

Whiteport is Australia's newest website shop for home goods and it's overflowing with beauty and style.

The Allure of White
Everything selected at Whiteport is white. There are occasionally hints of silver, glass, or reflective surfaces like mirror, but one quick glance through the website will let you know that this wasn't a mistake. Like Oprah's Santa Barbara Guest Retreat house (pictured above), the presence of white adds serenity, calmness, and hypnotic allure to a room. White is also a color often found in shabby chic London boutiques and French country homes. It's a bold color that adds definition, lightness, and timeless style!
Meet Jennifer McCabe, Founder of Whiteport
Whiteport was founded by Jennifer McCabe in 2007. A Sydney girl who
lived in London for six years, Jennifer returned home to find an
overwhelming absence of quality Australian homewares stores offering
online shopping. "While Londoners are spoilt for choice when it comes
to online shopping, there were few options here that offered beautiful
homewares, delivered to your door, hassle free,” says Jennifer. “We’re
all busy working and raising families, so why not make buying gifts and
homewares easier?”
So she started Whiteport, an online store offering an extensive
range of home decor, gifts and accessories, themed around a stylish
white palette. Why white? Because Jennifer feels the Australian
landscape lends itself perfectly to white’s simplicity and purity.
“Our products look equally good in a city loft apartment or a sprawling
beach house,” she says. "White products are simple, timeless and
complement any colour scheme.”
The Interview
Dreams happen & Jennifer shares her story with Modern Girl Style!
1. What motivated you to take action and jump into the process of opening up an online store?
My husband and I had been toying with the idea for several years of starting a business together. There were lots of different business ideas that came up in our initial brainstorming sessions, however Whiteport was the one we got most excited about. I guess as I’ve always had an interest in interior décor & design, it was the business idea I related to best. In Australia, there are not a lot of online homewares stores offering good quality yet affordable homewares so we felt it better to start with an online store versus a physical retail store (tho there are plans one day to open one !).
2. How has London & Australia influenced your style? What individuals, artists, or shops have inspired you the most?
In London, my favourite homes were the restored country manors with soaring ceilings, generously sized rooms, massive eat-in kitchens and park-like gardens. In Australia, I’ve always favoured older style beach houses renovated with modern finishes (like the house we currently live in). And with my mum living in France, I’ve seen some truly stunning French chateaus. So I’ve had a lot of varied inspiration. I guess my ideal home would be a blend of all 3 – modern country? - somewhere near the sea. The shops that have inspired me the most are second hand ones. You can create such interesting displays with a mix of old and new and it’s always more special when you get a bargain.
3. Whiteport is themed on a “stylish white palette.” I love your concept! What inspired you to be so selective?
Why white? Because white products are simple, timeless and complement any colour scheme. You see so many fads come and go in homewares, but white is classic and never dates!
4. What are your top three favorite Whiteport items and why?
This is a hard question as there are so many of our items that I love, but you made me select 3 so here they are:
Monogram cushion covers
These are gorgeous with their cream stitched detail & piping. Very French. I have these on my own bed.
Plympton leather boxes
The heart shaped box is my favourite. It’s great for storing jewellery and cuff links and looks great on a bedside table.
Dragonfly pitchers
These have a lovely country feel to them with the cute dragonfly motif. Perfect as a water jug or a vase for flowers.
5. What words of wisdom do you have for other women that dream of launching their own business?
Don’t die wondering what if! Sometimes you have to take a risk, but you can minimise the risk by doing your homework including proper research and market analysis before jumping in. If you can’t afford to quit your day job and go full time into your new venture, do it on the side until you start making some money and get to a position where you can work on it full time. And remember, if it was easy, everybody would be doing it ! And get a mentor. Preferably someone who has been successful in their own right so you can learn from their successes and mistakes.
BONUS QUESTION!!
What celebrity home would you love to style?
Oprah’s Santa Barbara guest house. Can you imagine the fun you could have with a budget that size ??!! Plus I’d like to see less chintz and frills in some of the rooms. I think her guest house is the perfect backdrop for Whiteport products !!

(Check out that monogram pillow! I can see the style inspiration as reflect in the goods offered at Whiteport!)

Okay, I've totally fallen in love with Whiteport!!!