In Profile: IPD Awards short listed Aiveen Daly…


Name: Aiveen Daly

Company: Aiveen Daly

Position within company: Director



What direction do you feel design is moving towards in general terms?

Upholstery design is becoming more intricate and customization is key for discerning clients. The projects we are working on are more and more ambitious, futuristic even. We are making ultra-contemporary pieces and mixing them with touches of traditional detailing.  The shapes are angular and architectural but the upholstery is soft as a kitten.

What are the key influencing elements at present?

Geometry kits, painterly brush strokes & vibrant colours that are pulled back slightly to a hazy version of themselves.


What sort of projects are you working on at the moment?

A luxury jewellery store in Paris, a VIP hotel suite in Baku and a private home in Mayfair. We have also just launched our new collection ‘Aiveen Daly Jewels’ which is full of haute couture style and inspired by intricate Grecian adornment, metal work and nature.


A designer’s work is so diverse ­ how do you manage to hold down a career and a life?

Doing a day job that you love and working with some fantastic, talented people makes the hard work that bit easier and when I go home I have 2 beautiful little girls who I gladly spend all of my free time with.


Name 5 key essentials for 2013 and beyond.

Metallic trims

Hand embroidery

Quilting on leather

Architecturally precise pleating

Our new satin and raffia cushions


 If you could offer one piece of advice when it comes to product design, what would it be?

Use your instinct. It’s rarely wrong and you’ll only regret it if you don’t.


How important do you feel Design Awards are as recognition of designers talents and achievements?

They provide a great platform for any designer and to be recognised for your talent amongst your peers is a huge honour. It’s also great to see innovative upholstery taking centre stage. Being voted for by industry professionals ensures the integrity of the awards. We are delighted to be nominated and it gives us a big morale boost if nothing else!


What are your aims and goals for the next twelve months?

Launch our new showroom in North West London where you will find our design-nominated furniture and a new range of luxurious cushions with weighty metal trims


Final thoughts; tell us a little more about yourself


The car you drive? Boring, family wheels for now!

Your favourite place to travel to in the world? Sydney where my husband is from

Your favourite hotel/ restaurant/ bar? Viceroy in Santa Monica

The place that gives you the most energy? Jivamukti yoga

And the place that enables you to totally relax? My parent’s weekend retreat by the sea in West Cork

Your favourite food and drink? Anything from my Ottolenghi cook book

Anything else interesting?Yes lots!