Today we’d like to introduce you to Emma De Crespigny.
Hi Emma, so excited to have you with us today. What can you tell us about your story?
I started my career working in Manhattan for ten years at a hgih-end 20th Century decorative art and design store and did my Masters at Cooper Hewitt Design Museum and New School. I then moved to Cape Town, South Africa where I opened my first shop. I then bought a carpentry business and starrted manufacturing my own designs and commissions for clients. When Covid hit I closed the business temporarily. I then moved back to US instead and we settled in Portland,. Oregon where I started another showroom. I am still called The New Modernist The business has pivoted a little and I now bring in many contemporary South African designs In addition I design and manufacture rugs and pillows which are done on a loom in India.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has npt been a smooth journey! Working in what can be considered on the luxury side of design has its problems. Partiicularly challenging is the constantly changing economic tides, particularly in South Africa. It was also challenging running a factory without enough knowledge of the cultural differences between myself as a female,, white foreigner directing a staff that was a mixture of black African and Muslim workers. But we did well with services offered that included upholstery towards the end of that phase. The situation in US was not much easier though I had anticapated that it would be. The power of social media and the competition to stand out in a world crammed with merchandise available online. Being a small business is also very challenging when up against the big businesses like Amazon who offer free shipping, same day shipping etc.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I have always sold mid-century design but I have also created my own designs in the style of mid-century modern. My greatest achievement was a cabinet I sold multiples of in South Africa and still offer in Portland. She’s now called “The Barbie” due to her pink colour. However, I offer customisation and can make this cabinet any colour to offer clients the opportunity to tailor the piece to their pwn interiors. The name The New Modernist is not accidental. I design according to Modernist principles but also have updated the pieces using more contemporary bright colours. My showroom is full of bright colour and I think that it my signature. I have now moved into providing gifts and selling more online. See images for photographs of the pillow collection I designed and for some of the awesome South African textiles (by Mungo), these are just a few examples of the new direction we are going in.
Are there any important lessons you’ve learned that you can share with us?
I think the biggest mistakes Ive made is to expand the business before it was the right time and this caused a lot of financial stress. Ive also learned that sometimes I need to adapt my style to suit what people are looking for so that some of my pieces are guaranteed a good reception by a larger audience.
Contact Info:
- Website: https://www.thenewmodernist.com
- Instagram: the_new_modernist
- Facebook: The New Modernist
- Youtube: Emma de Crespigny
