One of the aims of the company is to create balance between furniture design and physical wood work. Aside from the deep interest in the design process, I like to see a concept being created. The balance between the two brings the best result in the complex process of creating high-quality furniture.

I use a bimodal approach to the design process: In the first, I start by making rough sketches on paper and follow that idea until I attain the final design. Further I decide the dimensions of the pieces and their connections.The second approach is rather artistic. After carefully observing rough pieces of wood, I decide the best purpose they could have based on their form and shape. Afterwords I work on the design details. 

Wood is a very inspiring material to work with. Each piece is unique, having its own drawings, characteristics, feelings. This particular nature of the material demands a unique approach to each piece. The selection of the wood, depending on the way it is produced and worked out, has an essential influence on the end result, making the design process incomplete if the material is inadequate. By default, all these steps are as important as the design itself and this is why Jera Wood strives for this holistic approach.