On Queensland’s Sunshine Coast, Create Estate is reshaping the Australian interior landscape through a deeply personal, high-touch approach to furniture and form.
Part furniture maker, part design house, and entirely uncompromising when it comes to quality, Create Estate is carving its place at the intersection of craftsmanship and innovation.
A Foundation of Form
Founded in 2018 by husband-and-wife team Sam and Nicole Williams, Create Estate was born from a recognition that the traditional furniture industry – like the estate and property worlds that often surround it, wasn’t telling the full story.
“We saw so many homes filled with pieces that didn’t really speak to the people living in them,” Nicole Williams explains. “They were functional, yes, but they lacked soul, it felt like there was no narrative or intention.”
Having taken over a multi-decade family upholstery business, the Williams’ vision extended beyond beds. They wanted to push the boundaries and create furniture that told stories. Pieces that felt like legacy, not leftovers.
Their clients weren’t just consumers, they were collaborators.
“We knew there was a space in the market for something slower, more bespoke, something that allowed for flexibility and individuality,” says Nicole. “That’s where Create Estate began – in that gap between form and feeling.”
This idea of story-led design has become a cornerstone of their business. Whether crafting stand alone beds, or contributing to a multi-residence development, Create Estate begins each project by listening, then translating ideas into tangible, beautiful forms.
Their process is creative, but considered. Each of their pieces are designed and hand made at their Warana factory, using locally sourced timber, foam, and fabrics from trusted textile houses around the globe. It’s this fusion of legacy craftsmanship and modern sensibility that defines their signature aesthetic: sculptural, understated, refined.
In Good Company
As their presence has grown, so too has their influence, with Create Estate now working alongside Australia’s most respected design studios, artists, and developers to bring distinctive visions to life.
One of those long-standing collaborators is Studio Collective, a boutique interior studio renowned for its curation of contemporary coastal interiors. The partnership is grounded in mutual respect, with an appreciation for intuitive spatial design and exciting collaborations, like their project Grece.
“Working with Create Estate feels effortless, they just get it,” says Melissa Park, co-founder of Studio Collective. “Whether we’re designing a custom piece for a private client or specifying furniture for a larger-scale project, we know the execution will be beautiful, and the detail will be there.”
Studio Collective has specified Create Estate pieces across several of their residential projects, including those with leading Brisbane developers Graya, who are known for pushing the envelope in luxury residential design. From layered, tonal apartments to bold, architectural homes, Create Estate’s pieces have featured as grounding elements, both functional and full of presence.
“Furniture plays a huge role in how people experience a space,” Melissa adds. “And Create Estate understands that. Their pieces elevate, but they never overpower.”
This philosophy has also led to collaborations with YouTube sensation Three Birds Renovations, and and raving reviews from the judges on Season 20 of The Block.
The Kelly Wearstler Collection
Today, Create Estate is turning heads with their most editorial piece yet, the Ivy Bed Head x Kelly Wearstler, wrapped in the iconic designer’s District fabric. Known for her provocative use of form, eclectic material and contrast, Wearstler represents the kind of creative alignment that excites Nicole most.
“Kelly is an icon. We’ve admired her work for years,” she says. “Her fabrics feel bold and expressive, but with an inherent sense of polish, and that really speaks to what we’re doing here.”
With thick rolled scalloped panels and a commanding presence, the Ivy x Wearstler design marked a shift, signalling Create Estate’s entry into sculptural, globally relevant furniture design. The collection, available in a palette of rich tones like Cobalt and Tobacco, offers the kind of bold minimalism that becomes the focal point of a room.
“It’s not about being loud,” Nicole reflects. “It’s about being memorable.”
Beyond the Bed
While bedheads have been their calling card, Create Estate’s next move is far more expansive. The studio is preparing to launch a custom furniture range, available through exclusive interior design partners and a growing online retail presence.
“We chose to start slow and considered,” Nicole explains. “But with growing demand from our clients, we’re now ready to expand our range, while staying true to the quality that defines us.”
To support this expansion, the brand is opening a flagship showroom in Maroochydore, designed not as a retail store, but as a tactile, immersive experience. Part gallery, part studio, the space will invite interior professionals and clients into the world of Create Estate, offering consultations, fabric previews, and custom commissions.
“It’s about giving people the space to slow down, to connect with the craft and the materials,” Nicole says. “We want to elevate the experience, not just the furniture.”
With a clear vision, a growing community of collaborators, and a fiercely independent mindset, Create Estate is not trying to compete on scale. They’re not chasing trends, or volume, or ubiquity. Their mission is quieter, and deeper.
They’re here to build legacies.
“We want our pieces to live with people, evolve with them, and feel like they were always meant to be there,” says Nicole. “Because when design is done well, it becomes invisible. It becomes home.”
To learn about their latest releases and upcoming showroom launch, visit createestate.com.au
