Joules DFS Collection

I’m not sure if you heard about the Joules and DFS collaboration yet but it’s pretty much a big deal. I have always been the biggest fan of Joules and their pretty floral prints. The easy to wear clothes have always been a school run staple choice for me. Can you beat practical clothes with splashes of colourful prints? I don’t think so. So when I heard that they were working with DFS I knew to expect great things.

I was lucky enough to be invited along to visit the new collection in the DFS design studio and spend some time learning about the process. I have never been to any press days or press trips before so this was such a special experience for me. I know that I have been blogging for a while now but I am not the biggest fan of stepping out of my comfort zone!

Our day started with the opportunity to design a print for our own cushion. At this point I was thinking maybe I shouldn’t be so critical of the paintings that find there way home from nursery. Painting isn’t as easy as you may think. At least it wasn’t for me. I had no idea where to start so it was nice to hear about how the Joules team found their inspiration. They often spend time on days out in places like Petersham Nursery painting flowers and it’s these paintings that find their way into the Joules collection. I haven’t done any painting in years and years (unless you include woodwork or faceprint that is) and being creative is such a struggle sometimes for me. I didn’t have a vision of what I should try to paint so I just picked a purple flower and played with some water colours until I came up with a little paining.

I am looking forward to seeing this on a cushion. I can’t imagine if I will love it or hate it but there is something special about the fact that I painted it.

After a morning playing with paints we had the opportunity to see the collection in all its glory. I had previously seen images of the collection but seeing it in the flesh made me fall more in love. I was surprised about which sofas made it onto my favourites list. I was also surprised how it made me feel like I should rethink my current sofa choices. The collection absolutely has something for everyone. Ranging from bright statement pieces in luxurious velvets which I think would work best in room with high ceilings or as an accent chair, all the way to simple striped and classic designs that really would work in any home at all.

Each chair has hidden details that remind you that this is not just a collaboration with an iconic brand but also about the thought and craftsmanship that has gone into this design process. The chairs are all lined under the cushion with the hare print, some of the buttons have been replaced with a glass pheasant design and you will find a little hare on one of the chair legs – to name a few.

DFS hand make every chair to order from the frame right up to the upholstery. I am sure your are familiar with the brand, who doesn’t like to spend their Sundays wondering around the stores? Interestingly DFS was the first furniture store to start Sunday trading. The laws initially stated that only stores selling food could trade on a Sunday so to get around this they had an offer, buy a bag of carrots and get a sofa for free! Genius! I think I had a misconception of the brand. I didn’t know everything was hand made and assumed it would just be mass produced on a machine line. Everything is made within their British factory’s which I really love. After spending some time with the upholsterers seeing their skill and speed it was clear that they make really good quality furniture.

I am not so sure I can say the same thing for my own personal chair as they got me to have a go at upholstering it. I have a feeling that they may have had to ‘tweek’ my work politely after I left!

Do you want me to pick a favourite? It would have to be this partridge print sofa. I surprised myself with this choice because I didn’t think that it would be that great when I first saw a picture of it. However it screams cottage living and I am all about that living in a cottage lifestyle! (The main reason behind buying a Basset too)

The new collection is available in DFS stores at the end of the month. I’m sure it is going to be so popular! Thank you to Joules and DFS for having me!




  1. November 23, 2017 / 8:10 pm

    Aah I was following this on IG as one of my blogging besties Rachel was there too! SO envious!! I’d have been in my element doing that painting. What a fun thing to do. And that yellow sofa?!!! Be still my heart.

    Such a great collection — I LOVE Joules — so nice to see their fabulous prints and patterns in sofa form xx

  2. Juliette
    February 9, 2018 / 6:07 pm

    Yes I love the Ilkley sofa too and went along to my local DFS store to look at one, only to be told none of the stores have them in and if I want one I must order it without even seeing it! Any ideas where I can get to see one of the Ilkley sofas so that I can be 100% sure it’s ok before placing an order? I have emailed Joules to ask for their help.

  3. V Todd
    July 31, 2018 / 3:56 pm

    I have recently purchased from DFS, I wouldn’t bother the flower pattern started to fade after four weeks and have continued. I complained to DFS who are going to provide new covers but I have to wait 6 weeks and then I suspect the same will happen again. I will want my money back if it does.

    • Mary Casey-Smith
      March 7, 2019 / 1:18 pm

      Did you purchase the cotton or velvet floral pattern? I’m looking to purchase the velvet so I’m very interested.

      • Rachel Pollard
        March 23, 2021 / 7:40 am

        I’m thinking of ordering the flowered one. It’s 2years ago since you posted this. How has it been wearing over time?

        • Cara
          March 25, 2021 / 3:44 pm

          It’s still in amazing condition! I find the velvet really hard wearing actually and the pattern is super forgiving of any small marks (though I’ve managed to clean any off easily enough) x

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