Sleek, refined, unique—these are just some of the words our team threw around when we pored over the images of new homewares label Sarah Ellison. Its first collection, The New Wave, just launched today, and we have a feeling its going to replace everything you already own.
Launched and conceived by renowned Australian interior stylist Sarah Ellison, The New Wave is a collection of furniture and home accessories inspired by Sarah's native Bondi Beach. It's described as "a curation of pieces that aim to add design integrity to any space, while retaining the down to earth sensibility for which she has become known."
Sarah Ellison held the position of style editor at Real Living magazine for seven years, and has become one of the country's most influential interior stylists. Using the skills and expertise she's picked up over her long-standing career, Ellison thought it was time she filled a much-needed gap in the market, and thus, Sarah Ellison the brand was born.
Keep scrolling to read our exclusive interview with Ellison, and browse the label's first collection.
MyDomaine Australia: Tell us about how you got this project off the ground?
Sarah Ellison: This collection has been over a year in the making, so it certainly didn’t happen overnight. After seven years working in magazine land, I knew that there was a gap in the market for really great design pieces for the home at a more accessible price point. With that in mind, I began designing samples. It took around two and a half years from when the idea of my own brand came to mind, to the launch of The New Wave, its first collection. Good things take time as they say, and I knew I wanted to get it right.
MD: So many people dream about starting their own ‘thing’ but never know where to start—what was your first step?
SE: The first step for me was just taking the first step. It’s easy to procrastinate and worry that you’re going to do it wrong but actually there is no wrong because everything you do leads you in the right direction eventually. I think after years working as a stylist I also gained lots of confidence in myself and what I was capable of.
I think after years working as a stylist I also gained lots of confidence in myself, and what I was capable of.
MD: What have been your biggest challenges?
SE: Apart from being a mum and working a full-time job in addition to starting a new business, having faith in my idea right to the finish line was a challenge. A furniture collection was a pretty big undertaking, and there were so many small battles to fight along the way, it’s easy to lose track of the big picture.
MD: What has come easy?
SE: The creative stuff was probably the easiest part for me, so the designing and then the photoshoots—these are the areas I’m confident in.
MD: Has Sarah Ellison. been something you’ve been silently planning for years?
SE: Not really, I realise now that everything I was doing in my early career was leading me here but I didn’t know at the time. It’s all been a logical progression really just stepping from one thing to the next. Deep down I guess I’ve always wanted to make things though. I'm just wired that way.
Investment in key pieces for a room is how you create a great space—quality over quantity!
MD: As an interior stylist, what is the first ‘mistake’ you often notice when you walk into a living room?
SE: Too many clichéd trend based purchases. Investment in key pieces for a room is how you create a great space—quality over quantity!
MD: If someone’s space feels cluttered, how do you suggest opening it up?
SE: Possibly by re-thinking the floor plan and only keeping furniture that is entirely necessary. Space is a luxury these days, especially since we are all living in smaller homes and apartment living is on the rise. You do not need to "fill" every area. That is part of what formed the strategy for The New Wave. I wanted the collection to be equally at home in a grand mansion or a one bedroom apartment, it's my edit of just really great pieces to include in your space, not lots or stuff you don't really need!
MD: As an interior stylist, you’re familiar with so many brands — does Sarah Ellison. fill a gap?
SE: Yes, I hope so. As an interior stylist I get to work with so many beautiful products and brands from the high end to low. I could rarely find things I loved that weren’t really expensive. So I guess when I set about creating Sarah Ellison., I wanted to make sure that the designs were original and great quality in beautiful fabrics and materials without a hefty price tag attached to them, or a ridiculously long lead time. As my pieces are available exclusively though Click On Furniture we were able to make this possible.