Matilda Goad – Meet London’s interior design queen

When you step into Matilda Goad’s studio in Kensal Rise, it’s a bit like peeking into Santa’s grotto a few days before Christmas while elves scurry around packing up toys for young children. Only here is Santa Claus an incredibly chic interior designer, the grotto smells of Diptyque Cyprès and the elves are fashionable girls from West London who order stylish ceramic candle holders, pastel-colored beeswax candles and glossy painted striped picture frames.

It’s no big surprise that Goad is off his feet before Christmas. In 2016, the 32-year-old jumped into the then relatively undeveloped Insta-Interiors scene with her homonymous household goods brand – and started with a single lampshade. Bast with a whimsical serrated edge, the design was an instant cult classic and the name ‘Matilda Goad’ has become synonymous with a certain kind of expensive eclectic lifestyle (see also: Pandora Sykes, Laura Jackson et al.). “The lampshades are selling better than ever today,” says Goad. “They are selling more and more every month. We worked with Liberty and some different color combinations. I really hope it’s a classic design that will stay. “

Five years later, with 126,000 Instagram followers, celebrity fans including creative director Alex Eagle and designer Margherita Missoni, a set of hardware expected in the New Year (knobs and handles), a top-secret collaboration with major brand furniture in the making and Goad is in a pensive mood for expansion plans into the US. It all started in her bedroom – full of boxes with lampshades – and twice a day with her Mini to the post office to send her creations to young customers. “Only about five boxes fit in my Mini, so I had to make several trips to the post office,” she says. “It was the most organic branding, I had no end goal in mind. Instead, I relied on a lot of advice from friends and all the great people in my life. “

Her very first clients included her mother Emma Goad, 67, a former fashion designer who started out in the 1960s as an assistant to legendary King of the Kings Road designer Ossie Clark; and best friend of Shrimps founder Hannah Weiland. “Hannah was one of my first real clients, and she’s been so loyal and supportive over the past five years,” she says. “She’s a new mom like me, too, and we both really went through it. When I have moments when I don’t know how to become a founder, she was a support and someone I turn to. It’s really nice to have someone you can trust. ”It was Goad who Weiland commissioned to design her phenomenal 2018 Instagram-worthy English country wedding with the Arthur Guinness brewery heir. With her signature take on clever kitsch, Goad turned an old gardener’s cottage on the grounds of Weiland’s Wiltshire family home, Belcombe Court, into a pop-up pub called The Arthur’s Arms with old Guinness coasters, antique bar stools and vintage Guinness posters, which Goad scoured the Portobello Market and eBay. Guests included former Vogue editor Alexandra Shulman, model Laura Bailey and designers Molly Goddard and Penelope Chilvers.

Isaac Marley Morgan

That her inner circle is so stylish is no surprise. Goad started out in the fashion industry and studied art at Camberwell College of Arts before working as a stylist for Russian Vogue, Wonderland and later as assistant to fashion director Venetia Scott at British Vogue. She has masterfully blended her first love of fashion with her new, all-consuming passion for interiors while curating dining room sets for and creating installations for brands like Racil, Shrimps and Soane.

The lucrative Insta interior (Goads products start at £ 7 for a matchbox and go up to £ 280 for a lampshade base) is crowded, with independent designers and curated homeware e-commerce sites popping up seemingly weekly. Fashion influencers who have made enough money to buy and renovate beautiful London homes set up inside accounts to document every Farrow & Ball paint sample and brass radiator valve. So is it harder to penetrate the noise? “It definitely feels more competitive than at the beginning, and I am aware of that,” she says. “I also remember that five years ago I was pretty unwelcome in the industry because I wasn’t into interior design. The industry was very traditional with a very heterogeneous audience and many do’s and don’ts. I remember a woman being appalled by my lampshade design, but I was ready to throw the rulebook away. “

Aside from her household goods empire, Goad was busy renovating the three-story West London house she had bought with husband Tom Corbett-Winder. “I’m lucky that my husband has a construction company that has taken a lot of stress away,” she says. “We did it on a pretty big budget and even now, four years later, we are still in the process of finishing things off. I find that exciting: that it is constantly evolving. I love to move rooms and give them new energy. We never really finished. ”The makeover was documented for a series in House & Garden and is described as“ Neo Country ”.

During last year’s lockdown, when everyone was obsessed with polishing up the drab four walls they were stuck in and Goad’s business was booming (“our sales skyrocketed”), she gave birth to her first child at home in May 2020 World – a little girl named Domino. “For me it was the most natural place to have my baby and it was the safest place for me,” she says. “I was so happy at home, it was so cold. I had music on and candles and something to eat and then I had my daughter in my living room and she was in my bed twenty minutes later. It was really magical. ”She recognizes that many people, including their mothers, are concerned about the safety of having a home birth. “Actually, I didn’t tell my mother who I was really close to because she was really worried. I haven’t told anyone. My husband then sent me a picture of Domino in my bed and my mother said ‘What ?!’ “

To celebrate the 5th anniversary of the lampshade that started her career, Goad worked with photographer Isaac Marley Morgan to create a visual love letter to London – the city where it all started – with shots of her beloved lamp in a black one Taxi, the post office where she sent her orders and her favorite pub, The Cow in Notting Hill. Throughout December, 10% of the sale of every scallop lampshade sold is donated to the St. Mungo’s charity for the homeless. And the next five years? “I’m ambitious and motivated and when I know when I want, it’s already in sight: We want to become a global brand.”

Cult classic: Matilda Goad’s scalloped design

/ Matilda Goad

Matilda Goad on 5 places to find great pieces for your home

“It’s about adding layers to a home and not buying everything from one site,” says Goad.

I love finding things that have a story on vacation. I have a glass lantern outside my bedroom and I bought it on the side of the road in France and it sat between my legs on a Ryanair flight home and it didn’t break. So enjoyable.

Kempton Market – every second and last Tuesday of the month in Sunbury-on-Thames – is really great. Ardingly in West Sussex and the Bath Antique Market are also brilliant.

Gumtree is amazing. But you have to be eager for it, and big things happen quickly.

Labor and Wait (Shoreditch) and Tinsmiths (Ledbury) are great for timeless basic pieces.

There is a lot of waste indoors, especially with fabrics. There is a great website called Haines collection the scraps of fabric from really great designers sold for a small fraction of the price. Try too Fabulous fabrics.

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