Lindi Reynolds, Founding Creative Director at Lindi Reynolds & Co, has given her insights into the industry.
With a formal training in Fine Art and Architecture, my practice as an Architectural Interior Designer has become my life's passion. I believe that the art of great Interior Design is to weave the functional and aesthetic aspects of a home together expertly, so that the final vision is transportive on first inception and supportive through the living of it.
Having set Lindi Reynolds & Co up 20 years ago, we are well established, with a broad base of brilliant supply partners, to help deliver our projects. Together we are passionate about creating living spaces into places that our clients can feel great in.
Having built up a specialism for delivering Architectural Interior Design, Project Management, Supply and Fit of all interior aspects for Character Properties and New Build Homes, alike. Our projects tend to be all encompassing, working on residential properties in their entirety with consideration given to all touchpoints of the Interior Design mix and finishing to the highest standard. To support this, we have a highly evolved offering for delivering bespoke furniture and cabinet making. Specifically, we have a specialist bespoke kitchen and bespoke bathroom delivery capability. Add to this ‘Goldfinches’, our legacy furniture offering, whereby we have the capacity to design and make one-of-a-kind furniture pieces to be loved by our client families and their future generations.
With a deep knowledge and appreciation for historical architectural vernaculars, and as a result have been especially privileged to work across a broad plethora of architectural vernaculars. We have an excellent track record in restoration and sympathetic enhancement of Historical residences.
As we are an Architectural Interiors practice, we are often appointed to work on and submit planning application preparations and submissions. Alongside this, we have the expertise to deal with Grade I and Grade II listed buildings.
Before setting up Lindi Reynolds & Co., I was a director for the global communications giant, Fitch Communications. There I headed up a large team of Designers and Project Managers to deliver communication solutions for some of the world’s biggest and most luxurious brands. My career has been focused on delivering visual solutions of the highest calibre. I am truly passionate about design and clarity of execution resulting in the delivery of meaningful response.
I hold a Bachelor of Arts in Fine Arts, and I am a proud member of the British Institute of Interior Design and the Society of British and International Interior Design.
A creative at heart, I have always been curious about understanding the mix of elements that are required to create exquisite spaces. I believe that our work as Interior Designers can drive positive living experience change. I like to think that through our projects we deliver enduring solutions, creating the ultimate platforms on which our clients can live out their best lives.
Impossible to say, I truly love it all. I love the complex nature of it, that it is many stranded, and as with an orchestra the success of a scheme can never be attributed to a singular element, so it’s important to love it all. As an Interior Designer, I envisage my role as a conductor of a great orchestra; weaving together masterpiece’s from many varied and diverse elements.
Pushed for an answer I could funnel it down to two things: - People - our business is about understanding and working with people all day, every day – client’s, supplier’s and colleague’s. I am naturally sociable and love this aspect of the role. - Detail - I thrive on detail, and this is how we create beauty by getting the detail right. There is a high level of crafting involved with this too, which requires working closely with our suppliers; and so we come back to people once more!
Reimagining the Victorian staircase in a recent Surrey home renovation.
When our client expressed an openness to replacing the existing staircase, it set the stage for a design revolution. Without altering the home’s footprint, we transformed its sense of light, space, and connectivity purely through re-designing the staircase. Every level of the home now feels effortlessly linked, bathed in natural light, and rooted in a more intuitive flow.
The new staircase is a bold yet sensitive statement — a radical reinvention that still honours the original Victorian vernacular. Behind its graceful form lies a core of innovative engineering: an internal steel structure that allows the staircase to stand independently from the surrounding walls. This freedom to “take leave” of the house’s structure opened up the space between the first and second landings, creating a central feature that can now be admired from all three floors.
What was once a purely functional element has become a showpiece. The staircase now commands attention as the sculptural centrepiece of the home, seamlessly combining artistry with precision engineering. It elevates not only the aesthetic value of the property but the very experience of living within it.
We work on period property renovations and new builds alike. If pushed, I think I would have to say that my heart beats a little faster with the prospect of a character property renovation. We have been fortunate to work across a broad range of vernaculars from Victorian, Edwardian, Georgian, Regency, Tudor and Art Deco.
Working on period properties is exhilarating, because you don’t always know what you are working with until you start to peel away the layers. I feel that our period property renovations benefit the most from our passion for Architectural Interior Design. We have a great track record now of working with tired character properties, and bringing them up to date sympathetically so that they are fit to serve for modern day living.
For a long time, it was figuring out how to run and build a business. How to find a way of costing that was truly reflective of the value we drive for our clients. We have very good systems now and have developed ways of working that mean we are building a very exciting business, but that took time and whilst there are guides for tapping into most of it you have to figure out for yourself.
Perhaps the most challenging remaining aspect is related to being a woman in a male dominated industry. In the early days, if I established on a project that I was simply not being heard on the building site, I would call my husband in to have a conversation. This was always a last resort for me of course; he would deliver the same information that I had, but the difference is that he was instantly heard and was able to bring about the shift that I had been after almost instantly. Simply galling, but at least we got ahead quicker that way because we had identified the problem. Now that we are more established, it’s not as much of a problem, but it’s still a lot more prevalent than it should be. We do not go to site to spoon feed or play a secretarial role – we are on site to drive value for our clients by ensuring the best outcomes and ensuring that our briefs are being correctly interpreted. We respect all the contractors, sub-contractors and artisans that we appoint to our projects and in return we expect to be respected too. It’s a two-way process when it’s working properly. Once, I had to explain to a sub-contractor that we don’t pay for abusive language, and so we agreed that he would remove 30 minutes from his time sheet that day. I can laugh about that now, but it was tough, and that’s how it can be. I have made a point of working with people who are proud of their craft, and whom I am happy to place in our clients’ homes. Our little black book is pretty solid now – we don’t have any suppliers that we don’t respect, and we look forward to seeing on our sites.
I wish I had known that society does not know how to value Interior Designer’s time, and so it is my responsibility to make it clear from the get go. People would never dream of getting advice from a solicitor or advisor of just about any other sort, for free. Somehow Interior Design falls very low on the evolutionary scale of pay for what you get.
I know, now, to value my studios time and check out a project and a potential new client before I invest in talking to them. Once we were engaged in a ‘pitch’ which when I called the client to agree the date and time for the agreed presentation (having been invited and having done a solid chunk of the work) he duly informed me that he had appointed another interior designer and there was no longer a need for our meeting. The whole point of a pitch is that you assess the designs against one another once they have all been presented. I should have been suspicious when the pitch process had not been clearly mapped out. My 8-year-old son was furious – he had seen me burn the midnight oil and demanded that I send in a bill for my time. He was absolutely right.
We don’t undertake free design, and I don’t even visit potential project sites without agreeing a fee. This way we know that the potential client is serious and that our efforts valued. We start as we mean to go on.
In any market, but especially in a highly competitive market, it’s important that you know your USP? Once you know what that is find a way of communicating it, talk about it and celebrate it every opportunity you get. Find your voice, practice it and draw energy from it! Good luck – it’s a beautiful industry, and I hope you can find a space to revel in the joy of it.
Authenticity has never been more important. AI represents both an opportunity and threat, and so I truly hope that as an industry we will embrace it to drive authenticity. To serve our design community with humanity at its centre – this would be good for both our industry and our clients on the receiving end.
The opportunities that I see it presenting are that we can produce better outcomes if we use it masterfully. It becomes a threat if used as a short cut, because then it’s in control and making the decisions, which can on the surface appear aligned to our intention, but on closer inspection can be subtly different, so it’s important to see it as a resource that requires close scrutiny. Scrutiny takes time, but it is essential because shifts are subtle and eroding if not corrected. We must ask ourselves what kind of reality we hope to create for our clients. I know we want to create homes that are good for the human condition; this is our great responsibility, and I am honoured to serve in this way.
This is intricately bound up with finding ways of protecting our precious environment by reducing our carbon footprint steadily, one project at a time. These two topics, AI and sustainability need to be at the centre of our industry conversations so that we can find best path practice that serves our industry and our clients well.
I am simply thrilled – it means a great deal to me to be part of this highly regarded industry network, because I truly believe in the power of collaboration and can see the multiple benefits of coming together to share ideas and practices.
At Lindi Reynolds & Co we will be celebrating 20 years in business this year, and I am looking forward to contributing wherever I can with the knowledge that I have built up over the years. I am also looking forward to the support network that will come with being an accredited designer of the SBID.
About Lindi Reynolds & Co
At Lindi Reynolds & Co, we are deeply committed to the craft of architectural interior design. Our award-winning studio creates uniquely personal interiors to the highest standards, reflecting each client’s personality and life vision. From London character properties to Surrey estates, we partner with discerning clients who value timeless sophistication, exceptional craftsmanship and truly bespoke design.
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Nilfah Adams, Founder & Creative Director of Nilfah Adams, has given her insights into the industry.
My career began in interior design over a decade ago, rooted in a deep curiosity about how environments shape emotion, behaviour, and identity. I trained formally in interiors and built early experience within retail, hospitality, and residential projects, which sharpened my understanding of craftsmanship, materiality, and spatial flow. Over time, my work expanded internationally, across Africa, Europe and the UK, where cultural context became a central influence on my design language.
Alongside practice, I pursued advanced studies in fashion art direction and luxury brand strategy and business, enabling me to bridge interiors with storytelling, brand thinking, and experiential design. Today, through a spatial storytelling approach, I work across high-end residential projects and luxury lifestyle concepts. Crafting environments and experiences that are considered, emotionally resonant, and culturally grounded rather than trend-driven.
Interior design feels less like a career I chose and more like one that found me. Growing up, I was surrounded by both creativity and an appreciation for the built environment, an influence shaped strongly by my parents. From an early age, I felt an instinctive need to make things beautiful, but also to understand how beauty could serve a purpose in the way we live, feel, and find comfort in our everyday environments.
I became fascinated by the psychology of space - how light, texture, proportion, and even silence shape mood, memory, and behaviour. Rather than viewing interiors as decoration, I saw them as a form of lived storytelling, where intangible ideas such as belonging, grounding, and ritual could be translated into physical form. Creating spaces that quietly support human experience, rather than demand attention, continues to anchor my commitment to the profession.
The conceptual phase, where a project is defined before form emerges. This is the moment where spatial intent, identity, and narrative are established, and where design decisions gain coherence and authority. Interpreting a client’s way of living, values, and rhythms, then translating those insights into spatial structure, proportion, and atmosphere, is where the work becomes most rigorous and meaningful.
I am equally invested in the material and technical resolution of a space. Working closely with materials, artisans, and construction details allows a project to develop depth and longevity. I am drawn to creating interiors that are composed rather than styled. Spaces that feel anchored, precise, and enduring. The continual negotiation between concept and execution, intuition and discipline, creative vision and strategic thinking, is what sustains my engagement with the profession.
This past year has been defined less by a single project and more by a shift in clarity. Completing advanced postgraduate studies alongside practice allowed me to articulate my philosophy of spatial storytelling with greater precision. Seeing my work positioned not only as design, but as cultural and strategic thinking, has been a meaningful milestone.
A particularly memorable moment was the special feature of a penthouse project in Cape Town, in the House & Leisure magazine in South Africa. The project offered a culturally rich and considered response to its context, drawing colour, rhythm, and narrative directly from the views beyond the windows and the heritage of the Cape Malay Quarter. Interior and exterior were treated as a continuous dialogue, allowing place and culture to inform the spatial experience rather than simply frame it.
I am most drawn to residential and lifestyle projects where there is room for narrative and nuance. Homes, retreats, and concept-led environments allow for a deeper exploration of rhythm, ritual, and atmosphere. These projects invite a slower design process; one that honours material integrity and emotional flow.
I am particularly inspired by projects that engage with place, whether through cultural references, landscape, or craft. When a space reflects where it belongs, and who it is for, it gains authenticity. That sense of rootedness is what I aim to cultivate in every project.
One of the greatest challenges in interior design is maintaining creative integrity while navigating external constraints; budgets, timelines, and the realities of the construction process. The depth required to resolve a project properly often demands more time and attention than the industry typically allows, making it essential to balance rigor with efficiency without compromising the quality of the outcome.
Another ongoing challenge is education. There is still a need to reframe perceptions of luxury; away from immediate visual impact and toward longevity, thoughtfulness, and emotional value. Articulating this perspective requires clarity, conviction, and trust, all of which are critical to sustaining a refined and principled design practice.
I wish I had understood earlier that interior design is about far more than making spaces look beautiful. A significant part of the profession lies in communication, boundaries, and emotional intelligence. Design skill alone is not enough; much of the outcome depends on external collaborators, contractors, and specialists responsible for implementation.
This reliance on others is often where design integrity can falter. Having the right team in place and knowing how to manage, communicate, and protect the original intent is essential. Learning to articulate value, manage expectations, and safeguard creative vision throughout the build process is critical to delivering work that remains true to its concept.
I also wish I had known that it is acceptable and often necessary to say no. Not every project aligns with your values or direction. Learning to choose alignment over volume has been one of the most important lessons in shaping a sustainable and fulfilling career.
Develop a clear point of view before chasing visibility. In an oversaturated industry, what ultimately sets you apart is who you are - how you see the world, what you value, and the perspective you bring to your work. Trends will come and go, but a defined design philosophy creates longevity and relevance.
Mastery also requires patience. Understanding materials, people, process, and yourself takes time, and that evolution cannot be rushed. Allow your work to mature organically rather than forcing definition too early. Depth, authorship, and self-awareness are what build credibility and lasting impact.
I see a growing shift toward emotional sustainability, spaces designed to support well-being, identity, and longevity rather than constant renewal. Clients are becoming more discerning, valuing meaning, craftsmanship, and narrative over excess.
There is also an increasing crossover between interiors, fashion, art, and brand experience. Designers are expected to think holistically, considering how spaces communicate values and cultural relevance. This evolution favours designers who can blend creativity with strategic thinking and cultural awareness.
SBID accreditation represents professional integrity and accountability within an industry that is often visually driven but inconsistently regulated. To me, it signals a commitment to ethical practice, continual learning, and design excellence grounded in professionalism rather than aesthetics alone.
It also reinforces trust between designer and client, creativity and structure. Being aligned with SBID reflects my belief that meaningful design is not only about vision, but about responsibility, rigour, and long-term value.
About Nilfah Adams
Nilfah Adams is a spatial storyteller crafting immersive, emotionally intelligent environments where luxury, culture, and narrative converge. Her practice goes beyond aesthetics, exploring how space holds memory, shapes feeling, and supports identity. With a background spanning interiors, luxury hospitality, fashion art direction, and brand strategy, she approaches each project as a world-building exercise—layering form, texture, and meaning with conceptual clarity. Every commission begins with a singular question: What do you want to become? The answer guides a collaborative process that transforms spaces into lived experiences—refined, culturally resonant, and deeply personal. Designed with intention. Experienced with presence.
Sofia Vladimirova BA (hons), Design Director and Founder, and Christopher Ashton B.SC (hons) M.Arch, Technical Director at Studio Archer, have given their insights into the industry.
Sofia, is a creative professional who trained at an arts school in Moscow for ten years before earning a BA in Interior and Spatial Design from the University of the Arts London (UAL). She built her career in luxury high-end interiors, working with prestigious London-based firms.
In 2020, Sofia founded her own design practice, successfully delivering high-end residential projects. In 2023, she secured a multimillion-pound commission, marking a significant milestone in her growing portfolio.
Chris was fortunate enough to start his career working on a Four Seasons Hotel proposal at ReardonSmith Architects. This was followed by assisting with hotels such as the Beaumont, the Savoy and the Hyatt Churchill, which was an explosive introduction to professional Architecture, whilst completing part 2 masters degree. The next step on the journey was in the Middle East, designing and implementing interiors for palatial projects; before returning to London for work on the Dorchester Hotel, and the Admiralty Arch hotel in a more senior capacity leading packages. A full career working in the ultra high end luxury sector gave Chris an insight in to this exclusive world and was instrumental in joining Sofia at Studio Archer to help implement these designs on a technical and co-ordination level.
Sofia: I have always been a creative person, even as a teen drawing “dream house” interiors. I have finished an art school in Moscow and when I moved to the UK in 2006 I proceeded in going to a college where I did A level in design and art, and then did BA for interior and spatial design in UAL. Being an interior designer was always my dream.
Chris: Having started my career in an architectural capacity I found myself drawn more towards technical design and implementation of interior details. The projects on which I was working required much bespoke detailing, and more problem solving than your average ID projects. As less of a designer, and more of an engineer I found myself in a niche position of having enough design knowledge to understand what the creatives wanted, but enough technical knowledge and discipline to realise these designs, which I found fascinating.
Sofia: Aside from the design process itself, it’s probably the happy tears of my clients that bring me the most joy, this is why residential was always something I preferred doing. Interiors have huge impact on our lives and making my clients dream a reality, is the best feeling. At Studio archer we provide deeply personal service, we don’t outsource any of our work- all designs, visuals, technical drawings, FF&E- all is done in house. This means we can adjust anything in a matter of few hours for our clients.
Chris: I find real joy in seeing the incredible designs Sofia creates and taking them from her head in to something tangible on the page. The process of understanding what is being designed, and why it is designed that way, to better resolve the details and issues without compromising intent. Then eventually seeing this physically come together in a way that satisfies the clients needs in ways they may not have properly realised is a joy.
Sofia: For the past 20 months or so we have been working on our biggest project to date, an 800sqm, multimillion-pound refurbishment full of bespoke joinery and details. One such item was a glass chandelier collection that had been designed and specified to the smallest detail by Studio Archer along with Kolektiv Atelier lighting. After months of waiting for it to be manufactured it finally went in and the first time the client saw this she choked up with emotion, which of course caused me to well up as well. An absolute career highlight I will never forget.
Chris: Recently I designed a geometrically complicated staircase that was quite risky to show to client before I had properly resolved the structure in 3D - but we did it anyway and they loved it. A long process developing this staircase, back and forth on how it could be done; but eventually the structure and then the boarding went up and once plastered it was such a huge relief that it all came together beautifully.
Sofia: Details, anything that we can really get in to and make unique. We don’t have a specific style, and we do not have preference in style either, all we ask is for the opportunity to develop the client’s intent in a fresh and individual way. Of course, anything that allows us bespoke design pieces means we can really put something special together, something completely new.
Chris: Agreed, if we are allowed the freedom to design everything to the millimetre, Sofia’s eye for design and my obsession with detail often makes for some truly spectacular pieces. That said, I also enjoy the challenge of being inventive with materials and finishes to enable a beautiful design without necessarily exploding the budget with custom Joinery.
Sofia: The biggest challenge we have found on this project in particular is the unpredictability of some subcontractors. Due to the size of the project we had to take a gamble and go outside of our network to meet the deadlines and while some were fantastic hidden gems, some were extremely disruptive in terms of missing deadlines, not following details and general poor attention to detail. We, of course, fixed these issues but the time and effort of doing so was difficult.
Chris: Personally, I find it very challenging to be patient in the design stage. I’m always ready to dive in and detail from the start but the reality is that the big picture is often many conversations, tweaks and revisions away from a final design. Similarly, I also find it frustrating as you inevitably go down the wrong path and have to reset and sometimes you quite literally have to just wait until the right composition reveals itself. Luckily Sofia is far more patient at this stage as I’m itching to progress.
Sofia: Probably how small a proportion of this job is about design and how much is organisation! The fun design stage is just the start, and although you do design throughout to a degree the remaining time is spent selecting, scheduling and managing the products. No matter how big the team grows the process is still primarily an organisational one, on the upside the end of the project where you again get to see your design but in reality, is entirely worthwhile.
Chris: I wish I knew how slow everything seems to move, even when it isn’t. This renovation we are currently on should realistically be a 2-year process start to finish; however it was squeezed to 18 months and STILL it feels like very long waits. Things like furniture on 12-week lead times, or complicated joinery design development, or even the time it takes to ship certain items from abroad. It feels like a long waiting game while you are in the midst of it, but then when it’s done you appreciate the scale of what you’ve achieved in a relatively short time.
Sofia: Do not expect that this job is all about designing beautiful interiors and selecting pretty fabrics, unless you opt for a decorator’s job instead. Design accounts for about 15-20% of the whole job, the rest is technical drawings, accounting, multitude of excel sheets, chasing suppliers/manufacturers, managing people on site and dealing with delays, managing clients’ expectations and often having to have uncomfortable conversations to manage expectations.
Chris: I’d second that, it certainly isn’t all about the lovely designs and drawings you see on Instagram. That is a hugely important part of the process but in terms of day to day activities, it will end up being the least of what you spend time on. The worse news is that the further you develop in your career the less involved design you’ll find yourself doing, especially if you end up running a company.
Sofia: I think it’s impossible to predict, there are more designs, more opinions, and more AI involvement by the day it seems. Navigating the noise and trying to have a clear prediction of where it is going feels impossible.
Chris: I’d say that much like fast fashion, fast interiors are certainly dominating the mid-range design space with constantly changing designs attempting to keep up with the current “trend” culture. Thankfully high-end design does feel more consistent, proportions and scales developed over centuries still reign supreme. I do predict that a return to softness and comfort both in colour and shape will evolve in the residential space. The harsh cold lines of strict white marbles and glossy surfaces make for nice photoshoots, but unforgiving spaces. I can also see people being more experimental as there seems to be more and more ID social media channels, and people are inspired by the niche design and finishes that they may not have seen before.
Sofia: As the interior design industry is largely unregulated in the UK this is a huge step in preserving the integrity of the profession. Indicating that we are trained, experienced and capable of handling projects in the millions as SBID have confirmed that we have in fact done this before.
Chris: It legitimises Studio Archer for what we are; a professional full-service interior design company that completes projects from the first thought in the clients head to the final handing over of the keys and beyond. Certifying Sofia's degrees and experience as a premium designer for high end residential, and my own qualifications as a senior architectural technologist on some of the most elite hotels in London – SBID have verified this information to give our clients peace of mind.
About Studio Archer
Studio Archer is a family-run, high-end interior design firm based in the UK, founded on a seamless collaboration between interior designer Sofia and her partner, architect Chris. Together, they bring a unique balance of creative vision and architectural precision to every project. The studio specialises in turnkey interior design, delivering projects ranging from £200,000 to £4 million. In addition to full-scope interiors, Studio Archer designs and manufactures bespoke joinery, furniture, lighting, rugs, and custom pieces, ensuring every detail is thoughtfully considered and expertly executed. Our ethos is simple: there is no such thing as bad interior style—only poorly executed design. We believe exceptional interiors are not about imposing a signature aesthetic, but about interpreting and elevating each client’s vision with clarity, creativity, and uncompromising precision.
Natasha King, Founder & Principal Designer at Styled Home Design, has given her insights into the industry.
My career began in the corporate hospitality sector, where I spent over a decade working in marketing roles for some of the UK’s largest hospitality brands. Over time, I progressed into a Head of Guest Experience position, where interior design naturally became central to my role. Understanding how guests interacted with a space, what encouraged them to stay longer, and how environment influenced spending and behaviour was key. This involved navigating commercial spatial planning from both guest and operational perspectives, considering everything from layout and lighting to materiality and even scent. That experience gave me a deep understanding of how design directly impacts emotion, behaviour and performance, knowledge that now underpins my approach to both residential and hospitality interior design.
I have always been deeply fascinated by how spaces make people feel. From a young age, I was drawn to architecture and design, how buildings are constructed, why spaces are laid out the way they are, and how materials influence atmosphere. Growing up, I moved home several times, and I instinctively created a sense of sanctuary in my own bedroom or personal spaces. Those environments gave me comfort, grounding and security, and I realised how powerful that could be. That understanding has followed me into adulthood, where my home remains incredibly important to how I feel and function day to day. Interior design allows me to combine creativity with psychology and practicality, creating spaces that genuinely support people’s wellbeing, lifestyles and emotional needs.
While I love the entire design process, seeing a project come to life is without doubt the most rewarding part. Watching an idea evolve from concept to reality, and knowing that it has enhanced a client’s wellbeing and everyday life, is incredibly fulfilling. Interior design is not just about aesthetics; it’s about shaping how a space is experienced and how it functions long-term. Being able to influence the interior architecture of a building, improve flow, introduce thoughtful details and ultimately deliver a home or space that truly works for its occupants brings me immense satisfaction. That moment when clients walk into their finished space and feel understood is what makes the process so special.
One of my most memorable highlights has been seeing my business continue to grow and evolve. Styled Home Design is approaching its fourth year, and even within that time, I’ve seen it transform through experience, projects and client relationships. Every project shapes the studio in some way, refining our processes, our confidence and our approach. I’m constantly adapting, learning and raising the bar, both creatively and professionally. That ability to evolve, rather than standing still, is something I’m incredibly proud of. Building a business that continues to mature, challenge me and deliver increasingly refined work has been one of the most rewarding aspects of the past year.
I primarily work on residential projects, particularly long-term full home renovations. I often say that I don’t have a signature design style, our signature is our approach. We place the client at the heart of everything we do, which means no two projects look the same. Full renovations allow us to really get to know our clients and design homes that reflect how they live, not just how they want their space to look. Alongside residential work, I also love boutique hospitality projects, drawing on my background in the hospitality industry. These projects often allow for more creative freedom, as they are less emotionally driven than homes and offer exciting opportunities to inject personality and bold design choices.
Coordination is by far one of the most challenging aspects of the profession. The number of decisions involved in any project is vast, and the behind-the-scenes work is something many clients don’t fully appreciate until they experience it first-hand. Managing contractors, suppliers, timelines, budgets and design intent simultaneously requires constant oversight. There are so many moving parts, and without experience, it’s easy for projects to become overwhelming or costly. This is often where clients truly see the value of working with a professional designer, our role is to manage complexity, anticipate issues and ensure everything aligns seamlessly, allowing clients to feel supported and confident throughout the process.
I wish I had fully understood just how small a percentage of the role is design. In reality, design is only a fraction of what we do. Project coordination, procurement, budgeting, client management and problem-solving account for the majority of the work and are what truly hold a project together. I also wish there was broader public understanding of what professional interior design really involves. As an industry, we still have work to do in educating clients on the value and expertise required, especially when managing significant financial investments. Organisations such as SBID play a crucial role in raising standards, providing accreditation and helping to professionalise an industry that lacks formal regulation.
Earn your stripes but then know your worth. Most creatives are deeply passionate about what they do, and that passion can sometimes be taken for granted. Early in your career, it’s important to gain experience, build a portfolio and learn the realities of the industry. However, there comes a point where you must value your expertise, time and knowledge. Being confident in your worth and setting boundaries is essential for longevity and sustainability in the profession. Loving what you do shouldn’t mean undervaluing yourself.
I believe there is still a long way to go in educating clients about the true value of interior design, particularly in the UK. Compared to Europe and the US, where working with an interior designer is far more commonplace, we are still behind. I would love to see the industry become more professionalised and trusted. I often explain to clients that hiring an interior designer is like hiring any professional service, it’s sometimes not because you can’t do it yourself, but because your time is valuable and the expertise helps avoid costly mistakes. Once clients experience the process, they quickly understand the complexity involved and the value professional design brings.
SBID accreditation represents professionalism, credibility and trust, qualities that the interior design industry truly needs. It provides clients with reassurance that they are working with a qualified professional who meets recognised standards and operates with integrity. For me, it aligns perfectly with my belief that interior design is a serious profession involving large financial investments and complex decision-making. SBID helps bridge the gap between public perception and professional reality, and I’m proud to be accredited by an organisation that champions excellence and raises industry standards.
About Styled Home Design
Styled Home Design is a Cambridge-based interior design studio specialising in luxury residential renovations and bespoke commercial interiors. We work with private homeowners, developers, and businesses who want beautifully considered spaces without the stress of managing the process themselves. Our approach is collaborative, design-led, and detail-driven, balancing timeless aesthetics with practical, liveable solutions. From concept development and spatial planning through to detailed specifications, procurement, and project management, we oversee every stage to ensure clarity, quality, and confidence. Each project is tailored to the client, resulting in refined interiors that feel personal, functional, and enduring.
Dr Esther Milardi, Design Director of Di Oro Interiors, has given her insights into the industry.
I moved from Italy to the UK in my twenties to study Comparative Literature and explore the relationship between identity and forms of visual and written expression. During this time, I became fascinated by how emotions powerfully shape daily experience, memory, and our sense of self.
This sensitivity to emotional depth and storytelling naturally guided me towards interior design and visual art, fields I had long been drawn to. In 2016, I founded Di Oro Interiors, bringing together a passion for creating emotionally resonant spaces with an intuitive understanding of how interiors and art can reflect, support, and inspire individual identity.
Interior design felt like a natural meeting point between my academic background and the elements that have always guided me, namely emotion, storytelling, and beauty shaped with purpose. I see interior design as a powerful form of communication, much like other artistic forms of self-expression, where spaces shape our experiences, identity, and sense of belonging. This understanding is what drew me to the profession, as well as a desire to move beyond the narrow perception of interior design as purely decorative or trend driven.
At the heart of my work lies in fact a genuine passion for helping clients realise that the spaces they live and work in should be more than a clever combination of furniture. They should at heart reflect the depth of who they are. It is my firm belief that it is only when environments are informed by personal memories, values, and individual rhythms, that they become places that nurture creativity, offer peace, and support everyday life.
What I enjoy most is the deeply human side of design, the conversations, the listening, and the gradual uncovering of what truly matters to a client. I love the moment when a project moves beyond surface preferences and into emotion: memories, daily routines, and dreams. That is where design becomes meaningful.
I am particularly drawn to the early conceptual phase, when ideas are still fluid and the narrative of a space begins to take shape. Translating intangible feelings into colour, texture, light, and form is both challenging and profoundly rewarding.
One of the most memorable highlights of the past year was designing a medical and aesthetic clinic across three floors. The project was especially rewarding when inspectors were so impressed by the overall design and functionality that they elevated the clinic to the level of a day hospital. This recognition was incredibly affirming for our team and deeply meaningful for our client.
What made the experience even more special was the trust the client placed in us, shaped by her response to a previous space we had designed for her. She had described that earlier project as feeling like “walking into Narnia,” a place where she felt happiest and fully recharged at the end of her working day. Knowing that our work could consistently create environments that meet strict professional standards while also offering emotional comfort and renewal made this achievement particularly memorable.
I am most drawn to residential projects and intimate commercial spaces where a strong emotional narrative can unfold. Homes, in particular, hold layers of personal history, making them incredibly rich creative territory. I love working with clients who are open to introspection and collaboration, those who see design as a journey rather than a checklist.
Ultimately, my favourite projects are those where trust is present and where the design process becomes a shared exploration of identity. These are the projects that result in spaces that feel timeless, meaningful, and deeply lived-in.
One of the greatest challenges I encounter is managing expectations in a world increasingly influenced by fast trends and curated imagery. Helping clients move beyond Pinterest-style references and towards a more personal and lasting vision involves patiently encouraging reflection rather than instant decisions.
I would have reminded my younger self that building a practice takes time. Developing a distinct voice, attracting aligned clients, and refining a philosophy is a gradual process. Trusting that journey and staying true to one’s values is far more important than rushing towards quick success.
My advice would be to develop your sensitivity before your style. Trends change, but your ability to observe, listen, and understand people will remain your greatest strength. Interior design is ultimately about people, not products.
Take time to explore who you are, what moves you, and what stories you want to tell through space. Build a strong foundation by learning the technical aspects of the profession, but never lose sight of emotion and meaning. Be curious about art, literature, travel, and life, all of these feed good design.
Most importantly, be patient with yourself. Confidence and clarity come with experience. Trust your instincts, remain open to learning, and allow your voice to evolve naturally. When your work is rooted in authenticity rather than imitation, it will resonate far more deeply with clients.
I believe the industry is moving towards a more thoughtful, human-centred approach. Clients are increasingly seeking spaces that support wellbeing, emotional balance, and a sense of identity, rather than purely aesthetic statements. I sense a growing desire for interiors that feel meaningful.
As far as sustainability is concerned, I hope that it will continue to evolve beyond materials and processes, extending into longevity and emotional durability: spaces that are loved and lived in for years, rather than frequently replaced.
Ultimately, I am convinced that the future of interior design feels quieter and more intentional.
Being an SBID Accredited Interior Designer represents both professional recognition and personal alignment with values I hold deeply. It acknowledges a responsibility to integrity and expertise, and a commitment to designing with care, depth, and purpose.
About Di Oro Interiors
Renowned for its multi-award-winning designs, Di Oro Interiors specialises in creating timeless interiors for residential and commercial clients. Founded in 2016, our interior design studio has built an invaluable reputation over the years for creating high-end luxurious interiors and for providing the highest level of design services. Our mission is to inspire joy and fulfilment, ensuring our clients feel a sense of excitement every time they walk into their space. With extensive experience and meticulous attention to detail, Di Oro Interiors is the ideal partner for discerning clients seeking expert guidance in bringing their visions to life.
Victoria Newall, Founder and Interior Designer at Drawn Interior Design, has given her insights into the industry.
I’m the founder of Drawn Interior Design, an award-winning boutique studio based in South East London. My background spans over 25 years of design across private homes, film, and global luxury brands including Chanel, Hermès, BBC and Film4.
This cross-disciplinary experience brings a strong sense of narrative, nuance and identity — qualities that shape everything I do. I create refined, characterful interiors for discerning homeowners, and work with high-end developers to craft spaces that resonate with buyers and express a clear, compelling vision.
With deep roots in brand-led design and an instinctive understanding of how people feel in space, my focus is on creating environments that connect — emotionally, visually and commercially.
I always loved art and design, but wanted to apply it in a way that was tangible and useful. Interior design felt like the meeting point between creativity and real life, shaping how people live, move and feel every day.
Studying interior design at university gave structure to that instinct, combining aesthetics with function, problem-solving and human experience. That balance continues to motivate my work.
I enjoy the aspects of design that genuinely improve everyday life; creating spaces that work better, feel more considered, and support how people actually live. When design is thoughtful, it adds value not just visually, but in the way a home is experienced over time.
The most rewarding projects are those where the result feels intuitive and purposeful, enhancing both comfort and long-term value without needing to shout.
The past year has been particularly rewarding as Drawn Interior Design has continued to refine its approach to creating thoughtful, considered interiors. It’s been especially satisfying to see our work genuinely enhance how people live in and experience their homes, tailoring each space to the individual needs and personalities of our clients.
I enjoy projects where there’s an opportunity to create a home that feels thoughtful, functional, and genuinely tailored to the people who live in it. I’m drawn to spaces where design can quietly improve daily life; whether that’s through better flow, more intuitive layouts, or subtle interventions that enhance comfort and enjoyment.
I enjoy the challenge of understanding a client’s needs, translating them into a space that feels both practical and personal, and seeing the difference that considered design can make in their everyday experience.
One of the most challenging aspects of interior design is working creatively within the practical parameters of a project ; budgets, timelines, and existing conditions. Every project presents its own set of constraints, and it’s the designer’s role to find solutions that are both functional and beautiful.
Translating complex decisions into something that feels simple and intuitive for the client is part of the challenge, but it’s also what makes the work rewarding: problem-solving within these boundaries often leads to spaces that truly enhance how people live
Looking back, what I wish I’d known earlier isn’t about design itself, but the broader realities of running a business. After 20+ years of working in design, the challenges I faced were more about managing projects, clients, and operations as a businesswoman than about the creative work itself.
Develop a point of view and trust it, but remember that design is ultimately about the people who inhabit the space. Balancing creativity with function and lived experience is what defines thoughtful, successful design.
In the year ahead, I think we’ll see a continued focus on design that genuinely supports the way people live, while also considering its wider impact. Clients are looking for homes that are beautiful, functional, and sustainable, where every decision feels considered and purposeful. The industry is moving towards thoughtful, lasting design rather than short-lived trends, which is exciting for both designers and homeowners alike.
Being an SBID Accredited Interior Designer is meaningful because it recognises both experience and professionalism. It demonstrates adherence to high standards and ethical practice, giving clients confidence that their project is guided by true expertise; something that’s increasingly important in an industry where professionalism can vary widely.
About Drawn Interior Design
Drawn Interior Design specialises in refined, distinctive interiors for private homes and new developments. Led by Victoria Newall, with over 25 years’ experience, we create cohesive, practical schemes that enhance function, character and value. For developers, we deliver market-aligned interiors that stand out, supporting faster sales and a stronger brand identity. For homeowners, we shape designs that reflect taste and support daily life. Every project is grounded in thoughtful direction, professional execution and clear communication. We bring efficiency, creativity and a considered approach to each stage, ensuring spaces feel purposeful, refined and individually attuned.
Brooke Collins, Founder of Brooke Harmony Design, has given her insights into the industry.
I have always been passionate about interior design. I decided to study it at Southampton Solent University, where I built a strong foundation in both the creative and technical aspects of design. After graduating, I couldn't wait to get started in the industry. I spent my first three years at a design studio in Chelsea, working under some amazing designers and gaining invaluable experience across a range of residential and commercial projects. In 2020, I took a leap and became self-employed, which allowed me to work with multiple studios and build direct client and supplier relationships. Through my freelance work, I built the foundation for my own studio, Brooke Harmony Design, which became a full limited business in 2024. Now, with Brooke Harmony Design, I have the privilege of helping private and commercial clients across London and the New Forest enhance their surroundings through design.
Since I can remember, I have always enjoyed being creative and interacting with people, and interior design offered the perfect blend of the two! As I learned more about interior design and architecture, I also began to see how different environments can affect the people in them. I wanted my career to give me the chance to create amazing, unique spaces that would make people happy.
Without a doubt, it’s the people-focused nature of what we do. No two projects are ever the same, which keeps things interesting. Every client, brief, and space brings a new perspective, pushing us to think differently and refine our approach each time. Every day presents a new challenge and gives us a chance to be better designers. I love how the team and I are constantly evolving, not just with our skill set but also by incorporating new materials and suppliers, like those focusing on sustainability.
The past year has been a huge milestone for Brooke Harmony Design, marking our first year as a limited company, along with a complete re-brand. It’s been incredibly rewarding to see the studio grow, work on some amazing projects, and build strong relationships with wonderful clients along the way. We also became SBID accredited, which is a moment I’m especially proud of. It feels like a meaningful recognition of the quality, professionalism, and values we bring to our work.
I genuinely love the mix of projects we work on, as both residential and commercial design bring something different to the table. With residential projects, there is nothing better than seeing a family enjoying their new home and knowing that the space you created has improved their everyday life and wellbeing. On the other hand, commercial projects are often more fast-paced and dynamic. They bring a different energy into the studio that allows us to push the design boundaries a bit more, which is always fun.
Definitely the implementation of a design, especially if you are working within a larger project framework, coordinating between different suppliers, architects, contractors, and joiners etc. It is critical to make sure that everyone involved is moving in the same direction whilst also managing timelines, budgets, and expectations. Clear communication and organisation are essential. I think sometimes clients can be surprised by just how involved a design studio is throughout the project. We can start pre-planning permission and work with the client all the way through to placing the final cushion on site.
How important mindset is in this industry. Challenges are unavoidable, but staying calm and composed under stress leads to better decisions and stronger design solutions. No matter the problem, there is always a solution, so it’s important to keep a clear head. You must be able to have clear, concise communication and be open to feedback and learning from others.
Trust in yourself. No matter how good a designer you are, problems will always arise. Don’t dwell on the issues. Just remember that, however difficult a situation is, it will pass. Design is all about dealing with the highs and the lows. Be flexible and open-minded. Unexpected constraints often spark the most creative solutions, so approach problems as opportunities. Respect the expertise of others, and learn from them. Don’t fear criticism, use it to grow.
I think we are seeing a shift towards more thoughtful, people-led design. Clients tend to be more focused on wellbeing, sustainability, and adaptability. Flexibility is key; multifunctional rooms, adaptable layouts, and design that evolves with changing needs are becoming essential, in both homes and commercial settings. I’m a huge fan of saunas and steam rooms, so I’m hoping they are a big trend for next year, too!
It represents professionalism, credibility, and a commitment to best practice. It reassures clients that we know what we are doing and motivates us to continue growing and delivering high-quality design.
About Brooke Harmony Design
We are a passionate and dedicated interior architecture and design studio committed to creating incredible, meaningful spaces that truly work for our clients. Our approach blends creativity, technical expertise, and a deep understanding of how people live and interact with their environments. We listen closely to each client’s needs, translating their ideas into thoughtful design solutions that balance striking design with functionality, and comfort. From concept to final styling (and everything in between!) we focus on delivering interiors time and time again that feel personal, inspiring, and timeless.
Alice Louisa Hawkins, Head of Creative at Woldon, has given her insights into the industry.
I began my career in design as soon as I finished University, ready to work with beautiful furnishings and exciting clients. Working in some of the most influential British design studios gave me an education in the real world of running large-scale luxury projects. I wanted my experience to be multifaceted, creating a career which felt comprehensive in both knowledge and creativity. I have worked in luxury sales, procurement, business development and FF&E design. I’ve always had a thirst for knowledge and enjoy growing businesses both behind the scenes and within the industry, working with some of the most inspiring clients and breathtaking projects.
Growing up in a house full of antiques and spending weekends and holidays sourcing incredible furnishings gave me such appreciation for timeless items, which tell a story throughout a home. Creating homes for my clients which feel both tranquil & characterful, taking their vision and bringing it to life will forever be my driving force to work in this industry.
Working with my clients, creating the brief for each project through insightful conversation, really sets the tone for creativity to thrive. One of my favourite parts of any project is the sourcing and working with some of the most incredible craftsmen across the world, whose dedication to creating timeless pieces is such a joy to specify.
I am currently working on a wonderful project, a 10,000sqft new build family home, where we are also delivering the architecture. Designs for both elements have run in parallel and this year I was instructed to deliver the full landscape design, which has brought such fulfilment to create all three designs together, delivering my first turnkey project.
I love classical design, within both interiors and architecture. This could be working with period properties and designing new build homes which feel like they’ve had a previous life. Working with classical principles feels like a natural process for me and one I am very much drawn to. I find the beauty in natural materials and balancing a predominantly neutral palette with texture, shape and form. I enjoy working closely with my clients, which lends my skill sets towards private client residential projects, where there is more emotion and connection for the end client.
The area where I find the most challenges would be during the procurement stage, where there are many variables to handle. This is the moment where third parties are heavily involved and we closely monitor all of our suppliers, manufacturing and quality control. By implementing stringent procedures, we can undertake the procurement and delivery process carefully & efficiently.
Great design takes time. It’s important to work with clients who appreciate and understand this sentiment. It can be a tricky working relationship if you have a client who doesn’t want to pay your fee or understand the programme. Always have conviction in your proposal, as long as it aligns with the client's brief and explain the deliverables carefully so everyone remains on the same page & enjoys the process.
Really hone your personable & presentation skills. Design projects take a long time and it’s crucial that you and your client have a strong relationship. Most often, clients will choose you if they feel they can trust you & be inspired by you.
I see the industry moving away from trends and leaning more towards the everlasting timeless designs which endure.
Being an SBID Accredited Interior Designer gives me confidence, being alongside an incredible group of contemporaries.
About Woldon Architects & Interiors
Woldon is a British Architectural & Interior Design company, delivering award winning projects world-wide. We turn inspired thinking into extraordinary design, existing to enrich lives and landscapes through thought-provoking, timeless design conceived with humanity at its heart.
Deirdre Hayes, Founder of Studio Hayes, has given her insights into the industry.
My route into interior design began with a fine art background, where my focus was painting and drawing. Beginning a degree in Interior Architecture was a significant shift, and adapting to technical drawing and structured design principles took time. However, it opened a new way of thinking about creativity within the built environment.
A defining moment came when I spent a summer as a student living and working in London. Coming from Ireland, the scale, pace and cultural diversity of the city was eye-opening, and exposure to other design disciplines broadened my understanding of design as a wider profession.
I spent much of my free time exploring London’s museums and galleries and was struck by how strongly buildings and interiors could influence how you feel, from the quiet, cathedral-like galleries of the V&A to the industrial drama of the Turbine Hall at Tate Modern. That experience confirmed that I wanted to design the spaces people move through and experience every day.
I enjoy the moment when a concept truly clicks, when brand, operational needs and user experience align in a clear design direction. I am particularly drawn to the strategic side: understanding how a space must perform commercially as well as emotionally, and translating that into layouts, details and atmosphere.
Collaboration is also a major highlight. There is nothing better than problem-solving live on site with a contractor or builder, navigating constraints and finding smart, buildable outcomes together. A strong collaborative team or lack of one can make or break a project, and when collaboration works well, it is one of the most motivating parts of the process.
The standout highlight this year has been launching my own practice while continuing to work at a senior level on hospitality and experiential projects. After many years leading an in-house design team and delivering projects for international brands, stepping into my own studio has been a major milestone.
A particular highlight has been the positive response from clients and peers to a more hands-on, director-led approach, with senior expertise embedded throughout each project. Reconnecting with past collaborators, building new relationships and shaping my own way of working has made this year feel like a real turning point. While starting a business is not always the easiest path, investing my time and energy into something of my own has proved to be the most rewarding aspect of my career.
I am especially drawn to hospitality and social spaces such as bars, restaurants, leisure venues and hotels. These projects are centred around connection; they are where people come together, celebrate, relax and create memories. I enjoy the complexity that sits behind the atmosphere, from circulation and operational efficiency to layouts that support a strong commercial return, paired with the challenge of making the final experience feel effortless, welcoming and atmospheric.
I also enjoy working with heritage and older buildings. Their construction, detailing and layers of history bring a depth of character, and part of the design challenge is respecting that while adapting the space for contemporary use. Through recent residential work, including renovating my own Victorian terraced house in North London, I have developed a deeper appreciation for how these buildings are put together, with each layer revealing a different story. Balancing old and new adds a richness that cannot be replicated.
Balancing ambition with reality is always a challenge. Budgets, programmes and existing buildings do not always cooperate with the initial vision, so you need to be resourceful and solutions focused. Managing expectations and communication across large teams, including clients, operators, contractors and stakeholders, can be demanding, especially when things change late in the process. However, those challenges are also what make the successful moments so satisfying.
I wish I had fully appreciated how much time is spent on coordination, communication and detail rather than purely on design. A strong concept can fall flat if the technical information, drawings and site coordination are not robust. I would also tell my younger self that understanding how projects are financed, procured, built and operated is just as valuable as a good eye; commercial awareness and curiosity about the wider process make you a far stronger designer.
I have also learned the importance of understanding different perspectives. Clients, designers and contractors often approach a project from different standpoints, and acknowledging those differences early on makes collaboration more productive and outcomes more successful.
Spend as much time as possible in real spaces, rather than relying solely on mood boards and digital references. Visit sites and new venue openings, observe how people use them, speak to staff, and take note of bottlenecks, quiet corners and missed opportunities. Form your own design opinions and let those observations guide your thinking.
Seek out a mentor for support, whether within the industry or someone with strong leadership experience. Build strong relationships with your peers, and do not be afraid to ask for what you want or to articulate the direction you want to grow in. Enjoy the wins and learn from the setbacks.
I expect a continued move toward spaces that support fluid, real-world use: places that can transition naturally from day to night, from work to socialising, and from private focus to shared experience. Clients are looking for environments that feel authentic and uplifting, not formulaic. Sustainability will also move further into the mainstream, with increased focus on longevity, reuse and responsible specification.
In hospitality, people are craving connection and shared experience in a world that feels slightly unsettled. This is evident in the rise of concepts rooted in familiar traditions and nostalgic social rituals, from competitive socialising to modern reinterpretations of the corner shop, pub or clubhouse. There is a renewed appreciation for places with heritage, soul and a sense of belonging, which may prompt a return to more timeless design, craft and spatial storytelling, even within larger brands.
AI will become more integrated into the design process, supporting research, visualisation and efficiency. Its value lies in enhancing human creativity and informed decision-making, rather than replacing the designer.
Being an SBID Accredited Interior Designer represents professional credibility, accountability and a commitment to best practice. Accreditation by the Society of British & International Interior Design provides reassurance to clients and collaborators that my experience, training and approach meet recognised industry standards.
It reflects the importance I place on integrity, ethics and continued professional development. Interior design balances creativity with technical knowledge and responsibility, and accreditation reinforces the need to uphold all three consistently.
On a personal level, SBID accreditation acknowledges the breadth of my career to date, from leading in-house design teams to establishing my own practice. It also connects me to a wider professional community and supports my commitment to delivering thoughtful, well-considered design that responds to people, place and context.
About Studio Hayes
Studio Hayes is a London-based, director-led interior design consultancy specialising in commercial interiors, including hospitality, leisure, and retail environments. With over eighteen years of experience across Ireland, the UK, USA, and Australia, the studio delivers distinctive interiors that balance creativity with commercial insight. Every project is overseen at director level from concept through to completion, ensuring consistency, quality, and a deep understanding of each client’s vision. Studio Hayes partners with brands and individuals to create spaces that are purposeful, beautifully crafted, and designed to connect people, from small refurbishments to large-scale hospitality rollouts and unique one-off projects.
Codi Rodrigues, Founder of The Code Design Studio, has given her insights into the industry.
Interior design is such an incredible expression of life, love, and joy. I’ve always (as an insufferable rule breaker) loved that there literally are no rules. That design is perspective. That it is often the very soul of both designer and Client combined to create something totally unique and unlike any other. For as long as I can remember, I’ve enjoyed and dabbled in interior design, so taking the leap into the industry was honestly the easiest leap.
It’s so cool having a different set of eyes for each project/client. I notice things on one project that don't notice on the one prior. No two days are ever the same, it’s fast paced and there’s an element of uncertainty that makes things really fun. My creativity is always being tested, and I’m constantly surprising myself.
The Basingfield project has been shortlisted for the 2026 Design et Al International Design Awards which I’m very proud of. This project was so fun for me because the Client just let me run wild. I had no clear brief, just a good idea for who she was as a person, and the design process just flowed. It was inexplicably beautiful, and it’s paid off being internationally recognised.
I love working on projects where creativity isn’t limited. There’s nothing better than a client placing their full trust in you to deliver. I work really hard to make sure that my designs are uniquely beautiful with lots of contrast in colour, pattern, texture and style. Mixing eras and styles is one of my favourite things to do to create real visual interest.
I’d say the most challenging aspect is working with unrealistic budget and timeline expectations. Being asked to deliver a £40k room on a £10k budget and to have it done yesterday happens too often, and it’s really difficult having those confronting conversations. Delays are also a completely inevitable factor in design and can strain the relationship with the client.
It’s going to take a while to build up a family of tradespeople you can count on to deliver quality projects for your business. Unfortunately, you’ll meet some along the way who do you wrong, but you keep going and you will get there. Resilience, a keen eye and work ethic are key.
Failure and knock backs happen as often as successes when you’re learning. Ensure that with each failure you learn a valuable lesson and apply it to your future projects so that you don’t make the same mistake twice. Be yourself, take note of the trends and what’s going on around you in the industry, but ultimately be yourself. Design from within so that you stand out in the monochrome world we live in.
With sustainability being an ever-growing market, new eco-friendly products are being introduced all the time that are both revolutionary and refreshingly beautiful. It’s fun to see what the industry is capable of in such an evolutionary time. We’re also really blending spaces to accommodate the ‘work from home’ movement and I don’t see that dying down.
It’s an honour to be recognised by The Society of British & International Interior Design. It’s an honour to be asked to feature in this editorial. Little me may not have believed this would all come to fruition, she’d be proud.
About The Code Design Studio
At The Code Design Studio, we're driven by a passion for creating spaces that tell stories and evoke emotion. Our design philosophy centres on balance between beauty and function, modernity and timelessness, creativity and comfort. We believe that great design doesn't just transform a space, it enhances the way people live within it. With a keen eye for detail and a love of texture, colour and form, we approach every project as a collaboration. The goal is to craft interiors that reflect each client's unique identity and lifestyle. Over the years, we've developed a signature style that is guided by authenticity, and the belief that thoughtful design can truly make everyday life more inspiring. In a monochrome world, it's imperative to push the boundaries and be unique. That means something different to each of our clients, and it's a gift to be able to decipher that and deliver something wonderful.
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