This website uses cookies to improve your experience navigating our site. By continuing to browse, you are agreeing to our use of cookies.

OK, I understand

The New Australian Furniture Brand That ‘Won’t Break The Bank’

Creative People

Jake Williamson grew up in Barwon Heads on Victoria’s surf coast, and was always drawn to creating things with his hands. 

After studying carpentry, then spending time working overseas, and a few more years tinkering in a backyard shed – Jake has launched Peninsula, his own furniture brand, that combines mid-century inspired design, sustainable practices, and a surprisingly affordable price point. 

23rd September, 2019

Jake Williamson at work on his Peninsula furniture brand. Photo – Caitlin Mills for The Design Files.

Left: Photo– Nick Doolan. Jake hanging out with his two key pieces, The Bedside and The Sideboard. Left: Right: Photo – Caitlin Mills for The Design Files.

Photo– Nick Doolan.

Jake combines modern technology with handcrafting skills. Photo – Caitlin Mills for The Design Files.

Photo – Caitlin Mills for The Design Files.

At work in the Coburg studio. Photo – Caitlin Mills for The Design Files.

Precision measures! Photo – Caitlin Mills for The Design Files.

Photo– Nick Doolan.

Lucy Feagins
Monday 23rd September 2019

‘I was really sick and tired of seeing so much furniture go to waste’ – Jake Williamson. 

The idea for Jake Williamson’s brand Peninsula, is to offer an affordable, sustainable, locally-made furniture line for people who, in Jake’s words ‘are ready to graduate from IKEA, but who aren’t yet in a position to fork out thousands for custom-made furniture’. It was this statement that caught our attention!

Jake’s products are made from Forest Stewardship Council certified Tasmanian Oak, and are designed to be beautiful, functional and not ‘break the bank.’  He’s priced his first two products, The Sideboard and The Bedside, at $1600 and $400 respectively. That’s incredibly good value for made-in-Melbourne furniture!

So, how can a handcrafted furniture piece be priced this way? The answer lies in the technology used – Jake uses CNC machining to cut the wood to size, which drastically reduces labour costs, and also minimises waste.

‘I have a small factory in Coburg which I use to build, stain and package the products’ Jake says. ‘The timber panel construction and CNC services are outsourced externally. The cut pieces are then delivered to my factory for assembly. I’ve built jigs to assemble the products in batches as efficiently as possible. Previously, The Bedside would take me around 15 hours to build one unit by hand, it now takes a little over an hour of labour.’

The designs are inspired by Jake’s interest in mid-century furniture and architects, particularly the work of Australian architect Robin Boyd, and Danish designer Hans Wegner

Peninsula is driven by Jake’s passion for ensuring the health of the environment into the future. He explains ‘I was really sick and tired of seeing so much furniture go to waste, it is similar to fast fashion.’ While Jake acknowledge that not everyone can afford to purchase everything at a locally produced level, he is passionate about making accessible furniture people invest in for the future. 

This Week

Stays

A Serene Architectural Getaway Overlooking Vineyards In Central Victoria

Barfold Estate's new boutique accommodation is the best kept secret in the Heathcote / Kyneton region – for now!

Father's Day Favourites

Shop Luxurious Outdoor Essentials For Dad With 20% Off The Grampians Goods Co.

This one is for the dads who love camping, picnics, and a hot cocoa by the fire! We've got 20% off The Grampian Goods Co.!
Christina Karras

Interiors

How This First-Time Renovator Transformed Her Pint-Sized Melbourne Apartment

A tiny renovation (34 square metres, to be precise) – that packs a big punch!

News

Local Chef Ella Mittas' First Cookbook Brings Us A Taste Of The Mediterranean

The Greek-Australian chef shares her most delicious recipes and personal essays in Ela! Ela! – To Turkey and Greece, Then Home.
Christina Karras

Interiors

A Majestic Garden House That Transcends Aesthetics

The landscape is the mesmerising star of the show in Garden House by Arent&Pyke and Polly Harbison Design.

News

Bid On Spectacular Contemporary Art From Australia's Best At The IMA's Benefit Auction!

Snap up works from award-winning artists thanks to the Institute of Modern Art Brisbane’s glamorous annual gala and online auction!
Christina Karras

On The Market

For Sale: An Ultimate Sydney Dream Home, With Waterfront Views

This new Balmain family home has it all - a resort-style backyard, swimming pool, gym, steam room, home theatre, and it's for sale!
Christina Karras

Homes

A Historic Melbourne Apartment With Artful, Lived-In Interiors

Interior designer Leigh Ellwood invites us inside her 1930s Beverley Hills apartment in South Yarra.
Lucy Feagins
  21 hours ago

News

Nicole Lawrence Studio And Curio Practice Pop Up In Sydney

The two rising design stars open the doors to their week-long shop and showroom in Paddington.

Father's Day Favourites

Give Dad A Dose Of (Stylish) Wanderlust With Bespoke Luggage From July!

Gift dad bespoke luggage from our favourite travel brand July and receive a complimentary personalised luggage tag worth $85!

News

Shop Dreamy Pastel Landscapes In Collection III From ‘Palette by Jono Fleming’

Introducing interior stylist Jono Fleming’s third art collaboration with Sicilian-Australian artist Chanel Sohier.
Christina Karras

Father's Day Favourites

Announcing The Design Files Father's Day Favourites 2022!

Find the best gifts for dad and score special deals with our Father's Day Favourites online shopping event!

Father's Day Favourites

Find The Perfect Book For Dad With 20% Off From Hardie Grant Publishing!

From the best barbecuing recipes to epic travel inspiration, you'll find the perfect book for dad in our edit of Hardie Grant Publishing's f...
Christina Karras
  13 hours ago

At Home With Sheridan

The Minimalist Inner-City Sanctuary Of Skincare Guru James Vivian + Ben Esakoff

A Prahran Edwardian cottage meets a minimalist architectural addition, with exposed materials, an impressive art collection, and textured Sh...

Shopping

Kip&Co Team Up With Robert Gordon For A Fun-Filled Ceramic Range

The loveable local brands have created a new playful ceramics collection, bringing prints and colour to range of hand-crafted vases!
Christina Karras

Similar Stories

Creative People

Keeping It Auld School

Jack Auld of Auld Design takes us through his custom furniture business in Moolap, Victoria.
Miriam McGarry

Creative People

The Rise Of Tide Design

The Melbourne furniture makers expand their range, handcrafted in their Huntingdale workshop.

Creative People

11 Great Craftspeople Who Can Make You A Table

A round-up of the best bespoke furniture makers and designers in Australia!

This Week

Father's Day Favourites

Announcing The Design Files Father's Day Favourites 2022!

Find the best gifts for dad and score special deals with our Father's Day Favourites online shopping event!

Father's Day Favourites

Shop Luxurious Outdoor Essentials For Dad With 20% Off The Grampians Goods Co.

This one is for the dads who love camping, picnics, and a hot cocoa by the fire! We've got 20% off The Grampian Goods Co.!
Christina Karras

Stays

A Serene Architectural Getaway Overlooking Vineyards In Central Victoria

Barfold Estate's new boutique accommodation is the best kept secret in the Heathcote / Kyneton region – for now!

Interiors

How This First-Time Renovator Transformed Her Pint-Sized Melbourne Apartment

A tiny renovation (34 square metres, to be precise) – that packs a big punch!

News

Shop Dreamy Pastel Landscapes In Collection III From ‘Palette by Jono Fleming’

Introducing interior stylist Jono Fleming’s third art collaboration with Sicilian-Australian artist Chanel Sohier.
Christina Karras

At Home With Sheridan

The Minimalist Inner-City Sanctuary Of Skincare Guru James Vivian + Ben Esakoff

A Prahran Edwardian cottage meets a minimalist architectural addition, with exposed materials, an impressive art collection, and textured Sh...

Shopping

Kip&Co Team Up With Robert Gordon For A Fun-Filled Ceramic Range

The loveable local brands have created a new playful ceramics collection, bringing prints and colour to range of hand-crafted vases!
Christina Karras

Interiors

A Majestic Garden House That Transcends Aesthetics

The landscape is the mesmerising star of the show in Garden House by Arent&Pyke and Polly Harbison Design.

News

Bid On Spectacular Contemporary Art From Australia's Best At The IMA's Benefit Auction!

Snap up works from award-winning artists thanks to the Institute of Modern Art Brisbane’s glamorous annual gala and online auction!
Christina Karras

Father's Day Favourites

Find The Perfect Book For Dad With 20% Off From Hardie Grant Publishing!

From the best barbecuing recipes to epic travel inspiration, you'll find the perfect book for dad in our edit of Hardie Grant Publishing's f...
Christina Karras
  13 hours ago

Homes

A Historic Melbourne Apartment With Artful, Lived-In Interiors

Interior designer Leigh Ellwood invites us inside her 1930s Beverley Hills apartment in South Yarra.
Lucy Feagins
  21 hours ago

News

Local Chef Ella Mittas' First Cookbook Brings Us A Taste Of The Mediterranean

The Greek-Australian chef shares her most delicious recipes and personal essays in Ela! Ela! – To Turkey and Greece, Then Home.
Christina Karras

On The Market

For Sale: An Ultimate Sydney Dream Home, With Waterfront Views

This new Balmain family home has it all - a resort-style backyard, swimming pool, gym, steam room, home theatre, and it's for sale!
Christina Karras

Father's Day Favourites

Give Dad A Dose Of (Stylish) Wanderlust With Bespoke Luggage From July!

Gift dad bespoke luggage from our favourite travel brand July and receive a complimentary personalised luggage tag worth $85!

News

Nicole Lawrence Studio And Curio Practice Pop Up In Sydney

The two rising design stars open the doors to their week-long shop and showroom in Paddington.

Similar Stories

Creative People

Keeping It Auld School

Jack Auld of Auld Design takes us through his custom furniture business in Moolap, Victoria.
Miriam McGarry

Creative People

The Rise Of Tide Design

The Melbourne-based furniture makers expand their handcrafted range.

Creative People

11 Great Craftspeople Who Can Make You A Table

A round-up of the best bespoke furniture makers and designers in Australia!

The Design Files acknowledge the Traditional Custodians of the lands on which we work, the Wurundjeri people of the Kulin Nation. We pay our respects to Elders past and present.

First Nations artists, designers, makers, and creative business owners are encouraged to submit their projects for coverage on The Design Files. Please email bea@thedesignfiles.net