Tableware International March April 2022

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and hospitality appeal. Our retail ambition is international, as it is with hospitality, this is made possible with the international distribution globally at Steelite.

What inspires you, what drives you to create new collections? With luxury hospitality it is the ability to deliver great design solutions for world class hotels and working closely with hospitality professionals at a high level who have high expectations for their F&B outlets.

Meet Jewel, a new collection from William Edwards

Taking inspiration from the ever-popular Diamond collection, Jewel features a geometric decal design on a bold and colourful pallet. Designed to meet today’s foodservice trends, the unique jewel tones interrupt modern design to instantly give a sense of distinction and regal-ness in any tabletop setting. Jewel will be available in striking colourways this June.

venue, or the end user? This varies depending on who is the project driver, and that varies from project to project. Depending on the scale of the property and opportunity we often engage with several people within the business – owner, GM, F&B director, chef, purchasing or procurement companies.

Do you find it a challenge being both a creative and a businessman? Yes, always, but all our business

“I have always felt that design can be over thought, and momentum is a key driver to innovation” My enthusiasm for great design never diminishes and being fortunate enough to travel internationally and constantly being in the marketplace is always inspiring.

A William Edwards collection is renowned for its quality but what is the most important to you – aesthetics or functionality? I would say it is impossible to split the two, great design should be fit for purpose in hospitality where functionality is key.

In terms of designing a William Edwards collection, how long does the process take from initial design idea through to completion? The design process is always fast, I have always felt that design can be over thought, and momentum is a key driver to innovation. The demands of the markets is for everchanging product lines. With an in-house design studio, we aim to complete our collections within eight to 10 weeks.

When you’re designing a collection, who are you designing for – the chef, the

has grown through our ability to be creative, and this will always be a key driver to our success. This is exciting now because with the support of Steelite globally we can continue to enhance our creativity throughout the global market which inevitably will grow the WE business.

Finally, we are coming out of a very difficult two years, what are your thoughts on how the industry progresses now – has business changed irrevocably? The luxury hospitality market will always rely on international travel, and this is an absolute driver to the market opening back up. The regional domestic market is in a strong place, but inner city and, in particular, Far East destinations are very challenged as well as the inevitable lack of visitation to the UK. The business has changed with major challenges with personnel and the supply chain, it will be essential for operators to plan and work as efficiently as possible, but there is an underlying confidence that when the market opens fully there will be huge demand for our hospitality sector which I believe in.

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