Celebrating International Women’s Day
with Chase Erwin CEO, Lauren Stonnell
Can you share with us your career journey so far and how you became the CEO of Chase Erwin?
I studied Business Management and Interior Design at Massey University Wellington, New Zealand. I began my career as designer at an Architecture & Engineering firm where I quickly developed a strong foundation of business and leadership skills. Over the years I worked in various roles as an interior designer, showroom manager, sales director and general manager, each positioned deepened my understanding of business strategy, innovation and the importance of building relationships in the industry.
A defining moment in my career came when Chase Erwin was acquired by the esteemed contract textile company Panaz. Chairman Tony Attard recognized the contributions I had made across multiple facets of the brand and as a result, appointed me as CEO. My primary focus is to lead the company toward continued growth, develop our products and elevate our global brand presence, all while staying true to our distinctive signature style.
What is the best thing about your role?
Witnessing the growth and development of the team is always rewarding. Developing beautiful product. The travel, as it allows me to build connections with talented people around the world.
What does a normal day look like for you?
My days are incredibly dynamic and varied. I have an active role in every aspect of the company, from design and marketing campaigns to sales and expanding into export markets. I travel extensively to support product launches and can often be found working from hotel lobbies, airports, boardrooms or our head office in London. Some days I’ll be attending client meetings, in the design studio reviewing product with the team, or on set during photoshoots.
No two days are the same, I can be interviewing candidates, working on growth strategies, forecasting fiscal priorities, reviewing product development, having calls with partners in the USA whilst planning my next trip to the Middle East all in the same day.
What are your creative inspirations?
My inspiration primarily comes from nature, in particular the way natural light accentuates colours, textures and forms organic patterns. Travel also plays a significant role in my design perspective, I’m fortunate to be exposed to diverse cultures, traditions and artistic expressions. I find inspiration from visiting art galleries, studying paintings, observing architecture. Fashion often influences my interior design approach, layered design elements tend to seamlessly translate into interiors.
In what ways does your background in Interior Design shape the decisions you make in the day-to-day management of the business?
Having a background in interiors means that I understand our client and their needs, the vocabulary designers speak, the pressures they are under, I get it. Whether it’s a fast-paced project or lengthy project, I understand the process fully. This empathy and level of understanding allows me to connect with our community on a deeper level.
On a design level, I understand colour, texture, pattern and material intrinsically, when curating and developing new collections, I know immediately what fabrics are going to be top sellers without question.
Chase Erwin has collaborated with a variety of designers and makers; what do you believe makes collaboration so powerful?
Collaboration is a powerful influence in every industry. It allows you to enhance your storytelling, reach new audiences, and ultimately create truly unique products and experiences that would be impossible to achieve alone.
As part of our strategic growth, we are committed to partnering with creatives in the industry to elevate our brand awareness and enrich our product offerings. In 2024, we collaborated with London-based interior designer Andrea Benedettini on the Wow!House project, which then led to a beautiful accessories collaboration.
We’re now expanding our product range into wallcoverings through a partnership with rising textile designer Antonia Claudie, which allows us to speak on sustainable luxury. I’m constantly seeking new collaboration opportunities, I’ve a curated list of individuals and brands I see as a match for Chase Erwin.
How do you cultivate an inclusive workplace culture that empowers and uplifts women?
I believe it’s essential to have a diverse team in terms of experience. I’m a strong advocate for offering opportunities to interns, they often bring the most innovative ideas to the table. Equally, it’s important to have experienced team members with life skills who can mentor and guide up and coming generations. We promote a flexible work environment, encouraging remote work when needed, and ensuring monthly one-on-one meetings to provide ongoing support. To foster growth, we organize quarterly social activities and offer external training opportunities to help team members upskill in their respective roles.
Can you share a pivotal moment or experience in your career that significantly shaped your leadership style or vision for Chase Erwin?
When we were acquired, I knew I’d be able to make impactful changes with the brand. Overnight we had the investment to grow the brand, hire more people, enhance the product and expand globally. In the last 3 years we have doubled the amount of product to market, elevated our content and socials, website, marketing campaigns and expanded our export sales with new partners in the USA and Europe.
As a female leader in the creative industry, what have been some of your challenges, and how do you support and mentor other women in the industry?
Challenges are inevitable, I learned quickly that effective leadership isn’t about managing people, rather giving them the space to learn and make decisions, while knowing they have support and guidance when needed.
In challenging moments, I lead by example in terms of being confident with my decision making. I’m very quick to analyse a situation fully, understand the realm of potential outcomes and with certainty make a decision that leads to solutions. In this approach, I can only hope it encourages other women around me to be as assertive.
What advice would you give for young women who aspire to be leaders?
Have a mentor—or even multiple mentors! Don’t hesitate to reach out to someone who inspires you and ask to meet them for coffee. Always ask questions, keep educating yourself, read, listen to podcasts, say yes to every opportunity that comes your way. Consistently go above and beyond what’s expected of you, there’s always someone watching!
Having a clear vision of how you want your life to be is imperative, network, do the hard tasks first, speak positively and use your initiative, all are critical for your personal career growth and life success.
Thank you for taking the time to share your business insights, experience and advice with us on International Women’s Day.