Danni Murray has walked international catwalks, had her own successful PR company in London, been a signed musician and is now following her passion with her new online interiors store Elk and Maple.
Architecture and Design spoke to her about her new country American inspired online interiors store.
Can you explain your new business Elk and Maple— What is it? How did the idea come about? And what is unique about the product you're selling?
The ELK&MAPLE brand represents a stable of businesses, primarily an On-line store, which provides access to handcrafted authentic American Country furniture and home wares, along with my interior design business.
When trying to source original pieces to incorporate in design projects, we found ourselves constantly returning to country America. It has such depth, originality and a diversity that spreads across many towns, climates and cultures. We recognised that there was a gap in the Australian market, which prompted the online collection at ELK&MAPLE by Danni Murray.
The product offering is unique. There are no bulk shipments, rather individually sourced items from old-fashioned craftsmen in small country towns, raised with the craft. We also carry vintage and antique pieces; some craftsmen we work with to create unique pieces exclusively for ELK&MAPLE.
What are your biggest design influences / Is there a particular person who has inspired you?
The fundamental ELK&MAPLE philosophy is that a residential space should be a place of nurture. Not too minimalist, and not over stimulating with the excessive use of mixing materials we are somewhere in between.
ELK&MAPLE has been influenced by several themes, again with an American bias. One, similar to our own native history, is the era of Colonisation when farmers arrived in America and built rustic cabins and barns to house their families, steeped with practical purpose. These farmhouses have evolved into some of the most beautiful architectural records of that era. Another influence is the historic use of log cabins, across the plains of America and in areas like the Adirondacks — lodges; boathouses and great historical hotels which are a constant source of inspiration.
In terms of modern inspiration, and at the risk of sounding mainstream, elements of Ralph Lauren are timeless, particularly the RRL ranch. The Ralph Lauren story itself is also inspiring. Another, Ralph Kylloe, has been a huge influence. His books document particularly well the breadth and originality of American log cabin design and the history of so many of these historic buildings in detail.
When did your interest in interiors and design in general begin?
With all creatives, I think you simply come into the world with a deep passion. From a young girl I am lucky enough to have always appreciated a beautiful space. My interest in interiors and design particularly came about when I was a child. I noticed and appreciated the details of interiors from very early on.
What have been the biggest difficulties in setting up your own business?
Initially just juggling multiple tasks! But we’re a bit more organised now, and ready for the growth that we can see coming in this area of design.
What prominent trends can you see in the near future for interiors?
Stylised eclecticism. Designers seem to be more inclined to follow their hearts as opposed to a “trend.”
Do you think the architectural trend towards sustainability is being reflected in interior design also?
There’s still a way to go, but designers on the whole are getting better; not just in the sustainability of materials used, but also the longevity of the design from a client perspective.
Not only are designers being made more aware of the importance of including that element into their work, but in general, white goods, appliances and materials are for the most part now sustainably aware which gives Interior Design this attribute by default in many ways.
Do you look to any particular era or region for inspiration in your work?
As mentioned earlier, American Colonial, Adirondacks along with historical properties such as Hyannis in Maine are all inspiring to me. I am passionate about American history, architecture and design.
Who helps with the design and craftsmanship of the products you sell?
At ELK&MAPLE, we have relationships with the most amazingly authentic people from the Western areas of America. Think Wyoming, Colorado and Utah. A lot of our pieces are sourced from these areas. We work closely with some of these craftsmen to create our original pieces. It is important that the products are genuine and not “manufactured”.
What would be your best piece of advice for other people trying to break into online retail?
Have patience. Do your research — is there demand for your product/service, and is it unique? Then work like crazy! Network, advertise, and encourage your customers to sell for you. It takes time.
