Matilda Goad’s iconic scalloped raffia lampshades are undoubtedly having a moment. Gracing the pages of just about every interiors magazine, they, along with her pressed framed botanicals have brought a flurry of fame to the London-based creative. And yet when I meet the effusive, smiling Matilda I can’t help but feel that this is just the beginning.
Matilda started out in fashion, working as an assistant to photographer and stylist Venetia Scott, recently appointed Fashion Director at British Vogue. Calling in samples for shoots, finding set locations, visiting prop houses – it was here that Matilda honed her eye for detail and built up her little black book of suppliers.
Soon realizing that she didn’t want a life in fashion, Matilda tried her hand at flowers, a passion she shares with sister-in-law Willow Crossley. A string of commissions followed; she’s created window-displays for Penelope Chilvers, designed fashion dinners for Shrimps, and worked alongside renowned events planner Fiona Leahy.
Yet it is her product sourcing though that has really taken off, and is where her focus now lies. Her first purchase - a yellow toleware light - sold instantly from her site, and she knew she was on to something. Now with her own studio, Matilda trawls markets and antiques fairs for one-off pieces, as well as working with manufacturers to create her own products such as her new line of beautiful ribbed beeswax candles.
Upcoming collaborations and projects include a pop-up shop in November with Luke Edward Hall, Susannah Garrod and Edit 58. She’s also moving house, and doing up the new flat means she’s got an eye on the auction houses at all times for interesting pieces. Matilda’s home is her canvas, and I’m certain another magical, creative space is in the making.
Q&A with Matilda Goad
What advice do you have for creating a beautiful home?
Don’t be afraid to play around with your space. Move things around, paint a wall a new colour. Take your time to work out what you need and what looks right where. Have fun with it!
What inspires your aesthetic?
Colour! It’s the backbone of everything I do.
Where are your favourite London haunts?
Ebay is a constant. Then Alfie’s Antiques is the ultimate – a really fun emporium full of beautiful things. I live right by Golborne Road Market so I go there most Friday mornings first thing to see what’s new. The Soane showroom is great - their rattan is quite special.
What does home mean to to you?
It’s a place you want to come back to at the end of the day. It should be welcoming and never too precious.
How can you make an impact with a small budget?
Focus on small and moveable things; in a rented flat a lampshade can transform a bedroom, it will make you smile every day and you can take it with you when you move on.
Does your husband have a say in the interiors?
No! ha! He leaves me to it. In fact we went round to our new place last week and without telling him I’d painted one of the rooms bright yellow. If I’d told him before he’d have vetoed it! So I had to surprise him.
What’s your favourite thing about Autumn?
Oh I love this time of year. Having people round for long lunches, lighting candles. A year ago we were getting ready for our wedding and were in a special bubble; I will always love the run up to Christmas.
Words by Daisy Allsup. The Iris Letter September 2017.