It Began with a Feeling

It began with a feeling. A memory from a quiet Italian villa years ago. It wasn't the grand architecture or the ornate art that stayed with me, but something much simpler: the gentle weight of a centuries-old linen sheet, softened by time and care. It wasn’t a display of overt luxury, but something far more profound. It was a sense of soulful, tangible comfort that had endured for generations.

That feeling never left me. As someone with a lifelong passion for interior design and a belief that our homes should be our sanctuaries, that memory from Italy felt less like an observation and more like a calling. It became the guiding light for a question I asked myself time and again: how can we bring that same sense of timelessness and heartfelt comfort into our own modern lives?

From my design studio here on the Gold Coast, inspired by a lifestyle that celebrates natural beauty and relaxed elegance, the answer began to take shape. The answer is By Giulia.

I envisioned a collection of pieces that were more than just beautiful objects; they were to be modern heirlooms, crafted with intention to transform a house into a sanctuary. In a world that often moves too fast, I wanted to create something that encourages us to slow down, to appreciate the beauty in the everyday, and to cherish the items we choose to live with.

Our philosophy is simple, and it is at the heart of everything we do. We believe in honouring the beauty of nature by starting with the finest, most sustainable materials, like pure European flax linen. We believe in the story told by every stitch, in designs that are timeless rather than trendy. This is the essence of our promise: soulful craftsmanship that you can see and feel, and enduring comfort that becomes a cherished part of your daily life.

By Giulia is more than a brand; it is an invitation. It is an invitation to pause, to appreciate the artistry around us, and to fill your home with pieces that tell a story.