Welcome to the captivating world of Design My World, an online destination established in 2006 that has since become a beacon for those seeking unique and contemporary home accessories. From cutting-edge designs by international luminaries to innovative creations from homegrown talents, Design My World offers an exquisitely curated collection that breathes life into any living space. In this exclusive interview, Sara Walker sits down with the visionary founder, Dean Hart, to delve into his philosophy on color, style, and the indispensable strategies for maintaining relevance and pioneering creativity in the ever-evolving design landscape. Join us as we explore the journey of a brand that continually pushes the boundaries of modern home decor.
SW: You stock some truly unusual and niche brands, many of which were new to me. Could you share how the inspiring idea for Design My World initially came about?
DH: It’s quite an interesting and transformative story, deeply rooted in the evolving landscape of online retail and design appreciation. My journey into the world of e-commerce began in 2005 when I joined Dutch By Design as a director. This company was specifically focused on showcasing and selling exclusively Dutch design products online. It was a burgeoning enterprise with a selection of truly outstanding products, some of which I am proud to feature on Design My World even today. However, after approximately a year of immersion in this niche market, a significant realization dawned on me. Our expanding customer base, while appreciating Dutch aesthetics, fundamentally sought great contemporary design from a broader perspective. They weren’t necessarily looking for design constrained by geographical origin; rather, they desired innovative, modern, and aesthetically pleasing pieces, regardless of their country of inception.
This insight sparked the concept for Design My World. The core idea was to transcend national boundaries and offer an expansive array of exceptional contemporary products sourced from designers and manufacturers across the globe. We envisioned building Design My World gradually, leveraging the operational infrastructure and existing customer reach of the larger Dutch By Design entity. The strategic objective was to cultivate a distinct brand that could cater to a more diverse and internationally-minded audience, while still maintaining the high standards of design curation that our customers had come to expect. It’s truly fascinating, and a testament to the vision, that out of these two ventures, Design My World is the one that has continued to flourish and adapt, enduring and thriving in the competitive online retail space today.
SW: Before embarking on this exciting venture with Design My World, what was your personal background and professional path? What were you doing prior to entering the world of e-commerce and contemporary design?
DH: My professional journey before Design My World was quite diverse and perhaps unexpected for someone now deeply immersed in interior design. I initially moved to London in 1998, having spent a significant period in Johannesburg, South Africa, where I had been actively producing music for both the film and television industries since 1994. My relocation to London was driven by a fervent ambition to pursue music as a songwriter and producer, with a particular focus on pop music. This phase of my career proved to be quite successful; I achieved notable recognition, signing with Universal Publishing and collaborating with numerous well-known artists and writers. These collaborations led to the production of several major records that gained significant traction across South East Asia and Europe.
Building on this momentum, I subsequently established my own small music publishing company, Afrikan Cowboy Publishing. Through this venture, I meticulously built a robust network, working closely with various music companies spanning Europe, South Africa, and South East Asia. However, I hold a firm belief that life should be an adventurous exploration of different career paths. I find immense value in diversifying experiences and embracing new challenges. Therefore, when the compelling opportunity to join Dutch By Design presented itself, I consciously decided to embark on a significant career transition and venture into the then-nascent world of e-commerce. While it was an entirely unfamiliar territory for me, I had a strong, intuitive feeling about its potential. My extensive background in the music business had inadvertently equipped me with a diverse set of transferable skills—including marketing, negotiation, relationship building, and an understanding of creative industries—that I believed could be effectively applied to the realm of e-commerce. It was a calculated risk, a leap of faith, but also a deeply passionate decision, given my lifelong love for anything connected to art and design. This passion truly fueled my transition and commitment to this new direction.
SW: Gosh, that was indeed quite a change of direction, moving from the dynamic music industry to the burgeoning world of e-commerce and contemporary home accessories! However, Design My World has now been successfully operating for over 12 years, clearly indicating it was an excellent decision. To what do you attribute your sustained success, and what pivotal changes have you implemented since the company’s inception to adapt to market demands?
DH: Indeed, the shift was significant, but immensely rewarding. When Design My World was founded in 2006, we were at the very genesis of the e-commerce revolution. The pace of technological advancement was, and frankly continues to be, incredibly rapid. Operating as a small, independent player in that nascent period presented unique challenges, especially when our direct competitors were established high street stores with vast resources, investing millions into developing their online platforms. To not just survive but to thrive and remain relevant in such a competitive landscape, we had to be exceptionally clever, agile, and strategic in our approach.
Our initial strategy focused on several key differentiators. Firstly, we prioritized embedding unique features and an intuitive user experience on our website, ensuring it stood out from more generic offerings. Secondly, and perhaps most crucially for Design My World, was our relentless pursuit of extraordinary products. We sought out amazing contemporary items that larger retailers often found difficult to source, or perhaps hadn’t even discovered yet. This commitment to unique product curation became a cornerstone of our brand identity. Complementing this, we placed immense emphasis on offering exceptionally personal customer service. In an increasingly digital world, a human touch and genuine care for the customer experience became a powerful differentiator. Finally, cultivating a very strong press network was vital for generating organic reach and credibility without the exorbitant marketing budgets of larger competitors.
To ensure long-term viability as a small e-commerce company, agility is paramount. One must possess the ability and willingness to quickly change direction, adapt business models, and innovate in tandem with technological advancements and shifting market trends. Over the years, we have successfully made those fast, intuitive moves. This adaptability has allowed us to evolve into a robust business that now retails via multiple channels, effectively diversifying our reach. Furthermore, we’ve adopted a lean operational model, deliberately choosing not to hold huge amounts of stock. This approach minimizes overheads, reduces risk, and allows us to offer fresh, cutting-edge designs without significant inventory burden, enabling us to remain at the forefront of contemporary home design.
SW: The world of design is incredibly vast and constantly evolving. With such an enormous array of products available, how do you meticulously decide what innovative pieces to stock for Design My World? What is your curated selection process?
DH: Navigating the immense ocean of design products is indeed a significant challenge, but it’s one that I approach with a blend of experience, intuition, and a profound personal passion. Having been immersed in this industry for many years, I’ve developed an innate understanding of which products possess the potential to resonate with our customers and achieve strong sales. It’s difficult to articulate this precisely, as it’s less about a rigid formula and more about a refined gut instinct that kicks in when I encounter an item. This instinct evaluates the actual design aesthetic, the product’s practicality, its potential lifespan in contemporary interiors, and its price point—all through the lens of Design My World’s unique brand identity.
Fundamentally, I must genuinely like, and even love, the items I choose to sell. If I were managing a vast, generic furniture store, this personal affinity might not be as critical. However, for Design My World, which is built on a foundation of unique and contemporary style, every product must align with my passion for design. This personal connection ensures that our curated collection reflects a consistent vision and a genuine appreciation for innovative craftsmanship. Moreover, this passion-driven approach prevents me from becoming bored with the products; my initial enthusiasm for their design and functionality remains steadfast.
Our ability to continually discover and offer fresh, exciting designs is also greatly enhanced by our extensive network. We are in an advantageous position, fostering close ties with some of the most iconic and established design houses globally, as well as maintaining strong relationships with a plethora of new and emerging designers. These connections mean we are constantly receiving information about cutting-edge new products and groundbreaking innovations. Furthermore, I make it a priority to attend numerous international trade shows, which serve as fertile ground for discovering an abundance of inspiring new designs and forging invaluable connections within the design community.
Looking ahead, we are excited to expand our exclusive offerings significantly. We have recently secured exclusivity for the distinguished Portuguese furniture design known as the BICAChair and table range. These pieces elegantly capture a sophisticated 1950s retro feel, yet they have been masterfully updated with modern manufacturing processes, making them incredibly durable and suitable for both residential and, particularly, the hospitality industry. This blend of classic aesthetics and contemporary resilience makes them a perfect fit for Design My World. Furthermore, we are actively developing an exclusive Wall Art range for 2019, which will be launched under our proprietary brand name, Hershgold. This new collection promises to bring unique, curated art pieces directly to our customers, further cementing Design My World’s position as a premier destination for distinctive home interiors.
SW: Beyond the brand’s aesthetic, how would you personally describe your own interior design style? Does your personal preference influence the curation at Design My World, and if so, how?
DH: My personal interior design style is definitely rooted in contemporary aesthetics, but with an appreciation for thoughtful contrasts and layered design elements. At its core, I am drawn to clean lines, sophisticated minimalism, and the interplay of fundamental materials such as glass and concrete. There’s an undeniable allure in the purity and structural integrity these elements bring to a space. I consistently return to the belief that truly excellent design should always be a harmonious blend of practicality and beauty. An object, while visually striking, must also serve its purpose efficiently and elegantly in a living environment. This philosophy deeply informs my curation process for Design My World, ensuring that every piece we offer not only looks incredible but also functions seamlessly within a modern home.
However, my personal style isn’t strictly confined to one singular aesthetic. I find immense joy and visual interest in mixing styles, for instance, juxtaposing the ornate elegance of Victorian pieces with the sleek simplicity of contemporary elements. This creates a dynamic tension and a unique narrative within a space, preventing it from feeling sterile or overly prescriptive. While my primary inclination is contemporary, this doesn’t diminish my profound appreciation for other rich design traditions. I admire the intricate craftsmanship of Art Deco jewelry, the immersive patterns of detailed Arts and Craft wallpaper, the bold statements of Bauhaus posters, or the timeless majesty of paintings by old masters. I firmly believe that most well-executed design styles can coexist and complement each other beautifully within an interior setting, provided they are introduced with care, consideration, and a discerning eye. It’s about creating a dialogue between different eras and sensibilities, allowing each piece to shine while contributing to a cohesive, thoughtfully designed whole. This eclectic yet discerning approach ultimately enriches the diverse range of offerings at Design My World, catering to a broad spectrum of sophisticated tastes.
SW: Looking ahead, what exciting developments, challenges, or aspirations do you foresee for Design My World in the future? What’s next on the horizon for your brand and the broader design industry?
DH: The future, as always, presents both exciting opportunities and undeniable challenges, particularly in the current global climate. As we all keenly observe, Brexit remains a pivotal issue that every business, regardless of its size, has had and will continue to have to navigate. We’ve already experienced significant hikes in product prices from our suppliers within the EU, and regrettably, we anticipate further fluctuations and uncertainties in this regard. This economic landscape necessitates a constant re-evaluation of strategies and supply chains. However, being a smaller, more agile business often provides a distinct advantage in such turbulent times. We possess the flexibility to adapt quickly, respond to rapid market changes, and implement new solutions with greater speed and efficiency compared to larger, more entrenched high street companies. Our ability to pivot swiftly will be crucial for our continued resilience and success. We must remain exceptionally open to change and embrace innovative approaches to overcome these external pressures.
Despite these external challenges, my outlook on the future of design and the incredible talent of young designers remains overwhelmingly positive. I am constantly inspired by the sheer ingenuity and creativity that permeates the design world. There are always amazing, talented individuals emerging, continually creating fantastic designs that not only push boundaries but also bring immense joy and a large smile to our faces. This vibrant wellspring of creativity is what truly drives Design My World.
Our unwavering intention is to continue on our growth trajectory. We are committed to expanding our curated collection by adding even more practical yet contemporary products, ensuring that beauty and functionality go hand-in-hand. We aim to deepen our collaborations with existing designers and forge new partnerships with innovative talents from across the globe. Our vision includes significantly expanding our exclusive ranges, like the BICAChair and Hershgold Wall Art, providing our customers with unique pieces that they won’t find anywhere else. By focusing on exceptional products, maintaining our renowned personal service, and adapting with agility, Design My World is poised not just to navigate the future but to continue shaping it with distinctive, inspiring design.
To explore the exquisite collections and discover more about the inspiring world of contemporary home accessories, please visit Design My World at www.designmyworld.net. Immerse yourself in a world where design meets passion and practicality.
Featured prominently in our main image, one of our best-selling and most iconic pieces is the unique London Brick vase, priced at £33.95.