Spotlight on... FOLDS (& epic Interior tips from Founder Emma Gurner)

Pssst. It's a new feature around these parts. Getting your hands on unique interior finds, whether as a gift or to give your home the wow factor, can be tough to come by with all this crazy competition in the online world. High street stores are an option, but never provide that real unique gem that people instantly compliment.

I'm on a mission to introduce to my readers some of the chicest online interior stores out there, the stores that aren't on the highstreet, that will provide you with go-to outlets for lovely things for your home, christmas gifts or simply somewhere to click for inspiration.

This week, I'm introducing FOLDS and chat to their delightful Style Director Emma Gurner :)

Interior: Cushions & cosiness

Fluffy cushions, Folds

Online interior boutiques that have a strong focus on your lifestyle tick boxes for me. When you visit a site where page after page is stocked with beautiful collections you can work into your home and the way you live, browsing accessories that are easily styled and are sure to be loved, that's what I look for when shopping online for interior bits, and Folds thrive in this. With designs sourced from all around the world, there's a strong mix of patterns, textures and products on offer to suit every lifestyle. 

Whether you're looking for cosy layers this winter, or detailed patterns to add a focal point to your rooms, Folds' cushion offerings in particular catch my eye on every visit. Remember I told you about my cushion obsession? Well, Folds are experts in sourcing intricate detailed, geometric & cosy designs to fit your lifestyle and look. Just check out the stunning watercolour-esque  hand ilustrated Sky Siouki prints

Interior: Cushions & cosiness, winter interior looks

Whilst items might not seem cheap from the outset, once you meet the designers, hear about their intricate approach and all the hours gone in to crafting you the perfect cushion to suit your room, you realise what a bargain they are. And what a stunning gift they would make. 

With the chilly Christmas around the corner, Neil & I are loving thick knits, heavy fur and herringbone for ultra cosy times, and when 2 of Folds' sumptuous fluffy pillows arrived on our doorstep, packed with warm duck feathers, we couldn't wait to chill out with them on our Chesterfield. 

Interior: cushions & cosiness, folds winter interior looks

But of course, textiles aren't the only things Folds excel at sourcing. They sell some of the quirkiest lamps and lighting, for that sought after 'industrial chic' look. I simply LOVE this simple iron table lamp, that would look great with a quad loop lightbulb. As well as their strong collection of quirky furniture sourced from all across the globe.

I was delighted that Emma Gurner, Folds' Style Director and interior design consultant took the time to answer a few of my burning questions about her love for homeware. I was so inspired by Emma's (and her business partner Suzi's) approach in building their business, and the passion that drives their decisions. 

Here she is :)...

Interior: cushions & cosiness, folds winter interior looks

Hi Emma! Tell us a little bit more about you and your passion for all things interior

My passion for all things interior began about 15 years ago when I landed a job working at BBC Good Homes magazine. My career continued as an interior stylist from then onwards. Now 15 years and 2 children later, I felt it was time to begin my own company and so Folds was born!

How did you come to start your own online store?

I met my business partner Suzi through our children at nursery. With her knowledge of running a business and my creative input we were able to begin our exciting new venture. The website came about after almost a year of private sales and market research. Despite having a low budget we were able to build our own website using a template and are slowly adding to the website as our business grows.

What's your most loved interior possession?

My most loved interior possession is my copper unit. I designed it myself and painstakingly treated copper sheeting to give it a weathered look. The unit provides a wow factor to the space as well as being a very practical piece of furniture!

What tips would you give for readers just starting out in decorating their home?

I think pinterest is a wonderful tool now available to collect images that you love and to create mood boards. It is a great starting point for getting inspired.

What's your favourite home look this season? 

I love feature lighting and the multi-arm pendant lights are big news at the moment! Like this Five light adjustable pendant, £230. 

If you haven't yet paid Folds a visit, I strongly urge you to take a peek at the collections and start a house-piration pinterest board right away! 

Also follow Emma's journey with Folds on her twitter (she has just got the most adorable little puppy, I can't keep my eyes off her tweets!)