Photo by Coco of Cococozy
Annette Tatum's linen upholstered love seat and a convex mirror make an inviting vignette inside the House. design studio store front in Santa Monica, CA. (above)
A few months back I wandered into Little House (baby and children accents and furnishings) and House (furniture and design) on Montana Ave. in Santa Monica. I ended up buying a chandelier. I was with AM and we spent a good 45 minutes in both of the little stores.
While buying my chandelier at Little House, I got to talking to Julie, who was working there. I asked her about the stores and she told me a little history. She said that both of the stores were owned by Annette Tatum, an entrepreneur and decor aficionado who created a line of baby bedding years ago and has grown her designs and company into a multimillion dollar business. Someone whisked by while we were talking to Julie...Julie said "That's Annette...Annette, this is Coco...she has a blog". Annette waved, smiled, said hello and then proceeded on the path she was forging...never stopping. I was immediately intrigued...an entrepreneur with great design sense and seemingly great focus for what she was doing.
Of course, in my usual fashion, it took me a few months to email Julie to ask about doing a question and answer with Annette. Annette wrote me back herself and said she would be delighted. So, for your reading pleasure, here is Annette's take on her stores, her new book, decor, and an optimistic outlook on her business in spite of all the talk of the economy...
Photo by Coco of Cococozy
Little House, Inc., Annette Tatum's fab baby and children's furnishing store. (above and below)
Photo by Coco of Cococozy
COCO: Tell us about your two retail stores in Santa Monica - Little House and House, Inc?
ANNETTE TATUM (AT): One of our stores is for baby and juvenile and the other is a design studio where we work with clients on any room in the house. We do everything from upholstery to custom furniture and paint. We will have a new paint line coming in Nov 2009 that offers the lowest possible VOC's in 30 fabulous colors. Great for any room in the house. We will also offer our products on line at annettetatum.com beginning in October 2009 with a special section on "my favorite things". Since I like elements of all different styles it is a great place to find a little bit of everything in home decor.
Photo by Coco of Cococozy
Inside the design studio of House in Santa Monica. (above)
Book cover of The Well-Dressed Home by Annette Tatum (above)
COCO: Your book is fantastic. Why write a book? What inspired you?
AT: I had never thought of doing a book except for myself. I have kept notebooks and journals of inspiration over the years that I often reference, but I had never thought of creating a book based all on one subject. The great thing about how "The Well Dressed Home" came to be is that I was approached by a contact who asked me... 'if you could write a book about anything you want .. what would you do? "I then took 3 days to myself and created a visual of all the things I would want to read and buy in a book . The result was a mix of fashion, interior design and architecture. I love that the book takes on so many looks and offers a style guide on "how to". I then tried to incorporate the design belief that I hold on to which is.... look to your own creative fashion style to guide you in your choices for your own home decor.
Photo by Coco of Cococozy
A well dressed bed with white linens and a an intricately carved white screen sit in Annette Tatum's store window. (above)
COCO: How would you describe your style in home decor?
AT: I live with 4 children and a small dog... all having their own opinions about what they like. My husband is a designer and builder so he has definite ideas on color and design as well. With all of that to consider, I have found that I am pretty flexible about what I like and don't like. I love a home where each room has its own statement.. an eclectic feel with a common theme. Sometimes I use color to tie it all together , sometimes it can be done with architectural elements such as moldings and hardware. Either way my home is made up of many layers made up by the people I love. Left to design a home just for me, I would probably mix a little of the classics with the bohemian and eclectic.
Photo by Coco of Cococozy
A very sweet small turquoise blue cut glass two handle cup is one of the many treasures in Annette's store. (above)
COCO: Out of all the home furnishings you sell, what is your favorite and why?
AT: I love accessorizing a home. Mirrors, small treasures and textiles are all wonderful elements that can really change the look of a home quickly. So I would have to say I love the details of home decor. Fabrics would be a close second.
Photo by Coco of Cococozy
COCO: What part of your business do you enjoy most?
AT: Having the room come all together. There is a great moment when you add the final touches and you realize you have created and transformed something and the person living there is happy with the results.
COCO: How has the economy affected your business?
AT: People are buying more carefully and they want quality. They are no longer thinking short term. The want to buy something beautiful and something that will last. They also want an emotional experience when they shop. They want to walk into a store and be visually dazzled. I think Anthroplogie does great job of that.
Photo by Coco of Cococozy
A vintage looking green bombe (Bombay) chest is filled with colorful decor fabrics.
COCO: What words of advice do you have to anyone starting their own home furnishing business?
AT: I guess I would say make sure you love what you do. Retail can be challenging so working with people should be something you really enjoy. Helping people. Providing a service that is unique and special are goals all small business owners should have.
COCO: What inspires you creatively?
AT: Details of fashion. Ribbons, vintage trims and architectural details such as tile design or exterior elements on buildings. I love visiting old cities such as NY or Paris.. all you have to do is look up and be inspired.
COCO: Who inspires you creatively?
AT: I love Marc Jacobs and the prive shows of Dior or other couture houses. I love the drama and the grandness of the runway.
Photo by Coco of Cococozy
COCO: What is your favorite color/color combination?
AT: I am still a big fan of pink and gold... the metallics mixed with the icy pinks and blues and cremes.
COCO: How has fashion played a role in your decor style?
AT: I love the reference that our own fashion choices play. As we go through time our choices on how we dress evolve and grow. So has my own personal style in my own home. What I liked 5 years ago or even 1 year ago has changed... I love that our own wardrobe might offer insight to what colors and styles we really are attracted to. At some point we know what works for us. We look good in blue and would never wear plum. Maybe we can say the same about our own home decor. We like a more relaxed white palette in our home and would never decorate in red. This narrowing of our likes and dislikes can often be helpful in choosing our own fashion and in home decor style.
Photo by Coco of Cococozy
A display featuring Annette's line of baby bedding in the Little House, Inc. (above)
COCO: What is your favorite part of the creative process in designing furniture or fabrics?
AT: I love that there is always the next collection. I am always thinking about what is next. So it is fun to have that flexibility and outlet to try new things.
COCO: What is the biggest challenge for you in your business today?
AT: Trying to tune out all the negativity about how bad the retail environment is. People recently seem to have toned down the talk about the economy... "you can't have an up with out a down" someone once told me... and it makes sense to me. This is an adjustment period that is asking us to think about how we consume and what we pay attention to. It is asking everyone to re examine how they live their lives and as retailers we also have to examine and adjust. I still think there is plenty of opportunity out there.. you just have to change your view.
Photo by Coco of Cococozy
Wooden painted letters from Litttle House could add the perfect touch to a baby room. (above)
COCO: What's next for you after this book? Another book?
AT: I would love to do another book. The experience was one where I collaborated with others. Writers, photographers, the business of publishers. All valuable tools to working with others. Before this first book I often worked alone. I now invite many others to step into the creative process when possible.
Annette Tatum (above)
Thank you Annette for this fab Q&A and for the great design inspiration!
Annette's creations are in hundreds of stores nationwide. Also, if you are in Los Angeles, you can just stop into her stores on Montana.
Little House Boutique
1603 Montana Avenue
Santa Monica, CA 90403
Phone: 310-451-1321
House Boutique
1607 Montana Avenue
Santa Monica, CA 90403
310-451-2597
Lovely pics and great interview, thanks for the introduction x
ReplyDeleteNice blog! I'm a fan. :)
ReplyDelete