Anita de Villiers, Principal Interior Designer at Anita de Villiers Interior Design, has given her insights into the industry.
My route into interior design was not a straight one and I think that has shaped how I work. I began my career in South Africa with a BSc degree in Mathematics and Computer Science, followed by several years in the Information Technology sector. That background gave me a strong foundation in conceptualisation, project management and working closely with clients, skills I rely on every day as a designer.
My interest in interiors started as a serious hobby: I designed, built and furnished a few luxury homes and found that I enjoyed the technical and creative demands of the process. I made the shift to full-time interior design when I relocated to Cyprus in 2012, where I formalised my qualification and ran a successful studio for six years. Every project came through referral and covered high-end residential properties alongside some commercial commissions.
In August 2018, I settled in Surrey with my family and have since worked across a wide range of residential projects in the area: from full home renovations in the Surrey Hills to grand master bathrooms on Wentworth Estate. I now run a boutique interior design practice based in Reigate, specialising in creating refined yet practical home interiors across Surrey and the South East of England. My approach is deeply personal and collaborative: I manage every stage of the design journey myself, from the initial site survey through to the final specification.
Growing up in South Africa, many homes were designed around large, open-plan spaces, natural light and raw, organic textures that flowed out into generous gardens. Beautiful spaces were simply part of the culture and outdoor living was part of everyday life. I was always drawn to art and collecting interesting pieces and putting a room together came naturally to me long before I understood the principles behind why it worked.
Travelling to more exotic destinations and staying in boutique hotels has always been a source of inspiration and still is.
It was building speculative homes in South Africa that made me decide to shift my career to interior design. I realised I could combine the technical and organisational skills I had developed in my IT career with a creative discipline that felt genuinely rewarding.
Each project becomes very personal as I work through the design process. My approach is highly visual: I build up a fully realised design on paper before anything is touched on site. Seeing a client's reaction when they can clearly visualise their home is a real highlight for me.
I also enjoy the technical side, particularly designing bathrooms and bespoke joinery. These are demanding spaces where every millimetre counts and I find real satisfaction in solving the spatial challenges first: finding a layout that flows, then layering in the materials, lighting and finishes to make the room work beautifully on every level.
Working directly with each client from start to finish means I know the brief inside out and I can make decisions on their behalf with confidence. That level of personal involvement is something I value enormously and I think it shows in the result.
The Reigate Elegant Living Room project is a genuine highlight from the past year. What made it particularly satisfying was seeing how much could be achieved through considered design and a well-managed budget. The room was completely transformed from an underused, disconnected space into a luxurious and elegant living room that the family now uses and loves.
The transformation was achieved through carefully chosen elements: bespoke furniture pieces designed specifically for the proportions of the room, a layered lighting plan with dramatic statement pieces and a palette of luxurious materials and finishes. Together, these gave the space a real sense of depth and warmth. Every decision was deliberate and the result was a room that felt both impressive and genuinely liveable.
The project was subsequently featured on Pure White Lines and on SBID, where it was highlighted as an example of creating luxury living through lighting design. The client described the process as a pleasure from start to finish. That combination of a satisfied client and industry recognition made it a genuinely memorable project.
Bespoke bathroom design is where I feel most in my element. Over my career I have designed hundreds of bathrooms and the technical demands of the discipline remain as engaging as ever. Every millimetre is considered and accounted for: the layout, the plumbing positions, the lighting layers, the material choices, the joinery. To me, a well-designed bathroom feels like a jewellery box: compact, considered and beautiful in every detail. Technical precision and good design go hand in hand in these spaces.
Open-plan living areas are another favourite challenge. Kitchen, dining and lounge spaces that flow into one another need to work hard: each zone has its own function and feel, yet everything must connect cohesively. Getting those busy family spaces to feel right, both practically and visually, is something I find enormously satisfying.
New builds offer a different kind of reward. Working alongside architects and builders from the beginning means I can influence decisions around flow, electrical planning and surface materials before anything is fixed in place. That level of involvement from the outset produces a far more considered and cohesive result.
Working on period properties in Surrey is also particularly rewarding. The character is already there in the architecture and my role is to work with it, not against it.
One thing that surprises many clients is how long the design process takes. Thorough design cannot be rushed: sourcing the right products alone is enormously time-consuming and the responsibility that comes with those decisions is significant. Every specification must be right: the right material, the right finish, the right supplier, at the right price point.
I invest heavily in accurate 3D visuals and detailed technical design packs for this reason. Visuals give clients clarity and confidence to approve the design with conviction, while precise technical drawings remove ambiguity for contractors and ensure the design is executed exactly as intended. Both are essential tools for reducing risk on site.
The most challenging aspect for me personally is managing the commercial side of a project: procurement, budget control, project timelines and making sure the client's investment is well protected throughout. These are not the visible or glamorous parts of interior design, but they are what separates a well-run project from a stressful one. Getting those elements right is just as important as the design itself.
Project management and clear communication with clients, contractors and suppliers are skills I understood to be important early on. What I did not fully appreciate was how much time and effort goes into marketing a design practice and how central it becomes to building a sustainable business.
When you are deeply involved in delivering projects, marketing is very easily neglected. Yet it is what keeps the pipeline moving. Professional photography matters more than most new designers realise: if your work is not documented well, it simply does not exist online. The same applies to video. Capturing project progress gives potential clients a much clearer picture of what working with you looks like and that is valuable.
The honest reality is that running a design practice means wearing many hats. The design work is only part of it and the sooner you invest in presenting that work properly, the better.
Spend time working within an established design studio before setting out on your own. The skills and knowledge gained from being part of a design team, working on real projects with real clients, budgets and deadlines, are invaluable. No course fully prepares you for the pace and complexity of live projects. Hands-on experience builds a foundation that is very difficult to replicate any other way.
Beyond that, get the layout right before you think about anything else. Colour, materials and furnishings are all decisions that can be revisited; an incorrectly planned layout is far more difficult and costly to correct once a project is underway. I would encourage every aspiring designer to spend time studying spatial planning and to become genuinely comfortable with technical drawings. Good creative decisions start with a solid technical foundation. Clients who work with a designer who understands both the technical and aesthetic dimensions of a project get a far better result.
One shift I am already seeing is a move away from the perfectly curated, trend-driven interior towards spaces that feel personal, warm and genuinely lived in. With the rise of AI and social media, design trends spread quickly and spaces can start to look very similar as a result. Discerning homeowners are becoming more aware of this and are increasingly looking to create homes that have real character and personal meaning rather than simply reflecting what is popular at a given moment.
This is where the value of a personalised, relationship-led service becomes more important. A designer who takes the time to understand how a client actually lives and who is prepared to go deeper rather than take on more projects will produce results that are unique and personal. I think clients will continue to seek that kind of thoughtful collaboration.
On the technology side, smart home automation is becoming an expected part of high-end residential design rather than an optional extra and integrating those systems from the outset requires careful planning. Sustainability is also increasingly front of mind: more clients are asking questions about where materials come from and how products are made. I believe that will only grow as a priority in the years ahead.
It means being part of a professional body that holds the industry to a standard I believe in. Interior design is a field where expertise and accountability genuinely matter: clients are making significant financial and personal decisions based on a designer's advice. The SBID accreditation signals that I have met a recognised professional benchmark. For my clients, it provides an additional layer of confidence when choosing to work with me.
As an independent designer working directly with clients on every project, it can be easy to work in isolation. SBID accreditation connects me to a wider community of designers and gives me access to industry events, networking opportunities and continued professional development that I would not otherwise have as a sole practitioner. Those resources matter: staying connected to the industry, learning from other professionals and keeping my knowledge current all feed directly into the quality of work I deliver for my clients.
About Anita de Villiers Interior Design
Anita de Villiers runs a boutique interior design studio in Surrey, specialising in elegant, considered interiors for homeowners who value quality and personal connection. Providing a dedicated one-to-one experience, Anita personally manages every stage of the design journey. Her work is defined by a respect for architectural integrity and quiet luxury, creating layered spaces that remain timeless as trends evolve. Whether overseeing a full renovation or a single room, Anita guides her clients with a structured process that brings clarity to every decision. She creates sophisticated, functional homes designed around how you live.
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Paula Morrison, Founder and Lead Interior Designer at Paula Morrison Interiors, has given her insights into the industry.
My journey into the world of interior design was an intentional evolution from analysing the structure of language to shaping the structure of the built environment. Although my academic foundations are in Literature and Linguistics, I have always been drawn to the technical and creative rigour of architecture. This unique background allows me to approach design through the lens of narrative and syntax; I view a floor plan as a composition where every spatial element must "communicate" clearly to achieve a sense of balance.
I founded Paula Morrison Interiors to bring this philosophy to life, focusing on high-end residential projects that demand both analytical thinking and artistic vision. My work is characterised by a deep interest with spatial planning and structural logic. I enjoy the challenge of deconstructing complex, often restricted layouts to find a sense of equilibrium and flow.
Today, as Lead Designer, I pride myself on being a hands-on collaborator who bridges the gap between the client’s vision and the contractor’s execution. By treating spatial design as a form of physical storytelling, I ensure that every home I touch is not only aesthetically refined but also structurally coherent and intuitively functional.
While my academic roots are in literature and linguistics, I have always harboured a deep-seated fascination for architecture and the built environment. Literature taught me about narrative structure and the human experience, but I eventually felt a pull toward expressing those concepts physically. Interior design became the perfect bridge between my analytical background and my creative aspirations. It allowed me to transition from storytelling on a page to storytelling within a three-dimensional space. This career path offered the opportunity to develop my creative side while applying the disciplined, structural thinking I honed during my university years. Ultimately, I chose interior design because it combines the intellectual rigor of spatial logic with the artistic freedom to shape how people live, work, and interact with their surroundings.
The most rewarding aspect of the profession for me is the initial phase of spatial planning and gaining a deep, structural understanding of a site. I find immense satisfaction in reviewing a floor plan to reveal its hidden potential and then reconfiguring it to optimize flow, light, and functionality. This "puzzle-solving" element of design - where ergonomics meets aesthetics - is where I feel most inspired. To me, a well-designed plan is the indispensable foundation of any successful renovation. I firmly believe that without great spatial planning, the final result can never truly succeed; no amount of luxury finishes or beautiful furniture can fix a space that doesn't function logically. Achieving that perfect equilibrium in a layout is the most satisfying part of my work, as it provides the robust, purposeful canvas required for the rest of the design to shine.
The highlight of my past year was successfully navigating a project involving a highly complex structure with extremely tight, restricted spaces. The challenge lay in maximising every square centimetre without compromising the structural integrity or the user's comfort. I spent a significant amount of time on-site, analysing the building’s skeleton to find opportunities for clever storage and improved circulation. By reconfiguring the internal partitions and introducing bespoke joinery, I transformed a rather cramped, fragmented layout into an open and functional space. Seeing the technical plans come to life in such a challenging footprint was incredibly rewarding. It reaffirmed my passion for the technical side of design and proved that even the most constrained spaces can be made to feel expansive and logical through precise spatial engineering.
I am most passionate about residential projects because they allow for a deep, personal impact on the way people experience their daily lives. In a home, every design decision - from the placement of a structural wall to the choice of lighting - has a direct effect on the inhabitants' well-being. I enjoy the process of tailoring a space to a family's specific needs, ensuring that the final result is as functional as it is beautiful. Residential design requires a unique balance of technical precision and empathy; you have to understand how someone moves through their morning routine or how they entertain guests. Solving the structural puzzles inherent in a renovation to make a house work better for its owners is, for me, the most fulfilling application of my skills as a designer.
One of the most challenging aspects of interior design is managing the intersection between creative vision and the practical realities of project execution. While the conceptual phase is exhilarating, translating those ideas into a functional reality involves navigating complex decisions, compromises and budgetary constraints. Maintaining the integrity of a design while making necessary adjustments during the technical installation requires constant vigilance and precise communication with artisans, lighting specialists, and clients. It is a delicate balancing act to ensure the final result remains true to the original aesthetic intent without sacrificing the ergonomics or longevity of the space. Additionally, staying abreast of rapidly evolving material technologies and sustainable sourcing standards demands continuous learning. Ultimately, overcoming these intricate hurdles - ensuring every custom detail and lighting circuit aligns perfectly with the overall vision - is what makes the successful completion of a project so rewarding.
Before entering the field, I wish I had a clearer understanding of just how much of the role involves technical documentation and project management. While the public often views interior design as a purely aesthetic pursuit, the reality is that a significant portion of our time is spent producing detailed technical drawings, specifications, and coordinating with various trades. I quickly learned that even the most beautiful concept cannot be realized without precise communication and rigorous attention to detail. I also realised the importance of "people skills"- the ability to interpret a client’s unspoken needs and manage their expectations throughout a stressful renovation process. Fortunately, my background in linguistics proved to be an unexpected asset here, helping me navigate the nuances of client communication and the structured logic required for documentation.
My primary tip for aspiring designers is to master the fundamentals of spatial planning and structural logic before focusing on the decorative elements. While colours, textures, and furniture are vital components of a beautiful interior, they cannot fix a poorly planned space. Spend time learning how to read architectural drawings and understand the flow of movement within a building. A design that functions perfectly will always feel more luxurious and successful than one that is simply "decorated." I would also encourage newcomers to remain curious and interdisciplinary; don't be afraid to draw inspiration from fields outside of design, whether that’s literature, science, or psychology. Having a diverse range of interests will give your work a unique depth and a stronger narrative voice.
The integration of AI is fascinating and will undoubtedly streamline our administrative and rendering processes, but I believe the year ahead will emphasise that technology can never replace the human touch. Design is inherently contextual and physical; an algorithm cannot truly understand the unique "feel" of a site or the specific nuances of a client’s lifestyle. Real-world expertise remains essential for on-site problem-solving, such as assisting contractors with structural anomalies or the precise positioning of architectural lighting to enhance a room's atmosphere. I see the industry evolving to use AI as a powerful assistant, while the designer’s primary value remains their ability to synthesise technical knowledge, emotional intelligence, and on-site management to deliver a project that works in the real world.
To me, being an SBID Accredited Interior Designer represents a privilege and commitment to the highest standards of professional conduct and technical excellence. In an industry that is often misunderstood, this accreditation serves as a hallmark of quality and integrity, providing clients with the assurance that they are working with a qualified professional who adheres to a strict code of ethics. It signifies that my work is grounded in formal training and a dedication to continuous professional development. Beyond the individual benefits, being part of the SBID community offers a platform for collaboration and knowledge-sharing with like-minded peers globally. It reinforces the idea that interior design is a serious, multifaceted discipline that requires a balance of creative vision and technical rigor, validating my journey into this profession.
About Paula Morrison Interiors
Based in Surrey, Paula Morrison Interiors is a premier residential design studio dedicated to crafting elegant, timeless spaces. Specialising in high-end full house renovations and bespoke styling, the studio seamlessly blends classic charm with modern sophistication. Paula’s signature aesthetic focuses on refined palettes, rich textures, and functional luxury, ensuring every home feels entirely unique and personal yet remains impeccably polished. From conceptual planning to final installation, the studio provides a comprehensive service tailored to each client’s lifestyle. Whether transforming a period property or a contemporary residence, we deliver sophisticated, exceptional interiors that exude warmth and character across London and Surrey.
Amy Dhala, Co-Founder of Decorbuddi, has given her insights into the industry.
My career has taken an interesting route into the world of design, beginning in the luxury travel industry where I spent nearly a decade at Scott Dunn working my way from a travel consultant to Head of Worldwide Sales. During that time, I worked with international clients creating highly tailored experiences across the world, which gave me a deep understanding of luxury, service and the importance of detail.
That appreciation for lifestyle and place naturally evolved into interiors, and in 2011 I founded Lovestruck Interiors, designing and sourcing distinctive pieces while developing a creative studio in Southwest London.
In 2019 I co-founded Decorbuddi, where our work ranges from considered room transformations to full home redesigns and complex renovation projects for clients in the UK and Overseas.
For me, the attraction to the interior design industry came from seeing just how powerful design can be in shaping the way people experience their homes. A well-designed space isn’t just about aesthetics, it can genuinely change how people live day to day, whether that’s creating calm, improving functionality or making a home feel more welcoming.
Every designer brings their own experiences, influences and creative instincts to the table. Those different perspectives are part of what makes the design industry so dynamic and continually evolving. At Decorbuddi, we value that diversity while working together as one collaborative team.
Without question, the most rewarding aspect is seeing the work our designers produce and the impact it has on clients. Interior design is such a collaborative profession - it requires creativity, technical understanding, empathy and strong relationships with clients and suppliers.
I love seeing how our designers take a client brief and transform it into something far beyond what the client initially imagined. Watching that process unfold, from early ideas and mood boards through to a finished space, is incredibly exciting. What makes it even more rewarding is hearing how those spaces improve people’s lives, whether it’s a family home that works better for everyday life or a renovation that finally brings someone’s vision to life.
We have had the opportunity to work on several fantastic home and garden projects this year with clients based all over the world, including Hong Kong, South Africa and even Nepal, as well as the UK. It is impossible to choose just one highlight – it is the variety of projects and clients that inspires our creativity.
Alongside these projects, there have been some wonderful milestones - from winning the Best of Houzz Design Award to having our work featured in The Times Magazine and other industry publications.
Joining SBID has also been a particularly meaningful moment for us. It reflects our commitment to professionalism and high standards within the industry, but more importantly it recognises the calibre of designers we work with. Being part of a respected professional body that champions quality and integrity in design is something we’re incredibly proud of, and it’s exciting for our team to be part of that community.
The projects we enjoy most are those where we work in true partnership with the client to shape the complete transformation of a home. These are often the projects where there are complex design challenges to resolve and where the brief goes far beyond decoration, considering how a home flows, functions and supports the way people live.
We are particularly drawn to projects that allow us to think about the relationship between inside and out - where the architecture, interiors and garden are connected. It’s also a joy to work with clients who have gathered treasured pieces or an interesting art collection we can weave into the design.
Ultimately, the most rewarding projects are those where there is trust and collaboration, allowing us to create spaces that are genuinely loved by the people who live in them.
Interior design can look effortless from the outside, but in reality, it requires an enormous amount of coordination, problem solving, technical skills and attention to detail. Designers are often balancing creative vision with practical constraints such as budgets, timelines, construction issues and supplier lead times.
Another challenge is managing expectations, particularly during renovations where unexpected issues can arise. Our designers must be incredibly adaptable and calm under pressure, while still maintaining the creative direction of the project. It’s a profession that requires both artistic talent, organisation and inter-personal skills - something people often underestimate until they see the process behind the scenes.
One thing that has become very clear is just how complex the design process really is. From space planning and technical drawings through to sourcing, procurement and installation, there are many moving parts behind every finished interior.
I think people sometimes imagine interior design as simply choosing colours and furniture, but the reality is that designers are solving spatial challenges, coordinating with contractors and ensuring every detail works both practically and aesthetically. Seeing that depth of expertise has given me a huge appreciation for the profession and the level of skill required to deliver truly great design.
My biggest advice would be to stay curious and keep developing your perspective. The most successful designers are constantly observing, learning and drawing inspiration from many different places - architecture, travel, art, hospitality spaces and even nature.
Equally important is building strong relationships with clients and collaborators. Interior design is ultimately about understanding how people live and translating that into spaces that work beautifully for them. Creativity is essential, but empathy and communication are just as important in building trust and delivering successful projects.
I think it’s a very interesting moment for the industry, particularly with the rapid development of new technologies. Tools for visualisation, digital collaboration and AI are becoming much more sophisticated and are changing how designers communicate ideas and manage projects.
Where I see the real value is in how these tools improve efficiency and communication. They allow designers to present concepts more clearly, test ideas quickly and help clients visualise spaces earlier in the process. AI can be particularly helpful in supporting workflows, organising information and facilitating the communication of design ideas.
That said, I don’t believe technology should replace the creative thinking of the designer. Interior design is fundamentally about understanding people, how they live and creating spaces with depth, personality and longevity. Those things come from human experience, judgement and creativity.
So, for me, the future of the industry is about using technology thoughtfully as a tool to support designers and improve the client experience while keeping the design process itself rooted in human creativity and expertise.
Being part of SBID is a meaningful step because it represents professionalism, credibility and a commitment to high standards within the design industry. For us, it’s important that the designers we work with are recognised as professionals who bring real expertise and value to their clients.
SBID accreditation helps reinforce that message - that interior design is a skilled profession requiring knowledge, experience and ethical practice. We’re proud for our community of designers to be associated with an organisation that champions excellence and supports the continued growth and recognition of the industry.
About Decorbuddi
Decorbuddi creates thoughtful, original design that transforms the quality of everyday life. Blending expertise with a warm, flexible approach, we tailor each project to our clients’ individual needs - from focused design consultations to complete interior and garden renovations. With a London based central studio, regionally based designer team and a trusted network of skilled trades, we deliver carefully managed turnkey projects across the UK and internationally, ensuring every element works together seamlessly.
At Studio Vellari, we believe that exceptional interior design is not only seen — it is felt. Specialising in bespoke private cinemas and refined residential interiors, our studio focuses on creating immersive environments that balance technical precision with contemporary elegance.
Founded on the principle that luxury lies in detail, Studio Vellari brings together spatial planning expertise, material sensitivity, and cinematic technology integration to craft environments that are both visually striking and experientially powerful. Each project is approached holistically, ensuring that acoustics, lighting, ergonomics, and aesthetics work seamlessly together.
Private cinemas have evolved far beyond dark rooms with large screens. Today’s clients seek multi-functional spaces that reflect their lifestyle while delivering a true cinematic experience. At Studio Vellari, our design approach begins with understanding how the space will be used — from intimate family screenings to large social meetings.
We carefully curate layered lighting schemes, incorporating concealed LED detailing, feature wall treatments, and sculptural elements to create atmosphere and depth. Acoustic wall panelling and bespoke joinery are designed not only for performance but also to enhance the architectural character of the room.
Material selection plays a critical role. We favour natural textures, matte finishes, and rich tonal palettes that elevate comfort while maintaining a timeless aesthetic. The result is a space that feels sophisticated yet inviting — where technology is seamlessly integrated rather than visually dominant.
While cinema rooms are a core specialism, our broader residential portfolio includes contemporary apartments and private homes designed with a minimalist, modern sensibility. Clean architectural lines are softened with warm, tactile materials, creating balanced interiors that prioritise both function and atmosphere.
Our process is collaborative and detail-driven. From initial concept development through to technical drawings and final styling, we work closely with clients and contractors to ensure that the design vision is executed with precision.
As the demand for experiential home environments continues to grow, Studio Vellari remains committed to pushing creative boundaries while maintaining a disciplined, architectural approach to design. Our goal is simple: to create spaces that enhance the way people live, entertain, and connect.
About Studio Vellari
At Studio Vellari, we specialise in crafting exceptional interior environments with a distinct focus on private cinemas and media rooms. Drawing on extensive experience delivering some of the world’s most exclusive residential cinema spaces, we design bespoke seating solutions tailored to each client’s vision and lifestyle. Our approach blends refined aesthetics with advanced functionality, ensuring every piece enhances both comfort and performance. From concept to completion, we curate finely crafted furnishings that embody timeless elegance and meticulous attention to detail. The result is immersive, sophisticated interiors that elevate home entertainment into a truly luxurious and personalised experience.
The small dark kitchen wasn't working for the client, it felt cramped, not organised and it was cut off from the dining and living room.
The connecting wall was removed and this instantly opened up this whole area. The new kitchen design by NB Interiors felt more spacious, more purposeful for how the client used and lived in the space.
Being north facing the brighter yellow colour worked at keeping this part of the room feeling brighter and warm. As well as being brave and feeling more energised, this whole space went from neutral and dark to brighter and warmer.
The mix of wood and yellow softened the space and added some texture. Balanced against the blue that leads into the dining and living area makes this a fun, cheerful and invigorating living area.
About NB Interiors UK
I have a passion for colour and texture, I enjoy helping clients be brave and take the leap into injecting personality into their homes. Whilst keeping spaces cosy, welcoming and feeling like their home. I aim to create spaces that can be truly lived in, comfortable and that will stand the test of time.
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 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.
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.
This spacious living room in a Surrey home was completely transformed from a dull, underused area into something truly special. Anita de Villiers Interior Design reimagined the space as a luxurious yet comfortable room, designed for everyday family living as well as elegant entertaining. Thoughtful lighting design became the defining element, adding layers of warmth, sophistication, and subtle drama to this impressive space.
The original layout felt awkward and disconnected, with outdated furniture and harsh overhead lighting that left the room feeling uninviting. Despite this, it was clear the space had great potential to become one of the home’s most beautiful rooms. My clients wanted a complete redesign with a glamorous, modern aesthetic and luxurious finishes, and they understood that carefully planned lighting would be essential in bringing this vision to life.
They were inspired by luxury hotel interiors they had discovered during their travels, with warm, rich textures, natural materials and sophisticated spaces. Their goal was a living room that felt stylish and glamorous while remaining comfortable and inviting for family life.
"My clients had a clear vision inspired by the luxury hotels they'd experienced. The challenge was translating that sophistication into a space that worked for everyday family life." - Anita de Villiers.
The redesigned layout introduced two distinct zones: a relaxed family lounge for watching TV and a sociable seating area for entertaining. Each zone was carefully planned to feel both luxurious and practical. Layered lighting played a key role in enhancing the atmosphere, ensuring the room feels welcoming at any time of day.
One of the most impactful changes was removing the harsh overhead lighting. The existing downlights cast unflattering light across the floor and flattened the space. Instead, directional bronze spotlights were carefully positioned to highlight drapery, sculptural elements, and artwork, adding depth and visual interest.
Decorative coving with hidden LED lighting was introduced to define the lounging area while adding another layer of mood lighting. The soft glow from within the bespoke media units subtly highlights the beautifully displayed objects, creating a sense of depth and warmth.
The most striking features are the pair of Amber Sorrento Chandeliers from Pure White Lines, suspended centrally within each zone. Positioned above the conversational seating and lounging areas, they anchor the spaces and create an intimate atmosphere for gathering. Beautifully proportioned to the room's generous size and ceiling height, these sculptural fixtures cast a warm, inviting glow that brings instant drama and a sense of occasion. They have quickly become a favourite talking point.
Equally important are the quieter layers of lighting working throughout the room. The Mosman Bronze Linear Wall Sconces and Mosman Table Lamps from Pure White Lines add understated elegance through their sleek geometric lines and soft alabaster finish. A carefully placed floor lamp, from Andrew Martin, provides focused task lighting exactly where it is needed.
All fixtures are fitted with warm-toned bulbs and controlled via high-quality bronze dimmer switches, giving my clients complete control over the ambience for any mood or occasion.
"The right lighting can completely change how a space feels. It is about highlighting the details, enhancing comfort, and making every corner of a home feel inviting." - Anita de Villiers.
With years of experience designing homes across Surrey and South East England, I have learned that lighting is always worth investing in and that professional planning makes a significant difference. Lighting defines how a space feels and functions, and quality fixtures can instantly elevate an interior.
The Amber Sorrento Chandeliers are a perfect example. Their scale, craftsmanship, and the way the amber glass catches and reflects light throughout the day contribute to the room’s refined and sophisticated atmosphere. Even the best budget alternatives simply cannot achieve the same effect.
The difference that good lighting makes in this space cannot be overstated. Where harsh overhead lights once left the room feeling flat, it now has a beautiful balance of light and shadow that brings depth, warmth, and a sense of sophistication.
Whether the family is enjoying a quiet evening reading, watching TV, or hosting guests with ambient and chandelier lighting, the room adapts effortlessly. With full control via dimmer switches, the atmosphere can be adjusted to suit every occasion.
In this Surrey living room, lighting became the element that tied everything together, transforming the space into one the family genuinely loves to use every day.
Lighting should be considered early in any renovation to ensure your space feels both beautiful and functional. If you’re planning a home transformation, I’d love to help you get the design and lighting just right. Get in touch to discuss your project.
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