This week on our Home Life Series, we step inside Soft Focus House, the light-filled Fitzroy warehouse of vintage curator and founder Sarah Godden. Housed within a former garment factory in Melbourne’s inner north, the space is equal parts home, studio and showroom — where lofty ceilings, flaky paintwork and original beams set the stage for a constantly evolving collection of vintage furniture and objects sourced from across Australia.
What began as a small side project after Sarah stepped away from her role as an art director has quietly grown into a thriving vintage destination. Today, Soft Focus House is known for its thoughtful regular drops — a mix of mid–late 20th century pieces and early 2000s design, each chosen for its craftsmanship, character and story.
With interiors that embrace raw texture, patina and personality, the warehouse has become the perfect backdrop for Sarah's curated finds — from sculptural chrome lamps to curvy oak furniture and the unexpected treasures discovered in the corners of suburban homes. Keep reading to see the joy of rescuing vintage pieces, and why our homes feel richer when they’re filled with objects that have already lived a life.
Soft Focus House feels like such a special place — can you tell us a little about yourself and how the idea for the business first came about?
Thank you so much! I actually started the business accidentally, I quit my art director job late 2023 because I was pretty burnt out, and while I was interviewing for new jobs I started selling some vintage pieces I’d had laying around. Vintage furniture was always my passion, so I set myself a goal to earn a certain amount in the first month, and I smashed it! So here we are, over two years later, now in our customized warehouse space in Fitzroy.
What was the moment you realised that sourcing and sharing vintage pieces could become something bigger?
I still pinch myself to be honest that I’m still making it work and that people still like what I source haha! I think once I had been doing it full time for a year I really started to believe in it - but moving into our Fitzroy space was a huge moment too!
This building has such incredible character — what drew you to this former garment factory in Fitzroy, and how did you envision transforming it into Soft Focus House?
It’s an incredible building with such a cool history (my grandmother actually lived and worked (as a seamstress) around the corner in her first house after immigrating from Malta in the early 1950s with my grandfather)! I’ve always been very keen to transform a warehouse into a living/work space, and I began looking at commercial spaces a year before our lease was coming to end on our house in the hope I’d find something in our budget and that felt right. I saw our place come up months before I actually enquired about it - the photos were terrible and it was hard to envision what the layout actually was. I’m glad I took a second look now! I wanted something with good light, high ceilings, and as much original character as possible. And affordable haha. Of course I had a huge pinterest board collecting ideas (mainly 1980s New York and European loft conversions) and as part of our proposal when pitching for the space I created a document with a proposed layout and mocked up the different finishes and how we wanted it to look. I wanted to keep anything original/existing as much as we possibly could. I love the roughly rendered walls, flaky paint, exposed pipes and original beams!
How does the space itself influence the way you curate and style the pieces inside it?
Amazing question! When we moved I was worried it wouldn’t be as easy to style and shoot the pieces as well, but of course, it opened up the way I work and it’s been an absolute dream! I’m much more pared back now with my styling, I let the pieces speak for themselves, I think the gravity of the high ceilings encourages this. It’s been really freeing!
You source pieces from across Australia — what does the process of finding these treasures look like for you? Where do you look, what catches your eye, and how do you know when something is worth bringing back to Soft Focus House?
I used to source from a number of different auction houses and marketplace platforms, but really you can’t beat Facebook Marketplace for the sheer volume and turnover of pieces. It’s literally endless. I’ve never scrolled to the end of a category, though I’ve tried! These days the focus is less volume but more considered pieces, but the key for me is to keep referring back to things I’ve seen that inspire me, BEFORE I actually jump on to source. It helps me keep focused and I find I don’t have to be searching all day. Luck is still everything though! I usually get goosebumps or a bit excited when I spot the right thing, it’s unquantifable though - I never know until I see it!
Out of all the pieces you’ve sourced so far, are there any standout finds that feel especially memorable or meaningful?
That’s like asking me to choose my favourite child hehe! I really love a tall capiz shell lamp that I sourced recently (that I decided to keep), and late last year we were lucky enough to secure a number of pieces from a house built in the 1980s, they were custom built to match the house out of curved oak, with brass inlay detailing. They were amazing. We also met the family and got to hear the history of how they were made - that’s my favourite part. Meeting the previous owners and hearing all about the life the furniture has had.
What are some of the best “treasures” you’ve uncovered along the way?
The best treasures are the things you spy in the corner of the room when you’re carrying out a sideboard - the accidental or unplanned finds that are a bonus on a pick up!
Soft Focus House celebrates objects that have already lived a life. Why do you think working with vintage and pre-loved pieces feels particularly important right now?
I’m so passionate about this - I feel the least we can be doing for the environment is to reduce the demand for raw materials and of course reduce furniture waste in landfill (85% is too high a percentage). There are already sooo many pieces of furniture and homewares objects that already exist in the world, if I can be a part of rescuing even a small percentage of these pieces and extend their life cycle by finding them a home in a new space with a new family, then that makes me sleep better at night! It’s not always possible to buy preloved, but I think we’re all beginning to realise making even a small shift in our purchasing habits is a bit of a no brainer for the planet. In addition to those timeless pieces, the wonderful thing is that interiors trends are cyclical like fashion. If we wait long enough, it will come back around again!
What do you think people are craving from their homes and the objects they surround themselves with?
Vintage and preloved pieces really inject personality into a space, as generally no two pieces are alike. It took me decades to feel like my home was a reflection of me as person, and the second hand finds did a lot of heavy lifting in that regard! I think maybe we’re all wanting our safe space, our homes, to feel authentic and like a haven, maybe because we spent so much time in them during Covid?
Our latest collection is called Treasure — it’s all about keepsakes, curiosities and meaningful pieces collected over time. What are the objects in your own home that feel like treasures to you, and what stories do they hold?
I have some special pieces I inherited from my Maltese grandparents, they had a fantastic timber clad bar built into their house and some of the glassware was sooo good. I think of them every time I use a piece. Some of my best friends have gifted me lovely objects, and a stunning wavy stainless steel bowl I purchased from my lovely friend Lucienne from vintage store @monhouse is the gift (to myself) that keeps on giving!
What inspired you to start Soft Focus House, and what gap did you feel existed in the way vintage furniture and objects were being sourced or shared?
I used to work in fashion retail, e-commerce and as an Art Director, and all that knowledge and experience I gathered over the years I now use on a daily basis for Soft Focus House. The business also provides a wonderful creative outlet and I’ve had complete freedom to build the brand exactly the way I want to and it’s been a real joy. It’s an extension of me and all the things that inspire me, really! There were obviously some amazing sellers and stores in Australia already, some of who I’ve become friends with along the way - it’s a very supportive community. There are particularly some well established curators that specialise in pure mid century pieces, and so instead of compete in that area I’ve tried to stay true to sourcing what excites me, what feels unique, and lean into exploring the lesser known parts of Melbourne to dig up treasures. The dream would one day be to source from Europe but there’s also something very satisfying about finding something special in a regular old outer Melbourne suburb and then be able to bring it to a new audience.
How has the concept evolved since those early days?
I was really trying to prove something to myself in the beginning (mild consistent panic haha) so I worked crazy hard and sourced a lot of pieces week in week out! I was running on adrenaline around town in my Mazda hatchback - but after 2 years I think that adrenaline all run out now hehe. There’s only so much I can make my husband Mike lug furniture for me too, so with the expansion of our space here in Fitzroy the collections have become more considered and less frequent to allow me to pay attention to our own space here! I’m so lucky to have built a wonderful community on instagram and via our website, and everyone is very supportive of furniture curation, renovation content, and other things we get up to in the space!
Your collection spans mid–late 20th century pieces and early 2000s design. What draws you to this era in particular?
I like the simplicity of these eras, and the breadth and availability of stock here makes it possible to consistently find good quality pieces for the store. And the build quality is solid too! Even the heavier veneer pieces from the early 21st century are beautifully built.
Are there certain materials, forms or design details you’re always on the lookout for?
My love for chrome, oak, walnut, burl, glass, wrought iron, velvet and rattan is shared evenly right now! I love a flourish here or there, curves, curly edges, geometric timber detailing, anything with a point of difference! Chunky legs are also a current fave!
Every vintage piece carries a story. How do you think that sense of history changes the way people connect with their homes compared to buying something brand new?
The best part of my job is connecting with the people who previously owned these pieces, and hearing how they were really a part of the family, often over many decades. How beautiful to be able to inherit that story when you acquire a vintage piece for your own home. You’re forever connected through that piece to another family’s history, in a sense. Not to mention it’s a reminder and perspective on a whole other era of craftsmanship and design.
Your weekly vintage drops feel almost like a treasure hunt. What’s it like seeing pieces get snapped up so quickly once they’re released?
Oh thank you! That’s the way it feels when I type a whole bunch of random addresses into my apple maps and set out on a sourcing jaunt haha. It feels very gratifying, validating and like a big warm hug when there’s so much interest in a drop! Like, ohhhh, there’s a whole bunch of us that are inspired by the same things and are looking for the same feeling to bring into our homes. That’s lovely - although I wish I could source the same piece over and over again so no one misses out! The good/bad thing about vintage I guess, and at the moment I’m just one person working in the business so there’s only so much I can collect. I need a bigger warehouse and a more confident entrepreneurial spirit!! Ha
Do you have a sense of what your community gravitates towards most?
I hope so?! I think they lead me towards pieces as much as I lead them - I can get a sense of what’s resonating when I post about what’s inspiring me, I guess that’s one wonderful thing about social media - that immediate response and I love that feedback. It feels like an open dialogue to me.
As people become more conscious about sustainability and individuality in their homes, do you think we’re seeing a shift back towards collecting meaningful objects rather than buying everything new?
I really hope so! I think there’s obviously still space for both, we need innovators and makers and designers and there are so many talented people making great work/art, particularly in Melbourne! I don’t want to say what people should be doing - budget and convenience are realistic and important factors! I have some Ikea pieces I bought new 26 years ago that are still going strong. Cost per use etc etc. And you do have to be brave to face marketplace sometimes - but I think it’s becoming more and more feasible to furnish your home with vintage and preloved. Also no packaging! I could go on and on about the excessive package with buying new.
What excites you most about the future of vintage and design?
The area that actually excites me the most is normalising sourcing preloved and second hand building materials. When we did the fit out for our Fitzroy space, that was our number one goal, to either keep existing finishes, source second hand materials or reuse what was in the space for other areas, as much as possible. In addition to timber framing we took apart and repurposed, we even got good at straightening nails and reusing them, and obviously replacing broken timber flooring with reclaimed pieces etc. So I think it extends beyond just furniture!
