• Matt Towe

Stylish and timeless: Consciously chosen homewares from Reign London

Natalie Sweeny spent years working in the fashion industry before a passion for interiors led her down a path to launch her own business. 18 months on and her products are being featured in Britsh Vogue and The World of Interiors.

This week we chat to Founder Natalie about how she curates her unique collections and why styling a home should be no different to styling yourself.

Tell us a bit about yourself?

I was born and raised in Surrey but have spent most of my working life in London. Fashion has always been my thing, and within my family and friendship group, I'm considered the 'stylish one'.

I've been fiercely independent from a young age and started my career in retail at the age of 15. For the last ten years, I've worked in Central London in fast-paced, high profile positions, making lots of connections and new friends, but now this is my full-time job, and it's one of the best decisions I've ever made.

How was Reign London born?

Quite simply through a passion for interiors and fashion! My previous career in the fashion industry meant I was interested in how products were made, the fabrics used, the way collections were pulled together and over the years it became something that I had a natural flare for.

Later in my career, I handled in-store design - the process, execution and creativity of that was a challenge I really enjoyed. I knew that if I could combine those two elements of my job, I'd wake up happy every day.

Describe your interior style?

Reign is an extension of my own interior style. Despite it being ever-evolving, I tend to stick with the same core principles, timeless pieces that stand the test of time. I have pieces in my home that are over 50 years old and I love the idea of adding a piece of history to each room.

How do you go about sourcing such stunning and unique items for each Reign collection?

Experience in the fashion industry definitely gives you a natural eye for this. I tend to source pieces that I am naturally drawn to and pieces that I would provide a place for in my own home.

At times I can have a very creative mind, and if I'm unable to source the pieces that I see for a particular collection, then I will design them myself and commission a local artist to make my vision come to life, whether it be ceramics textiles or papier-mâché.

I have pieces in my home that are over 50 years old and I love the idea of adding a piece of history to each room.

In a world of fast fashion and interiors, tell us more about Reign's commitment to curating pieces that will last beyond a season?

Similarly to having staples in our wardrobes that we pull out and wear every year, we curate Reign's collections with this in mind. We believe styling yourself shouldn't be too dissimilar to styling your home, so we offer our customers timeless, desirable pieces that will last whilst still complimenting current trends.

Best piece of advice you've ever got?

Always be true to yourself and I take this into every aspect of my life. When it comes to Reign I'm aware that I have a unique offering of products that won't necessarily appeal to the masses. Instead of going with the crowds for commercial gain, I've made a conscious choice not to; instead, I've remained true to myself and the brand I've created.

Favourite Instagram accounts and why?

There are so many to choose from, but my go to's for forever inspiration are @eyeswoon and @colinking. Another favourite has to be @Stevenbartlett, as his knowledge and entrepreneurial spirit are something I aspire to.

What's next for Reign?

I will continue striving to build a brand that is as sustainable as possible. Behind the scenes, we are working to bring our customers lots of new, exciting things, and we have a very exclusive collaboration in the pipeline, but you'll have to follow us on Instagram @reign_london_ to find out more on that.

We purchased this stunning soapstone vintage chess set circa 1970s from Reign and can vouch for the quality and uniqueness of their pieces. No this is not an ad, we're just big believers in shouting about products, businesses and people doing great things. Bravo Natalie!

A huge thank you to Natalie for taking time out of her busy schedule to chat with us. You can find all of her beautiful products at her online store www.reign-london.co.uk and she has also very kindly offered a 15% discount code for TMB readers for everything across the Reign London website - go go go.

Use discount code "TMB15" to receive 15% off everything at Reign London until the 20th May. *one use per customer/excluding delivery charge.

To keep up-to-date on The Modern Broker follow @gameplanmatt

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