A chat with Fin
We sat down with Fin Matson, the co-founder, designer, and creative brain behind Yoreh, and asked him a few questions…
Yuki: Every time I walk into your office, you're listening to music. What's your go-to when you're working?
Fin: I used to listen to music 24/7, but at the moment I’m trying to bring in some stillness for a few hours a day, especially when working, and I actually enjoy it. But aside from that, I love The Brian Jonestown Massacre, one of my favorite bands for many years. I saw them live last year in LA, which made me like them even more. So usually, I’ll have a live gig from them playing on YouTube.
Yuki: Yeah, definitely a great band. Do you feel like music inspired you to design some jewelry pieces?
Fin: Mhmm, I definitely feel like that kind of music inspired me to start Yoreh. I spent my teenage years skateboarding around Germany and listening to a lot of classic and psychedelic rock. That whole culture around it, mixed with art, sort of became Yoreh for me. So yes, I’m definitely inspired by music, but not necessarily for specific designs, more for the overall vibe of the brand.
Yuki: Tell us more about you back in the day, you said you’re from Germany?
Fin: Yes, correct. Born and raised in Germany. I’d say it was quite a wild youth, between dropping out of school early and skateboarding every day. It was a wild time, but probably not the healthiest. I never really felt like Germany was my place, so I decided to leave and travel the world when I was 20, just to see where it would take me. That was about 10 years ago now. I picked up a camera pretty soon after I left, and that became my main thing over the next few years. I managed to turn it into a small business as a photographer. I’m super grateful I got to go on that journey by myself, especially since I felt really lost in my younger years. Leaving Germany without a plan, barely speaking English, that was a big leap. But yeah, it worked out pretty well, I’d say.
Yuki: Sounds like a wild time. Are you still a photographer?
Fin: I mean, not too sure what it means to “be a photographer,” but yes, I still take a lot of photos, pretty much every day. If you mean as a job, not as much anymore. But I still take on gigs here and there if I feel passionate about them. Obviously, with Yoreh, there are a lot of photos to take, and I shoot most of them myself, or at least I creative direct the shoots. So I’m definitely still involved in photography, and it’ll forever be a passion of mine.
(some of Fin's recent shots)
Yuki: Where do you see your photography going?
Fin: I’m really trying to step away from these perfect travel images. Over the years, I tried to perfect everything I shot, but at some point, my images stopped making me feel anything. That was a turning point for me. I kind of began again from scratch. Now I only shoot on a film camera, which has slowed me down a lot and made me reconsider everything way more before I press the shutter. I hope to one day create a photo and poetry book, but right now I’m very busy building Yoreh, so that’s more of a two to three-year plan.
Yuki: Why did you move to Bali?
Fin: Mhmm. I had visited Bali a few times before I moved here, and I always felt a special connection to the island. I actually bought my first silver ring here years ago. About three years ago, I had just wrapped up a project and didn’t know where to go next, so I thought I’d spend some time in Bali. And then things just started to evolve pretty quickly, so I decided to move here full time and make it my base.
Yuki: Is that when you started Yoreh?
Fin: Yeah, kind of. But it actually started way earlier, when I was about 11 or 12, I took a silversmithing class with my grandma. I made my first rings there and even gave one to a girl at the time, haha. Later, I started a clothing brand at 16 but never really pursued it. When I moved to Bali, I was craving another creative project alongside photography and decided to start making my own jewelry. Bali also happens to be one of the best places in the world to produce jewelry, so it was kind of an obvious decision. And then after meeting my business partner Matt, everything started to fall into place quickly.
Yuki: What’s the best thing about Yoreh, in your opinion?
Fin: I’d say all the amazing, creative people I’ve been able to connect with over the years. The models, photographers, and videographers we’ve worked with, especially our first campaign in California. Building those connections and lifelong friendships has been incredible. I also love that I can be both the creative and the brand itself. No one tells me what to do, and I don’t have any briefs or guidelines to follow. It’s total creative freedom, which I really value.
Yuki: Any advice you’d give your younger self, or to someone who wants to do something similar?
Fin:Haha, yeah, sure. I’d recommend reading the book Letters to a Young Poet by Rainer Maria Rilke. That book changed my life. I also have this little guide, or maybe more of a reminder, I call it “Fin’s Life Rules.” I’ve never shared it before, I usually just read it to myself every morning. It’s not fully written by me, more like a collection of inspiring phrases I’ve put together over the years. So I’ll add that to this. Also, I recently did a podcast with a good friend, I'll link it here in case anyone wants to listen and hear a bit more.
Thanks again to Fin for sharing so openly. If you’re in Bali, swing by House of Yoreh to see the pieces in person, or just come say hi. For more photography and behind-the-scenes moments from our co-founder, check out his Instagram.
