Art of Meaningful Luxury
Evolving from a deeply personal concept into a brand embraced by some of the world’s most prestigious retail environments, Paint My Dreams continues to grow and flourish by adhering to its original vision, ensuring every customer receives the very best. Here, RLI speaks with Founder Kate Cullingworth to find out how the business started, how it has grown since inception and what its next steps are.
The growth of Paint My Dreams has been shaped by its customers, through subtle personal details and by listening rather than scaling. Kate Cullingworth, Founder of Paint My Dreams feels that what resonates at a luxury level is not volume or convenience, but attentiveness, the time spent on each client, the care given to the craft and the intention behind every piece. It is because of this that the brand today sits comfortably in refined retail environments, in settings where luxury is defined by consideration rather than excess.
A key milestone for the business was its introduction into the world-renowned Harrods store in London, UK. For a business that began life at a kitchen table and shaped by family life, to now sit within an institution that represents the highest level of care and consideration, has been a highlight of its journey to date.
“Harrods is trusted globally for its discernment, so being part of that environment has naturally helped people understand the brand more clearly. It reassures international customers that the company values quality and that every piece is made with intention,” explains Cullingworth. “At the same time, it has not changed how we work, it has simply allowed the story to travel further, while staying true to what matters most.”
Paint My Dreams also has a presence within Harvey Nichols in Riyadh, Saudi Arabia and the experience of working with Middle Eastern clients has been a lesson in the beauty and meaning of family.
One experience Cullingworth recalls was the creation of a piece for a valued customer, Moza, who was expecting a granddaughter carrying her name. Upon discovering that the name meant the rarest pearl inspired a delicate pearl design for a layette set, which was not only visually stunning, but rich with sentiment as well.
“It is moments like this that have shown me that storytelling in the region is quiet and symbolic and that when meaning is carefully listened for, the result is something truly unique.”
With a lot of her work focusing on life’s most important moments, the pieces are about creating something that feels meaningful and unique as the person it is made for. It is being part of this process, choosing details, sharing a story, helping shape something personal that allows the gift giver to feel deeply involved in creating something special. Whether it is a firstborn’s blanket or a bespoke keepsake to mark a significant milestone, these items carry individual significance and a personal touch that is simply not there when compared with a mass-produced piece.
Approaching each and every commission with the same care and respect, regardless of scale or client, Cullingworth’s aim is always to honour each customer and story with thoughtfulness, ensuring each piece feels truly personal and unique. “When someone invites me into a private moment, I am always conscious that it is about trust as much as design, so listening carefully is always the base line. Discretion and sensitivity shape every part of the process.”
She continues by saying that protecting intimacy and authenticity comes from staying close to the process. Working with major retailers has enforced the importance of clear boundaries, as even within large retail environments, every piece is still made to order and shaped by the individual story behind it.
“I am careful not to let scale dilute the experience, keeping production slow, maintaining control over design and materials and ensuring the customer’s story remains central. By holding onto these principles, Paint My Dreams can continue to exist within a global luxury framework while still offering a personal touch.”
Business growth is something that is always on the table, but only in circumstances where it allows the brand to remain close to the work and the customer. So while this could mean deeper relationships in existing regions, gentle extensions of the collection or collaborations with partners who share the same respect for craft and sentiment, protecting the emotional core of Paint My Dreams will always remain the priority.
Coming up in the pipeline the Founder explains that they have some exciting developments planned for the brand’s visual merchandising that will offer a more experiential insight into the story of Paint My Dreams and into the craftsmanship behind each piece. A thoughtful way to share a little more of just what exactly happens behind the scenes.
As our time runs short, we ask what someone encountering Paint My Dreams for the first time can expect from the brand and what does the Founder hope they immediately understand about the company and its purpose.
“Whether in London or the Middle East, I hope it feels gentle and personal, rooted in emotion, family and meaning and that it leaves them with the sense that this is something made to be cherished, not rushed and always created with the customer’s happiness at heart,” says Cullingworth.
“I hope they immediately sense the care behind the work, that Paint My Dreams is about more than what you see and that every piece is created with intention, patience and respect for the moment it represents.”
