Interview with Australian Interiors

Interview with Australian Interiors

WØRKS founders Christoffer Kjærgård and Suze Raymond sat down with Australian Interiors, a publication that champions beautiful interior design, and chatted all things WØRKS, design and sustainability.

AI: You have some gorgeous imagery for your branding. Can you tell us a little about the photo shoot? 

Suze: Our launch campaign shoot took place at a private residence in Kensington owned by a Danish/Vietnamese couple. Following on from a complete re-build and renovation, the house was beautifully styled with Scandinavian furniture and Danish design principles in mind. It was an absolute pleasure to shoot there as it aligns perfectly with our brand.

We’ve just completed a second shoot, which is a collaboration between ourselves, interior design retailer Cult Design, and Danish design house Vipp. Shooting with the products from Vipp and being surrounded by iconic designer furniture at Cult was an incredible experience. The images will be released soon.

AI: What inspired you to start the brand?

Christoffer: We wanted to bridge the gap between luxury and sustainability. We were inspired to build a brand with true integrity and create personal care products that deliver a beautiful sensory experience while upholding environmental ethics. Coming from Denmark, where the organic market share is significant and good design is a way of life, it was a natural fit to create a designer organic brand.  

 


Our design-led hand care collection is formulated with environmental integrity, efficacy and sensory experience in mind

AI: What did you do prior to launching the brand?

Suze: I had a career in television as a Presenter and Producer. I also worked for several years as a Copywriter and Editor, specialising in e-commerce and travel.

Christoffer: I owned an operated several companies: a high-performance tennis academy here in Australia and a travel business based out of Denmark.

AI: What does an average day look like?

Suze: Every day starts with two double-shot soy lattes, but from then on anything can happen. We are constantly building and evolving the brand and expanding our range, so our days are filled with product development, content creation and meetings with suppliers and wholesalers. We do one or two walking meetings per week, as this is when we find ourselves at our most creative.

AI: What did you learn the hard way about launching a brand?

Christoffer: To trust gut instinct. And that you don’t know what you don’t know, which is actually a good thing for all entrepreneurs. If you knew ahead of time all of the challenges you’d face, you’d never get started.

 


Our sophisticated collection of balancing, revitalising and exfoliating body care products elevates the daily rituals of personal care

AI: What do the next five years look like for WØRKS ?

Suze: We’d like to develop further partnerships with likeminded retailers to become more accessible to consumers, and continue to build long-term relationships with our growing base of clients. We also have plans to grow our product lines and release several more collections in the near future.

AI: What is your dream project/collaboration?

Christoffer: I’d love to connect with some of the Danish design brands I grew up with. We have already collaborated with one of my favourites, being Vipp. We’d like to further this by teaming up with Danish homewares brands like HAY, Menu and Muuto.

AI: What are some of your methods to stay motivated, focused and expressive?

Suze: Remembering the ‘why’. Keeping the cause of what we are doing front and centre is extremely motivating.

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