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Artizan Cabinets’ Russell Kelly on charging for designs, diversifying and the effect of natural disasters

1. What have been the main challenges facing the kitchen and bathroom industry up until now?
At the moment, the floods and cyclones in Queensland have had a downturn affect on the market. We’re only now just starting to get busier again after having a really quiet patch.

2. What do you think the future holds for the industry?
Hopefully, the industry will become more buoyant as the impact from the recent natural disasters lessens. 

I think the future of the industry is always positive. For me personally, because of the nature of the industry, I always strive to be on top of things and come up with new space-saving ideas, as well as always try to break the boundaries of what can and can’t be done.

3. What is your favourite part of the industry — what do you enjoy about the job you have?
What I enjoy most is the interaction I have with customers and developing and evolving designs to suit their needs and their family’s needs. I’m known for using unusual shapes and curves, so I really enjoy designing one-off, unique spaces that other designers might not be able to. I’m a cabinetmaker first, so I tend to design things I know how to build, which has really helped me as a designer.

4. How influential do you think overseas trends are?
They do have an influence but obviously, as our climate is warmer, we do tend to favour open-plan living, particularly in the kitchen.

I’ve found that it’s often the other way around. From what I’m hearing, people overseas are going for more open-plan designs, which we’ve been doing for a lot longer. In cooler climates — for example, in Europe — there’s a need for warmth and cosiness, whereas in warmer areas, especially Far North Queensland, it’s rarely done that way.

That being said, we are influenced by the latest products, such as hardware and lighting, developed overseas.

5. What do you think the next 12 months hold in terms of emerging trends?
I’m seeing trends move towards more square lines and floating-style kitchens and vanity units. And I’ve found that rather than just working on kitchen projects, we’re also doing cabinetry for the rest of the home, such as TV and stereo cabinets and wall and display units. Because of this, I believe we shouldn’t only be considered as the kitchen and bathroom industry, but the home industry.

I have a barbeque display in my showroom and people often come in to look at our kitchens, but become interested in this display, too. We’ve always had the ability to do this, but haven’t necessarily marketed this to consumers.

6. What does the future hold for Russell Kelly?
My focus has been and always will be on developing my skills as a designer and to achieve the best possible results for my clients.

I’m also interested in bathroom design and am keen to start projects that involve renovating the complete room, rather than just designing the vanity and letting the builder design and build the whole space. Due to the downturn in work at the moment, I’m trying to diversify and open up new markets — this is one way I can achieve this.

7. Any final thoughts?
I would love to get to a point where kitchen designers are treated with the same level of respect of, say, a draftsman or architect. We’re professional people who have studied to achieve the status of a Certified Kitchen Designer and there’s a misconception that we’re craftsmen. I’d like to see designers being treated in a more professional sort of nature and that it’s seen as acceptable for us to charge for our designs.

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