9th January 2026 | IN DESIGN ADVICE | BY SBID Share Tweet Pinterest LinkedIn Alice Louisa Hawkins, Head of Creative at Woldon, has given her insights into the industry. I began my career in design as soon as I finished University, ready to work with beautiful furnishings and exciting clients. Working in some of the most influential British design studios gave me an education in the real world of running large-scale luxury projects. I wanted my experience to be multifaceted, creating a career which felt comprehensive in both knowledge and creativity. I have worked in luxury sales, procurement, business development and FF&E design. I’ve always had a thirst for knowledge and enjoy growing businesses both behind the scenes and within the industry, working with some of the most inspiring clients and breathtaking projects. Why did you want to work in the interior design profession? Growing up in a house full of antiques and spending weekends and holidays sourcing incredible furnishings gave me such appreciation for timeless items, which tell a story throughout a home. Creating homes for my clients which feel both tranquil & characterful, taking their vision and bringing it to life will forever be my driving force to work in this industry. Woldon Which elements of your profession do you enjoy the most? Working with my clients, creating the brief for each project through insightful conversation, really sets the tone for creativity to thrive. One of my favourite parts of any project is the sourcing and working with some of the most incredible craftsmen across the world, whose dedication to creating timeless pieces is such a joy to specify. Woldon What has been your most memorable career highlight from the past year? I am currently working on a wonderful project, a 10,000sqft new build family home, where we are also delivering the architecture. Designs for both elements have run in parallel and this year I was instructed to deliver the full landscape design, which has brought such fulfilment to create all three designs together, delivering my first turnkey project. Woldon What are your favourite types of projects to work on and why? I love classical design, within both interiors and architecture. This could be working with period properties and designing new build homes which feel like they’ve had a previous life. Working with classical principles feels like a natural process for me and one I am very much drawn to. I find the beauty in natural materials and balancing a predominantly neutral palette with texture, shape and form. I enjoy working closely with my clients, which lends my skill sets towards private client residential projects, where there is more emotion and connection for the end client. Woldon What are the most challenging aspects of working in interior design? The area where I find the most challenges would be during the procurement stage, where there are many variables to handle. This is the moment where third parties are heavily involved and we closely monitor all of our suppliers, manufacturing and quality control. By implementing stringent procedures, we can undertake the procurement and delivery process carefully & efficiently. Woldon What do you wish you knew before working in the field? Great design takes time. It’s important to work with clients who appreciate and understand this sentiment. It can be a tricky working relationship if you have a client who doesn’t want to pay your fee or understand the programme. Always have conviction in your proposal, as long as it aligns with the client’s brief and explain the deliverables carefully so everyone remains on the same page & enjoys the process. Woldon If you could give one tip to aspiring designers, what would it be? Really hone your personable & presentation skills. Design projects take a long time and it’s crucial that you and your client have a strong relationship. Most often, clients will choose you if they feel they can trust you & be inspired by you. How do you see the interior design industry evolving in the year ahead? I see the industry moving away from trends and leaning more towards the everlasting timeless designs which endure. What does being an SBID Accredited Interior Designer mean to you? Being an SBID Accredited Interior Designer gives me confidence, being alongside an incredible group of contemporaries. Alice Hawkins, Head of Creative at Woldon About Woldon Architects & Interiors Woldon is a British Architectural & Interior Design company, delivering award winning projects world-wide. We turn inspired thinking into extraordinary design, existing to enrich lives and landscapes through thought-provoking, timeless design conceived with humanity at its heart. 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.