Neale Whi­taker:

Sunday Tasmanian - Tassie Living - - TASSIE LIVING - Neale Whi­taker

The magic of mono­grams.


Iwish I’d thought of the idea be­fore Alyce Tran. Af­ter all, the co-founder of The Daily Edited – the on­line re­tailer that’s made monogramming a fash­ion es­sen­tial – and I have some­thing in com­mon. “I’ve al­ways loved per­son­al­i­sa­tion,” Tran says. “My ob­ses­sion started at a young age when I couldn’t get my name pre-printed on nov­elty items. I re­mem­ber want­ing a hair­brush with my name on it, but with Alyce there were no op­tions avail­able.” I hear ya, sis­ter. Try be­ing Neale.As if mid­dle-child syn­drome wasn’t bad enough, imag­ine the shame of spe­cial or­der syn­drome or be­ing plain old “N”, while your sib­lings were spelt out in full.

Any­way, Alyce thought of it, I didn’t, and The Daily Edited (thedai­ is now an Aus­tralian re­tail and so­cial-me­dia phe­nom­e­non, with af­ford­able, per­son­alised travel and fash­ion ac­ces­sories ap­peal­ing un­apolo­get­i­cally to an au­di­ence ob­sessed with self-ex­pres­sion.

Maybe it’s that child­hood trauma, but I’ve al­ways been wary of mono­grams. While I’m aware that in past eras mono­grammed lug­gage was an es­sen­tial sta­tus sym­bol (Louis Vuit­ton led the charge), per­son­alised any­thing has al­ways re­minded me too much of name tags sewn in school ties, his ’n’ hers bath robes or ini­tialled gifted hand­ker­chiefs. Be­sides which, I have the same ini­tials as an Aussie gos­sip mag. But I may have turned. I love my mono­grammed bath tow­els and the ini­tials sewn dis­creetly into the lin­ing of my be­spoke suits.And when we stayed at The Penin­sula Beverly Hills re­cently, my part­ner and I were thrilled to dis­cover per­son­alised take­home pil­low­cases came as stan­dard.

Aus­tralian bed­ding and home­wares brand Sheri­dan (sheri­, which is cel­e­brat­ing its 50th an­niver­sary this year, demon­strates that monogramming isn’t just for fash­ion ac­ces­sories. “Per­son­al­i­sa­tion is a ma­jor trend,” ex­plains Jo Jaggs, the com­pany’s gen­eral man­ager of de­sign, “and we of­fer

the Sheri­dan mono­gram ser­vice across sheets, tow­els and our baby and kids’ col­lec­tion.” Jaggs adds that the “most pop­u­lar mono­grammed items are tow­els and robes for the bath­room, and pil­low­cases in the bed­room”.

At The Daily Edited, Tran ex­plains the ap­peal of the mono­gram: “Cus­tomers love the abil­ity to make their mark by cre­at­ing some­thing per­sonal. We give our cus­tomers a vast range of op­tions to choose from, in­clud­ing font style, foil­ing, emo­jis and even cus­tom-stamp­ing in your own hand­writ­ing.” Imag­ine how cool that would have been for young Alyce and Neale. Neale Whi­taker is ed­i­tor-in-chief of Vogue Liv­ing.

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