How trends translate into product


Last week we had the pleasure of attending an Autumn/Winter trends talk by the Editor of Elle Decoration, Michelle Ogundehin and the head of Design at John Lewis that took place in The Refinery at John Lewis, Oxford Street. We had a wonderful time and it was such an informative evening listening to two very influential industry leaders discuss how trends that start as an idea translate into products in your home.


One of the key things that she said that really stayed with me was that “true trends have to represent what is going on around us.” We have been through a period of uncertainty politically and economically in recent times and that in reality has been reflected in our choice of interior. We saw a huge shift to the pared – back Scandi style. We saw minimalism, we saw greys, we saw neutrals and we saw hygge – everything had a purpose and we did away with fuss and clutter.

More recently consumer confidence has been growing. Although it is underpinned by caution, there has been a shift toward more confident choices in expressive design. We have seen a move toward colour, texture and richness. Consumers are responding to design and craftsmanship once more and they are not afraid to show it with bold colour choices!


Natasha M-J



To Pin, or not to Pin – that is the question!


There are millions of people that use Pinterest on a daily basis who are looking for ideas and inspiration. This is why it is such an important place to have a presence on from a business point of view. You have access to a huge potential customer base! You can showcase your products in an unparalleled way. It operates differently to all the other social media platforms available by serving as a hub of creativity where people seek out design inspiration.


You might be using Pinterest for personal reasons already, but it could be time to create a business account. When creating boards, it’s always recommended to include a minimum of 20 pins and to have at least 10 boards to start off with to drive traffic and interaction on your page.


If you think your brand would benefit from having access to such a useful tool then please drop us a line. As ever, we would be only too happy to help.

Natasha M-J

A Whirlwind Week of Exhibitions & Events


Well what a week the team here have had! 100% Design, Decorex, Focus, Design Junction, London Design Fair, for us it’s the most exciting week of the year and the biggest line up of events in the UK interior design calendar. We were of course simply spoilt for choice and tempted to try to be in three places at once– quite a challenge for us, but one we all rose too and have the aching feet to show for it.

There is nothing more hearting than to see new companies with fabulous new designs and collections starting to appear at the shows, wonderful new overseas innovations and of course our own new home bred British designers, all standing together to again prove that the UK still remains a key market of real creativity in interiors regardless of the Brexit nervousness.

I know we shouldn’t have a favourite but there is just something so evocative about walking into the entrance of those huge marquees which house Decorex. The rich heritage of the shows 40 years history just envelopes you and it’s no wonder its internationally renowned for being the destination where interior design professionals discover the finest and most coveted luxury products from new, emerging and established talent. It never ceases to amaze.

We met endless wonderful people, met up with old and new friends and enjoyed every minute – now off to soak our feet and brace ourselves to absorb all the wonderful new collections we discovered.

Julie R.

Project Upcycle – be bang on trend!


Upcycling is a word we hear so much these days but what does it really mean? I see it as an art form. It’s the process of taking something unused, unwanted or wasted and transforming it into something with purpose. You can give a new lease of life to a tired looking table, you can customise items of clothing to give yourself a whole new look!

Beginners can start with a small craft project and build into something on a larger scale. There are plenty of tutorials and guides on you tube and pinterest that will help you get some inspiration – reupholstering chairs are something we see a lot of. Using new fabrics and textures can really transform a piece of furniture.

I personally look at a wooden pallet and I think, ‘wooden pallet’ but I’ve watched some people turn it into outdoor garden furniture! It really is remarkable what you can do if you use a little imagination and creativity. I’ve chosen just a small selection of photos to show some of my favourite upcycling projects I’ve come across. I would love to see anything you’ve tried – please do let me know how you get on!
Natasha M-J

Greenery: Pantone Colour Palette of 2017

Pantone, the global authority on colour, declared Greenery, nature’s neutral, as colour of the year for 2017. Pantone select its colour palate to show a snapshot of what we see taking place in our global culture. A series of shades which aim to reflect a worldwide attitude and disposition. With this in mind, the refreshing and energising tone to Greenery is emblematic of new beginnings and, according to the Executive Director of the Pantone Colour Institute, Leatrice Eiseman, the choice was made ‘in response to a stressful and tense world.’

At a time when our social and political climates seem so complex, it is certainly refreshing to draw our focus and surround ourselves with, what unites us all: our inherent link to the natural world. As we aim to introduce Greenery into our daily lives through architecture, lifestyle choices and global design, so where better to begin our own individual search for rejuvenation through greenery than in our homes?

Representative of the luscious outdoors and blooming foliage, shades of green can be welcomed into our home interiors all year round without looking out of place. Due to its neutral traits, green tones can be incorporated into our interiors in large or small doses and can be combined a whole array of complementary colours and textures.

From the bedroom and bathroom to your home study and lounge, each space in our home is deserving of a splash of greenery as it speaks to what Eiseman calls ‘re-words’ – regenerate, refresh, revitalise, renew’. We may have just entered autumn, but the green scheme continues to be a popular one among interior designers and home décor brands.

Heating Industry Loses One of a Kind


NickSloane jpeg.jpg

It is with great sadness that we announce Nick Sloane MD at Jøtul UK, one of the heating industry’s stalwart characters has passed away. Nick aged 63 had bravely battled illness for the past two years with the typical upbeat manner and determination of spirit for which he was renown in the industry.

Nick had been with The Jøtul Group for 17 years, having introduced the Norwegian heritage brand into the UK and started the Jøtul UK daughter company in 2000. Using his established reputation as a heating and stove expert previously of Valour, he grew the brand’s awareness and business into the 150-dealer network and leading product it is today.

As well as a much-valued client for all the years I have been working with Amino, Nick was also a very dear friend and I feel his loss immensely as do others in our team.

Nick was a personality not easily forgotten; he simply bounced into any room and added his enthusiasm to any meeting with his ‘Tigger-like’ exuberance, his optimism and love of life – all of which were simply contagious. Meeting Nick was like being caught up in a whirlwind, you never knew what you had agreed to, what you had been signed up for, or even what task you had unwittingly been delegated or included in! 

His knowledge and passion for the stove and heating industry also knew no bounds; championing the eco-friendly wood burning cause, an active member of the SIA (Stove Industry Alliance) and so passionate about educating people on the benefits of wood burning stoves. It came as no surprise to me when Sue our new Business Development Manager bought three Jøtul stoves within weeks of joining us – seriously Nick was so charming, vibrant and convincing in his dedication to wood burning stoves you didn’t even realise you were placing an order!

Time spent with Nick were always unpredictable fun times, laughter-filled times, times I will always treasure, put simply he was ‘A True Gent’.

Jules R

Why I love a new brochure

Sitting down with a new book is about so much more than the text alone. It is about the experience. It is the excitement in not knowing what you will find when you turn the page. When I get a new book, I like to read without distraction. I find a quiet place, make a lovely cup of tea (you just have to really don’t you – either that or a glass of something stronger) and settle down with my virtual do not disturb sign! This is exactly what I do when we receive new client brochures. This week I’ve been lucky enough to get quite a few!


Leafing through ‘The Signature Collection’ from Tetrad featuring Ralph Lauren fabrics, a quote from Dean Martin featured next to The Tuxedo chair leapt out at me. It simply read “In a tuxedo, I’m a star. In regular clothes, I’m a nobody.” It’s clear from looking at the models featured in this brochure that many stars of the show are featured. There is something just so luxurious about the Ralph Lauren fabrics featured and you can see that the values of British craftsmanship which are integral to what Tetrad are ever present.


Next came the News 2017 brochures from Jotul and Scan. New contemporary colour options from Scan include ‘Dusty Green’, ‘Champagne’ and ‘Brown Metallic.’ These work so well alongside the established and popular grey and black finishes as there will always be a call for both classic and contemporary. These exciting new finishes are offered alongside ingenious new models including the Scan 80 and the iconic Scan 5000. Jotul’s new flagship is the Jotul I 620 which is an impressive model. This is a large cast iron insert with an even wider and greater view of the flames than its predecessor.


It was impossible not to be blown away by the imagery in the Apropos brochure. These bespoke glass structures are crafted to provide a seamless bridge into your garden or outside area. It is because they are bespoke that they can be tailored to your exact need – you can be as radical or as conventional as you like! Glass is so versatile which means that it will work so incredibly well in both modern and traditional homes.


Before I knew it, two hours had passed and I had mentally redesigned our home to include a number of wood burners, a Gatsby sofa from Tetrad and had knocked the dining room into the kitchen which was now housed in the most elegant of glass and aluminium structures – well, a girl can dream can’t she? Now please excuse me while I get back to my redesign 🙂

For full details please do visit Tetrad Jotul UK   Scan UK and Apropos

Natasha M-J




Beautiful New Headboards & Beds from The Headboard Workshop



The Headboard Workshop are delighted to introduce a selection of beautiful new headboards and beds to its portfolio. The new designs resonate with sophisticated familiarity, yet offer customers a refreshing new colour palate and elegant shapes. Among the new products is this Winged Mull Headboard (pictured above) with delicate white piping and button detail. This stunningly structured piece is the perfect way to create a statement look in a contemporary space or as a dramatic block colour backdrop.


Also included among the exciting new releases is The Coll Bed (pictured above). The Coll Bed features two headboards and two divan bases which can be comprised of either two or four drawers which subtly provide additional storage in the bedroom. The Coll would sit perfectly in any guest bedroom as its brilliant zip and link combination allows you to separate this king size bed into two singles. What is more, the covers on this headboard can be easily removed for dry cleaning or to be replaced with an entirely new cover, allowing you to change your bedroom décor without having to invest in an entirely new bed or headboard.


As with each and every product from The Headboard Workshop, these new items are sumptuously comfortable and made using only the very finest materials by excellent craftsman and women. A vast spectrum of fabric and colour choices are available, or you can supply your own fabric and see your very own bespoke creation come to fruition!

Natasha M-J

Who can resist the Headlines?


What is the first thing man of us reach for in the mornings? Our phones. We are constantly on them, day in, day out. Checking emails, looking at our many social media accounts, making notes, keeping track of meetings – our phones go everywhere with us as too does the internet. But what about print? What has happened to the time when you would get up, have a coffee and flick through the newspaper, has print simply gone out of fashion or has it just remodelled itself in our busy lives?

As a company wanting to advertise it can be exhausting being bombarded with the many multiple media channels which are available to reach consumers, online, radio, TV, outdoor etc., etc. – so where does print advertising come in? Studies have shown that print remains more responsive, more targeted and more trusted than most other advertising mediums.

Most of us are constantly absorbing information from one source or another. A study from 2008 posted in the Journal of Research in Reading, however, discovered that reading online may not be as effective as reading print. Why? When we read online, we have many distractions. I am sure many of you find yourself drifting to Facebook or Instagram, even in the midst of reading articles: scrolling, exiting out of pop-up ads, clicking links, videos, etc. Print does not come with all these distractions. Print allows readers to properly absorb more of the information they see – an excellent benefit for advertisers that want customers actually paying attention to their ads!

Why is print important? Any great media plan involves using multi-media channels including print titles (like magazine advertising, regional press and national press) that are consistent with your brand. Not only that, but readers are more likely to see and read through your ad rather than wading through the many distractions they have on the internet.

In summary, although the role of print media has changed, it is still an important part of any serious marketing plan, and is still a great way to communicate with consumers.

Amino firmly believes including print your marketing plan today is essential to an effective campaign as it was some twenty years ago.

Sue W.

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