UPDATE YOUR DÉCOR WITH HER SENSATIONAL DESIGNS
Story by Kate Gadiyeva
Images provided by Avril Loreti
Avril Loreti has the sweetest designs for your home. Bright, quirky and upbeat, they’ll put a smile on your face when you walk in to any room. If you are looking for a perfect hostess gift look no further than her “Paint Chip” placemats; her attention to detail means that she even comes up with her own unique names for each of the colours.
Loreti, originally from Oakville, Ontario, brings colour to your home through playful patterns and graphic details. Plaid spoke with Loreti to find out about her adventures in starting up her own company, and to learn more about her favorite activities to do around Toronto.
When did you start your company?
I started in 2007, I first started part time. I always wanted to run my own business and I made a little line for myself and I put it up on Etsy, and this was on top of my regular job so I worked really long hours. After two and a half years, in summer of 2009 I went full time and on my own, and now I’m completely self-sustaining.
What is your most popular item
It kind of changes every year; right now the “Paint Chips” placemats are the big one for sure. They are growing and are hitting the blogs and magazines. I’m thinking come Fall I’m going to do another set of colours.
What was the biggest challenge you faced starting your brand?
Just getting started. I’ve always been a creative person and in high school I took every creative class I could, and I went to art school. It’s just always in my blood, but it was hard to put yourself out there. And just like starting any project for the first time, the first step always feels like jumping off a cliff but then its snowballs from there. It was just a matter of believing in myself and trusting in my abilities.
Describe your ideal customer.
It’s people who love colour, contemporary modern design and they like to add whimsy to their home. People who love to treat themselves to special and beautiful things. It’s art for everyday objects.
What are three words that best describe your design?
Clever, Bright, and Pretty.
Who are your favorite home décor designers?
Designers that I adore and look for inspiration to move my business forward are Kate Spade, I love the colours and the lifestyle approach to it. I like Virginia Johnson from Toronto, and she also does some designs for Kate Spade, too. There is also a home designer in South Africa called Skinny laMinx and she is fantastic. She is so fresh, she does home accessories and fabrics; it’s beautiful work.
What was the coolest hostess gift you’ve ever received?
I mean, a bottle of wine is always great! I love collecting pitchers that pour cream and water, and my friend once bought me a small pitcher that looks like a bird, and it’s just sweet. I’m a sucker for pitchers.
What are some of your favorite activities to do around Toronto?
I love antiquing. Summertime is coming and I’m looking forward to going around southern Ontario to find antiques. I love going out with my friends to new bars and restaurants that opened up in my neighborhood. I also love my gardening in my backyard.
Besides Etsy where can someone buy your designs?
In Toronto there is the Distil Gallery in the Distillery District, Scout on Roncesvalles Avenue, Shopgirls in Parkdale, the Workshop Studio and Boutique in Ottawa, and a few other places.
