After starting her new online business venture, HART : LDN only two years ago, Tiffany Jade Benn is now making more than 1,500 Australian-designed, home décor products accessible to interior enthusiasts worldwide. DWD spoke to Tiffany about the troubles and triumphs of taking on the world.
Originally in the finance industry, Tiffany was granted a ‘get out of jail free’ and three days later, she was spearheading her way into the interiors industry. Sitting in the local library, Tiffany was thinking about her love of decorating that she shared with her mother who also had a passion for turning a house into a home. Like one of those cliché light bulb moments, Tiffany thought how incredible it would be to combine her hobby with her finance experience and start an online business selling products that will go into people’s homes all around the world.
“𝐼 𝒷𝑒𝓁𝒾𝑒𝓋𝑒 𝓉𝒽𝒶𝓉 𝒜𝓊𝓈𝓉𝓇𝒶𝓁𝒾𝒶𝓃 𝒽𝑜𝓂𝑒 𝑔𝓇𝑜𝓌𝓃 𝒹𝑒𝓈𝒾𝑔𝓃 𝓉𝒶𝓁𝑒𝓃𝓉 𝒾𝓈 𝑜𝓊𝓉𝓈𝓉𝒶𝓃𝒹𝒾𝓃𝑔 𝒶𝓃𝒹 𝒸𝒶𝓃 𝒶𝒷𝓈𝑜𝓁𝓊𝓉𝑒𝓁𝓎 𝒸𝑜𝓂𝓅𝑒𝓉𝑒 𝑜𝓃 𝓉𝒽𝑒 𝒾𝓃𝓉𝑒𝓇𝓃𝒶𝓉𝒾𝑜𝓃𝒶𝓁 𝓈𝓉𝒶𝑔𝑒,” says Tiffany Jade Benn, founder of HART : LDN.
The name HART : LDN came from a combination of Tiffany’s mothers’ maiden name, Hart and the city which she so dearly loved and lived in throughout her twenties; London. In order to get the business running, Tiffany needed product. Researching online and scrolling through various social media channels, Tiffany was able to decipher what was trending and what customers wanted. Although designers now approach her rather than the other way around, Tiffany believes that part of her success is based on the relationship she manifests and fosters with every designer she works with.
“𝐼 𝓉𝒶𝓁𝓀 𝓉𝑜 𝓉𝒽𝑒 𝒹𝑒𝓈𝒾𝑔𝓃𝑒𝓇𝓈 𝒶𝓃𝒹 𝓌𝑒 𝓌𝑜𝓇𝓀 𝑜𝓊𝓉 𝒾𝒻 𝓌𝑒 𝒻𝒾𝓉 𝓌𝑒𝓁𝓁 𝓉𝑜𝑔𝑒𝓉𝒽𝑒𝓇 𝒶𝓃𝒹 𝓂𝒶𝓀𝑒 𝓈𝓊𝓇𝑒 𝓌𝑒 𝒽𝒶𝓋𝑒 𝓉𝒽𝑒 𝓈𝒶𝓂𝑒 𝓋𝒶𝓁𝓊𝑒𝓈 𝒻𝑜𝓇 𝑜𝓊𝓇 𝒷𝓊𝓈𝒾𝓃𝑒𝓈𝓈𝑒𝓈. 𝐼 𝓉𝓇𝓎 𝓉𝑜 𝒷𝓊𝒾𝓁𝒹 𝓇𝑒𝓁𝒶𝓉𝒾𝑜𝓃𝓈𝒽𝒾𝓅𝓈 𝓌𝒾𝓉𝒽 𝓉𝒽𝑒 𝒹𝑒𝓈𝒾𝑔𝓃𝑒𝓇𝓈. 𝐼 𝒹𝑜𝓃’𝓉 𝓌𝒶𝓃𝓉 𝓉𝑜 𝒿𝓊𝓈𝓉 𝒷𝑒 𝒶 𝓂𝒶𝓇𝓀𝑒𝓉𝓅𝓁𝒶𝒸𝑒; 𝐼 𝓌𝒶𝓃𝓉 𝓉𝒽𝑒𝓂 𝓉𝑜 𝒻𝑒𝑒𝓁 𝓅𝒶𝓇𝓉 𝑜𝒻 𝓉𝒽𝑒 𝒻𝒶𝓂𝒾𝓁𝓎,” says Tiffany.
Not just an amazing platform for Australian designers to access the worldwide market, HART : LDN is also doing its bit for the local community. When Tiffany met Sally Irwin, founder of The Freedom Hub, a charity aimed at rebuilding the lives of those who’ve been affected by human trafficking in Australia, she immediately wanted to support the cause in whatever way she could. HART : LDN designers customise products specifically for The Freedom Hub, and they are sold online as well as in The Freedom Hub Café in Sydney. 100% of the profits go directly to the cause.
With the desire to become the number one shopping destination for Australian-designed home décor, right now Tiffany is focusing on constantly building her relationships with designers and growing HART : LDN’s product range.
Check out all the products available from HART : LDN here.
DWD’s pick from HART : LDN’s product range:
Hang It Designs Knot Cushion in Mint, AUS$70 (approx. £40 + international shipping)