mydeco.com in conversation with Keith, from fauxfurthrows.

What's the ethos behind your brand?
Our mission is to bring the best quality, British-made faux fur products to a worldwide online shopping market, and to make that shopping experience as interesting, informative and pleasurable as possible. This all must be combined with an excellence in customer service.
Who is your favourite designer and why?
Speaking personally, I admire the work of John Amabile, for its clean and uncluttered lines, without necessarily being minimalist.
Where do you find inspiration for your new collections?
This is a difficult question to answer, as we do not commission particular fabric designs at all, but each season we are presented with new ones by the manufacturers, and make our selections based on our interpretation of current interior trends and colour ways. We do listen very carefully to what our customers are wanting, and have largely been responsible for the popularisation of the Long Runner (240 x 140 cm) bed throw which is particularly now in favour for King Size beds. However, we do sometimes brainstorm for new products in faux fur other than purely throws. One idea that we first mooted over two years ago, designer faux fur handbags, has finally come to fruition this season!
Whose home would you most like to look inside?
A certain customer of ours, who we know is not a trade customer, because of the unusually large amount of our products she has purchased over the past few years! We would just like to know exactly what she is doing with all those throws and cushions!
What do you like most about mydeco and which product from the site would you most like to have in your home?
I love the uncluttered design of the site itself and how easy it is to find what you are looking for, or maybe just to get ideas for a new room makeover. The design tools are great too. Most of all however, the selection of products which are of quality, original and inspirational, when so much else on the web these days is widespread and duplicated. I am very much taken by the Enzo Square Dining Table featured on mydeco for its pure elegance and simplicity. A dining room makeover is on the cards after Christmas!