Design spotlight on AURA By Tracie Ellis
Tracie Ellis is the design guru behind the eponymous stylish bed linen and homewares brand AURA By Tracie Ellis. With the company turning 15 this year, she must be doing something right! Inspired by years of globetrotting, Tracie designs all her products back in Melbourne with the customer at the forefront of her decisions. Not afraid to go with bold colours or patterns, AURA continues to create a range of on-trend bed linen, cushions and rugs.
What was the inspiration behind AURA By Tracie Ellis?
When I started AURA in 2000, the concept was to develop a very modern homewares brand that was both aspirational but still within reach of the customer. Over the past 15 years, I have seen many trends and different directions in homewares, in both design and fabrics. Trends have come and gone, but we are still true to the original brand concept.
Tell us about your design process?
We design bi-annual ranges for winter and summer, but our process is always ongoing as we are a small creative team constantly coming up with new ideas. AURA is 15 years old this year so we hope that we now have a clear understanding of what the AURA customer likes to have in their home. I travel up to four times a year, to both overseas fairs and our wonderful suppliers. Before I travel anywhere, my team and I brainstorm our thoughts on our next range, and I always have these ideas with me on my trips. When I return we design our ranges for all products, bedlinen, towels, cushions, throws, rugs and table linen.
What’s your favourite AURA product right now?
Our brand new Kami bed linen is my favourite as I love how you can achieve two looks with one product – it’s totally reversible depending on your mood of the day!
What’s the future for AURA?
We are constantly evolving, as are our customers and home trends. The future is exciting indeed; we are currently developing two ranges which will take us into brand new product categories for the home – watch this space!
- Kami reversible quilt cover, from $149
- Kami European pillowcase, $49.95
- Stripe black rose throw, $179
- Kami standard pillowcase, $29.95
- Chevron grande table runner in black, $39.95
- Big stripe pastel pink standard pillowcase, $29.95
- Lattice hand towels & bath towels, from $19.95 each
- Cinq pillowcase, $29.95
Shop the full AURA By Tracie Ellis collection here.
March is Design Month at hardtofind! We’re exploring the hottest trends and up-and-coming finds for 2015, as well as classic looks from around the world that never go out of style. Check out all our design month posts here.
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