Two years after the launch of online homewares store, SYLODECO, Helene Denaiffe found that many of her clients struggle to find time to style their homes. Today, she unveils Perfect Imperfect, a blog dedicated to giving budding home decorators a dose of home inspiration, interior styling tips and professional advice.
Helene Denaiffe is the brain behind Stylodeco, the aesthetically pleasing online homewares emporium that has been bringing coveted European brands to the Asia for the last two years. Now, she’s made every homemaker’s home styling dreams come to life with the launch of Perfect Imperfect.
With an ethos of ‘home styling made easy’, Helene has taken the daunting task of interior styling off our shoulders by spoiling us with her expert home styling tips and home inspiration.
Join us as Helen shares the inspiration behind the new blog, why it’s important to create a place of comfort with imperfections, as well as six tips to creating a stylish and cosy nest.
When did you first know you had an interest in interiors?
As long as I can remember, I have always been interested in interiors. When I was old enough to get pocket money from my parents, my friends were shopping clothes, I was shopping for accessories to decorate my bedroom.
Having lived in Paris and Singapore, how have those destinations influenced your style?
You are right, both cities have influenced my style a lot! I like the effortlessly chic Parisian touch when it comes to interior decorating: mixing ages and styles, choosing a neutral colour palette and play with colourful home accessories here and there to add warmth. In Singapore, I like the tropical look and feel and the strong presence of nature all around us. I guess my style is a mix of both cities’ way of living.
To me, a home is a place where friends and family build lasting memories. It should reflect the family’s everyday lifestyle: it should not be a stiff, cold home, but a place of comfort with imperfections in which every member of the family can live happily every day.
How has Stylodeco helped create space for you to launch a blog about design?
I launched my online shop, Stylodeco, two years ago and the interest for our products has kept growing dramatically. Yet our clients, mainly active women, have very little time to style their homes. Indeed, it isn’t easy when you have a full-time job or when you look after the family all day long to find time to navigate the web looking for inspiration or shop stylish home furnishings.
That is how the idea of Perfect Imperfect came out: build a 360-degree platform where you can shop home accessories on Stylodeco and find curated inspiration for the home and professional advice on Perfect Imperfect.
What has it been like shifting your focus of online retail to include content? What has been the greatest challenge in this addition?
Perfect imperfect is a natural continuity of Stylodeco. The products, on one hand, the inspiration and advice on the other. One supports the other; in other words, they are complementary. You can connect to Perfect Imperfect from Stylodeco, and vice versa – in one click. Everything you need for the home in a single place.
The greatest challenge has been to build the new blog from scratch while handling day-to-day orders from Stylodeco. Like most women, I have a house to keep running and kids to look after so it can be sometimes challenging to develop new projects. Thankfully, I learnt so much from this new experience and I would do it again without hesitation if I had to.
Home styling can be challenging when you do not know where to find inspiration and where to shop products. With perfect imperfect, home styling is made easy.
Could you tell us about your sources of inspiration?
Pinterest and Instagram are great sources of inspiration. I also read a lot of magazines, from Singapore and abroad, to look for new brands and stylish designs. And of course, travels do inspire me a lot too.
Why is it important to create a space that supports a family’s everyday lifestyle?
I chose the name ‘Perfect Imperfect’ to name the new blog because I like perfectly imperfect interiors. I like homes to be effortlessly stylish and decorated with taste, whilst at the same time being laid-back and welcoming. There’s no use in creating a “perfect” home that feels more like a museum than a place of comfort. To me, a home is a place where friends and family build lasting memories. It should reflect the family’s everyday lifestyle: it should not be a stiff, cold home, but a place of comfort with imperfections in which every member of the family can live happily every day.
Your ethos is ‘home styling made easy’? What does that mean?
As I said, my clients have little time to look for inspiration and stylish home accessories. So my goal is to help them save their precious time by sharing inspiration and advice in a single place and therefore simplifying the process. Home styling can be challenging when you do not know where to find inspiration and where to shop products. With Perfect Imperfect, home styling is made easy thanks to:
Weekly curated articles to give visitors inspiration on how to transform their house into a stylish and cosy nest that supports their family’s everyday lifestyle.
eDesign and interior design services for those who have no time at all and need professional guidance. Time is of the essence, and if you find yourself lacking the time to decorate your home, let me do it for you, it will give you more time to take care of your career or family.
Freebies such as stylish printables for the ones who like being creative and do fun projects by themselves (DIY).
A direct access to STYLODECO’s e-store to shop stylish home accessories at reasonable prices.
Subscribe to Perfect Imperfect‘s newsletter for early access to freebies, a weekly dose of inspiration for the home and styling tips. You can meet Helene Denaiffe and see STYLODECO’s collections at the forthcoming Boutiques at the Pit Building on November 4 and 5, 2016.