Interview with Ali Broinowski

Welcome to Two Gins In A Designer's Perspective. We're your hosts Karyn and Helen both qualified and experienced building and interior designers.

So grab your favorite drink as we sit chat and dive into the world of Interior Design and Construction sharing expert insights, trends, creativity and inspiration. Cheers to insightful perspectives with a few laughs along the way.

Welcome listeners. Today we're thrilled to have a visionary guest on the show someone who has redefined the art of interior decorating. Joining us is Ali Broninowski the founder and CEO of Cloth & Feather in the picturesque town of Mudgee in New South Wales. With a renowned and meticulous eye for detail. Ali brings a unique blend of creativity experienced and distinctiveness to every collaboration, her ability to identify precisely what a room or a property needs, has made her a sought after figure in the world of design. Ali's journey in soft furnishings, textiles and interior decorating began with the successful establishment and ownership of her business Perfectly Sorted. This was paving the way for her current venture Cloth & Father. Ali's passion for creating desirable customised and welcoming living environments is evident in her established expertise and drive. Today we'll delve into Ali's fascinating background, her journey from pharmacy to property staging, and the evolution of Cloth & Feather. Our discussion highlights the crucial importance of early planning for window treatments in design, emphasising the need for functionality alongside aesthetics. As we wrap up, Ali shares her exciting news about our collaborative upcoming masterclass, held in Mudgee on the 16th of March [editor's note: 2024]. This workshop promises to explore style foundations, mood boarding and essential design principles, providing participants with the knowledge to refine their own projects. So join us as we uncover Ali's journey and immerse ourselves in the intersection of design decoration and inspiration.

Hello, and welcome to another episode of Two Gins in a designer's perspective, we're very fortunate today to have our guest expert Ali from Cloth & Feather in Mudgee. So welcome, Ali. Great to have you.

Thank you very much.

So you're actually from Sydney, but now out in the country area, beautiful Mudgee that Helen and I have both visited and can't wait to get out to again. I can't wait to see you soon. So we'll talk about that at the end of the podcast. So Ali, tell us a little bit about yourself and your new business.

So I actually have originally a history in healthcare, and worked as a pharmacist for many, many years. Wow, my 20s. And part of that led me to spend time in people's houses, during what was called home medication review. So I was spending a lot of time in other people's houses talking to them about their meds and how to work better and collaboration with their GP. And it was a really great, it is a really great program. Anyway, that led me then into helping people get more organised at home. And really then it was a morphing, which then turned into a business called Perfectly Sorted, which became getting people ready to sell their homes, helping them get moved and property staging. So it went from what sounded like a little idea. Yeah, quite a big, big business with lots of moving parts and lots of staff and being in regional New South Wales, you had to own all that furniture, unlike if you're a property staging business in the city, where you rent a lot of the big pieces. So we then were in charge of the logistics and the inventory, etc. And one thing led to another and then we added a lot of soft furnishings and interior decorating for clients. Because once they had seen us stage their homes when they move they wanted that again in their new house. So of course, that led to another change. I made a lifestyle decision that I didn't want to have such a big business anymore. So I was fortunate to sell the property staging. I retained the interior decorating windows and soft furnishings, which I really love. It's, as I said, more of a lifestyle choice. I'm less busy. And I still feel that I need to work I need to do something. I'm not going to sit around. I'm probably never going back to pharmacy. There's always an option. Never say never. Yeah. I really love what I do and the difference and impact that it makes people in their homes and their surrounds.

Yeah, that's so fascinating. Did not know that you came from a pharmaceutical background. So very interesting. Great story. I love that you've come from something totally you would think is totally irrelevant to what you're currently doing. And then it just evolves into something that you like you're finding your passion, I guess through what you've experienced because I think being in pharmacy, everything's very procedural.

Yeah. And it's about problem solving for clients. And I think you take those skills across to the world of interiors and homes. And again, it's problem solving, and then bringing in procedures and making sure that the end result is that you've solved that problem. And the client's really happy.

I couldn’t agree more, because Helen and I often reflect on that and tell people that we're basically problem solvers. And often people say, Oh, you haven't niched yourself in one particular area of design. And as we always say, yes, but design is problem solving is just getting yourself into the space, whether you know, we've done cruise ships, and medical and dental and residential. So it's getting your head into that space and solving the design issues and problems that that particular space holds. It doesn't necessarily mean you have to niche yourself. And the same with your. You were saying it's yeah, it's basically we're problem solvers, creative problem solvers.

Yes, exactly. And people come to us, because that's not their skill set. I bought this house, I'm really not sure what to do. Yeah. But these western facing, you know, as my husband works on shift work, I just don't know what to do. You go right, well, these are all the options. And if you want to look beautiful, these are some additional options.

Exactly.

And I think a lot of people find inspiration looking online, but if you don't have that creative knowledge, or that, you know, headspace where you can come up with creative solutions, you can look and look and look at as many images in Pinterest and Houze and try and mishmash them all together, but unless you use an expert like yourself, it's never gonna come off quite right.

I don't know. And it's there, then. I know, people often say gosh, I could do that myself. They don't understand the functionality and the intricacies and the measuring and why we do that. And all those sorts of things. Yeah, exactly.

And as you said, having, you know, procedures put in place for pharmaceutical that would have been a great thing to bring to your business. Because let's admit it, Helen, we have procedures and things all over the place. And sometimes they're not quite in-sync, but I think coming from, you know, where you come from that would have transcended and moved across to your business and help with your systems in place would have been a great thing, too.

It's been really valuable. I suppose it's just morphing that experience into just another industry. Yes, absolutely. Yeah. And I've always loved houses. Yeah, I love fabrics. And I love all the way that makes you feel. And beautiful, you know, different patterns, and the impact that has on people most definitely true.

Yeah, yes. So right in this space. It has to work for you. It has to speak to you and gel with you. And it's amazing how your mood changes, doesn't it when you go from one space to another? And if it's not quite in-sync with with what you're drawn to? You never quite feel right.

Exactly. And then other spaces you walk into the thing I would never live in this space. But gee, I love how it makes me feel in the world.

Yeah, definitely think that was the key with I think property staging is it's all about how the space makes you connect with it emotionally. And and that works across every part of interiors. It's all about how it makes you feel exactly. Some people like it to feel minimalist and decluttered. Personally, I don't like that. Because I want to have all my things around me. I'm going to remember that that was a trip to India and I collected that. Yeah, it was a funny piece of pottery that my child made in grade one over there on the shelf because and I liked that collection of your life. Yeah.

That's a good point. Yeah, sure. And that's a really, really valuable point that you've put across there Ali. I think a lot of people tend to follow trends and think oh, well you know, modern Mediterranean is the latest for 2024, maybe I should change everything up to be like that if that like helps that if that doesn't speak to you, you don't have to follow trends. A space needs to speak to you and as you said, you know you love to see your memorabilia and things that you've collected over the years so that that makes a home - you should be relaxed and comfortable and get home at the end of the day and go oh, this is my space this is where I belong. Home is where the heart is.

But what we are good I'm gonna read you this I was here I read this really great quote the other day says decorating is not about making a stage set. It's not about making pretty pictures for the magazines. It's really about creating a quality of life of beauty that nourishes the soul. 

Absolutely, yeah. What we're all trying to do.

Yes. Just send us that quote. So we can pop that in the show note. Yeah, absolutely. Pick it up in the show notes for sure. We're on my Instagram this way.

We put it on, and we'll share - love that.

Really, it resonates with me. I know a lot of people want these houses that look like the block. Just don't think that that's realistic.

You know, I couldn't agree more. And my husband always says to me, it's a homecare. And there's people that live here. There's children, there's messy kids, yes, they're older now. But we live here, you have to be comfortable and not feel like it's a magazine. Exactly.

And we often say to our clients, you want to get your home, right? Because if it's not right, you're it's you're defeating the whole purpose of getting a designer in or someone like yourself that can really create a space that is is unique for you. And yes, you might look at these, you know, the Block and Pinterest and all these other trends for inspiration and take elements that speak to you. But at the end of the day, you're living in that space, and it needs to resonate with you. And what I often say to them is you're going to look at all these different styles, and you're going to probably love quite a lot of them and enjoy being in that space. But that doesn't necessarily mean you're going to want to live there. So if you really love that Mediterranean look, but you like to have your things on display and around you, then that's what holidays are for, hey, by the hotel or a resort that that has that feel. So you get a bit of a you know, you get a feel for both. But that doesn't mean you're going to live there. So that's that's what holidays and hotels are for.

Yeah, exactly. Yeah, absolutely.

So moving on from that Cloth & Feather is known for its premium in house custom design and drapery service. So can you talk us through ally what your design philosophy is? And how you approach creating those bespoke soft furnishings for your clients? Like we sort of just said, how do you get around all the latest trends and everything and pull something together that really, you know, is bespoke and works for them?

Yeah, I think firstly, we ask a lot of questions. And we try and find out what it is that they really are looking for. Because I think it's not something that our clients do regularly, you know, you may only do it a couple of times in your life, and you may not be able to distill what it is you're looking for. So we asked what to not have questions. And we asked about functionality, things that they dislike, particularly, people don't know what they like, but they'll go I really don't like this. I really don't like that.

And that gives us somewhere, it narrows it down, doesn't it?

Absolutely, and try and find out, what are their favorite colors? What's their favorite season? What are they looking for? How do we want it to feel? So it's all about I think the brand name, fourth, and fifth is all about feel. And I could spend three and it needs to make your eyes sparkle it needs when you touch it, it needs to be comfortable. It needs to smell nice, all those sorts of things. So for us, that's really the basis of how we start talking with people lots and lots of questions. And I think my philosophy really is harping back to this. It's not about making stage sets, it's about doing something for the individual that really makes them happy and joyful and want to come home and be in that environment, however that wants to make them feel energetic or relaxed or calm, restful. It's obviously up to the individual. Yeah, and we look at a lot of functionality. When we're talking about upholstery. There are some great fabric ranges that are so functional. People think, Oh, I have to have layouts. The only upholstery option you go well, actually, it's not. We now have all these incredible you textiles and fibers that have amazing capabilities. We don't have to think about everything has to be washable in the machine, or it has to be leather, because it's the only thing cleanable now. We look at some of those Fiberguard fabrics, they are amazing. Yeah, so amazing. And we're really fortunate that we can make recommendations that people don't expect, using the knowledge and the expertise and experience to provide really, really good advice. I mean, I'm also fortunate that one of my team Sylvia has worked in soft furnishings for more than 25 years. You know, she has seen it all she's seen the mistakes. She's seen the trends, the new coming into sort of asphalt type drapery, lots of shears, normal pelmets and suede and all those things that we probably saw 50 years ago. Yeah. But she could also necessary make a recommendation for a period of time. Yes, graphics, stone farm homestead, for example. She could pull all that together.

So it's really bringing together the experience and then the just the the way that we talk to our clients.

Yeah, that's a good point too. People tend to leave all the soft furnishings to the end. And we often say to our clients, look, you need to consider that while we're designing. Because if we need to allow for pelmets, we need to allow for tracks whatever it is. And and also, the aspect, as you brought up before is really, really important. You need to consider those things when you're in that design stage. And then it's good to advise people to go to somebody like yourself that has that knowledge of the sorts of fabrics and what's going to work in that space, what's going to work on that westerly window, what you want to put on your southerly window. So you're going to try and make the most of that that colder area. And also, I love that you brought up the fabrics and their quality and their properties. Because a lot of us tend to feel quite limited with the range of fabrics we can utilise, because you automatically assume that white would look absolutely stunning in this space. However, after a couple of weeks, it's going to lose its appeal because it's going to pick up all the stains and all the dirt and all that sort of thing. But if people are aware of the new properties in these new fabrics, they can have that without that fear of it turning to trash basically. Yeah, within a couple of weeks. It's good to know.

Yeah, it's fascinating. And there's a sort of a science behind too. But what I love most what you said there is the preparing for it. So often, I will go into a brand new build. And nobody's thought about it. Nobody's thought if we're going to do curtains, or we're going to do others or whatever. Yeah. And if we'd known or been part of the conversation earlier, if it's a steel frame house, we could have put in a wooden beam or Northern or whatever, so that when we come to attach our code and tracks, you can do so really easily. And we're not dealing with gaps between gyprock and steel frame, you know this, it's tricky. Planning and install, whether it had that been considered upfront, it would make a massive difference. 

We have a we have a project at Mosman at the moment, and the slabs are all going down. But before way before Christmas, we talked, you know, with the builder and sent off details in the app, and we met with the architectural client and Helen and myself at the place supplying the window. There's all types of window coverings in his home to talk about, you know, recessed bulkheads, and how are we going to deal with that bay window and the architect and us were sketching details and then sent it off to the builder. So he's now prepared instead of, you know, him looking at the plan and going, Oh, that's a flat ceiling all the way to the edge of the window there. He now has details and has to pull back and make allowances so you know, the these windows and as you said functionality as well that they function well. Well for this, these people moving into their brand new home. And I guess the client was little at first was like, Oh, that's a bit too soon, in an email that I sent. I said, it's definitely not too soon, we really need to all be on the same page and particularly the builder. So you know, when someone like yourself comes in and everything's been considered and taken care of.

So I had a client literally last week and they have their plans have been approved by Council. They've got a new build starting. And she said, Look, I want bulkheads. I want double shields and block outs on this window here because it's a master bedroom. And then on this window, but the which one is fine, because we can do the whole walk. It's a large window. The second window was a tall, narrow, let's say 700 millimeter wide window. But on a four metre wall. And I said you can't smoke it. Because it's gonna have to be a little bit or the whole way along. Yeah. And she went never even thought of that. Yeah, it's good. Why don't we do a shutter on that window? Oh, much better. Yes. Yeah. So now we've got our beautiful curtains over here on a massive wall to wall they'll look stunning. On the east, yes. And the warning sign if they need to. Yes. It's not then a disaster. We got to put this bulkhead in the theater. Why? I mean, it's terrible. Absolutely. And that's probably something that they wouldn't have thought of. And we not started early. Exactly. Right. I can make sure that that Windows resists backing up so that the shutters fit well. Yeah, exactly.

I was gonna say that's another thing with the shutters. A lot of people back when they were sort of really popular and everybody was wanting shutters they're sitting forward and it just doesn't quite look right because it hasn't been considered in the first place. So yeah, I think we can all agree definitely saw your window furnishings and what you're doing with it. Bye adding state and I'm just gonna add to that and allow a budget for it as well, because I think people get to the end of it and think, you know, my mother said back in the day when they built a cover sheet, but that was many, many decades ago. But nobody wants to do that. So and allow a budget for it. And that was the other reason with meeting this particular client before Christmas is certain they know now they've got X amount, there's a lot of windows in this home, you know, the budget must be considered.

Yeah. Otherwise, you need to consider you know, do you change the outside? Do you have bigger eaves? Do you know, you have to think about how you're going to we all live? We live in Australia, we've got hot Western sun in the summer, depending on where you live, it's freezing cold on the South in the winter. You know, there are big considerations.

Oh, yeah.

Yeah. Well, that was great. So successes and challenges. So you've run two very successful businesses. So has there been any? Can you share three key successes or any challenges that you've encountered, encountered along the way of running your businesses? Yeah, I think I was thinking about this.

And there are lots of challenges. I think, regional small business has probably some of its own challenges. But I think it is about educating the community around you. I know with property staging, nobody was doing that when I decided it was going to be a good idea. Yeah, and teaching and explaining and working with real estate agents, and educating them, and then their clients about why that's a really important investment. And it's really challenging, because it's new ideas, and people originally just not undertaken that. And I think then to take that into Cloth & Feather, it's, again, sharing the importance of planning and considerations. So like we've talked about the challenges are sharing the message, I think, and being prepared. I also think regionally, the challenges are that people have traditionally thought, oh, no, we don't have access to that we live in the bush, and they're so used to going without that you don't need to do that anymore. You know, traditionally, you didn't have somebody that could come into your house and consult and help you make some design decisions. It was all like, there were very few there are sort of more interior hard surface consultants locally here. But as far as the soft furnishings and making really good recommendations, it's a new concept for many people, and they think it's not going to happen regionally.

But more and more, you're about to change it or you're trying to change that for them. 

I think we have and, and make it really accessible and you can come and feel things and touch them and see them and it's a very tactile thing to do, you can't you can't go from a swatch to you know, two centimeters by two centimeters, you need to see a bigger piece and you need to touch and feel it to let's go into your home.

So it's a very tactile industry that you're in as well.

I think the other challenge we sometimes find is that people don't plan for upholstery and soft furnishings so that they end up thinking, oh gosh, it should there's two sort of trains of thought either they go oh, well, it's it's way too expensive. And I've built this amazing, amazing new house and we're gonna put terrible furniture.

Yeah, they think it's going to be way too expensive. And then they're pleasantly surprised. Yeah. Now we have amazing upholstery provider in Western Sydney that builds all our new sofas and beds and arches etc. Their workmanship is amazing it's Australian made and it's less expensive than a Chinese imported something that you have no idea what the workmanship is, it's that coming back to valuing what we can provide that's locally made. You know we make magic, we have a worker really are you actually the person that measures for you makes them and installs into it.

And that's a no brainer really isn't it? Because most homes don't have your stock standard even if you're you know looking for a set of curtains from you know one of the major department stores just to cover a window maybe in a spare room or what have never worked you can never find the right fit and you will often see the drapes hanging on the floor or just to show it doesn't look right we don't put clothing on that doesn't fit us or so. In our homes you often see things that just don't suit the home don't quite fit don't fit in don't look right yet. You know some people don't blink an eye spending a fortune on an outfit for one night yet they compromise on something you know that they found that very day for their home. That's really, really frustrating, and or they don't ask the right advice from the right person that's in that industry that knows something about it, you know, what's out there, speak to someone like Ali and get to know what's dope. Don't just settle for second all that we'll just do because as we said, we're in Australia, we've got lots of harsh light and sun and we all need rest. And we need, you know, beautiful spaces. And it's what you do Ali is the finishing details and the details that make a space.

Oh, absolutely. It's a little bit like an outfit, you know, putting together the earrings and the necklace and the shoes, correct? Yeah, no different between, as far as wearing an outfit and styling an outfit, correct? Yes. The two or three little small things. Absolutely make a difference.

I couldn't agree more. Yeah. So we've got some exciting news, we are coming out to work with yourself on the 16th of March. So that will be here before we know it. So what we're doing is we're putting on a master class at your beautiful property. And you're going to be speaking about your wonderful business and what you do. And then Helen and I are going to be talking about style foundations. And then we're going to have a lot of fun. Helen and I turn up with an abundant amount of samples from flooring to tiles to timber to you'll have the fabrics there, Ali and we'll be mood boarding with you.

It's really so fun to do. It's creative, and it's fun. Absolutely. You get like two really good ideas. When you've got a you know, perhaps you've got a bathroom that you need to renovate, or you're building a new house, or maybe you're dreaming of building a new house. Yes, yes. Yes. Yeah. Dreaming of a renot. Yeah, exactly.

And I think the good thing about it is we were as we were talking earlier about educating people, and helping people understand the whole process and what's involved and that you can have it and it can look right if you just take some time, take some time go to the right people now like we're not expecting anyone to walk away being an interior designer or a decorator or what have you. But the whole purpose of this this masterclass workshop, whatever you want to call it is to bring all the different materials together, show you how it's done, show you what we do that how to pull color out how to move, texture out how to kind of balance a few things, there's a few little tips and principles in there that we're going to be sharing with you. And have all of us including yourself, the experts to put those final touches on it. Yes. And what it also does is having a bit of knowledge helps the attendee I guess, if you want to call them or the students, whatever, or the wonderful people that are joining us, it gives because they're physically hands on doing this and building this, even if they feel a bit out of their depth. They're actually going through that process, which kind of cements it.

Absolutely. In their mind. And even though they may not want to say okay, I don't completely trust what I've put together. They've started it and built a foundation.

Correct. And from that, then they can fine tune it with, you know, with the help of somebody that does have that knowledge that finds it easier. If anything, it's kind of fun. Anyway, it is just fun, I think. Yeah, definitely fun reason to have a Saturday afternoon out and yes. meet some new people. And you know, I have some creative ideas. And yeah, exactly.

And so we'll have a workbook for everyone to work from. So they'll be able to take down notes and any pointers or tips that the three of us give. And they'll also take the samples home with them. So if anyone's listening and they are in the Mudgee area, we'll put in the show notes, a link to purchase a ticket. So we're really looking forward to seeing you then ally. So thank you so much for joining us today. It's been an absolute blast you want if anyone would like to get in contact with Ally again, all her contact details will be there. And we look forward to seeing you soon. So thanks, Ali for joining. 

Thanks for joining us on the Two Gins In A Designer's Perspective podcast. 

Cheers!