Wonderful wares

William Morris’s ethos that ‘you should have nothing in your house that isn’t beautiful or useful’ was just one reason why Emily Maude Cross decided to launch a business in homewares. “It really resonated with me and also the philosophy that design can be applied to any surface,” she explains. “I have a habit of collecting ceramics and have a real affinity with products that can be handled and used. “I am also a terrible collector and you will mostly find me trawling antique fairs and brocantes in France finding new treats for the house.” Through her business Emily Maude she creates everything from plates to tea towels, wrapping paper to gifts. Her passion for being creative she says comes from growing up in a creative household where she was encouraged to draw at every opportunity. “I would take sketchbooks to museums like the V&A in London and make detailed drawing and notes about materials when I was six, it was a good introduction,” she smiles. Emily went on to study illustration at the university of Brighton where she says her tutors encouraged students to draw freely and experiment with material and have ‘strong powerful ideas’. The business was launched in 2010. “While at Brighton I won the John Vernon Lord sketchbook prize for my sketchbooks which gave me money and I completely sold out my degree show to a wonderful man who became a collector,” enthuses Emily. “I used the prize money to have my first stand at MADE in Brighton thinking if this works I’ll carry on. “I’m pleased that it did.” Since then Emily has sold work to Liberty, Paul Smith and exhibited at trade and craft shows all over the UK and abroad, but there is still one she has her eye on. “I’d love to do a Marks and Spencer’s biscuit tin,” she reveals. “It would be a highlight to be able to see my designs in a British shop on surfaces that I can’t access. “I would like to look for a licensing agent so I would be able to do surface pattern design for things that I can’t manufacture myself. “I would also love to do furnishing fabrics and wallpapers as I think my designs would be great for children’s rooms.” As for inspiration Emily looks to the designers of the 1930s and 40s including the work of Edward Bawden and Eric Ravilious. “Both are high inspirations to me,” she enthuses. “I love their colour palettes and their application of design to a multitude of surfaces. “In terms of the subject matter I am influenced by history, heritage,nature and childhood toys. “I find my inspiration in museums and books, buildings and plants.” The nostalgic theme is something that can be seen in a lot of Emily’s work such as the Edward the elephant pull along on wheels and the boozy bunnies. “I never picked the particular style I have adopted,” she says. “It’s grown with time. “I used to do a lot of print making and the line work I used for my drawing is inspired by engravers and woodcut block, so much so that sometimes people think they are woodcuts.” The majority of the range is either made by Emily Maude or manufactured in Britain utilising skilled craftsmen, with everything being made in small batches to keep a wide variety of products. “It takes a few months for me to come up with the idea to it being manufactured,” reveals Emily. “There are a lot of hurdles to get through like colour matching and financial viability. “There’s no point in making something if you can’t sell it to the customer at an affordable and realistic price.” Due to product development taking so much time Emily doesn’t go with the seasons for her collections but does them in response to something. “For my Laduz collection it was inspired by a wonderful museum in rural Burgundy. “Inspiration can come from anywhere and design can be applied to anything.” Emily Maude is on Facebook, you can find her here - www.facebook. com/emilymaudey or visit her shop front on Not On The High Street www.notonthehighstreet.com/emilymaude This first appeared in the April edition of etc Magazine pick up your copy now.