There’s a strong connection between how we curate our homes and how we style our wardrobes. Just as a well-chosen outfit can boost our mood, a thoughtfully designed interior can enhance our sense of joy, productivity, and comfort, while also supporting our mental and emotional well-being. In fashion, investing in quality and sustainability means pieces that last, and supporting local is always a good idea. The same philosophy applies to the items we choose for our homes—quality, sustainability, and craftsmanship create lasting value in our most cherished spaces.
Understanding this to nth degree is this week’s muse Hannah Middleton, who serves as the Head of Design at Baya. Alongside Director David, she leads product design while a dedicated marketing and sales team supports the brand across Australasia and beyond. With a background in spatial design, Middleton initially developed her skills in sales within the interiors industry before transitioning to product development and marketing.
“I had been with our parent company for several years when the opportunity arose to launch a new brand,” she says. “Being involved from the initial concept through to the launch was incredibly exciting. I’m proud to be part of a brand that creates beautifully designed, thoughtful products that enhance everyday living.”
Below, and two years into the business, she gleans a day in the life as head of design.
In conversation with Hannah Middleton:
What attracted you to Baya?
What I love most about Baya is the collaborative environment. Creativity is encouraged, and every team member’s input is valued, alongside the feedback we receive from our customers. For example, last season I hand-painted a cushion design, and this season I’ve been focusing on textural elements. It’s inspiring to be part of a team that allows me to infuse creativity into the collections, with a strong emphasis on artisan craftsmanship, natural fibres, and timeless aesthetic appeal.
[At Baya] our designs draw inspiration from the diverse landscapes of New Zealand. This is reflected in our colour palettes, patterns, and forms, which often echo natural elements. For instance, the earthy tones and organic shapes in our rugs are inspired by the local environment e.g. our Shoreline rug which mimics sand when the tide recedes. Within our colour palette, we look at the greens and browns of our bush, as well as the sands and blues of our coastline. Many of our products are handcrafted, including all of our indoor rugs. This results in true art pieces that honour generational weaving techniques, and this commitment to craftsmanship gives each item a unique character.
What were your sources of inspiration for the latest collection?
Arriving at our colour palette and design direction for Spring/Summer involved a blend of inspiration from nature and current design trends. For this season, I drew heavily from the vibrant hues found in New Zealand’s landscapes—think the lush greens of the Waitakere forests, the soft blues of the Pacific Ocean, and the warm tones of our Northern sunsets. These colours evoke a sense of tranquillity and connection to the outdoors, perfectly suited for the lighter, airy feel of spring and summer. My sources of inspiration also included art and architecture, as well as global trends observed in design shows and forecasting. I pay close attention to how colours and patterns evolve each season while considering what resonates with our brand identity and our customers.
Balancing trends with timeless pieces is key to our approach.
While we incorporate fresh, trending colours and patterns each season, we ensure that our core designs remain versatile and enduring. For example, we might introduce a seasonal accent colour in our cushions or throws, but the overall style and textures stay classic, allowing them to complement various interior styles over time. This way, our products feel contemporary yet have lasting appeal, ensuring that customers can enjoy them for years to come.
In what ways does Baya incorporate sustainable practices or ethically sourced materials in its product designs?
At Baya, we use ethically sourced materials that are not only eco-friendly but also support fair labour practices through our GoodWeave certification. We focus on natural fibres and recycled materials to minimise our environmental impact; in fact, almost all of our outdoor rug range is now made from 100% recycled PET. We emphasise creating products built to last. By designing for durability, we encourage consumers to invest in quality over quantity, ultimately reducing waste.
Additionally, we’re in the early stages of an exciting project involving New Zealand’s wool industry and how we can better support our farmers—stay tuned, because we can’t spill all the beans just yet!
What daily rituals or sources do you turn to when you’re seeking creativity for your designs? Is there a place or activity that helps you break through any design blocks?
Daily rituals play a significant role in nurturing my creativity. I set aside time each day for moodboarding, sketching, or painting, which helps clear my mind and explore new concepts without the pressure of perfection. I also enjoy taking walks in my neighbourhood to observe how different design elements interact in everyday settings, from the lines of a building to the colours of a garden.
When seeking inspiration for my designs, I often draw from various fields, particularly art and architecture. Exploring different artistic movements or architectural styles can spark new ideas and perspectives, whether it’s colour combinations, textures, or forms that I can then translate into my work with cushions, throws, and rugs.
If I encounter a design block, I find the best remedy is to take a break. Whether it’s a quick walk, a coffee, or a little tidying up, these moments help me reset. I often return to my work with a fresh perspective, allowing me to move past any creative hurdles.
In what ways do you think our environment or interiors influence our mood and wellbeing?
From my spatial design background, I firmly believe that our environment has a profound impact on mood and well-being. Thoughtfully designed spaces can enhance comfort, creativity, and relaxation. Elements like natural light, colour palettes, and textures all play a significant role in influencing our emotions. Ultimately, thoughtfully designed interiors can uplift our spirits and foster a sense of well-being, creating spaces that support our mental and emotional health.
What advice would you give to someone interested in pursuing a career similar to yours?
I studied spatial design, but any design major could lead you on a path like mine. Ultimately, passion and the courage to seize opportunities are what truly matter. Focus on developing your critical thinking skills; understanding your customer and their needs is the foundation of effective product design. Embrace feedback, as it’s essential for refining your ideas and designs. Stay connected to your passion—remember what you love about design, as it will help you navigate challenges. Trust your instincts, keep learning, and enjoy the journey!
Do you have a daily or life mantra to live by?
Keep the big picture in mind; today’s struggles are tomorrow’s strengths.
Quick-fire questions
The most cherished item in my home is… My wedding/engagement rings (my grandmother’s from 1944).
My top three favourite pieces from Baya are… The Sunset cushion from the current collection (hand painted by me), our new Haywood rug in colour Caper & our Millhouse linen throw (I love throws all year round).
My favourite place to dine… Lilian – their burrata and tiramisu would be my last meal
My next holiday destination… thinking Hawke’s Bay for a significant birthday next year.
My guilty pleasure TV show or movie is… Baby Reindeer had me hooked
Three beauty products I can’t live without… I’m a creature of habit who sticks to tried and true basics: Cetaphil moisturiser, sunscreen and I’ve recently started using the Camp Lane Retinol + Vitamin C sticks.
