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Meet Craig Raeside, Owner of Créma Design

The unique collections available from Créma Design include luxury European lighting and furniture. Here you’ll find some of the world’s best indoor and outdoor luxury furniture, feature lighting, hand-made rugs, office furniture and a broad range of accessories. Today we chat with the owner, Craig Raeside about the unique Créma collections and how his company came to be.

Tell us about your background?

I spent 10 years in London working for a high end Austrian office furniture company, as their marketing manager then working with architects and interior designers on commercial projects. These were mainly banks and law firms before coming home in 2010 and buying CREMA.

Tell us about the history of the company and your ultimate focus?

CREMA began with a handful of brands in 2004;  we now offer 20 of the world’s best furniture and lighting brands.  We try to offer super design and quality whilst still remaining accessible to the public – in that way we can get our product out into the market and continue to grow.

What personally inspires you in your working life?

I am truly passionate about beautiful design.  My daily struggle is deciding what to buy next. There are so many amazing pieces out there!  I’m inspired by my travels abroad in particular, and when I work closely with a designer on an exciting project.

What are some considerations when selecting an international brand?

The main consideration is whether it will sell in the South African market.  It must be a beautiful, unique and high quality piece. Often the issue is price. The exchange rate and transport costs mean that I need to find beautiful, quality pieces that I can bring into the country and still keep somewhat affordable.

What is your favourite current product?

I have many favourites.  I love classic FLOS pieces such as the Taccia or Snoopy table lamps.  I am obsessed with our new lighting brand, Parachilna.  We just received a sample of their Manilla pendant which is inspired by the dresses of a flamenco dancer.  I also really love the Gubi Satellite pendant.

Any exciting projects or collaborations you are involved in?

We are fortunate to be working with Anglo American at the moment, as well as recently having completed a very luxurious home just outside the Kruger Park, designed out of Paris.

Which designer inspires you?

The team at ARRCC always put together a beautiful interior.  We have also been involved in some incredible projects with Tristan du Plessis.

The perfect place in your home to indulge?

I have a lovely bay window in my living room which overlooks the city; it’s my happy place.

I know very few of us are travelling right now but if you could where would you go?

I managed to escape to Mozambique over the new year break.  I was blown away by it’s beauty and incredibly kind people.  I’ll be back for sure.

What are your current favourite restaurants/shops ?

I’m a regular at Between Us on Bree Street. Himitsu at the Camps Bay Retreat is great too.  Chefs Warehouse Tsintswalo of course!  I can’t say I’m a big shopper!

What’s your personal Motto?

Hellen Keller said “Life is either a daring adventure, or nothing at all”.  I live by that.


Contact: Crema Design 

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