Riddle me this… Ed Godrich

Up close and personal with the founder and Creative Director of Godrich Interiors

If you knew then what you know now… would you still do it? 
When Rupert and I started the business in 2003, we said categorically that we wouldn’t under any circumstances get into doing people’s houses up… Ever. So this is a tricky question for me. But yet – I would still do it, hands down, 100 per cent!

I don’t think you can ever prepare yourself for the volume of admin, financials, communication and logistics that it takes to complete a large project successfully. Being creative s a small part of the process, so if we had known this, we would have considered it in a bit more detail I suspect!

What’s the best piece of advice you’ve ever been given?
Do not worry about things you can’t do anything about. You have to keep reminding yourself of it… It’s quite easy to forget. But when you do remember, it’s quite liberating.

What’s the weirdest rumour you’ve ever heard about yourself?
I’ve got to be honest here… I’ve never heard a weird rumour about myself. I need to get out more, I think!

What was your biggest break?
One of my friends gave us three projects to do all at the same time in our first year of trading when we decided that we were not going to be an interior design company. It was a swift decision, and we never looked back (well, maybe just a few times when the sh*t has hit the fan…)

Do you consider yourself lucky?
Exceptionally. But, I make sure I do something kind every day and I think that has stood me in good stead, and had paid back at times.

What’s most important in your life?
Internet speeds. But deep down, I know that’s wrong and it should be my loved ones, health and happiness. I never take it for granted!

What other brands do you admire?
They tend to be British, quite simple things and have remained the same as they were when I was growing up. I love brands that have stood the test of massively changing times. I particularly like it when a product’s branding hasn’t been messed with. Examples of this include Swan Vestas Matches, Brasso, Marmite, Tunnocks (they make and sell 5 million every week, you know!) and Fishermans Friends.

Brasso is my favourite because of its packaging and amazing function. Cleaning a brass object that is black from years of neglect, which then becomes shiny, is something that really satisfies me.

Do you have a guilty pleasure – if so what is it?
Buying large volumes of small and unusual objects, I’m pretty sure I have close to a million small plastic toys and figures in my studio in Shropshire. They are all categorised into sizes and styles in hundreds of drawers to I know where to find everything. This dilutes the madness of the whole thing, and gives me an excuse to carry on hunting, because I know each piece has a home. Everything ends up in a frame at some point; if my Godchildren haven’t stolen it when hey ransack the studio in a Supermarket Sweep style raid!

Describe your personal sense of style.
A London farmer. riddle_stop 2

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