By Sameera Ameer
Sameera Ameer of Wild Child Designz, explains how creativity has helped her differentiate her furniture brand for children among well-established players of the Dubai furniture industry.
My brand Wild Child Designz was born from a need and desire to create unique children’s furniture. I discovered a passion for children’s furniture design while in university and it has only grown ever since. Creativity is at the heart of my brand and is very necessary in order to stand out from the crowd. I have often longed for creative furniture, the kind that stands out from the rest of the regular type of furniture, the kind that will make my clients reluctant to leave their homes.
Creativity by definition is the act of turning new and imaginative ideas into reality. Creativity is characterised by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions.
In the famous words of Albert Einstein “Creativity is intelligence having fun”.
I find that to remain creative it is important to widen your horizons and experience the world in different ways, this is an ongoing process, be it by travelling, reading, doing adventure sports, interacting with people from different cultures, visiting art galleries, and similar.
It is a designer’s responsibility to keep pushing their creative boundaries, and it does not happen by sitting at a desk day in and day out. Experience as much as you can. Exposure puts more ideas into your subconscious. Actively seek out new experiences to broaden your experience portfolio.
I try to tap into my subconscious memory bank of all places I have travelled, childhood memories, favourite comics, animations and perhaps a memorable book. This is where my creativity stems from.
In order to sustain a business in furniture design, good client relationships as well as creativity are very important. Creativity ensures you have a unique selling point (USP) and always give your customers a reason to come back, as the possibilities are endless with a bespoke service. Innovation is based on knowledge and thus you need to continually expand you knowledge base. Thinking outside the box and getting creative in finding solutions to design challenges is vital for a small business such as mine.
Before I decided to launch my brand and my first collection, I travelled around London and Milan and researched what other children’s furniture brands were available and what kind of services they were offering.
I launched Wild Child Designz in June of 2014. My target market are parents who want a unique and bespoke furniture and interior design service for their kids, as well as high end pre-school’s in the UAE who want a nursery designed specifically to their needs and themes.
I found through my research that there was a growing need for original and whimsical pieces of furniture, parents in the UAE are enticed by the notion of owning a one off piece or something that very few people have, and this is something that I strive to provide in the market.
Customers tend to come to me to experience the bespoke service that I offer, they are attracted to my design aesthetics and are looking for a piece that will grow with their child and in a sense is a piece of art.
What sets my brand apart from the rest of the competition in Dubai’s market is the distinctive design. I strive to remain exclusive and clients know they can come to me for my concept and that I can add on designs and finishes that are unique to their child’s interests.
The most prominent brands that design children’s furniture are Ikea, Pottery barn kids and perhaps Cottage chic in the UAE. There are a few local designers springing up as well, however Wild Child continues to hold its competitive edge.
It is important to understand the consumer and to know what is important to them almost to build empathy towards them. Unless you can prove your business is unique you cannot target your sales efforts successfully.
Taking risks is part of the creative process, and through this process you find out what customers are most in need of practically, and what they gravitate to naturally in the aesthetic sense.
I believe that my creativity improves people’s everyday lives by enhancing how they use and interact in a space. My furniture is almost like a piece of functional art, adding aesthetically pleasing pieces to a room makes people happy.