SOMEWARE came to my attention a few weeks back, and as soon as it did I panicked in the way that I always do when I find a store/designer/site/publication that I love.
And by that I mean, I closed the tab to calm myself down, then re-opened it and started Pin-ing the crap out of everything.
But with SOMEWARE – a new Los Angeles-based homeware and accessories online shop – I had to have more. So, I sent a little fangirl e-mail to the sweet owner, Giselle, and asked her a few questions about her darling brand.
What inspired you to start SOMEWARE?
SOMEWARE was in my mind for a long time. My initial idea was to focus on designing a line of hammocks (Editor's Note: hammocks? awesome), but I had a hard time pursuing it while I had a full-time job.I had been working as interactive designer for advertising agencies in LA for a couple of years until eventually I reached a point where I felt so disconnected from my work, that I had to pull the trigger and quit so I could do what makes me happy. I’ve always loved textiles, traveling, and housewares so I decided to merge all of that, creating the perfect line of work for me.
Where did the name come from?
At first I wanted to name the store SOMEWHERE because I knew traveling would be an important component of the business. Before I went on my first trip, I met up with a friend and told her about what I was planning. She suggested that I name it SOMEWARE instead since I was going to focus on selling housewares and I instantly fell in love with the name and the play on words.
Tell me more about how you got to where you are. Do you have a background in retail?
After I graduated from college I worked for different digital ad agencies, learning a lot about web design, online advertising, and e-commerce websites. I didn’t have any formal knowledge of the housewares business, the buying process, or retail, but I figured the fact that I was going to be able to design my own e-commerce store and do the branding for it was already a big plus. The rest I’ve been learning as I go which is really exciting and challenging at the same time.
What's your favorite thing about owning an online shop? Least favorite thing?
I love doing the buying, working on the photography for the website, the branding of the products, preparing the packages and sending them out to all kinds of places. The part I dislike the most is probably the accounting.
What inspires your style?
I’m mostly inspired by simplicity, eclectic spaces, pastel and muted earthy colors, geometric shapes, patterns and textures, and nature.
What's one book everyone should read?
I recently heard an interview with Paulo Coelho, the author of The Alchemist. I read the book 12 years ago, but the interview reminded me of the strong influence that the book had had in my life. It inspires people to follow their dream and passion and to overcome the ups and downs of the journey. It also talks about becoming more in tune with the world and listening to the signs that the universe gives you as it conspires for what you want.
What about one movie?
It's hard to pick one in particular. I'm a big fan of Wes Anderson films, but I'd say for me, Fantastic Mr. Fox is one of the best ones. Everything in that movie is amazing, the script, the sets, the characters, and it's all done in stop motion which makes it even more incredible to watch.
If you weren't living in Los Angeles, where would you live?
Tough question! The first place that comes to mind is New York because I've always been inspired by the energy of the city and the creative opportunities there. I've yet to visit Europe though, and something tells me that I would love the lifestyle and culture there. And I think their work/life balance is closer to what I have in mind for my life.
Hop on over to SOMEWARE and check out Giselle's amazing homeware and accessories. While you're there, be sure to check out her Journal for the story behind some of their feature designers.