Talk Shop: Abby Ward
ABOUT ABBY
Abby Ward is the founder of her eponymous art direction and graphic design firm, based in NYC – and the genius behind the now Insta-viral mood boards Ariel and Abby created together to launch Ariel’s Chasing Paper wallpaper line. Abby specializes in photo art direction, branding, editorial content, and creative consultancy for brands and individuals in the world of fashion, interior design, beauty, and more, and is one of our most favorite people to work with.
Abby was formerly an Art Director at Tory Burch, responsible for creating a unique online user experience and translating the brand’s visual identity in the digital space — from directing photoshoots and designing daily editorial content for Tory Daily, Tory Burch’s online magazine, to curating inspiration behind each collection across social media. There’s no one else we’d rather sit down to talk design with!
Describe your style in three words or less:
Light, understated, layered.
What have been the three biggest influences on your aesthetic in your life:
Living in Los Angeles and exploring beautiful areas along the coast like Malibu, Santa Barbara, Ojai, and Big Sur; family trips to Italy and Greece; and working at Tory Burch for 10 years.
How did you start your firm, and what is your favorite thing about what you do:
I have a graphic design and photography background, mostly in fashion. I spent 10 years working at Tory Burch and absolutely loved overseeing and art directing the brand’s editorial and lifestyle features. I was always inspired by the artists, interior designers, and small business owners we would meet and photograph, and knew that one day I would have my own business. As the years went on, I started receiving branding requests and in 2019 I decided to finally take the leap!
Do you have a mentor in your career, and if so, how have they helped to shape your trajectory:
My mother. She has guided me every step of the way and has led by example with her work ethic, dedication, and loyalty. My mother has encouraged me to pursue my passions, see the world, work hard, and always be a little outside of my comfort zone.
What does your home say about you:
Botanicals, sea birds, blue and white, rattan, and stripes all bring me a lot of joy! Our home is such a comfortable and calming space and gets an incredible amount of light. My hope is that friends and family walk through our soft blue door and instantly feel right at home.
Where do you find inspiration:
Books and magazines are still my go-to’s, especially Holiday, House & Garden UK, and Frederic.
Who are your style icons:
Ali McGraw, CZ Guest, Carolyn Bessette-Kennedy, and Marge Sherwood (Gwyneth Paltrow) in The Talented Mr. Ripley.
What are your key ingredients for entertaining:
Good food, ample dessert, a pretty table, and lots of laughter.
Do you collect anything:
Spongeware and Mary Maguire art.
Favorite Instagram accounts to follow for inspiration:
@maison.carlyle, @louiseroehome, @laurenfornes, and @laurenneff.
What design “rule” do you always follow, and which is made to be broken:
Follow: Always measure twice! And never underestimate the importance of scale.
Made to be broken: matching colors exactly.
What are you working on right now:
Mood boards for Fenimore Lane (!!!) and a few branding projects. On the side, I’m working on my next batch of fabric-covered pinboards!
Wardrobe staples:
Striped shirts, printed cotton tops and dresses, high-waisted cropped jeans, white tennis shoes, and woven bags.
Best interior advice you ever received:
You can never have too many baskets.
Best career advice you ever received:
“Hear your own voice. The best thing you have going is you.” Nancy Meyers said this in an interview with Joanna Goddard (Cup of Jo) I once read and has always stuck with me.
Types of home purchases you invest in, and save on:
Invest in artwork and a cushy sofa. In terms of saving, a simple trick that makes a big impact is repainting or swapping out the hardware on an affordable side table or dresser from Chairish or an antique store. I also love using found beach objects as decorative pieces and framing pages from vintage botanical books.
Your greatest extravagance:
Food and travel!
Favorite places to shop for home:
Plain Goods, Berner & Co., Larger Cross, The Six Bells, Hive, and so many amazing gems on Etsy.
Most prized possession and why:
My mom started collecting gold charms for me when I was little and has added special pieces from her travels over the years. The most precious charm is a windmill from Sweden. I love that I can continue this tradition for my daughter.
Your interiors motto:
Blue and white forever.
Your life motto:
Pursue your joy and be kind along the way.
Advice for someone looking to define their own interior style:
Start an album on your phone, or a Pinterest board, with images you love. It helps me to gather and organize inspiration in one place, and then find the common thread.
Take Ten: My Favorite…
Food: Pasta and gelato
Drink: Arnold Palmer
Film: It’s Complicated
Hotel: The Cloister at Sea Island
City: Santa Barbara
Bedding: Sophie Conran and Serena & Lily
Tea or Coffee (and how do you take it): Cappuccino with almond milk
Playlist: 90s hip hop
Weekend Activity: Spending time by the water and watching my son play tennis
Design Book: Hotel Il Pellicano by Slim Aarons & Juergen Teller
