Q & A Interview with Christine Turvey, Neue Blvd
About Neue Blvd:
Neue Blvd is an online interior and lifestyle e-boutique. We sell a range of lifestyle products and accessories with our greatest platform being social media. The name ‘Neue Blvd’ is a representation of my ‘new’ brand. Neue is German for new, and Blvd, a representation of ‘bringing it to the streets’ where our well-sourced luxury products are made accessible to the general public.
Where did you love of interiors, homewares and wardrobe stem from?
I have a bachelor degree in Interior Architecture and an ongoing passion for Interior Design. I started this business in 2012, having returned from London, where I had worked for Candy & Candy along with some of the most high profile names in the UK’s Interior Industry.
I was keen to continue working in the design world and wanted to bring these world-class designs and homewares to my design savvy clients and customers in Australia.
How would you best describe the Neue Blvd style?
Our style is modern with a touch of luxury.
What is your creative process you go through when designing products for your brand?
I like to read a lot of international luxury home magazines to see what is on trend before it hits Australia. Social Media is also a great way to see what is popular in homewares and lifestyle. It’s great to be able to keep on top of trends this way. Neue Blvd has done a lot of different collections over the years, evolving and improving to where we are today. We listen to what our customers want and we deliver.
I always had a clear vision for my brand. I am a very focused and direct person with my own sense of style and I wanted to bring this clarity to Neue Blvd and our product range. I have an amazing team underneath me, who help with bringing my ideas and designs to fruition.
We spend a lot of time brainstorming new ideas, sketching designs, collecting samples of fabrics and colourways and emailing our suppliers. There is a long time between the initial idea and the finished product! We want our designs to be on trend, if not an up and coming trend.
Take for example our key tags and key rings, they must be functional yet well made. We test them out before making final decisions, they must be perfect.
How has your business evolved over the years?
We first started under the name of Abode Australia, predominantly specialising in luxurious homewares and furniture. From there, we begin to develop our own line of products and the popularity of these items grew. We listened to our customers and our business evolved and so did our new name ‘Neue Blvd’.
What has been a fundamental element to the growth of your business?
Our social media platform is our main advertising medium and enables us to best display our product. We have grown our following, organically, from the beginning.
Hard question….but what are currently the 3 most popular items from your range?
1. Our monogramed sleepwear line, designed and monogrammed by us at NBHQ
2. Our metallic glassware, we are always selling out and having to re-stock!
3. Our bedding collection, which can also be personalised