Carolyn’s background was in fashion; having worked for companies including French Connection and Monsoon, sourcing products in the Far East. As a result of this experience the Indian Handloom Export Council paid for her to spend a month travelling around Southern India by train visiting handloom mills. The mills were mainly run the people who had never travelled outside of India and had no idea what the western market wanted. Indian domestic taste for home furnishings was for bright colours, and those exporters who did travel outside of India, usually arrived to see buyers with a suitcase full of all the samples they had ever made. Carolyn’s job was to advise the Council how they could tailor their offer to appeal to the Western market.
With £2000 profit from this trip, and the knowledge she had gained of the home textile and clothing markets, she set about starting her own business sourcing products from the companies she had met in India, many of which were run by women who had a better understanding of the textile business.
The company name was decided upon after a brain storming session with a group of friends and the strap line was added a couple of years later to reflect the ethos of the company.
Back in 1987 the Victorian heirloom look was very popular for nightwear and bedrooms. The first line sold were a range of delicately embroidered white cushions offered by mail order The Financial Times. As an outlet had to be found for surplus stock, the wholesale business was started with a trade stand at “Top Drawer”- a trade exhibition for design led gifts and home wares. At this point a range of antique inspired patchwork quilts and white nightwear was added, which were an instant hit, and they were inundated with orders.
For the first year the business was run from her two bedroom flat which was not big enough to house a washing machine. Her partner was roped in to take wash loads of white linen to the launderette and then help iron it. At night they would have to climb over the boxes of stock all over the floor to get into bed. Fortunately their local Council Hammersmith & Fulham, had just completed a development of start-up business united and they were one of the first occupants.
Over the years the company has built up a loyal following for its cotton night wear including members of the royal family. Each style is given a girl’s name to suit it, a customer purchased a “Lolita” to wear as a wedding dress on a beach in Antigua, and a photograph of “Desiree” in The Daily Telegraph brought a flood of men wanting to buy it for their wives.
Along the way they have had a few disasters including a shipment of needlepoint cushions from China which were meant to feature cats but somehow received King Charles Spaniels on a lurid green background. Several months later the supplier wanted to ship the correct goods, but on arrival the shipment contained yet more King Charles Spaniels. In the end they were so desperate to sell them a club for dog lovers was approached who agreed to feature it in a newsletter, which proves you can find an outlet for anything if you try.
The company opened its’ first shop in 1995 in the New Kings Road and was one of the first stores to offer a lifestyle brand. Everybody thought the location was dreadful because it was on a busy stretch of road by a set of traffic lights. However, it had a great frontage which allowed for good window displays and a captive audience caught by the traffics lights. The shop had a loyal customer base as well as a French and American clientele and many celebrities who saw it as a quintessentially English range.
Damask continued to expand the range and their products started to be sold in top end stores including Harrods, Fortnum & Mason, Libertys, Trotters childrens stores, as well as many independent retailers around the country and abroad. Damask also started making nightwear and quilts for magazine offers including womens magazines and home interest magazines including ‘Homes & Gardens’ and ‘Period Living’.
In 1994, Damask opened its’ first store in the New Kings road in London and it was an immediate success, selling the Damask range together with vintage and antique furniture and accessories sourced at antiques fairs as well as trade fairs including ‘Top Drawer’.
In 2003, ‘Skills for Business’ had a special feature on Damask under the title ‘Lady of Luxury’ talking about how Damask was embracing new technology and used this to develop their first website.
DAMASK FOR THE HOME 2003©
