Creative all-rounder Jette Virdi talks to us about her work as a food stylist, her interest in design and her plans for a new home-ware collection later this year.
So Jette, how did you forge a pathway to such a creative career?
Well, my main job now is all about design and style in food and events, but I came to it through a very roundabout route. I was always quite into design and both my parents were arty and creative, but I was never one of those people who plans their career, so I studied psychology at university and then went travelling. I fell in love with a plumber and we opened a plumbing company and after that fell apart, I moved to Mexico and opened a hotel. It was 100% sustainable, and all the furniture was made from old doors or pieces that we had around. Then I moved to Ireland and I spent the first three months in Ballymaloe where I met some amazing people, which is really how I got into doing what I do now. I think it’s such a magical thing to see people at a table together, eating and having fun.
What does working as a food stylist entail?
I tell people that I make food pretty for a job, that’s the easiest way to describe it, but it starts with weeks of prep beforehand. Usually we begin with mood boards to figure out the style that we want to do for the book or the TV show. After that we can spend days going through the 120 recipes we’re going to photograph to do shopping and prep lists, so it’s production as well as food planning. Then my team comes in and we prep before the shoot starts, we’re in the kitchen during the shoot and we clean up afterwards. I’ve a number of people I call on to do home economics for me, so I’ll have three to four people in the kitchen and then I’m standing in the shoot. I love getting to be creative, making things look great and working with chefs. I also consult and organise events with food brands. This year so far I’ve had two cookbooks and there’s another one in planning.
How easy have you found it to work in Ireland?
I’ve found it really easy. I don’t know if that’s a normal experience, but I’ve just found that everybody is so welcoming and open and excited to collaborate with me. I’m going into my third year now and there’s so many more people that I’m meeting and learning from and so many different projects coming up that it’s really exciting for me. I love creating a space where everyone comes together over food. Ireland has so many amazing producers and it’s great to see more and more people using artisan food products in every day life, not just people in the food business. People who come to me for events know that I’ll only serve a seasonal, local menu and it’s really important that I can support local producers. My mind is constantly blown by how many amazing food products there are here.
What else do you have planned for this year?
I’m bringing out a homeware range this year, and outside of that I’m also bringing out a bedware range with another friend, so my spare time is basically creating, designing and speaking to designers or producers to get my collection together. Everything is either made by producers in Ireland or designed here with local materials. My personal range is really simple, timeless pieces including linen aprons, napkins and tea towels, but to start it’ll be ceramics, wood boards, serving spoons and candles. We’re aiming for a September or October launch and then we’ll add some new colours and designs to the collection next spring/summer.
I’m also in the midst of setting up a creative women’s circle, with a focus on being better entrepreneurs, more about community and less about competition. There are so many cool women in Ireland that I want to hang out with and I’d love to know that the second Tuesday of every month I get to go to this location and hang out with some really awesome women who inspire me.
Sounds busy! How do you stay on track work-wise?
I’m a big believer in lists and listening to your gut and so I try to spend a little time every day reflecting, looking inwards and even if it’s just two minutes silence, looking at what I’m doing and seeing how my body reacts. It’s really hard being a business entrepreneur and making money but I would definitely say to anybody there’s no point being stuck in a job that you’re desperately unhappy in. If you’re not happy and you think you can do something else, go for it! For every one success I’ve had there’ve been ten failures and it doesn’t matter how great your idea is, or how much work you’re prepared to put in, sometimes it just doesn’t work out, but you have to keep trying! I’m very driven, so my mind is buzzing constantly.
I’m often asked if I find it scary moving round the world every couple of years and I’m like, “Well, if I hate it I can always move back”. But maybe I could move to the other side of the world and meet the love of my life or meet my best friend, or do something amazing. I suppose I’m always chasing that amazing thing [laughs].
You can find out more about Jette’s work at www.jettevirdi.com
Words: Martina Murray
Images:Jette Virdi
