NAME TO KNOW Amelia Ayerst combines tradition with technology in her unique digital embroidery homeware
Combining tradition with technology, Amelia Ayerst uses a unique digital embroidery stitch to make her vibrant artwork and homeware. She tells us about working for James Dyson and running a new business in lockdown
What’s your background?
I studied fashion at Leeds University and then mixed media textiles at the Royal College of Art. I joined Dyson as a CMF (Colour, Material and Fabric) designer and worked closely with James Dyson and his team on the look and feel of a new car. When he decided not to take the electric car project forward I decided it would be the perfect time to leave and start my own business. I started working on Duo-hue by Amelia Ayerst in January 2020 just before the first lockdown and finally launched the website in February this year.
Can you tell us more about the technique you use?
Duo-hue is a unique digital embroidery stitch that integrates craft and technology. I always wanted to take the craft of embroidery and make it modern, innovative and different. I am predominantly a bespoke textile designer – I do not produce huge volumes of products.
Describe your studio.
My studio is based in Redcliffe, Bristol, overlooking the River Avon. I managed to keep working throughout lockdown and watching river life from my studio has been a delight.
What’s been your biggest success?
Coming out of the pandemic with a successful business. This year, I joined Design-nation and Future Icons, where I had my first real-life show at Burlington Arcade in Mayfair.
Big plans for this year?
I have a number of collaborations lined up including one with Juliet Bailey from Bristol Weaving Mill on woven blankets and cushions. I am working with furniture designer Tom Collison, a fellow student at RCA. We are creating bespoke wooden benches that will feature my embroidery.
How would you advise anyone wanting to be a textile designer?
Don’t be afraid of asking. I have had great help from established designers and makers such as Ella Doran and Michael Angove. I think they can remember how tough it was when they started their businesses and have been very helpful with their support.
What was your plan B?
I always had a dream to be a footwear designer. I spent a lot of time at the RCA working on trainer designs and this remains a key area of interest.
@duohue | duohue.com