While there are plenty of product and interior designers in the world, there are only a few who do both. Well meet Tammy Price of Fragments Identity. This jane-of-all-trades creates beautiful custom decor in her signature aesthetic for her clients and other designers using unique textiles sourced from around the world.
Each of Price's pieces mixes a vintage feel with natural materials for a distinct Cali-cool feel that we would all love to place in our homes. Based in Los Angeles, the designer's studio is completely filled with her beautiful works. Price gave us a peek into the gorgeous space and shared with us her path to becoming an interior designer, stylist, creative director, and product developer of her cool company.
Lonny: How did you first get into design?
Tammy Price: My love of design has honestly always been within and happened to present itself after high school when I went to design school to further my inspiration for interiors. Upon graduating design school in my home town of Denver, Colorado, I moved to Las Vegas during the late ‘80s to follow the booming hotel hospitality industry.
At that time, there was not a huge market for products and when I began to design interiors, I would always design special products to fit the space because I could never find exactly what I was looking for. I would take my designs and have them made to fit the space perfectly. I always felt that the details were what pulled the space together. When you could provide details for clients that weren't available, it gave them a very unique interior and opportunity — and that’s what Fragments Identity became known for.
After two years in the hospitality industry designing for top hotels in Las Vegas, I returned to my roots in Denver with my husband to start a family. We opened our showroom at the Denver Design Center with our first ever launch of Fragments Identity products, where we then also continued to offer interior design services for commercial, residential, and retail. We then started to become a “designer to designers” from our showroom where other interior designers in the industry would come to us to design product for their projects.
Over the years, we continued to design products for ourselves and other brands, and ultimately made the transition to relocate to California 10 years ago. It was then that we continued our aesthetic while building our West Coast brand. Now, we continue to do interior design projects, celebrity makeovers with One Kings Lane, design and develop our own collections in-house, and produce them all in California, USA.
How would you define your style?
TP: Textured, effortless, crisp.
What inspired you to start Fragments Identity?
TP: During our first decade as a brand, our name was simply “Fragments,” which was an expression of the combination of different styes — a little bit of this, a little bit of that. When designing for other brands, we offered a lot of diversity. Once we moved to California, “Identity” was added to our name because we did so much product under private label for other designers, and we wanted to focus on our brand and its true identity. Fragments Identity has really become known for its own aesthetic that resonates with who we have been since the very beginning.
What resources do you go to for sourcing textiles?
TP: We source our textiles from many different countries as well as to-the-trade brands. It’s quite the endless exploration, which allows for one-of-a-kind, beautiful designs. I tend to always look for something special and textural!
What are your favorite parts of your studio?
TP: The first thing I looked at when I crafted the studio was the space itself. As a designer, space layouts and the overall vibe of an interior is what can make or break an environment. The studio space itself is very peaceful and provides me with an area where I can create for many different projects, while still keeping everything in its own space. I’ve never worked well with an excess of “things” in my workspace — simplicity and room to create and experiment has always been my vice. I love having variations in vignettes, work spaces, a mixture of goods from corner to corner — that is what truly sparks my interest and inspires my work on the daily.
What is your approach to developing one-of-a-kind pieces for your clients
TP: Those one-of-a-kind pieces that you offer in one place can really make all the difference to your brand and its clientele. Offering pieces that no one else has is the best way to keep original. Quality and product fabrication of the highest level is just as important to our brand as the design is. In order to stand out in a saturated market, we are committed to providing impeccable goods. Not only do we design in-house, but we also control and oversee all manufacturing from the beginning selection process of the textiles and furniture frames to the last tissue paper fold in the customer’s packed order.
When I do a design project for a client, I usually know exactly the direction I want to travel with it. I look at it in a similar fashion as finding the perfect piece of art for a space. But instead, I like to do that with accent furnishings, creating art in another form or element. In simpler terms, "the piece that no one else has.”
It’s truly a natural fit. Every design project we do, 90% of it is our own product. Then we go in and add other brands that fit the Fragments Identity aesthetic. When our clients hire us to do their design projects, they are also looking for our look and feel.
Why should we embrace natural materials and textures in our homes?
TP: Natural is timeless. It withstands all of the noise with coming and going trends, and always works in a space. I also believe that natural materials and textures create a calm and serene environment, which is priceless in the home. They are also easy to adjust and transition in and out with seasons without a huge expense.