“It’s about pivoting, problem-solving, and staying nimble — all while staying true to my vision.”

Fi Douglas is the founder of Bluebellgray – the Scottish design studio she started from her kitchen table in 2009. Synonymous with vibrant prints and watercolour florals, the brand has now evolved into a full range of homeware

Snowball effect

I launched my business before the days of social media, when it was a completely different landscape. In the early days, I was lucky enough to be featured by a number of magazines, then some really beautiful stockists – including Liberty of London and Lane Crawford. They gave my business a lot of momentum and helped establish Bluebellgray as a credible design brand.

Fi Douglas, founder of Bluebellgray

Signature style 

The heart of Bluebellgray is paint on paper. I paint our designs in my home studio, then the painting gets digitised, either by photographing it or scanning it. Scotland informs every part of what I do creatively – I’m so grateful to live in such a beautiful country. The light, the colours and the people are truly special. Next year I have a coastal collection planned, inspired by the west coast of Scotland.

Heart-led

Creativity and community are at the heart of what we do. The last few years have been exceptionally challenging in retail. Over the years I’ve been under a lot of pressure to expand and commercialise, but by staying smaller and true to who we are, we can deal with challenges more effectively. It’s about pivoting, problem-solving, and staying nimble — all while staying true to my vision.

Designs inspired by Scotland

New horizons

Wee Blue Bell – a joint project launched in 2024 with two dear friends – had been in my mind since I had my first baby 12 years ago. When I looked to decorate my own children’s rooms, I felt the market was dominated by two options: character bedding mostly made from polyester, or a lot of very beige, expensive decor aimed more at the parents than the children. I felt there had to be something in-between – a colourful, stylish brand that appeals to both children and their style-conscious parents.