5 minute read
Designing Beautiful Livable Homes
A conversation with Bria Hammel, interior designer and owner of Brooke & Lou.
written by Zoe Deal
Edina native Bria Hammel believes there shouldn’t be a barrier to designing a home and life you love. The founder of Bria Hammel Interiors (BHI)— a nationally-recognized interior design firm based in the Twin Cities—has built her career on classic, livable designs that stand the test of time.
And at BHI’s sister company and home décor line, Brooke & Lou, passersby can access the Bria Hammel look (in brief: fresh traditional with a Southern twist) anytime they need a refresh. “I just love the idea of making interior design more accessible, and that’s the heart of Brooke & Lou,” Hammel says.
Though a lifelong interior design aficionado, thanks to her mother (Hammel’s mother, an Edina physician, was a “closet interior designer” who has always loved home design), Hammel fell into the career after her initial college plans were dashed. “I thought I was going to be a fashion buyer, and then I realized that Minnesota [isn’t] necessarily the hub for fashion,” Hammel says. A college degree in interior design, a few stints at various Midwest design operations (including a management position at Ethan Allen) and one child (her firstborn, Louie) later, Hammel decided to strike out on her own in 2012.
As Hammel shares the moments that have led to her success 10 years in, her effortless demeanor seems in contrast with the lifestyle empire she’s built. “When I started it, I didn’t really think about having a big team and how big we were going to go,” Hammel says. And though Hammel, perhaps, wasn’t expecting her firm’s swift success (BHI has grown to a 12-person team), her capability and expert-status as a creative director and CEO are undeniable.
Hammel’s signature streamlined brand—an updated take on traditional design with a feminine touch that’s exceptionally easy on the eyes—is largely to blame. It’s impossible not to see the beauty in the balanced blend of styles present in Hammel’s project portfolio and product line.
“Not following fads and trends is actually more important to me than being ‘in style,’” Hammel says. “We really make sure, when we’re designing, that we’re focused more on what the client loves and what we love.”
As BHI’s social media following grew, requests for the sources of products and furnishings became overwhelming. “As interior designers, almost everything that we do is custom or wholesale,” Hammel says. “So, it kind of put a bug in my ear thinking about, ‘How can we be more accessible?’”
Enter, Brooke & Lou. What began as an online home décor enterprise in 2018 (lovingly named after Hammel’s children Brooklyn and Louie), quickly took off as Hammel branched into a pop-up shop at Nolan Mains in Edina in the spring of 2021. The company now has a permanent location at Nolan Mains in the 50th & France district, where customers can shop a collection of home and garden decor, custom home furnishings and locally-sourced art.
“Once we got [into Nolan Mains],
BRIA HAMMEL
we realized that it wasn’t just good for Brooke & Lou, but it was actually really good for our interior design business,” Hammel says. “I just truly love seeing people come into the store and be able to touch and feel the product and really understand the quality of the product we sell.”
Brooke & Lou’s product line is 40 percent exclusive, while the other 60 percent of the products in its lineup are sourced from markets and wholesale. The exclusive product line includes customizable home furnishings produced in the U.S., which can be made with BHI’s exclusive Life-Friendly™ performance fabrics. (They’re soft to the touch but hold up against spills and stains.) It also features a selection of wallpapers and fabrics designed by a local artist and printed in Minneapolis. “We’re really proud of that because I think people don’t give enough credit to Minnesota and all the talent that we have here,” Hammel says. “It’s a very creative environment, and we love being able to utilize those people in the area.”
Brooke & Lou’s storefront has not only become a popular destination for both locals and out-of-towners, but it’s also unintentionally funneled people into Hammel’s interior design business, as happy customers have later hired BHI for home renovation projects. Seeing the connection between the two businesses, Brooke & Lou now hosts events where customers can stop in-store with design questions and be connected with products and solutions that fit their needs.
It’s all a part of Hammel’s mission to make quality interior design more accessible. As Hammel reflects on the college years spent making her bedrooms in shared apartments her own on a shoestring budget, it’s clear her passion hasn’t become affected in success. “Focus on what you love, and it’ll always feel in style to you,” Hammel says.
Want to get some of Hammel’s tips on hostess gifts and seasonal decor that compliments your home’s overall aesthetic? Head to edinamag.com.
Brooke & Lou, 3921 Market Street; 952.452.9764; brookeandlou.com
Brooke and Lou @brookeandlou
Bria Hammel Interiors, 750 Main St. Suite 214, Mendota Heights; 651.688.1121; briahammelinteriors.com
Bria Hammel Interiors @briahammelinteriors
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