Melbourne-based textiles brand Nowhere Creek, which debuted at the Sydney Reed Gift Fair recently, beat five other finalists to take out the New Talent gong at the Gift and Life Instyle Awards (GALA).
Nowhere Creek founder Angie Atkins worked in the fashion industry for over 14 years before launching her homewares line, after being inspired by the Melbourne art scene. “I was seeing lots of fabulous art around Melbourne and felt inspired to work with these local artists,” she explains. “I wanted to make this art available on every day, useable items. These were the kinds of products that I couldn’t find in the marketplace and that I wanted in my home.”
Currently, the Nowhere Creek range includes tea towels, bedding and cushion covers, in a range of colourful and quirky patterns. “I design the ranges myself whilst working in collaboration with artists,” says Atkins. “Sometimes we work together to create art specifically for the label and sometimes I spot pieces they’ve already created that I think would suit Nowhere Creek.
“The products themselves are made in China by good friend Lily, who I have worked with for years. She has a child and her husband and baby had to live three hours away from her, so they started their own business so they could all live together. I feel good knowing I am helping her and she’s helping me with my future as well.”
After selling her products at local markets, Atkins decided she wanted to develop the wholesale brand of her business, and was extremely pleased with her trade fair debut. “The lead up was nerve wracking and exciting, as there’s so much that goes into the planning of the stand—the display, the promotional material, the logistics.
“The reaction from buyers was amazing. They were really happy to see something different, something that stood out.”
Despite the great reaction to the brand, Atkins didn’t expect to win the new talent award. “I was so surprised and excited and flattered to win. It was my first experience at a trade fair and there are so many exhibitors and the other finalists had such amazing products. When they called Nowhere Creek I was stunned. For the brand it’s fabulous to get this recognition that key people in the industry love Nowhere Creek and see the brand as a stand out.”
For now, Atkins is focused on fulfilling orders from her new stockists, and then will look to the future. “I’m planning to expand the bedding range and will start working on new designs for the spring/summer range. I am also constantly researching new artists to work with which is such a pleasurable task as there are so many talented people out there.”
