04 June 2025
The Story Behind it all
Written by Lucy
When you browse through Ivory & Deene’s collections—whether it’s a timeless pendant light, a cloud-soft bean bag, or a handwoven rug—you might notice something quietly different. Yes, our products are beautiful. Yes, they’re crafted with care. But there’s something more—a sense that behind every detail is a story, a person, a purpose.
That “something more” is what drives us. And it all begins with our roots.
A Legacy of Intentional Living
Ivory & Deene was born from a vision—dreamed up not in a boardroom, but in a humble home office in Tasmania. Peter and Ruby, a local husband-and-wife duo, saw a gap in the market: the lack of affordable, high-quality homewares that didn’t compromise on style or integrity. They believed that every Australian—regardless of postcode or income—should be able to create a home they love. One filled with comfort, beauty, and joy.
They didn’t just want to sell furniture—they wanted to democratise luxury.
That vision took root and flourished. And today, it’s carried forward by their son Tom and his wife Jess, who now lead the brand with the same heart and an even bigger mission. Together with a growing team, they continue to build a brand that doesn’t just sell beautiful things—but stands for something beautiful, too.
The Values that Shape Us
At Ivory & Deene, our values aren’t stuck on a poster in an office. They’re woven into every decision we make—from product design to customer care. These are the beliefs that guide us.
People First, Always
This one’s simple: People are our greatest why.
From the customers who shop with us, to the artisans who craft our pieces, to the team behind the scenes—we lead with empathy, honesty, and a desire to serve. We want every interaction with our brand to feel personal and genuine, like catching up with an old friend.
We believe in kindness over KPIs. People over profit. Relationships over transactions.
Wow Moments
We live for delight. There’s nothing better than hearing from a customer who was surprised—in the best way—by what they received, how they were treated, or how our product transformed their space.
That’s the goal: to create moments of joy that stay with you. Whether it’s through the care we put into packaging, a handwritten note, or simply exceeding expectations, we want you to feel that “wow.”
Not because it’s our job. Because it’s our joy.
Relentless Refinement
We’re proud of what we do—but never content to stay the same.
We’re constantly learning, refining, evolving. We treat feedback as gold, and we treat improvement as a never-ending journey. Whether it’s tweaking a product based on customer input, investing in a better material, or updating our website to make your experience smoother—we’re always asking, “What can we do better?”
It’s our way of honouring the trust you place in us.
Founded in Faith
Our faith in God is the foundation of everything we do.
It means we lead with purpose. It means our decisions are guided by love, generosity, integrity, and the desire to reflect something bigger than ourselves.
It’s why we show up for our customers. Why we care deeply about our team. Why we give back. And why we believe business can be a force for good.
The Pillars Behind the Promise
While our values speak to our heart, our pillars are what bring them to life. These are the promises we make to our customers—the things you can expect every time you shop with Ivory & Deene.
Details Worth Obsessing Over
We’re that team—the ones who debate fabric swatches, argue over finishes, and test a bean bag one too many times just to get it right. Because the little things? They matter. And we know you notice.
Luxury You Don’t Have to Justify
Our pricing philosophy is simple: it should feel good. Not just when you use the product, but when you buy it. We’re committed to offering pieces that look and feel like luxury, without the traditional markup.
Beautiful things should be accessible. That’s the whole point.
Support So Good, You’ll Tell Your Friends
Our customer care is real. It’s warm. And it’s human. No scripts, no bots pretending to care—just thoughtful, timely help from people who genuinely want you to have a great experience.
Whether you have a question about a product, need help styling a space, or something went wrong with your order—we’ve got you.
Online Shopping, Seriously Elevated
We’ve poured love into making our online store feel like more than just a checkout cart. From stunning photography and real-life customer reviews, to helpful guides, transparent shipping, and a wishlist function—we want every step to feel inspiring and intuitive.
Because we believe your shopping experience should be as beautiful as the products themselves.
More Than a Brand—A Family
Today, Ivory & Deene is proudly led by the founders’ son, Tom, and his wife, Jess—continuing the family legacy with the same passion and purpose it began with.
We often say that our customers are part of the Ivory & Deene family—and we mean it. From the very beginning, we’ve seen our business as an extension of our home. And just like any good home, it’s built on love, intention, and a deep respect for the people who walk through the door.
Whether you’re discovering us for the first time or have been with us since the early days—thank you. Thank you for allowing us into your homes, your rooms, your stories. We’re honoured to play a small role in helping you create a space you love.
Here’s to many more wow moments, shared memories, and beautifully curated corners of the world.
With love,
The Ivory & Deene Family