As a child, what influenced your career?
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I grew up on a farm in Victoria, surrounded by space, beauty and nature. The greatest influence in my career is my mum, Hilda, a tireless homemaker and a relentless creative. As were both my grandmothers. Each of them nurtured my creative pursuits and their influence extended beyond that - they are and were remarkable, resilient, hardworking, loving women. From an entrepreneurial aspect, Dad was a great influence. I was always dreaming up some entrepreneurial pursuit, be it selling flowers or breeding ducks, and he always encouraged (and financed) my interest. I grew up with a strong sense of 'home' being a place with soul and warmth. Character and calm. With an intentional functionality that improved the flow of family life. This influenced my interest in creating spaces that evoked the same qualities.
Why did you pursue a career in interior design?
I love to solve problems and uncover ways to optimise space and functionality. I also wanted to create spaces with soul. My initial intent was to design homes with soul, however some of my most satisfying projects have been nursing homes, hospitals, industrial facilities and office spaces that all typically lack soul (or some may say suck your soul!).
We don't do anything by halves and we don't take short cuts.
- Aimee Jeffress
What was your pathway?
In high school, I had two incredible design teachers and with their encouragement, I attended the Whitehouse Institute of Design in Sydney to study interior design. I was then awarded a scholarship to complete my Masters of Interior Design & Product Design at the Accademia Italiana di Arte e Moda in Florence, Italy.
And first roles?
My first job was to head up the real estate arm of a styling firm in Sydney. These days it's fairly common practice to style a home for sale - not so back then. I was carving out the industry! I eventually moved into a role within the same company where I designed and styled display homes, as well as luxury properties for the likes of Lady Fairfax, the Murdochs, Hugh Jackman and Deborah Lee-Furness.
Recognising the need to round out my skillset, I made the move to Newcastle where I worked for local firm, EJE Architecture for five years. This gave me great exposure to a full range of commercial projects. I found the work so satisfying as the outcomes could be enjoyed by the broader community and the projects we worked on became somewhat iconic in the Newcastle landscape.
Since founding Design Anthology with Josh 12 years ago, I have been able to apply strategic design thinking to all aspects of the business to ensure it truly sings. While running a business has taken me out of the typical role of a designer - I am still very much in a creative space.
How did you meet Josh and why did you found Design Anthology?
I was from Bendigo, living in Sydney. Josh was from Dubbo, living in Newcastle. We met at my best friend's wedding in Queensland: I thought he was an accountant, he imagined I was a doctor. Assuming we'd have nothing in common we were very surprised to discover quite the opposite!
We founded Design Anthology at the height of the GFC. As we experienced first hand, R&D departments tend to be the first hit in difficult economic climates. We identified that if businesses had any chance of recovery they had to continue to invest in R&D. We saw this as an ideal opportunity to start a design consultancy firm where other businesses could outsource their R&D to reduce their operating costs and financial commitments but continue to be market leaders regardless of the state of the economy.
Josh has a mechanical engineer trade and an industrial design degree. You are interiors. What is your approach as a design team?
Our approach to design and anything in life is excellence! We are all about optimisation. We don't do anything by halves and we don't take short cuts.
How did the 2020 lockdown affect business?
We started in 2009, with no money, no clients, no name for ourselves, in a terrible economic climate. So when COVID-19 hit we were steady and confident. We had boot strapped before, we'd diversified intentionally from the very beginning, we'd done hard times. We were confident, but not cocky. While perhaps weary, I know anyone who has done business in this season will reap the same benefit. If you have managed to hold tight, to pivot, get savvy and diversify then you will have the grit and steadfast confidence to get through the next inevitable crisis.
Our biggest challenge was in supporting our staff, all primary carers of littlies and attempting to work from home and home school while cut off from support networks. We also have four children, two of whom were home schooling, and two younger ones whose sole intent was to sabotage that process. I can laugh about it now.... but only just!
Hardest bit of your job?
Human resources (HR). It is a whole other beast. We've been fortunate to partner with Shelley Johnson, from Sachi People, who has coached us. It has been a steep learning curve but I'm proud to say it's becoming an area of strength!
And best?
Our work family! We have the most phenomenal team - each person is a freaking genius in their own right. I have the immense privilege of working with a bunch of amazing talented people who are like family to us.