Mid-century modern furniture is often so beautiful and timeless, that it needs very little more than a clean and a polish. Sleek lines, minimalist looks and striking features, even after so many decades, those Scandinavian style sideboards, coffee tables and armchairs from the 1950s and 60s still look gorgeous. But some pieces become even better when someone with a good eye gets their hands on them. Caroline George of Roc Studio in Edinburgh, is one of those people. Her signature style includes strong geometric patterns to enhance the shape of the furniture. Today I am interviewing Caroline to find out more about her creative business.
Caroline, tell us more about yourself! What is your business and what do you offer?
I am the founder of Roc Studio and I bring unloved pieces of furniture back to life with my surface pattern designs. I source furniture myself, often mid-century classics like G-plan or Ercol, or customers can bring in their own pieces for a contemporary update. My business is in Edinburgh, which is also my home, where I live with my husband and two children.
What made you want to start this type of business?
I started my own business upcycling furniture already 11 years ago. First it was called Trash furniture, but it has since evolved into Roc. My degree is originally in fashion and textiles, but after working fashion for a bit I fell into interiors. I worked as a visual merchandiser at Habitat which fuelled my love for all things decor. After that I worked in property, staging and designing show homes for an upmarket developer. In 2009, I decided to turn my passion for vintage furniture into a business and I still love it. I am passionate about using what we have, being sustainable and creating an eclectic home and this is very much in the spirit of Roc as well.
What do you love most about your work?
The freedom of working for yourself is great, I kind of make it up as I go along, but it means I can pick my kids up from school and be there for them. It is not always easy juggling everything, but I wouldn’t change it.
How do you choose pieces and what is your creative process with them?
Most of the pieces I work on are a bit battered and in need of some TLC. A client might come to me with a piece of furniture or sometimes I already have a piece in my workshop, which needs an update. I don’t like to overdo the furniture and am quite minimalist in a way. I tend to work with the lines of the furniture, so if it has round handles for instance, then the design might feature circles. I always try and use colours for my designs that really bring out the beautiful warm tones in the Mid-century teak wood. Often, the client will also have an idea of the designs they like, a colour scheme in the room it sits in, or sometimes it’s just a piece of art work that they like that I can take some inspiration from.
It is quite a process from start to finish and can take many weeks. It’s not just a lick of paint and a few new drawer knobs. Usually I strip the piece of all the old varnish and if anything needs fixed then that gets done too. The doors might come off for painting, or the drawers stripped for new felt. There is always more work than you think, but the end result always makes me happy and my customers, which is the most important thing.
How has the 2020 lockdown affected your business?
At first, it was all such a shock for everyone. But I tried to keep going and then suspected I had the virus, which put me out of action for a couple of months, as I was very ill. I recovered though and still had a couple of commissions to do, so I have just continued working. Luckily my clients keep asking for furniture, so I am still surviving! I just need to keep my fingers crossed that it continues into 2021, but I stay positive.
How do customers find you, and what are your business challenges?
During lockdown, I built my new website, and I was really proud of myself that I got it done. I have an online shop on there now too, which is a new thing for me, and something I would like to build on next year. I am on all the usual social media channels, and I am trying to get better at PR and putting myself out there! Time is also always an issue. There’s never enough of it to fit everything in, so that is definitely an ongoing challenge for me. And knowing my value. Creatives are notorious for undercharging and over delivering!
What is the next step for Roc?
My goal is a bigger workshop next year with space to make my life easier. I would also like to take a holiday, haha! And I have been saying it for a long time now, but I would love to design some new products that are not quite as big as the furniture. And although most of my clients are in the UK, and especially in Edinburgh and London, I recently shipped furniture to the Netherlands, and I am now looking into shipping to Italy.
You may spot some Roc pieces where you are soon. If you are interested in seeing more of Caroline’s designs, have a look at the Roc website.