Abigail is a Creative among creatives, providing our strategic vision for our global brand building, innovation and product development across markets and segments. With a passion for design, interiors and textiles, Abi has found her ideal home at Camira and brings with her a proven track record, not only of elevating a brand’s creative expression, but of delivering tangible commercial results and return on investment.
Abi started as she meant to go on, with a first-class honours in Product Design propelling her into a first-class design and creative career. She started out as a designer with interior design consultancy Ferro Design, even specifying Camira fabrics on projects, before joining Helix Lighting as a Senior Designer where she was responsible for high profile product launches and built strong relations with big name retail clients such as John Lewis, Laura Ashley, Habitat and Fired Earth. But it was her love of textiles that shone through and in 2006 drew her to a new position as Design Manager for Coordinated Home for the Asda Walmart Group in Leeds. This saw Abi take on overall category management for home furniture, textiles and décor, blending longer-term creative foresight with bringing products to market to meet seasonal design trends with broad customer appeal. It was a winning formula which led to Abi’s promotion to Head of Creative for Asda’s George Home brand, where she took the creative reins for its launch in 2014 and has been central to it becoming the UK’s third largest homeware retailer.
As Creative Director at Camira, Abi heads up the product design, technical development and marketing teams, steering product development and launch strategy, directing brand and product marketing, and managing a wide remit of customer touchpoints from on-line to global showrooms and events. She brings the same energy and enthusiasm to both her professional and personal life, whether it’s skiing or keeping fit, walking her three dogs, holidaying with husband Matt, or running the Medoc Marathon with 23 wine stops on the way – now that is creative!