Craig Raeside

INTERVIEW: Carine Visagie

Créma Design’s new owner enthusiastically champions the cause for top-quality designer furniture.

As one of a handful of South Africans who import some of the world’s most coveted designer labels, Craig sure is the man to talk to if you’re a discerning buyer with a taste for the contemporary. 

You recently moved back to Cape Town after building a successful career in the UK. What excites you about your new venture as the owner of Créma Design? 

After spending many years in London, where I was immersed in the industry and its associated brands, I’m now privileged to be able to represent some of the most iconic of those brands in my home, Cape Town.  

I couldn’t have dreamed of a better homecoming experience. It was pure chance that Kate Liebenberg, the previous owner, fell pregnant with twins just as I was returning and decided to sell.

Créma imports some of the world’s best-loved designer brands, including Tom Dixon, Moooi, Foscarini and now Magis. What is your view on investing in long-lasting, high-quality items as opposed to buying more affordable furniture/lighting pieces?  

There’s a marked quality difference. Most of the pieces we sell have a lifetime guarantee, so these are items that stand the test of time. We sell collectable, signature pieces by iconic designers. Anybody with an eye for design will know that these are not to be found in your local shopping centre.  

What are your plans for growing Créma (without giving away too much of your business strategy!)? 

I feel Créma needs more active marketing, particularly outside of Cape Town, so I’m planning to visit some key designers around the country. We’re also currently redesigning our website to include a much broader product offering and we’re bringing in lots more showroom sample stock.

To add to the excitement, recent changes in the industry have allowed me to increase our portfolio by taking on Magis, Vitra’s home collection and Amat, which allows us to address the contract market more.

Are you planning to stick to importing design items, or do you envision showcasing local pieces along with the items from international designers?  

I strongly believe that what’s missing from the South African market is well-designed, well-priced locally manufactured furniture pieces. You either have to invest in high-end pieces such as those from Créma Design (i.e. modern European design) or buy copies from Asia.  

We have amazing talent in South Africa, but it’s not communicated well enough to the market. I would absolutely love to showcase South African design under one umbrella, and even take that umbrella overseas…

What’s your favourite design item right now?  

It’s the first thing I’ve allowed myself to order through Créma Design: the new Flux chair from Magis in bright yellow. It’s a wire chair, which works well outdoors, and which reminds you of what your ouma used to have on her stoep – but with a very modern twist.

And your favourite designer?  

I just love Tom Dixon – probably because I spent so many years worshipping him in the UK. I have a weakness for anything retro, which all the brass and copper he loves to use addresses beautifully. His Void pendant lights in spun copper, brass or stainless steel are my current favourites.

• Créma Design: 021 434 0661, www.cremadesign.co.za