Armand Serra’s list of clients reads like a ‘Who’s Who’ of rock grandeur. As the founder and head designer of Crazy Pig Designs in Covent Garden, he has created handmade jewellery for the likes of Keith Richards, Mick Jagger, Iggy Pop, Eric Clapton and Ozzy Osbourne, and also kitted out Metallica with their famous Wolf and Skull rings. Prior to setting up the design company in 1992 with his girlfriend, Jeanette, the French born guitarist had auditioned for the likes of Iron Maiden, UFO and Motorhead, and had played lead guitar in the late 80s rock band, Panama. ltd caught up with the man behind the metal…
by Tourdates Staff Writer, first published in LondonTourdates #057 ,15th January 2010

What’s your favourite album ever?
Blow By Blow by Jeff Beck. When I first heard this LP I was totally floored. The album is a major milestone in guitar playing and it’s still amazing 34 years later. No one has ever come close since.
What was the best year ever for music?
It will have to be 1968 with Jimi Hendrix in full flight. He single handedly launched rock music to the stratosphere and everyone else followed.
What’s your earliest musical memory?
A friend turned up at my house with a 33LP. At that time I only had a bunch of pop singles. The LP was Grand Funk Live. What a blast that was!
Is there any particular album or song you never want to hear ever again?
‘Bring Your Daughter To The Slaughter’ by Iron Maiden. Worse than Spinal Tap! Sorry guys, but a ten-year-old kid could write better lyrics.
If you could meet any musical figure from history who would it be?
Jimi Hendrix.
Who would you put in your fantasy band?
Paul Rogers/Bad Company/Queen), vocals; Paul Kossoff (Free), guitar; Andy Fraser (Free), bass; Simon Kirke (Free/Bad Company), drums.
What’s the best gig you’ve ever been to?
Jeff Beck with Stanley Clarke, with Weather Report (including Jaco Pastorius) as opening act.
What was the first gig you ever went to?
Pink Floyd in 1972.
What was the last gig you ever went to?
Fleetwood Mac at Wembley last month.
CD, Vinyl or MP3?
Sorry everyone but with the right gear LPs sound the best.
John or Paul?
Can I choose George?
East Coast or West Coast?
East, if Detroit is not allowed.
Dylan or Elvis?
Dylan.
www.crazy pig designs.com