Designstuff is an online store that is an absolute haven for all things Scandinavian. The founder, Christina Fedders grew up in Copenhagen and has curated a seriously stylish and extensive collection of products. Initially coming from a background in fashion, she decided to turn her focus to homewares and interiors in 2012.
As Christina is a mother herself, there is a large range of beautiful baby + child products - If you have children yourself and struggle to find stylish products do yourself a favour and click here (you can thank me later).
Designstuff range includes; home + living, baby + child, wall art, gifts, accessories and even 4-legged friends! After browsing through the store, I know exactly where I'll be visiting when I complete my dream renovation.
I chatted to the founder Christina below to gain some insight into the story behind Designstuff. Check them out on Instagram @DESIGNSTUFF_GROUP for inspiration and head to their website www.designstuff.com.au!
You're welcome X
What inspired you to begin this venture and what has been the biggest surprise?
Motherhood. Definitely motherhood! Before Designstuff I worked as a fashion buyer.
After the birth of my daughter Clara (now 4) I realized that I needed a career change. Fashion was hectic and crazy and wonderful, but not always family friendly. Suddenly 70+ hour workweeks and constant overseas travel didn’t seem feasible anymore.
I decided I wanted to start my own small business, and starting a Scandinavian focused online store felt incredibly natural. I grew up in Copenhagen, where design is a part of everyday life. I really have my lovely parents and grandparents to thank, for instilling in me a strong appreciation for good design.
The biggest surprise or learning curve has been learning to pace myself and the business. In the beginning I thought I could just do everything all at once. It was a genuine surprise to learn that with a small business you really have to look at the long term picture, focusing on just a few important projects at a time. I came from a really fast paced role, where I had dozens of staff and huge budgets to cover several huge projects all at once. Ha! It was a big ol’ reality check and a good one. To this day, I apply what I learnt in those early days, in everything that we do.
How would you describe your company’s aesthetic/vision?
Clean, pared back, with a strong focus on quality materials and excellence in design. We love when something is beautiful, but nothing makes us more excited than when something is beautiful and functional! Also we are huge advocates of colour, take one look at our product selection or Instagram page and you’ll see that we are not afraid to embrace colour. Soft colours are our favourite, we love blush, pastels and greys.
Picking a business name is one of the toughest decisions, how did you select yours and what is the meaning behind it?
This is a great question. I think I just wanted something catchy and easy to remember. I tried not to over think it, and I think it worked? I knew I had hit on the right name when people would ask what the business was about. And when I explained to them, they would say “Oh, you mean like design stuff?”
What advice would you give to your younger-self?
I would tell my younger self to trust herself more. I think in the beginning I was so concerned with what I thought my imaginary customer might want. I invested in designs and stocked brands that weren’t “me.” I’ve since learnt to trust my gut, and today Designstuff is a true reflection of my taste, my loves and my passions.
If you could go anywhere in the world, where would you go?
Australia. I’ve lived in Australia for over 13 years and it’s actually embarrassing how much of it I haven’t seen or experienced yet! I travelled so much in my old job, that I think I actually lost the desire to travel for a while. Now all I want to do is see Australia. Top of my list, is an authentic Outback experience with my husband and kids.
*All images belong to Designstuff*