Danielle McEwan
Danielle McEwan is the founder and creative director of Byron Bay-based TIGMI. Meaning ‘my home’ in the Berber dialect, TIGMI honours timeless design and traditional craftsmanship.
Photography: Alicia Taylor & Tigmi
‘I’m drawn to pieces that are fundamentally rooted in thoughtful design that spark conversation and that have an interesting story to tell,’ says Danielle McEwan. Photo: Alicia Taylor
The new Le Marais contemporary rug collection born from a traditional Parisian mosaic tile, which explores geometry, palette and materiality. Photo: Alicia Taylor
The new Le Marais contemporary rug collection born from a traditional Parisian mosaic tile, which explores geometry, palette and materiality. Photo: Alicia Taylor
The impeccably curated selection at the TIGMI showroom in Byron Bay. Photo: Courtesy of TIGMI
H&F: Hi Danielle, when did the idea first come about to start TIGMI - was there a lightbulb moment?
Danielle: My partner and I had travelled to Morocco about 20 years ago and immediately fell in love with the traditional Berber rugs. It wasn’t until I had left my job in the music industry, had my first child and moved to Byron Bay that I finally had the time and space to explore the idea. We joke that it was an ‘organic’ start to the business based primarily on a passion for bringing these incredible artisan works of art to our corner of the world.
Do you have a disciplined studio routine and any rituals to help keep you focused?
I have to say overall I’m not a particularly disciplined person! In saying that, I’m getting better at prioritising my health and wellbeing so that I can be the best possible person, mother, partner, boss, creative I can be! That generally means – daily meditation practice and exercise, swims in the ocean and a decent sleep every once in a while.
As a business owner, what’s the best lesson you’ve learnt along the way?
To trust your gut but also to surround yourself with likeminded people that can continue to inspire you to keep going, even when you go through difficult periods.
How important is sustainability to you and your business?
Sustainability is no longer a choice – it impels modern living. I feel responsibility as not only a business owner, but as an individual on this planet to ensure we pass on a better outlook to our children. Everything we do both in business and our personal life is through that lens.
How would you describe your personal aesthetic - does it cross over in your collections?
I’ve never been able to articulate my aesthetic as it is constantly changing and evolving. I would however say, that I am drawn to pieces that are fundamentally rooted in thoughtful design that spark conversation and that have an interesting story to tell.
You have a new collection of in-house designs on the horizon, can you tell us about the collection and what we can expect?
We’re really excited to be launching a number of exciting projects this year. The first one, is our latest rug collection Le Marais, which is a beautiful and luxurious wool and silk rug that references a timeless mosaic stone floor I discovered on a trip to Paris a number of years ago. It’s a contemporary interpretation of a classic design and I hope it will be something to hand down to the grandchildren.
The impeccably curated selection at the TIGMI showroom in Byron Bay. Photo: Courtesy of TIGMI
The TIGMI showroom in Byron Bay. Photo: Courtesy of TIGMI
The new Le Marais contemporary rug collection born from a traditional Parisian mosaic tile, which explores geometry, palette and materiality. Photo: Alicia Taylor
The TIGMI showroom in Byron Bay. Photo: Courtesy of TIGMI
“Tigmi provides the perfect opportunity for me to bring together all the things I love doing – sourcing, creating and working with incredible artisans to bring their stories to others – I couldn’t have written a better job description.”
The new Le Marais contemporary rug collection born from a traditional Parisian mosaic tile, which explores geometry, palette and materiality. Photo: Alicia Taylor
Where do you look for inspiration?
Everywhere - although art and architecture are big ones for me along with travel and immersing myself in new surroundings and cultures.
What do you look for when aligning with artists for your Tigmi Art Series?
Our selection process for the Tigmi Art Series is really about showcasing artists who resonate with the Tigmi ethos of art and design providing a framework for conversation and storytelling. Tigmi’s enduring inspiration is creative expression and we are proud to represent people who through their art, help enrich our living spaces and lives.
Is this your dream job?
Absolutely. With an artist as a mother and an interior designer/architect sister, I always knew I wanted to further explore my creative calling but as I was growing up, I hadn’t worked out what it was. Tigmi provides the perfect opportunity for me to bring together all the things I love doing: sourcing, creating and working with incredible artisans to bring their stories to others – I couldn’t have written a better job description.
What drives you as a designer to keep exploring new ideas?
Working within a creative industry, there are so many exciting opportunities and no shortage of ideas – just time to fulfil them all!
What is a dream you would still like to fulfil?
One dream is to create a Tigmi hotel – an escape that merges our desire to bring together our unique collection of global inspiration into one ideal escape.
What are you looking forward to this year?
We have so many exciting things on the horizon including at least two new rug ranges, a new sofa launch, ceramics collaborations and so much more… 2023 is already shaping up to be one of our brightest years yet!