Family owned and operated, St Clements has gained a reputation for contemporary and relaxed furniture that is never without a functional essence, fitting into the lifestyles and homes of many New Zealanders. Whether it’s one of the slipcovered linen sofas or an impressive New York mirror, it is this timeless approach to interior pieces that makes St Clements a firm favourite when it comes to furnishing a home. 

Zara Overton spoke with owners Jonathon and Cameron to find out about the story behind the brand, the Newmarket showroom and inspiration in the age of social media.

NEWMARKET. Can you tell us about the story behind St Clements? What led you to open a store?

ST CLEMENTS. During a family holiday in the Far North of New Zealand, we (3 siblings –Tia, Jonathon & Cameron) loosely came up with a concept for a furniture store that was contemporary, relaxed and what we thought was missing from the New Zealand marketplace at the time. We soon decided on a showroom in Auckland opening our first store in France Street, Eden Terrace in 2015.

N. How did you decide on the name ‘St Clements’?

SC. St Clements is the name of a small chapel in Ahipara, New Zealand (Far North), where our mother’s whānau is from. It is a special place for us as a family and felt like it was a good fit as the name for our brand.

N. What is it that interests you about furniture and design?

SC. I (Jonathon) have a Bachelor's Degree in Design that majored in furniture. However, we have always collectively shared a passion for design and the arts.

N. How do you think furniture and homewares trends have shifted over the past few years? Have you noticed a difference in how people are shopping when it comes to furniture? 

SC. We have seen a shift to a more eclectic, nostalgic approach to interiors. We’re now spoilt with resources such as Instagram, Pinterest and channels like Masterclass, making inspiration so accessible. Shopping is so simple now - Instagram in particular has made shopping so dynamic.

N. In your opinion, what is the most overrated furniture trend?

SC. Hey, one man’s butter is another man’s cream...

N. How would you describe your style when it comes to interiors?

SC. Minimal eclecticism.

N. The rise of social media channels like Instagram and Pinterest has given individuals a platform they can look to for inspiration and ideas. What impact has social media had on your business?

SC. Social media not only allows us to inspire a vivid lifestyle image but it also gives us platforms (Instagram, Google, Facebook etc) to sell these concepts. Our reach has expanded exponentially through these channels.

N. What is your must-have furniture piece?

SC. Honestly, the New York Box and Standard Mirrors are always going to be timeless pieces in our collection. There is no space they don’t belong.

N. Where do you look to for inspiration? 

SC. Like anyone, we look to design, fashion, art, films and TV, music and food culture as these are always a source of inspiration.

N. What is the best part about having a showroom in Newmarket?

SC. Newmarket encompasses the perfect mix of high and low shopping destinations, dining, cinema and art. We love the shopping precinct we’re in for its beautiful historic buildings, cobble stone laneways and the best yum char in Auckland!

N. The shift to remote working as a result of the COVID pandemic has led people to have a greater appreciation for their home space. Have you noticed any changes to how your customers are shopping as a result of COVID?

SC. Yes certainly, with the amount of time spent at home increasing because of Covid, there has been a new desire to be functional, and relaxing, while also keeping a certain style. You have families spending more time together, and you really get to know the ins and outs, and what works best for the property. Customers are more aware of the space they have to work with, and have increased seating for dining and lounging areas. We love that we are seeing a more family-oriented approach to furniture because of that situation.

N. What advice would you give to someone who is looking to invest in key pieces for their home? 

SC. Be bold, and brave. The stories of your individual items are as important as the overall curation.

N. Your Newmarket showroom opened on Kent Street in 2020. What was it that attracted you to the space?

SC. It had both a nostalgic yet contemporary feel with the texture of distressed brick juxtaposed with panoramic glass. It also features an original gantry from a period of Newmarket’s industrial era.

N. What has been one of the biggest lessons that you have had running your own business?

SC. Learning our customers, and what we are to them. There is so much to learn from your customers, and that shapes your designs and your direction, whether it be an extra cushion, a small detail, or a new colour. We hear a lot from the sales floor, and from our interior design community, what is working, and what isn’t. We try to see new designs 6 months to a year ahead, and we make changes to suit. We really are displaying a way of life that we would like to see, and that inspires them and us to look beyond and achieve a cool aesthetic to live amongst and enjoy.

N. What can we expect from St Clements in 2022?

SC. Beautiful new pieces, something for outside... watch this space!