Bringing a sense of style and decorum to the usually frenetic world of trade exhibitions was the principle aim of Thibaud and Claire Cau-Cecile. Gone are the ‘carpeted’ display stands and boxed in exhibitors with generic fascias revealing nothing, instead visitors are calmed and inspired upon arriving by seeing an open-planned room with exhibitors beautiful products being individually displayed but aesthetically curated to compliment their products and each others. The lack of side walls invites the viewer to take it all in and reveals a chic collection of stylish homewares, giftwares and lifestyle product, whilst the relaxing feeling exudes a sense of harmony and warmth.

Starting out five years ago as Trade Secrets with the support of Interiors Magazine the pair who had been importers of French fragrances and bath products already had a foot in with the industry. They had exhibited at larger fairs and felt a little bit isolated and devalued with buyers feeling rushed, overwhelmed and sick of the ‘hunt’ for good quality stylish homewares. It was then they realized the opportunity to create a new style of trade show where products of equal quality and stature could be displayed together to create an ambience and aesthetic where the buyers and exhibitors had a positive experience. So the story begins, from a hotel room with five exhibitors Trade Secrets grew, and grew and grew……now five years on LIFE inSTYLE has two shows, Melbourne in August and Sydney in February with over 120 exhibitors, and no longer a trade secret but defiantly a not to be missed destination for those in the industry who too appreciate the finer things in life.

Q. When is it? A. July 30 - August 3 2009,