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In Profile: Yellow Diva

Yellow Diva designs and manufactures engaging and original furniture for the commercial, hospitality and residential sectors.



BY jesse

January 23rd, 2012


What does your company supply?
A collection of limited edition pieces allows for experimentation alongside more commercially focused projects. The studio also undertakes commissions and site-specific installations.

What’s the history of your company (how did it start)?
The design studioʼs first home was a small workshop by the canal in West London (the future headquarters of Tom Dixon & Moooi!). The company name is an (almost) anagram of the surnames of the founding partners, Australian industrial designer David Walley and James Davis, a British architect. Since returning to Melbourne in 2008 the studio has expanded to comprise an expansive portfolio of furniture and products.

Where do you distribute?
Yellow Diva supplies projects throughout Australia directly through the design studio in Melbourne. We also have a Queensland agent: Janie Collins Interiors. WB Series is distributed commercially exclusively (Australia/New Zealand) through ZENITH. Selected furniture items are manufactured in Britain for the European market through distributor: Matilda Ltd. Our flatpack product range is stocked by selected retailers including Top3 by Design.

Describe your customers?
Yellow Diva corporate clients include Microsoft, Virgin, Top Shop, Guess, Sheraton Hotels, Optus, Google, Panasonic, NGV, Hickory Developments, David Jones, ABC TV, GOMA, Schneider Electric, NBN, NAB and numerous universities. We also cater to residential projects, local businesses and individuals.

What sets your company apart?
Yellow Diva produces authentic, distinctive, fresh designs that appeal to a broad consumer, from office worker to well-versed design hunter. We offer locally designed and crafted environmentally responsible products with competitive lead times. The ability to customise designs and our hands-on approach guarantee customer loyalty.

Who should we speak to when specifying?
Felicity Joll felicity@yellowdiva.com 03 9421 8844

What are your client’s priorities at the moment?
Attention to detail, personal service, value for money, custom finishes.

What is good design to you?
Yellow Diva furniture possesses an inner vitality and unique personality that appeals to peopleʼs sensibilities. Without human interaction furniture is at best sculpture, at worst, clutter. It must relate to human scale, form and weight but should also address human desire and emotion. One of our earliest influences was the freedom and solidity embodied in the work of British sculptor Henry Moore.

What does the future hold?
2012 will see exciting new additions to both our Splint System and WB Series. We also look forward to expanding the bespoke side of the company and the development of a dynamic new upholstered range of indoor/outdoor seating.

Yellow Diva
Address: 51 Victoria Crescent
Abbotsford Victoria
3067 Australia
Phone: 61 3 9421 8844
Contact: Felicity Joll
Email: felicity@yellowdiva.com
Website: www.yellowdiva.com
Facebook: www.facebook.com/yellowdivastudio


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