Profile - Jahroc Design Studio

17 December 2009

Jahroc Margaret River Design Studio is still basking in the prestige of its recent triumph at the Furnishing Industry of Australia (FIAA) awards. As Furniture Fair Online discovered talking to Jahroc designer/maker Gary Bennett, the award is also a win for business.

Jahroc Furniture took out the "Best of the Best" furniture award in Australia and scooped another four prestigious awards at FIAA's gala awards evening on 17th October 2009. For Gary Bennett and his team, the awards were a great endorsement of business devoted to re-invention and creative thinking.

"It was a huge bonus to take out major awards at this year's Australian and West Australian Furniture of the Year Awards. We received great publicity and it's amazing how many of our customers have emailed or phoned to congratulate us."

The win also boosted sales and lifted Jahroc's profile, he adds.

"Even our suppliers are chuffed as of course they play a part in our success. Today in business any edge we can gain is great and winning such prestige's awards has certainly help sharpen our edge."

Never content to take success for granted, Jahroc's regular exhibitions and re-invented collections have played a key role in keeping the brand fresh and interesting.

"We do an exhibition/collection about every three years. It's been a highly successful process as, apart from generating sales through the exhibition, it offers the opportunity to expand our design base and spawn lots of new products. Essentially we can reinvent ourselves every two or three years which helps keep our large customer base interested in what we're doing."

"We have done three major collaborative exhibitions now and because of their high product value we can afford to create really nice catalogue style booklets. We call them our ‘tireless sales soldiers' because they continue to work year after year."

The exhibition pieces are typically one-offs, however when Jahroc hits on " a bit of a winner" it has the capability to put the piece into a small production run and therefore offer better price points, Bennett explains.

"We are currently producing a chair that came from our 2006 ‘Project Abrolhos', which we sold at the time for $3,500. We've just tweaked the design a little and we can now offer it in suites for just under $2,000 per chair."

Apart from the clear business wins engendered by Jahroc's 'Projects' there's also a lifestyle bonus, he admits.

"So far we have created designs inspired by Margaret River, The Abrolhos Islands and recently the West Kimberley regions of Western Australia. Each project requires a visit of at leats two weeks. We take photos, do sketches, go fishing, surfing and drink beer so it's a great way to work!"

 

Profile - Adorabella

October 22 2009

For almost three decades, quality homewares specialist Adorabella has successfully wholesaled its enticing product range to a clientele hungry for that much sought after commodity: charm. Furniture Fair Online took time out with co-founder Katie Connors.

With name that combines words describing love and beauty, it should be no surprise that Adorabella's main stock in trade is aesthetic delight. From cushions to tapestries, wall hangings and framed prints in a wide range of styles and colour ways, the company has domestic adornment covered. The result is a business that has continued to witness steady growth since its inception. Adorabella is now the largest distributor of tapestries in the southern hemisphere, while its other product ranges are also thriving.

"We used to be based in Sydney," recalls Katie Connors who, with husband and business partner Ross Connors, founded the company in 1982. "Then a few years back we decided to move to the Southern Highlands - around an hour from the city. The whole idea was to pursue a quieter pace of life, but it seems we're busier now than we've ever been."

As Conners talks to Furniture Fair Online by phone from Adorabella head office, it's clear she's knee deep in the daily tasks of running a business. At present a key priority is navigating a sea of new stock, some of which will be on display when the company shows for the first time at the Decoration + Design trade fair taking place from 3 - 5 February 2010 at the Sydney Exhibition Centre.

"We've got a beautiful Italian Heraldic range which has proven extremely popular. It used to be available in one colour but, due to the intense demand for this range, we'll be launching an expanded colour palette at Decoration + Design," Connors confirms. "We're also releasing a new range of exquisite framed prints."

With tapestries and cushions made locally from fabrics imported out of the US and Europe, the company has hit on a "sweet spot" of excellent product at attainable prices, she adds. "We service the mid to top end of the market and our brand is definitely based on tangible quality, without the excessive price tag."

Given Adorabella's diverse customer base of leading department stores, boutique homewares stores, furnishing and furniture stores, interior designers and decorators and architects, it is hoped the company will further raise its profile at Decoration + Design, while also sourcing potential business leads and getting a sense of the market.

 

Two minutes with... Signarture

October 8 2009

First showcased at the Australian International Furniture Fair in 2007, Sydney company Signarture was founded in 2005 by Sarah Leslie. Furniture Fair Online caught up with her. 

What inspired you to start Signarture?
We have a passion for art and interiors, expertise in trend forecasting, design and product development, global experience and perspective.

How would you define the company in a sentence? Specialising in perspex and canvas pieces, Signarture has a vision to bring an innovative, fashion and design-led approach to the creation of contemporary art relevant to today's design savvy market.

Who does your product target?
Signarture clients include leading interior design firms, property developers, professional interior stylists, design retailers and the design savvy. The business breakdown is 80 per cent corporate 20 per cent consumer.

What's new?
The new Treescape range (pictured) - beautiful pieces featuring evocative tree silhouettes that will add style and serenity to any space.

What are your key plans for the next three to five years? Continuing to create striking perspex and canvas art works based on our innovative aesthetic, while also driving our growing online business.

www.signarture.com.au