We met up with Hélène Denaiffe from StyloDeco to talk about following your passion, the design market in Singapore and your ideal dinner party.
How did the idea of StyloDeco come about?
After more than 12 years in the luxury and F&B industry working for successful and internationally acclaimed companies, I suddenly had the willingness to launch my own business – and live my passion for home decoration on a daily basis. Motivated by Singapore’s fast-growing economy, I had to give it a try. So I did.
The name Stylodeco is inspired from the Singlish word Stylomilo which means Fashionable. We offer fashionable and effortlessly chic home decor accessories and furniture, which you can hardly find in Singapore and Southeast Asia. European brands selling unique and trendy designs and focusing on high-quality materials. The online boutique has a casual and minimalist yet elegant design, just like the products we sell. I like to quote Coco Chanel: “Simplicity is the keynote of all true elegance”. There is no other similar online store today in Singapore. We have one of the widest offers – if not the widest- for European casual chic home decor accessories and we make sure prices remain reasonable. It makes us really unique.
How do you choose products / items for the StyloDeco collection?
The first criteria is actually whether I personally like the products. Then, I make sure materials are of good quality, that prices are not too high, and that there is a key factor for design. The process of the product selection takes me a lot of time of course. But I really enjoy it! When I unpack my shipments, I feel like a little girl opening a box full of toys and sweets.
How does Singapore respond to interior and home design?
It is amazing to see how much the local market has evolved this past year. Brick-and-mortar and online stores selling home decor accessories have popped up month after month. I believe the market is still quite young though and we haven’t seen much yet. Which means there is room for us to expand further in the coming year. Talking about growth, we are bringing more brands and thousands of products in the coming months which will help us to become the leading marketplace in Singapore.
This is a very tough question. I guess that it depends on the house. If I was given an empty house here in Singapore, I would choose white painting for the walls in every room to bring as much light as I can. I am a fan of raw materials such as wood, marble and iron, so I would choose furniture according to these. As for home decor accessories, go online at www.stylodeco.com and you’ll understand what I like! Linens in particular, vases with lots of flowers, table lamps, and colourful decorative accents, not forgetting casual tableware with chic details.
May may also like: More Inspiration for your Dining Room
5 essential StyloDeco items for your dinning room?
– stonewashed linen tablecloth
– beautiful dinner plates (ceramic or porcelain / one colour)
– cutlery (one of the hardest challenge in Singapore)
– elegant water and wine glasses
– as many candle holders as possible to create a warm atmosphere
Being surrounded with so much inspiration, what would your ideal dinner party look like and who would be invited?
My ideal party is a late dinner with friends in a garden surrounded by a lot of greenery. with as many candles and lanterns as possible and light bulb garlands hang on top of the dining table. Casual but elegant setting. Good food. And wine of course!
I have a particular love for linens in general and stonewashed linens in particular. I think I could wrap myself into a linen fabric the whole day. I love the softness of linen, its simplicity and huge elegance at the same time.