LPF Member in Focus - Cullum Design
This week, LPF Founder Priya Rawal had the pleasure of catching up with Natalie Fernbach, the Managing Director of esteemed member Cullum Design.
Natalie, it’s wonderful to catch up with you! So tell us, what makes Cullum Design special?
Cullum Design offers a design-led home staging and furniture purchase service. We specialise in creating spaces that help properties stand out in the market. My parents set up the company, and we were the original staging company before staging was even a word! As a child, I helped during the holidays, so staging and interiors have been a big part of my life. Over the years, I’ve seen the industry change dramatically, and it's been fascinating to be a part of that evolution.
And what led you to your current position?
Having worked with Cullum Design for many years, my journey began in my childhood, helping out during school holidays. My deep-rooted connection to the company and the industry naturally led me to take on the role of Managing Director. My role has evolved over the years from being hands-on with installs and removals to focusing more on meeting new clients, managing the day-to-day operations, and leading our incredible team of stylists and logistics experts.
How wonderful! and what does a typical working day look like for you?
I split my time between being in the office and on-site at various projects. My days in the office involve strategic planning, client meetings, and managing operations. On-site days are more dynamic, involving overseeing staging projects, ensuring everything runs smoothly, and maintaining the high standards we’re known for. No two days are the same, which keeps things exciting.
It sounds so interesting and busy! Please tell us about some exciting projects currently you are working on currently?
Absolutely! The last 2.5 years have been incredibly busy, especially with our work at Battersea Power Station. We’ve dressed numerous apartments there, and each one was a unique project. Each apartment's unique character made every staging project a fresh and exciting challenge.
Amazing! And what has been your career highlight so far?
Working at Battersea Power Station has definitely been a career highlight. Moving from one apartment to another, ensuring each space is perfectly staged, and witnessing the transformation and eventual sale of these properties has been incredibly rewarding. The support and collaboration with the team at BPS have made this journey even more memorable.
Do you have any advice for someone looking to venture into your area of the luxury property industry?
My advice is to gain as much hands-on experience as possible. Working on installs and removals of staging projects helps you understand how styling works in real-time. Interior styling is very different from being a designer; our work focuses on top-layer styling, so having an eye for what works is crucial. Additionally, building relationships within the industry and continuously learning are key to success.
Extremely good advice! What do you love most about the luxury property industry?
I love the creativity and the opportunity to be bold with our designs. The luxury property market allows for innovative and imaginative styling. It’s also a very people-oriented industry, which I enjoy. The professional yet friendly and supportive nature of the industry makes it a joy to work in.
This is true! And finally, what does luxury mean to you?
As I get older and more experienced, luxury to me means having more time to do the things I love. Meeting new clients, exploring new projects, and developing new services are aspects I truly enjoy. Luxury is also about experiencing non-stuffy, flawless service with endless details thoughtfully planned out for you. It’s about creating and enjoying beautiful spaces without the hard work that goes into making them perfect!
GET IN TOUCH
Cullum Design
T; 0207 127 4309
11 Chapel Road, London, W13 9AE
www.cullum-design.com