Australian story
Being based in regional WA has proved no hindrance to Cranmore Home founder Tracy Lefroy, who recently launched an online shop to complement her Moora shopfront.
Ms Lefroy started the venture in frustration at not being able to source great Australian-designed and Fair Trade products.
"In a way, being away from the city has meant that I am not too susceptible to 'following the crowd' in terms of my product," she said.
"I have a really strong aesthetic and being isolated from other shops stops me from falling into the trap of getting in products simply because they are familiar and stocked elsewhere."
The result of three years of planning, Ms Lefroy said her goal in creating the online arm of Cranmore Home was to achieve the perfect balance of labels and products.
"I think there is a move away from mass-produced furniture and homewares," she said. "I am an absolute believer in buying with your heart, if you choose things you really love they will never go out of fashion."
Her eclectic line-up includes homewares, furniture, art, fashion and giftware from Australian designers and artists such as Pony Rider, Bonnie and Neil, WA's Anna Chandler, Jessica Breakwell, Rabbit Trap Timber, Elk, Cable Melbourne and various emerging creatives.
All products are designed in Australia and any produced off-shore have been sourced under strict Fair Trade principles, from hand-crafted ceramics to peacock chairs.
"I am very fussy, every product that makes it to Cranmore Home has been researched extensively by me - from the design aspect, through to the materials used, to the production process," Ms Lefroy said.
Affordability was also a consideration. "There can be the perception that Australia-designed and bespoke homewares are expensive, however I feel that Cranmore Home stocks artisan products that represent great value," she said.
"It is very easy to buy mass-produced goods but people are becoming more interested in the back-story of products and love to know that their products are created with love, strong ethics and with an Australian edge."
While last year Cranmore Home's focus was on pop-up concepts throughout Australia, in 2014 its Winter Workshop series is where the energy is being directed. The series will see the people behind Cranmore Home's brands visit Moora to impart their skills.
"We have Once Was Lost's creative force Laura Wortlock - previously of Dinosaur Designs - coming over to teach calligraphy and fabric design, photographer and stylist Meghan Plowman, a ceramicist, floral artist and a fabric printer coming to our workshop, amongst others," Ms Lefroy said.
An advocate for her town, where Ms Lefroy lives with her husband Kristin and three young children, she is hoping to give back some creative energy.
"My business has really been inspired by the artistic and creative environment; our Fine Arts Society was most definitely the springboard for the Winter Workshop series," she said.
Visit cranmorehome.com.au.
