Interview mit David Jeanmonod
11. August 2010 von KerstinI love legends
David Jeanmonod lebt in Biel, wo er sich gleich zwei großen Leidenschaften intensiv widmet: dem Piercing und der Rockmusik, speziell Heavy Metal. Wer jetzt denkt, David begnüge sich damit, ein paar Ringe im Gesicht zu tragen und regelmäßig Konzerte zu besuchen, liegt falsch.
David Jeanmonod ist einer der Menschen, die es verstehen, aus ihrer Leidenschaft etwas besonderes zu machen. 1992 beschloss er, Europas größten Piercing-Laden mit der umfassendsten Piercing-Schmuck-Kollektion haben zu wollen. 1997 realisierte er seine Idee und eröffnete »Camden Town«. Heute kommen Kunden aus ganz Europa, um sich von David piercen zu lassen. Und selbst an Tagen, an denen er alle 5-10 Minuten ein Piercing setzt, bleibt er locker und behält die Faszination an seiner Arbeit.
2007 beschloss David, zusätzlich zu seinem Laden, die Größen des Rock-Business zu interviewen. Heute, nach Interviews mit Bands wie KISS, Megadeth, Clawfinger, Slipknot und HIM., kennt er nicht nur Musiker wie Gene Simmons, Eric Singer und Ville Valo persönlich, nein, sie kommen auch in seinen Shop. So entstand irgendwann auch Davids Idee, zusätzlich ein eigenes Interview-Magazin herauszugeben.
Dass alles so gut und selbstverständlich zusammen funktioniert, hat mehrere Gründe: So ist bei David sehr gut erkennbar, wieviel kontinuierliche, fokussierte Arbeit, Ideen und Kontaktaufbau hinter der gleichzeitig vorhandenen, nach außen sichtbaren »mühelosen Perfektion« stecken. Ein wesentlicher Teil des Erfolgs ist außerdem, was David gerne »Family Business« nennt. Auch Davids Frau Jenny ist mit viel Engagement für »Camden Town« bei der Sache. Neben Laden, Kollektion, Rockstar-Interviews und eigenem Magazin, konnte so auch noch die eigene Absinthe-Kollektion, genannt »Piercinthe« in Angriff genommen werden. Der Hersteller ist ein Nachbar Davids: Oliver Matter.
David Jeanmonod ist, kein Wunder bei seiner eigenen Geschichte, fasziniert von dem Spannungsfeld zwischen Images und dem darin oder dahinter liegenden »normalen Leben«. So schaut er in seinen Interviews den Rockstars gerne hinter die Show-Kulissen und liebt es selbst, auch ein »weird guy« zu sein.
Für David haben wir die Ausnahme gemacht: ein Inspiration Lounge Interview in Schriftform. Um Euch trotzdem einige persönliche Live-Eindrücke zu geben, folgt nach dem Interview noch ein Shortcuts-Video. Es entstand, nachdem unser Aufnahmegerät in ein Wasserglas gefallen war.
Das Interview
Kerstin: David, why and how did you become a Piercer?
David: My father was the director of the biggest department store in Bienne. He always told me, that you have to work hard to become a good personality. 1992 I got my first Eyebrow-Piercing in London. When I saw the Piercing shops over there for he first time, I really thought: Wow, that’s I want to have. You know, they had lots of different Piercing items and in Switzerland you only got Barbells and a few things more. So I said to myself: When I’ll have finished my apprenticeship as an electrical technician (that’s what my father wanted me to be, because it’s a solid profession – for me it was a nightmare) I want to have the biggest Piercing Shop in Europe with the biggest collection.
I opened my shop in 1997 and it really is Europe’s biggest Piercing Shop. My collection is huge, 25.000 items i.e. only for navel-Piercing – and many, many more. Every day the shop is crowded. I pierce a lot of people, sometimes every 5-10 minutes another person. This means I’ve to work concentrated all the time. Sometimes people come only to see the collection and talk a bit. Today we’ve just talked about Bienne’s big loss. Nicolas Hayek died yesterday. You know who he was?
He was a big manager, the director of Omega and he also »invented« the Swatch. He always got this idea of perfection, creation and hard work. For me he was a symbol.
Kerstin: Because of his perfection?
David: Yes, but also because of his attitude. He had a lot of success but never lost contact to normal people. He walked through Bienne like others, talking to all people, not only to the rich. Also his products or the labels he managed express this attitude. Omega and Swatch, which means there’s a swiss watch for everyone. I tell all the people, who work in my shop: Whoever comes in – a guy from around the corner, a rich young lady or a rock star – they all deserve the same amount of respect. Only if you work like this it’s good work. And for me, good work is very important. People have to be happy, they need to make a good experience.
Kerstin: When did you start to pierce people?
David: I started in 1995, when I was in the swiss military. I was at the biggest military school, placed in Lugano, stayed one month and then told them to count me out. So they sent me to the medical corps, where I stayed for three years. Every day I had to make countless injections and gained more and more experience in working with these medical instruments. After a while we started to make piercings for one another when we had some time left.
After that I went to a Piercing school in London, Camden Town. There I learnt all the facts and procedures for another 6 months. I opened my shop and in the end I can say that I’ve been lucky.
You know, in the last 25 years we’ve seen quite a lot of Piercing shops around here in Bienne, but they all had to close. Often because of selling not only the Piercing but also some kind of drugs. My idea has always been completely different. I don’t like drugs, I never smoked. I just wanted to give people a huge Piercing collection and a good, friendly and hygienic atmosphere. Ok, I like to have my own style, I like to look different and don’t want to be like many others – especially concerning cigaretts, drugs or too much alcohol. But in fact, I love to be normal – with a mask. You know, every day I go out and run 10 kilometers. I even do 100 kilometer runs. But I don’t like people to know that.
Kerstin: This sounds a bit like Tom Waits living a »typical star life« but behind the scenes he drinks green tea and eats this macrobiotic stuff.
David: Yes, perhaps it’s a bit like that. You know, last year I made an interview with an australian rock band. First I went to their concert where the lead singer was emptying one whiskey bottle after another. I was afraid and asked the manager if the singer will be in the condition to answer my questions after the concert. I got »No Problem« as an answer. They told me that it’s no whiskey but ice tea in the bottles. This means the singer is in full control while giving this Sex, Drugs and Rock’n Roll image for the audience. This is what they love to see.
I also like this image. I like people saying Wow. I like KISS on stage with all this blood and fire show. Just what I said – I love masks. With a mask you can say whatever you want, you have a Joker. For me it’s like a chance not to be David, to be someone else, just for an instant.
Even the thought gives you incredibly many possibilities. When I see my son, 5 years old, playing in his Toy Story Costume – one day he saves the world, another he fights alien enemies – isn’t that fantastic. I’m 36 now and sometimes I really want to have these times back.
Kerstin: So, what you have in common with the rock stars is that you have a special look and keep the Rock’n Roll image alive – while behind the scenes you are all hard working people?
David: Not all the rock stars are like that. Tommy Lee of Mötley Crüe i.e., he takes the Sex, Drugs and Rock’n Roll image too literally. So my interview with him was hell. A person like Gene Simmons is completely different, very intelligent, very open-minded and a perfect gentleman.
But back to what you said: really, when I open my shop, it’s my stage. I don’t look like I do now but more like a weird guy, wearing dark clothes or a rock band T-shirt and so on. I want my customers to have this impression. On the other hand I want to be a good example. I am totally focussed on my work and I never drink during the week.
You know, many people think of dirt, smokey air and alcohol when they imagine a Piercing shop. But my shop is completely different. I like other gadgets while working. Certainly Rock music – and I have 6 TVs and computers in my shop. I take care of my collection and love when people enter the shop and are surprised that it’s not like the imagined a Piercing Studio before. This experience remains in their minds and I like to make this difference. I like to make this effort.
I think, years ago people in general made more effort. I remember when Freddy Mercury died. A lot of worldwide known musicians made this »A tribute to Freddy Mercury« concert happen and thousands of people came to Wembley to show their respect and say Farewell to the former singer of Queen. Now, we have more and more a Kleenex-Age. People sit at home watching videos on Youtube, one after another. Everything is easy to get, easy to consume and to throw away. I don’t think that things like that will be remembered for a long time. They leave a big nothing and this will hopefully not be our future.
Also younger people…nearly every day some of them come into my shop and tell me that later on they want to be a piercer like me. »You can go to rock concerts, you know the rock stars, you can look like you want to, you have money, go to London once a month, that’s cool.« And I say: »Do whatever you want but don’t become a piercer. You’ll have to work very hard and constantly, you don’t have big party all the time, you’ll never go for a big holiday, you’ll have to be 100% on the job every day. This is not the fast and furious life you suppose, no getting rich pretty fast. And if you want to go to London, get yourself an Easyjet ticket and go. What’s your problem?
Kerstin: But isn’t it also true that on the other hand you do a lot to make this Piercing-Story look so damn cool. Your shop is your stage, you hear rock music while working, you colour your hair, pierce people like Eric Singer of KISS and do all these rock star interviews. I think that really seems more fascinating to a lot of people than doing a 9 to 5 office job. And they only see this »fun side«, not the work side. I think all these impressions work very well – same as with the rock star life we talked about before. In the end it’s also a big marketing story, isn’t it?
David: Yes, that’s true. But also this difference between the image and the »normal life« is very interesting. I love to interview these rock stars right after a concert. They’ve done their job, are relaxed. We’re on the same level. There’s no more rock star looking down at you from a stage.
Kerstin: When and why did you start making these rock star interviews?
David: ‘Til 2007 I went out with my dog and ran every day. Then my dog died. To push my thoughts in another direction I had to change my routine a bit. A good friend of mine works fort the »Journal du Jura«. He convinced me to make these interviews for the newspaper and gave me all his contacts. First I was afraid to do it and thought my english isn’t good enough. But then I’ve learned that if you really want to talk with somebody – you have to try and you’ll manage. Today I love doing an interview because I like to get in touch with these different interesting people. I also love rock music. Til I was 18 I was the drummer of a rock band. Today I only play for my kids – at least I try.
And, of course, I want to know what’s behind these rock star images. In my interviews I simply ask. I.e. is the blood KISS often uses for their shows real or artificial? How long do they need to put on their make-up and so on. I want to know what the musicians say themselves. I like to hear their personal points of view. That’s looking behind the masks.
Kerstin: So you like masks and looking behind them?
David: Voilà, that’s it. And I really love legends, people like Gene Simmons, Marilyn Monroe or the story of Loch Ness with this weird creature. I Iike when you don’t know wether the things you see and hear are reality or fiction, mask or no mask. You know, one day when I was a kid I started to wonder if Santa Clause really exists. I had my parents in suspicion to bring the gifts. When I asked my father he told me: »If I say now that it’s me, the story will be finished forever.« He was right. Today, in a world where so many people want to have things neat and sure, it’s much more fun to have an open end. When things aren’t clear, all remains more exciting.
Kerstin: One last question. Is there someone you’d like to recommend for our next Inspiration Lounge interview?
David: Ok, I have to think about it, because I know a lot of people who would have something interesting to tell. I think you should meet Chris aka Shippuunotenshi, He’s a great photographer and a good friend of mine.
Last but not least: David Jeanmonod in Shortcuts
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peter kowalsky (geschäftsführer und mitbegründer von bionade)
oliver matter (inhaber der matter-luginbühl ag)
susanne junker (künstlerin, stageBack shanghai)
dr. george berbari (psychiater und hirnforschung)
manuel odendahl (ruin&wesen)
joah kraus (modedesigner)