Roxie Mae Lackman

Roxie Mae Lackman set up the company 2jane last year, a US representative importing contemporary British design to the American market. She discovered Yoyo Ceramics at the Hidden Art Open Studios last November and took on the Is That Plastic? range, which 2jane exhibited at New York's Design Downtown at the Chelsea Hotel in May 2003. Through the show Yoyo Ceramics has gained retail placement in Los Angeles, New York City and Miami.  

Fiona Sibley talks to Roxie Mae about opportunities in the American market for British designers.

(Image: Is That Plastic? by Yoyo Ceramics, photographed by Sean McMorris)

When and why did you start 2jane?
I began 2Jane during an extended trip overseas last year. I'd left my position in New York City as a magazine editor in the hopes of travelling as a freelance interiors writer. But after attending a number of design trade shows I found that the products I really wanted to write about for the American market had not yet made it across the Atlantic. So despite all the complications of importing, and the weak dollar a la Bush, it seemed like a good idea to switch professional direction and begin shipping overseas.

What was your experience of showing British design at Design Downtown like? How was it received?
I'd hoped, but never imagined, I could find so many people as excited about the products as I am. The positive response exceeded all my expectations. Hearing the words "fresh" and "fun" and "what a great idea!" from the Design Downtown attendees again and again reassured me 2Jane was the right decision. I had people coming back to my showroom numerous times to touch the pieces and have a second look because they just couldn't believe what they'd seen the first time around. I've been to enough trade shows to know that it's difficult to show people something they haven't seen before - there's no doubt I was successful on that front! And the American press coverage has been phenomenal. Critical acclaim is always a good thing (although the market potential I've glimpsed is even better!).

What do you look for when sourcing new products or designers?
I'm really just looking for imagination, which to me comes through most clearly in innovative use of materials and a sense of humor in the design. If the designers don't appear to be having fun or aren't taking risks with their products then I probably won't understand them or their designs. America is a deadly serious place at the moment and introducing people to the likes of paint-by-numbers wallpaper, woven rubber pillows, and ceramic "tupperware" puts a smile on their faces. And, selfishly, on mine too.

What does the American market like about European or British design?
I'm still learning the complexities of the American relationship with the European market but I know one thing for certain: When you tell an American consumer that a product comes from Europe they expect quality craftsmanship. Americans will look closely at the details of each piece, hoping for that extra design element that sets these limited production pieces apart from the mass-produced items that have inundated the American interiors shopping experience. And specifically with UK design Americans know the pieces will have colour and flair and won't likely embrace the minimalist philosophy. People aren't looking for oatmeal-colored pillows and white cotton throws from London!

What do you like most about your job?
No doubt the people I meet and speak with every day. Since beginning this venture I've developed the most amazing relationships: with the designers, with other professionals in the design community, with consumers who are grateful for the introduction to new product. I feel especially excited and privileged each time I'm welcomed into a designer-maker's studio and we begin discussing the possibility of bringing the product to a new market. Whenever I'm engaged in work-related dialog I'm amazed that I get so much personal satisfaction from a professional conversation.