April/May 2025
housewareslive.net
THE HOUSEWARES INTERVIEW: CAPTIVATE BRANDS
Q: How do you stay inspired and keep up with trends in such a fast- evolving industry? JD: Staying inspired is staying curious. I’m always exploring trends, attending shows, and looking at what’s happening not just in our category but across design, fashion, interiors, and more. A huge part of staying ahead also comes from the team around me. We’ve built such a talented group at Captivate, from designers to buyers and product developers, and working alongside them brings constant energy and fresh thinking. I always say I’ve built a design team that makes me look good. Their creativity and the quality of their work are a big part of why I’m able to do what I do. I wouldn’t be where I am without them.
and loved by real people. That connection between thoughtful design and daily life is what hooked me from the start, and it’s been amazing to grow with the business from just the two of us to a team of 50 today.
Q&A
Question (Q): What initially sparked your interest in product or brand design? Jake Doney (JD): I’ve always loved the idea that something you design can become part of someone’s everyday life. That mix of creativity and practicality really drew me in. I was fascinated by how much thought goes into products that people often take for granted whether it’s a mug they reach for every morning or a baking tin they use to make birthday cakes. Being able to design things that are both beautiful and useful really sparked something in me, and that passion has only grown over time.
Q: What’s your process when starting a new project? Do you begin with sketches, mood boards, or something else? JD: Research is a big part of my job. I start by diving into market research looking at what competitors and customers are doing, cross- referencing with seasonal trend reports, and attending trade shows to get a sense of what’s coming next. That helps us build a clear picture of the landscape and opportunities. From there, we pull together mood boards to set the visual tone and direction. Sketching and concept work come after that, as a way to narrow down the look and feel of the range and start shaping the actual products.
Q: particularly proud of? Why? JD: There are a few, but the most rewarding ones are always the products that really connect with people. Two that stand out are a bakeware range I designed over 10 years ago for a renowned cookshop, it’s still going strong today, which is amazing to see – and the Mary Berry Signature collection. Working on Mary’s range was an incredible experience; she was very particular about the details, which really pushed us to get everything just right. Whether it’s a beautifully crafted ceramic or a clever, functional kitchen tool, seeing someone pick it up in a store – or better yet, spotting it in their home – is the ultimate win. It’s that moment of “I designed that!” and knowing it’s part of someone’s everyday life.
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Q: How do you factor in sustainability, usability, and cost when designing a product? JD: It’s always a balancing act. Sustainability is really important to me, but it has to work alongside usability and cost, especially in consumer products. That’s where collaboration comes in. I work closely with our buyers, product developers, and supply partners to explore materials, packaging, and production methods that are more responsible without compromising on function or affordability. Design has to be practical, but that doesn’t mean it can’t also be thoughtful. We’re always asking, “How can we make this better, for the user and for the planet?”
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