Wild In The Wolds carefully curated interior collections connect people to nature, helping to create calm, inviting spaces that reflect their own stories.
At Wild in the Wolds Collections, friends Kathryn Earnshaw Jade Jordan-James curate interior collections filled with homewares that feel intentional, meaningful, and personal. The UK-based brand is intended to help people connect to nature, by creating calm, inviting spaces that reflect their stories. Wild in the Wolds celebrates the idea of creating lasting beauty in the home with pieces designed to bring comfort and joy over a lifetime.
A key part of Wild in the Wolds Collections is their Curated Edits. These exclusive collections are carefully chosen to create harmony in any space, making it easy to achieve a cohesive and elegant look with minimal effort. Kathryn and Jade believe that every home deserves thoughtful curation, where each piece has a purpose and a story.
From timeless framed art to luxurious bathroom accessories, Wild in the Wolds has us hooked. The temptation to remove everything from our living spaces and fill them with earthy vases, dark wood bedside tables and beautifully framed timeless art is strong.
If you’re looking for calm and carefully curated interiors with a down-to-earth feel that doesn’t forgo the luxury, we would recommend checking out Wild in the Wold’s interior collections.
Can you share the story behind the founding of your company?
Wild in the Wolds Collections was founded by me and Jade after years of working together in a corporate environment. We both wanted something different for our lives – something more fulfilling and aligned with our personal values.
When Jade and her husband moved to the Lincolnshire Wolds from the South Coast, it gave her a new perspective, one that prioritised slower living and spending more time with family. Around the same time, I was reassessing my own priorities after facing the challenges of chronic migraine. Health, family, friends, and a more mindful way of living became central to how I wanted to live.
Our mutual love for our homes, and Jade’s ongoing renovation journey of her period property, inspired us to start Wild in the Wolds Collections. Jade has 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.
The Interview with Kathryn Earnshaw from Wild in the Wolds continues below.
How do you define sustainability within your business, and what are the core values driving your product choices?
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: Wild in the Wolds Collections is built around the idea of beauty and timelessness in a fast-paced world. We curate items that reflect the rhythms of nature and the legacy of craftsmanship, encouraging a slower and more mindful approach to living.
Nature and Time: We celebrate the natural patina of aged materials and bringing elements of the outdoors in.
Creating Heirlooms: Our products are chosen to be cherished and passed down, standing against too much 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.
How has the demand for sustainable or upcycled furniture changed since you started?
In 2024 we’ve noticed growing interest in vintage, antique, and retro homeware in particular. While we are still early in our journey (we launched in August), 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.
What materials are your pieces generally made from?
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 to further enhance the natural feel of our collections.
Could you describe the upcycling process for your products?
We don’t typically upcycle. We tend to focus on sourcing pieces that are already in good condition. Our priority is to find high-quality items that retain their original beauty. Of course, we ensure every piece is thoroughly cleaned and polished before being sent to our customers, so it arrives ready to be enjoyed in their home.
Are there specific trends within vintage or upcycled furniture that you’ve seen gaining popularity recently?
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.
How do you communicate the story behind each upcycled or vintage piece to your customers?
At Wild in the Wolds Collections, 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.
For Those Who Cherish Heritage with a Contemporary Twist
A Quiet Corner is a curated collection that transforms a humble corner into a sanctuary of calm and contemplation. This edit is designed for those who find beauty in simplicity and solace in the quiet moments of life.
This is more than just a collection of antiques; it is an invitation to slow down and savour the peaceful moments that punctuate our busy lives. This edit brings a sense of timeless grace to any space, offering a retreat where one can pause, reflect, and find comfort in the beauty of understated elegance.
Here, an elegant antique wooden cabinet stands, its rich, dark grain telling stories of craftsmanship and timeless design. The cabinet’s intricate detailing and robust presence make it the perfect anchor for this collection. It was once used to hold vinyl records but is perfect as a little book cabinet or for holding important files.
Alongside the cabinet is an aged brass candlestick holder which stands tall, its slender form holding a single taper candle. When lit, the candle casts a warm, flickering glow that dances across the walls. And a simple, yet charming hand-thrown earthenware vase ready for freshly picked wildflowers from the garden.
Two small vintage stoneware inkwells, polished to a gentle shine, add a touch of practical elegance. These petite containers, once used for ink for a quill pen, now serve as charming decorative accents that whisper of their storied past and are perfect for sprigs of foliage.
The artwork, framed in classic black is a piece from (1918), an abstract composition in monochrome tones, swirling lines and enigmatic forms which adds a touch of modern whimsy, juxtaposing the vintage allure of the surrounding pieces.
What challenges do you face in running a sustainable or upcycling business in today’s market?
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.
How do you ensure product durability and quality, especially with upcycled items?
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!
What are your long-term goals for the company, and how do you see the future of sustainable or upcycled furniture evolving?
Our long-term goal is to raise awareness of Wild in the Wolds Collections and expand our offering of curated edits. This is a key part of what makes us unique, helping our customers create beautifully styled homes with pre-loved pieces they may never have considered before.
We also aim to source and curate for other businesses, like hotels that share our values, so they can also benefit from the beauty and sustainability of our collections. Additionally, we are excited about the potential to offer hosting and styling services for special events.
One day, we’d love to have a physical space to showcase our products and connect with our community and share ideas. We are also considering how we can support those who may not be able to have a home that is a place of comfort and calm.
How do you think the interior design industry as a whole is responding to the shift towards sustainability?
Sustainability is definitely becoming a key focus within the interior design industry, but balancing this with affordability remains a challenge, especially when trying to meet the varying needs of consumers. We believe that much like the rise in awareness around fast fashion and platforms like Vinted, this shift will increasingly extend to interiors as well. As more people recognise the value of sustainable, pre-loved items, we expect that homeware brands with a mass market base will need to adapt. We’re hopeful that brands like ours will become an increasingly popular alternative for those seeking timeless, well-crafted pieces with a lower environmental impact.
What advice would you give to consumers who want to adopt more sustainable practices in furnishing their homes?
To create a more sustainable home, we’d encourage consumers to choose pieces that resonate with them personally and are made to last. Opting for quality over quantity and favouring natural materials and timeless designs that can be cherished for years to come.
It’s also worth considering how the décor and homewares chosen today will look in the future. Will the style last over time, reducing the need for frequent changes? By making thoughtful choices, consumers can create spaces that feel personal and stand the test of time.
Website: wildinthewolds.com
Founder: Kathryn Earnshaw and Jade Jordan-James
Contact: [email protected]
Instagram: @wildinthewolds_collections & @wildinthewolds
Location: UK
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