September 05, 2019
Behind The Scenes with the Founder of Adore Home Magazine!
Loni Parker is the Creator & Founder of the Australian based Interiors magazine, Adore Home Magazine. What was once an online only publication is now a printed publication that is released every three months.
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Available in newsagents and boutique stores across Australia the magazine dedicates itself to modern, beautiful homes and spaces.
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It showcases current trends and pieces that constantly inspire it's readers and I cannot wait to hear all about Loni’s journey, thanks for joining us!
Photography: Annette O’Brien / Styling: Alana Langan / Interior design: Fiona Tucker
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Wow, I cant believe this day is finally here, I am a long time reader of your magazine and a total fan girl! Can you tell us how the magazine started and what the journey has been like?
Oh thank you so much! I was working at a small magazine publishing company in Brisbane as a graphic designer and after a number of years there felt like I was at a cross-roads with my career path. I loved interiors and was thinking of making the switch to interior design, but then I also had the idea that I could combine those two passions and start my own interior design magazine. If it didn’t work out I would just give interior design a go, but turns out the magazine was popular all across the globe so I decided to continue with Adore. I worked my full time job and did Adore on the side for about three years, until I was absolutely mentally drained. The amount of hours I was working each week was ridiculous and something had to give. I decided then, that I would quit my job and focus on Adore full time. It was really scary at first, but it was the best decision for me - in terms of my happiness and my career. I love what I do, and it definitely still feels like a hobby sometimes!
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What does an average day look like for you and what is your favourite part of “the job”?
A lot of what I do on a day to day basis is emailing. Emailing designers or home owners to feature their homes, organising photoshoots, giving briefs to my freelance writers, requesting high-res images of products for the magazine, etc. I work from home so at the moment the biggest distraction is renovating my home. I’m lucky that some days are more quiet than others so I can get stuck into painting or making moodboards/selecting products for the renovation. I’m also a graphic designer, and I design the magazine, so typically I will also be designing spreads for the magazine or working on blog posts. My favourite part of the job is when high-res images come in from photoshoots which I’ve organised specifically for the magazine. That’s the most rewarding thing - it honestly feels like Christmas morning when beautiful new images come through! The photographers and stylists I work with are next-level amazing.
A lot of what I do on a day to day basis is emailing. Emailing designers or home owners to feature their homes, organising photoshoots, giving briefs to my freelance writers, requesting high-res images of products for the magazine, etc. I work from home so at the moment the biggest distraction is renovating my home. I’m lucky that some days are more quiet than others so I can get stuck into painting or making moodboards/selecting products for the renovation. I’m also a graphic designer, and I design the magazine, so typically I will also be designing spreads for the magazine or working on blog posts. My favourite part of the job is when high-res images come in from photoshoots which I’ve organised specifically for the magazine. That’s the most rewarding thing - it honestly feels like Christmas morning when beautiful new images come through! The photographers and stylists I work with are next-level amazing.
Photography: Janis Nicolay / Interior design: Stephanie Vogler, The Cross
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Which upcoming homewares trends can our followers look forward to seeing in your upcoming spring edition? What are some styling essentials that you couldn’t live without?
Our Spring edition has a couple of homewares trends in it – one called ‘Sand Dune’, featuring beautiful products in nude, clay and cream tones. And another one (which is my personal favourite at the moment) - ‘Sage and Natural’. I can’t get enough of the colour sage at the moment. Books and fresh flowers are my go-to styling essentials. At the moment I’m loving dried flowers and foliage, like pampas grass, cotton and dried palm fronds. They’re very in right now and go with a boho/coastal vibe.
Our Spring edition has a couple of homewares trends in it – one called ‘Sand Dune’, featuring beautiful products in nude, clay and cream tones. And another one (which is my personal favourite at the moment) - ‘Sage and Natural’. I can’t get enough of the colour sage at the moment. Books and fresh flowers are my go-to styling essentials. At the moment I’m loving dried flowers and foliage, like pampas grass, cotton and dried palm fronds. They’re very in right now and go with a boho/coastal vibe.
Photography: Annette O’Brien / Styling: Alana Langan / Interior design: Fiona Tucker
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I know that you are currently renovating your house, would you say you have a style and if so, how would you describe it?
Overall I want my house to have a coastal feel - we’re situated a few hundred metres from the beach and we have exposed beams and raked ceiling in the front half of the house (the living/dining/kitchen) zone so this goes with that coastal/boho vibe. I would say though that I’m very inspired by Southern Californian designers who have a bit of a mid-century influence in their designs, so that will influence my decorating decisions I think.
Overall I want my house to have a coastal feel - we’re situated a few hundred metres from the beach and we have exposed beams and raked ceiling in the front half of the house (the living/dining/kitchen) zone so this goes with that coastal/boho vibe. I would say though that I’m very inspired by Southern Californian designers who have a bit of a mid-century influence in their designs, so that will influence my decorating decisions I think.
Photography Janis Nicolay / Interior design Stephanie Vogler, The Cross
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Every interior lover I know is a huge fan of your Magazine, What do you attribute the success of the magazine to?
Oh that’s so kind of you to say! I guess I’ve always tried to keep Adore content-rich and by that I mean no filler pages. Sure it might have less pages than other interior design magazines, however a lot of interior magazines tend to fill it with advertorial content or stuff that’s not particularly inspiring or interiors-relevant. I try to keep Adore filled with eye candy on every single page.
Oh that’s so kind of you to say! I guess I’ve always tried to keep Adore content-rich and by that I mean no filler pages. Sure it might have less pages than other interior design magazines, however a lot of interior magazines tend to fill it with advertorial content or stuff that’s not particularly inspiring or interiors-relevant. I try to keep Adore filled with eye candy on every single page.
In todays fast paced lifestyle, winding down and getting a good nights sleep is much harder. Do you have a bedtime routine or anything you swear by to ensure you get the rest you need?
I normally go for an hour long walk every afternoon by the beach – I know it’s not particularly strenuous, but I swear that I sleep better on the days I go for a walk. I usually watch a tv show on Netflix or Stan before bed – I’m not sure if this is good for you but I find myself very sleepy afterwards. I also try not to look at my mobile phone an hour before going to bed.
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Whats coming up for you (besides an entire house renovation) & Adore Magazine?
I’m currently longing for a summer holiday – The Calile Hotel is calling my name I think.
I’m currently longing for a summer holiday – The Calile Hotel is calling my name I think.
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Loni's favourite product by The Cover Collective is
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You can contact Loni & find Adore Magazine on any of the below platforms.
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Thank you for taking the time to read our interview.
We hope you loved reading it as much as we loved writing it.
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Live Well,
Nikki &
The Team at The Cover Collective
