deadgoodat 20
Below, Elliot reflects on this journey.
"Today marks a significant milestone.
It’s been 20 years since my business partner and best mate, Dan Ziglam and I took part in One Year On, the segment of New Designers that once supported fledgling businesses within a year of graduating. Now known as ND Selects, it remains a curated space for fledgling businesses in the design industry, shining a light on emerging talent and new ventures.
We exhibited there after a frantic few months (post Northumbria University) deciding that setting up on our own was a good idea. Back then, we were armed with little more than a prototype Form Chair, a dream and an unwavering belief in our vision. We had no business acumen, no manufacturer, no capital and no safety net. But we did have the raw beginnings of an idea that would go on to shape our lives for the next twenty years.
Our vision from day one was to build an internationally recognised design brand and One Year On was our first step in taking this idea to the world. It was the initial platform where we dared to present our beliefs and values to a discerning audience. We expected criticism and challenges to our ambition. Instead, we were met with encouragement and an invigorating energy that contrasted sharply with the general notion of negativity often associated with new ventures.
On this day all those years ago, we met with the late, great Peta Levi, the visionary founder of New Designers. Peta’s vision was to provide graduating designers with a bold platform to kickstart their professional careers. This encounter was pivotal. Peta saw our potential and gave Dan and I the One Year On award for the best new business, validating our fledgling efforts and instilling us with the confidence to forge ahead. More importantly, she inspired in me the importance of inclusivity, encouraging us not only to advance our own business but also to support and uplift others along the way.
Now, as we enter our twentieth year in business, it seems fitting to acknowledge this moment."
"We’ve built a great brand within our industry and a successful business that provides livelihoods for all those involved, which makes me immensely proud. Without ego, I can say that we’ve directly supported and inspired hundreds of young designers and creatives through our business endeavours, exhibitions and from further afar. This achievement is a testament to our commitment and the collective effort of everyone involved. The compound effect of all the hard work from Team Deadgood over the last two decades has resulted in nothing but positive engagement from peers, competitors, clients, suppliers, friends, designers and even people who ride past our showroom on the bus.
Building deadgood has granted me a profound sense of freedom. It has given me the ability to control my own life and decisions. It’s brought numerous benefits, countless challenges and has manifested realities which I remember dreamlining with Dan back in the day.
It’s often said you should never mix business and friendship. I wholeheartedly disagree. If you’re embarking on this journey, it’s crucial to have a partner who has your back in every aspect and every decision. You need someone by your side who can challenge and question your thoughts and actions without pretence or judgment. Surely, that’s easier when it’s your pal. The mutual trust and understanding that come with close friendship make navigating the ups and downs of business much smoother. This has certainly been my experience.
Reflecting on our journey, I am filled with gratitude and hope. We’ve come a long way from the dusty PCs and the rented flat and our journey is a testament to the power of perseverance, friendship and vision. As we look to the future, I am excited about the possibilities and the new generation of designers who will take up the mantle.
The world is very different today from when we started. Friends Reunited was the closest thing we had to social media and the world seemed much bigger back then. One thing that hasn’t changed, though, which I find difficult to reconcile, is that the same barriers still exist for young creatives and young designers in the industry. The world needs more Peta Levis, more champions of young people and more individuals with the courage and conviction to challenge bias, prejudice and break down barriers. We need to work harder at breaking down the barriers that still exist, to foster environments where creativity and innovation can flourish and to support one another in our endeavours.
I often wonder where the extra sparkle comes from that seems to permeate our business. Perhaps it’s our mindset and values. More likely, it’s the collective and compounded effort of our entire team, existing and ex-employees, for whom I am truly grateful, as they are the ones helping us shape and realise that original vision.
To all the New Designers exhibiting this week, I would suggest that you dream boldly, trust in your abilities and never shy away from following your passion. Expect to work hard and understand that nothing great in this life comes without sacrifice. That said, with diligence, determination and bucket loads of positivity, your star can sparkle too.
Dan will hate me for sharing this picture, but it makes me proud.
Oh, and there’s one more thing I know to be true, bootcut jeans and blazers need never come back in fashion!"
