THE HOUSEWARES INTERVIEW: CAPTIVATE BRANDS
Q: Have consumer expectations shifted in recent years? If so, how has your design approach adapted? JD: Yes, for sure. People are looking for more than just good-looking products now. They want things that feel personal, that have a story working on full ranges. We spend a lot more time thinking about the story we’re telling, how the pieces work together, what mood or feeling they create, and what makes them special to the customer. It’s not just about function or trend anymore, it’s about connection. And honestly, that’s one of my favourite parts of the process.
Q: What’s the most valuable lesson you’ve learned while working in this sector? JD products are often the ones that take off, like the Yvonne Ellen shell salt and pepper set. You can pour all your energy into something you think will be the big hit, and then it’s the quirky, unexpected piece that goes viral. It’s taught me to trust my instincts but also to stay open- incredible team behind it all. They help bring every idea to life, whether it’s a bestseller or a surprise success.
Q: Where do you see the future of product design heading in the next 5–10 years? JD: I think product design is going to become even more personal, purposeful, and connected to how people live. Sustainability will be a huge factor. Consumers are really starting to expect it, not just appreciate it. Designers will need to think smarter about materials, manufacturing, and longevity from the start. I also see AI playing a big role, from trend forecasting to design development and even how customers personalise or interact with products. And storytelling will continue to be key, especially when we’re designing full ranges. People don’t just want to buy a product anymore, they want to buy into something that feels considered and meaningful.
Q: What excites you most about your work right now? JD: Honestly, it’s the variety and the momentum. We’ve got so many
April/May 2025
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exciting projects in the pipeline, from playful seasonal launches to timeless, functional collections, and we’re also working on some brilliant new licenses that I can’t wait to see come to life. Each project brings a fresh challenge, and no two days are ever the same. But what really excites me is seeing an idea go from a rough sketch to something on the old. And having a team around me who are just as passionate makes the whole process even better.
Q: Is there anything else you’d like to add? JD: Just that I feel really lucky to be doing what I love, surrounded by such a passionate and talented team. It’s been amazing to be part of Captivate Brands’ journey from the very beginning, to help shape the design direction, grow the team, and see our products in homes all over the world. I’m proud of how far we’ve come, and even more excited about what’s ahead. There’s still so much more we want to create, and I can’t wait to keep pushing things forward.
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