Episode Summary: Cox London Boldly Walks the Line Between Art and Design

Podcast Information

• Title: Business of Home Podcast
• Host: Dennis Scully
• Guests: Chris and Nicola Cox of Cox London
• Release Date: July 21, 2025

1. Origins and Early Influences

Nicola Cox's New Zealand Roots Nicola Cox shared her nostalgic memories of growing up in New Zealand's North Island, where her mother’s European travel slides captivated her during Sunday pancake evenings. This early exposure to diverse cultures, architecture, and art ignited her passion for creativity.

"I was absolutely in awe of everything I was seeing on these slides... the architecture, the art, the different cultures."
— Nicola Cox (02:21)

Her love for British culture led her to the UK over 30 years ago, where she initially immersed herself in the music industry.

Chris Cox's Antique-Focused Upbringing Chris Cox described his upbringing in Stamford, Lincolnshire, surrounded by his family's antique dealing business. Moving frequently, his parents restored and traded antiques from home, instilling in him a deep appreciation for craftsmanship and history.

"I felt I was very much growing up in a creative family and there was nothing, you know, I was never going to step outside of that."
— Chris Cox (07:10)

2. Meeting and Building Together

Art School Connections Nicola and Chris met while pursuing fine arts sculpture at Wimbledon School of Art. Their shared background in sculpture and mutual admiration for bands like The Cure and The Rolling Stones fostered an immediate connection.

"We had an immediate affinity and an immediate conversation about that when we met."
— Chris Cox (05:10)

Collaborative Beginnings in New Zealand After spending time apart post-graduation, Chris joined Nicola in New Zealand, where they both nurtured their artistic skills—Nicola in a glass studio and bronze foundry, and Chris in antique restoration. This period was foundational in merging their artistic talents with practical craftsmanship.

3. Founding Cox London

Transition to Business In the early 2000s, the couple transitioned from artists to entrepreneurs, setting up their first studio in North London. Initially, they focused on restoration and crafting for other artists, leveraging their extensive network within the art and antique communities.

"We used to do a lot of lighting restoration for the trade, so antique metalware."
— Chris Cox (18:43)

Early Challenges and Growth Operating from a garage initially, they faced challenges like neighborhood misconceptions about their bronze casting activities. However, their passion and commitment led them to secure a proper studio by 2005, laying the groundwork for future expansion.

"We're artists and we're just burning out waxes."
— Nicola Cox (16:04)

4. Evolving from Restoration to Design

Inspiration from Restoration Work Years of restoring antique pieces honed their design sensibilities, allowing them to transition naturally into creating their own bold, sculptural lighting and furniture pieces inspired by nature.

"We were becoming designers by default. Two sculptors, two fine art sculptors becoming designers."
— Chris Cox (22:19)

Building a Unique Brand Their dedication to functional art and authentic craftsmanship set Cox London apart, attracting a discerning clientele and enabling them to scale the business while maintaining artistic integrity.

5. Scaling the Business

Expanding the Team Cox London grew from a small team to over 100 artisans, recognizing the need to delegate operational tasks to sustain growth and preserve creative focus.

"We really, really wanted to get back into our own personal creativity for the business."
— Nicola Cox (24:08)

Implementing Business Systems To manage their expanding operations, they enlisted a business coach who introduced them to essential systems and methodologies. This included adopting an Enterprise Resource Planning (ERP) system to streamline processes and inventory management.

"The very first thing our coach taught us was that systems will set you free."
— Nicola Cox (27:42)

Property Investments for Stability By investing in property and owning their workshops, Cox London ensured financial stability and operational control, allowing them to leverage assets for future growth without compromising their vision.

"We're in control of our destiny. If you own a freehold of your property, you're in control."
— Chris Cox (36:04)

6. Embracing Large-Scale Projects

Notable Installations Cox London undertook ambitious projects like the Magnolia Grandiflora chandelier at the New York Armory and the striking entryway for Wow House. These installations exemplify their ability to blend artistic vision with functional design on a grand scale.

"From there, all the variations can be created. So not everybody's staircase is the same size... we can tailor it in any way to any space."
— Chris Cox (39:52)

Tailored Bespoke Designs Each project is meticulously crafted to fit the unique dimensions and aesthetic of the space, ensuring exclusivity and personalization for their clients.

"We can suggest a wider piece or a different tone to go with a piece of fabric they've sent us and really tailor it in any way."
— Chris Cox (42:24)

7. Future Endeavors and Sustainability

Establishing a Training Academy Committed to sustainability and craftsmanship, Cox London is developing an apprenticeship program to train the next generation of artisans. This three-year paid program offers hands-on experience across various disciplines within the company.

"We know that not everybody has that opportunity, so we've launched an apprenticeship for 18 plus college students."
— Nicola Cox (38:01)

Maintaining Creative Integrity Despite substantial growth, the Cox duo remains focused on their creative passions, aiming to balance business operations with hands-on artistry.

"The sweet spot for us is the creative direction, the vision of the business... to really do what we love."
— Chris Cox (48:16)

8. Balancing Personal and Professional Lives

Managing a Marriage and Business Chris and Nicola attribute their successful partnership to their deep mutual respect and long-standing friendship. They maintain a healthy work-life balance by setting boundaries and ensuring that disagreements do not tarnish their relationship.

"We have always been really dear, you know, good friends as well."
— Nicola Cox (50:04)

Family Perspective Their daughter has grown up witnessing their seamless integration of personal and professional lives, reflecting the couple's ability to harmonize their relationship with business responsibilities.

"Chris knows exactly what I'm talking about... we agree on most things."
— Nicola Cox (51:51)

9. Strategic Vision and Market Positioning

Focus on Authenticity Over Accessibility Cox London prioritizes creative inspiration and authentic craftsmanship over mass accessibility. They resist trends like cordless lighting, choosing instead to stay true to their nature-inspired designs.

"It's the idea of inspiration. It's the what inspires us... we want to focus on that and not get carried away by a piece of technology."
— Nicola Cox (53:02)

Thoughts on Expanding Market Presence While contemplating an American showroom, they prioritize creative pursuits over rapid expansion, ensuring that any growth aligns with their artistic vision.

"Opening a new showroom would be a huge distraction from that."
— Nicola Cox (57:24)

10. Lessons Learned and Business Insights

Adaptation and Continuous Improvement The Coxes emphasize the importance of learning from challenges, such as handling demanding clients and managing large-scale projects. They implement processes like "washout meetings" to analyze and improve their operations continually.

"What was the root cause? What went wrong? And we're constantly reviewing that in our process."
— Nicola Cox (43:15)

Balancing Growth with Quality Rapid growth necessitated a focus on systematization and operational efficiency without compromising the quality and personal touch that define Cox London’s brand.

Conclusion

Chris and Nicola Cox of Cox London exemplify the harmonious blend of artistry and entrepreneurship. Their journey from sculptors and antique restorers to leaders of a thriving luxury design brand highlights the importance of passion, adaptability, and strategic planning in building a sustainable creative business. With a strong commitment to craftsmanship, team development, and artistic integrity, Cox London continues to push the boundaries of interior design, making a significant impact on the industry while nurturing the next generation of artisans.

Notable Quotes:

• "We were becoming designers by default. Two sculptors, two fine art sculptors becoming designers." — Chris Cox (22:19)

• "The very first thing our coach taught us was that systems will set you free." — Nicola Cox (27:42)

• "We're in control of our destiny. If you own a freehold of your property, you're in control." — Chris Cox (36:04)

• "We can suggest a wider piece or a different tone to go with a piece of fabric they've sent us and really tailor it in any way." — Chris Cox (42:24)

• "We prioritize creative inspiration and authentic craftsmanship over mass accessibility." — Nicola Cox (53:02)

This comprehensive summary encapsulates the essence of the episode, highlighting Cox London's evolution, strategic growth, and unwavering commitment to blending art with design.