This is a special festive inspired Heart-to-Heart that we are so excited to share with you - meet Imogen Roberts. It’s likely you’ve seen Imo in our content before, styling beds with Sage x Clare bed linen, for her amazing business that she founded with her husband, Al.
Their business is called Al + Imo and we love everything they create and stand for. I can confirm, their philosophy is 100% true: Good Design for Good People. Phoebe first fell in love with their custom-made furniture in the middle of Covid, when she needed a smarter desk/ bedding situation for her downstairs space at her previous home.
I arrived at Al and Imo's charming family home in Torquay on a sunny Wednesday afternoon and decided I never wanted to leave. It felt warm, homely and really, really calming. Not just because of the thoughtfully curated interiors but also, their feel-good vibes and the lifestyle they've created in this beachside town.
Enjoy the tour, the Christmas styling tips & brace yourself for the cutest cubby to ever exist.
Shop door mats here, apparel here, kids apparel here and festive decorations here.
Who are you and what do you do?
My name is Imogen Roberts and I’m one half of Al and Imo. My husband Al and I design and build timber bed frames. Alongside furniture - we share DIY projects and furniture plans. Our philosophy is simple; good design for good people.
There’s a beautiful story behind your business, how did Al + Imo first come to life?
I have a bachelor’s degree in fashion, and when I started working in the industry, I struggled with how fast everything moved. Before you could even enjoy what you’d created, you were already designing for seasons ahead. I always knew I wanted to design things for people, but it wasn’t until Al made us a bed that everything clicked. Rewind to 2015, we inherited a King size mattress from a housemate but needed a bed frame. Al being a carpenter by trade said he could make one, and so he did. There was nothing special about it but there was something magical in that moment... here was something we could make, that people would have for a really long time, maybe even a lifetime. Something that could be passed on to the next generation. It felt grounding and meaningful in a way that fast fashion never did. For the past ten years, we’ve been slowly building a catalogue of functional and timeless bed designs.
Browse the Al + Imo website here.
Can you tell us about the process of crafting your designs... What is the life journey of your designs, from start to finish?
A new design usually starts with us trying to solve a problem - which usually has something to do with space or storage. A client may say to us - this is our bedroom and this is how we live as a family, from there, Al and I work on a custom design to suit their needs in our style. Our designs are simple but functional - often with drawers in the base or a bookshelf headboard or floating side tables. All of our pieces are handmade by Al from Australian hardwoods. We don’t carry stock and only make what is needed. If you live in Victoria, Al will be the one delivering and installing your bed too, we are just a duo and we like it that way for this season of life.
Shop Imogen's outfit here, shop kids apparel here, shop our kids + baby range here and festive decorations here.
The friendship between Sage x Clare and Al + Imo really grew when our founder + creative director, Phoebe Bell, purchased your Bookshelf Ledge Bed during Covid-19 times. If you had to pick just one, what is your favourite Al + Imo design so far and why?
Phoebe’s bed is such a great example of designing and building something to suit a client’s space and needs. She wanted a free-standing Queen bed frame with built-in side tables, with a desk built into the back. The room was a large multi-purpose space, a home office during lockdown, a kids hang-out zone and also a guest bedroom. Their design was a combination of our Bookshelf Bed and Ledge Bed.
Picking a favourite feels impossible because I feel like it’s always the one we just made. But I will say the cot we designed and built when I was pregnant holds a really special place in my heart because it was the last time Al and I made something just the two of us in the workshop before we became a family. Both of our daughters have slept in it and whenever someone orders one, I get really excited knowing they're about to experience all of those yummy, special baby moments.
Shop bathroom decor here.
What advice would you give to someone thinking about investing in an Al + Imo forever furniture piece? How can they make the right choice for their home?
I would say think about how you imagine this bed to function for you, not just now but for decades to come. Take the time to consider your purchase, reach out if you have any questions, Al and I are always happy to help come up with solutions or steer you in the right direction. We spend such a huge part of our lives in bed; it’s a place of rest, intimacy, conversations, dreams, and snuggles. I feel genuinely honoured that people choose to invest their hard-earned money into our small business, trusting us to create this special vessel that holds so many memories.
Shop bed linen here, shop cushions here and shop bedcovers here.
This Heart-to-Heart is a special festive feature so without further ado… over to the festive questions!
Shop apparel here and festive decorations here.
The festive season can stir up a lot of emotions, what is your personal relationship with Christmas? Are you a lover or a grinch… or a bit of both?
Since having kids I’ve gotten really into it, their excitement is infectious! When I told Goldie we were putting the Christmas tree up, her eyes almost fell out of her head. It’s hard not to get excited when you have little ones jumping up and down around you. I also love how crafty people get around this time of year. Last year for the girls, we made them a cafe style cubby house “The Good Day Cafe” and during that process Al and I realised that our love language is acts of service - using our time to make something special, so we’ve decided to make that a tradition. This year we’re making the girls a doll's house with miniature Al and Imo furniture and I imagine we’ll sprinkle a little Sage x Clare in there! Follow our socials to see that project come to life.
Shop our festive decorations here.
Describe your favourite Christmas childhood memory to us… the smells, the music, the ornaments, the food - a nostalgic festive moment (or moments) you’ll never-ever forget?
I grew up in Far North Queensland, so Christmas was always hot and humid. My parents made a prawn and mango salad every year, and one year, Mum sewed a Santa suit that Dad wore to our neighbourhood pool party. It was chaotic and so much fun. I’ve taken this idea and we now host a yearly gathering with our friends where Santa makes an appearance. This year is the third year we’re doing it and each year, a parent gets a turn at playing Santa - the kids go wild, it’s so silly and so fun.
Shop our festive decorations here.
How do you sprinkle magic into your home at Christmas time? What are your top tips for festive styling?
We have a big tree which we pull out every year and pine garland, and as soon as they’re set up, the whole house feels festive. The playlist “Cosy Christmas Jazz” is always on repeat each year - you can find it on Spotify.
Our community are obsessed with our annual handcrafted Sage x Clare advent calendars. In terms of filling them this year (with surprises aside from chocolate and lollies) what are some creative ideas you’d suggest?
Ooh there are so many things you could do with the advent calendars! Our girls are two and four so lollies and chocolates at 6am is probably not the vibe we’d be going for in our home haha. I love the idea of an activity a day, especially if it’s something that could be done to keep them occupied during the morning! Put a cool festive outfit together, dance to a Christmas song, draw a Christmas tree, colour in a decoration etc. When they get older you could do beautiful letters too, I feel like this would be lovely for teens! Also a decoration a day to add to the tree. Honestly, the possibilities are endless and I LOVE how this would become a tradition that evolves with your family through different life stages.
Shop advent calendars here.
Shop table decor here and festive decorations here.
Let’s talk maximalist festive entertaining! Run us through your thought process for setting the table for a festive gathering and Christmas lunch… where does one start? What are some of your favourite ideas for this upcoming silly season?
Start with a joyful tablecloth, I’m so excited that Sage x Clare has released a round table cloth! Linen napkins will always elevate a space. Mix and match tableware and glasses. For a festive centrepiece - keep it low so that you can see each other. Last year we hosted a large Christmas party at the beginning of December, we made the theme “Spanish” and everyone chose dishes to make and bring. Goldie and I made place cards for everyone and inside them, I wrote prompting questions for people to answer, it made for really interesting conversations!
Any styling hacks to create a more elevated Christmas tree… while still ensuring it feels soulful and playful?
With decorations I feel like mixing textures is really nice - paper, felt, glass, ceramic, ribbons and beads - there are no rules. It’s also a chance to get crafty! Gifting a special ornament a year is a nice tradition and a nice way to collect slowly.
Shop our festive decorations here.
Lastly, you live in a beautiful part of Australia - Torquay, Victoria. For those venturing down there for summer (maybe on their way to visit the new Sage x Clare store!). Describe, in detail, your perfect day off in Torquay… GO!
Gosh, so many things to do down here now! If you’re here for a beach day in summer with the kids, the rock pools at Jan Juc are great at low tide. Walking from Torquay To Bells Beach and beyond across the cliffs is a really beautiful way to see the coast. Fishos on Torquay foreshore do delicious fish, chips and salads. If you’re kid-free, About Time Bathhouse is exceptional (a voucher here would make a great gift too). For lunch, try Sweet Ground, Pholklore, Soba Ramen or Mortadeli. For coffee, I love Torquay Larder - they grate chocolate on top of their cappuccinos! Bomboras makes a delicious green breakfast bowl. For dinner try The Kyn, Pearl or Roku Den. If you’re looking for a delicious burger, check out Gypsy Burger who have a van set up at Bells Brewery - they also have live music playing often and it’s a vibe. The main centre in Torquay is bursting with shops, my favourite is Torquay Books - I always walk out with something great!
Check out the Al + Imo website here.
Follow Al + Imo on Instagram here.
Shop all our joyful Sage x Clare festive decorations here.
With a whole lotta love xx