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The Kinda Sh*t Bits About Running A Business

The interior decorating industry is built around making things look beautiful and using all sorts of tricks to make a room look better than it actually does. There’s a lot that goes into running a decorating business beyond the pretty scatter cushions, fresh paint and beautifully curated furniture choices. It can involve long hours, stressful moments and unpaid bills..

I receive emails and direct messages on Instagram every few days from people wanting to get into the interior design industry or about to embark on two years of study and want a little bit of guidance. I remember when I was at that stage in my business and how many people just never bothered to respond to me when I sent off a resume or tried to make so I always make a point of responding to them all even if I can’t offer them anything the’ve asked for. Often their opening sentence starts with “I’ve been following your work for a while now and it looks like you are killing it….”. I’m definitely guilty of sharing the fun, pretty and exciting side of running an interior decorating business so I do often feel a sense of guilt when reading those emails because it’s not all sunshine and lollipops. Some days one email can throw off your entire day or you sit at your desk trying to hold back tears when things don’t always go to plan (NB: I’m not a crier at all. Like ever. But some days I am reduced to tears when it gets tough).

So, what’s the point of this blog post? I wanted to share more of what happens day to day running a decorating business. For the most part I’m extremely thankful I can carve my own path in a really great industry so I’m not here to complain, I just feel I need to share some of the more realistic parts so I’m not setting anyone up for false expectations in the industry…

The Realities of Running A Business

Here are some of the kinda shitty bits about running a business (and trust me, they aren’t specific to the interior design industry, I have plenty of entrepreneurial friends who complain about similar issues but we very rarely share them on social media.

Unpaid Bills

Sometimes clients don’t pay you. Ever. I usually invoice for a percentage deposit before starting work but occasionally a client just goes AWOL and never responds to you. It’s a real pain to follow them up and still get no response or no final payment. I’m changing the way I invoice this year to try and combat this.

Stock can go missing

If I tallied the hours I’ve spent on hold with freight companies chasing client orders I’d probably gain a whole month of my life back! Plus, when something goes missing usually no one wants to take responsibility so it can end badly for everyone.

Rude clients

Now this one comes with a disclaimer because 99% of my clients ROCK, pay their bills on time, are polite, respect my working hours and sometimes we end up celebrating their finished house with a glass of bubbles on their sofa. BUT, every now and then a rude one will pop up with unrealistic expectations. I recently worked with a client who spoke down to me and questioned the value of my services. I don’t need to take those kind of jobs on because they’re usually the most time consuming yet the smallest/cheapest jobs. Don’t forget that you are able to say no to clients, you don’t have to give them the exact reason but you also don’t have to put up with their crap.

I’m also a marriage counsellor 

No I’m not a trained counsellor but the amount of couples I’ve seen argue in front of me is actually quite astonishing. Like full on disagreements with raised voices…  Managing a husband and wife is often tricky as two different styles and personalities need to be considered so reminding myself that they’ve engaged me as the professional and trying to bring the decision down to a more practical decision as opposed to a style decision is often the best way out of these arguments.I’ve also had a couple of clients joke that I’ve saved their marriage because they go with my decision and don’t have to argue with each other to come to an agreement 😉

They want YOU

I outsource as much as I can to my fabulous assistant Holly or to a freelance team of contractors but ultimately my clients want (and pay!) for direct access to me and my styling ideas so I have to be available to make quick decisions for their builders to implement on site the next day. This brings me to the next one….

You’ll work 80 hours a week so you don’t have to work 38 for someone else

Yes you can set your hours to some extent but it’s not a 9-5 job. It’s a 24/7 job, especially if something goes wrong and you need to fix it out of hours. No one else will magically step in and fix something for you if you want to go to the beach that day instead. Often I need to meet clients out of hours because they work full time so that means my hours are extended too and I don’t always get those extra hours back later in the week.

Some days you sit in the car ALL day

I try to schedule my client visits to be in similar areas of Sydney but it’s not always possible. Some days I’ll leave the house at 8am and not return until 6pm or later because I’ll be sitting in Sydney’s revolting peak hour traffic to get to the other side of Sydney and then cross the city again to get to another client meeting. I know where all the McDonald’s restaurants are because they come in handy for toilet stops, food to refuel and they have wifi so I can quickly check the inbox while I’m on the road. Again, if I counted how many hours I spend in my car I’d be shocked! On days when you’re out all day the inbox doesn’t resolve itself, I either need to work late that night or respond quickly to say I’ll get in touch the next day. Scheduling your client visits is a big juggle as it does take you away from designing client concept boards so try to consolidate consults to one or two days a week rather than being out on the road throughout the week.

Ok that’s enough whinging from me.. I met with a lovely couple today who have engaged my interior decorating services for their brand new home (no arguments were had in front of me) and I need to get started on their project documents which I’m really excited about (see, I do love my job!)

If any other decorators read this, I’d love to know I’m not alone so send me an email or leave a comment below!

Emma x

Party Elements

The summer months are prime entertaining months! I love nothing more than throwing a party for a group of friends and especially if it’s nice weather so that the doors can be opened right up, the cocktails can flow and no one is shivering in the corner! My next book that I’ve started writing this week has a huge focus on entertaining and I thought I’d share a few tips about entertaining that I’ve learnt from parties I’ve thrown for friends as well as parties I’ve thrown for clients over the years. These photos are from my 31st birthday at the end of last year. PINK PINK PINK!!

PARTY FOR THE SENSES

  1. TASTE – Probably one of the most important elements of hosting, what to serve! Determining a food theme will help you work out what to serve your guests, or help you delegate certain dishes to the guests to bring. I’m a huge fan of serving giant cheeseboards that people can graze from. If you aren’t known for your cooking skills you could always outsource and get takeaway that you then dish up in beautiful platters for your guests to help themselves to.
  2. SIGHT – What sort of theme is your party? Typically mine feature some level of pink! Working out your style theme will help you to decide what props you need for the table to fit the theme. Make sure your party is properly lit too, if your event is running into the evening you’ll need to account for adequate lighting. The is a great option for lighting your outdoor area all year round.
  3. SMELL – Food helps with this one but lighting candles also helps to add to the aroma of the room and in the evenings adds a nice warm glow too. I always burn a couple of different candles on the table and around the room as well as in the bathroom and on the kitchen bench.
  4. TOUCH – What will your guests be sitting on? Will it be cooler later in the evening? Thinking about the temperature and preparing ahead of time won’t go unnoticed if the weather changes. We installed the IXL Fresco Aurora prior to Christmas in our outdoor area and it came in handy not only to light the area at night but also to warm us up when it got a bit cool for a few days after Christmas. It doesn’t get as hot as a mushroom gas heater but it definitely takes the edge off and allowed us to sit outside a lot longer than if we were out there without heating.
  5. SOUND – Party tunes are a must! Or if you’re aiming for a more relaxed vibe, some nice atmospheric music is a nice touch. No one wants to sit in silence at a dinner party with people they don’t know very well and try to make small talk that the entire table can hear. Soft background music is a nice filler. I like to create Spotify playlists before the event and just have these playing throughout the evening.

I was generously gifted the IXL Fresco Aurora to test out just prior to Christmas. I installed it at the family property in the Hunter Valley as that was where we were having a big family Christmas. We tend to entertain all year round in the outdoor area (even when it’s freezing outside we still gravitate towards the outdoor entertaining area) so we were keen to test it out and it is a great gadget that will get a tonne of use. There are various coloured light options and we can control the light with our phones so while we’re out doing things on the property at dusk we can turn the heater and light on back at the house and be toasty warm when we sit down for the day.

The IXL Fresco Aurora retails for $1,499 and is available to purchase

 

I’d love to know what some of your favourite tips are for entertaining. I’m always looking to simplify the process for myself as I always tend to over-cater and over-decorate!

Emma x

Country Style Christmas Cover Shoot

Country Style Magazine

Styling: John Mangila, Photography: Brigid Arnott

2017 has been one for the history books. Not only did I release my first decorating book, run decorating workshops with , travelled to Bali for a photoshoot and got the book into my all time favourite store  and now I can add Country Style cover shoot to the list of achievements for the year.

A few weeks ago the Country Style team travelled out to my family farm in the Hunter Valley to take some photos of the house for their Christmas issue. Country Style has been my favourite magazine for as long as I can remember so I was jumping out of my skin with excitement when we got the phone call!

We spent a fun filled two days with the team styling up a storm and wrangling all the farm animals to behave perfectly for their close ups! We have four fluffy donkey friends on the farm and little Toby was the one who landed the cover along with our resident wallaby friend Cracker who wanted in on the camera action and literally just hopped up into the shot. It was such a magical moment out in the paddock and one I’ll remember forever.

As a stylist myself it was fascinating to watch the team wander through the house and style things differently to the way I would have styled things. It’s always great to work with other stylists to see how they work and expand your styling skills. the stylist brought the most amazing flowers with him to make the stunning garland over the fireplace.  did a beautiful job capturing the magic of the farm in the photos, we will treasure the pictures of the farm for life.

I don’t share a tonne of my personal life online but the Christmas issue of shares a lot about my childhood and life at my family farm in the Hunter Valley so I thought I’d share a little bit about “the farm” here.

  1. My parents bought the farm when I was 10. We would go up every weekend after school sport and my two younger brothers and I would make motocross jumps for our motorbikes (much to mums horror).
  2. Mum and Dad renovated a number of years using sandstone quarried from the property.
  3. We spend most family Christmas’s at the farm and go tree hunting once everyone arrives to find the perfect Christmas tree.
  4. I had an Appaloosa pony “Jay-Jay” when I was a kid. Now we have 4 of the cutest donkeys you could ever meet.
  5. Mum and I have spent years collecting bits and pieces to add to the farm’s decor and every time I visit we redecorate or revamp something (wonder where I got my skills?!?)

The team from were there to capture the behind the scenes magic and put together this breath taking video.

 

For more of the stunning photos of the farm grab a copy of the Christmas issue of and read more about how magical the farm is.

Emma x

West Elm Workshop

West Elm Workshop

At the start of this year I made a little list of things I wanted to achieve/do/see/experience. A fair few things on that list have already been achieved and I’ll reveal more throughout the year but one of the things high on my list was to work with . I didn’t know how I would collaborate with them but I just knew I wanted to find a way to work with one of my favourite stores. So it is with great excitement that I can announce that we have teamed up with West Elm through to host two spring themed workshops in September.

Join me for a fun filled workshop showing you exactly the formula needed to pull a room together. I will run through step by step the 5 elements I use in all my client projects (hot tip, they also feature in the book!) and we’ll have plenty of time together to talk about your own decorating or renovating troubles. Bring along photos and floor plans so we can chat one on one about your plans.

Tickets are super limited so that I can spend as much time with each of you as possible so jump on and purchase tickets asap if you’d like to attend.

We will be running two workshop time slots.

DATE: Sunday 24th September
TIME: Workshop 1: 11-1pm. Workshop 2: 2-4pm
LOCATION: West Elm Chatswood Chase
TICKETS: $79 (includes snacks and drinks)

Discounts available in store and for any book purchases on the day.

to purchase a ticket.

Emma xx

Book Publishing Q&A

Emma-Blomfield-Home-Sydney-Look-Book

Warning! This is a very long, wordy blog post with not many pretty pictures 😉

Since publishing my book in March I’ve had a lot of people reach out and ask about the publishing process, how I got published and just general book questions so I’ve collated them all together in one place. Hopefully my answers will help you understand the publishing process as well as shed some light on how much effort is put into creating a book (hint: a lot!).

If you have any questions that haven’t been addressed here please feel free to comment below or email me and I can update the blog post. I’m more than happy to share because I went into the publishing process with next to no experience in that world and definitely made a tonne of mistakes so if I can help in any way just shout out!

Getting Published

Q: How does a book deal work? Are you paid an advance and the publisher royalties or is it the other way around?

Every book deal is different so there’s not one single answer for this question. Some publishers pay their authors an advance, others don’t. Your publisher will outline all of this in your contract at the time of offer and they assess the commercial aspect of your book and the topic you’re writing about so this will dictate a lot of what you’re offered in advance anyway.

Q: Things you wish you knew rather than had to learn the hard way?

There are plenty of things I wish I knew! For starters, I wish I had known to engage a lawyer earlier than I did. Getting the contents of the book together wasn’t the most difficult part but most people assume it was. If you know what you’re talking about (which presumably you do because you’ve been commissioned to write a book on that topic!!) then actually writing it isn’t a difficult task, it’s just lengthy and time consuming…

One of the hardest parts is usually negotiating contracts and knowing your rights as you lose a lot of control in the publishing process when working with a publishing house. If you self-publish you have the majority of the control so you can choose every tiny detail down to the fonts you use inside the book. Once you hand over your manuscript to a publisher this becomes their domain and that’s partly why we all opt to go with a publisher in the first place. Publishers have YEARS of experience, sales data and knowledge to back up their decisions. Sometimes though, they just don’t mesh with your vision for the book and you need to know your legal rights so that if you aren’t happy with the direction the book is going your copyright is protected and your personal brand reputation won’t be damaged should a book you aren’t 100% happy with get published.

inside Home The Elements of Look

Q: At what stage of your business development should you consider a book and why? 

I never imagined I would be able to say I was a published author by the time I turned 30 so this is tricky one for me to answer. I still remember clearly signing the contract when I was 27 years old and thinking “am I even allowed to be doing this?! Surely I shouldn’t be doing this for another decade?!” That’s totally my own issue though because I’m pretty hard on myself and had this perception that if you were a published author you needed to be a certain age (not in your twenties!), have reached a certain stage in business or earn a certain figure each year… That’s all total cr*p. If you are getting recognition in the industry you work in, have built a network of fabulous clients/customers/patients and have enough experience under your belt to know you could write 50,000 words on a certain topic then your age/income bracket/resume/sex/race etc. shouldn’t come into any of it. Hardie Grant Books didn’t question my age or my abilities when handing me my contract so I should probably remind myself of that more often when I question opportunities given to me before I think I’m truly ready!

You should only really consider writing a book when you are confident that you can write to a certain word count and back it up with examples you’ve experienced in your career. You’ll easily be found out if you aren’t able to do this and book sales will show this very fast!

It’s also important to know that writing a book isn’t going to make you a millionaire over night, it’s a long road, a lot of work and probably won’t make anywhere near as much money from a book as you would from a number of really well paying clients. Writing a book is an excellent opportunity for self promotion, business marketing, profile building and brand awareness but it’s not necessarily going to translate into overnight millionaire status so if you don’t think your business is at a stage where you can take the financial risk of taking time out to firstly write the book (it took me 3 months while working full-time) and then promote the book then hold off until your business is more established or you have employees that can take over when you need to go on tour.

Q: Details on are negotiating contracts.

Hire a lawyer. Plain and simple. Don’t try and do it all yourself, a lawyer will be able to break down the contract jargon in a way that you can understand it and know what you’re signing up for. Don’t send your lawyer in to negotiate the contract though, this needs to be you but it doesn’t hurt to get some professional advice so you know what you are negotiating for and why.

Bookshelf-Styling-Emma-Blomfield

Q: Did you write a little each day, or slog it out for a blocked set of time? How many drafts did it take?

I haven’t ever checked how many drafts I wrote but I just looked and I had 11 different drafts saved before submitting it to the publishers.

My book is based on the decorating workshops I was already running in regional and rural Australian towns so I had a basic framework to work from already. I just expanded it and turned it into my table of contents when I sat down to start on the book. I then separated it out into chapters I thought would be best for ease of reading (note: the publishers only made one change to the layout I created when it came to editing and made entryways it’s own chapter where as I had had it lumped in with lounge rooms).

Once I’d nailed down the table of contents I wrote the first chapter first which was detailing the 5 elements of decorating. From there I knew I wanted to go room by room explaining how to use all 5 elements in each room so it was an easy formula for me to follow. I didn’t write each chapter in order, I wrote bits and pieces and came back sporadically until I was happy with the overall flow.

I asked my mum and a handful of friends to read the first draft once I was relatively happy with it and then made any necessary changes based on their feedback until I was happy with it all.

I was given 3 months to write the manuscript and it was over the Christmas period so I definitely procrastinated A LOT for the first month. Partly because December is typically a very busy month for me with styling and decorating work and I wanted some time out to relax over Christmas. Once Christmas and New Year was over I used the first few weeks of January to make a good start on the writing process because January is a lot quieter for me with client work I had enough time to work on projects but also schedule in some good chunks of time to write. I took advantage of my parent’s property in the Hunter Valley in those weeks to go up and write in silence without any of the distractions I would have had in Sydney. Getting away from your usual routine where you can be distracted by emails, office co-workers, employees or social activities is really useful if you can wrangle it!

Q: Would love to know what you thought was the biggest challenge during the process, and how you overcame it. Either in writing the content or getting it published?

The biggest challenge for me was the time it took to get the book on shelves. I’m a very impatient person and as a business owner if I make up my mind about something I want to get started on it immediately and get it done so sitting back and giving the control over to someone else and their timeline was definitely a challenge for me. Luckily Hardie Grant’s team are fabulous and they were very good at keeping me updated with their progress so I knew where they were at with the book most of the time and I had been given a publish date at the time of signing the contract 12 months earlier so I knew I had a goal to work towards and also a timeframe to get things in order behind the scenes with my business to allow me to go on tour with the book and still have money coming in.

Writing the content wasn’t anywhere near as difficult as I thought it might be. I think that was mostly in part because I knew what I was talking about and taught decorating workshops for years so had plenty of detail in my head that I just needed to sit down and focus to get it out onto paper. (I say paper because initially I hand wrote a lot of the ideas for the book before switching to a Word document, don’t worry I didn’t write 30,000 words by hand before typing them!!! YIKES!)

The only other challenge was logistically matching up illustrations with the content of the book and making sure the illustrations really did correspond to the paragraphs I had written. If I was talented enough to draw and illustrate myself it would have been easier because I would’t have had to explain my thoughts to another person. I was so lucky to work with my friend Maddison Rogers on it though so we could collaborate freely together. Maddison is in Brisbane but I’m in Sydney so I flew up twice for a couple of days at a time and stayed with Maddison and we just lived and breathed the illustrations the entire time I was there. It was intense but also good to block out our time together to make sure we were both on the same page (pardon the book pun!)


Q: Why did you choose to use drawings/illustrations rather than photos?

I had always envisaged that the book would be illustrated and wouldn’t be full of photography and never swayed from visualising it that way. My ideas behind this was to make the book a more classic, timeless piece that would be relevant in two decades time because decorating itself is a timeless art. I knew adding in photography of my client’s homes or styled photoshoots would probably date a lot faster just due to the nature of homewares and furniture trends. I also wanted the reader to be inspired by the illustrations and have a go at being creative in their own homes rather than being caught up in trying to replicate the exact same look as a certain room in their own homes. My approach to decorating is to allow as much of the client’s personality and style to shine through as possible and not to limit their creativity with my own design opinions too much so illustrations worked in perfectly with my business philosophy. I also made sure I included diagrams and how-tos for people to see rather than have to read and interpret, I didn’t want them to be confused by any jargon and the easiest way to demonstrate that is with visuals. Thankfully Hardie Grant saw my vision in the same way and never encouraged me to add photography to it.

 

Feel free to leave any comments below if I haven’t answered anything you’re dying to know 🙂

Emma x

Melbourne Workshop – April

Emma-Blomfield-Look-Workshop-Melbourne

Melbourne listen up! I’m coming to visit your lovely city! The books are back in stock so I’m rolling into town with a wagon full of books! To celebrate I’m also hosting a 2 hour workshop at the gorgeous United Interiors showroom in Moorabin.

What’s covered?

  • Where to find inspiration with your decorating project
  • What you can’t ignore when starting a project
  • How to keep your confidence up when you’re in the middle of a reno
  • The importance of lighting your home correctly and so much more!

What are the details?

BOOK SIGNING – free for anyone to walk in and check out the store and come have a chat.

WORKSHOP – 6-8pm Friday 28th April.
Address: United Interiors Showroom at 253 Wickham Rd, Moorabbin, VIC

  • All participants get a FREE book valued at $30!
  • Nibbles and drinks provided throughout the 2 hour workshop.
  • PLUS a $25 voucher to use in store. Hello awesome deal!

Ticket costs $99 so that’s pretty great value if you ask me.

Emma-Blomfield-Look-Workshop-Melbourne

Bring along a notepad and photos of your home or plans for your renovations as there will be plenty of Q&A time where we can work through any areas you are stuck on. You will walk away with a head full of inspiration and ideas, ready to put into action as soon as you get home.

SPOTS ARE LIMITED – TO PURCHASE YOUR TICKET.

Looking forward to seeing you in Melbourne!

Emma x

Hiring A Decorator

Emma-Blomfield-How-Much-A-Decorator-Costs

Earlier last year I wrote a blog post about hiring a decorator and it’s been one of the most read articles I’ve ever written so I thought I’d expand a little further on it today and give you a bit more insight into what it’s like hiring a decorator.

For most of my clients working with me is the first time they’ve worked with a decorator so I need to spend a bit of time showing them how the process works and easing any worries they may have about using a decorator (usually that’s mostly to do with the myth that interior decorators are expensive). I leave a welcome packet with each client I meet which details my office hours, preferred methods of , basic terms and conditions and a little diagram showing how the process works so they can check in at any time to see what’s next in the process.

Generally there’s about 4-5 steps in the decorating process and it’s relatively similar to if you were buying the furniture yourself except you have a helping hand making sure you’re making all the right decisions to keep your project on track.

Step 1. Meet & Greet

The initial consult is the get to know each other meeting. If you can do some homework prior to the initial consult you’ll get the most out of the meeting as possible. Show your decorator some examples of rooms and styles you like, have a list ready of the rooms you want help with, any furniture you want to keep and anything you’re desperate to get rid of. It’s also a good opportunity to discuss colours if you’re re-painting too and get instant feedback from a professional. Use the hour wisely, you’ll be working together quite closely as the weeks/month’s progress so share as much as you are comfortable sharing. I love meeting new clients and discovering all sorts of things about them and their families. Often no room is left unturned when I visit and I get a real insight into how the family lives. This then helps me create the best space possible for them.

Consultations cost anywhere between $200-$400 depending on the decorator. You can check out my pricing here.

Step 2. Mood Boards

After the initial meeting I gather as much inspiration as possible and start sourcing products that fit my client’s brief. I have a huge array of trade only suppliers I source products from that my clients don’t get access to. It’s no wonder people struggle to find the right furniture and homewares when there are so many trade only furniture suppliers. I spend a lot of my time educating myself on supplier’s products and quality standards so that I can source the best possible pieces for clients so when you’re paying a decorator to source products for you know that they have spent years honing their supplier database and sniffing out the best range of products for you.

I present all the items I’ve sourced to the client in form of a PDF mood board which shows all the items beautifully collated together to give the client an idea of how the room will look when it’s finished.

I always quote up front with a client how many hours are required to source the items we discuss in our initial meeting. For some clients, they don’t have the budget to get all the rooms done at once so they go room-by-room over a period of time. My hourly rate is $125/hr but you can expect to pay anywhere between $70-$300/hr depending on the level of experience the decorator has.

There’s usually a bit of back and forth about a couple of items before it’s all decided on and we can start ordering products.

Emma-Blomfield-decorating-sydney-mood-board

Step 3. Ordering Products

Like I mentioned, I have access to a huge range of furniture wholesalers so that means I take care of the ordering and delivery of the items to my client’s homes. This requires a bit of back and forth between the supplier, me and the client. But it’s the fun part for my clients when their goodies start arriving and they can put their home together. I generally have all items delivered directly to the client to save on double handling costs if I were to collect it all and deliver in one hit.

Step 4. Styling

Once all of the pretty things have arrived I pop back in and style up a storm. This generally only takes  a few hours and not always necessary but a lot of my client’s find it helpful to have me come through and move furniture around to where it looks best in the space.

Emma-Blomfield-Interior-Look-Sydney

So what are the benefits of hiring a decorator?

  • We save you time – so many of my clients are time poor and wish they could wave a magic wand and fall back in love with their home again. I don’t have a magic wand but I do my best to make it look like I’ve waved a wand and jazzed everything up by the time I’m done.
  • We save you money – yes you’re paying a decorator’s fees but how many times have you had a piece of furniture delivered and had that pang of regret that maybe you should have gone for the other colour/shape/style? We’ve been there done that and made all those mistakes so we know what to look out for that could be an issue for your home/style and how to avoid it. Plus I pass on my trade discounts to you too so you can expect to save around 30% off retail pricing.
  • We deliver beautiful spaces – many of my clients are fed up with their space, sick of trawling the shops on weekends and just generally unsatisfied with how their spaces work for them. My job is to get you to fall back in love with your home and enjoy coming home to a beautiful space.
  • We act as a mediator and save relationships – Okay, that’s a little far-fetched I admit but you would be surprised how often I’m used as the mediator between husbands and wives who can’t decide on furniture pieces. I hear the phrase “Emma suggested this so we should do as she says” and that’s the end of the discussion 😉

If you have any questions about my services or want to have a chat about how I could potentially help you with your home shoot me an email for an obligation free conversation – [email protected]

Emma x

Autumn Look Workshops

Emma-Blomfield-Workshops

Due to the overwhelming success of the last few workshops I’ve hosted this year I’m pleased to announce I’ve locked more dates and more locations for April, May and June! Whoop whoop! Please see details below of the upcoming workshops.

Workshops:

Friday 28th April 6.30 – 8.30pm – – Moorabin, VIC – to book click .

Thursday 4th May 6-8pm – – Dural, NSW – to book click .

Saturday 5th May 10.30am – 12.30pm – – Dural, NSW – to book click .

Thursday 11th May – 6-8pm – – Dural, NSW – to book click .

May – – Wahroonga, Sydney – DATE TBC – please email Avalon to register your interest – [email protected]

Thursday 1st June – 6-8pm – Hamptons At Home – Dural, NSW to book click .

Saturday 6th June 10.30am- 12.30pm – – Dural, NSW to book click .

We are keeping numbers tight on each workshop so that you get as much time with me as possible so spaces are very limited and we do have a waitlist for some of the workshops already.

What Happens At The Workshops?

Good question! We cover all the juicy decorating details like, where to find inspiration with your decorating project, what you can’t ignore when starting a project, how to keep your confidence up when you’re in the middle of a reno, the importance of lighting your home correctly and SO much more. We have plenty of question and answer time so you can bring photos of your home or plans for your renovations and we can work through any areas one-on-one that are troubling you. Plus there are snacks and treats too! It’s a fun morning of decorating and you’ll walk away with a head full of ideas to implement as soon as you get home. Signed copies of the book will also be available to buy at each workshop.

I will keep this blog post updated with any further details of the workshops too so keep checking back in. I’m hoping to host more workshops as the year progresses so if you’ve got a retail store that you’d like to host some workshops in please get in touch!

Hope to see you there!

Emma x

How I styled my Sydney book launch

Emma-Blomfield-Home-Book-Launch

What a night! It was so fabulous to host my friends, family and media s last week at private business club CUB in Darlinghurst.

I ummed and ahhed about hosting a book launch party for a long time and then decided that it was worth the effort and money to do it as I would probably regret not throwing a huge party to celebrate. I couldn’t let the release date pass without some sort of party so I embraced it and threw a big party.

It was a bit like when you are a child and you invite your entire class to your party and then sit and wonder if anyone will actually turn up. I was blown away when I made my speech looking around the room and seeing 50-60 of my favourite people in one place.

Emma-Blomfield-Book-Launch-Party

How I Styled The Venue

I use the CUB private business club most weeks for meetings or to work from so I was lucky to have a beautiful space that only needed a bit of styling and I could access the venue well before the event started and make a mess arranging flowers!

The book launch was on a Thursday evening so the day before I was up at 5am to go to the flower markets and purchase as many pink roses as I could find. I didn’t have a flower theme for the event, I just knew I wanted the flower to match the book and the roses at the markets kept appearing in the perfect colour combinations so roses it was. I also raced around ordering big balloons for the entry way and a few more vases from  (you can never have enough vases right?!) then to buy tissue paper to wrap any book purchases in and white paper bags.

Home-Book-Launch-Sydney

 

I had already ordered a credit card reader to take credit card payments on the night to sell the book, candles and my stationery range with  so I was all set up and ready for books to fly off the shelves.

On the Thursday morning I was up early packing the car with props, flowers and all the books ready to take to the venue. I stopped and got my hair and make up done on the way in so I didn’t need to fuss about later in the day and then Alicia (my PR manager from ) and I picked up the balloons and headed to the venue to start setting up. We started putting the flowers together at about 3pm into all the vases and the lovely staff at CUB moved two beautiful mirrored bookshelves into the entryway ready for me to style up a storm. I roped my business pal into helping me set up the bookshelves and she did a fabulous job of collecting props and stacking the shelves with books. I varied the items on the shelves by mixing up horizontal stacks of books with vertical stacks of books, I grouped candles together and then popped the vases of roses in the blank spots. It all came together reasonably easily which was a win!

Jules-Sebastian-Emma-Blomfield

It was a bit of a pink explosion on the shelves, I don’t think I’ve ever been allowed to go SO rogue with pink ever in my life, it was so pretty!

Bookshelf-Styling-Emma-Blomfield

Once the shelves were stacked with books I quickly got dressed and was ready to greet guests at the entry. One by one they all filtered in and my lovely friend Dorina came in holding the most beautiful tray of cookies she had baked for the occasion with the word HOME stamped into them and watercolour fondant in the same colours as the book. So much love!

Dorina-HOME-cookies

We all chatted and mingled for an hour or so before Claire Bradley, editor of got up and introduced me to the crowd and then I had my turn thanking all the amazing people that helped me along the book journey. It was so nice to be able to publicly thank them and acknowledge all of their efforts. It might be my name on the book title but it wasn’t a solo effort to get it onto shelves.

Emma-Blomfield-Book-Speech

After speeches were done everyone ran to the shelves to buy their own copies of the book for me to sign. It was so fun being able to write little notes in my friends books and to think that they’ll have it on their shelves with a personalised message for years.

We continued to party until late and kicked on with some family and close friends at the local pizza place! It was a bit of struggle to get up the next day and pack things up but it was worth it 😉

A huge thank you to Alicia for all her efforts helping me organise and set up the event, to Elyse for hustling like there’s no tomorrow for the entire set up and at the launch and a huge thank you to everyone who came along and supported me on the night, it was so magical to share the occasion with you all. As I said in my speech, often we only stop and celebrate achievements in our personal lives rather than business or career achievements so I wanted to stop and celebrate this milestone with my favourite people.

Although the book has now sold out on my website you can pre-order a copy via this link for delivery mid-April.

Emma x

 

 

 

Learn my decorating secrets in 6 weeks

I’m running our signature eCourse PLAN-DECORATE-LIVE again this month over at .

The 6 week course is jam packed full of juicy details teaching you exactly how I run a decorating project (hint: PLANNING IS EVERYTHING) through to actually going shopping and feeling confident in your choices.

What you’ll learn in 6 weeks…

  • Week 1: Where to find inspiration + The principles of Look
  • Week 2: What is a mood board and how to create one
  • Week 3: Planning your floor plan
  • Week 4: How to use colour and analysing your space
  •  Week 5: Going shopping without having a panic attack
  • Week 6 Taking things next level

We’ve taught hundreds of students in the year that The Look School has been live and so often their reasons for signing up are the same….

– I have given up because I can’t figure out how to finish off my decorating project.
– My husband has banned me from buying anything else for the house because I can’t commit to anything for any longer than a week.
– I’m about to start renovating and the thought of choosing paint terrifies me.
– I’ve finally bought our dream family home but am paralysed by decorating decisions

Sound familiar?! You’re not alone. I’ve met so many clients over the years who have all doubted their ability to pull together a beautiful home but found that once they had a helping hand (AKA me!) they were much more confident in making purchase decisions and they found they learnt a few things along the way too. Many of them actually ended up enjoying the decorating process.

I’ve taken the stories I’ve heard clients tell me over the years and funnelled it into this eCourse. We teach the course via video, downloadable worksheets, module downloads and you get access to a private Facebook group where you can ask us any burning decorating questions you may have or check in with other students and see how you can help each other. It’s a great little community to be part of!

with the course kicking off on Sunday 26th March. We won’t be running the course again this year so there’s only going to be one enrolment period for 2017.

 

Emma x

Making The Book: See the illustrations

Home The Elements of Look

I have shared images of the front cover of my book a million times but I have hardly shared any peeks inside the book so it’s about time I showed you just how pretty it is on the inside.

How I Found My Illustrator

I’ve written previously about why I decided to have the pages illustrated rather than using photography but it’s time I told the story of how I found my illustrator, . Maddison and I met back in 2014 by chance one day when I was running a workshop in her sister’s store in Roma, she had come to help out at the workshop. Between workshop classes Maddison and I got chatting about business and decorating. I mentioned to her that I was starting work on a book for a publisher and needed to find an illustrator to bring the vision to life. She casually mentioned that she could paint and I’m sure she’s regretting ever saying that because I put her to work almost immediately!! Maddison lives in Brisbane and I am in Sydney so we had many phone calls back and forth about the project and I flew up to Brisbane a couple of times to work on the illustrations with her. Together we put together a huge list of illustrations (almost 100) that needed to be painted to suit the content I was busy writing. Every few weeks Maddison would send me photos of the progress she was making and I would squeal and drop my phone with excitement each time she’d message me. Maddison runs her own pet product online store , is working on a medical device with a couple of friends, works full-time at Coco Republic and still managed to find the time to paint for me. Oh and she’s still in her early twenties. Amazing right?!

 

Writing The Content

I had a 3 month time period to get the content and illustrations ready to submit to the publisher. I love procrastinating (I could write a book about how to spend your time procrastinating but I’d probably be too busy procrastinating to ever write it) so giving me a deadline is a very good thing. I think I wasted the first month thinking “yeh, yeh I’ll get to it soon”. Luckily I had worked out the table of contents for the book very early on prior to meeting with the publisher so I had the basic framework ready to go (I’d actually taken a lot of it from the workshops I run so it was rather simple to put together).  The 3 month writing period fell over a Christmas break so I took the chance to write over Christmas/New Year and got about 80% of the book content finished before I had to dive straight back into client work again. I found the whole writing process relatively easy which was surprising, I always thought writing a book would be tedious and drawn out. Having a deadline significantly helped that’s for sure and knowing the topic you are writing about back to front definitely worked in my favour! The biggest challenge was motivating myself to sit down and write. I wasn’t writing all day every day, it was more like batching. I’d sit down and write for hours and hours then not touch it for a week or so.

I roped my mum and a handful of friends into reading the first draft. Mum read the manuscript three times, marking up changes in red pen as she went. I’m very grateful for her editing skills because every time I sat down to read the manuscript I’d get too caught up in judging my own work I’d forget to check spelling and grammar mistakes!

Maddison finished her illustrations a few hours before the deadline to send in the finished product. Just like Uni assignment days! Off it went to the publisher and the next stage of the journey began. I’ll write about that journey soon. I think I’ve probably bored you enough by now 😉

The Illustrations

There are 11 chapters in the book and each one has a number of beautiful illustrators scattered throughout. One chapter that I spent a lot of time working on was the Home Office chapter. More and more my clients are converting spare rooms into a home office or study so I knew it was an important room to cover. Here’s a look at the opening pages of the Home Office chapter.

inside Home The Elements of Look

 

If you watch the book trailer here you’ll see a few more pages inside the book and if you follow me on I’ll be sharing more over the coming days.

I’d be delighted if you ordered a copy of the book here.

Emma xx

Hitting The Road: Book Tour

Home The Elements of Look

I’m hitting the road and I’m not coming back… Jokes….. I’m gearing up for one of the biggest months in my career to date. My very first book HOME hits bookshelves on 1st March and to celebrate I thought I’d get on a plane and fly around to some of my favourite stores and thank everyone for their support. It’s been a mammoth task (to say the least) to get this book out there in the real world. For so long it was just a word document in an ugly font and a Dropbox folder full of scanned illustrations from Maddison my illustrator. So to see it in the flesh is pretty damn amazing.

If you’d like to come and join us for some fun and grab a copy of the book see the details below.

BOOK TOUR DATES

Saturday 11th March – join me at the Tara Dennis store in Sydney’s Wahroonga, there are very limited spots available for this intimate workshop. To reserve a ticket jump over to Tara’s . If you haven’t already checked out her store you should, it’s absolutely stunning!

Thursday 16th & Friday 17th March – I’ll be setting up shop in my second home, Oaten’s store in Casino NSW (near Lismore/Ballina). You’re welcome to pop in at any time either day as I’ll be there working some styling magic in store. You can purchase a signed copy of the book too!

Saturday 18th March – come and visit me at in Benowa on the Gold Coast from 10-12pm. Pop in between those times and chat all things decorating and books!

Sunday 19th March – my lovely friends at are putting on a little celebration for the book in their gorgeous Brisbane store at 11am. Just mosey on over to purchase a copy of the book in store and to chat all things decorating.

 

Emma xx

Hi, I’m Emma

Co-founder of The Look School, stylist, decorator and homewares buyer. That’s a lot of hats to wear, but I’ve been interior design obsessed pretty much my whole life so it’s no surprise to anyone that knows me that I’m this immersed in the design world.

Renovation and Home Design

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