I love Christmas and I love timeless, pared-back style, but the two don’t often go hand in hand. That’s why I was delighted to come across All White Christmas – a new webstore stocking a beautifully curated selection of Nordic-inspired decorations, as well as understated cards, gifts and other accessories for the festive season and beyond. I was even more delighted to discover that founder Jill Clarke and I have a huge amount in common, including a passion for classic Danish design and an aversion to throwaway trends. We even share a love of cats, and we’ve been swapping photos of our resident fluff balls on Instagram over the last few weeks!
Keen to find out more about All White Christmas and the inspiration behind it, I chatted to Jill about her background, her approach and her links to Denmark. She’s also shared her thoughts on how we can make the most of Christmas, even during these difficult times…
Hi Jill! Please can you start by telling us a bit about yourself?
“Of course! I’m almost 46 with previous careers as an eye specialist and freelance fine-art photographer. I’m now a sculpture designer and founder of the ‘All White’ group, which recently launched with All White Christmas.
“I’ve lived and spent many happy times in Denmark over the last 25 years, mastering the language and embracing the culture and way of life. My two children are Danish, and they’re now part of our blended family of five kids. My husband Simon and I are currently building our dream home in rural Cheshire, influenced greatly by minimalist Scandinavian design.”
What inspired you to set up All White Christmas?
“I’ve always found myself having to carefully edit the decor on offer in the lead-up to Christmas, searching for well-made ornaments, crafted cards, natural materials and pared-back styles. I’m such a visual person and I get easily overwhelmed by lots of colours and shapes. What’s more, my Danish world exposed me to the very real concept that less is more – it really isn’t a cliché.
“For a good while I wondered if there could be a market for a calm and lovingly curated collection of items which can be used for Christmas but also throughout the year. I discussed it with Simon, and the idea of All White Christmas was born. I then started sourcing products and decided to make it happen.”
How do you go about choosing pieces to stock? Are there any key criteria?
“Definitely! I only choose pieces that I actually like and would have in my own home. Anything that doesn’t fit the bill isn’t listed, which means I’ve rejected stock even though I’ve paid for it and can’t return it. It’s so important for me that I believe in what I’m selling.
“I’m drawn to lots of ceramics and candles with a neutral theme. Of course I adore pale colours, but I also like adding black, olive green and dark grey to create depth. I’m delighted to be stocking items from respected Danish houses such as by Lassen, Rosendahl, Normann Copenhagen, Frama and Anne Black, but I also love working with independent UK-based creatives like Brüün, Sophie Cooke and Tone von Krogh (with whom I’m creating my own design of candleholder to be launched in 2021!). There is so much talent here and supporting it is more important than ever.
“Another aspect of my business which is a must is reducing the use of plastic. I choose eco-friendly packaging and I don’t stock any faux foliage, which is very popular at Christmas. I’m not saying anyone should feel they can’t keep previous faux-foliage purchases – I have some that I still use and it’s better than binning it! However I do believe that creating a demand, no matter how small, adds to the global impact of plastic, so it’s something I feel passionate about. It limits what I can offer but I’m ok with that.”
Do you have any personal favourites from your range?
“I do – the blind-deboss Christmas cards. My eldest daughter helped with them as she’s a graphic design student, and I worked with the very lovely and extremely talented Sarah Phelps of Sarah + Maude, who hand-prints each card on her antique letterpress machine. Together we’ve developed a beautiful end product, and the process of collaborating was very fulfilling.
“I’m also totally obsessed with the Ester & Erik candle range, especially the cone candles. They make me smile every time I package them up for customers.”
I hear you have plans for a sister shop stocking year-round homeware. Could you tell us a little more about it?
“All White Home will launch in 2021 as an organic extension of All White Christmas, and I’ll be stocking classic Danish furniture, lighting and accessories with a gentle minimalist vibe. My plan is that this will become my mother brand, with All White Christmas opening for 8-10 weeks every year. It’s important that I learn from my initial step into retail, so there will be a considered approach to the new store. The items will be the very best quality and there will be an impeccable customer journey, as well as interior-design services. It’s an exciting horizon!”
It’s clear that your links with Denmark have had a strong influence on your style and approach…
“Indeed. Denmark is in my blood. My first visit was at the age of 21, when I was very much in love with a Viking. That relationship may not have lasted but my time there has certainly influenced my day-to-day life and my interior styling. Even though I’m now based in the UK, I’m proud to call Denmark home. My children and I visit Farmor (paternal grandma) a few times a year so our links are everlasting.
“I remember the first time I fell in love with Danish design. I sat in a chair made by Carl Hansen, running my hands over the wooden arms and admiring the soft leather cushions. I was in awe of the craftsmanship and the way the design has lasted for decades. From then on I was drawn to classic pieces of furniture like a magnet. Buy once, keep forever – a very Danish philosophy and one which resonates with me. I’m happy to see it beginning to filter into design more widely, too – I care about our natural world so any shift away from disposable culture is encouraging.”
How about the Danish Christmas – are there any traditions that you incorporate into your own celebrations?
“Many! We start with Advent. A candle is lit every Sunday in December, until there are four burning. Lots of families make their own Advent wreaths, and I really love this tradition.
“Then there’s the Christmas tree. In Denmark many people only bring in their tree on 23rd, and this is something I’ve adopted loosely. The kids always want it up as soon as December arrives so we don’t wait quite as long, but the occasion of choosing a tree, unwrapping it and chopping the trunk is always special. My kids take it in turns to put the Georg Jensen star at the top, and we have a collection of Georg Jensen ornaments that I love. It started during my first Jul in Denmark, when I was gifted a limited-edition hanging ornament by Mormor (maternal grandma). My kids now receive one every year without fail.
“On Christmas Eve, we have pebernudder (cinnamon-based cookies), ableskiver (small round doughnuts, traditionally served with blackcurrant jam and gløgg), duck with dates, caramelised potatoes and red cabbage (a fave in our family), and ris a la mande (a cold vanilla rice pudding with whipped cream, almonds and hot cherry sauce). And on Juledag (Christmas Day), there are endless courses of delicious food, including my favourite: herring!”
Finally, Christmas is going to be quite different for many of us this year. Do you have any tips on how we can still make it as joyful as possible?
“Focus on your own inner circle and spend meaningful time together in whatever way you can. Take a walk in nature, make something interesting from leftovers, keep things cosy, and step away from screen time. In short, be present.
“If you’re alone then reach out for company. And take a moment to look out for friends and neighbours who may need some support or a friendly wave. Christmas is a wonderful time but for many it stirs tricky emotions. I also feel it’s important to be mindful of those who are having a difficult time. We always support local food banks and charities, even if it’s something small. It takes very little effort to make a big difference.
“Last but not least, send an old-fashioned note to people you care about and can’t see. There’s nothing nicer than receiving a hand-written letter or card in the post.”
Thanks Jill!
Head over to All White Christmas to browse Jill’s beautiful range of festive decorations, gifts and accessories, and follow her on Instagram here.
All photography via All White Christmas
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