The brainchild of former money broker Tiffany Jade Benn, online store HART : LDN launched in February 2015 with a view to becoming a mecca for Australian homewares design and inspiration.
With a particular focus on homegrown talent, the store offers a smart curation of some wonderful local design – originally launching with 300 products, the current offering has expanded to include over 1,500 pieces. Think fun cushions, cheeky prints and colourful textiles.
“I would like my site to be the number one online hub for Australian designed homewares. I think of it as a place that provides interiors inspiration, advice and ideas while supporting our amazing homegrown talent which I believe absolutely rivals international competition,” says HART : LDN founder and director, Tiffany.
After a 15-year career in the finance world, spanning London, New York and Sydney, Tiffany took stock (pardon the pun!) before planning her next career move.
“I had always had a huge interest in interiors and contemporary design and it was while searching for locally designed homewares, while undergoing a full renovation of a Darlinghurst terrace, that I decided to launch the business,” says Tiffany who loved the idea of helping local designers promote their wares.
“I really wanted to set up a business that has a positive impact on others, after being in a job for all those years where I felt I hadn’t achieved this,” says Tiffany who works with a number of charities to find creative ways to raise funds.
One such charity is The Freedom Hub, an organisation that helps rebuild the lives of people who have experienced human trafficking. “Between us we have developed a range of guaranteed slavery free Australian made products to sell and all profits go to the charity,” says Tiffany.