ESTILA interiors guide
ISSUE 39/40
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Welcome to the second ESTILA GUIDE
COLOUR POWER
Following our successful TIMELESS BEAUTY - The Beauty Guide - we released last year, I decided to do another guide, this time focusing on interiors. From reading about the design talents of the industry to finding new suppliers and brands, this carefully curated, digital INTERIORS GUIDE is all about understanding and embracing colour in interiors. If you are an interior and colour lover, this edition is for you! As always, thank you so much for reading and your support! Please keep sharing your thoughts with us on social media with #estilamag hashtag. We love seeing and reading them all. Enjoy,
Karolina xx Karolina Barnes editor in chief
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“THE DETAILS ARE NOT THE
DETAILS, THEY MAKE THE DESIGN. Charles Eames
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editor's must- reads designers Thompson Clarke Interiors 06 An inspirational interview with the founders of Thompson Clarke Interiors, sharing their experiences and industry knowledge.
art Elizabeth Grant 28 An amazing interview with artist Elizabeth Grant, who shares her story with us, talking about the inspiration behind her varied work and commissions for the WWF.
lighting supplier Rosanna Lonsdale 20 An interview with Rosanna, the founder and designer of her namesake lighting and lifestyle brand, known for her unique colourful designs.
Cover: Colour Power, p.34 4
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design duo
Thompson Clarke Interiors interview by Nicola McCullough, images provided by Thompson Clarke
Thompson Clarke is a Belfast-based interior design consultancy specialising in beautiful interiors and accessories for private homes and commercial premises. We caught up with design duo, Sara Thompson and Lindy Clarke, to discuss achieving balance in a creative yet curated fashion, designing for the long term and favourite spaces in their own homes.
“Nothing should match; beautiful things always go together.�
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Tell us about your journey to a career in interior design. Sara: My background is fine art and antiques, having studied the history of art at University and started my first job at Adam’s Auctioneers in Dublin (the Sotheby’s of Ireland). I built up knowledge of interiors from sourcing and selling beautiful unique furniture and amazing art and this still forms the core of how we embrace our projects today. Lindy and I met in an art gallery, sourcing pieces for a project and the rest is history. We joined forces and expertise and Thompson Clarke Interiors has gone from strength to strength ever since. Lindy: I studied textile design at the University of Ulster and after a short period working in a large interiors store, I took the bold move and set up my own interior design business in Belfast. It was daunting at first but I was so passionate about what I did and my design ethos that I knew it was the right thing to do. The projects came in one by one, growing year on year, and 30 years later we have worked on many gorgeous residential projects, offices, cafés, hotels and bars. Does Thompson Clarke have a distinct interiors style? At Thompson Clarke, we always say ‘nothing should match; beautiful things always go together’. We try to avoid the perfect and pristine look where we can, aiming to achieve balance in textiles, colour, pattern and artworks in a creative yet curated fashion. Our projects usually start with one key piece - be it a rug, a piece of artwork, an old cabinet, or a client’s love for something. We work from here, building up the room, layer by layer - from soft subtle walls and upholstery to beautiful rugs, cushions, artwork and lighting. No two projects are the same and we love being challenged. At the moment we’re working on a castle which is going to be magnificent.
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Do you prefer a blank canvas or redesign? Our projects are a fair balance of both and to be honest we have no real preference. While a blank canvas can at first appear daunting as it is so open ended, it is also hugely exciting and allows us to be as creative as required and have full control of the end design. We regularly work on large scale residential builds, from the ground up, that can take a couple of years to complete start to finish. There is a huge sense of accomplishment when the client moves in and their dream home has been realised. Equally, we love the renovation, where we make the best use of the space and regularly have to think outside the box to achieve the balance between old and new. It’s a regular battle against space and age. It can be messy and complicated yet the end result is something to be proud of as we breathe new life into the tired and previously unloved. What are your biggest business lessons learnt so far? Stay true to your style and believe in what you love. We are passionate about interiors, the fabrics we meticulously source and unique furniture we supply. We won’t compromise on quality materials and good design for a quick turnaround or cheap fix. We design for the long term with products we genuinely love and believe are beautiful.
“We love working on projects where we make the best use of the space and regularly have to think outside the box to achieve the balance between old and new.”
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Where do you find inspiration? Everywhere and at every opportunity. We travel across Europe and further afield for rugs, antiques, collectables to source pieces that the regular stores don’t have access to. While visiting cities, the architecture calls out to us and we find ourselves photographing a front door, railing detail or even the fashion we see. Equally, visiting art galleries and auction houses is a big passion and a wealth of inspiration for projects. We recently viewed the Pierre Bonnard exhibition at the Tate which is full of colour and light and I can see mood boards starting to build around his palette. What's the first thing you tend to change to refresh a tired looking space? It would usually be the wall colour first and foremost, particularly if the budget was limited. Over the years, magnolia and creams or garish reds and yellows have fallen out of favour, being replaced by soft neutral taupes and greys for a more calming look. Equally, if a room needs more impact, changing from a neutral light taupe to an impactful blue or plaster can be really effective.
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How much importance do you place on artwork in your designs? Artwork is hugely important in our designs. We always say a room is never finished until the walls are decorated too. Art gives the design that extra personality that is a true reflection of the mood in the room or the clients themselves. We often centre a room design around the art, or vice verse, ensuring the artwork communicates within the space. We love working with local artist Paloma King. Her paintings are truly unique, thoughtful and even spiritual. They help you to relax because they are mainly abstract works that you can interpret in many different ways. Her colour palette is amazing, and without being too matchy, they help pull a whole room together also. What's your favourite room in your own home and why? Sara: I would instantly say my kitchen as I spend so much time in there and it's gorgeous, but truthfully I’m most inspired by my bathroom. It doesn’t feel like a bathroom, more like a room that happens to have a bath and shower in it. It has high ceilings and a large Georgian window, which the bath aligns with, so you can sit and soak while gazing out at the fields and sky. It is panelled and papered in a gorgeous hummingbird wallpaper and the vanity is custom designed so looks like a piece of freestanding furniture and cleverly hides away all my bathroom clutter. Lindy: It’s my drawing room. Over the years I have totally decluttered, leaving myself with my most favourite pieces. I’ve gathered many pieces of art and furniture over the years and still absolutely love everything I have, from a rug that my grandfather bought me as a wedding present to a beautiful hand-painted cupboard that my mum painted. Each piece I have tells a story. I love art and am an avid collector. If you have the opportunity to buy beautiful things you can create a home anywhere. That is very important to me.
THOMPSONCLARKE.COM | IG @THOMPSONCLARKEINTERIORS 11
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Say it with orange words by Monika Pick, photography kindly provided by The Coral Room
Orange can be quite a difficult colour to get right. And while it represents happiness and sunshine, thanks to its red undertone, it has energy and drive. In the 70s, it was omnipresent in pretty much every British home, but nowadays, not many people dare to venture into its territory. Orange is great as an accent colour, but probably should be avoided, if you wish to create a relaxing ambience. Whether orange is your favourite colour or not, let's indulge ourselves in these stunning interiors of The Coral Room. The Coral Room, set in the heart of Bloomsbury, is a grand salon bar reflective of an exquisite country house transported to the city, with a secluded cigar terrace, inimitable cocktail list and an extensive English sparkling wine list. The vibrant bar inspired by a ‘country-meets-city’ concept, evokes the collaborative Martin Brudnizki interior design.
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Housed within The Bloomsbury hotel – a Sir Edwin Lutyens, Grade-II listed building on Great Russell Street in London – the distinctive coral coloured walls, five beautiful bespoke Murano glass chandeliers and stunning fused glass and marble topped bar mirrors the buildings iconic heritage. What’s more, acclaimed British illustrator Luke Edward Hall (above) has created 36 bespoke pieces of original art to line the coral walls inspired by the ever-evolving Bloomsbury area. In contrast, the traditional panelling and natural materials allow guests to be transported to a relaxing country escape without leaving the city. Feeling inspired? If you are, why not add this stunning interior on your list of places to visit and experience it for yourself. More details can be found on: thecoralroom.co.uk For the full article, tap here. IG @SECRETGARDENHOME 15
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wallpaper supplier
MuralsWallpaper text and images by MuralsWallpaper
2019 marks the centenary of the Bauhaus art school, established in 1919. To celebrate, MuralsWallpaper has designed a signature new collection that references classic Bauhaus shapes and colours, scaled up as murals in a modern interpretation of the movement. These statement surface designs incorporate flat concrete textures inspired by Bauhaus architecture and transform Bauhaus' iconic primary colour palette to tones that make them more accessible and ideal for modern home decoration. The overlaying of colours and shapes that make up the murals are inspired by the colour theory work of Bauhaus' Josef Albers and by László Moholy-Nagy, a professor at the art school who explored perspective in his paintings. Featuring layered architectural shapes and shifting directions, the murals use minimal lines to present a contrast of sharp angles and soft, curved shapes. The simplicity of the geometric forms and colours come together to make a bold impact.
“Inspired by Bauhaus architecture, MuralsWallpaper designs are for anyone who loves colour blocking in subtle tones.”
Previous page: Neues Sehen 17
Kreis
Dreieck
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Perspektive
These wall mural designs capture the dynamic, asymmetric forms of original Bauhaus exhibition posters on a scale that is simply not possible using traditional on-the-roll wallpaper. From dedicated design enthusiasts to all who unknowingly experience the great influence of Bauhaus in the designs they see every day, everyone can celebrate Bauhaus in a big way at home with these six murals - Neues Sehen (new vision), Perspektive (perspective), Kreis (circle), Bilden (form), Dreieck (triangle) and Dessau (German city home to one of the three Bauhaus schools). The vision of Bauhaus paved the way for graphic design and the modern age. 100 years on, its incredible influence can be seen all around and continues to be explored in interior design. PRICES start from ÂŁ30.00 per square metre
MURALSWALLPAPER.CO.UK 19
Palm Beach Large Decorative Base, from ÂŁ565.00 20
lighting supplier
Rosanna Lonsdale interview by Karolina Barnes, photography provided by Rosanna Lonsdale
What sparked the idea for your namesake brand? My grandmother used to make these beautiful decalcomania lamps so I grew up being surrounded by them. I was working in a huge advertising agency and longed to do something creative, re-creating my grandmother's lamps, modernising her ideas. I decided to leave my job and take a leap at modernising her designs, giving people more choice and customisation. I love the variety you get from starting a business since you’ve got to cover all departments yourself, with the favourite part being the creative process of designing and making the lamps. It started in my kitchen and has organically grown to me now having a studio in SW London. I now have lamps in Nina Campbell's showroom and am selling to private clients, interior designers across the UK, USA, Europe, Middle East, Canada, Australia, Japan and the Caribbean. Your products are absolutely beautiful. Where do you find inspiration for your designs? My first collection was a tropical whimsical theme - aimed at bringing a bit of the outside in to create something fresh and uplifting. I wanted to create designs that are classic eclectic - that have the grandeur and quality of something traditional but with a more colourful contemporary twist. It was important that they weren’t just functional but a piece of art in their own right.
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Can you tell us more about your business model? Do you work with interior designers too? I started off testing the products at fairs and Christmas markets, launched my website and then sold direct to private clients, interior designers and some online boutiques. As I don’t wholesale to stores, it cuts out the middleman and means I can charge less for handmade British products.
What is the most popular product? My Pink Ladies lamp in large (below) - it is my absolute favourite and works very well as oversized bedside lamps as they can make a room feel larger. I think people love the pink brass and ivory together - and the whimsical and fluid nature of the flamingoes.
Gathered Silk Lampshade Emerald Green and Charcoal Blue from ÂŁ65
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Our five favourites
Yellow and Green Cushion, £68.00
Blue and Peach Cushion, £68.00
Red Silk Ikat Lampshade, £180.00
Elephant in the Room Large, £565.00-£610.00
Green Silk Ikat Lampshade, £180.00
ROSANNALONSDALE.COM | IG @ROSANNALONSDALE 23
Yeshen Venema cushions 24
textile supplier
Rowenna Mason text and photography provided by Rowenna Mason
I'm Rowenna, a textile designer based at Cockpit Arts studios in London. My woven fabrics combine vibrant seasonal colours with soft geometric patterns – ideal for light and cosy interiors. I take an almost painterly approach to design, with the loom as my canvas and the yarns as my palette. Pops of fresh and playful colours filter through all my pieces. From wintery greys to summer pinks, each new design reflects the shades of pastel townhouses, painted beach huts and English country gardens. My weaving pushes what is technically possible to innovate limitless new patterns, overlapping simple lines and shapes to create intricate 3D effects. Every piece is designed and sampled on my hand-loom in my London studio, using 100% pure new wool. The final product is skilfully woven in a traditional Welsh mill, then hand-finished back in the studio. MY KEY DESIGN ELEMENTS Soft geometrics: I like the simplicity of mathematical geometry. The lines and basic shapes, alongside vibrant colours, interplay to create intricate and complex patterns. It’s simple and subtle. But the more you look, the more you see. Fresh breezy, light: I’m always happy to see the colour pops of pastel townhouses or Bournemouth beach huts against the blue skies. It contrasts with the otherwise grey concrete landscape. I also like considered and cosy interior design, with lovely layers of textiles and accents of patterns and colour, where everything has its place. These things are refreshing and peaceful yet interesting.
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Britishness: Having grown up in Bournemouth, I always find it nostalgic visiting the coast, going on beach walks in my wellies with family friends, breathing in the views, the clinking of boat masts, blackberry picking in country lanes. I love the changing seasons and the annual family rituals. Even the fruits, flowers and landscapes reflect the seasons.
ROWENNAMASON.CO.UK| IG @ROWENNAMASON 27
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SHOPPING
LIKE THEM, GET THEM research and graphics by Emilia Vespoli
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HOUSEOLOGY - IT'S ABOUT ROMI NASHVILLE Wall Lamp HOUSEOLOGY - EICHHOLTZ - GIULIETTA 3 Seater Velvet Sofa HOUSEOLOGY - PACINI E CAPPELLINI Maddy Sideboard HOUSEOLOGY - FINK LIVING Bela Coffee Table
LIBERTY LONDON - SOHO HOME Monroe Oblong Cushion LIBERTY LONDON - LUKE EDWARD HALL Hand-Painted Face Tasselled Cushion MADE Grover Accent Chair OLIVER BONAS Self Love Club Art A3 SWOON - TAMMY Side table AMARA - BITOSSI HOME Tumblers THE RUG COMPANY Witton Bright
FOLLOW EMILIA AT VIA SAN VITO FOR MORE INSPIRATION
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artist spotlight
Elizabeth Grant interview by Karolina Barnes, photography provided by Elizabeth Grant
Coming onto the art scene only three years ago, Elizabeth Grant has already been commissioned to create work for WWF, RSPB and MAN Trucks with other projects in the pipeline. Always passionate about creativity and art from an early age, she is a self-taught artist who uses a variety of techniques in her works, capturing the feeling and essence of her subject. Here I chat with Elizabeth about her journey from working in her husband's business to her new found career in the art world. Previous page: Tea Ceremony
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Pink Clouds
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When did you realise you have a passion for art? I have always had a passion for creativity and art from such a young age. I was constantly painting, drawing and sketching as a child filling our home with what I thought were masterpieces! My art career did not start for me really until about 3 years ago, a late bloomer one might say. With a very busy career working in my husband’s business and children, I did not have the time for myself, and my art. Satisfying my creative needs with various projects, for instance, my daughter's huge dance show every two years, helping with costumes and sets or organising parties, wedding receptions and charity events. Then, when I could step down from my role in the company, I thought, right, this is my time, something for me, so here I am. I have grown as an artist with many sales under my belt, selected for amazing Art Fairs and have had the opportunity to have worked on commissions and wonderfully exciting collaborations. To date, I have worked with WWF, RSPB and MAN Trucks with other projects in the pipeline, too. It is a very exciting time. One thing, which is quite unusual about you, is that your artwork is quite varied, from abstract to animal and glamour art. How would you describe your style and what is the common thread throughout your work? I have never been confined to one subject, preferring to vary my media to suit my project. The subject matter of each body of work determines the materials and the forms of the work. I mainly work in acrylics and have used resin in a great deal of my pieces and of late have delved into the world of watercolour, which I am loving by the way. It is very unforgiving and difficult to work with especially on a large scale but the end results are wonderful. Each project often consists of multiple works, often in a range of different media, grouped around specific themes and meanings. During research and production, new areas of interest arise and lead to the next body of work. 33
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I am not one for following trends with my art or in my personal life. I paint with passion and I have to love the subject too, it all has to come from within. And of course, always wanting to be an individual! I think my works stand apart from others as I purposefully make it different to what is on offer. I love to explore other styles and techniques. I allow myself the freedom to play and create like a child. This helps me to keep an open mind to new possibilities and new creations. I see a great deal of dark and depressing art, messy abstracts and single dots on huge canvases, well, this is not for me at all. I think of my work as the colour for the soul. I start each piece with an image in my head, always having a vision of how I want it to look, very rarely painting or drawing practice studies. I like it to evolve and change as I pour or paint with my vision in mind. I seek to convince the viewer to engage in conversation and to prompt an emotional reaction. I want to take you on a journey with my work with the infusion of beauty, colour, harmony and intrigue; I hope that potential clients will find that original piece that will meet their artistic sensibilities. I want the owner to fall in love and enjoy my art for many years to come. We’ve noticed your stunning collaboration with WWF. Can you tell us how it came about and what was the brief? My biggest success to date was being commissioned by the WWF (World Wildlife Fund) to paint six animals for various projects. They saw my work and loved my style (my loose watercolour style that I had painted many animals in). It all came about by pure chance; I had let a colleague of mine use one of my images for a presentation he was giving to the WWF for a new product they were launching for a state of the art re-usable stainless steel water bottle. They absolutely loved the Ice Bottle but then went on to say we love this artwork, who is the artist? The rest, as they say, is history. It was so exciting, going along to their head office for my meeting, discussing my art and then being told yes, we would love you go ahead, a truly wonderful moment in my career! 35
They wanted six animals that were going to be printed on the new stainless steel bottle Ice Bottle they were launching in their shop just in time for Christmas. I was given free rein with colours and composition. I am happy to say that they all sold out! This was a huge wow moment in my career. I think as an artist getting a commission like this is a dream come true. The WWF is so high profile and it is a great job to have on my CV. I feel so humbled to have been able to help save these magnificent endangered animals in my small way. I have now been approached by the WWF in two other countries to use my images. Where do you find your inspiration / have you got mentors / other artists you look up to? My inspiration truly can come from anywhere. The world around me inspires me, nature plays a huge part in my work as well as the colours of everyday life, the seasons, people, capturing the pinpoints of light in a sun setting night sky, the deep shades of blue where the sea falls into an ocean chasm or the feeling of movement from a flowing river, the drape of a piece of material or clothing and of late, my fascination and interest in Asia, I think this is ingrained in me with my Far Eastern roots, my mother was born in Shanghai so I am always looking to that part of the world for a huge amount of my inspiration, especially the Geishas and Kimonos, both intriguing and beautiful. I want the viewer to feel, that if they touched the kimono, they would feel the silk and sense the serenity and mystery of the Geisha.
“This was a huge wow moment in my career. I think as an artist, getting a commission like this is a dream come true.�
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Pas De Deux
With regards to mentors and other artists I look up to, I find that I get a huge deal of inspiration from my artist friends I have made since I began my journey. I am constantly in touch with many of them and as well as exchanging techniques, advice and words of encouragement we also meet at Exhibitions and Art Fairs. As for artists that inspire, there are many, Monet is one of my classic favourites for his beautiful use of colour and Degas as I just love his paintings of dancers, the beauty and movement captured by the artist to me is perfect and maybe I am drawn to him as my daughter is a ballet teacher. Bradley Theodore is another, as his bold use of colour is so striking! And lastly, Alexandra Gallagher, the composition of her pieces is so intriguing as I love her attention to detail, probably as I am also a detail freak myself! ELIZABETHGRANTART.COM | IG @ELIZABETHGRANTART 37
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COVER STORY
Colour Power words and graphics by Karolina Barnes
Somehow constraint and reserved, the Pastel Colour Power shows its gracefulness and elegance through organised and simplistic feel where elements of softer tones are mixed with clear structure and order. THE CURVARELLA TURMERIC VELVET CHAIR STORY Stunningly stylish, deliciously decorative, the Curvarella turmeric velvet armchair is a statement chair for a glamorous living. The velvet is in a rich shade of turmeric, with a fabulously oversized curved back that cocoons you in luxury. The gold coloured steel legs give an airy feel despite the large size of this charismatic chair, and if you have space for it to shine, it’s sure to bring Hollywood glamour to your décor. Price £708.00 Available at audenza.com THE GREEN PALM LEAF STOOL STORY Modern green palm print fabric sits atop a circular gold base to create the most luxurious eye-catcher, the Marie ottoman. This compact stool is the glamorous footrest your tired feet have been calling for. Pop it in front of your sofa or in your bedroom to make the chicest statement you could possibly make. Price £79.00 Available at cultfurniture.com THE WOODCROFT ROUND MIRROR STORY If you're looking for a large mirror to add some pizzaz to your living spaces; stop your search! This fabulous mirror is bound to add the elegance factor to wherever it's placed in your home - and you can see why. The mirror has a thin, antique brass rim enhancing the luxurious feel. Price £750.00 Available at sweetpeaandwillow.com THE BLUE VASE STORY The Isla blue glass vase is sculptural and stately, with echoes of the Art Deco era in a stunning blue. A great centrepiece for the table, or to jazz up the mantelpiece with a few flowers. The Isla blue glass vase looks fabulous with light streaming through the glass for a jewelled effect. The gold band is applied by hand and is therefore not a really snug fit, but this does not detract from its beauty. Price £28.95 Available at audenza.com 39
new brands discovered interview and photography by Karolina Barnes 40
BLACK & WHITE A classic combination that never goes out of style.
THE WOOL PLATE STORY The Berber Wool Plate is handcrafted from sustainable palm leaves and then covered in wool in an eye-catching stripe design. This one is for the Monochrome lovers! Use it as a fruit bowl or hang it on the wall as a piece of art. Price £45.00 Available at beldimaisoninteriors.com THE MONOCHROME THROW STORY Pauline Brettell, the founder of Tea in Tangier, travels to and around Tangier, which resulted in a lot of time spent with artisans and weavers in the area. They are always on top of her list when sourcing textiles for her interior designer clients. Whether off the shelf or completely bespoke, Pauline is passionate about the fair process of designing, sourcing and shopping, making it beneficial to her clients and the artisans. Price £75.00 | Available via Tea in Tangier THE CANDLE PLATE STORY Made by Pyropet, this large porcelain candle plate features a unique geometric design to protect your surfaces from melting candle wax. Price £12.00 Available at in-residence.co.uk 41
Featured products: Wall art by Misshandled | Napkin rings by Eliza Bautista | Aqua Vase by Nisi Living | Gold Cutlery by LIV Interior
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SPRING COLOURS
Inspired by the colours of early spring flowering trees and the warmer weather.
THE VASE STORY Designed by the Dutch Pols Potten, this Aqua Bullet Vase brings colour to your table. Pols Potten is known for their use of traditional glass-making techniques, as well as high-end quality. Price £45.00 Available at nisiliving.co.uk THE NAPKIN RINGS STORY Entertain with style and elegance with Eliza Bautista's Agate napkin rings. Made with real agate, a semi-precious stone which naturally occurs from volcanic rocks and lava that have aged and crystallised. The edges are then gilded with gold leaf. Price £10.00 Available at elizabautista.com THE CIRCULAR EMERALD MARBLED WALL ART Completely handmade by a 3-D designer, Amanda Tille, this one-off piece of jesmonite wall art bursts colour combinations of Emerald Blue/Green, Neon Yellow, Lilac, Copper & Gold Metallics. Stunning wall feature for any interior. Price £65.00 Available at misshandled.co.uk 43
PR tips HOW TO GET INTO PRESS words by Karolina Barnes
As an editor, I get around 150-200 pitches a day. And as I said many times before, I ignore 99% of them. Why? The biggest problem for me is that I can’t do anything with the material presented to me. If you want to be featured in a publication, the first thing you need to do even before you can start a press pitch campaign is to have the best quality tools available to you. It’s very simple: no tools, no results. Poor tools, poor results. Surprisingly, most pitches I get are actually highly researched. They clearly understand what stories I'm looking for. It’s very frustrating when I know that someone spent time researching but didn’t invest enough time, resources and thinking into the presented content. As magazine publishing is going through challenging and changing times, it’s more important than ever before to grab people’s attention through emotion. We need to feel connected. YOUR PRESS TOOLKIT 1. Your project / product story packaged in a press release The most important element of successful press pitching is your story. No other designer or brand can be like you. Brand storytelling goes well beyond your USPs. It needs to be relatable, inspiring, educational or motivational. Hence, the focus of your story should be on the problem and how you solved it. If you're an interior designer, this might mean building your story around the changes and improvements you make in your projects. If you're an artist or brand, build your story around the emotion / lifestyle, giving a few key points from before (problem) to after (solution). 2. Your background story Every press pitch / press release should have a little story about you and your own professional journey. Please include your contact details as well as website link and social media handles. 44
3. Founder’s quote Always include relevant quotes about the project or product, service or collection. Think about how you, as the founder, feel about it. Share your thoughts. This helps a lot when journalists work with the content provided in press releases. It saves them time to chase you and ask you for it. 4. Photography Without great photography, you cannot promote your brand effectively. Always invest in best photographers and teams who understand your brand – your values, ethos, purpose, mission and vision. A wedding photographer will not deliver on-brand promotional imagery required for storytelling features unless they have a commercial and marketing mind. Your toolkit should include: Lifestyle Shots, Detailed Product Shots (to support the story) and Founder Profile Shot (available in colour and black & white). All images should be available in portrait and horizontal formats, high and low resolution. If applicable, product shots on no background should be saved as .png (not jpeg). PITCHING TO PRESS When you have your toolkit ready, it's time to do some research and start pitching to relevant publications. The research stage may take some time, but if you are clear on your brand positioning, you will most likely have a good idea about the publications you want to target. This stage is all about analysing their content and figuring out ways of how to "fit in" and what story angles to take. Once you have defined the angles, create an email template (most pitching is done over email these days), which you will need to change slightly, depending on the publication and the research you have done. All contacts can be usually found inside the publication on the credit page or the publisher's website under contacts. Some publications offer to submit a story / feature, so look out for the CTA in the website's footer. Your subject line and first 2-3 sentences must be written cleverly to catch attention. Overall, short 2 paragraphs are enough but always include links to your press toolkit (usually created in Dropbox where everything is clearly labelled and presented). It's also helpful to include one image (small size), so when scanning the email through, it triggers further investigation. MORE TIPS CAN BE FOUND ON ESTILA.CO/BUSINESS-ADVICE
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business tips SIX TIPS ON FINANCIAL HOUSE-KEEPING FOR CREATIVE COMPANIES words by Erica Wolfe-Murray
When you are running your own creative business it is really critical that you ‘own’ your finances and your business models. Here are some key tips when looking at this aspect of your business (and yes, I do acknowledge this is a lot less fun than the creative part!). TIP NO. 1 : DON’T DISASSOCIATE YOURSELF FROM THE MONEY Just as you are key to the success of your business creatively, you are also key to its success financially. If you are running a small business, you have to understand the money. It’s yours after all. TIP NO. 2 : LEARN THE DIFFERENCE BETWEEN BOOKKEEPING AND ACCOUNTANCY Book-keeping is about the day-to-day record keeping, credits/debits and running the bank accounts for your business. Think about what reports you would like to see every week from your book-keeper and stick to them. Ensure you have access to your own online records so you can check up if needed. Accountancy is about the profit and loss, the legal compliance, the annual overview. It’s a good idea to meet with your accountant every 3-6 months for a catch-up, not just at the year-end.
“Think about what reports you would like to see every week from your book-keeper.” 46
TIP NO. 3 : QUOTING AND MANAGING A JOB BUDGET When you quote for a project, ensure you understand exactly how much every employee costs you, how much your daily overheads are, so you can factor these into the quote. Add on a healthy profit margin over and above that cost. If you mark-up goods and services, ensure you do this across the board, and watch the spend on the job like a hawk. If you go over-budget, there may be no wiggle room in the job price, so you will be picking up that overspend and it will eat away at your profit. TIP NO. 4 : SET YOURSELF 3-YEAR TARGETS AT THE START OF EVERY YEAR If you set yourself targets only for the 12-months ahead, you will be planning for short-term success. By setting ambitious targets that look further ahead, you will be incorporating the groundwork for these targets this year and next year. This is the key to a successful business. You need to be continually looking at the horizon to check you are on the right track. TIP NO. 5 : ANALYSE YOUR CURRENT CLIENTS – WHAT CAN YOU LEARN, HOW CAN YOU IMPROVE? At the end of each financial year, take time to analyse all of your clients. Which was the most profitable project? Why? Can you ensure this learning is taken across all projects? Bracket the sizes of the projects into small/medium/large groupings. Which bracket has the most clients and which bracket has the most profitable clients? Can you move the bigger number of clients up a bracket next year? Your past client information holds important data for your business – it may not be the ‘big data’ we all hear so much about, but, believe me, small data is just as vital for your company. But only if you use it effectively.
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TIP NO. 6 : IMPROVE HOW YOU USE RETAINERS If you have retained clients (i.e. they pay you a retainer each month to do regular work for them), it is likely that you will be over-delivering for that client and they may not prove profitable. Recognise that scenario? I see it repeatedly in the creative sector. But there is an easy way to ensure both parties get what they need. When a retained client gives you a new project, do a proper quote for that project just as you would for any other client. Get your retained client to sign the quote off, then subtract the money from the retainer fee. And don’t over-deliver or allow mission creep to skew the budget. Do this for every project you work on. Then at the end of six months, subtract the agreed projects fees from the received retainer. You will see quickly whether you need to up the retainer or leave it be, as you will have a clear balance of how that client work is delivering value to your business.
“Ensure that retainer clients sign off your work as any other clients would do.”
ABOUT ERICA Erica is UK's leading business and innovation expert and founder of Lola Media. Her new book ‘Simple Tips, Smart Ideas : Build a Bigger, Better Business’ is out now. Full of her usual easy-to-use advice, lots of case studies, quick tips, diagrams and innovative ways to think about growing your business – its 288 full colour pages will help you transform your business. Available to order from Amazon and all other good bookshops. A sample chapter is available with ESTILA Vol 9. on estila.co/shop LOLA-MEDIA.CO.UK 48
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special self care feature
Being hands on words by Karen J. Gerrard Founder SEAMS Hand Cream
From creating the interior to working from home, everything we do has a knockon effect on our skin. For example, the end result of interior designer’s creation is beautiful to the eyes, but transforming the space plays havoc on the hands! It might look like it’s been a glamorous ride, but site visits, touching fabrics, handling papers, opening boxes checking furniture, being hands on as carpets, fixtures, accessories and curtains get installed damages the skin. For those of us working from home, it’s the same story, lunch breaks (if you are lucky enough to give yourself some time out) are no longer a chat at the coffee machine or sitting to eat but are now a quick dive into household jobs! Drying out the hands our greatest tool for everything we want to do. When working from home, it's easy not to bother with our skin, well hey we are not going out so who’s going to see us! Not having to put on make-up is a plus - skin gets a chance to breathe, and it’s the perfect opportunity to add in extra moisturise. Spritz with a hydrating face mist such as Re-Fresh by Clarins, a fruity-floral water that moisturises, boosts radiance and refreshes skin. Another great product is Caudalie’s organic grape water rich in moisturising polysaccharides, mineral salts and potassium to hydrate and reduce any sensitivity. For the interior designers working on-site means dust flying everywhere polluting the exposed skin, be sure to cleanse thoroughly each night, use something like Liz Earl's cleanse and buff it’s a deep cream cleanser you massage all over the face and neck then buff off with a wet muslin cloth or flannel. Afterwards, soak a cotton wool pad with toner and wipe over the face in gentle strokes, to take off any residue. 50
If exhausted try Skin Matrix HD Micellular wipes, packaged in a lovely Jar great to keep in the car or by your desk they cleanse and will take off eye make-up in one swoop! Also, perfect to freshen up with during the day. Drink lots of water – hydrate from the inside as well as the out for clearer skin. If your skin is particularly dry invest in a humidifier to increase the moisture in the air in your home. Our hands are the most used yet the part of our body we most neglect, we should all be using hand cream 3-4 times a day. Wash with lukewarm water too hot or too cold will dry the skin. Keep some hand cream everywhere at the desk, in your handbag, by the sink, constant moisturising will slow down the signs of ageing. I created SEAMS Hand Cream to not only mend, moisturise and soothe hands but with a Biomimetic Lipid Complex. It absorbs quickly and is nongreasy, so you can carry on secure that there will not be an oily residue. Another plus for the hands of working from home is it’s your choice of soap next to the sink, so make sure it's ultra-moisturising such as The Body Shop’s Shea soap in the bathroom. Choose something gentle by the kitchen sink, that’s where we wash our hands the most. Method does a great range and it's available from most supermarkets. For pure luxury, look at Jo Malone’s range of body and hand wash, a favourite of mine is Lime, Basil and Mandarin that leaves skin feeling clean and senses invigorated. Whatever you are doing, if it's feeling fabrics or working from the computer at home, soft supple skin is more sensitive to touch – moisturise at every opportunity. ABOUT KAREN Karen is the founder of SEAMS Hand Cream, originally created for Couturiers. Now available to everyone, it mends, moisturises and softens dry hands. Available at seamsbeauty.co.uk SEAMBEAUTY.CO.UK| IG @SEAMSBEAUTY 51
ESTILA BOOKAZINE editor in chief
Karolina Barnes fashion editor
Flavia Young @ Luxe Layers beauty editors
Nicola McCullough @ StrawberryBlonde Beauty Karla Cihak food editor
Ellen Stanton @ Pale Blue Plate Sophie Barnes design editor
Emilia Vespoli @ ViaSanVito travel editor
Jenny Kakoudakis @ Seasons in Colour Sabrina Chakici @ clutchandcarryon
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