Introducing LYBL & A New Nostalgia

The endeavour of championing the rebirth of an era of new nostalgia ignited the birth of LYBL. Today we hear from founders Audi and Cecilia Snÿman and explore their deep appreciation of artisinal excellence.

LYBL is an on-line boutique with roots in South Africa, that seeks to rekindle the appreciation and accessibility of a range of crafted heirlooms and collectibles.

Please tell us about the LYBL Boutique and how the idea came about?

The on-ine boutique LYBL is curated by a mother and daughter team, Audi and Cecilia Snÿman. Audi, who owns an interior architecture and design studio was finding it challenging to source high-end, high-quality, decorative items that she felt comfortable including in her clients’ luxury homes – her quest was to find the types of products that could become family heirlooms, be passed from generation to generation, and that had a meaningful story to tell.

The Snÿman family has a deep appreciation of artisanal excellence that results in superior quality products with longevity, so they decided to collaborate with artisans and artists to create a catalogue of high-end, customised collectibles and familial favourites that are made to last lifetimes.

What is the meaning behind the name?

LYBL stands for Live Your Best Life. It is about respecting and embracing superior quality as a way of life – because you’re worth it, and because you’ve earned it. The sentiment is to treat yourself to the very best that you can – the best products, the best quality, the best philosophy, the best life. And if you can’t buy the best right now, then rather save for it, and enjoy the anticipation of one day soon owning something beautiful, that has enjoyed the mindful attention of its maker.

A further integral element to LYBL is its ethos of doing the best you can for others and for the environment. It celebrates the hands of the creator, collaborator and the client. It seeks to leave a more sustainable and gentler fingerprint on the environment in terms of mindful creation and environmentally conscious distribution.

How do you define “new nostalgia” in the context of LYBL? What does it mean to awaken this kind of nostalgia?

A new nostalgia refers to a reawakening of a deep-seated appreciation of sentiment, familiarity and belonging, generational wisdoms, and quality – of life and of workmanship.

What long-term impact do you hope LYBL will have on how people perceive and value traditional craftsmanship and heirlooms?

In the LYBL nostalgia “old” things are perceived to bring value to contemporary times; familiar, yet fresh is desired; patiently, mindfully and labour-intensive hand-crafted heirlooms and collectibles are celebrated; and quality, sentiment, stories, memories and collective familial history and wisdoms are appreciated and sought after.

We hope to champion the appreciation of the value assigned to artisanal craftsmanship, not only with respect to longevity but also for its lighter environmental impact, when compared to the heartless process of mass-production.

Regarding the future of design in South Africa, what hopes do you have?

At LYBL every single part of our brand and collection has been afforded the attention and time required to achieve excellence; our manufacturing process is not rushed, we produce for demand rather than stockpile, our products are unique and customised – we see each product as a gift, and always worth the wait. Our wish would be that this kind of mindfulness and patience would touch more areas of product design – we believe that a large part of the beauty of great design is its creation story, which is just the first chapter of a generational biography, and design should allow for that.