Today, I’m speaking with Jennifer from Niche Interiors, an up and coming interior design firm in San Francisco. What I like about Jennifer and her team’s work is the fact it’s so accessible, and yet inventive and unique. It’s great inspiration for anyone wanting to give their home a more polished, pulled-together look: Jennifer combines pattern and color effortlessly, mixes custom upholstery with off-the-shelf pieces, and brings a refreshingly youthful vibe to the San Francisco design scene.
Four Walls and a Roof: What do you consider your big break in interior design so far?
Niche Interiors: I’m grateful for all of the “little breaks” I’ve had along the way, but I would have to say my big break was the first clients that hired me when I went out on my own. They trusted me with their beautiful new home in West Portal, despite the fact that I had a very small portfolio at that time. Luckily, they were the most down-to-earth and fun clients to work with! The project reflected this and our collaboration resulted in a stunning dining room that is still one of my favorite images in our portfolio.
FWR: How do you keep every project fresh and unique to the client, but without losing your own aesthetic? Is it important to have your own ‘stamp’ on a design?
NI: Our philosophy at Niche Interiors is that each home should be as unique as its inhabitant. We focus on creating spaces that reflect our clients’ lifestyles, tastes, and hobbies — not our own. The one thing that we do bring to all our projects is a clean aesthetic. Whether it’s a traditional or contemporary space we always try to keep the design concept very focused.
FWR: It seems that appointing an interior designer is no longer something only celebrities and millionaires do! Who is your typical client?
NI: Very true. Interior design has become much more accessible. Our typical client is a 30-something couple (or family), living in San Francisco, who needs help creating a stylish and comfortable home. Niche Interiors is usually hired with a life change such as moving or expanding the family, and the budgets that we work with vary widely.
FWR: Tell us a bit about your design process. How do you get from vague concept to a concrete design?
NI: We create customized image books for each project. Client feedback on visual images is an invaluable tool that helps us create the design concept. We actually make lists of specific things that clients do or don’t like in the image books. For example, dislikes might be: Stripes, velvet, tufting. ‘Loves’ might be: Contrast, organic shapes, uneven textures. This helps in the creation of a specific design concept.
FWR: You’re obviously not afraid of pattern. What are your tips for using pattern in a home?
NI: Be bold and go for it! Mix patterns in similar tones and in contrasting scales. Small repeat prints mix well with medium or large repeats.
FWR: Do you have any tips for homeowners on a budget? How do they create a great look without spending a fortune?
NI: Start with a clear design concept and specific color scheme and don’t stray! Invest your money in good quality upholstery, rugs, and quality contractors. You can go low-end on things like side tables, lamps, pillows and occasional furniture.
FWR: I’m a big believer in the power of design to change the dynamics of life in a home – do you ever get feedback on whether your designs have impacted the lives of your clients?
NI: Yes, I do — and the feedback I get from clients is the most rewarding part of my job. Not only do we get comments about how beautiful the spaces look, but how much more comfortable and functional the spaces are for our clients. One of my favorite comments was: “We now sit in our living room every night because we love it so much — it’s very us but way better.”
FWR: What’s the biggest design challenge you’ve ever faced and how did you overcome it?
NI: That’s a tough one! I would have to say the TINY bathroom remodel we tackled in Bernal Heights last year. It was just under 6′ x 6′ and the only full bathroom in the house. We needed to keep the tub since the couple was expecting a baby. The 14″ deep wall-mounted sink saved the day. The glass tiles made the room feel a little bigger, and the skylight brought in much-needed natural light.
FWR: For those of us in San Francisco, what are your favorite design stores in the city?
NI: Monument and Past Perfect remain go-to sources for vintage finds. Kneedler-Fauchere in the design center has a beautiful array of furnishings and lighting. A quirky shop that I like to stop in once in a while is The Apartment on 18th Street — you never know what you will find there.
FWR: What do you think are the big interiors trends for 2011?
NI: Lighter woods, brass, traditional shapes, and tufting are all on their way back. I also think there is a shift away from the eclectic “anything goes” look towards more polished, put-together spaces.
FWR: Couldn’t agree more! So, what looks are you dying to try in an upcoming design?
NI: I’m dying to create a huge octagonal ottoman in a bold print. I also would love to switch gears and work on a really masculine tailored space with menswear details such as pinstripes, herringbone etc.
FWR: Sounds intriguing. I hope you get the chance. So, one more question on a topic close to my heart: You’re a great example of how interior designers can use social media to build their business. What does social media mean for you and how do you find time to stay engaged with it?
NI: Social media allows us to connect with potential and current clients and other trade professionals in a more informal setting. We love being able to instantly share the progress of a custom piece of furniture or before and after photos of projects. It’s fun, collaborative and gets people engaged. I will admit that it can be a challenge to keep up with everything — but our goals aren’t too lofty. We try to write one blog post per week — my junior designer Kerry and I take turns writing to keep the content fresh.
Thanks so much, Jennifer!