series takes as its starting point a humble tennis ball, an object that is all too often considered disposable after it has lost its bounce. Their distinctive fuzz, shape, and bright color inspired the artist to give them a second life and transform them into artworks. In the hands of Amova, the tennis ball becomes something else – a main protagonist on the canvas upon which new life blooms. Most artworks in the new series “Reborn” feature flowers made of tennis balls that burst forth in a riot of color and form. These floral creations are a testament to the power of transformation and to the potential for beauty and vitality that exists in even the most unlikely of materials.

In addition to the aesthetic appeal and magnetism of her three-dimensional paintings, Amova also raises an important question about sustainability and our relationship to the environment. By repurposing discarded tennis balls that would otherwise end up in landfills, the artist draws attention to the immense amount of waste generated by our consumer culture and encourages us to rethink our habits and behaviors. In this way, the exhibition serves as a powerful reminder of the potential for art to be both beautiful and socially engaged, offering a unique perspective on the challenges facing our planet today.

The “Reborn and Blooming” series represents a powerful statement about sustainability and the environment, as well as a celebration of the beauty and resilience of nature. Through her art, Sveta Amova encourages us to embrace a more mindful and intentional relationship with the objects in our lives and to recognize the potential for creativity and wonder that exists around us.

INTERVIEW

First of all, introduce yourself to our readers. Who are you, and how did you start experimenting with art and jewelry?

Hello everyone! First of all, before I dive into my passion and forget about everything, I'd like to thank Al-Tiba9 Magazine for this incredible opportunity to share my world with your readers! My name is Sveta Amova. I am a founder, creative director, and designer at my own brand, AMOVA, offering not just jewelry, art and sculptures, but rather a special way of self-expression and reflection of the world's unique moments on your body and your home or office.  
My life has revolved around the pursuit and creation of beauty inspired by nature, cultural differences, and, importantly, emotional moments captured in our surroundings.
Around 20 years ago, during my trip to Sri Lanka, I had this profound encounter with nature's luxurious brilliance. Walking down the ​Ratnapura market, I saw these radiant gems scattered, glistening in the sun. I just had to purchase them with a strong determination to personally cut these precious stones and share them with the world. 
As I think about it now, this drive is probably inherited from my great-grandfather, who owned a small diamond-cutting business supplying masterpieces to Maison Faberge. Should we call it the "call of duty" or the "call of blood" that inspired me to explore the art of jewelry making and metal restoration in addition to the applied arts and design that I studied in one of the most prestigious and oldest universities, Stroganov State University of Arts and Industry.
That's how I started creating my own jewelry. With the growing demands, I crafted collections that upheld the highest quality standards. This aspiration gave birth to my own brand, AMOVA Jewelry. Presently, we specialize in crafting capsule collections featuring eco-friendly stones, which we distribute globally. Furthermore, some of our creations, conceived as art pieces, are placed at permanent exhibitions in some prestigious museums.
In addition to my love for art, I have a huge passion for tennis. The aesthetic of this sport, symbolized by the vibrant tennis ball, has captivated my imagination since childhood. One scorching day, while playing under the Spanish sun, I had a momentary vision, almost like a heat-induced epiphany. This vision marked the inception of my other project line featuring this sport. A fun fact that I love sharing is that the history of tennis is very similar to the history of art, which follows a cyclical pattern. While the sport had its origins in the 15th century, it assumed its contemporary form at the turn of the 19th and 20th centuries, coinciding with a period of transformative shifts in the world of art. Paradoxically, new artistic trends and the evolution of tennis occurred concurrently. You see now how I managed not only to unite my two passions but also to intertwine the stages of their development and renaissance. 

You founded AMOVA Jewelry in 2003. How did this experience influence your current work and approach to art? 

My enduring fascination with metallic surfaces, intricate sparkling colors, and innovative textures extends beyond jewelry-making. In my artwork, I frequently incorporate the synergy of colors and metallic paints and explore different textural elements influenced by the world of jewelry. This artistic journey has allowed me to bridge jewelry and visual art, creating a unique synergy between the two.
I'm currently embarking on an exciting new project featuring tennis rackets where I'll be exploring various dimensions and experimenting with stone inlays. This artistic adventure will represent a thrilling fusion of my passions for tennis, applied arts, and jewelry, and it's a challenging experiment where I plan on pushing the boundaries of design, texture, and artistic expression. Stay tuned for a unique journey through these tennis-inspired creations, where the world of sport meets the world of art in a harmonious fusion of form and function.

How would you define yourself as an artist today? 

I combined quite different spheres of life, such as sports and art. Giving an ordinary subject a second life, as an objection from the ashes and finding a completely new sound.

Can you tell us about the process of creating your work? What is your artistic routine when working?

While creation is believed to be a free-will process, it requires discipline to keep up with the demands and quality. My routine is to work half of the day with everything related to my jewelry company. After that, I allow myself to indulge in my favorite part, creating paintings, currently tennis-related. I rarely do preliminary sketches on paper, and they are born in my head during my walks in the park. 

In your work, you are highly influenced by sports, especially tennis. How did you get interested in sports? And how do you use them for your work?

As a child, I played tennis with my grandfather, and for me, my art is like returning to that safe, familiar world. Remarkably, my circle of acquaintances has expanded to include professional tennis players, and this interesting development has had an immense impact on my creative journey. These athletes exude an extraordinary blend of charisma and strength, each possessing a unique and vibrant personality. Tennis, as a sport, thrives on the individual charisma of its players, making it a captivating sport where personalities shine bright. Their lives are impressive and inspiring.

Tell us more about the Game, Set, Ladies Night event. What was the main idea behind it, and how did it come to life? 

I had the pleasure to be introduced to Bethanie Mattek-Sands, the organizer of this event, by a common friend, who is involved in the world of tennis and appreciates the world of art. , by a mutual friend, and Bethany liked my paintings so much that she invited me to participate in her event, which takes place as part of a tennis tournament. I created a piece in deep blue of the US Open tournament's color logo, especially for her charity auction. At the event itself, we organized a performance with ten tennis players who signed the balls, and I integrated them into a piece on stage. Among the signed balls were autographs of such legends as Novak Djokovic, Spanish tennis player Paola Badossa, Stefanos Tsitsipas, Anastasia Potapova, and others. 
The second edition — "Game. Set. Ladies Night," continues with the idea of shining a light on all the amazing women in tennis, fashion, art, business, sports, and other industries for an evening of beauty and inspiration.
There are truly so many female role models to look up to, and while some have bigger platforms than others, ALL have been trailblazers with their own unique path and deserve to be elevated. There is a change coming, one where we step into our own personal power and yet realize how strong and capable we really can be when we all join together and "spiral each other upward".
Energy is everything, and we believe the energy you give out is the energy you'll get back. Feel the Game. Set. Magic.

In your opinion, what differentiates your work from the rest? In other words, what do you feel makes your work unique and truly your own?

In my opinion, I found an interesting form of combining art and sports by integrating the two aesthetics.

Is there anything else you would like to experiment with?

Yes, I would like to combine my knowledge of jewelry and art into my art pieces, perhaps to experiment with inlaid paintings with stones - crystals. I am also tempted to try finding a synergy between art and other sports. But for now, I am only contemplating going in this direction.

You live in Madrid, a thrilling city for contemporary 

Currently, Madrid is one of my favorite cities, a city with a very comfortable lifestyle. There are great art fairs in Madrid and, of course, Arco, where you can see unique pieces of art from more than 36 countries or interesting installations. The last one I was there, I was very impressed by the section curated by Marina Fokidis. I believe Madrid is a great place for art, next to Barcelona.

Finally, are there any projects you are looking forward to for the coming months?

Currently, I have a few exhibitions planned in the United States, including New York in the fall, as well as in China next year. I hope to work on more meaningful cooperation with the tennis players, creating a new tradition to exhibit my paintings in the Grand Slam tournaments.

Artist’s Talk

Al-Tiba9 Interviews is a promotional platform for artists to articulate their vision and engage them with our diverse readership through a published art dialogue. The artists are interviewed by Mohamed Benhadj, the founder & curator of Al-Tiba9, to highlight their artistic careers and introduce them to the international contemporary art scene across our vast network of museums, galleries, art professionals, art dealers, collectors, and art lovers across the globe.