30th Anniversary Print Story: Creating Our Cambridge Floral

To celebrate our 30th birthday, our talented in-house designers breathed fresh air into our first ever floral to create a striking, contemporary commemorative print. Read on to find out more about the fascinating journey from paintbrush to product…

Inspired by our country-heritage and a love of colour, the Cambridge floral print is quintessentially Joules.  When designing it, our designers revisited iconic floral prints, colour palettes and heritage fabrics – all of which have played an important part in our story.

We wanted to find out a little more about the inspiration behind this beautiful print, so we sat down for a cuppa with our talented Print Designer, Rebecca Collingridge:

Q: Where did the inspiration for our 30th anniversary print come from?

“The Cambridge floral is a classic floral that we developed around a decade ago. Most Joules customers will have seen it at some point, and probably own something featuring it. It’s really recognisable as Joules, so it made sense for us to incorporate it and use it as the foundation for our anniversary print. We’re celebrating what makes Joules Joules, so we thought it really made sense.

“All it needed was a refresh to make it more contemporary, so I just used our existing colour palettes to update the colours. We also wanted to really expand on the heritage of our brand by adding in an etched fox and stag.

“We wanted it to appeal to our country-loving customers who have supported us since the beginning of our journey, and we felt these additions did this. We also hope we’ve added a touch of humour into a sophisticated print.”

Q: What medium did you use to design the updated print?

“For this print, I worked entirely digitally! Because we were working with a print from the archives, I put down my paintbrush and picked up my computer mouse to bring this vintage print back to life.”

Q: How do you grow and develop prints while staying true to Joules’ classic style?

“Whenever I pick up a paintbrush (or a computer mouse, in this case!), I always make sure I’m keeping our customers at the front of my mind.

“We all want our prints and our designs to be perfect for the customers who are so loyal to us, whether it’s a mum on the school run, a country-loving horse rider or a coast worshipper, it’s really important for us to make something that they’ll love wearing time and time again.

“Prints have naturally changed slightly over time and become more contemporary. Traditionally busy floral prints have now become slightly more subtle to make them easier to pair with different outfits, and this is how we’ve modified our anniversary print too. We’ve added more space in and amongst the floral print, without losing any of the character or charm that makes the print so quintessentially Joules.

“We do pay attention to trends too, although that’s not what we focus entirely on. We’re far more likely to take inspiration from Mother Nature than we are the catwalk.”

“We wanted our anniversary print to really appeal to our country-loving customers who have supported us since the beginning of our journey.”

Rebecca, Print Designer, Joules

Q: Where do you go to be inspired?

“At Joules, we take our inspiration from the great British countryside all around us, so we have several trips out every year. This might be on a walk through the Lake District, to Cornwall or to a country house. These trips help us to compile our mood boards.

“With camera in hand, we explore our surroundings, snapping and sketching our journey, which we then use as the basis for our future prints and designs. I work closely with our licensing team also, so I’ll often make journeys to country houses to look at the furniture and fabric designs to inspire me too when designing prints for our homeware products.”

Q: Can you tell us about your typical day?

“Well, there’s no such thing as a typical day, really! I usually start the day with a refresh. It’s really important for me to live and breathe our current mood boards and colour palettes, so I usually start the day by going over these and immersing myself to make sure I don’t lose sight of what I’m working on.

“Other than that, each day can vary depending on what I’m working on. I’ll either pick up a paintbrush, pop in my headphones and get painting one of our latest designs, or I’ll be working digitally, like I did with the Cambridge floral.”

Thanks Rebecca, we loved hearing the inspiration behind our favourite prints!

  You’ll find Rebecca’s commemorative Cambridge floral making an appearance on our best-loved styles and new show-stopping pieces in our autumn/winter collection, which is available both online and in-store now.


  • Elspeth Hazell

    13.09.2019 at 12:26 Reply

    Love it
    Can’t wait to try your gin

  • Valerie June Corden

    15.09.2019 at 07:59 Reply

    Love the updated Cambridge floral print design! Must just let you know that I still love to wear my original floral print tunic dress, the colours are still vibrant and its condition is like new. Will keep wearing it and wish you all a Happy 30th Anniversary, Joules!

  • Sally

    15.09.2019 at 20:51 Reply


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