Following the launch into the UK market at the beginning of the year, we caught up with Cristina Rugo, Creative Director for luxury designer Italian furniture brand, Greycaine, on progress made so far.
January 2025 marked the introduction of Greycaine into the UK furnishings market. The luxury Italian furniture brand opened its debut showroom at Unit 7 Trade Park on Greycaine Road in Watford and has seen a positive response since launching.
The UK showroom spans over 3,000sqft and features a handpicked selection of furniture, sofas, dining sets and bespoke items as well as a dedicated interior design area, where customers can receive personalised consultations from the Greycaine team.
“At Greycaine, we are bringing the best in luxury Italian design to the UK at sensible prices,” Cristina says. “The UK market is so important for luxury brands, and we wanted to create a physical showroom where customers can see our collections and speak to our knowledgeable team. We have been very happy with our launch, it’s still early days but the response has been positive, the collection is resonating with our customers, and we look forward to continue building the Greycaine brand.”
One such product that has stood out with UK consumers is its Nefele Cloud Sofa for its “unique sculptural design”, that really is a “statement piece”. Cristina also explained other trends she is seeing in the industry. “From a luxury point of view, personalisation is at the forefront, and we are seeing a continued rise in bespoke requests. Customers are looking for furniture for their home which reflects their personal taste and style. They want to invest in items unique to them and this is best achieved via bespoke commissions.”
With the UK expansion firmly up-and-running, Cristina shared an insight into her background, which has been key to spearheaded this new venture. “I grew up in northern Italy, in one of the well-known furniture manufacturing hotspots around Treviso which is renowned for its production of textiles. It also celebrated for its creation of Italian wines and is famous for being the original production area of Prosecco.
“I received job offers from several furniture companies and discovered the world of luxury furniture. These companies were internationally renowned brands operating on a global scale, and since I spoke three languages, I was an ideal candidate. This was my initiation into the furniture world and I haven’t looked back. Working with global brands allowed me to travel, experience different cultures continue developing my language skills and learn the working of the furniture business.
“I decided to move to London as I wanted to improve my English, and I began working for a furniture shop that, coincidentally, had been one of my clients back in Italy. Design, and luxury furniture is my passion, I love the multi-faceted industry especially the luxury sector, it’s an exciting time for the industry and overseeing Greycaine as Creative Director is a role I’m not only passionate about, but I’m looking forward to establish and grow.”
A key element of the role is design and being creative, so how does Cristina source inspiration? Her Italian roots are often the beginning of a design journey. “Growing up in Italy continues to inspire me. I draw inspiration from craftsmanship, intricate details and timeless design. Design must be beautiful but it’s important to create pieces built to last. I love the idea of furniture being passed down to future generations to enjoy. I love refined simplicity which can be achieved using sculptural forms and luxurious materials.
“The design and interiors world are constantly evolving, especially as the way we live is changing but fundamentally good design remains at the forefront. Trends will come and go but quality and craftmanship are always the benchmark. For the luxury market, it’s about investing in pieces you love but that are built to last rather than buying into certain trends. Sofas are quite an interesting example as consumers are increasingly looking for modular pieces which can be updated, tweaked depending on their lifestyle and needs.
“We are at a very exciting moment for interiors with new technologies which continue to revolutionise design and opening new possibilities. There is more choice than ever in terms of materials and finishes, production times can be reduced. However, craftsmanship will always be imperative to interiors, and there will always be a space for hand crafted and finished pieces.”
From one creative to another, Cristina – who, when outside of work, enjoys travelling, music and the odd DJ set, shares some advice for aspiring designers, “Don’t be afraid to make mistakes – it’s where true learning and growth happens. Instead of avoiding challenges you think you can’t handle, take the initiative to study, research, and find solutions on your own. That’s how you develop new skills and grow. Take on challenges even they seem impossible, this is where you will create your best work.”
As Cristina and the Greycaine brand look to build on its early UK momentum, the business sees the British market as a “special” opportunity, which could see the company’s footprint expand further. “It’s an exciting time in the design and interiors sector at the moment and as a new brand, at Greycaine, our goal is to continue to grow, with additional locations and build our portfolio of beautiful products. Watch this space!”
