Williams Design Philosophy

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Aftercare - Velvet Performance fabric

Maximum Joy, Minimal Cleanup introducing the Velvet Performance Fabric. 

  • Designed with families in mind, the • Velvet Performance Fabric is the
    result of years of experience and research at Diamond Furniture.

  • The velvet fabrics used on our homewares are hard-wearing and stain-resistant, made from high grade • professional upholstery fabric.

  • Its heavy GSM (gram per square
    metre) and dense pile fabric helps to • keep its form — that means it resists Hoover marks, finger tracks, and handprints.

The backing is made of microfibre that is designed to support
the pile, rather than looping or weaving through it. This helps to prevent dirt from penetrating or getting stuck in the fabric.

The Velvet Performance Fabric behaves like a carpet in this way, so dirt sits on top of the pile.

That means a much easier clean — no matter how sticky the chocolate-covered fingers!

I enjoy the journey of design, as well as its final destination. I’m always excited to land in a faraway place, visit a little-known studio, and meet new craftspeople, designers and suppliers. Every stage of the process is rewarding, from the first brief to the last prototype. Over 25 years of experience has taught me that substance is as important as style when it comes to home furnishings. That’s why I choose solid carpentry, expandable variations, and family-friendly fabrics — as well as eye-catching patterns, sleek silhouettes and sophisticated styles.

My philosophy is that a Diamond design isn’t ready until it’s right, no matter how many times we have to return to the drawing board, the engineering plan, or the material selection. That a-ha moment — when the final piece arrives in all its perfection — is priceless, and worth every minute of the wait. 

The greatest reward for my hard work, though, is seeing a William Diamond design in real life, in hotels, offices, and, especially, in my customers’ houses. Through my designs, I can make your house beautiful, comfortable and unique — but only you can make it a home.