What sets new line Veero Home apart from the rest? For one thing, the materials. Her exotic pillows and throws, made from woven linen with unique embroidery accents, tap the artisan spirit and global sourcing that is so hot right now. With access to global resources, her designs are crafted in Northern India, and a design eye, Stefania Zois-Goel followed her passion for textiles and began her collection after designing for others. I got the chance to catch up with Zois-Goel, and she shared her inspiration and insights with Stylebeat. If you are heading to the Javits Center for NY Now, stop by, say hi, and tell her Stylebeat sent you!
How did you know you were ready to start your own company?
I have such a great love of textiles and the endless methods of production. Having worked in product development and sourcing for years, I have worked on developing other people's visions, and finally had the epiphany to do it for myself. It's always nerve wracking to embark on something so new, but I could not just keep thinking about my "dream", I had to make it happen.
What was the impetus to go for it?
Believe it or not, it was my husband. He has always been my #1 supporter and provided strong encouragement. Having travelled with me through most of my sourcing trips, he has grown to understand and appreciate what I love to do. I think having those experiences together gave him a very clear view into my "world" since he is from the polar opposite world of Finance.
You come from a fashion jewelry background, how did you make the transition to home, and what are the takeaways for mixing both worlds?
Working with jewelry was amazing and that's where I really started my career as a merchant and in development and sourcing. However, I slowly realized that jewelry was not a consumer friendly commodity. Having worked in the time a few years before the recession and then to the point of the start, people cut back luxuries like jewelry. The Home category so appealed to me because I could still be creative and involved with the development, but in a category that is always in demand, and at so many different price points.
What is your design focus?
My style has always been transitional, loving to mix modern with not so modern, and putting together simple geometric shapes and patterns maintaining symmetry.
How do you come up with your patterns and border designs, what is your biggest influence?
My travels have always been catalysts to my designs. I snap tons of pictures, from architecture to tile work and things that I find in local markets. There is always inspiration in your surroundings, no matter where you are.
You embroider in black and beige silk threads, is a colorful range next?
Thought you would never ask! Yes, actually my second collection, debuting at the upcoming NY Now show, encompasses the hand embroidery but in color and a deco take on shape. I will also be introducing a few hand screen printed designs as well.
You do custom work for interior designers too, tell us about that part of your business.
The custom work that I take on is often small-scale, but with a major focus on the detail of the embroidery. It's most fun for me because it allows me to partner with such talented people and make their vision come to life. Oftentimes the projects do not fall into my exact aesthetic preferential but I love to see how the same craftsmanship used to produce my products translates to others.
What category would you like to delve into next?
I would really love to explore more with rugs. I have worked with a several weavers in India on one of a kind rugs for my home, but really need to start designing a s collection, in line with my embroidery aesthetic. Hopefully soon...!