Lucy Folk … home and abroad
After almost a decade at the helm of her eponymous jewellery and accessories brand, Lucy Folk oversees a label with a cult and scaling following, the love of the A-list, a new flagship store in Sydney and a covetable commitment to regular international travel…
PLAYA, the most recent addition, and second store for Lucy Folk recently opened in Bondi Beach, Sydney and has the design, as well as the fashion community humming. A treasure trove of pink hues with beachy views, the custom-built details are a perfect backdrop to Lucy’s stunning pieces and curated gems. The space also epitomises the global ‘PLAYA’ concept of the brand and sings a story of friendship too (with the design a collaboration with childhood friend and interior designer Tamsin Johnson).
Lucy herself radiates a certain luxe bohemian vibe – a charming, sophisticated, modern adventurer chasing forever summer and fun. Everything about her brand – from the materials chosen in the tactile jewellery pieces to the unique store fit-out are an extension of this, collections inspired by a life lived to the full…
Please tell us about your background and education prior to launching Lucy Folk, 10 years ago…
I did a Bachelor Of Fine Arts majoring in gold and silversmithing at Melbourne’s RMIT University. I interned with Artist Collective and band Chicks on Speed in Berlin and Barcelona in 2004/5.
What inspires you most with your collections?
I am inspired by so many things, predominately travel, art, fashion architecture and interior design. I take aspects of all of these things and create collections which are based around a life lived to the fullest! I tend not to follow trends and always conjure up a seasonal colour palette that very much reflects where I am at mentally at the time of design.
Favourite travel destinations?
Ahhhh that’s a tough question! I love Formentera, Italy, and Brazil…. close to home you can’t go wrong with Noosa Heads – my family has a home there and I’ve spent so many wonderful times on the beach – its the only place where I truly switch off. Marrakech was a stand out this year. My eyes light up when I travel and I feel at home on the move.
How important are your two flagship stores to your brand aside from your online store and being with the leading stockists globally?
Having my own stores is super important as it gives me a chance to showcase the full scope of my collections – fine and fashion jewels, eyewear, cocktail clutches, socks and hats. I love working with all of my stockists – they are all so supportive of the brand and I wouldn’t have been able to grow the business and the brand without them but being able to have them as well as my own series of stores is where the business is headed as we move forwards.
Can you tell us about the inspiration behind PLAYA, your concept store in Sydney? And the collaboration on interiors with Tamsin Johnson?
The PLAYA by Lucy Folk concept came from a desire to create a concept space where I could showcase all of my own designs and curate a space filled with a tight list of international brands. It has a strong resort inspired theme and is inspired by all the fabulous things I find along the way when I’m travelling. Think straw water bottle holders sourced in Morocco, handwoven linen robes and shorts by HNDWVN, designer swimwear by the likes of Lisa Marie Fernandez, Marisa and Araks, beautiful cosmetics by Santa Maria Novella and unique apparel by labels such as Isa Arfen, Julien David, AALTO, Nehera and PAM.
Working with Tam, a very dear friend of mine since childhood, was a dream! We had the same vision for what we wanted to create with PLAYA and I’m just so happy with the final product! It’s very different for Bondi but it seems the locals and tourists love it! Tam is an exceptional creative. I adored the process. I wouldn’t want to work with anyone else!
The reason we chose Bondi is linked to the PLAYA concept of resort. What better place than one of the most iconic beaches in the world to mirror the theme!
What are your favourite retail stores around the world? How did you curate the other labels stocked in your Sydney flagship store, are they are a collection of all your favourites?
I tend to shop most when I’m in remote locations rather than on the main streets of Paris, NYC etc. I love a lot of Marni, their stores are next level and they make the shopping experience so lovely! Dover St Market in London is unreal.
When curating the other brands that we sell in PLAYA I tend to buy what I would personally love to wear. I dislike black and purple so you won’t see a lot of that! Think chic, minimal and lots of soft tones and silhouettes.
How would you describe your approach to interiors?
I love natural materials and mixing textures and colours. Very similar to my style!
What’s next for the Lucy Folk brand?
Good question! We are working on a few exciting things at the moment – next summer you will see some more products but for the time being, they are still work in progress! One thing I am about to deliver in-store is a beautiful terracotta candle collection I developed whilst in Marrakech a few month ago. It was so amazing to work with local artisans and see them make the product!
The best thing about Sydney?
Being able to go swimming in the ocean before and after work!!! Spending the entire weekend beachside really does give you a chance to just chill out and relax after a busy day at work!
The best thing about your hometown Melbourne?
The nightlife, art galleries and food! I love that even on a Monday night if you go out for dinner there are always people out and about (unlike Sydney where it seems everyone is a morning person!).
What does living a beautiful life mean to you?
Being happy and waking up feeling fulfilled and seeing the ocean every day.
Style icon?
My mother.
Favourite eras?
60’s and the 90’s.
Could you name a quote that sums up how you live life?
Live every day like it’s your last!
Best piece of advice you have been given?
Be patient. Patience is a virtue.
What are you currently…
Coveting: My I love u ring
Wanderlusting: South America or Jamaica asap!
Reserving: Tables at my favourite restaurants
Preparing: For the arrival of some dear friends from overseas
Watching: The security camera at my shop
Listening: To some inspirational podcasts to get me to the end of the year!
Reading: My emails too much!!!
Trawling: The souks in morocco to find the greatest products for PLAYA
Learning: To listen
Giving: My staff hell for another week!
Dreaming: Of summer holidays!!!
Missing: A day off a week!
Beauty is: Effortless…
Lucy Folk – inspiring and delightful. A world traveller, design lover, a Mr & Mrs Smith hotel awards judge, we wonder where next? But wherever it may be, we are hot on her heels, donning our favourite Lucy Folk gems of course…
Credits: Lucy Folk
