Q&A with Bernie de le Cuona

South-African born Bernie de le Cuona started her Windsor-based fabric company, De Le Cuona, in 1992, and now her quality linens and paisleys sell worldwide.  She has showrooms in Walton Street, New York and Moscow, and this month launches her latest collection of accessories, in exotic colours and textures. 

Were you already a linen aficionado when you launched De Le Cuona?

I didn’t have a clue about linen!  But I had been living in Belgium, and had fallen in love with the textile.  I started the company because I wanted to create a beautiful product. But I am learning all the time. I love to come up with a new idea for a texture. Then I’ll work with one of our mills in Belgium or France, to find the right yarn for a particular look.

What did you do before launching De Le Cuona?

I have always had an entrepreneurial spirit.  I studied architectural design, then opened a business importing modern furniture into South Africa.  I love the creative side and developing the product, but I’m also interested in how a business works. 

Your New York showroom has been a huge success – why?

In the US, fabric showrooms are vast and aimed at professionals, as most Americans use a decorator. Our space in the D&D Building is small, and we’ve added chocolate brown walls, carpet, accessories, music and coffee. The Americans enjoy the ambience that these lifestyle elements bring.

Your fabrics sell worldwide – do you notice particular trends in different countries?

We have been incredibly successful in Italy, as they really understand the luxurious, yet understated chic that is our trademark.  In the US, they love blue, all shades from navy to duck egg.  And in Russia, the market is expanding and they are learning fast about design.

De Le Cuona has established a name for doing beautiful neutrals, but what colours are upcoming?

You can sell any design so long as you get the colour right.  Our 20 top sellers are all neutral, from stone to camel to grey to chocolate. I’m dying to have a go with earthy South African rusts or one of those strong yellow ochre shades that are around right now.

Did you always plan to go global?

I wanted to make De Le Cuona into something big and exciting.  I wasn’t thinking in terms of turnover, but was totally determined to make it a success. I love it when the sales figures land on my desk every month, as it is fascinating to see what is doing well, and where.

Tell us about your new accessory collection, in the Walton Street showroom from March?

We have three key looks.  The first is dramatic, featuring pink vegetable dyed leather pillows, olive green linen cushions and chunky knitted throws.  There is a masculine tweedy range, with black shearling pillows and embroidered cashmere pillows.   The neutral basics include an amazing patchwork alpaca throw.

If you had to pick a film with great visual influence, what would that be?

My favourite is Out of Africa.  In it, the heroine lives in a house with a corrugated tin roof, but has brought with her beautiful bed linens from Europe.  I love the contrast between the raw elements of Africa and the elegance of the linens.  That sums up the De Le Cuona philosophy.

Where in the world do you like to go to relax?

I would be on the banks of the Zambezi River in Zambia.  It is still as nature intended and an incredible source of wildlife.  I love the heat and the bush.  For me, it is total paradise! 

You travel a great deal.  What scent tells you that you are home?

I burn Molton Brown’s Black Pepper candles all the time.  Also, it would be the smell of fresh coffee.  Coffee is my passion.

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