Hi! My name is Joel Simmons, and I'm the chief merchandising officer at comfii.co.uk. I'm responsible for identifying trends and hand-picking products that fit in with the style of the moment. I write and publish ebooks on a range of interior design subjects from picking lighting fittings to sustainable product development. My core philosophy is ensuring all our pieces are well-researched and we understand the story and narrative behind each one. Our homes tell a story, and the furnishings we choose and forego provide the context and detail to each unique space.