In Conversation With Corey Ashford

IN CONVERSATION WITH.COREY ASHFORD

We spent the day with Corey Ashford, designer and founder of his namesake brand. A long-time customer of Jac + Jack, there's a strong synergy between our brands. If you haven't met Corey, his approach to design is all about creating pieces that luxuriously elevate the everyday by transforming small rituals and objects into pieces to be cherished for a lifetime. Corey began his career at Dinosaur Designs, aged 20, where founders Louise Olsen and Stephen Ormandy honed his instincts and gave him the confidence to take risks. Together, we discussed the art of slowing down, the balance of beauty and functionality, and the influence his personal style has on his work.

Corey wears Summer 25.

Before going out on your own, you were part of the Dinosaur Designs family - how did that experience shape your creative foundation?

I started working with Dinosaur Designs when I was 20, so in many ways I grew up there. During that time, I've been lucky enough to have Louise Olsen and Stephen Ormandy as mentors and, more than that, as personal champions. For over a decade, they've encouraged my growth, supported my success and trusted my vision, which is rare not just early in your career, but in the industry. Being given the freedom to play, make mistakes and evolve within a fast-paced, high-calibre and established brand taught me to trust my eye, take risks and back my instincts - lessons that continue to shape how I create today.

What inspired you to start your own brand, and what did you want it to represent?

The brand began with hand-dyed and sewn linens, something that I taught myself to do and made by hand in my studio. From the start, it was always intended to be a slow exploration of materials, a way to elevate small rituals and everyday objects into pieces to be cherished for a lifetime.

I've let the brand grow organically, expanding into metal, glass, marble and horn to celebrate the materials and the presence of the maker's hand. The range has grown across lifestyle, table and barware, but the goal remains the same: to luxuriously lift the everyday and bring a sense of intention to even the simplest moments.

Your work often celebrates ritual and the art of slowing down, where does that sensibility come from?

I think it comes from how I move through the world. I've always been drawn to those small, everyday moments that can feel ritualistic if you give them a little attention - lighting incense in the morning, setting the table even when it's for one, drinking water from a beautiful glass. Those gestures have always grounded me. Life moves fast and I think we're all craving pauses that ground us, so I find a lot of value in slowing down and creating beauty in unremarkable details - elevating the ordinary and finding beauty in what's already around you. That approach shapes the way I design too. It's about objects that invite you to pause and enjoy the present.

How do you approach the balance between beauty and functionality in design?

For me, one can't exist without the other. There's no point in creating something beautiful if it doesn't function well, and similarly, why not have something practical that's also pleasing to the eye.

I am my own customer - I'm always thinking about how an object will be used and how it will become part of somebody's life - how it feels in the hand, how it catches the light, how it will sit on the table. Beauty and function should work seamlessly together, pleasing the senses and making life easier. It's this relationship that makes us reach for pieces again and again.

You have a strong eye for form and material - what draws you to a particular texture or finish?

I'm always drawn to materials that tell a story, whether that's the veining of marble, the rawness of cast brass or the subtle variations in hand-blown glass. Natural materials evolve over time depending on how they're used, becoming pieces that are unique to their owner, which is part of the beauty for me.

I'm also interested in contrast. I like pairing something raw with something refined, polished against matte, organic forms beside sharper lines. It creates a dialogue between form and material that gives each piece more depth and presence.

Can you describe your creative process, where an idea typically begins and how it evolves?

Ideas often begin quietly for me. It might be something I've seen while travelling, a shape I've noticed in nature or a small detail from an object that's stayed with me. I'm always collecting references (photographs, sketches, pieces of material) and letting them sit and inspire.

From there, it becomes hands-on. I sketch, build in clay, refine and test. I think about how a piece will feel to use and how it will live in someone's home. The process is intuitive; I follow what feels right, but it's also deeply considered. By the time something makes it into the collection, it's been touched, questioned and shaped many times over - some pieces are years in the making.

What rituals or routines ground your day-to-day?

I'm a big believer in small, simple rituals that keep me grounded. My mornings always start with a stick of incense, a coffee and a plan for the day. I like taking a few quiet, solo moments to set the tone and remind myself to move through the day with presence and ease.

I travel a lot, so when I'm home I like to nest - fresh flowers in vases, long walks with my whippet, Atlas, and cooking. I love setting the table for dinner, even on an ordinary night. It's a simple gesture, but it turns the everyday into something worth celebrating, and it's the point where everybody's day intersects - a moment to pause, catch up and connect.

How does personal style intersect with your work - do the two influence each other?

For me, they're deeply connected. The way I dress, the way I decorate my home, the way I design - they're all part of the same instinct. I'm drawn to timeless pieces with thoughtful details and to things that feel effortless, but considered. I invest in clothing I can wear across seasons, in classic silhouettes that mix and match easily. My wardrobe is slightly uniform, built on structure and strong foundations that I can play with through colour, texture and detail, when I'm in the mood. That same approach runs through my work - timeless at its core, but with room for curiosity and evolution.

What's next for you - creatively, or in the world you're building around the brand?

We've just launched our new collection, L’APÉRITIF, which explores the art of the pre-dinner ritual. With this range, I've started working with stainless steel and hand-carved horn, which opens up new possibilities for how our pieces function on the table and in daily life.

Looking ahead, I want to keep expanding the world of the brand - exploring new materials, forms and collaborations, but always with the same intention: creating pieces that feel timeless, tactile and deeply considered. I'm interested in how design can shape the way we gather, how we host and how we connect - and how small rituals can make those everyday experiences feel elevated.

How do you see the synergy between Jac + Jack and Corey Ashford?

I've been wearing Jac + Jack since I was a teenager, so in many ways the synergy has always been there. We share a belief in timelessness, in pieces that feel effortless, but considered, and in the power of well-done simplicity.

I've always admired how Jac + Jack approaches design - with quiet confidence, attention to detail and a respect for materiality. Those are the same values that guide my work. I think our worlds meet with that shared philosophy - we create pieces that become part of people's lives and evolve with them over time. It feels like a natural alignment, one built on a shared love of quality, craft and longevity. Now, to be part of that story, not just as a customer but a friend, feels like a full-circle moment.