INTRODUCING WEAR THE HOUSE – THE COLOURFUL SOFT-FURNISHING BRAND SETTING UP HOME IN DXB
THE SOUL CAN BE SOOTHED in many ways. At Grazia, we believe one of these ways is by spending time in a home that has been transformed from a dull destination into an enhanced and exciting space. Being in such surroundings relieves tension after a long day and can genuinely improve your way of living.
And so, prepare to aesthetically please your pad in the New Year with the help of Wear The House, a brand-new soft-furnishing brand aiming to inject colour and fun into your home interiors. “I live for being creative,” founder Jennifer Black muses to Grazia. “Clashing prints and colour make me happy, it makes me feel good, and I want to spread this message into the home.”
She adds, “Equally, you can have a very neutral home and buy just one of my cushions to add a pop of colour into the space. You don’t have to love eccentricity as much as me!”
But why has Jennifer, who previously studied embroidery for womenswear at London College of Fashion, taken it upon herself to launch a one-woman business? “I’ve lived in Dubai for six years and I’ve never been able to find quirky, soft furnishings for my home at reasonable prices,” she replies. “So I decided to partner with a factory in India to create my own unique rug and throw designs, and I realised I could make this work as a business.”
The website of fashionable interiors – where prices start from Dhs250 for a duck-feather cushion and Dhs2,500 for a rug – goes live in
January, but there are no plans for an on-the-ground-store. “People’s shopping habits have changed to online,” Jennifer asserts, matter-offactly. “I’m also approaching online fashion retailers like Matches and Net-A-Porter, who have homeware sections, to promote the brand. Fashion and interiors now run closely together. People don’t just want a beautiful dress, they want a beautiful cushion as a lifestyle statement to go with their fashion look.”
As well as the website kicking off in the New Year, Jennifer is also launching a loungewear range that can be worn inside and outside the house. Think pretty slip dresses, eye masks and hot water bottles, all with a combination of print, embroidery and crochet. “The loungewear is very appropriate for this region,” the mum-of-one continues. “The kimonos keep you covered and the quality pyjama sets are made of silk.”
And while this line requires huge focus, Jennifer is already thinking of the next project. “We’re going to expand into furniture. I’m starting with chairs – I have an addiction to them. When you’ve got an empty space and you don’t know what to fill it with, a chair is a lovely accessory,” she gushes.
Wear The House’s mantra is to be more expressive with your home, and we look forward to the region improving its quality of life through design and decoration in 2019.
Jennifer is confident she can to make this new business work
Wear The House’s products ooze vibrancy and colour