20th March 2026 | IN DESIGN ADVICE | BY SBID Share Tweet Pinterest LinkedIn 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. Decorbuddi Interior Designer - Stephanie Bailey & Jo Miller Decorbuddi Interior Designer - Stephanie Bailey & Jo Miller Why did you want to work in the interior design profession? 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. Decorbuddi Interior Designer - Juliet Elliott Which elements of your profession do you enjoy the most? 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. Decorbuddi Interior Designer - Amanda Delaney What has been your most memorable career highlight from the past year? 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. Decorbuddi Interior Designer - Lorraine Sakharet What are your favourite types of projects to work on and why? 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. Decorbuddi Interior Designer - Ann Jackman What are the most challenging aspects of working in interior design? 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. Decorbuddi Interior Designer - Jo Connolly What do you wish you knew before working in the field? 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. Decorbuddi Interior Designer - David Massingham. KT1 Photography If you could give one tip to aspiring designers, what would it be? 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. Decorbuddi Interior Designer - Sophie Wells How do you see the interior design industry evolving in the year ahead? 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. What does being an SBID Accredited Interior Designer mean to you? 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. Amy Dhala, Co-Founder of Decorbuddi 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. Visit Profile If you’d like to feature your news or stories on SBID.org, get in touch to find out more. If you’d like to become SBID Accredited, click here for more information.