“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another,” explains Seth Godin, marketing expert and best-selling author of The Practice. Godin goes to the heart of why brands matter. Not only are we attracted to brands—particularly design brands— that provide what we consider to be quality, value and uniqueness, but also we are attracted to the way they tell the story of who they are.
Thus, it’s important to consider what being associated with any brand—all the way down to the simple act of purchasing and using their products—means for how you’re telling your own story. When people walk into our homes, the choices that we’ve made about what’s livening up our walls and defining our spaces speak of who we are. And we, in turn, become unofficial brand ambassadors. It’s the original design collab.
So since we’re forever on a quest for the best, we sought out CWI’s Rachel Kapner and convinced her to reveal four of her favorite brands. “I can’t do any more companies,” Kapner insists as we finish our conversation. “They’ll definitely get mad at me!” Nevertheless—with preemptive apologies to the many other brands Kapner loves sharing with clients and fellow designers—these are four of her faves.
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Why Zimmer + Rohde Is One of the Design Brands We Love
The brand… Zimmer + Rohde is known for creating fine textiles with sophisticated designs—including timeless German, opulent Italian, classic British, elegant American and French with flair. Originally founded in Germany in 1899, the company today has subsidiaries in New York, Milan, London, Dubai and Hong Kong.
For example, in the image above… Zimmer + Rohde’s Passenger FR provides suitably luxe covers for the cushions on this scene-stealing borne settee.
Rachel says… “Zimmer + Rohde have a line that is very colorful and definitely worldly in their patterns in their embroideries.”
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What We Love About Phillip Jeffreies
The brand… Phillip Jeffries is a family business that was founded in a garage nearly half a century ago. Starting with a selection of just ten kinds of grasscloth, today the company has become a leader among design brands—stocking about a million yards of wallcoverings waiting to bring beautiful design to both residential and commercial spaces.
For example, in the image above… Eternal Spring in blue from Phillip Jeffries is wonderfully reminiscent of a china pattern—featuring birds and butterflies dancing between camellia and magnolia trees.
Rachel says… “Phillip Jeffries is definitely at the forefront of textile wallcoverings and mural wallcoverings.”
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Why Samuel & Sons Is One of the Design Brands We Love
The brand… Samuel & Sons is a go-to source for tassels, borders, fringes and other fine quality trimmings. Designers and architects internationally turn to the company for innovation, variety and availability—including a selection of over 15,000 trims.
For example, in the image above… Samuel & Sons’ Greek Fret embroidered border in Camel is a beautiful color complement for wallcovering with a deep golden foliate print; meanwhile, the border’s shapes subtly emulate the right angles of the carpet and chair upholstery patterns.
Rachel says… “Samuel & Sons has beautiful trimmings of every variety. They really run the gamut as far as style, color, scale,” says Kapner. “It definitely finishes off any window treatment or upholstery edge.”
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What We Love About Sanderson Design Group
The brands… of Sanderson Design Group joined forces in 2020 as a collective of quintessentially British interior tastemakers—including Archive, Clarke & Clarke, Harlequin, Morris & Co., Sanderson, Scion and Zoffany—with hallmarks that include luxurious design and eclectic colors and patterns and an archive ranges from classics to bold reinventions.
For example, in the image above… Zoffany’s paper with a tree of life pattern is named Chambalon Trail because it was inspired by a wall hanging found in Switzerland’s Chambalon Castle. Shown here in Antique Gold and Vine Black, it is part of the Darnley collection
Rachel says… “Zoffany have done everything from traditional English prints to sort of abstract and coordinating fabrics.” Kapner explains, “They have something for everybody because they have both all different price points and all different works. So you could do a room that would be made up of many of their fabrics, and they all look very unique but all work together and can be sourced from one vendor.”
Need an ah-ha moment? See where we found inspiration.
Wonder how these brands would work in your space.? Ask CWI design services.
