Building A Brand

From London magazine editor to establishing a successful interior design firm in Singapore, we find out how CHLOE ELKERTON has grown her business, E&A Interiors, and what really makes her tick.

- Amy Brook-Partridge

Chloe Elkerton had always harboured a passion for design and textiles, cemented when she studied textiles at Goldsmiths, a university in London. Knowing she wanted to pursue a career in interiors, she held a work experience position at IPC Media, assisting magazines such as Country Homes and Living Etc., before working as a stylist, then project manager on advertorials across all the home-related titles within the company. “I really wanted to get into editorial, and a friend recommended me to Best magazine, where I ended up as the Homes Editor.”

Deciding to go freelance, and working across titles such as ELLE Decoration and House & Garden magazines, Chloe had also just purchased a flat in Twickenham, which she’d started to renovate. By 2008, however, the big recession had hit the UK, her father had passed away, and she had split up with her boyfriend of eight years. “Work-wise everyone was cutting budgets, and it was tough times for freelance stylists, so I decided it was time for a change.”

Singapore Bound

A good friend of Chloe’s was already living and working in Singapore, and when they met up on one of her UK visits, she mentioned coming here for work. “I did some research into magazines, and I just thought sod it, why not. I rented my flat out and came across.” Moving in with her friend just off Farrer Road, Chloe set up her sole proprietorship, and started freelancing for titles such as Home & Decor, The Peak and our own Expat Living.