AUSTRALIAN STORY INSPIRED BY THE GODS- ZIPORAH LIFESTYLE
Gone are the days of the Australian towel existing in only rectangles and drab designs. We caught up with Carla Williams and Roanne Innes from Ziporah Lifestyle about how the beach towel has evolved and morphed into some of most stylish creations you will ever see. Welcome to thehome.com.au ladies.
1.Tell us a little about what has inspired your latest collection of towels?
Roanne and I were almost “obsessed” with how the Romans coupled metal and metallics with colour, geometry and endless geometric patterning. Everything revolved and evolved around their Gods and the unending cycle of life as they understood it. Our aim was to incorporate metallic thread into bathroom towels and bath mats/rugs as a part of a design that was classic, luxurious, individual and resembled a “typically” Roman decorative pattern. No one else was doing this at the time and our classic Novus Luxuria range pattern has stood the test of time.
The other part of our inspiration was that we have always adored Gold (and other metallics) from waaaay back! The classic and eternal beauty of precious metals have always captured our imagination: the way they always work with any colour or design you give them, their long historical and classic allure, their permanency in any form, their defiance of Trend-Cycles (they are never “out”!) To us, metallics will always remain as a benchmark for luxury and value. We always design our products to stand the test of time and precious metallic highlights will always have a place in this process. Stay tuned in 2019; we have some exciting additions to our bathroom and outdoor-living towel collections! They will surprise you but still remain very, very Ziporah!!
2. The Serenus collection was included in a shoot for Sports Illustrated. Is this collection just for super models?
Ha Ha, absolutely not! Our products are for everyone and anyone to enjoy- of course Super Models included! If you think about it, a fabulous towel can really make a style statement for anyone, they’re super-easy to change over to match to your bathroom, poolside or beach “look” and they will fit any-sized body. We were overwhelmed and excited when Serenus was featured in the Sports Illustrated Swimsuit Edition and we also felt really proud that our little Australian Brand was selected and supported by this huge publication.
3. Your collections are bright, colourful, fun and elegant. Who typically buys Ziporah?
That’s a great question because our brand and products appeal to a wide demographic: all ages, genders, locations and lifestyles. There is no “typical” Ziporah Lifestyle customer, which is very exciting to us. The common factor across it all is that every one of our customers is seeking out a great quality and long-lasting product with a sense of the “unique”. Our customers all want a little luxe “Wow” to use and enjoy everyday and they don’t necessarily want to buy items that are the same as anything else out there. This also applies to all of our customers who are looking for that special gift for someone.
4. How do you come up with what collections you will include and the types of products?
It’s really difficult to work on products or designs and then have to edit down the list of ideas/samples to account for marketability, overall cost and production timelines. Believe me when I say: we have boxes of “failed” samples and prototypes stored away! Essentially, the main factors for anything that we come up with for our collections are: we stay in the home and lifestyle spaces (our love), all our products remain unique and well made, what would we like to buy? What does our customer like to buy? We always consider sourcing quality manufacture and materials. If we are manufacturing overseas, we ensure that we always have a reliable manufacturing agent. Can these items be made in Australia using Australian materials? Will our items be made using fair trade practices and environmentally conscious makers and artisans? We do not endorse child workers, unfair wage or work conditions in any instance. In the end, this little checklist establishes that the final product is perfectly aligned to our design ethos, quality standards and with our valued customer expectations.
5. Tell us about yourselves. How long have you been friends for and what do you do for fun?
Roanne and I have been friends for nearly 20 years! We first worked together in Pharmaceuticals in the mid-late 1990’s. Over the years our lives have remained intertwined and very similar in many respects. We are both mum’s to a bunch of amazing kids, we are both very family-orientated, we are driven and focused and always put our very best into everything we do. We even live close to each other! For fun stuff, I think I speak for both of us when I say that we adore physical activity, a great meal out, time with friends and family and the odd holiday somewhere amazing. Oh, and shopping……
6. Name a designer or artist that inspires you and why?
Such a difficult question and to only have one choice! We really admire the US Designer Kelly Wearstler- her designs, longevity, creativity, originality and business acumen continue to inspire us.
7. Anything else you would like to add?
We would like to see ourselves as having a larger lifestyle product range in the near future. We will always support anyone who assists in the promotion and development of the great design Brands that Australia offers! We also aim to have greater Brand resource available to customer support: customers will always remain one of our key priorities and we never want to lose the personalised service that we offer right now. The ability to source materials and manufacture products in Australia is a big one for us- stayed tuned in April because we are releasing a brand-new line that has taken nearly 4 years to develop and is an exclusively Australian-made product using all-Australian materials!
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