Finding Beauty in the Past: An Interview with PLEB Magazine
At WW Collections, every piece we curate carries a story - a history woven into its craftsmanship, its materials, and the quiet presence it brings to a home. In a world of fast interiors and fleeting trends, we believe in creating spaces that offer comfort, calm, and a sense of connection - both to the past and to the natural world.
Last year, Kathryn had the pleasure of speaking with Naomi Little at PLEB Magazine about the inspiration behind WW Collections, our approach to sourcing and styling, and why we believe that thoughtfully chosen, well-crafted pieces can bring warmth and meaning to a home.
From Jade and Kathryn’s personal journey of founding the business to our vision for the future, this conversation offers a glimpse into what drives us and the values at the heart of our collections.
Read on for the full interview.
[Naomi Little] Can you share the story behind the founding of WW Collections? What inspired you to focus on sustainable and vintage interior pieces?
[Kathryn Earnshaw] WW Collections was founded by me and Jade after years of working together in a corporate environment.
Our mutual love for our homes, and Jade’s ongoing renovation journey of her period property, inspired us to start WW Collections. Jade has such a talent for styling vintage and second-hand pieces in a way that feels fresh and timeless, and we realised there was a gap in the market to show how these items could be styled in modern homes. Sometimes people follow fleeting décor trends that quickly fall out of fashion, leading to waste - much like fast fashion, but for homewares. We wanted to offer an alternative, where homes could remain timeless by choosing high-quality, well-crafted pieces that resonate on a personal level and can be passed down through generations.
We also believe that vintage pieces add a sense of calm and purpose to a home, carrying their own heritage and story that can be cherished. For those who might not have the ‘creative eye’ that Jade has, we offer our curated edits to make it easy for anyone to create a timeless, well-styled home.
[Naomi Little] How do you define sustainability within your business, and what are the core values driving your product choices?
[Kathryn Earnshaw] To us, sustainability means sourcing or commissioning products that are crafted to last. We focus on handmade items, avoiding mass production, and selecting pieces that have a timeless appeal. When it comes to vintage and second-hand items, we prioritise high-quality pieces that are well made and have been used but are still in great condition. We believe that these pre-loved items add character to a home and tell their own unique story.
Our approach is centred around quality and longevity. We want the pieces we offer to become part of a home’s long-term story - to be loved for years and passed down through generations.
Our Core Values:
Nature and Time: We celebrate the natural patina of aged materials and bring elements of the outdoors in.
Creating Heirlooms: Our products are chosen to be cherished and passed down, standing against mass production.
Cherishing the Home: Our collections aim to transform spaces into peaceful sanctuaries, where small details are valued.
Craftsmanship: We honour the artistry and heritage of well-made objects, focusing on enduring quality and appeal.
In addition to our product philosophy, we are mindful of the entire product journey, from sourcing to packaging. We try where possible to source items locally, batch orders, and use recyclable, plastic-free packaging.
[Naomi Little] How has the demand for sustainable and vintage homeware changed since you started?
[Kathryn Earnshaw] In 2024, we noticed a growing interest in vintage, antique, and retro homeware in particular. While we are still early in our journey (we launched in August 2024), it’s clear from what we’ve seen in magazines and industry publications that there is a strong ‘vintage and retro revival’ happening. Platforms like Etsy and Vinterior have certainly helped drive this trend.
[Naomi Little] What materials are your pieces generally made from?
[Kathryn Earnshaw] Our pieces are crafted from a wide range of materials, chosen for their connection to nature and seasonal influences. We use natural fabrics like linen, along with ceramics, various woods, and metals such as brass, gold, and copper. Terracotta is another material we incorporate for its warmth and earthy quality. Looking ahead, we’re also exploring the use of dried flowers and scents to further enhance the natural feel of our collections.
[Naomi Little] Are there specific trends within vintage homeware that you’ve seen gaining popularity recently?
[Kathryn Earnshaw] From our collections, we’ve noticed a strong interest in ceramic items - vases, heritage pots, pitchers, tea and coffee mugs, and teapots are all particularly popular. There’s also a growing appreciation for wooden pieces, such as vintage washboards, along with kitchen elements like vintage gold cutlery. The trend seems to lean towards purchasing truly unique, one-of-a-kind items that aren’t commonly produced in modern styles anymore, allowing people to add something distinct and personal to their homes.
[Naomi Little] How do you communicate the story behind each vintage piece to your customers?
[Kathryn Earnshaw] Storytelling is a central part of our brand. We love imagining how each vintage piece may have been used in the past, giving it a narrative that adds depth and meaning. For each of our curated edits, for example, we craft a story that highlights the inspiration behind the collection. It’s our way of connecting customers to the heritage and character of each piece, making it more than just a decorative item, but part of their home’s story.
To give a further example, here is our narrative from our previous listed and now sold ‘A Quiet Corner’ edit:
A Quiet Corner is a curated collection that transforms a humble space into a sanctuary of calm and contemplation. Designed for those who find beauty in simplicity, this edit brings a sense of timeless grace, offering a retreat where one can pause, reflect, and find comfort in understated elegance.
Among the pieces: an antique wooden cabinet with a rich, dark grain, a slender brass candlestick holder casting a warm glow, a simple hand-thrown earthenware vase awaiting freshly picked wildflowers, and two small vintage stoneware inkwells whispering of their storied past. Each item carries a quiet charm, inviting moments of stillness in the home.
[Naomi Little] What challenges do you face in running a sustainable business in today’s market?
[Kathryn Earnshaw] Like any new business, one of the biggest challenges we face is gaining visibility in a crowded market, especially without large marketing budgets. Additionally, committing to sustainable practices, such as using recyclable packaging, often comes with higher costs. For instance, plastic packaging is cheaper than recyclable cardboard or paper, but we believe it’s important to prioritise sustainability, even if it adds a little more expense.
[Naomi Little] How do you ensure product durability and quality?
[Kathryn Earnshaw] Jade and I personally check every piece to ensure its quality. Given the vintage or antique nature of many of our items, we already know they’ve stood the test of time!
If you’re inspired to bring more thoughtful, storied pieces into your home, explore our latest pieces or sign up to our journal to stay updated on new arrivals, seasonal styling tips, and behind-the-scenes insights into our collections.