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25th Jun 2019
Christina Symes and Jessica d’Abadie have long been best friends, but their business relationship is a fresh one. In 2013, they left their retrospective careers and launched Triibe, an interior design business and studio. Symes, who was in fashion and production, and d’Abadie, who worked as an exhibition designer, had an itch that only a new creative venture could scratch, so they threw every inch of themselves into building out their business.
In retrospect, the blood, sweat, and long hours were worth it; Triibe now holds studios in both Sydney, Byron Bay and Melbourne, and has worked with some stellar clients including Aje, Assembly Label, and In Bed Store. Their aesthetic is minimal and grounded, and a quick scroll through their Instagram confirms their elevated taste.
Symes and d’Abadie spoke with Vogue about launching Triibe, as well as all the highs and lows that came with it. For the entire interview, keep reading.
What did the initial conversation sound like when the idea for Triibe was dreamt up?
Christina: “Jessica and I have been friends since high school, but we never really thought that we would end up in the same career, let alone in business together. Before we started Triibe, I was working in production and fashion styling, and Jess was working as an exhibition designer at the Gallery of Modern Art in Brisbane when we both simultaneously craved a change of direction. It was one night over wine and dinner, as many great ideas are born, that Jess suggested we go into business together to start an interior design studio. I was hesitant at first, having been through a short-lived business partnership already, however Jess has a tendency to convince me something is a good idea. And the rest is history.”
And from that point, how did you formulate a plan?
Jessica: “We just had this drive. We were so passionate and determined that we worked every waking hour to get the business up and running. Christina enrolled into an incredible interior and furniture design course in Florence, Italy. Literally within three months she packed her bags and moved overseas to study design. I stayed in Australia, soaking up as much as I could in my role at the art gallery, as well as doing an online business course, and from there we started to plan the launch. We decided we would launch Triibe in Sydney, so once Christina returned from her course in Florence and some work experience in Berlin, we both moved cities.”
What was it like financially for you both, leaving a job to launch a business together?
Both: “We won’t sugar coat it; it was difficult. Like so many start-ups, we had to work seven days a week, working part-time to generate income as well as working on the business, waking up at 5 a.m. and not stopping until late evening. We kept that up for about six months, burning the candle at both ends, until we took the plunge and took on Triibe full time. We’ve never looked back.”
How did you arrive at the business name?
Both: “From the very beginning we knew we wanted Triibe to be about community and sharing ideas and tips – something which we found the industry was so closed about. Our vision was always to help people create spaces which made them feel good. We started with an Instagram account and shared weekly #TriibeTips which received an incredible response. From there, we created free downloadable Triibe tip sheets on our website, and contributed to workshops and columns in magazines and online blogs wherever we could. We just wanted to share our knowledge with our community and that community, our tribe, grew so quickly because of it.”
As co-founders, how do you share your roles and responsibilities?
Jessica: “As we are still a small team of designers, we both split the business admin and lead different projects depending on which ones play on our aesthetics or our strengths. We both do very similar things, but generally Christina focuses more on the marketing side of the business and I focus more on the finance side of things, alongside our project work.”
What’s been the toughest moment for you both in the business journey?
“The toughest moment for us was definitely the beginning. We were burnt out and under immense stress. It took a significant toll on our personal lives, but it was all worth it to be able to be doing what we love today.”
Describe each other in three words.
Jessica: “Christina is ambitious, confident and level-headed.”
Christina: “Jessica is inspiring, driven and my rock.”
What’s your go-to work uniform?
“Without planning it, we’ve definitely started to dress the same in our office. We all tend to opt for comfortable and versatile outfits – block colours paired with RM William boots or sneakers are definitely our staples.”
If you could have a 30-minute meeting with anyone, who would it be?
Jessica: “I would want to meet author Paulo Coehlo and ask him what happiness means to him.”
Christina: “Funny thing is Paulo Coehlo would be on the top of my list also. I read The Alchemist at a very pivotal point of my life and it completely shifted my way of thinking. Perhaps the three of us need to have a 30-minute power lunch together to discuss all things happiness, life, and love.”
When it comes to design, what does your creative process look like?
“It’s a very collaborative process with our whole team, whether it’s for a client or an in-house project. We get together at the beginning to bring together our ideas for whichever space or product we’re creating. From that point, we have a very clear phase-by-phase process to bring the idea to life, starting from the schematic design, and working our way through a schematic development phase, and 3D rendering. This ensures not only the team, but also the client, have a very clear understanding of what the end result will look like, and everyone is ultimately really happy with the outcome.”
Where do you go to stay up-to-date and inspired?
“We get a lot of inspiration from artworks, being outdoors in nature and natural elements. It’s quite evident through our designs and aesthetic how much these aspects influence us. With regards to staying up-to-date, we arrange regular meetings with local and international suppliers so our team can stay educated about the latest available offerings and have a greater understanding of the products we put forward for projects.”
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