Known for her timeless East Coast meets West Coast style, Abby Ward is the founder and creative genius behind her eponymous art direction and graphic design firm. As a freelance art director and graphic designer, Abby specializes in photo art direction, branding, editorial content, and creative consultancy for brands and individuals in the worlds of fashion, interior design, beauty, and more. Her fabulous mood boards include some of the most beautiful iconic imagery and inspiration, and are always a favorite at Maison Carlyle (especially her Insta-viral mood boards for Ariel Okin’s Chasing Paper wallpaper collection, which instantly stopped us mid scroll)!
Prior to launching her design firm, Abby was the former Art Director at Tory Burch, responsible for creating a unique online user experience and translating the brand’s visual identity in the digital space — from directing photoshoots and designing daily editorial content for Tory Daily, to curating inspiration behind each collection across social media. Since launching her design firm in 2019, Abby has developed an impressive roaster of clients from the likes of Becky Nielson Interiors, to Caitlin Geier Fisher, and recently led all freelance art direction and social media content management for Mark D. Sikes Interiors’ 10 Year Anniversary campaign.
We couldn’t be more delighted to sit down with one of our favourite creatives, whose warmth, kindness, and passion for beauty show us all what it means to live beautifully.
Where did you grow up and how has your past shaped your design aesthetic?
I grew up in Upstate New York and my fondest memories are being on Lake George. I would spend the summer up at the lake, mostly sailing a striped sunfish around the little islands and past the majestic Sagamore Hotel, surrounded by the natural beauty of the lush, green rolling mountains. I love the effortless and casual ease of lake life…and being on the water has strongly influenced my aesthetic and inspired my lifestyle.
How would you describe your Personal style?
Light, understated, classic, and layered.
Who are some of your style icons?
Ali McGraw, CZ Guest, Carolyn Bessette-Kennedy, and Marge Sherwood (Gwyneth Paltrow) in The Talented Mr. Ripley.
Where do you turn to for inspiration?
Magazines and books — recently, I have been scouring etsy and eBay for vintage botanical books. I also turn to travel, primarily seaside destinations.
How did you start your company and what do you love most about what you do?
I have a graphic design and photography background, mostly in fashion. I spent 10 years working at Tory Burch and loved working on editorial features. I was always inspired by the artists, interior designers, and small business owners we would meet and photograph and knew that one day I would have my own business. As the years went on, I started receiving branding requests and in 2019 I decided to finally take the leap! It has been such an exciting new chapter and so rewarding to work with individuals and brands. I am incredibly grateful for the mix of clients and projects that have come my way.
What would your dream project be?
A dream would be collaborating with Sister Parish or Hermès.
If you could hire any designer and/or architect from the past to decorate your home, who would it be?
Bunny Mellon — although not technically an interior designer, I adore everything she touched. She would spare no basket and she would create my dream garden. Also, hand painted floors make me so happy.
If you could invite any three individuals from the past, who would they be and what would you serve for dinner?
Lee Radziwill, Oscar de la Renta and Éstee Lauder. I would make Margherita and summer-style pizzas in our outdoor oven, served with Caesar salad and roasted vegetables. For dessert, flourless chocolate cake and mixed berries.
What are some of your indispensable items when entertaining and how do you ensure a memorable dinner party?
Fresh lowcut flowers, lettuceware, Carolina Irving and Daughters serving pieces, and a great playlist.
What does living beautifully mean to you?
Creating a loving home for my family. Being kind and gracious. Surrounding myself with dear friends. Appreciating the beauty in the little things. Spending time by the water and in nature.
How do you make every day feel special in your home?
Setting the table with woven placemats and cheery cotton block printed napkins, even if we order in.
What is your typical morning routine?
I am an early riser with my husband Erik who commutes to New York City. I savour our morning routine of getting ready for the day and having breakfast together. After Erik heads to the train, I have about an hour to work and respond to emails before my children wake. My son and I always call my mom on our way to school drop off.
How do you like to unwind after a busy day?
After my children are in bed, I relax on the sofa with chamomile tea and dark chocolate, and love to watch a show or movie.
What do you love most about living in Connecticut?
Living by the water gives me such a sense of peace. I treasure our long family walks around our neighbourhood which feels like a little oasis outside the city. The houses and gardens are beautiful and classic New England style.
While traveling, are there any objects you enjoy collecting?
Shells, linens and small hand painted bowls.
What is at the top of your bucket list?
Ischia and the South of France.
What are some of the greatest lessons you learned from your parents?
My parents taught me the importance of kindness and compassion towards others. They encouraged me to pursue my passions, work hard and always be a little outside of my comfort zone.
ABBY's Favorites
Favorite Travel Destination?
Italy and Nantucket
Favorite HOTEL?
The Cloister at Sea Island
Favorite HISTORIC HOUSE MUSEUM?
Casa del Herrero in Santa Barbara
Favorite interior of all time?
Tory Burch’s sunroom at her home in Southampton
Favorite design book(s) you most often turn to for inspiration?
Happy Times by Lee Radziwill and Flowers by Irving Penn
Favorite movie(s) every design lover should watch at least once?
It’s Complicated
Favorite home scent??
Night Blooming Jasmine & Damask Rose by Flamingo Estate
Favorite tabletop shops?
Favorite family tradition?
Each year, my mom and I go to Sag Harbor in late spring. It’s so peaceful and everything is in bloom.
Favorite piece of advice from your mother?
“Wake up happy and seize the day!”
