Fiona Gould
Inspired to release a collection that spoke to her signature style, interior stylist Fiona Gould shares her journey from interior stylist to founder of her own homeware brand, Chelon.
Photography: Courtesy of Chelon
The Ida fluted coffee table. Photo: Jacqui Turk. Photo: Jacqui Turk
H&F: Hi Fiona, tell us about the Chelon journey
Fiona: I’ve always known I wanted to start my own brand, and after years working in the interiors industry in many various forms, starting out in PR and marketing, through to more recent years as an interiors stylist for magazine and brand photoshoots, it felt natural to want to create a homewares line of my own. I just wanted to create pieces that I really wanted to style with myself!
I always had a clear vision of what the brand would look like, it was deciding on the product category that was the tricky part, but once that was finalised things fell into place quite quickly.
What does a ‘normal’ day look like for you?
Every day is different (and full on!) with a baby and a styling business in addition to Chelon, but always starts with an early morning walk with the family to clear the head with some fresh air.
I break my week up into simpler admin days, which are also the days I have my son Harrison, so I try to be really present with him as much as possible. The other days I immerse myself in creative projects like plastering table bases, organising photoshoots, sourcing props, working on new designs and packing orders.
How has your background as an editorial stylist shaped your designs for Chelon?
It definitely gave me a solid foundation for knowing what people loved, what I loved to style with, and which pieces elevated a look every time - this is what really drove my designs when starting Chelon. There’s something so special about the understated, luxurious nature of marble and Venetian plaster, it can just feel so special in any space.
“Since traveling through the Mediterranean myself many times now, the classic architecture, landscape and beautiful culture, especially of Italy, is so special to me and has been such a strong inspiration for me in a lot of the creative work I do.”
The Ida fluted table. Photo: Jacqui Turk
What do you love most about what you do?
Being able to work with my husband Alan on this business is a dream. He is just as passionate and involved in Chelon as I am so it definitely makes this journey even sweeter.
It’s also so incredibly rewarding to experience the life cycle of designing products, from an initial concept through to the finished product, getting to style it in my dream photo shoots and then hear feedback from our lovely customers.
How has your Italian heritage has shaped your work?
My grandparents were your quintessential adorable Italian ‘nonna’ and ‘nonno’ and their stories always fascinated me so much. Since traveling through the Mediterranean myself many times now, the classic architecture, landscape and beautiful culture, especially of Italy, is so special to me and has been such a strong inspiration in a lot of the creative work I do.
The name Chelon is actually taken from my maiden surname of Michelon, with one of my products, the Ida fluted tables, named after my dear nonna, Ida.
Your favourite material to work with?
Venetian plaster is a skill we learned a couple of years ago and although it was months and months of trialing samples on our kitchen bench, pulling our hair out to get our dream finish just right, now when we are plastering a table it gives us such satisfaction. It’s magic watching the multiple layers start to come through as you burnish the smooth polished finish, and the silky result that feels like marble to touch - it’s such an underrated product in furniture design.
What’s the most important pieces of advice you would give someone embarking on their own design brand?
Just start! It’s easy to get hung up on what other people are doing but just get started. Invest in great photography, stay true to your style, put yourself out there, set yourself a firm launch deadline and don’t forget to take a moment to enjoy the ride.
Where do you gather inspiration for your designs?
Classic European architecture, organic forms found in nature and Mediterranean culture have been a driving source of inspiration for our collection. Iconic designers like Jean Royère, Pierre Paulin, and also interior designers like Aussie Tamsin Johnson are also big inspirations of mine. I think they balance classic sophistication and playful personality really well, which resonates with our style.
What’s coming up for Chelon this year?
So many plans, not enough time! We will definitely be expanding our range and our reach, moving into other materials and categories… can’t wait to share more soon!
