Emily Dreelan, Director of Emily Day Interiors, has given her insights into the industry.
I’ve spent the past twenty years working in the interior design industry, but my love for design began much earlier. My dad was a furniture designer, and I grew up surrounded by upholsterers and makers, which sparked a lifelong passion for interiors.
I started out styling show homes while studying for my A-levels, then moved into kitchen and bathroom design. After completing a degree in Sociology, where I explored the impact of urban regeneration on communities, I went on to achieve an HND in Interior Design, blending my understanding of people and places with technical skills.
Over the years I’ve worked in project management and as an interior designer for other companies, before opening Emily Day Interiors, my own studio born from a successful and fulfilling career. As a certified colour expert, I specialise in maximalist, modern design; creating spaces rich with colour, pattern, and emotion, always finding the right balance between vibrancy and harmony.
From a young age I was immersed in the world of design, my dad was a furniture designer, and I spent much of my childhood surrounded by upholsterers and makers. That experience gave me a deep appreciation for craftsmanship and how our surroundings shape the way we live. As I grew, I realised I wanted to create spaces that don’t just look beautiful but truly connect with people and enhance their everyday lives. Studying sociology further reinforced my belief that environments influence how we feel and interact. Interior design became the perfect career path: a way to blend creativity, colour, and pattern with empathy and purpose, transforming houses into homes and spaces into experiences filled with personality and emotion.
I love the challenge of balancing colour, pattern, and texture to craft interiors that feel both vibrant and harmonious. Seeing a space transform from concept to reality never gets old; the moment a room comes together perfectly is incredibly rewarding. I also enjoy the human side of design: understanding how people live, how spaces influence their moods, and tailoring environments that reflect their individuality. For me, interior design is about storytelling through space, colour, and creativity.
A real highlight of my career over the past year was taking the plunge and opening my own studio. It was a brave step, turning years of experience into a space where I could fully express my creative vision. Even more exciting, my very first solo commercial project earned recognition as a finalist in the SBID Awards. It was incredibly rewarding to see my work celebrated on such a prestigious platform and a real validation of following my passion.
My favourite projects are always those where the client has a clear vision, and I get to bring it to life in my own colourful, emotive way. I love the challenge of working within a budget, finding creative solutions that make every pound count, and incorporating existing pieces of furniture to give them a fresh lease of life. There’s something incredibly satisfying about creating spaces that feel new and vibrant yet still hold echoes of memory and personal history. For me, the best designs balance innovation, colour, and pattern with a sense of continuity and meaning.
One of the most challenging aspects of working in interior design is balancing the creative demands and tight deadlines of projects with family life. Every project requires focus, attention to detail, and often long hours to bring a client’s vision to life, which can make finding time for loved ones tricky. Learning to manage schedules, set boundaries, and stay organised has been essential. Despite the challenges, the rewards (seeing a space transform and knowing it will be enjoyed for years) make the effort worthwhile and keep the passion for design alive.
I feel very fortunate to have had an insight into the design industry from a young age, that early exposure gave me a strong foundation, but if I’m honest, I wish I’d known just how fast-moving the industry would become, especially with technology. Tools, software, and design trends evolve constantly, and staying ahead requires continuous learning. While the creative principles remain the same, adapting to new processes, virtual presentations, and digital workflows is a challenge I didn’t fully anticipate when I first started twenty years ago.
Technology and a strong foundation are both essential in interior design. Social media exposes us to trends and influencers whose styles change quickly, but the key isn’t chasing fast fashion, it’s creating spaces that last. Listen to your clients, understand the fundamentals of design, and combine creativity with practicality. A well-designed space balances personality, function, and longevity, so you can create interiors that remain beautiful and meaningful for years, not just for a season.
I believe that over the next year, interior design will evolve to focus on well-being, connection with nature, and thoughtful technology integration. Wellness-centric spaces that promote relaxation and mental health, alongside natural materials, plants, and light-filled interiors, are becoming central to modern homes. At the same time, technology is playing a dual role—enhancing the design process with advanced tools and smart home features that improve functionality in the finished space.
Being an SBID member is incredibly rewarding. It provides a supportive platform, valuable opportunities for continued learning, and a community that encourages growth and collaboration. Membership represents reaching a level in my career where my experience and achievements are recognised as meeting an industry-leading standard. It’s inspiring to be part of an organisation that not only celebrates excellence in interior design but also offers ongoing support, guidance, and connection with fellow professionals who share the same passion for creating outstanding spaces.
About Emily Day Interiors
Emily Day Interiors specialises in creating bespoke, inspiring and personalised spaces based on the individual requirements of every client. We offer a range of services to include home styling, interior staging, procurement and full Interior Design Serives. With almost two decades working in the Interior Design industry and specialising in bespoke window treatments, as well as kitchen, bathroom and joinery design, Emily Day Interiors can bring a unique insight into every project. We work closely with our clients as well as our trusted suppliers and partners to create tailor made spaces that fulfill our client's requirements.
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Victoria Moshchynska, Founder of Victoria Moshchynska Interior Design & Styling, has given her insights into the industry.
I have been working as an interior designer since 2008, starting my career in Kyiv as a co-founder and partner at ID4U Studio. Since 2022, I’ve been based in London, working independently under my own name — Victoria Moshchynska Interior Design & Styling.
I’ve been drawn to beautiful interiors since my university years. Even as a student, I found myself deeply interested in how space can be organised—not just visually, but functionally. It started at my parents’ home, then in my first apartment, and soon I was helping friends with their spaces too. I had a natural ability to make small apartments feel more spacious, well-planned, and harmonious.
After graduating with a degree in analytics, I decided to study interior design—not with the intention to change careers, but purely out of passion. But within a year, I was already creating projects for friends and family. I quickly realised that interior design brought me much more energy and inspiration than my original profession. That’s when I made the decision to fully commit to this path—and I’ve never looked back.
What I enjoy most is the transformation process—how even the smallest changes can make a big impact. Sometimes, shifting a wall by just 15 centimetres can completely improve how a space functions. Or a previously unused corner becomes a much-needed and highly practical storage area. This kind of spatial planning and zoning is one of my favourite parts of the job. A well-thought-out storage layout, for example, can bring real relief to people’s everyday lives.
I also love the creative challenge of finding the perfect balance between aesthetics and functionality. Each project is like solving a unique puzzle: understanding the client’s lifestyle, their habits, their emotional connection to space—and then translating that into a design that reflects who they are.
It’s incredibly fulfilling to create homes that not only look beautiful but also feel effortless to live in.
One of the most memorable highlights in my career was receiving the SBID International Design Award in 2022. Being recognised by such a respected global institution was a true honour and a powerful confirmation of the design values I’ve built my practice on.
What made this moment even more meaningful was the timing—it happened shortly after I was forced to relocate to London with my family due to the war in Ukraine. It was a very challenging period, having to start everything from scratch in a new country. This award became an incredible source of motivation and strength. It reminded me that even in the most uncertain times, creativity and passion can still lead to recognition and new opportunities.
While I’ve had experience working with office spaces and hospitality projects, my true passion lies in designing residential interiors—homes and apartments. There is something deeply personal and fulfilling about shaping the spaces where people live, rest, grow, and create memories.
I enjoy going deeper into people’s everyday lives—understanding their routines, habits, dreams—and then tailoring the environment to truly support and reflect their lifestyle. For me, it’s not just about beautiful design; it’s about creating spaces that feel like home in every sense of the word.
One of the most challenging aspects of interior design is managing all the moving parts—design, timelines, budgets, suppliers, contractors—while ensuring the client’s vision is not only preserved but elevated. Many people think interior design is purely creative, but in reality, it requires a great deal of structure and organisation. My analytical mindset and background really help me manage the process efficiently and make logical decisions under pressure.
And let’s not forget the “human” side of the job—sometimes, being an interior designer means also being a part-time therapist. Especially when two people are involved in the decision-making process! Navigating different tastes, opinions, and the occasional “I can’t live with that wallpaper” moment takes diplomacy, empathy, and a good sense of humour. But when it all comes together and both clients are happy—it’s pure magic.
I wish I had known how much of interior design is actually about communication, negotiation, and project management—not just creativity. You come into the field full of inspiration, ready to create beautiful spaces, and quickly realise that ideas are only quarter of the story. Bringing them to life means dealing with budgets, delays, technical limitations, and lots of different personalities.
I also didn’t fully realise how emotionally invested clients can be in the process. You're not just designing a space—you’re helping shape how people live. That level of responsibility is huge, but also incredibly meaningful once you learn how to handle it with care and confidence.
Travel as much as you can, see as much as possible, and train your eye constantly. Inspiration is everywhere—in architecture, in nature, in cultures, in everyday details. The more you see, the sharper your design instinct becomes.
And one more thing—take a course on client communication! Trust me, it’ll be more useful than half the design software out there. Being able to understand, guide, and sometimes gently negotiate with clients is a skill that will save you a lot of stress (and revisions).
With the growing integration of AI and digital tools, basic interior planning is becoming more accessible to everyone. More people will be able to create simple design concepts themselves, which will inevitably reduce the demand for designers at the entry level. Only those professionals who bring real depth—strategic thinking, emotional intelligence, strong spatial planning, and a highly personalised approach—will remain in high demand.
In a way, the role of the designer is shifting from just “making things look good” to being a creative strategist and experience curator.
As a designer originally from Ukraine, becoming an SBID Accredited Interior Designer represents an important step in receiving recognition on an international level. It reflects the standards I hold myself to in my work and aligns with my commitment to professionalism and quality in every project.
For me, it’s also a way to show clients—especially in a new market like the UK—that I bring both experience and accountability to the design process.
About Victoria Moshchynska Interior Design & Styling
Victoria Moshchynska is an award-winning interior designer with a refined contemporary approach and over 15 years of experience in the field. Since 2008, she has been creating stylish, functional, and personalized interiors for clients across various lifestyles. As an SBID Award winner, her work is recognized for its balance of elegance, comfort, and practicality. Victoria offers a full range of services, including full-cycle interior design projects, furnishing, decorating, renovation, and consulting. Her thoughtful use of materials, lighting, color, and layout transforms both empty homes and existing spaces into harmonious, curated environments tailored to the people who live in them.
Katherine Jane Channell, Founder of Katherine Jane Design Studio, has given her insights into the industry.
My journey into interior design began with a Bachelor of Arts in Fashion Design from Nottingham Trent University, which gave me an incredible understanding of how different materials work together. This background has been invaluable in interior design - knowing how fabrics drape, which textures complement each other, and how to select upholstery that's both beautiful and practical for real life.
After completing my Diploma in Interior Design from the British College of Interior Design, I discovered my true passion for creating transformative living spaces. I founded Katherine Jane Design Studio here in Berkshire, and now I work with clients throughout the South of England, as well as internationally through my virtual design services. Whether I'm working hands-on with my UK clients or collaborating remotely with international clients, I bring that same attention to detail to every project.
Throughout my development years I loved designing and creating emotion through art, whether this is a bold garment or redesigning my own bedroom, so it felt calming and serene. When I left university, it was 2020 and I ended up in an upside-down world, I nearly went to do an internship at Thurstan Interior Design Studio but due to the world shutting down I ended up not knowing which direction to take. Listening to my peers I realised that fashion was not what made me tick. I went and did a few jobs here and there and then studied interior design which I then realised that this was where my heart lay. I am a homebody, and I appreciate the feeling of coming home and spending time with loved ones in a comforting and personal space. I also realised I cared more about what my home looked like than my clothes ever did!
I love connecting with a wide variety of people and being able to throw myself into projects that I love. Being able to take a tired worn-out space or empty canvas and be able to transform this into a functionally timeless space makes me genuinely excited to do my job. I love helping people create a space they never even thought was possible as well as also having fun and pushing people outside of their boundaries to create exceptionally beautiful spaces.
A significant highlight is my successful transition from being a solo operation to building a team - moving from working alone to now having freelancers on board and using "we" instead of "I" when talking about my business. I also have loved transitioning into the commercial space, I really enjoy building my knowledge in all areas of design and my recent project with Dr Memee has been amazing in implementing this from the design into the install.
I love working with amazing clients who are willing to be bold and be open to new innovative ideas. I enjoy both commercial and residential projects however, whole-home renovations are also incredibly fulfilling because you get to see the complete transformation and really understand how a family lives. Working through multiple rooms allows me to create a cohesive flow throughout the space while still giving each room its own personality.
What really makes any project special for me is when clients are collaborative and trust the process. The best projects happen when there's that perfect balance of client input and creative freedom.
Personally, I love a challenge! I enjoy making the impossible possible and working with contractors to make this happen. I will say what I am currently struggling with is as a growing business I have taken someone on a freelance basis but the transition from being a one-man band to growing a successful business where we can take on many more projects with more people working for us is a new challenge for me.
Interior design isn't just about creating beautiful spaces - it's about understanding people's emotional connections to their homes. I've learned that listening to what clients don't say is often as important as what they do say. Their lifestyle, family dynamics, and even their insecurities all play into design decisions.
So much of this business runs on relationships - with suppliers, contractors, other designers, and of course clients. I would recommend building a network around you, visiting as many suppliers and events as possible to immerse yourself in the design world and don’t forget to have fun! Sometimes the everyday can cause you to get stuck in a routine but remember why you are doing this. Experiment and gain inspiration whenever you can!
This year has snowballed for myself, and I think the world is waking up to how important the quality of an interior is and how it can affect your mood, for example in commercial design this is so important to connect with customers/clients. I feel like this is leaking more into the residential world, clients want spaces that tell their unique story, but they also want efficiency.
We're also seeing a major push toward sustainable materials and circular design principles. Clients are increasingly asking about eco-friendly and longer lasting options, and I expect this to become the standard rather than the exception.
Virtual design services are also becoming more sophisticated and widely accepted, allowing clients who may not have been able to access certain designers before are able to do so with remote collaboration. I see this segment growing significantly, especially for international projects.
Being an SBID Accredited Interior Designer has allowed me to communicate to my clients a mark of quality and professionalism that can help them feel at ease from the beginning. I want Katherine Jane Design Studio to be known for creating amazing, beautiful interiors that withstand the test of time and communicate the highest standard while also offering the best service to our clients so the whole process is enjoyable and exciting and this accreditation communicated this from the get go.
About Katherine Jane Design Studio
Katherine Jane Design Studio curates exceptional interiors that feel authentically personal to each client. The refined approach transcends fleeting trends—crafting spaces that remain timeless for years to come. Meticulous attention to understanding not just how clients envision their space, but how they truly inhabit it. Through careful consultation and thoughtful planning, every precisely considered detail reflects the client's unique lifestyle and elevates their daily experience to new heights of comfort and sophistication. Devoted to enduring design and creating spaces with lasting sophistication that won't require constant reinvention. When partnering with Katherine Jane Design Studio, you’re investing in a home that truly enhances your everyday living.
Kate Lovejoy, Founder & Creative Director of Kate Lovejoy Interiors, has given her insights into the industry.
I started in film, designing sets for major productions after an MA in Film Production Design at the Royal College of Art. It was always about story and atmosphere, how a space holds a person’s world. After ten years of working on screen, I set up my interior design studio in 2009. Since then, I’ve worked with over 200 clients across homes of every shape and size. What’s stayed constant is the way I design: through collaboration, colour and calm practicality. I help people create homes that feel like theirs.
It was always about the story. In film, I worked with directors to shape characters’ worlds through detail and mood. Interior design felt like the natural next step. Same storytelling, but with real people, real homes, and a lot more lasting impact. Helping someone feel at home in their space still feels like the best part.
That early design phase, where things are still forming, is always energising. Helping someone get clear on what they really want and seeing the relief when it starts taking shape is a good feeling. I also love problem-solving around layout and flow. When we get that right, everything else comes together more easily.
There’s a home we completed last year, a 1920s house in the Berkshire countryside. The clients had lived there for years but wanted to adapt it for how they live now. The result is layered, grounded and warm. Not flashy. Just a home that finally reflects who they are.
I really enjoy projects where I’m brought in early. Full renovations or new builds where we can look at layout and mood from the start. That’s where we can create something cohesive, not just decorative. And I have a soft spot for returning clients. Picking up where we left off and continuing the story always feels good.
There’s a lot that happens behind the scenes. Timelines, budgets, constant decision-making. Clients often underestimate just how many moving parts are involved. My job is to hold that for them so they don’t have to. It’s part logistics, part design, part calm in the chaos.
That design is only half the job. The rest is communication. Listening properly. Explaining the process clearly. Creating a structure so clients feel supported as they make decisions. You can have a brilliant concept, but without trust and clarity, it doesn’t land.
Ask better questions. And listen longer than you think you need to. The best designs come from understanding how someone lives and what really matters to them, not from assumptions or trends.
People are craving simplicity. Not in the minimalist sense, but in how they make decisions. They want support. They want calm. I think we’ll see more homes designed with longevity and feeling in mind, not for show but for life.
It’s a marker of professionalism. It shows there’s a process behind the creativity and a code of conduct that guides the work. Clients know they’re in safe hands, and that matters, especially on complex or longer-term projects.
About Kate Lovejoy Interiors
At Kate Lovejoy Interiors, design begins with how you want to live and how you want to feel while doing it. With roots in film, where story is told through light, colour and frame, we bring that same creative intelligence into the way we shape homes. Since 2009, we’ve helped clients translate their lives into spaces that feel personal, intentional and beautifully lived-in.
Farhan Rehman, Interior Designer, has given his insights into the industry.
Half a decade of experience within the interior design sector, I specialise in high-end residential projects, hospitality design and bespoke commercial spaces. Basically, anywhere that requires a space to be designed whether it be set down on soil or 6000ft in the air, everything is designable. Portfolio includes intimate villas, residential compounds, boutique hotels and co-working spaces. I’m known to execute on a project creating uniquely sophisticated spaces that blend aesthetics with exhilarating aspects.
My passion for interior design stems from the profound impact that thoughtfully designed spaces have on people's daily lives and wellbeing. I've always been fascinated by how each element of design and spatial arrangement can transform not just how a room looks but how it breathes and the flow of that segment. Witnessed how good design can solve real world problems, whether it's creating a calming sanctuary for a stressed executive, designing an accessible home for minimalistic everyday needs or creating an opulent luxury retreat within the hospitality sector. There's something deeply rewarding about combining creativity with practicality to enhance how people interact with their environments and invoke each of their sense. Every project presents a unique puzzle to solve and I do love a “unsolvable” puzzle!
Simply being able to create. Each project begins with intimate conversations where clients share their dreams and frustrations. I love translating their vision into tangible spaces while introducing elements they never imagined. The problem-solving component is equally exhilarating, finding creative solutions often leads to the most innovative designs. I'm also passionate about the sourcing process where I can discover unique pieces from local artisans or global finds that add soul to a space. Conclusively, the transformation moment when clients first see their completed space is pure magic. The emotional response of client and I reminds me why this work matters. It's incredibly fulfilling to know I've created something that will create a positive impact along with having a finished product that will resonate throughout generations to come.
A couple years ago while being an undergraduate student, I had the extraordinary opportunity to help handle the interior design of a private residential compound that included both living quarters and a boutique hotel component. The project required creating two distinct yet harmonious interior atmospheres, personalised family spaces alongside sophisticated hospitality interiors that would rival other hotels. The challenge was creating a cohesive design language along with a colour palette that would feel like home for the residents while providing guests of the hotel a luxury retreat. I sourced bespoke furniture, curated art collections and designed custom schemes that adapted from cosy residential warmth to elegant hospitality sophistication. We incorporated personal collections and travel memories into the hotel lobby while creating simple indulgence in guest suites, common areas and dining spaces. The compound featured around 120 villas, apartments, communal entertainment areas, the hotel and hotel-standard amenities including a recreation and restaurant. The most rewarding moment came when we hosted the first guests and witnessed how effortlessly the spaces transitioned from private residence to welcoming hospitality venue. This project pushed every boundary of residential design while incorporating commercial-grade functionality and luxury standards.
I’m particularly drawn to empty spaces and the abundance of space along with residential renovations with strong architectural character. These projects offer the perfect balance of preserving historical integrity while incorporating my own design style into a space. There's detective work involved from uncovering original mouldings, playing with an empty space or being the one to create hidden architectural gems which will be there for decades to come. I see myself as a curator helping create stories and allowing those stories to continue with each interior curated. These projects align with my values while often producing the most unique and characterful results, I call myself the painter that sparks creative solutions.
Managing client expectations while staying within budget constraints is perpetually challenging. Clients often have Pinterest board visions without understanding the associated costs or timeline realities. Educating them about quality investment pieces versus budget alternatives while maintaining their enthusiasm requires delicate communication skills. Project timelines are another constant challenge whether it be contractor scheduling conflicts or unexpected structural issues that can derail even the most meticulously planned projects. The emotional aspect can be draining too but you learning to maintain your personal health and wellbeing helps quite a bit as it reflects on the interiors you create. The feast-or-famine nature of client work means financial planning is crucial.
I wish I'd understood the critical importance of detailed contracts and clear communication protocols from day one. Many early challenges stemmed from assumptions about timeline expectations or budget inclusions that weren't explicitly documented. Learning to have difficult conversations upfront about realistic budgets and timelines would have saved countless headaches. I also underestimated how much of the job involves project management, vendor coordination and problem-solving rather than pure creative work. I wish I'd known to build stronger financial reserves for the irregular income patterns typical in this industry. Finally, developing a thick skin for criticism is essential as design is subjective and not every client will love every choice. Learning to separate professional feedback from personal validation was a crucial but difficult lesson.
While I’m still on my learning journey and far from perfect it’s hard to give tips to aspiring designers and I’d rather aspiring designers give me their tips! But develop exceptional listening skills, really listen. And have genuine curiosity about how people live. Technical design knowledge and aesthetic sensibility can be taught but the ability to truly interpret a client's unspoken desires is what separates good designers from great ones. Spend time observing how individuals use their spaces, what causes daily frustrations and what brings them joy in their abodes. Never stop learning. from construction techniques to emerging materials to cultural design traditions. I read that the most successful designers are those who remain as curious students constantly expanding their knowledge and challenging their assumptions about what makes a space truly exceptional.
Sustainability and wellness-focused design will continue dominating industry trends with clients increasingly prioritising eco-friendly material and biophilic design elements yet with a touch of luxury. Smart home technology integration is becoming standard rather than luxury, requiring designers to understand technical systems alongside aesthetic principles. Virtual reality and AI-assisted design tools are revolutionising the sector making design concepts more accessible and collaborative. The post-pandemic emphasis on multi-functional spaces that accommodate different aspects of life will persist, driving demand for adaptable interiors. I also see growing appreciation for local artisans and custom-made pieces. Economic uncertainties are pushing both designers and clients toward more thoughtful long-term investments in quality pieces rather than trend-driven purchases.
SBID accreditation represents a commitment to professional excellence and ethical practice that extends far beyond aesthetic capability. It demonstrates my dedication to continuous learning, adherence to industry standards and accountability to both clients and peers. The rigorous assessment process validated not just my design skills but my business practices, project management capabilities and professional conduct. Being part of the SBID community connects me with like-minded professionals who share high standards and collaborative spirit. The accreditation provides clients with confidence in my expertise and professionalism while the ongoing CPD requirements ensure I stay current with industry developments and best practices. It will open doors to prestigious projects and networking opportunities will advance my career. Most importantly, it's a badge of honour that carries real weight in establishing credibility and trust.
About Farhan Rehman
A visionary designer crafting spaces defined by refined sophistication and purposeful elegance. Each project is approached with a deep understanding of spatial flow and material expression, resulting in interiors that feel both elevated and intuitively designed. With a focus on creating environments that resonate emotionally and function effortlessly, the work transcends trend, offering timeless spaces tailored to modern living. Calm yet confident marked by subtle contrasts that quietly commands attention. Every detail is considered, every element intentional, creating interiors that are immersive in their appeal.
Yuliya Forrest, Founder and Lead Interior Designer at Yuliya Forrest Interior Design, has given her insights into the industry.
I am an interior designer with over 18 years of international experience, currently based in Scotland. My background combines fine arts and civil engineering, which allows me to approach design with both creative depth and technical precision. Over the years, I have worked on a wide variety of residential, commercial, and hospitality projects across different countries—including Russia, Belarus, Egypt, and the UK.
Since relocating to beautiful Scotland, I’ve been deeply inspired by the architecture and natural surroundings of the UK. However, I often notice a disconnect between the charming exteriors of buildings and their underwhelming interiors. My mission is to bridge that gap by bringing thoughtful, elegant, and emotionally resonant design into Scottish interiors—enhancing public spaces, hospitality venues, and homes to better reflect the beauty that surrounds them.
I recently launched my own design practice, Yuliya Forrest Interior Design LTD, and am actively growing my portfolio of projects across the UK.
Art has always been a part of my world. I come from a creative family—my ancestor, the Russian landscape painter Nikolai Petrovich Krymov, is someone I deeply admire. His works are exhibited in the Tretyakov Gallery, and his legacy has inspired me to pursue a life connected to art.
I studied fine art and spent much of my early life drawing, yet I eventually felt the need to express creativity on a larger, more spatial scale. I wanted to shape entire environments, not just images. For me, interior design is about more than aesthetics—it's about creating moods, evoking emotion, and supporting the inner lives of those who live or work within a space. I believe the spaces we occupy can help shape who we are.
Over the course of my 18-year career, my preferences have naturally evolved. I’ve always been a hands-on designer—capable of taking a project from initial measurements to final installation. I can create 3D visualisations, produce technical drawings, prepare budgets, and select materials. But today, what excites me most is the early conceptual phase—the creation of the design idea itself.
This is the part I now focus on most closely, while the technical development is handled by my team under my direction. What truly fascinates me is connecting with the client and uncovering what they really want—even when they’re not entirely sure themselves. There is nothing more rewarding than seeing a client’s eyes light up when the final result reflects exactly what they needed—sometimes even before they realised it.
So much has happened in the past year—it hasn't even been twelve months since I launched my interior design business in the UK. But without a doubt, the most memorable milestone for me was securing my very first project in this country.
It was a commercial commission that included the design of a bar, a restaurant, and an event hall—all in one multifunctional venue. I started from scratch, from the earliest concept sketches and zoning, and led the project through to its final realisation. This project will always hold a special place in my heart as the one that marked the beginning of my UK journey. Commercial spaces energise me—I truly enjoy shaping environments where people gather, celebrate, and connect.
For me, the most fulfilling projects are the ones where clients trust the design process and are open to creating something truly expressive. Whether it’s a residential or commercial space, what matters most is that creative dialogue and mutual respect.
That said, I personally find the greatest satisfaction in designing commercial interiors. There’s something incredibly energising about developing spaces that serve a broader audience—whether it’s a hotel, a restaurant, or a public venue. One of the most fascinating projects I’ve worked on was the Hawaii Resort Hotel, which I developed over several years. Projects like that allow me to blend strategic planning with storytelling and emotional atmosphere.
As someone who is naturally meticulous and highly responsible, I always strive for perfection in my work. I want every detail to be executed with precision. But interior design, especially during implementation, often brings unexpected challenges—whether it's on-site complications or last-minute changes from clients.
One of the biggest challenges for me has been learning to remain flexible in situations that are constantly shifting. You have to adapt quickly and calmly—while still delivering quality. Balancing my perfectionist nature with the need to stay agile and responsive has definitely been one of the most demanding (and character-building) aspects of the profession.
In the early stages of my career, I focused heavily on the artistic side of design—on aesthetics, atmosphere, and visual impact. But over time, I’ve come to understand just how essential it is to also master the technical and constructional aspects of the work.
I wish I had realised sooner how important it is to deeply understand how things are actually built: the materials, the methods, and the hidden details behind the finished surfaces. Today, I have that experience, but I encourage every aspiring designer to take an active interest in the 'invisible' side of design: the structure behind the beauty.
Always stay focused on the final result—not just the design stage. A beautiful concept on paper means nothing if it isn’t brought to life as intended. A project should be seen through to completion. That means being involved during the implementation phase, supporting the client, and guiding the execution.
In my early years, I worked on several projects where the clients chose not to proceed with author supervision—often due to budget concerns. Sadly, many of those interiors were never realised as planned. The vision was lost in translation, and the end result didn’t reflect the original design.
We’re already seeing the trends that are likely to shape the next few years, and many of them were clearly reflected at this year’s Milan Design Week. That event always sets the tone for what’s to come in the industry—and this year, it was all about natural materials, bold forms, and deep, earthy colours.
I believe the interior design industry will continue to grow, both creatively and commercially. As people place more value on the aesthetics of their surroundings—whether at home or in business environments—design becomes not just a luxury, but a necessity.
Becoming part of such a respected design community has been incredibly meaningful for me—especially as someone who is new to the UK. I see SBID as not just a professional network, but as a source of support, inspiration, and growth. It gives me the opportunity to learn from established British designers whose work I truly admire, and to better understand how the industry operates in this country.
As I plan to live and grow my business here long term, I believe SBID will play an important role in shaping my future as a designer in the UK. I’m excited to be part of this community and look forward to contributing to it in the years ahead.
About Yuliya Forrest Interior Design
Yuliya Forrest Interior Design is a studio based in Scotland, UK. Since 2006, Yuliya has been creating thoughtful and well-resolved interiors that combine functionality, comfort, and visual identity. While her portfolio spans residential, hospitality, and commercial projects, Yuliya is especially passionate about shaping distinctive spaces for businesses. Her work is rooted in a refined European sensibility, brought to life through a clear technical understanding and a strong artistic vision. The studio currently focuses on projects throughout the UK, while also maintaining a track record of international work across Europe and the Middle East. Clients value the studio’s flexible, hands-on approach and ability to translate brand and lifestyle into authentic, engaging interiors.
Oksana Maksakova, Interior Designer, has given her insights into the industry.
I began my career in design with a strong foundation in architecture, which gradually evolved into a deep passion for interiors. After completing formal studies and gaining practical experience across residential and commercial projects, I established myself as an independent designer. Today, I work on bespoke interiors that reflect each client’s lifestyle and aspirations, blending creativity with technical precision.
I’ve always been fascinated by how physical spaces affect human emotion and behavior. Interior design, for me, is a way to shape atmosphere, influence daily life, and bring beauty into functionality. It’s a field where creativity and practicality coexist—and that balance is what drew me in.
I love the conceptual phase—developing a narrative or theme for the space, choosing materials, and visualising the final result. But equally rewarding is seeing the client’s reaction when a project comes to life. That emotional connection and transformation of a space is incredibly fulfilling.
One of the most memorable moments this past year was completing a residential apartment where the brief centered around creating a calming, minimalist space that still felt warm and personal. The client was going through a life transition and wanted the home to reflect a sense of new beginnings. Designing with emotional sensitivity—using soft textures, natural materials, and subtle colour palettes—was both challenging and fulfilling. Seeing how deeply the final result resonated with the client reminded me how powerful design can be on a personal level.
I particularly enjoy residential interiors where I can form a personal connection with the client. It allows for more storytelling, emotion, and detail. Tailoring a home that truly reflects someone's personality is always a creative challenge I love.
Managing expectations—especially balancing creative vision with budget and time constraints—is one of the toughest parts. Communication is key to guiding clients through the process and helping them understand the decisions behind each design choice.
I wish I had fully understood how much of interior design goes beyond creativity. It’s not just about beautiful spaces—it’s also about technical knowledge, project coordination, time management, and working with many different personalities. The ability to navigate between the artistic vision and the practical realities of budgets, deadlines, and site conditions is something you only truly learn through experience. I’ve come to appreciate that successful design is as much about clear communication and adaptability as it is about aesthetics.
Be curious and stay humble. Learn from every project, no matter how small. Listen more than you speak—especially to clients. Good design starts with understanding people.
I believe we’ll continue to see a shift toward sustainable and conscious design. Clients are increasingly aware of environmental impact, and designers must respond with smarter material choices and timeless aesthetics that go beyond trends.
It’s a recognition of professional standards, ethics, and commitment to the industry. Being part of SBID gives me access to a respected network and strengthens the trust clients place in my practice.
About Oksana Maksakova
I design interiors that combine elegance, functionality, and sustainability. My approach is centered on creating spaces that reflect each client’s unique personality while prioritising environmental responsibility. I carefully select materials and solutions that are both timeless and eco-conscious, aiming to minimise waste and enhance long-term value. By deeply understanding my clients’ needs and aspirations, I craft environments that feel natural, harmonious, and aligned with their lifestyle. Each project is a collaborative journey, where creativity and practicality meet to deliver spaces that are not only visually stunning but also meaningful and sustainable.
Wren Loucks, Founder and Creative Director of Be-Kin, has given her insights into the industry.
Wren is the Founder & Creative Director of Be-Kin. She is an award-winning designer, who has spent her life exploring how the spaces we occupy play a role in our physical, emotional and spiritual health.
Wren is a fully registered member of the Society of British and International Interior Design. Her professional qualifications include a Bachelor of Fine Arts Honors Degree from Queen’s University, Canada, a Post-Graduate Diploma in Architectural Interior Design from the Inchbald School of Design and a Masters in Business Administration (MBA) from University College London.
Alongside overseeing the studio, Wren guest lectures about design and wellbeing, tutors and writes for design magazines. She is also an artist, and you can learn more about her practice here.
Since I was a teenager, I have been curious about how different environments affect our emotional and spiritual health. Within myself, I would observe how different spaces made me feel, and I started to document this.
My first degree was in oil painting and art history. For my final project, I painted a series of large oil paintings called Moving Meditations where I tried to visually capture the way we could be physically present in a space and emotionally and spiritually reacting to the history of that space, or the intangible design elements. After art school, I went to the UK to study interior design and was delighted to learn about phenomenology and to dive deeper into exploring how our first home, the womb, and our ancestral history affects our sense of what makes us feel safe and at ‘home.’
In all my work, I am interested in creating environments that feel comfortable and safe for our clients. The spaces we occupy have a profound effect on our sense of wellbeing. This is part of our holistic design approach at Be-Kin.
As the Founder and Creative Director at Be-Kin, one of the most enjoyable aspects of my job is community building.
I’m lucky to have an incredibly talented team and to work with clients and suppliers who often become friends. The community around Be-Kin is very rich and authentic, and every day I interact with someone who inspires me.
We completed several projects in the Cotswolds and in London in the past year. Our clients are delighted with the results, and so are we. This makes me very happy and very proud of the team.
I have designed all sorts of projects. What makes a project particularly memorable to me is the relationship I build with the client and knowing that they love being in the space that we created for them.
Interior designers rely on many external parties to bring their designs to life, including furniture suppliers and contractors. A challenge can be working with a supplier or contractor whose customer service and/or quality doesn’t match the designer’s or clients’ expectations.
At Be-Kin, we mitigate this risk by having a preferred list of suppliers and contractors.
Interior designer is a creative job, but most of the work is project co-ordination and management. I think it would be beneficial for more interior designers to be aware of this.
I recently completed an MBA at University College London, which has been very beneficial in terms of managing my studio and strategically running multiple large-scale projects simultaneously.
Interior design is a very competitive field. I recommend going to school and taking formal education in design and then working hard to get a good internship. Be focused, present and have a ‘can-do’ attitude when you’re interning, because this is the best way to be offered a job.
I recently studied the impact of Artificial Intelligence on the Interior Design Industry as part of my MBA thesis at University College London. I believe more AI-generated apps for the design industry will come to market, providing things like quick 3D visuals. However, I believe these will mostly be target to clients directly and for the mass market. High-net worth clients, like those that we work with at Be-Kin, will still want special and bespoke designs that cannot be generated by AI.
Interior design is an unregulated industry, and this means that clients cannot always be sure that they will hire a designer who has the tangible skills required to do a good job. I value the accreditation system the SBID offers, ensuring that members are qualified to do their job well.
About Be-Kin
Be-Kin is an interior design studio known for its holistic approach to design. We provide a full interior design service, tailored to each project. Founded by Wren Loucks, the studio draws inspiration from her passion for art, creative expression and interest in spiritual healing. Wren believes that the spaces we occupy have a profound impact on how we feel, and loves creating environments that bring our clients joy, comfort and inspiration.The talented Be-Kin team have a wealth of knowledge, experience and creative skills. We enjoy working together to create beautiful spaces for our clients. The studio is based in Primrose Hill, London UK. We work all over the world - Be Local. Be Global. Be-Kin.
Debbie Bryant, Founder of Debs Bespoke Interiors, has given her insights into the industry.
I have a background in industrial design, having studied it at university, followed by an MA in Design Practice. My career has allowed me to develop strong leadership skills in Design Research, Service Design, and Experiential Design, particularly within the commercial and consulting sectors. Alongside these roles, I’ve always had a passion for interior design, formally studying at UAL in Interior Design in the summer of 2024 while also launching my business, Debs Bespoke Interiors. Since then, I’ve had the opportunity to work as a residential interior designer, taking on projects ranging from single-room designs and kitchen extensions to full-floor transformations.
I’ve loved problem-solving and design for as long as I can remember—whether it was fixing my parents’ TV at eight years old or sponge-painting my bedroom at ten. Although I haven’t always worked in interiors, I’ve always had a passion for well-designed spaces. I started my career in Industrial Design, then moved into Design Research and Experience Design. This really honed my empathy skills and taught me how to optimise the way people move through experiences—and inevitably through spaces.
The moment I owned my own flat, I couldn’t wait to start designing it. From there, I continued designing interiors for myself, family and friends, alongside my professional design work. Two years ago, I decided to take the leap and focus fully on interiors as my main profession. Now, I get to combine my love for logical problem-solving—how a space functions—with my creative side, designing homes that are both aesthetically beautiful and deeply personal.
Everyone leans towards certain aspects of their profession—and when you run your own business, those tendencies become even more obvious. I’m organised and have years of consulting experience, but the business aspects of my profession are not what energise me. What I love most is the logical side of the design process, and especially the moment of unlocking an idea that feels so simple and obvious once shared—yet often takes real work to discover.
For example, a recent client asked if we could raise the height of a kitchen doorway, as the low pocket door under the stairs was frustrating her 6'4" husband daily. The solution: flip the entrance around, allowing for a full-height door opening directly into the hallway. This not only created a more impressive view from the front door through to the garden, but also flooded the hallway with natural light—and the dead space where the old pocket door was located became a brand-new kitchen pantry.
Solutions like these, where practical needs and beautiful design come together seamlessly, are what make my work so fulfilling.
It’s been a really positive year of learning, growth, and taking on larger-scale projects, so it’s hard to pick just one highlight. That said, completing a full ground floor transformation for a client stands out. Seeing them walk through the spaces for the first time, pausing to take it all in and reacting with genuine ‘wows’, was particularly satisfying. It’s moments like that—where the design clearly resonates—that feel most rewarding. They also went on to leave a thoughtful and generous review, which was a real affirmation of the process and the collaboration we built along the way. Experiences like this make all the careful planning and problem-solving worthwhile, and have definitely been a standout part of the year.
While I enjoy creating schemes within an existing footprint, there’s something particularly satisfying about reimagining how a space flows and restructuring it alongside developing the interiors. In my view, the best residential designs come from true collaboration—working closely with the architect and engineers to optimise both the architectural form and the interior function. If an interior is going to be compromised by architectural decisions, it’s far better to make adjustments while the plans are still flexible. Too often, I’m brought into a project once architectural plans are already approved, meaning we end up retrofitting interiors to a space that could have been better tailored from the start. That’s why I particularly value projects where the interior design can inform architectural decisions, and where the process feels genuinely integrated from the beginning.
For me, designing someone’s home is a real privilege—one I never take for granted. I’m always conscious that my clients are investing both their trust and their resources, and I want to make sure my involvement feels more than worthwhile. I put a great deal of effort into understanding their needs, aspirations, and the way they live, so that the design feels truly personal and considered.
One of the more nuanced challenges I often encounter is working with couples whose visions for their home don’t fully align. It’s not uncommon for me to step into the role of mediator, helping to bridge the gap between different ideas and priorities. This process can take time, but it’s a part of the work I really value—helping each person feel heard, and guiding them towards solutions where both of their aspirations can coexist and complement one another. It’s incredibly rewarding when we reach that shared vision together.
I recently joined an online community that includes access to a mentor, and I can already see the immense value in being part of such a group. It’s something I wish I had discovered when I first started my business, as it has been a game-changer. The opportunity to learn from others who are navigating similar challenges in the field has been invaluable. Whether it’s sharing insights on design trends, discussing business strategies, or simply offering encouragement when things get tough, the support is limitless.
I truly believe that the value in connecting with others in this industry cannot be overstated. There’s a unique power in learning from fellow designers who are open, willing to share their experiences, and eager to help one another. I would strongly recommend anyone in a creative or entrepreneurial field to actively seek out a community of like-minded individuals. It provides not only invaluable knowledge but also a sense of belonging and camaraderie that can make all the difference when facing challenges. Being part of this network has not only helped me grow professionally but has also deepened my passion for what I do.
I believe one of the most important skills we can develop as designers is the ability to truly listen to and interpret our clients' needs—and then translate that understanding into thoughtful, effective design. With that in mind, my one piece of advice to other designers would be to focus on active listening and careful observation. Asking the right questions is crucial, but often, it’s what isn’t said outright that provides the richest insight. This is something I honed over 20 years working in Design Research and Experience Design—people rarely tell you everything you need to know.
For example, in a current project, the client spoke repeatedly about the importance of teaching her young daughter to cook, a value passed down from her own mother. She had even arranged her dining space to keep her daughter close to the kitchen. Picking up on this, I incorporated a worktop overhang into the design—a small but meaningful detail that allows her daughter to be part of the action and learn in a way that feels natural and connected.
I recently attended a talk on Designing for Wellness at the Surface Design Show, and one comment from the panel really resonated with me. They mentioned that, especially for those working from home, many people are now getting less outdoor ‘exercise’ than those in high-security prisons. It was a striking comparison that really made me stop and think about the role our homes now play in our lives.
With the shift to working from home, people aren’t commuting as they once did, yet their wellbeing can be compromised due to a lack of time spent outdoors—whether in nature, fresh air, or even just the simple act of walking between the office and a station. The social aspect of being in an office environment is also something that many of us are missing. This new reality has made me realise how much harder homes now have to work to support our physical and mental health.
I think designers are going to be increasingly focused on how to optimise flexible, multifunctional spaces. The idea of “broken plan” seems to come up a lot—spaces that adapt to the needs of the moment. With the shift in how we use our homes, elements like colour psychology, biophilic design, and thoughtful lighting are becoming critical in supporting our wellbeing in these spaces. It’s no longer just about creating beautiful interiors—it’s about designing for the overall health of the people living in them.
I’m truly honoured to have been accepted as an accredited Interior Designer with SBID. After more than 20 years in the design industry, much of which was spent in an adjacent field, receiving this recognition means even more to me. It’s a testament not only to the hard work I’ve put into my career, but also to my commitment to continuously evolving and refining my practice.
I firmly believe that professional bodies like SBID are vital, not only for supporting members in continuing to develop and hone their skills, but also for providing clients with access to verified professionals who have the experience and expertise they need. For me, being a part of SBID is both humbling and exciting. I look forward to the opportunities this recognition will bring, and I hope it will continue to be a rewarding and impactful part of my journey as an interior designer.
About Debs Bespoke Interiors
Debs Bespoke Interiors is a North London-based interior design studio dedicated to creating stylish, functional homes tailored to each client. With a rich family legacy in design—dating back to my grandfather’s founding of Nathan Furniture in 1916—I blend tradition with innovation to craft spaces that feel both timeless and personal. Specialising in kitchens, bathrooms, built-in furniture, and full home transformations, I take a collaborative approach, working closely with clients to bring their vision to life. With strong project management at the core of my process, I ensure a seamless experience from concept to completion. Serving North and Central London, with remote services available.
Katherine Briggs, Owner of Pomander Interiors, has given her insights into the industry.
Having studied Art and Design in Central London and assisted my at mother’s interior design studio based in London, I worked with two of the industry ‘Greats’ - Colefax & Fowler and John Stefanidis. Later, I worked under my mother’s studio brand in London. I worked for global advertising agencies and ran the Pan European sector of one of the largest Global brands - enabling project handling in a creative industry to be second nature to me. In 2011, my husband and I moved to Oxfordshire with our young children and I decided it was the right time to launch my own studio, Pomander Interiors. My work is predominantly for residential clients across Oxfordshire, Warwickshire (+ the Midlands region) and central London. My central studio is currently based in Warwickshire and I therefore have a strong team of trade in all three regions that I mainly cover across the UK.
I knew, in my teenage years, that I wanted my career to be within the creative industry. Having studied both Art and Design - it has always fascinated me how colour through fabrics, wall coverings, artwork and different textures across decorative products, flooring, fabrics, furniture - when one strikes the correct balance of each - can set such a specific tone and feel to a space and how the layer of natural versus artificial light can intensify such a mood. The eclectic combination of treasured heirlooms, partnered with collected pieces, sometimes from abroad - set within, sometimes a contemporary or even traditional space - fascinated me. To be able to convey a client’s personality and their ‘life story’, by creating a space that reflected them and made the space ‘home’ - was a skill I wanted to explore and master.
Transforming my client’s houses into a place that illustrates their character, personality and where they feel completely at ease, happy and proud to call their home. Each client and property is so unique and therefore each project is completely different for me and my team - I love diversity! Some clients have a clear vision and style and others require more ‘hand holding’. Some properties require a complete renovation and others may need much needed ‘character’ to be injected into the property. It’s taking each client on an exciting journey through a trusted working relationship and creating wonderful interior spaces, as a result.
Creating an elegant and somewhat traditional style, whilst partnering this with a contemporary flair - is the core of my design style. Therefore, working with supply partners that create traditional products that fit within our contemporary lifestyles - epitomises the perfect partnership for the large majority of my projects. So, when, Lee Lovett, Co-Founder of Soho Lighting Company, invited me as one of a small party of privileged guests within the interior design and architectural industry, to a private launch party in Kensington Palace, I was very honoured.
The event took place in the State Apartments at the Palace in early March this year - where Lee and her husband, showcased their collaborative new ‘Historic Palace Collection’ of switches, at a champagne reception. Being in such historic and majestic interiors was totally surreal and wonderful. An opportunity to share in their exciting stage of their business and talking to so many of my industry peers, was such a wonderful experience. It was definitely the most surreal highlight of my career this year - an evening I will never forget!
The ability to transform an interior space for a client that finds the whole concept of interior design totally alien - is so rewarding. To take a slightly apprehensive client on that creative journey and see the pleasure it brings when the project is completed - gives me immense joy. Interior design is not just about the creative element but, as important, it is the service that you provide for every client. The ability to make the journey a planned, calm, perfectly executed creative process.
Both ends of the design spectrum bring exciting challenges - a new development property that lacks any structural or internal character and how colour, texture and the right combination of well manufactured products - strike just the correct balance between classic style and the contemporary surroundings. An old Listed property that requires a much needed restoration - bringing it back to its’ former glory, whilst combining contemporary elements to sit sympathetically within it’s historic architectural origins. Both fascinate me.
When working across multiple projects at any one time - it is important to remember the individual and differing emotional requirements that each client requires. This is as important, and sometimes even more important at different stages of a project, than delivering the end creative result. Wearing various ‘hats’ when running your own design studio, whilst always staying one step ahead across all aspects of the business, is crucial - to keep the projects ticking over smoothly. Previous senior leadership and project management, on a global scale, has prepared me to tackle all of these areas, which gives me the time to enjoy creating and designing for my clients.
That I should have set up my studio earlier than I did! To be able to truly ‘go to work’ every day and for it to not feel like ‘work’. I honestly enjoy and look forward to every moment when I am designing, creating and delivering what my clients wish for.
Understand the industry and the multi faceted areas of running your own studio. It is not just about being passionate about design and service. You have to be a superb project manager, good at client relations, understand budgets and how to make sure the financials on a project are all in check. A networker, keeping ahead of trends and what will stand the test of time, quality controller and have a solid, trusted trade team partnering you. Running your own studio comes with a lot of responsibility and you have to be 100% committed and passionate, every day, to make a success of your business.
Established and emerging brands are collaborating more and more with each other. I see these partnerships providing a unified and therefore simpler approach for designers to deliver what is needed for their client projects. With social media and other channels connecting brands globally with a more cost effective and streamlined logistical approach - we are able to offer our clients products that were difficult to sometimes unobtainable in the past. However, political restrictions in different countries might hinder import and exporting!
Being accredited by SBID is an immense personal milestone for me and my business. It epitomises the top tier accreditation that my clients would expect when running a professional and successful design studio. On a personal note, it is the ultimate ‘seal of professional approval’ within the industry. I have worked very hard and passionately to build my interiors business to where it is today and to have this recognition from SBID, means everything to me - thank you.
About Pomander Interiors
Having worked for some of the ‘greats’ in the industry – Colefax & Fowler and John Stefanidis – Katherine established her own Interior Design Studio in 2011. The company is based in Warwickshire and primarily covers private client residential properties across London, Oxfordshire, Gloucestershire and The Midlands region. Katherine and her team pride themselves on a depth of knowledge when it comes to British properties. The team have worked across several listed country houses, city apartments, townhouses and new developments. Pomander Interiors work with local trusted building teams, architects and specific artisans from differing specialisms to meet exacting standards, ensuring a perfect finish is continuously met for every client project.
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