If you’re anything like me, going on Instagram or Pinterest always brings up the question – where can I buy that? Well, one good place is iDecorate, a website with an edited selection of décor and furniture (most of which adhere to a Scandinavian aesthetic). Although I shop online fairly regularly, nothing beats seeing and touching a piece in person. Lucky for all of us, iDecorate is launching its first pop-up in Central where we’ll be free to browse, touch and feel as we please. We ask founder Shana Buchanan to tell us more about herself and the iDecorate brand.
Work ethic: Start early or stay up late? Both. When you are really passionate about your business, you never stop working. And when you love what you do it doesn’t feel like work.
Coffee or tea? Coffee, because I work late most nights.
Describe a typical working day: I wake up at 6 am, have a coffee then check emails, after which I go for a run or personal training. I head to the office between 7.30 and 8.30. I typically spend an hour each morning with my team reviewing our sales and strategy, around 30 minutes with our interns and another half an hour with Creative Director Christie Simpson discussing the focus and direction for the brand. The rest of the day is spent sourcing new products, liaising with suppliers, and ensuring our customers are more than happy. I’d love to say that I go home at 5pm, run a bubble bath and then have dinner but that simply isn’t feasible. I usually leave the office between 8 or 9 and eat dinner at home. Sometimes my partner Anthony and I will leave the office together (we’re both workaholics) and slip out for a late dinner-date.
What do you love most about being a creative entrepreneur? The people I work with and the culture we’ve created. There is nothing more exciting than working with passionate investors and employees who share the iDecorate vision and enthusiasm for the business. The energy is palpable when you walk into the office. I pinch myself daily that it’s an environment that I’ve been very lucky to cultivate.
Who is your business idol and why? Natalie Massenet from Net-A-Porter. She was the first to take luxury online in 2000, survived the epic dot com crash in 2001, and went on to build brand by gaining customer trust thanks to outstanding customer service, marketing prowess and style leadership.
What do you recommend from your current collection? Our exclusive new cushions from Australia, our children’s décor range from Denmark, and our gold vases and pineapple decor.
A quote or anecdote that keeps you inspired: I love this quote from Diane Von Furstenberg. I didn’t know what I wanted to do, I just knew the sort of woman I wanted to be. I wanted to be independent, I wanted to have my own money and be able to stand on my own – not be the type of woman that waits for a man to call. This definitely speaks to me.
Visit the iDecorate pop-up at 67a Peel Street corner Elgin Street, Soho, Central.
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