Industry Insights: Jonathan Hindle

What is the Design Guild Mark?

First of all, it’s not an award with a ranking system. Anybody can get a Design Guild Mark, providing they meet the standards of design excellence required by the judges. 

Because we use the word ‘award’, sometimes people think, ‘It's going to be a ranking of one to 10 or a top 20.’ It's not like that at all. The DGM is a recognition that allows the designer to present their piece to their peer group. So they're judged by their peer group. Right from its inception, I made it clear that this is going to be judged, not by a committee of a few people from the livery. But rather, these are practicing professionals at the top of their game in their respective fields. 

What was the reason behind starting the DGM?

It is about excellence, and setting the bar for quality and excellence in the British design industry. In my view, there hadn't been enough recognition of the importance of design when we started it, over twenty years ago. So this was an opportunity to recognise both the designers who are skilled at designing products for volume manufacture, but also recognising manufacturers who were investing in British design studios to do that work. 

Was it a choice to recognise the designers first and foremost?

We always wanted to recognise the designers, not the manufacturers. But it was also a way to benefit the manufacturers, because by association, they were investing in design. Designers who specify their furniture would welcome and recognize those companies for investing in good design. So that was the model that worked, and it's proven to be one of the most well recognized awards in the industry. 

What's the most valuable lesson you've learned in your career?

I know what I enjoy now, which is watching people flourish. And I suppose you're often guilty of not realizing how important the people you surround yourself with are in your early career. This might be because you’re ambitious, and you’re just driving forward subconsciously. And you might not realize that perhaps what was making you a success was more about the people around you and how they influence you. 

It’s refreshing to hear that approach…

When you get older it’s the other way around a bit. All my excitement comes from the businesses where there are people involved. There's plenty of businesses I have which don't involve many people, and I don't find them at all satisfying. So the whole satisfaction from life, ironically, goes a full circle. If you get the right people around you, it makes you a better person. It’s really that simple. 

To read more about the Design Guild Mark, click here.