art direction for cultiver

SBD Cultiver Shoot 1
SBD Cultiver Shoot 2
SBD Cultiver shoot 3

Sundays are reserved for sleep-ins, good books and great coffee, and for our girl, Tess Robinson, this sunny Sunday was no different. A linen lover at heart, Tess appreciates the texture, the airiness and the understated sophistication that this natural fabric can bring to your home and wardrobe – that’s why this shoot with Australian lifestyle brand, CULTIVER came together so easily. Some may call it work, some call it a pleasure, either way, the result is fresh, beautiful and effortless.

Read on and learn a little more about Nicolle Sullivan, founder and CEO of CULTIVER.

SBD Cultiver shoot 3

 

  1. WHAT DO YOU DO FOR A LIVING?
    I manage CULTIVER, a lifestyle brand focussed on products that bring everyday enjoyment.
  2. DESCRIBE YOUR TYPICAL DAY?
    My own morning routine is pretty minimal, but I do have two kids to get organised before I leave the house. Each morning, I have beautiful coffee made for me by my husband and then it is a short commute to the CULTIVER HQ. I spend most days talking with my team in our open-plan office, working on product development, troubleshooting everything from a better shipping service for our customers to logistical issues and website improvements. I still spend a lot of time analysing how our customers shop and reading feedback. I also work closely with trade partners, collaborators and our Melbourne store manager – bricks and mortar is our newest channel so it is really exciting to hear what customers are saying in store. I get home about 6pm to have dinner with my husband and spend some time with my two daughters before they go to bed, then, I love to read. A book is best to stop me getting sucked into an Instagram or internet spiral.
  3. WHAT PART OF YOUR JOB WOULD PEOPLE FIND MOST SURPRISING?
    The amount of things that come up on a daily basis that we, as a team, have to work out from scratch, a solution/process/policy, etc – there is no manual for what we do, and we have to be quite creative to keep evolving and differentiating.
art direction for cultiver
art direction for cultiver
  1.  HOW DID YOUR BUSINESS IDEA COME ABOUT?
    A mixture of passion for online retail and desire to create a truly great destination for buying home goods – with world-class service and a curated selection of best in breed items.
  2. WHO OR WHAT INSPIRES YOU?
    People who are creative in how they run their business, and travel.
  3. LIFE MOTTO?
    Don’t have one! But if I did it would be something about cheese probably…
  4. WHAT HAVE BEEN SOME OF THE HIGHLIGHTS OF STARTING YOUR BRAND?
    The team of people I work with every day who are co-creators of the CULTIVER brand, the people I have met in the course of growing the business, from whom I have learnt so much and been inspired. And the other great brands we have collaborated with along the way.
art direction for cultiver
art direction for cultiver
art direction for cultiver
  1. ANY PLAYLISTS THAT ARE A ‘MUST’ IN YOUR WORKING DAY?
    I’m loving the Discover playlist on Spotify – I must be quite predictable as I get served songs I love each week!
  2. DESCRIBE CULTIVER IN 3 WORDS?
    Classic and service-oriented.
  3. FAVE THING TO DO AT THE END OF YOUR WORKING WEEK?
    Drink wine and deeply disconnect from work with the aid of my family.
  4. ANYTHING EXCITING COMING UP IN THE PIPELINE? ONLY IF IT’S NOT A SECRET, OF COURSE!
    We are excited about the opening of the Paramount House Hotel, featuring our linen in their 30 rooms. And we have some new products and colours launching in Winter this year.

To shop the CULTIVER range, head to their online store.

Photos by our girl, Tess Robinson.

SBD Cultiver Shoot 2
art direction for cultiver
art direction for cultiver
art direction for cultiver
SBD Cultiver Shoot 1

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