Meet Patricia Jaliu of Mineral Forest in Sedona

Today we’d like to introduce you to Patricia Jaliu.

So, before we jump into specific questions, why don’t you give us some details about you and your story.
In 2007, I was working on a development project with the family real estate business and as I was meeting with various contractors and ordering lighting, I was given a lead to where I could have my own light fixtures fabricated. Looking back, I think I can safely say that it started with an obsession I developed in search of a decorative tree that I saw in a tea house in Los Angeles that I frequented. After a bit of research, I discovered what kind it was and found a supplier. One thing lead to another and before I knew it, I was collecting all sorts of gemstones and other natural artifacts and I began tinkering with decorative vignettes and displays which lead to designing my first lamp. The process felt like it was all being channeled, including getting the download for the name Mineral Forest. It was a pure passion project and I just ran with it. My educational background is in Hospitality Management and at the time, I had left the industry to work in Real Estate and the family business. Interior Design was basically an unrealized childhood dream up to that point and never in a million years did I think I would wind up designing a lighting collection!

After a move to Athens, GA and getting married and having our son, I put the work on the back burner. There is an incredible artist community that I eventually learned of in Athens and once I started plugging into it, the flood gates opened and I picked up my original vision, which was to further develop the lighting collection into a housewares line. Along the way, many serendipitous events presented themselves and simply going with the flow and allowing what unfolded became the focal point of my work. I dove into an exploratory process of working on designs that I was excited about and executed them with artisans and creatives that I would meet. It was a very expansive time and I was loving meeting and working with so many inspiring people.

The latest project I have been working on is developing a textile collection, designed from Polaroid pictures that had a mind of their own. Happy accidents seem to be the central theme in the work I do and although the creative path is all about going with the flow, there is a time when one has to hone in and pick a more focussed trajectory.

Most recently, life has brought my family out to Arizona and we landed in Sedona which is brimming with energy and creativity. I have stepped back yet again from this work to see this transition through and I eagerly await getting back to the textile collection and launching it.

Has it been a smooth road?
There have definitely been roadblocks to navigate as in any effort that is worthwhile! Talk about a major learning curve coupled with macro-level circumstances, to start off with. When I launched the lighting collection in 2008, the recession had hit so there were economical challenges to weather, people were not in the market to buy high-end one-of-a-kind pieces. Being a total novice as to how to approach design showrooms and also not having invested in professional photographs for the pieces proved to set me back even further. I had great branding but the images of the light fixtures did not translate well on the website. Once I picked up the work again and worked with a couple of professional photographers, I was ready to revamp my website, which actually turned into a whole rebranding makeover. Basically, one thing lead to another and before I knew it, I was in over my head learning to build an e-commerce shop.

All the while, knowing my goal was ultimately to have my work represented in showrooms, I wound up going down the rabbit hole of playing shop and getting side-tracked with all sorts of ideas including having a studio space that was shared with an interior designer and a painter and eventually segueing into all sorts of ideas that convention says ones must do if you have an online shop. I ended up feeling scattered as I was developing many creative ideas that were bottled up for years and then launching several products that were collaborations with other creatives. Keeping up with what it takes to run an online shop lead to burn out and a feeling of lack of direction.

The most recent detour has been my family’s decision to move to Arizona and I took it as an opportunity to regroup and settle into a new environment before launching back into work.

We’d love to hear more about your work and what you are currently focused on. What else should we know?
At the heart of it, I am an artist and a designer. All of my creations stem from a desire to surround myself with unique, soulful and quality pieces, inspired by nature, architecture and high design. What started as a lighting collection has unfolded into housewares design: art prints, stationery, stained glass trays, and textile design. Jewelry design followed to ultimately create a lifestyle design brand.

I am most proud of joining forces with incredible people who have executed my vision and designs. Without them, the final product would not exist and I would honestly not have learned and experienced so much in order to achieve my goals.

My unique aesthetic and one-of-a-kind approach sets me apart from a sea of uniformity and neutral, white-washed palettes. I love subtle and bold color and believe in sticking to what truly comes through me and not being influenced by market expectations.

We always love to ask about the support network – have there been people, perhaps mentors or advisors, who have played a big role in your success?
Working and collaborating with people is at the very core and foundation of my business. I have been truly blessed to have lived in a community that is very artist driven and to be surrounded by not only very talented creatives, but who are also very open, honest and willing to share their knowledge and experience.

Kristen Bach of Treehouse Kid & Craft for photography and business referrals. Hope Hilton for branding, graphic design and support. Logan Potterf for photography and support. Kathleen Hendrick for graphic design and support. Susan Hable of Hable Construction, for being a major inspiration and opening up her cottage for a photoshoot. Breckyn Alexander of BMA at Home, Kelley Bishop of Steel & Plank and Steve & Jill McKenzie for promoting my work. Nicely Built & Allison Skinner for web design. Jamila Tazewell of 11:11 enterprises for stationery, Katherine Ball of Great Dame for jewelry, Amber Droste of Soda Ash & Sand for stained glass and Jennifer Zamudio of Dot & Army for table linens.

Contact Info:

• Website: www.mineralforest.com
• Phone: 2134076842
• Email: patricia@mineralforest.com
• Instagram: @mineral_forest
• Facebook: @mineralforest

Image Credit:
Kristin Karch, Kristen Bach, Logan Potterf

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