CrowdInk had the chance to sit down with Tracie Ellis, founder of AURA by Tracie Ellis, the homewares and design business that’s been making waves in the industry for 16 years. She talks about how she got started, what makes AURA different, and the number one entrepreneurial cliché that’s not actually a cliché at all.
CrowdInk: How did you get started in AURA by Tracie Ellis?
Tracie Ellis: I was inspired from an early age by my very talented and creative mother and grandmother. This led me to study textile design at RMIT and after graduation I worked in the fashion and textiles industry, at Country Road, Myer, Davenport, Coats Patons and Pacific Brands. In 2000, I decided it was time to put my own stamp on a range of homewares and the rest as they say is history – this year we are celebrating 16 years of AURA.
CI: What was your inspiration behind it?
TE: My ranges are always inspired by two things – my love of travel and my amazing team at AURA. I travel as much as I can every year and find inspiration in every corner of the globe. I’m also lucky to be surrounded by a small, but dedicated team of talented people who inspire me every day.
CI: What’s hot this season?
TE: Our winter 2016 collection combines a tonal pastel palette with geometric shapes and stripes, from bed linen, cushions, and throws to bath towels and our new ceramics, this collection works effortlessly together to ensure a seamless transition as you move through your home.
CI: What is your competitive edge (what makes you different)?
TE: Our love of colour and bold patterns has always separated us from the pack. When I started AURA you would have been lucky to find a quilt cover in a colour other than white, blue, grey, or pink. I’m proud that we’ve been leading the way with our design aesthetic for 16 years.
CI: What are your favourite pieces?
TE: This season I’m totally in love with our ceramics range. I’ve always been passionate about cooking and we have an amazing kitchen garden at our house in Kyneton (www.ellishouse.com.au). I love nothing better than preparing a delicious meal for friends on the weekend using produce from my garden. Of course, I needed a tableware collection to serve it on so the AURA ceramics range was born. I love it.
CI: What tip do you have for aspiring entrepreneurs?
TE: I know this is a cliché, but for me it’s been so true. Find something you love doing and you’ll never work another day in your life.