Inspired by the Leonardo Da Vinci quote: “Simplicity is the ultimate sophistication,” Amanda Tiernan left her job as a school teacher to open online boutique, Neutral Instinct.
Believing less is more, Amanda’s homewares have a distinct Scandinavian design edge. “Many of the products stocked by Neutral Instinct have a Scandi influence, which epitomises simplicity, minimalism and functionality,” explains Amanda. “I believe simple pieces can have a maximum effect when styled in the correct way.”
Sourcing her homewares from trade fairs and social media, Amanda wanted to create a store that not only stocked gorgeous products, but also gave customers inspiration on how to style them through beautiful images. “We recently completed our first photo shoot with the intention of creating a strong and unique visual for our brand,” says Amanda. “I wanted to stay true to our minimalist, Scandinavian inspired look so that customers who shared our love of this style could confidently log on to our website and find products on each page that they would want in their homes.”
Stocking brands such as By Lassen, Menu, Design House Stockholm, Karlsson, Mud Australia and Pony Rider, Amanda hopes to expand Neutral Instinct to include more designers and one day, even a bricks and mortar store. “Some of my short-term goals include adding a children’s category to the store and adding a few new designers to the range that I have long wished for. My long-term plans include opening a bricks and mortar store and offering a design service as well as a retail service. Lots to dream about!”
Photography by Martina Gemmola | Styling by Amanda Tiernan