Talk Shop: Caroline Downing Nadel // Founder & Creative Director of Wicklewood
ABOUT CAROLINE
Caroline Downing Nadel was born and raised in London but later moved to the States to study history at Yale. Afterward, she lived in NYC for five years, working at Tory Burch and Maiyet, where she learned the power of a brand and the concept of luxury and ethics, all while consistently rooted in a ‘no compromise’ design ethos. She returned to London in 2015 and launched Wicklewood, a Fenimore Lane favorite, in late 2017.
Caroline and her partner, Rosie Axford, launched the female-founded, globally inspired interiors company after moving from place to place in their twenties. In each new place, they sought to bring their homes to life by decorating in their signature style. Frustrated by the lack of affordable design options that change with each season, mood, or move, the idea for Wicklewood was born to provide people with an easy, colorful interior design solution and bring the colors of the world to their homes.
What’s even more amazing is all of their décor is designed by them in their London studio and partner with craftspeople globally to bring our products to life by incorporating artisanal techniques, fair wages, and ethical production with our luxury aesthetic. You can shop from Wicklewood’s curated collection online , and can visit Wicklewood’s flagship store, Number 13, in London! We loved sitting down with Caroline and talking about her past experience, starting Wickewood, and more!
Describe your style in three words or less:
Colourful, characterful, trend-bucking.
What have been the three biggest influences on your aesthetic in your life:
(1) My mother and her British fabric and wallpaper company, Blithfield, boasts an extensive range of colourful, printed, and woven designs inspired by antique documents from around the world. I grew up surrounded by fabrics, going to trade shows every weekend and helping cut samples. Textiles have always been part of my life.
(2) My great great grandmother, Lily DeJongh Osborne. After studying History at Yale I was eager to learn more about my own family history. Lily was a Dutch woman born in Costa Rica who spent much of her life in Guatemala pursuing her passion for collecting rare Mesoamerican textiles. She had a love of meeting new people and a distaste for ladies’ luncheons. Instead, Lilly traveled on horseback across the country trading new textiles with old and dedicating decades to becoming a prolific collector, writer, and lecturer. Both Lilly’s legendary stories and collection — at one point, the world’s largest of Guatemalan textiles —first sparked my interest in design and the eventual creation of Wicklewood.
(3) Travel. Before the pandemic and having twins (!!) I travelled a lot and my interior aesthetic has always been inspired by the places I visited. Whenever I travel, I seem to find myself in the corner of a small antique shop rummaging through old pieces (to my husband's dismay) for hours in search of hidden treasure. It's always hard for me to retreat and usually when I do, it is with something special.
How did you start your company, and/or what is your favorite thing about what you do:
I started Wicklewood to give people an easy interior design solution. It is designed for people who might not be ready for big interior design fees but have moved beyond the high street and are looking to invest in key pieces that can move with them from room to room or flat to house, and help transform each space. In 2017 after spending 2 years travelling the world meeting artisans and designing and building my inaugural collection I brought my business partner, Rosie, onboard to help me launch the business. Still, to this day, my favourite part of the job is getting to see the ideas I have in my head be brought to life. There is something so satisfactory about watching a product go from a mere concept or idea into an actual product. And it’s even more incredible to then watch other people buy said product and to see it in their homes.
Do you have a mentor in your career, and if so, how have they helped to shape your trajectory:
The ladies from Blithfield - my mother Liz Downing and her business partner Anne Dubbs. They taught me how to build a business (Blithfield is now in its 22nd year) and how to make something that you love into a career.
What does your home say about you:
My house is a fifteenth-century English country house and so it is quirky and full of stories, just like me. I have decorated the house to reflect my love of colour and pattern, from custom printed green Blithfield wallpaper in the front hallway to decorative painting on the beams in my playroom, my house is full of character and is a place where I can simultaneously relax and have fun!
Where do you find inspiration:
The inspiration behind Wicklewood’s inaugural collection came primarily from antique and vintage documents and textiles collected by my great great grandmother, Lilly de Jongh. She also wrote many books on traditional Guatemalan garments and what they symbolize, which I still constantly revert back to inspire new textile, ceramics, block-print designs.
I historically would have said travelling inspires me but with the pandemic (and having twins!) I reluctantly turned to Instagram for inspiration. At first, I was dubious and concerned I would just be shown images of what was currently on trend (I like to make sure everything I design is original, different, and new) but I soon discovered it was not only a great platform to get inspiration from but also to connect with artisans globally who I would have normally gone to meet in person pre-pandemic.
Who is your style icon:
Frida Khalo
What are your key ingredients for entertaining:
A playful tabletop… lots of hors d'oeuvres and ice-cold rosé! Start from the bottom and layer up, a good tablecloth is key, as many items from your table will be cleared away by the end of the evening, so having a good base is essential to stop the table from looking bare at the end of the night. Flowers are a necessity, the wilder the better in my opinion.
Do you collect anything:
Huipiles. These are traditional Central American garments or dresses. I originally discovered them in Lilly’s collection and recently sourced some vintage ones which I had beautifully framed. They got so much attention I decided to make some for Wicklewood and we can’t keep them on the shelves. I’ve recently purchased five new huipiles to wear throughout summer, they are so comfortable, colourful, and intricately detailed.
Favorite Instagram account to follow for inspiration:
‘@unhuipil_aldia is my current favourite place to find textile inspiration on Instagram.
What design “rule” do you always follow, and which is made to be broken:
When purchasing decorative items I always buy in odd numbers, I usually work in 3s. They sit much better together than pairs of anything even, which looks much too put together and set.
Which is made to be broken?
Red and pink colour combo - for me it works brilliantly. My bathroom is covered in Ottoline’s Tulips of Belgravia in red and pink.
What are you working on right now:
We have a really exciting collaboration with Tess Newall coming out very soon. She has painted a collection of lampshades for us using our designs as inspiration - we’ve teased a few images on IG and the reaction has been overwhelming. I’m also working on our second collection with CSAO. It includes a collection of our cushions which have been sent to some of the best artisans in Senegal to have CSAO’s signature designs embroidered on the front. Our first collection sold out in days so we’re excited to release another one with them.
Wardrobe staples:
Headbands, I wear them every day, they are such a great way to add colour to any outfit. Colourful, chunky embroidered knitwear for the winter and handmade Mexican dresses for summer months.
Favorite fabric/wallpaper:
I recently added Mallorcan ikats from Artesania Textil Bujosa to the plethora of fabrics that adorn my home. These designs are classic yet contemporary and I really enjoy the colour combinations. Blithfield Ikat in blue is also a firm fave. I just did my whole bedroom in it - walls and curtains to match. I also adore Pierre Frey’s Pommes De Pin, a favorite in my family, I have it all over my living room. It is such a timeless design and makes me feel at home!
Best interior advice you ever received:
Interiors are all about balance and layers in colours, textures, pattern
Best career advice you ever received:
Find a business partner! Rosie and I work on completely opposite sides of the business and often say we “meet at the photoshoot”. However, you need someone to bounce ideas and concerns off on a daily basis. In my opinion, it’s essential.
Types of home purchases you invest in, and save on:
I am very picky about my bed linens and splurge when it comes to them. I save my pennies by shopping at antiques fairs and markets - I love them. They’re great for finding antique pieces that really make your home stand out from the next, and you can find some incredible deals, especially on furniture.
Your greatest extravagance:
Art. Art makes me happy. My most recent art purchase was a piece by Adam Graves from the Wilson Stephens & Jones Gallery in Notting Hill. The gallery is so enticing and I gain a lot of enjoyment learning about new artists through them. I am also particularly fond of prints, as is apparent in the Wicklewood aesthetic. I find Japanese woodblocks very calming and serene and have the four seasons by Kazuyuki Ohtsu’s in my home. Artist Pegge Hopper is also a firm family favourite as she reminds me of my family in Hawaii and my time spent on the islands.
Favorite places to shop for home:
John Derian in New York. Whenever I visit I spend hours looking through all of the trays and ceramics beautifully layered in the shop. I also love 8 Holland Street in London, they have a fabulous variety of vintage and new pieces and I love their art. I also enjoy sleuthing out vintage pieces online either through large platforms like Pamono or smaller vintage shops like Anemone Interiors which have a wide selection of beautiful antique pieces.
Most prized possession and why:
My passport, without it I couldn’t have the freedom to travel the world to meet amazing people and see the beautiful things which I love to scout out.
I also collect Tree of Life candlesticks by Heron Martinez Mendoza, they are so fun and each is so unique
Your interiors motto:
You can never have too much colour
Your life motto:
Sunnyside Up
Advice for someone looking to define their own interior style:
Paint companies will tell you to start with the walls, furniture companies will tell you to start with the biggest items in the room, but I think you should start with the piece or pieces you love the most and work out from there. That way the room is schemed around items that mean a lot to you and make you happy. And try not to follow all the trends, it will make any space feel very alien. Inject your own signature style on top of trends you are drawn to give it your own personal stamp.
Take Ten: My Favorite…
Food: Papaya and ice cream - but not together.
Drink: Ice cold Provence Rosé
Film: Out of Africa
Hotel: El Fenn, Marrakech or Casa Palopo, Guatemala
City: London
Bedding: Schweitzer or Porthault
Tea or Coffee (and how do you take it): coffee, flat white with oat milk, extra hot.
Playlist: I am enjoying George Ezra at the moment but usually listen to a lot of classics
Weekend Activity: Rambling the English countryside
Design Book: Beige Is Not a Color by Carlos Mota