If you haven’t already discovered Whiteport I highly recommend the gorgeous online store. Owner Jennifer McCabe has a great eye and chooses pieces that are themed around a stylish white palette. Here’s my favourite picks:
Albany Lamp–Nantucket Chest–Madeline Chair–Industrial Side Table
When did you start Whiteport and what made you decide to start an online store?
I started Whiteport in 2007 after the company I was working for closed it´s Australian office.  I’d long considered starting my own business and this was the final push I needed to do it.  My husband has a background in marketing & e-commerce so he was a great help in the early years.  We chose an online business model so that we could reach the largest audience.
What is a typical day in the Whiteport office like?
That is one of the things I like most about running my own business; no two days are ever the same. Â Now that I have staff to handle the customer orders, I spend most of my time on marketing & PR. Â Inevitably though there is still admin to be done like updating the website and paying invoices.
Most of your products are themed around a stylish white palette, what criteria do new products need to meet before you list them in your store?
We have always strived for products that are timeless and won´t date and I have learnt the hard way that you get what you pay for in terms of quality.  So I want to make sure any new additions to Whiteport fit this bill and also work with our existing product range.  Some of our accessories may not be all white in colour, but rather they complement a white colour scheme.  For instance our Industrial side tables are made from steel and very rustic but contrast beautifully with white.
Do you have plans for a physical store one day?
I’ve often thought about this but the difficult question for me is where to open one?  I like the flexibility an online business provides – if something isn´t working, you can change things very quickly and easily and with the global downturn in the economy, I don´t think now is necessarily the right time.  But you never say never…
What is your own decorating style like?
A real mix but if I had to say just one, I guess it would be French country.
If you could style any famous person’s home which would it be?
Hmm, probably Donald Trump´s New York apartment.  It’s so over the top it´s almost garish.  Plus I imagine the decorating budget would be huge.
What is your favourite part of the job?
Being my own boss as it gives me flexible working hours so I can spend more time with my daughter Maddie, who is 2.
What is your least favourite part of the job?
Dealing with the excessive amount of junk emails I receive! Â They are endless and such a waste of time.
Jennifer has kindly extended a 20% discount from today until the 20th of March so get clicking!Â
To redeem the discount, click “Apply Coupon” when ordering and use the word “BLOG” to receive the 20% discount!
Emma x
