Unrestrained design is the beating heart of creativity, the rest is about ensuring that all the connections running in an out of it function properly.
It’s a hard act running a successful commercial design enterprise with all the disciplines it requires: commercial edge, on trend, well executed, timely, fashionable, desirable, accessible, aesthetically pleasing, easy to merchandise, functional, well priced
Whilst at the other end of the spectrum, right at the core of the business and the seed that got it going in the first place lies a creative with a desire and innate need to let go of commercial constraints and purely enjoy creating.
Over the years (and to my surprise) I discovered that transforming my creative ‘cottage industry’ into a commercial enterprise in itself is a very creative process requiring vision, understanding, awareness, a whole new set of skills, patience and a lot of stamina.
Still, the desire to keep those creative juices flowing, to make something outstanding, bespoke, ‘one off’, not to be repeated, in no way commercial but purely a statement piece is always there.
I know now and can say for a fact that the best way for my company to be at the forefront of commercial design is to regularly create individual pieces with no restraints. I have made it an absolute prerogative of the business to ensure that every few weeks we immerse ourselves in the joy of creating be it for photoshoots, for stylists, for Red Carpet events, for individuals or just for us to enjoy, recharge and to have at our atelier.