Tastemakers of maximalist interiors Jolie Laide made the transition from Instagram sellers to online retailers this weekend, with the launch of its first e-store!

Translating loosely to ‘beautiful ugly’ in French, jolie laide is the aesthetic philosophy underpinning Melbourne sisters Emma and Lou Smith’s unusual curations. After founding vintage re-sale platform No Replica Furniture on Instagram in July 2019 and amassing an online following devoted to their eccentric finds, the business made the swift transition to Jolie Laide in March of this year. By pairing a keen eye for underground designers with a love for absurdity, the pieces they source form a unique brand of attractive weirdness. Think clashing prints, bulbous candles and twisted vases!

Featuring a strong lineup of local and international designers and makers, Jolie Laide will sell homewares and textiles alongside one-off vintage finds. Swedish cushion designer Katherine Plumb, New York textile artist Zankov,  prestigious architecture photographer Derek Swalwell and Melbourne-based object designers Thomas Maxam are among the designers represented. The pair have even secured the local distribution rights for Dutch designer Lex Pott (behind THOSE Instagram famous candles)! Products will be released bi-monthly, with new designers added every fortnight.

They may be relative newcomers to the design world, but Emma and Lou have wasted no time finding their feet. This feels like just the beginning for this young brand among the leaders of a new wave of local talent. Watch this space!

P.S. How cool is the render image of the Jolie Laide ‘shop’ created by Melbourne artist Benjamin Thomson?!

Jolie Laide’s online store is now live, you can visit it here. Keep up to date with new releases and vintage finds on their Instagram here.