Terri Casner is the founder and Vice-President of Product Development for Sorella Home, a company that excels in making beautiful, handcrafted tableware with a story. In June we partnered with Sorella Home for Freebie Fridays to give away a set of their Botanica collection. We wanted to know more about Terri’s creative process and Sorella Home’s new collection inspired by Ernest Hemingway. Read what Terri has to say about running a small business and how her background in the fashion industry inspires her designs.
1. What got you into designing tableware and home decor?
I began my career in the fashion industry which gave me a special appreciation for textile design. Although I loved fashion, I found myself being emotionally drawn to home decor. I was given the opportunity to blend fashion and home decor together by designing original products that adorn the home and create beautiful tablescapes.
2. What inspires your designs?
Feeling the texture of weaves and seeing centuries-old patterns help me envision new designs and lifestyle collections. I also look to the beautiful elements of nature in both form and color.
3. Tell us about the Ernest Hemingway collection and the steps that went into creating it.
Creating the Ernest Hemingway| Legendary Tablescapes Collection has been a fascinating experience. The collection is designed to reflect Ernest Hemingway’s legendary persona and adventurous life. These are beautifully crafted pieces, the likes of which we hope would have caught Hemingway’s eye as he traveled the world.
When selecting the European factories and artisans, it was key to insure originality in both design and production. The style is simple, unpretentious and stresses the use of texture and color to create a unique and fresh look.
4. What’s your favorite design style?
I love the serenity of clean lines and the longevity of classic styles. We are hardwired to feel soothed by elements that are reminiscent of nature, so botanicals, florals and organic shapes are very appealing to me.
5. What’s your daily schedule like at Sorella Home?
We are about to celebrate our first year in business and any small business owner can tell you that life is hectic right now. Yet, I’ve never been happier professionally. Usually, I spend a few hours every morning sending and answering emails, but most of my time is spent researching designs and visiting stores, art galleries, fabric markets and exhibits. I also travel quite a bit to stay on top of design trends and to work intimately with our factories in Europe to insure the quality of our designs.
I also think it’s very important to be in the shops spending time with our retail partners. I find time every week to visit retailers so I can have a solid understanding of what’s happening in our industry and how the consumer is responding.