Friday, April 15, 2011

Designer Find: Jane of Emerald & Ella

Meet Jane, Australian stylist & designer!

Tell me a little about your company…
We are an online purveyor of beautiful eclectic things. Basically this means that we just stock lots of lovely bits and pieces for your home and kitchen. We also have a vintage prop hire section where stylists can borrow items for photo shoots and events

How did it start?

emerald + ella came about from my experience as a food stylist combined with my love of home and kitchen wares and all things vintage. I have always liked the idea of having my own shop, even from a very early age, when I used to try and sell hand-painted flower pots in our driveway to unsuspecting neighbours. More recently, working as a food stylist I saw a gap in the market here in Australia for lots of the lovely things that we used in our photo shoots that were either hand-made or sourced overseas. I spent a year researching and gathering samples and then in August 2010 emerald + ella went live.

Where do you find your cute paper products?

I spend a lot of time searching online, contacting artists who make their own goods and also anywhere I travel I am always on the lookout for new goodies.

Has it been successful in the USA?
We have had lots of interest from the states but at this stage with the company still being very young, finding reasonable postage rates has been difficult. I have had a few purchases of our enamelware as it seems it is hard to find over there. Basically as we grow I hope to be able to access cheaper postal rates to encourage buyers from the US.

What else do you do in your real life? ☺

For business or pleasure? For business, I continue to work as a food stylist on a freelance basis and I do the odd bit of recipe writing as well. Mostly at the moment I am focusing most of my energy into emerald + ella, improving the site and searching for new products. For pleasure I love to eat, read, take a stroll in the sun and shop for a bargain on Ebay.

What are some of your favorite things?
I think my favourite things would be our paper straws as they bring some very affordable prettiness into the day, the handmade paper flowers which are so lovely for decorating the house, gifts and centerpieces and probably all the sweet gift tags that my mum hand makes in New Zealand.

What’s next for you?

Gosh, my head is swirling with all my ideas at the moment, there are so many different directions I would like to go but firstly I would like to keep building up the shop and making it the very best that it can be. In the long run I love the idea of having a physical shop and prop hire rather than just online. I am already visualizing the window displays……

You can check out their shop here... and her Etsy here!


Ima said...

I really love her work! Thanks for sharing this interview! :)

Kayla said...

Love this. So glad you introduced her to us!

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