ESTILA inspiring resource for creatives in business
VOLUME 8/ ISSUE 35
£7
editor’s note Welcome to the eight print edition of ESTILA bookazine. I must admit that this is a bit of an experiment. You will notice that this edition has two covers. As you're reading this side, the bookazine's content follows our usual format. We feature amazing interviews and stories of creatives, starting with Joanna Beavan, the founder of Aube Interiors, followed by artists' stories Rachael Burn and Paloma King, and over to Ex Idolo's fascinating journey and inspiration for their perfumes. We also interviewed a highly successful chocolate business, Amelia Rope, and I've written a case study on Puro Hotels, a great example of a business concept based around design, culture and community. As always, I would recommend reading the business mindset section, and the great tips for creatives from Erica Wolfe-Murray, a UK leading business expert in the creative industries. Then, flip it over and find a special brand focus content, all about positive luxury, featuring brands that put sustainability at the forefront of their ethos. Thank you so much for your continuous support. I hope you will enjoy reading it. Please feel free to connect with the brands and creatives we feature in this edition. With love, Karolina Barnes / editor-in-chief
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INTERIORS “Taking clients on a journey.”
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i n t e riors ¡ designer stor y 7 MIN
Aube Interiors introduction by Karolina Barnes, words by Joanna Beavan, photography by Nathalie Priem
After working for 15 years in the London property market, Joanna Beavan was ready for a change and to finally follow her passion for design. As a well-respected and successful luxury property agent, over the years Joanna honed her creative skills while advising property developers and liaising with architects on property development projects her clients wanted to achieve. To further expand her knowledge, in 2012 she enrolled for the highly respected KLC interior design diploma, which led her to a partnership with architects and property developers - Mackenzie and Temple, and three years later she founded Aube Interiors in order to focus on her design passion full time. I spotted Joanna's work at Grand Designs and immediately was drawn to her practical yet very creative and personal style. Here she shares with us her designer story.
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i n t e riors · designer stor y
WHERE IT ALL BEGAN Following an art foundation year at Loughborough University I spent most of my early twenties traveling and trying to figure out who I was and what I really wanted to do with my life - a couple of ski seasons, a year in Australia and just under three years on and off in the Canary Islands. I decided that London was where I needed to be, if I didn't want to end up a surf bum forever. The problem was I still had no idea what my talents were or what I really wanted to do. I enjoyed a brief stint assisting in film production but my passion really didn't reside there. Following a job offer in advertising sales and actually dreading my first day, I caught a glimpse of an advert in the Metro to be an estate agent, not really a career choice I thought, but the advert made the job sound perfect for me. I was given a company car, my office was in Marylebone and I spent my days basically showing an array of mainly interesting people around beautiful London homes. It was a dream! And so, for the next 8 years, I made a great living and lived a fantastic life doing a job I loved. During this time, I was exposed to some incredible properties, the type you normally only ever see in magazines, plus I have to say some pretty horrendous places too. I became educated on what designs, layouts and styles worked for people in their homes, what ideas buyers had about design choices my vendors had made. I remember thinking how I could see potential in properties that others didn’t seem to see. I would also advise property developers on layouts from the experience I had gained, and I loved this part of the job. I started to develop quite strong opinions on what would work and what wouldn't. It was during this time I became friends with a property developer starting out in his career. We became great friends and I would help him with interior choices for his projects. During that year, when I was working for myself as a buying agent, I sourced a property for development, gave my vision for the property to the developer/ friend who purchased it and then found a buyer. It was amazing to see the full process through from conception to the final sale. It was then that I realised my real passion was in design of the properties. Being able to see the potential and realise it. With some encouragement I enrolled in the KLC interior design diploma. Taking the leap from a well-paid, enjoyable job that I had been doing for years wasn't the easiest, but I knew I had to do it. I was fortunate to be offered work with Mackenzie and Temple who had just secured a fund to buy four development projects. Two flats in Marylebone, a house in Chelsea and a two-bedroom flat in South Kensington. And that was the start of Aube Interiors. I now partner with other developers as well as take on work for private clients wanting to renovate their homes.
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i n t e riors · designer stor y
MY MISSION Aube Interiors was created out of a passion for interior design and I want that to come across in our work. I want our clients to be able to express their own personality in the designs we create for them. I think when you employ a designer, you are looking for someone to extract your personal style and taste and make your home feel like you. I am fascinated by taste, how it is subjective and what influences us. I'm sure that where and how we grow up and what we are exposed to form our view on objects we relate to. Why we like a certain colour or a particular shape of a chair may lie deep in our subconsciousness. A colour could have been in our grandmother’s house and makes us feel secure and homely. We may never directly identify this relationship, but it could well be there. I think the psychology of design is so interesting. Being able to control how we feel by creating our environment is incredibly powerful. I think we are in an increasing danger of being too influenced by trends, as we are exposed to design through various media. I want to be able to help clients express their individuality in their homes and to understand why they are drawn to a particular object. I strongly believe this process should be fun, I see it as my job to take the client on a journey of discovery. My wish is to keep the studio small to maintain direct relationships with our clients, using partnerships with talented designers of fabrics, furniture and lighting. I love sourcing and enjoy finding new products, I especially enjoy the “Salone de Mobile” which always shows how incredibly huge and diverse the interiors market really is. Keeping an up-todate little black book of suppliers and exciting new products is key to the business. MY STYLE My style is forever evolving but to try and summarise I would say it's relaxed and feminine. I don't tend to use bold colours, but I do love colour, it has to be subtle and create a harmonised balance in each room, nothing too overpowering. When I do use a pop of colour it tends to be on fabrics or small objects. I do, however, love bold shapes such as a solid raw wood bench or tables. I like natural materials and like to see what pieces are made of, be it stone, glass, wood or metals. Structure to me is the most important part of a design and once I have that right, I add layers. Layers of fabric, light and colours. Nature is my sanctuary and I take inspiration from my daily dog walks in the park. The ethos of my business is simple - to create beautiful living spaces that enhance the occupier's experience. Of course, being a nature lover, sourcing ecologically friendly products and materials is high on my priority list. I would like to be known as an environmentally sensitive brand.
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i n t e riors · designer stor y
However, the production of many products still has a long way to go in terms of reducing environmental impact. I think the key is being aware of what choices we have and where possible choosing less damaging products. Paint, for example, has some great eco alternatives that don’t cost a fortune, so depending on its usage, it can be a great place to swap in an environmentally friendly product. As consumers demand changes and we become more educated, the manufacturers will follow, eventually! SOLVING PROBLEMS Having gained years of practical knowledge, I feel confident in advising my clients on what ideas will work and which ones to steer clear of because I've usually seen it in reality. It's great having certain ideas but if they don't translate to practical living, then don't do it. Most of my clients have a strong sense of what they like and what they don’t. My job is to help them put what they like into their space and make it work in terms of the mood they wish to create and the practical usage the interior needs to offer. Just because you may like something doesn’t mean it will work well in your home, it’s about curating a space, so it’s about adding and taking away until you have reached a well-balanced edited look. Obviously, this could be expensive if you were to do it in reality, so working it out on a design board before you put your hands in our pocket is incredibly helpful and valuable. A lot of my clients are time short but not all of them, even my clients that have time on their hands still need someone to guide them and help implement the actual scheme. I am now, in addition to the full interior design service, offering a consultancy service for those wishing to do a lot of the work themselves but need that guidance. It is very satisfying for a client to come to me with a problem they can’t solve and be able to help them. This can also be a much easier and affordable approach to interior design. I think a lot of clients are scared off of employing a designer as they are unsure what the costs will be. I want to make this much more transparent and simple process, so clients get exactly the service they need. FIND YOUR PASSION My advice to others is to find your passion. It may not be what you think it is. Take time discovering yourself. Travel, explore and always be willing to learn. “Live for the moment but plan for your future” was always my guide in life, since I first heard it. However, I think it translates nicely into designing interiors. Live for the moment, be spontaneous in your choices, instinctively you know what you like what will work. Don't dwell on it, trust your first reaction. But also plan! Plan your layouts, plan your construction, plan your lighting, plan your furniture layouts. Always plan your structure, then you can afford to be whimsical with the rest!
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fashion · insight stor y 5 MIN
Luxury & sustainability - Intrinsic partners? words by Flavia Young
“When something is beautifully and consciously made and is of the highest quality, it is not meant to be thrown away and will not be destined to end up in a landfill.” - TOM FORD
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fashion ¡ insight stor y
Every now and then I stop and question how the quest for sustainability in fashion is playing out in the real world, is it actually in practice or is it simply another fashionable social media born bandwagon? Because, it doesn't take a deep look into the life stories displayed on Instagram to notice the inherent dissonance among fashion consumers who on paper share a concern for the environment, but who in practice continue to indulge in fast fashion's infamously unethical practices. Are fashion consumers really prepared to buy less in exchange for buying longevity? This is a question as complex as the fashion world itself. Think about this: with the rise and rise of social media and new ways to covet and acquire fashion pieces, dressing with the latest, readily available trends has become the norm for the new and older generation alike. So how does one marry our desire for new trends with the ethos behind responsible fashion? I have a feeling that the answer isn't a one dimensional one. In some cultures, there have always been layers of society that were taught from an early age to buy less and to buy well, when it comes to fashion. The French woman being this line of thought's poster girl. Although not French, I was always an adept of the buy well rationale. It would be hypocritical of me to say it was because I was ahead of the curve in terms of concern for sustainability in fashion - I am well over the millennial age bracket after all, but I did always appreciate a well-made garment that made me want to wear it over and over again. Yet I fully understand how irresistible the thrill of buying new, cheaper fashion items has in the last few decades slowly taken over the less thrilling idea of owning one single luxury piece. Furthermore, I'm of course not oblivious to the fact that it was only a very small percentage of the world population that until very recently could afford an ethical garment made of luxurious, long-lasting fabrics and cut to flatter any figure. However, such pieces are infinitely more accessible nowadays, one just has to literally look outside the box. Allow me to explain....giant luxury brands owned by wealthy conglomerates or a team of investors are first and foremost a business, and as such, its main focus is on creating large returns for those who own it. In order to create large returns, a brand has to create an ever larger number of sales. In order to achieve that, it has to cover the costs of their largescale marketing campaigns, fashion shows and/or presentations, flashy storefronts with accompanying websites, gifts and event invitations to celebrities, influencers, fashion editors and so on...all these expenses come over and above the actual cost of designing, sourcing, manufacturing, transporting and merchandising those luxury pieces.
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TRAVEL “Capturing the essence through the creative spirit.”
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trav el ¡ hotel c ase study 3 MIN
More than just a place to stay words by Karolina Barnes and photography by Anna Stathaki
As many brands increasingly struggle to capture audiences in the digital world, the real world opens up creative opportunities that can engage and leave an impression on customers that no digital space can offer. Most people still yearn to belong to something great, to be part of a great community (in the physical world). If we can provide that kind of platform, our customers, in turn, will become loyal to our brand. And brand loyalty is one of the biggest brand's assets. These days, quality measures higher than quantity. In a very competitive hospitality market, this couldn't be truer and more important. Hence, I think, Puro Hotels in Poland, are a great case study to explore. The concept is very simple: to deliver an experience like no other. It's not only about a place to stay, the hotels are social and cultural hubs to "call home while away", bringing people together. It's a place where new ideas can be sparked and connections to be made. So how do they do it? Well, firstly, I think it's about the decor and design of the space. Each hotel has its unique and stylish interior with curated art collections reflecting its local community and culture. Each piece of furniture tells a story and each artwork has its own meaning. The atmosphere is warm and welcoming, putting guests and visitors in a good mood and helping them to feel more relaxed. Paying attention to every detail is key. Secondly, culture is one of their keywords and part of their brand's DNA. They care about delivering a cultural experience beyond the hotel's walls and therefore are on hand when it comes to exploring the city. They can advise guests on all sorts of cultural events happening at that time and can recommend exhibitions, literary evenings, but also design shops and boutiques, restaurants, cafĂŠs, and festivals. They are passionate about design, places and creative people. They are the experts and educators for any curious soul.
Opposite: Artwork by Kit Miles Studio - a luxury wallpaper and textile design brand renowned for dynamic use of colour and lavishly drawn imagery | kitmiles.co.uk | IG @kitmiles
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business · mindset
Living your best life written by Suzanne Selvester
PART 1. “Taking responsibility” As a motivational speaker, I’m often inspired by how much people genuinely want to live their best life. They listen avidly as I discuss ways to make that possible but tell me that their biggest challenge is often silencing their overactive mind and overcoming a lack of belief in who they are. A belief that says you can’t do it or that achieving the life you want is impossible, but that’s where they’re wrong. Each and every person on this planet has the right to live their best life. A CEO, a cleaner, a prince or a postman all have the same destiny and that’s to be happy. Most of us, however, is so distracted by the voice in our head that we often overlook our own happiness, usually focusing on the happiness of others and compromising who we are. The voice in our head will always tell us that we’re not enough, or that they don’t like us or that we’re fat or stupid. The voice that is powerful enough to convince us to live in a constant state of emergency, our fight or flight mode on high alert resulting in excruciating anxiety. We all know the difference between a bear eating us in our mind and a bear actually eating us, but our thoughts are so psychosomatic that they have a dramatic effect on our body and our health. Ask any mother whose lost a toddler for twenty minutes what happens to her body, or someone whose had a broken heart to explain the physical impact it’s had on them. The decision to live your best life comes from you. Self-development is a journey that requires dedication and work but here’s the best news. Everything you need is already within you and by using these four daily practices, I’m going to show you how to access it, enabling you to make the changes you need to achieve the life of your dreams. These four daily practices will allow you to ignore the voice in your head, identify limiting beliefs and expand your perception, allowing you to see your life from a different point of view. Your belief system is holding you back, it’s called your paradigm and this is how it works. Your view of the world is usually the result of your childhood program. Your parent passed their beliefs to you, as is expected and normal. Then your schooling, the society and environment you were raised in had an impact on how you look at the world. By the time you reached adulthood, you had a set of beliefs that weren't your own, they were given to you by society and can often be limiting, preventing you living your best life. Shifting your paradigm is vital to expanding your perception, allowing you to consider another point of view. Disagreeing with the beliefs of others doesn't mean they’re wrong, it just means they're different, and the same applies to your own beliefs.
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7 MIN
business · mindset
It seems obvious to me when people talk about being personally responsible for their own life. Of course, we’re responsible for our life, we’re responsible for everything that’s happening in our lives, so why is it that when things go wrong, we blame? When life is flowing, we take full responsibility, usually holding our hand high, we say yes, that was me, I did that, but when things go wrong the first question we ask is, whose fault is it? We blame to avoid discomfort, we blame to avoid accountability and we blame to hurt our partners during a disagreement, using blame as a tool when we’re in an attack mode. If things are not going well at work or at home, it’s easier to blame than to talk it through which allows us to avoid discomfort. If we can’t lose weight, it’s easier to find someone or something to blame - work is too busy or the kids take up my time - we then avoid being accountable. An argument with our partner is a wonderful opportunity to use blame as a tool, it helps us feel more in control. I was a blamer. I spent most of my life blaming others for my own inadequacies. My parents, my ex-husband, my kids, my slow metabolism, my childhood program, my bad time management. Using every excuse I could find meant I avoided being responsible for what was happening in my own life. If I was overweight, I usually blamed it on having children. My lack of purpose was my parents' fault, they should have guided me toward something fulfilling. The end of my marriage was obviously my exhusband's fault, I couldn’t live up to such expectations. Then one day, I became blame aware and my life changed forever. Learning to accept that I, and I alone, was responsible for everything happening to me was one of the most liberating days of my life. I no longer had to blame others, which meant I was free. I no longer had to depend on the actions of others to determine my own happiness. I was in charge and got to make whatever decision I needed to live my best life. You are responsible for your life, you are responsible for your happiness. You are responsible for whatever is happening today, tomorrow, next week or next year. Good and bad. Taking responsibility for your life gives you the freedom to change it and to reclaim the power you unwittingly gave to others when you used blame to avoid accountability. People often say that traumatic events are not their fault and while that may be true, it’s still their responsibility to do something about it. During these times of crisis, knowing it’s not your fault offers comfort, but it’s up to you to change it. Losing your job might not be your fault, but it’s your responsibility to find another one. Your relationship falling apart or your partner leaving you is not your fault, but it’s your responsibility to find a way to survive and keep going. You or someone close to you getting sick is not your fault or theirs, but it’s both your responsibility to find a way to get through it.
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