Profile: Layla Cluer – Issue 20 Feature – The Local Project

Why It Matters

Softedge showcases how cross‑cultural collaboration and slow design can create premium, sustainable homeware, influencing consumer expectations for lasting quality over rapid novelty.

Key Takeaways

• Softedge blends Australian design with Japanese porcelain tradition
• Production relies on Hasami’s centuries‑old divided‑labour system
• Cluer emphasizes softness as a strategic design philosophy
• Brand targets timeless, durable tableware over disposable trends
• New fibre‑based line signals sustainable material exploration

Pulse Analysis

The resurgence of slow design has turned artisans like Layla Cluer into market disruptors. After an unplanned stint in a Byron Bay pottery studio, Cluer merged her architectural training with fine‑art sensibilities to launch Softedge, a brand that prioritises tactile quality and emotional resonance. In an industry dominated by fast‑fashion home goods, her emphasis on deliberate craftsmanship meets a growing consumer appetite for products that tell a story and endure beyond fleeting trends.

Softedge’s production model is anchored in Hasami, Japan, a region famed for its collaborative, multi‑family workshop system. Each porcelain piece travels through a sequence of specialised hands—forming, moulding, firing—ensuring consistency while preserving the individuality of each artisan’s touch. This communal approach not only safeguards centuries‑old techniques but also aligns with Softedge’s narrative of humility and interdependence, offering customers a tangible connection to a living heritage.

From a business perspective, Softedge’s blend of heritage craftsmanship and modern aesthetics positions it well within the premium homeware segment. The brand’s upcoming fibre‑based line signals a strategic pivot toward sustainability without compromising design integrity, appealing to eco‑conscious buyers. As retailers and e‑commerce platforms increasingly curate collections that champion durability and ethical sourcing, Softedge’s model provides a blueprint for scaling artisanal production while maintaining brand authenticity and fostering long‑term consumer loyalty.