The home of inspiration

5 Minutes with…Victoria Jackson

As part of our new ‘5 minutes with’ interiors feature, we’re delighted to talk to Victoria Jackson, founder of the multi-award winning blog, Apartment Number 4, about her design inspiration.
Hints & Tips

How did you first get into interior design?

Funnily enough, I studied journalism at University before going on to become the editor of a menswear magazine. However, alongside that I was running Apartment Number 4 as a hobby, talking about my love for creating a beautiful home on a budget. This is where I really started to develop my own interior style and, as I entered my 30s, I started to use my disposable income less on fashion and more on homeware, I knew it was a passion I’d like to take further. I’ve had no official training, but I’d say I’ve honed my craft over the years with a good eye and lots of silly mistakes to learn from.

How would you describe your interior style?

I love an eclectic mix of home décor, from mid-century inspired furniture, to plenty of blush pink, faux flowers and lush textures. The overarching theme to whatever room I’m working on is feminine and fun – with a little Californian boho chic thrown in for good measure. Do you see now why I said “eclectic” to start with!

What are your favourite trend of the year so far?

Although we’ve seen the trend for Scandinavian design reworked many times over the last couple of seasons, Scandi Seaside – which is a mix of light woods, relaxed curved silhouettes, driftwood, powder blues and off-whites – is definitely hitting the spot for summer. The use of natural textures such as wood and cotton adds warmth to the Scandinavian trend, which can sometimes verge on looking slightly too clinical if used with a more typical monochrome colour palette.

Where do you turn for inspiration?

I love seeing how other people have styled their homes on Instagram. Pinterest is always going to be a favourite of mine, but the trouble with that platform is, when you try to emulate these picture-perfect, often professionally styled and shot, rooms, you feel let down when it doesn’t turn out the same way. Looking at Instagram allows you to be able to see real houses, styled in a very real, attainable way.

What is the most treasured item in your home?

I have a blush pink occasion chair in the corner of my hallway, which has seen better days. But it was made by my Grandma and I keep promising that I’ll get it reupholstered in a velvet fabric and have the legs sprayed. There’s a part of me that wants to attempt it myself, but then there’s also a big part that thinks I should perhaps leave it to the experts.

What do you look for when investing in larger pieces of furniture?

For me, if something aids my comfort – a sofa, a mattress, an armchair – then it’s worth the investment. I take a while to consider investment purchases, but the main question I ask is, will it stand the test of time both quality-wise and style-wise. I made the mistake once of buying a sofa in a very trend-led colour, and although I loved it at the time, it dated very quickly. Pieces of furniture like the Ercol range at Furniture Village, for example, are absolutely effortless and will look great for years to come.

Favourite piece from Furniture Village?

It would have to be the Ercol Originals Rocking Chair because it’s such a timeless silhouette and I can imagine throwing over a sheepskin rug over the back and creating the perfect little reading nook at home by the balcony.

What is the best piece of advice about styling your home that you have received?

I’d say, not rush into buying furniture when you first move into a home. It can be very easy to go out and fill a room to make it feel homelier, but we should wait a little to live in the space and see how it flows. Discover how you want the room to work, what the main function will be and then decide what furniture you’d like to complement that.

Tell us about your new project, 4 Magazine?

Ah, well 4 Magazine is my new baby. Having spent the last 8 years in publishing, the next organic step was to combine my experience and knowledge with my love of interior design. 4 Magazine is a digital publication that’s sent completely free to your inbox every month, and the beauty of it is, every single product featured is shoppable – you just click the image and you’re taken to the website to purchase. I wanted to create instant inspiration, rather than seeing an item in print and then not being able to find it afterwards. The response has been amazing so far and I’m excited to pull the next issue together.

We hope you’ve enjoyed your 5 minutes with Victoria Jackson and feel as inspired as we do. From our Giant Bottle Vase and Michelle Collins Outside In wool rug, to the Ercol Romana small extending dining table, we have plenty of Victoria’s top Scandi Seaside picks to choose from.

Shop Scandi style



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