Ummm hello gorgeous bed linen!
is a funky new bed linen brand offering a beautifully designed range of bed linen for the contemporary home. It is reasonably priced and not your average department store linen designs, a bit of luxe for your home the future of your house…
I’ve been offering e-decorating services for just over three years now so it’s something I’d say I’m pretty familiar with but I often meet people who ask me what I do and stare blankly at me when I say I offer e-decorating services. This happened last week at a networking event I went to with a fellow business owner. It is usually men who have no idea what I’m talking about but it got me thinking that surely there are others out there who have NO clue about what e-decorating actually is! Below is a little diagram explaining the process in more detail but in plain terms, it’s basically decorating and styling help specific to your homes requirements delivered to you via email rather than inviting me into your home.
Okay so you see how it works but how will it actually help you? Well, everything I source I source specifically for your home, it’s not like I have a bunch of different mood boards that I just rotate around to clients. I study the photos you send me very closely and identify what can stay, what needs to go and then I make a little shopping list and I start picking things I think will suit the look and feel you are aiming for with your home. This is quite time consuming and often people ask me why I don’t just have a template of designs I send to clients and I say to them, well that wouldn’t make it very special and unique to the person purchasing the mood boards now would it? Every home is different and every homeowners needs and wants are different so I need to make sure everything I source will work well in that space.
One of the most common questions I’m asked by new and potential clients is, “what happens if I’m not happy with the design?”. I understand that everyone pictures things differently in their heads so when I put together a mood board it may not be exactly to your liking….this has actually only happened once in the 3 years I’ve been offering e-decorating so I think it’s safe to say my intuition is pretty spot on for what I think your home needs. However, if you aren’t 100% happy with everything on the mood board then I am happy to source one more option for you on the pieces that you feel don’t fit the brief you’ve given.
Here’s a little collage of some of my latest mood boards – quite a vast array of styles don’t you think?
1. When and why did you start Cranmore Home?
My first little ‘go’ at building a retail business was just after my husband and I moved into our farmhouse. Once we had started our renovations, I found that I was frustrated that I could not find an alternative to mass produced, or horribly expensive products. I started looking more at brands that I knew were Australian-designed and produced either locally or under very strict Fair Trade principles.
A gorgeous girlfriend of mine suggested that the brands I was collecting would compile well for a shop. Somehow, her well meant comment ended up with her and I running a pop-up event at my farmhouse with the entire house being styled and merchandised! Cranmore Home is a now a bit of a moveable feast — it’s an online retail outfit, a roving pop-up shop throughout regional WA, host for a Winter Workshops series (in 2014) and anything else that tickles my fancy.
2. Where did you get the inspiration for the name?
Cranmore Home in its physical sense is Cranmore Park — our family farm. We live in a 1909-built farmhouse on the farm that we moved into five years ago. The farmhouse has been in the Lefroy family since its beginnings and is now home to my husband and I, our trio of kids, a couple of sheepdogs, flocks of sheep and herds of cattle. Our homestead, Cranmore Home, is one of the oldest surviving homesteads in Western Australia. As such it is full of character old treasures, fascinating stories and layers of history that make a house a ‘home’ .
3. What’s a typical day like at Cranmore HQ?
I am not really sure I have a ‘typical’ day at Cranmore! It starts with the standard morning rush of getting three kids and myself out the door and on the road to town by 7:30am to get school and daycare drop offs complete. Once I get to my office, I check my online orders and get those ready for wrapping and packing. Bec, my incredibly organised Manager and Events Coordinator, and I always write a little note to our customers thanking them for supporting Australian-design by shopping with Cranmore Home. We really want people to feel a thrill when they see their Cranmore Home parcel arrive…After orders are done and dusted, I get on with various tasks such as updating my website, merchandising our showroom and, my favourite, checking out leads on any new designers I have got my eye on!
4. What do you love most about your job?
All of it! There are just so many great elements to running a creative business. I love coming up with new ideas of how to share Cranmore Home’s products and Australian-design ethos with people living in regional WA. I also love getting to know the artisans behind the brands of Cranmore Home. Learning about their inspirations for their work and how they see their work in a practical, everyday sense.
5. How do you decide what makes the cut and gets online? Surely you see a whole mass of goodies on your sourcing travels?
It took me three years to gather the artists and brands that I now stock through Cranmore Home. I do have a little obsessions with ‘Insta-sourcing’ to help me stay inspired and seek new discoveries; seeking new items via magazines or word-of-mouth conversations. It has surprised me just how strongly I feel about stocking only Australian-designed and Fair Trade produced goods. Australian-design is such a natural fit for my aesthetic — there is a flair, colour palette and functionality of Australian designs which make it unique. Many of our Australian designers do take their work offshore for production and this is where I spend a lot of research time ensuring that products meet strict Fair Trade principles in their creation, the materials used and the relationships with the artisans. I take a long time making sure I pay due diligence to the Fair Trade aspect of my brands.
6. You have three kids, how do you juggle motherhood and running a business?
Some days, I have no idea how everything keeps on rolling and then other days I think ‘I could do more each day’! I think that every parent faces the same balancing act of devoting time and energy to their children and having a career. I am so blessed in that my career is also my passion, so I never resent going to work. Cranmore Home also provides me with a creative outlet which I believe, allows me to be a better mother to my children.
7. If you could go back and give yourself one piece of advice when you started the business what would it be?
Take. A. Breath. I am a bit of a ‘do it all now’ person and this can mean that I put unnecessary stress on myself to do everything, all at once! I have been very lucky in that I have met so many wonderful people who have been generous with sharing their business knowledge with me. Starting a small business is exciting but also tremendously daunting, having a wonderful network of support from fellow creative businesspeople gives me the energy and confidence to keep moving forward.
Have you discovered any new online stores recently? I’d love for you to share them below!
I was sent one of these pillar candles last week from . I’m usually a candle in a jar kind of girl so I wasn’t so sure about this relatively new kid on the block at first. But he’s growing on me and I’m quite fond of the light they give off is very pretty and quite different to the usual glass candle glow it comes in navy! My all time favourite colour….
Are you a pillar candle fan or glass jar candle devotee?
I’m working on a few retail store re-designs lately and I’m rather enjoying it! I usually only work on residential projects but I did study marketing and merchandising at Uni and have worked in visual merchandising in the past so I’m enjoying getting back into it. Here’s a little peek at the to-do list I’ll be sending off to a retail client very soon. She’s ready to roll up her sleeves and get things done to turn around her store and I can’t wait to see the finished result. Love a client that’s itching to get started & put in the required hard work…I can only do so much!
It’s amazing how someone else entering your store can provide so many ideas you may not have thought of, a new set of eyes brings a whole different perspective and sometimes it’s only tiny changes that have the biggest impact.
If you’d like help re-designing your retail store shoot me an email for more information.
I’ve teamed up with Sonya from to bring you the first of hopefully many in Sydney on Saturday 29th of March.
We are hosting a two hour workshop where we’ll share our styling knowledge, giving you all the advice you need for selecting non-toxic items for the nursery, how to lay the room out correctly, and we’ll help you create a mood board full of inspiration to give you the confidence to go home and create a safe sanctuary for your new bub.. Oh and you’ll leave with a fabulous goodie bag!
Location: 593 Botany Road, Alexandria
Date: Saturday 29th March
Drinks and snacks provided.
Tickets are limited as we want to be able to spend as much one on one time with you as possible so book in as soon as you can to secure your spot.
For more workshop information and ticket purchasing click .
If you haven’t already heard of , I highly recommend you check them out. I use a lot of their pieces in client homes – they are affordable and on trend. They have a sale on now too where you’ll find 40% off ottomans, outdoor dining chairs for less than $80, side tables under $200 and TV Units under $500! Bargain central.
Cushions above are available from
1. More is More – in my book, the less is more rule can never apply to cushions so pile them high!
2. Matchy Matchy No No – live a little and try mixing patterns. Keep one colour consistent in the patterns but mix it up with small scale prints and large bold patterns.
3. Texture is Everything – layer different textures for an instant luxurious feel. Linen with velvet is my favourite mix.
What’s your favourite brand of cushions?
I haven’t shared any e-decorating mood boards in a while… Naughty me! Here’s one I finished a little while ago for a client in rural NSW who wanted to spruce up the study space she had carved out in her kitchen living area. I’m rather fond of it myself!
If you’d like help putting your home together, I can help no matter where you’d located in Australia. Email me to see how I can help.
The new Designer Collection from rug supplier has just been launched. The stunning range is available only through decorators and designers and features 51 colours to choose from in a variety of patterns so you can custom make a rug to suit your home. Such a brilliant idea!
If you could custom design your own rug what would you dream up?
If you’d like pricing information please email me for further details.
Last week I took two friends to the in Flemington. It was their first visit and quite a fun experience for them, it got me thinking though that you really do need to be prepared for an early morning visit to the flower markets and thought I’d share my top tips.
1. Arrive Early – the markets open at 5am and if you want the good stuff you need to be there as close to 5 as possible.
2. Parking Sucks – parking is pretty ridiculous and there are forklifts fanging around the carpark without looking where they are going. Stalk people back to their cars if you have to! (Yes, it’s like going shopping on Christmas Eve… I’ve warned you!)
3. Cash is King – If you pay cash you’re more likely to get a discount if bulk buying flowers and not all offer credit card facilities. Also it’s a $10 entry fee to get into the markets so make sure you have cash ready when you drive in the gates.
4. Storage Tubs – if you’re planning to buy more than a few bunches (if you’re getting up before dawn, you better make it worth your while) you’ll need something to carry the flowers in. The car park is a 3 story car park so you can’t duck back and forth to drop the flowers off. I take with me but a trolley would be handy.
5. Opening Times – the markets are only worth visiting Mon-Wed-Fri. Tuesday & Thursday they are open but you’ll get less than a quarter of the offering.
6. Have Fun – it’s all go-go-go once you walk in the gate but I always really enjoy wandering around, you’ll get pushed and shoved a bit as people walk down the aisles with trolleys and buckets of flowers but the array of amazing flowers you’ll find there that you don’t see in florists at your local shops makes the early start worth it. I highly recommend a trip to the flower markets!
Have you got any other tips to add? I would love to hear them!