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Stylist Turned Designer Sarah Ellison On Building A Cult Status Furniture Brand, On TDF Talks

Podcast

According to Sarah Ellison, a business is 10% creative and 90% all the other stuff. Admin, customer service, social media, logistics… It’s the grind that often stays hidden behind-the-scenes.

The designer has certainly been working hard on her own eponymous furniture brand since its launch in 2017 – and it’s paid off. Rarely a day goes by that we don’t spot her iconic Huggy chair in a photoshoot, a home or an architecture/interiors project!

In this podcast conversation with host Lucy Feagins, Sarah walks us through her career in the Australian design industry up to when she launched her brand five years ago. She talks about the value of assisting, what it’s like to live in an Instagram world and making the leap from styling to designing. A must-listen for any aspiring creative business owners out there!

12th November, 2021

The insanely popular SOL collection (including the iconic Huggy chair!) alongside the stripy La Banda capsule collection. Photo – Jessie Prince.

The iconic Huggy chair in boucle. Photo – Jessie Prince.

The squashy couch and rattan coffee table of SOL. Photo – Jessie Prince.

The stripy La Banda console. Photo – Jessie Prince.

Sasha Gattermayr
Friday 12th November 2021

Until February of 2020, Sarah Ellison had been building a cult status furniture brand with just herself and her business partner since its launch in 2017. From the outside it looks like a much bigger operation – her vintage-inspired pieces are seen in homes, architecture and interiors projects and editorial shoots all the time – but as Sarah explains in this episode of TDF Talks, the business is very much a small team. Although it feels like they’ve been around for ages, Sarah Ellison the brand is still relatively new!

Before making her foray into furniture design, Sarah spent many years working in different facets of the creative industries. In this conversation with Lucy Feagins she walks us through the ins and outs of her career, from her roots as a fashion grad and days as a styling assistant, to working her way up to Style Editor at Real Living, right up to making the leap from a stylist to a designer herself. Sarah also shares how she has navigated running her biz in the pandemic, and the (very exciting) plans for the future.

Listen now!

This episode of TDF Talks is brought to you by Fujifilm instax, whose new Link WIDE instant printer allows you to print photos directly from your smartphone. The instax Link WIDE printer allows you to add QR codes and filters to your photo before printing them onto instant WIDE film. Find out more here.

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