Ashdene unveils second Daniella Germain collaboration
Following the success of the La Cocina stoneware collection, Ashdene has once again teamed up with illustrator Daniella Germain for its new range, Nectar.
“Daniella Germain’s beautiful illustrative style attracts customers from a wide range of demographics,” says Lynne Bertalli, Ashdene marketing and procurement manager. “Her style is fresh and distinctive, perfect for the homewares industry. La Cocina range was her first collection and has been very successful and continues to sell as customers build on their existing collections. The La Cocina collection was instrumental in launching Ashdene back into the Stoneware business.
“We work together with Daniella to come up with a design direction that Daniella is passionate about and Ashdene feels comfortable in taking to market. Daniella has great deal of freedom with her work and all collections are marketed with her name along with the Ashdene brand.”
Featuring a folk/Nordic inspired design of birds, flowers, bees and dragonflies in red, orange, yellow and green colours, Nectar includes dipping bowls, platters and jugs as well as a tea towel, pot holder and oven glove.
“I chose a more limited colour palette for the design of Nectar, as compared with La Cocina, as I wanted to give the range a bit of a vintage feel with the combination of oranges and greens,” says Germain. “Although I’ve used a limited palette, bright colours ensure the pieces pop. The folk/Nordic inspiration is reflected in the simplified floral shapes and symmetrical designs, as well as the colour palette. And of course, the hummingbirds, marigolds and bees are inspired by my love of nature.”
Nectar will be launched at the Melbourne Home & Giving Fair in August. Bertalli says Ashdene is gearing up for a strong showing with heavy focus on new product.
“Business has been a challenge for many industries internationally,” she explains. “Ashdene has invested heavily in new product development over the past three years in order to ensure our customers have new and exciting collections. The Home & Giving Fair has always been a great platform for Ashdene to showcase new collections.”