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One of my favourite things about blogging is I never quite know what emails I'm going to get from one day to the next.

Some days are spent sifting through all the junk mail and unsubscribing to mailing lists I've NEVER subscribed to, other days however, are when the real email gems come in. The emails that make you squeal with delight and then double check the name in case the person has sent it to the wrong Claire.

One such email came from the lovely folk at DFS, who contacted me to tell me all about their exciting collaboration with Joules Clothing. It didn't stop there. They wanted to invite me down to their design workshop, where not only would I have an exclusive peek of the entire collection, I'd get to help upholster my own DFS Joules Accent Chair and design a cushion to go along with it!! My bags were packed before I even finished reading the email.

What I particularly love about press trips is you get a real insight into the brands and learn facts you never knew. I'm a big fan of Joules, but I knew little about DFS, other than they sell sofas. I couldn't help but wonder would this collaboration be a good fit?

The answer is a loud, resounding, YES. It is in fact the perfect collaboration. On the trip I discovered every DFS sofa and chair they sell is made to order here in the UK. I don't know why I had the misconception that their sofas were massed produced and from overseas, as that is very much not the case. They pride themselves on hand-making every sofa to order in one of their three factories in Yorkshire, Nottinghamshire and Derbyshire. Having now met both the design teams from DFS and Joules, it was really lovely to see how truly excited they are about collaborating; and the proof is in the pudding.

The collection is STUNNING.

Joules are all about attention to detail and hand-drawn prints, and the DFS Joules collection does not disappoint. The prints and fabrics give every piece that Joules feel, and there are so many hidden little details. From prints under the seat covers, to glass pheasant buttons, to their iconic Joules pink hare on the chair legs, the list goes on. Everything has been painstakingly considered when it comes to the finer details, right down to the piping and the zip colours they've chosen. I really love how this has clearly been a labour of love for both DFS and Joules.


^ Windsor ^

^ Cambridge ^

^ Burnham ^

^ Ilkley ^



After viewing the collection we had a chance to go behind the scenes and see just how the pieces are made. I think there is nothing better than meeting people who are excellent at their craft and I was kindly shown how to upholster parts of my own Joules Accent Chair. The staple gun was pretty scary at first but once I got used to it I was in my element! I literally could have spent the rest of the day there with my staple gun and perspex glasses. A good look, I know!




After reluctantly parting from the staple gun it was time to design my own cushion! This was the part of the day that I'd been most excited about when reading my email but once I was sat down to a blank page with the paints and brushes surrounding me, I froze. What on earth was I going to paint?! Except a big old mess.


This is when the Joules Art and Design team stepped in, inspiring us with real flowers, vintage floral prints, and to not over think it but to simply paint.

I, of course, did at first over think it, but as the time went on and I started to relax it became really enjoyable. My design (which you can see below) will be screen printed as a repeat onto a cushion. I'm so excited and nervous as to how it will turn out. I'll be sure to share it with you when it arrives.


And there you have my wonderful day with DFS and Joules. I'm excited to tell you the collection is now available and you can find it HERE.

If you want a truly stunning piece of furniture to grace your home than this collection is not to be missed. I'm really looking forward to receiving my Joules Cambridge Accent chair and I'll share how we will style it in our home once it's arrived. Here's hoping my cushion doesn't turn out a complete disaster ;)

* This post is proudly sponsored by DFS. As always all thoughts and opinions are my own.

12 comments

  1. Claire this sounded like the best trip ever! I am in love with the WINDSOR oh my word I need that sofa in my life!! Also I totally didn’t know they were all made in the UK how amazing is that! Love your design, it’s so pretty 😍 xxx

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    1. Oh it really was!! I adore the Windsor. You've also got the option to turn the cushions with the Windsor if you wanted it to have more of the floral pattern. I still can't quite pick my favourite, but I do keep coming back to the Cambridge. I want a country pad just so I can have the Ilkley, ha!!

      Ahh and thank you about my design, the jury is still out, we'll see what it looks like when it arrives ;)

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  2. I want the yellow one! Looks like such a stunning collection, can’t wait to see your chair and cushion! Xx

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    1. Me too!! It is ridiculously comfy too. Really plush. My grey sofa in our living room just isn't cutting the mustard now, literally ;)

      I'm so excited about my chair, and nervous about my cushion, ha! xx

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  3. I love Joules! I did not know they did homeware, ahhhh I fear for my bank balance that chair is absolutely to die for!!!! Love your choice of colours for your cushion can’t wait to see the finished article! I currently have a French connection DFS sofa in my living room and think a joules chair might just complete my room!!!!

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    1. I know, I fear for my bank balance too. I totally want to change the couch in our living room now. One of their chairs would go lovely with your sofa xx

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  4. Just gorgeous, I want everything!! 💖 A stunning collection, I too have a grey sofa that’s not looking too spectacular now! 🤣 Can’t wait to see your own creation, Sam xxx

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    1. I know I feel the same about my grey sofa, ha! I'm nervous about my cushion. Here's hoping it's not a disaster!! xx

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  5. Okay....if pushed, the mustard is my fave!
    Sam 💛

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  6. What a great day you must have had! I loved the Mustard one.

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  7. How absolutely gorgeous Claire!! I totally lived vicariously through your stories the day you were there - it looked like so much fun! Love the collection so much - think my fave is The Cambridge - closely followed by The Ilkley - stunning! Cannot wait to see your finished cushion too - your design is so lovely. Gahh what a treat! xx

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