Behind the brand / Pierce & Ward
With an a-list clientele including Leonardo DiCaprio, Karen Elson, Brie Larson and Lily Aldridge, design duo Louisa Pierce & Emily Ward are experts in capturing personality within one’s home. Led by friendship, kinship and instinct, each look to the undertones within the human experience, and how this can be made to share. We sat with the pair in their store to find out what it means to be a female-led business in the modern world, how empathy will always win, as well as their take on things to come.
You’ve been a design duo for over a decade now, how did you meet and what drew you to one another?
We met through Louisa’s husband, Austin Scaggs. He was friends with my (now) ex-husband, Pat Carney. We started double dating and quickly fell in love... Soon enough, we discovered a shared love of design which eventually led to a collaboration on my (Emily’s) home. It was magic when we worked together, and we haven’t stopped since.
As well as designers, it seems it would be fair to call you entrepreneurs. How did you make the decision to go into a business together?
It feels like we didn’t have a choice in the matter. We were very lucky early on to have friends who trusted us and kept referring us to their friends. It just made sense and the work kept happening. We still feel very lucky 11 years later...
Emily wears the Peony Dress and Louisa wears the Cassidy Blouse and Cassidy Pant.
You’ve said before that your “goal when we design a home is to make it appear as though the person has lived there for a long time,” which is such an inspiring sentiment to be led by – to imbue a space with history and personality rather than be led purely by aesthetic. How does this influence both your design and products?
We really don’t work in a traditional way. Over the years, we started collecting anything and everything we loved. We had installs where we were able to incorporate these purchases into homes, and this made each space feel uniquely collected rather than having the feel of a showroom or “too cohesive/contrived” in a way. It’s also a fun challenge for us to mix our clients own loved items into a new space - you can feel the love and unique personality when you use people’s art/photographs/collections.
There is an eclecticism to your style that speaks to joy and using one’s space to tell the story of their life. It all feels very optimistic, instinctual and made to share. Would you say these are important facets of your own lives?
Absolutely, yes!! We live and breathe “work”. Even when the workday stops, we are both changing our own spaces constantly. Made to share is a lovely way of putting what we do, because we share so much with each other - it’s what keeps us evolving and never creating the same house twice...something we are very proud of.
Louisa wears the Cassidy Blouse and Cassidy Pant and Emily wears the Oakley Midi Dress.
Los Feliz is known for its world-famous architecture and vibrant entertainment options (as well as a home to a few of your celebrity clients), how did you know this was the place to open shop and how did it influence your design approach?
We looked around LA and love the parts of the city where other designers have set up shop, but Los Feliz has the best neighbourhood feeling. We really wanted our shop to be a part of the community – somewhere where people can drop in and say hi, feel inspired, ask us questions, and maybe even meet one another. For the design, we knew we had a chance to try something we’ve never done before, so we went back to some of our favourite inspirations, and it all came together.
The tones throughout the store are so warm and inviting, (which you’ve perfectly matched with the Southfield Green walls by the way). What is your approach to color and why are earth tones so central?
Earth tones are something we always use. We are so inspired by the colours we see around us on walks in our towns and the beach - both muted and extraordinary. From this, we start with a colour foundation that makes us feel the best and build around that in a room or space. From there, the more patterns we add, the more it all works together and becomes harmonious. The shop was like that - we took Southfield Green and radicalized it by making the floor epoxy and reflective. No matter what we put in there, it always looks beautiful and fresh.
Louisa wears the Clyde Blouse.
What is each of your best piece of mentoring advice for women wanting to start their own business?
Trust yourself! And when you need help, don’t be afraid to ask for it!
Emily wears the Clyde Dress.
Could you each describe the other in 5 words?
Emily on Louisa: Fearless, Brilliant, Original, Honest, Bossy
Louisa on Emily: Organized, Hysterical, Neurotic, Genius, Loyal
How do you balance your friendship with co-running the business?
We feel lucky because we never end our day with any conflict - we are able to naturally work it out. And since we share so much in our life, our empathy for one another is huge and helps us navigate any challenges we may have.
What’s next for you both?
At the end of 2022, we did a soft launch of our website which we are very excited about! We started making Pierce & Ward furniture and lighting, plus our famous pillows are available on our site as well. We also have amazing art and vintage pieces we are very excited about. We have some other fun things in the pipeline, and, of course, we have the best clients who keep coming back and giving us the chance to make our design magic.
Photographer: Bliss Braoudakis
BEHIND THE BRAND / PIERCE & WARD
With an a-list clientele including Leonardo DiCaprio, Karen Elson, Brie Larson and Lily Aldridge, design duo Louisa Pierce & Emily Ward are experts in capturing personality within one’s home. Led by friendship, kinship and instinct, each look to the undertones within the human experience, and how this can be made to share. We sat with the pair in their store to find out what it means to be a female-led business in the modern world, how empathy will always win, as well as their take on things to come.
You’ve been a design duo for over a decade now, how did you meet and what drew you to one another?
We met through Louisa’s husband, Austin Scaggs. He was friends with my (now) ex-husband, Pat Carney. We started double dating and quickly fell in love... Soon enough, we discovered a shared love of design which eventually led to a collaboration on my (Emily’s) home. It was magic when we worked together, and we haven’t stopped since.
As well as designers, it seems it would be fair to call you entrepreneurs. How did you make the decision to go into a business together?
It feels like we didn’t have a choice in the matter. We were very lucky early on to have friends who trusted us and kept
referring us to their friends. It just made sense and the work kept happening. We still feel very lucky 11 years later...
Emily wears the Peony Dress and Louisa wears the Cassidy Blouse and Cassidy Pant.
You’ve said before that your “goal when we design a home is to make it appear as though the person has lived there for a long time,” which is such an inspiring sentiment to be led by – to imbue a space with history and personality rather than be led purely by aesthetic. How does this influence both your design and products?
We really don’t work in a traditional way. Over the years, we started collecting anything and everything we loved. We had installs where we were able to incorporate these purchases into homes, and this made each space feel uniquely collected rather than having the feel of a showroom or “too cohesive/contrived” in a way. It’s also a fun challenge for us to mix our clients own loved items into a new space - you can feel the love and unique personality when you use people’s art/photographs/collections.
There is an eclecticism to your style that speaks to joy and using one’s space to tell the story of their life. It all feels very optimistic, instinctual and made to share. Would you say these are important facets of your own lives?
Absolutely, yes!! We live and breathe “work”. Even when the workday stops, we are both changing our own spaces constantly. Made to share is a lovely way of putting what we do, because we share so much with each other - it’s what keeps us evolving and never creating the same house twice...something we are very proud of.
Louisa wears the Cassidy Blouse and Cassidy Pant and Emily wears the Oakley Midi Dress.
Los Feliz is known for its world-famous architecture and vibrant entertainment options (as well as a home to a few of your celebrity clients), how did you know this was the place to open shop and how did it influence your design approach?
We looked around LA and love the parts of the city where other designers have set up shop, but Los Feliz has the best neighbourhood feeling. We really wanted our shop to be a part of the community – somewhere where people can drop in and say hi, feel inspired, ask us questions, and maybe even meet one another. For the design, we knew we had a chance to try something we’ve never done before, so we went back to some of our favourite inspirations, and it all came together.
The tones throughout the store are so warm and inviting, (which you’ve perfectly matched with the Southfield Green walls by the way). What is your approach to color and why are earth tones so central?
Earth tones are something we always use. We are so inspired by the colours we see around us on walks in our towns and the beach - both muted and extraordinary. From this, we start with a colour foundation that makes us feel the best and build around that in a room or space. From there, the more patterns we add, the more it all works together and becomes harmonious. The shop was like that - we took Southfield Green and radicalized it by making the floor epoxy and reflective. No matter what we put in there, it always looks beautiful and fresh.
Louisa wears the Clyde Blouse.
What is each of your best piece of mentoring advice for women wanting to start their own business?
Trust yourself! And when you need help, don’t be afraid to ask for it!
Emily wears the Clyde Dress.
Could you each describe the other in 5 words?
Emily on Louisa: Fearless, Brilliant, Original, Honest, Bossy
Louisa on Emily: Organized, Hysterical, Neurotic, Genius, Loyal
How do you balance your friendship with co-running the business?
We feel lucky because we never end our day with any conflict - we are able to naturally work it out. And since we share so much in our life, our empathy for one another is huge and helps us navigate any challenges we may have.
What’s next for you both?
At the end of 2022, we did a soft launch of our website which we are very excited about! We started making Pierce & Ward furniture and lighting, plus our famous pillows are available on our site as well. We also have amazing art and vintage pieces we are very excited about. We have some other fun things in the pipeline, and, of course, we have the best clients who keep coming back and giving us the chance to make our design magic.
Photographer: Bliss Braoudakis