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Sheridan UK Q&A with Amanda Couzens-Davies - Best interiors collection 2014 - HIGHLY COMMENDED

We meet the marketing manager behind the 2014 Junior Design Award-winning entry




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What is your name and job title?

Amanda Couzens-Davies, MARKETING MANAGER, Sheridan UK Limited

Can you tell us a little about the interiors collection you have entered into the awards, and why you think it is award winning? 

We have entered the latest addition to the Sheridan family, their baby range. Sheridan have been designing and producing stylish linens in their Australia studios for over 70 years.  Earlier this year we launched the baby range in tones of pale pinks, blues and dove greys, it was designed to sit alongside the Junior collection of bed linen and accessories, all designed to fuel the imagination and inspire creativity. 

The combination of Sheridan’s flair for design and the attention to detail in our designs, make this collection one that you will want to keep; especially the cashmere receiving blankets, which already have the air of an heirloom.

How do you distinguish your collection among the plethora of interiors collections available?

It is unusual to be curators of beautiful Australian living in the UK. As a leading Australian brand, Sheridan, are passionate about capturing the unique Australian spirit in their designs. Every piece created in our Sydney Design Studio is researched, then lovingly hand painted by artists who perfectly create a unique feeling within each and every creation.

What do you think are the hallmarks of outstanding design in the wonderful world of interiors? (Function, beauty, practicality…?)

I think the hallmarks change with the product, there is no point in having a stylish sofa if it is desperately uncomfortable or a jug that looks amazing but drips every time it pours.  As a designer your ultimate aim must be for the piece to be loved and desired by all; Sheridan’s collections are of course, functional and practical as they need to be, but they are also beautiful and inspirational also.

How do you balance practicality with beautiful design?

The process is lengthy. From initial planning and ideas, market research and benchmarking through to fabric choices, they have to be soft and sumptuous, yet easy to care for, long lasting and separately meet all the necessary health and safety measures, especially when designing for children.

Once the ‘canvas’ has been selected, the magic can start. Sheridan’s own designers, work in the studio in Sydney to create the beautiful images, designs and patterns that make the products unique.

Where do you source your inspiration?

Inspiration comes from everywhere and every corner of everyday life. The team are incredibly lucky to have a wealth of beauty in the landscape that surrounds them. Our designs take influence from a wealth of areas but we some of the most unique creations have been inspired by the beautiful Australian ocean and the floral landscape.

Why did you enter your product into the Junior Design Awards?

We were so excited about the unique new range that we felt it would be rewarding for the designers to receive some recognition for their wonderful designs. We have also never entered any awards as we are a very modest organisation but it would be great for the team to have some formal acknowledgement of the excellence within the team.

What is the parenting product you wish you had designed?

The sleep suit, it’s the best thing to look after your little bundle of joy, it keeps them safe and warm, you know they’re not going to kick their covers off through the night and your child feels secure, without being restricted.

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