An Online Shelter Mag We Adore (and You May Not Have Heard of)

By Felicity Loughrey
June 8, 2011

Adore Home Given all the love they've been receiving of late, you certainly already know about the current spate of online shelter magazines—ones that are laid out like traditional print glossies (you can even virtually flip through the pages) but have the added benefit of allowing you to click right through to buy the products you're eyeing.

But while most of the attention has been paid to U.S.-based pubs like Lonny and Rue, we're huge fans of one that's oceans away: Australia's Adore Home, now on its fifth issue, includes features like interior designer Trina Turk’s Palm Springs decor shop, textile designer Fiona Douglas’ Glasgow home, an insider tour of Brisbane-based home store Black & Spiro, and a Queensland beach house with a Hamptons look by interiors maven Diane Bergeron. “I was lucky enough to go to the photo shoot for that one,” says the online magazine's founder, Loni Parker of the chic Sunshine Coast abode.

The June/July issue of online magazine Adore Home (above left) and layouts from recent issues (below)

Adore Home

By day, the Brisbane-based Parker, 28, is an art director at a trade publishing company. “None of the [work publishing] topics are particularly interesting to me and I’ve always had a love for interior design.” So in the evenings and weekends, she married her graphic skills with her dwell sense and the Adore Home shelter magazine was born.

Adore Home online magazine hits the right note with online readers—over 100,000 unique visitors so far. “People find the magazine from blogs,” says Parker, citing Décor8, Table Tonic and Mojan Sami, among others. “It’s been great. I didn’t think anyone would find it. I’m surprised that people are taking an interest in it.” In between online magazine issues, Loni Parker has created an Adore Home blog to keep readers sated with content.

Adore Home

Adore Home So what’s Parker’s personal interior design style? “At the moment everything is monochromatic. I love black and white and then adding a bright yellow or a turquoise blue. I can appreciate so many styles. That’s what I love about the magazine—looking into other people’s homes and getting inspiration.”

Parker (pictured at left) has been tuned into eBay for six years. She shops the online marketplace for clothes (Australian fashion label Alannah Hill is a favorite search term) and most recently, she picked up a Snuggie. “It’s freezing cold in our office. So I bought this Snuggie on eBay as a joke. I thought I’d sit there in the Snuggie and see what people would do.” So how did her co-workers respond? “There was a little bit of laughing.”

As for the world of interiors, Parker says, “If you’re looking for furniture, it’s really important to be on there every week. It’s a waiting game. If you’ve got the patience, you’ll win.”

See what Adore Home's Loni Parker is willing to wait for on eBay:

Roll over items for details

Kartell Chrome Lamp

(buy it now price, $459.80)

Set of Two Louis Ghost Chair

(buy it now price, $399.99)

Jonathan Adler on Happy Chic and Accessorizing

(buy it now price, $11.17)

Modern Glamour by Kelly Wearstler

(buy it now price, $34.95)

Florence Broadhurst Wallpaper

iPad

Owl Umbrella Stand

(buy it now price, $165)

Moooi Armchair

Mor Hand and Body Wash

Dyson Vacuum

(buy it now price, $629.82)

An Online Shelter Mag We Adore (and You May Not Have Heard of)

1. Kartell Chrome Lamp: “I adore anything shiny and metallic and this lamp ticks all the boxes.”

2. Set of Two Louis Ghost Chair: “The Louis Ghost chair is such an iconic piece of furniture and fits into almost any home's decor. I have one in black for my office chair and I absolutely adore it.”

3. Jonathan Adler on Happy Chic and Accessorizing: “I really want this book by Jonathan Adler on accessorizing. His work is always so bold and colorful, which makes me happy."

4. Modern Glamour by Kelly Wearstler: “The ultimate coffee table book! Kelly Wearstler's work is divine and I'm sure this book will have me salivating!”

5. Florence Broadhurst Wallpaper: “I'd love to do a feature wall in this gorgeous Florence Broadhurst wallpaper. Too bad I'm currently renting.”

6. iPad: “I don't own one yet, but I think the way digital magazines are heading, I'm definitely going to have to get one! I'd love to make Adore Home available for iPad, eventually, and make it a very interactive experience.”

7. Owl Umbrella Stand: “I love this cute white owl umbrella stand - I'd love to get one for my front entrance and fill it with gorgeous colorful umbrellas.”

8. Moooi Armchair: “Love this armchair—so dramatic! I would put it in my library (if I had one—hey a girl can dream...)”

9. Mor Hand and Body Wash: “The Mor Cosmetics range is always beautifully packaged which I love being a designer! Plus the products always smell delicious.”

10. Dyson Vacuum: “Cleaning wouldn't feel like such a bore if I had one of these! A beautifully designed vacuum cleaner is definitely on my wish list.”

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