Nature's Wonders

Need decorating inspiration? Look no further than the backyard. Natural and nature-inspired products are just what the decorating doctor ordered, and manufacturers are filling the prescription with a diverse array of product offerings that appear as though hand-picked from the woods, mountains

“People like to put plants in their homes. They need to be in touch with nature,” says designer Jamie Young, owner of Jamie Young Co., Inglewood, CA.

Down to earth

The trend toward earthy looks has spawned a wide range of gifts and accents with rough, unfinished qualities. “It's a reaction to all the slick design that's out there,” says Mike Donaldson, head of product design at Roost, Sausalito, CA.

“People are drawn to things that are natural, organic,” agrees Diana Henry, president of America Retold, Hudson, NY. “[The appeal] is the simplicity of bringing things back to nature, a sanctuary.” Henry herself lives on a five-acre sanctuary surrounded by birds, bears and deer. The company's Nest collection was introduced in 2005, and has been a huge success. “The line has a particular look — it's earthy,” she notes. “It features a green patina, and the wood part is vine so it has a textured quality. And the line goes throughout the year; you'd think it would be seasonal, but it's not.”

And that perennial aspect appeals to customers and retailers alike. It offers a versatile look that allows retailers to merchandise product according to different seasons and holidays for year-round selling. Storeowners can market nature-inspired product for Thanksgiving with autumn colors and a plump pumpkin — then re-merchandise with a pastel-colored egg for the upcoming spring season. Add nature-themed product, such as pillows, wall decor and tabletop to the merchandise mix to round out the look for a complete selection.

Understandable nature

With unique designs and stylish accents, nature-inspired accessories give specialty retailers a “natural” sales advantage. “People want to be different, and not look like they all bought their stuff from Pottery Barn,” says Roost's Donaldson. Roost boasts an extensive collection of nature-inspired products that cover all categories, from decorative accents to lighting to tabletop. And the company's coastal collection is a big hit in Florida and the Southeast. “They can't get enough of it,” he tells Gifts & Decorative Accessories.

Diana Henry also sees consumers buying into the trend. “It's selling across the country, perhaps for different reasons in each region. [Natural products] can go into a contemporary setting or a shabby chic or a country home,” she explains.

Donaldson agrees: “Certain collections are popular in certain parts of the country. But it works with a lot of decor.” With so many positive attributes, nature-themed products are a must-have for retailers who sell gifts and decorative accessories. What better way to attract a wide range of buyers than with a product that everyone can appreciate?

The Nest collection has proven so popular that America Retold is expanding the line with 10 new items for the January market. “It's really in response to people asking us what else we can do with it, because it's selling so well for them,” Henry says. The company also plans to introduce more home entertaining pieces, as well as outdoor accessories and lighting.

“There's a lot of mass produced stuff out there,” Donaldson tells G&DA. “This product is understandable, recognizable, tactile.”

Nature's hand

When decorating, homeowners want a design that makes them feel comfortable and cozy. Nature “works.” It takes on many looks — it can be raw and earthy, or design-driven and stylish. And because many of the materials in nature-inspired accessories come directly from the earth, no two products are alike. Mother Nature's hand shows in this merchandise, making each piece distinctive and unique.

And when designers choose to mimic natural materials, the products are still just as impressive. Jamie Young looked to nature for her latest collection. Her marbled glass lamps are reminiscent of desert sunsets and sandstone. And her textured gold mercury glass line evokes the feeling that the pieces were unearthed from the ashes of Pompeii.

“I was inspired by my travels though Eastern Asia,” notes Young. “It's so green and lush and serene, and I wanted to bring that [look] indoors.”

For her Faux Bois lamps, Young borrowed a technique for imitating wood that originated in the south of France in the mid-1800s. While the original method had involved designers casting wood in cement, Young takes pieces of burl wood and casts them in porcelain, then finishes them with a shiny glaze. The result is rustic chic. “We spend a lot of time outdoors skiing and hiking and we love it. [For my collections] I wanted to make them modern,” she says.

No matter what trends are “in” at the moment, nature is one look that will always garner attention. And designers will always look to the outdoors for inspiration. “It's not atypical for a designer to look to nature for inspiration,” explains Donaldson.

“There will always be a demand for nature-inspired product,” he adds. Retailers shouldn't ignore that demand, but use it to their advantage. Because when fads fail, Mother Nature will always come through.