The New Southern | Designer Spotlight: Sara Ruffin Costello

Trading in New York for New Orleans — Sara Ruffin Costello, designer, writer and Domino’s former creative director, has allowed the South to teach her just when to work and when to play. She always finds time to stop and smell the jasmine alongside her photographer husband, three children, nine chickens and cat. She has designed a capsule collection of dresses, jewelry and homewares while also styling bohemian spaces in her current city, her old one and Los Angeles, too. Inspired by New Orleans, its heat and good comfort. Her career is built on the foundation of putting things together with the sole purpose to please.

A serious lover of books and following her own advice, Sara willingly and confidently looks past the rules. A little bit traditional and a little bit eclectic. Her curious design is dictated by harmony, pleasure and interest. She gives rooms a soul by highlighting more than just a mix of old and new. Weaving an appealing modern tone no matter how historic or classic the space — she gets provocative with it without losing sight of what is revered in old, Southern taste. Light and dark, curvy and straight, progressive and traditional. If she wouldn’t be comfortable living there, it doesn’t work. Helping to shift Southern design from unapproachable to take your shoes off at the door and come as you are — Sara embodies The New Southern through and through.

Photo: ©Paul Costello

With a distinct design style which reflects her interesting story — I felt compelled to ask more about Sara’s authentic approach.

Alyssa Rosenheck: Tell us about yourself….

Sara Ruffin Costello: I’m a designer and a writer which seems to keeps both sides of my brain occupied! I was the Creative Director at a magazine called Domino awhile back. After the magazine closed my husband photographer, Paul Costello, and I saw an opportunity to switch to Plan B. So we, and our three children, headed South from New York to New Orleans. That transition has very much defined how I now see the world. We’ve been here for about seven years. We are still as busy as we were, but definitely stop to smell the jasmine.

Photo: ©Paul Costello

Photo: ©Paul Costello

Photo: ©Paul Costello

AR: How are you modernizing / updating southern style when you design? 

SRC: Southern style can be vastly different depending on the region, but in a broad sense southern style means knowing how to live — how to kick back in your living room or lie down for a snooze on the porch sofa. Where to keep the booze, the bitters and the wine glasses. No matter the budget, you find these commonalities in every neighborhood around here. Southerners just seem to know when to work and when to play and its reflected in their homes.

AR: What innovative trends are you seeing with Southern design across the country? 

SRC: Technology is affecting how we live in a big way, so integrated systems are in demand. At the other end of that spectrum, people want to maximize time spent outdoors, that means interesting pergolas, covered porches, covered dining areas, fire pits.

AR: What are your favorite hometown design boutiques?

SRC: Sunday Shop, Karla Katz, Ann Koerner, Freda, Pilot and Powell, Saint Claude Social Club

SRC Home + Fashion line. Photo: ©Paul Costello

SRC Home + Fashion line. Photo: ©Paul Costello

SRC Home + Fashion line. Photo: ©Paul Costello

AR: Favorite shade of white and black paint color? 

SRC: For exterior: Benjamin Moore Crisp Linen. For interior: white - Donal Kauffman, DKC-100; black - Benjamin Moore Black Jack, 2133-20

AR: What’s your life motto?

SRC: I should get one one of those!  I am a curious person so that takes me on an adventurous path. Everyday I read a bit from the Stoics — That reminds me how to be. And finally — Levity,  I try to remember to lighten up when we run into problems at the studio...This ain’t life threatening stuff!

Photo: ©Paul Costello

Photo: ©Paul Costello

Photo: ©Paul Costello

AR: The one shade that changes everything? Tell us what mood it evokes and when/how you’ve used it.

SRC: I really like this dark olive color — Benjamin Moore CW-85 Randolph Gray. I’ve used it in my bedroom, in a clients stairwell, and in an entire church renovation. It makes small spaces richer, and giant spaces more comforting. It reminds me of martini olives, flak jackets and wool pea coats

AR: The place you go to get inspired?

SRC: The movies! My son is a budding filmmaker, we are constantly at the theater. I basically watch for the sets!  Travel is critical too. We just went to London and hit spots including the John Soane museum which directly influenced my work when I came back home.

Photo: ©Paul Costello

Photo: ©Paul Costello

Photo: ©Paul Costello

AR: The key to making a house a home? What does a home need more of and less of? 

SRC: Books! But spotting them in homes is getting to be as rare as seeing an old school telephone. Truthfully, making a house a home is more about attitude than anything else. I have friends with disastrous decor situations but their houses are amongst my favorite to hang out in! So who knows?! I will say, we had potential clients with disastrous home decor situations asking if we could send them ideas and they could do the job themselves….in response, we created a “DIY decorating business” where we do a site visit and send you shopping/paint, furniture plan ideas. It’s been really fun and people who couldn’t afford the whole soup to nuts hiring a decorator experience are getting my skills for a fraction of the price!! Go to sararuffincostello.com for more info.

AR: Life advice you’ve gotten that made all the difference? 

SRC: Do your hardest work two hours after you wake up. 

Photo: ©Paul Costello

AR: Design advice you’ve gotten that made all the difference? 

SRC: When it comes to decorating, I follow my own advice: Would I want this? Does it interest me? Could I live here? Is it comfortable? If the answer is no, then I haven’t done a good enough job. When it comes to styling a room, place objects as if you are composing elements for a painting. Is it pleasing? Is there harmony? Is there interest?

Photo: ©Nicole LaMotte for One Kings Lane

AR: What’s your favorite housewarming gift?

SRC: Tequila and fresh lemons.

AR: Tell us something we probably don’t know.

SRC: I love babies!

AR: Design book you’ll always have on your shelf? 

SRC: Oberto Gili’s books, Diana Vreeland and Vogue books.

AR: What’s your dream project/client?

SRC: My dream client is happening now! We just wrapped. Her house is totally her. It was a beautiful collaboration. She makes quick decisions, trusts me, but is also vocal.

AR: What’s currently on your nightstand?

SRC: Stacks and stacks of books.

Photo: ©Paul Costello

Photo: ©Paul Costello

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Elsie Larson of A Beautiful Mess New Home in Real Simple Magazine on Newsstands NOW!

It is always an absolute joy to shoot my dear friend Elsie Larson, tech maven and founder of A Beautiful Mess, who is such a champion for each and every talented creative she surrounds herself with. Today, I'm excited for you all to see our most recent collaboration for Real Simple's May 2018 Color Issue! 

Elsie's new home has an easy-going, eclectic vibe, yet it's still functional for her family's day to day life, as well as her growing career in the tech space. The New Southern is all about creating spaces for living, not just for looks, and she's mastered that mantra here creatively and with comfort in mind. Elsie chose a deep shade of hunter green as a common thread throughout, which feels fresh and neutral all at once. I'm seeing these new neutrals more and more -- deep shades of black, green, and navy -- that are used as casually as beige and ivory. You'll notice it on the velvet living room sofa, the kitchen cabinets, rimming the bathtub and even the front door. 

This entire shoot day was a dream, especially those sweet moments spent with Elsie and Jeremy's daughter Nova, who until then had never sat for a proper photo shoot! I'm also so thrilled to have worked with Muzam and Stephanie from the wonderful Real Simple team along with my gal pal Colson!! Projects like this remind me how important thoughtful collaboration really is, as well as how grateful I am to be surrounded by like-minded creatives who invest in and empower those who collaborate with them. Thank you so much to Real Simple for this amazing opportunity and as always, thank you to Elsie for always believing in me, my work, and The New Southern!

To see the feature, head to RealSimple.com or grab their Color Issue, on stands now! Xx

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The New Southern | Entrepreneur Spotlight: Monelle Totah + Gary McNatton, Founders of Hudson Grace

When creative minds come together the force is truly unstoppable. The ability and the moment when a collective of creativity translates into the seamless completion of a project — this is something that I continue to deeply admire and have grown to learn the power of through personal experience. Monelle Totah and Gary McNatton are two best friends that are an exquisite display of the capacity that comes along with joint artistry. Both coming to the table with a history of close to 30 years in retail, product development, merchandising, marketing and design — their love of home and longing for European quality product lead them to what they call “the real real”. Their friendship became a sensational working relationship which has allowed them to bring a dream to fruition.

The pair’s home goods brand, Hudson Grace, was born out of a shared love for entertaining. The silhouette of a plate, bowl or pitcher — pure, simple, strong products that are authentic and true. Their knowledge of family owned European factories allowed them to revitalize the concept and produce authentic pieces unique to them. By bringing together their talents they shaped something larger than life. After spending months in Italy, France England and Western Europe hunting and selecting the most ideal of pieces...Homes around the world are now collecting bits from the brand which will outlive their crafters and withstand the test of time. Having a hand in creating these beloved staples that homeowners will cherish and pass on is a beautiful thing. The collection is timeless, well-curated, and one-of-a-kind — offering just the right kind of collected eclecticness that every home needs.

Gary and Monelle have an admiration for old mixed with new. They focus on gracious entertaining, soulful lines and respect of tradition while choosing to be happy. Continuing in New Southern fashion, they also understand the moxie of simplicity. These two have an anchored hold on visual inspiration, modernized Southern Style, and what it takes to become successful creative entrepreneurs.

Photo: ©Hudson Grace

They are not trying to be everything to everyone — but their aesthetics are everything to us! Which is why we couldn’t wait to speak with them about Hudson Grace and all-things design!

Alyssa Rosenheck: Tell us about yourself...

Monelle Totah + Gary McNatton: Hudson Grace was founded in 2012 by us, Monelle Totah and Gary McNatton, two best friends — based on our shared love for retail and design. We combined our talents and passion to create a brand that offers a beautiful but practical collection of home goods. While our expertise is in offering chic home decor products, Hudson Grace offers four signature candle scents that are created by founder and fragrance-designer McNatton. With three decades of experience delivering award-winning design and production in personal care, fine fragrance, home product and package design. During his eight-year tenure as Senior Vice President at Gap Inc., he developed the retailer’s personal-care business into a $200 million-a-year business. He’s passionate about the authenticity and simplicity of Hudson Grace products. Likewise, Monelle Totah, a native of Louisiana, has extensive retail experience in home and tabletop product development for Williams-Sonoma and Banana Republic. She scours European markets for one-of-a-kind items that sometimes wind up as the basis for new product lines made exclusively for Hudson Grace. Our shared love for entertaining inspires their collection.

Photo: ©Hudson Grace

Photo: ©Hudson Grace

AR: The shop is filled with visual inspiration from room to room...How has the shop contributed to the modernization or updated Southern Style?

MT + GM: New southern style is very much what we are, the juxtaposition of mixing family heirlooms and cherished pieces w pure simple modern lines. By doing so the vintage pieces and new modern pieces have room to breathe - and allow themselves to be viewed and appreciated. It’s not one room or one house filled with one thought — by the blend of heirloom and modern it’s like opening a door and allowing the air to come in. This is how we visualize the Southern home — this is our way of approaching decorating your home....a mix of your grandmother's buffet with modern clean dinnerware and serveware...It makes vintage new again.
 

Founded in 2012 with its first location in San Francisco’s stylish Presidio Heights neighborhood, Hudson Grace originates from our minds and hearts.

Hudson Grace is itself a product of the juxtaposition of a duos’ aesthetics and joint pedigree in retail and design. Her eclectic yet refined style paired with his love for modern, simple yet soulful silhouettes to form the brand’s timeless and covet-able identity and accessible approach to home design and modern, gracious entertaining. 

Photo: ©Hudson Grace

AR: How have you mastered all the growth with the shop and is there structure or tips you may share when you grow rapidly? 

MT + GM: A sense of humor helps a lot, and a drink nearby! Sometimes you have to stop and breathe — go to the top of the star and look down. Sometimes you can get lost in the race. For example, this year we are focusing online, as we have been a brick and mortar brand (the foundation of our brand to date) but in this new year we are committed to developing our online presence across the US.

AR: What advice do you have for creative entrepreneurs?

MT + GM: Stay focused. And always be true to yourself. Don’t look at others to imitate — do what you believe in. Authentic always wins.

AR: What’s your life motto?

MT: Choose Happy.
GM: In simplicity there is longevity.

Photo: ©Hudson Grace

Photo: ©Hudson Grace

Photo: ©Hudson Grace

AR: How do you continue to differentiate yourself in the marketplace?

MT + GM: Be ourselves and look forward.

AR: The place you go to get inspired?

MT + GM: Where do we not? In the homes of friends, in museums, flea markets, even sitting in a bar and discovering the perfect martini glass.

AR: The key to making a house a home? What does a home need more of and less of?

MT + GM: The mix of old and new.

AR: Design advice you’ve received that made all the difference?

MT + GM: Don’t try and be everything to everyone.

AR:  What’s your advice for mixing old with new?

MT + GM: We love the juxtaposition. Old makes new look more new, and new makes old authentic. 

Photo: ©Hudson Grace

AR: What’s your favorite housewarming gift?

MT: A beautiful scented candle.
GM: A bundle of white sage for renewing and refreshing.

AR: The greatest color combination that ever existed?

GM: Orange and black.
MT: White on white.

AR: What does “The New Southern” mean to you?

GM + MT: It’s the beautiful respect of tradition, that touch of formality, and there’s always a cocktail involved.

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My Recent Conversation on Caroline Hobby’s Get Real Podcast on ITUNES!

If you’ve followed my journey for some time, you know how much I adore Podcasts. They’re the perfect way to clear my mind or learn something new, especially when traveling or sitting in my office for hours on end editing. So when Caroline Hobby reached out asking me to be a guest on her podcast, Get Real, I of course jumped at the opportunity to have a soulful conversation.

Caroline, whose journey began on the Amazing Race, boasts a vivacious personality and no-frills mentality, which has lured scores of Music Industry celebrities and creatives to appear on Get Real. Today, I’m excited to share our episode, also featuring singer songwriter Sarah Anne Davidson, where we dish out business secrets, success stories (and many pitfalls), and the importance of building like-minded, supportive communities within the creative industry. This was probably the most fun I have had on a podcast and it was solely due to the combination of being vulnerability and a willingness to come from a place of sharing our life experiences in an environment of total support.

It was such an inspiring day to sit in conversation with these strong and loving women, and it served as yet another reminder that female creatives and entreprenuers are so much stronger when we’re surrounded by fellow women who build us up. Thanks so much, Caroline, for including me, and thanks to you all for your continued support! Sending my love and keep shining bright Xx

Caroline Hobby

Alyssa Rosenheck

Sarah Davidson ©JodyDomingue

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