Nicolle Sullivan
Nicolle Sullivan launched CULTIVER while on maternity leave from a career in banking, that was ten years ago – we chat to Nicolle about her inspiring work journey.
Photography: Chris Warnes
H&F: Hi Nicolle, can you take us back to when and how the CULTIVER journey first started?
Nicolle: I grew up with a strong appreciation and love for quality textiles and fabrics, having spent my childhood visiting family in eastern Europe. That exposure to a culture that values heirlooms has been a source of inspiration for me and what I do now.
I started CULTIVER in 2012 while I was on maternity leave from my prior career in banking. I was an early adopter of online shopping, and have always loved textiles. Starting the business was really the coming together of those two things.
With CULTIVER I wanted to offer a new way to shop for the home - a more curated, boutique presentation with the convenience of it being online, and a decade later we still consider this with every decision we make.
What does a ‘normal’ day at work look like for you?
My morning routine is pretty minimal as I have two kids to get organised before I leave the house. My husband makes me a beautiful coffee each morning, and then it's a quick commute to the office. I spend most of my days talking with my team in our open plan office, working on new products and opportunities, discussing ways to surprise and delight our customers, and troubleshooting ways to improve our shipping service, logistics and website experience. Every day is different, but that’s what I love.
Your proudest work moment to date?
Most recently, the opening of our flagship store in Mosman, Sydney, was a milestone moment, it was a very tangible way for our brand to come to life in a new format.
What do you love most about what you do?
We are continually thinking about our customers' daily rituals and how we can elevate them throughout our development and creative process. Mindfulness can have a significant positive impact in our lives, and our hope is that our products can contribute to small moments of appreciation every day.
The new CULTIVER flagship store in Mosman, Sydney. Photo: Chris Warnes
The CULTIVER bedroom collection enhances the daily ritual of going to bed and waking each day with our pure linen sheets, duvet covers, quilts and pillowcases. Photo: Chris Warnes
“I believe in embracing daily rituals, and imbuing them with quality products that will last for years to come. Ultimately, inspiring people to feel truly at home is what keeps me motivated.”
The CULTIVER bedroom collection is carefully woven from European flax and comes in tones such dusty pink, mustard and natural. Photo: Chris Warnes
The CULTIVER linen collection for kitchen and tabletop is designed to work everyday as well as special occasions. Photo: Chris Warnes
The CULTIVER bedroom collection enhances the daily ritual of going to bed and waking each day with our pure linen sheets, duvet covers, quilts and pillowcases. Photo: Chris Warnes
The CULTIVER linen collection for kitchen and tabletop is designed to work everyday as well as special occasions. Photo: Chris Warnes
What is the most important piece of advice you’d give to someone starting out and turning their dream project into a full-time job?
A piece of advice I regularly remind myself of is ‘identify the problem’. Running a business often feels like a non-stop process of solving and overcoming problems, so it is really useful to be skilled at identifying what the problem really is. Often the thing you get frustrated or caught up with is really just a symptom, which can be alleviated by solving the underlying problem.
Is there a common misconception people have about your job?
A misconception is that as we have been around for a while, we don’t have a start-up energy anymore. But each year brings new challenges and chances to reposition ourselves. We want to hang on to that!
What did you study at school – do you think it’s influenced your work today?
I studied a mix of marketing and finance - it was a good foundation on which to balance the creativity of brand building with the ‘drier’ commercial side of running a business.
You’ve been working in this field, and had your own business, for quite some time – what’s kept you interested all this time?
CULTIVER is an extension of my family history, personal aesthetic and values. We offer pieces that bring moments of appreciation to the things we use most frequently, from sleep, to sharing meals with loved ones, to bathing and relaxing at home. I believe in embracing these daily rituals, and imbuing them with quality products that will last for years to come. Ultimately, inspiring people to feel truly at home is what keeps me motivated.
What’s coming up for CULTIVER this year?
We always have exciting projects on the horizon, this year we’re happy to launch in the United Kingdom and as always, announce thoughtful new product releases to complement our existing range. We celebrate our 10th anniversary in 2022, and are looking forward to recognising the success we have achieved as a team in September.
