IWD 2021 | The Female Founders: Frieda Gormley, House of Hackney

“Hire the best people you can who share your vision and values. Look after them, engage them well and nurture their gifts and talents that they bring to the team. Purpose should be at the heart of your brand!”

Frieda Gormley co-founded her maximalist interiors brand House of Hackney with her husband Javvy. Here she shares their journey, and how their brand champions the idea of buying less and instead investing in good-quality ‘future heirlooms’ that last.

Why did you choose to start your own luxury business?
We started House of Hackney as we had grown tired of living in a clinical white box ourselves – we wanted to rebel and infuse our home with colour, print and life. Over the last few years, we’ve seen more and more people move away from minimalism and instead embrace the painterly colour and glorious nostalgia evoked by wallpaper. While we are in favour of maximalism in our prints and all of our creations are designed to put a non-conformist, subversively beautiful twist on timeless designs. We believe in caring for the land, not contributing to landfill. So, House of Hackney champions the idea of buying less and instead investing in good-quality pieces that last. Combining old-age craftsmanship with enduring style, our designs are ‘future heirlooms’ – made to stand the test of time and be passed down to the next generation. Nature has been our design muse from the outset and bringing the outdoors into the home allowed people to create home sanctuaries away from the outside world

What is it about British luxury that means new, female-led brands thrive?

A PwC analysis in the Positive Luxury: 2021 Predictions Report highlights that diverse companies, in which more than 30% of leaders are women, are, on average, 15% more profitable than their less diverse rivals. The pandemic has forced many institutions to dig deep and re-invent themselves, and I believe there has been a shift in priorities to include the values of solidarity, fairness and responsibility.

Tell us about the women that inspired you on your journey? OR What advice would you give to the next generation of female founders looking to set up their own brands?
Hire the best people you can who share your vision and values. Look after them, engage them well and nurture their gifts and talents that they bring to the team. Purpose should be at the heart of your brand!

www.houseofhackney.com