Jennifer Slattery's modern traditional brand

Designer Jennifer Slattery makes beautiful linen products for the home, and, with plans to diversify her product offering, is certainly one to watch.

Photo of Jennifer Slattery's modern traditional brand

Creating and selling her products at her studio shop in the heart of Dublin’s city centre, Jennifer is also stocked in retailers of note including Kilkenny stores and the Article interiors shop in Dublin’s Powerscourt Centre.

Photo of Jennifer Slattery's modern traditional brand

Jennifer specialises in the use of natural Irish linen, which she embroiders with evocative and nostalgic, yet modern designs, to create what she likes to call “everyday heirlooms”.

It’s an apt choice of words, as her products, whilst made with great care and attention from quality fabrics, are also designed to be used regularly - they are robust and wash well time and time again - something the designer was conscious of when creating her range of useful items which includes napkins, table-runners and trays.

Photo of Jennifer Slattery's modern traditional brand

Her Irish Wild Flower and Silver Service designs are both nostalgic yet modern, being stylised patterns which draw on Ireland’s wild flowers and traditional cutlery designs. The Wild Flower designs echo the natural landscape while the Silver Service design is a play on traditional notions of table arrangements and hospitality.

Photo of Jennifer Slattery's modern traditional brand

Having dabbled in producing a successful range of scarves last winter, Jennifer is now looking to broaden the appeal of her aesthetic by creating a wider lifestyle brand.

She is currently collaborating with McNutt of Donegal to create a throw, a range of scarves and a baby blanket, as well as using her love of linen to create a range of shirts in pure linen and linen/ wool blends which will be available from September this year.

Photo of Jennifer Slattery's modern traditional brand

When creating new products, Jennifer says that it is important as a designer for her to be in touch with her gut instinct and intuition. As a retailer, she also pays close attention to the product lines which sell best from her studio shop and also from her website which has recently undergone a digital health check as part of the OPTIMISE Design Ireland programme in conjunction with the country’s Local Enterprise Offices and the Irish Domain Registry (IEDR). 

Following her website's “digital health check”, the OPTIMISE programme provided Jennifer with a list of priorities for her website. “I previously had amazing help from friends of mine but I needed to find my own feet. The OPTIMISE programme helped me to understand what works about a website and why it works,” she says.

Photo of Jennifer Slattery's modern traditional brand

“It worked really, really well for me,” says the designer. “The business has evolved and I’ve honed what I do, so I needed to re-design my website and the OPTIMISE programme came at the perfect time. I’d seen how online sales had really helped to grow my business and, while my website had a nice turnover and worked really well, I needed to move it up a gear and I needed help and financial support to do that.”

Photo of Jennifer Slattery's modern traditional brand

The designer’s website has since been updated with beautiful new imagery by photographer Al Higgins, various currency options, gift card availability, easy-to-navigate product menus and cleaner typography, as well as faster loading times, greater search-ability and legibility.

With a new product range coming down the line and a new website making her existing products easier to shop for, this coming season is looking very bright for Jennifer Slattery.

Photo of Jennifer Slattery's modern traditional brand

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