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Sophie Robinson
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15 Oct 18

How to grow your interiors brand

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Last month I was thrilled and honoured in equal measure to be invited to be part of Red Smart Women’s week. This is a wonderful initiative set by Hearst Live events to bring women together under one room and celebrate all things entrepreneurial. So I’m all over that! The itinerary was packed with fabulous and inspirational women from business, health, fashion to social media; Jo Malone, Melissa Hemsley, Clemmie Hooper and Caroline Hirons to name a but a few. However my event was titled “ How to build your interiors brand” and we were the first to sell out in a matter of days! So to find more about this hot topic, read on…

Hosted by the adorable Pip McCormac, Reds Lifestyle editor, the event was held in St James’s central London. My fellow panellists Kelly Hoppen, Linda Boronkay Design director from Soho house group and Jemma Ahmed Director of Global Insights at Etsy where all given the challenge to discuss the secret to interior brand success. This alone was a really interesting topic for me to prepare for as my interiors brand has only really emerged in the past few years. My career as an interior stylist meant that I never considered myself a brand, but prided myself on the fact that I could turn my hand to any style to suit a wide range of clients. It was never about me, and all about them. But with the rapid onset of social media, I now focus more time to my on line presence and viola a brand is born!

Sophie robinson with Jemma ahmed from etsy, kelly hoppen MBE, and Linda Boronkay from Soho house groupat Reds Smart women week

The panel included me, Jemma Ahmed from Etsy, Kelly Hoppen, and Linda Boronkay from Soho house

With this fast changing and very visual landscape I feel it’s never been more important to know your niche.  It’s essential in order to get recognised, to stand out from the crowd and appear an authority. Try and please too many people and your portfolio will just look washed out and forgettable. I’ve met lots of really amazing women on the Colour Psychology courses that I run with Fiona Humberstone, AKA The Brand stylist, and it’s a common problem. When we explain that first you need to actually know who your ideal clients are, then you attract them with your portfolio and branding. And then the big game changer, you start to say no to the clients that don’t support the vision for your brand and your company, that’s when really amazing things start to happen. If you only attract the right clients for you, then you do your best work, if lifts you up and work doesn’t even feel like work! Better still the client will be happier, as you were a great match from the get go, and you’ll probably put even more love and energy in their project if it’s something you believe in. Then your reputation flourishes, before you know it you’re in demand. And with that comes your ability to run a very lucrative business.

So in order to create a successful interiors brand you have to really know who you are and what you offer and like I say, don’t be afraid to be niche. I love colourful, creative and maximalist interiors and that’s all you’ll see on my instagram feed and blog. Even though I have designed hundreds of neutral schemes in my career, that’s not what I want to be known for, or what I really want to be doing. And as such I no longer get asked to design those sorts of interiors. If a brand or client doesn’t feel the right fit for my brand ideals then I don’t hesitate to say no. And since practising this, I’ve never been busier. It also helps you be memorable and again in this very saturated market that is key. I don’t wear ridiculously huge earrings for nothing!

Linda Boronkay, Design director of Soho House group sharing her design inspirations with guests

Social media is a brilliant way to communicate what you stand for as a brand and while it’s really hard work, it’s a good exercise to make you analyse what it is you offer and to whom, and even why! I love instagram, as it’s a wonderful networking tool. I’ve discovered some amazing fellow entrepreneurs and designers on the platform as well as getting areal understanding of my customer. I have people fly from all around the globe to attend my workshops and whenever I ask them where they found out about the course, they say ‘I follow you on instagram!’

One word of caution- as I know instagram can also be a massive time waster and can make us feel bad about ourselves or that we are missing out/ not keeping up. First of all remember its a heavily edited version of reality! I’m quite strict about who I follow. On my business account I only follow accounts that are inspiring and more importantly relevant to my business. I don’t see images of food or flat tummies on my interiors account- so I can keep focused on what I’m on instagram for. I do follow some fashion accounts but only those that keep me feeling positive and inspired, of which there are few! But I fully embrace social media, as a visual brand, instagram is where it’s at and it’s a wonderful platform to showcase your brilliance.

Kelly Hoppen shared how she borrowed her friends interior design portfolio in order to snag her first job. That’s the entrepreneurial spirit right there!

Next big headline is to have an awesome team of people behind you. My business has transformed since I took on a business coach, Elizabeth Cairns and subsequently a part time Virtual PA, the wonderful Maria. I was feeling exhausted and overwhelmed and because I was so used to running my business myself I just didn’t know how to delegate. I have now taken on Luisa Ferdenzi-Rouse, as Interiors Editor, who supports me keeping you up to date with all things interiors on the blog and the colour workshops that I run throughout the year.

One advantage of being a small interiors brand is you can remain fluid and I’d urge everyone, no matter what size, to keep a level of flexibility and be open to opportunity. Keep your eye on what’s going on in the industry and see if there are ways you can be adaptable to remain in the race. For example my industry, publishing, has changed immeasurably in the past five years and continues to do so. We now have instagrammers with more readers than the glossy shop shelf magazines so everyone has to change and adapt.

Pip McCormac talking to guests at Red Smart womens week

Pip McCormak, Red’s lifestyle editor catching up with guests of the event

My brand has evolved into something very multi faceted, it’s the ‘portfolio career’, that is a term that’s been bandied about. I have the media arm to my business, which is supported in the TV work and my Podcast The Great Indoors. Then there is my design work and styling which I do with the fabulous brands I collaborate with. And then the third part of the triangle is my workshops and courses that I run. But these different arms, are all linked together by my focus and passion for colourful and creative interiors and my mission to help people ban the beige in their own homes. So each element compliments and supports the other, while keeping my business fluid and above all interesting for me!

So in summary here are my top tips on creating a successful interiors brand
1. Do a job that fulfils your passion and plays to your strengths
2. Get the best team behind you
3. Show off your brilliance on social media and website
4. Be fluid and open to new opportunities
5. Have balls! (The confidence comes when you have all the above)
In sort, be brilliant, be memorable, be nice!

 

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You’re in the right place. 💛 Around here, we You’re in the right place. 💛
Around here, we don’t do beige boxes or design-by-numbers. This is a joyful, all-inclusive space where colour is celebrated and self-expression is the whole point.

I believe every room in your home should make you feel happy, positive, and 
unapologetically you. 

If that sounds like your kind of vibe, follow along!
✨ Save the ideas that make your heart sing
✨ Explore the joy of colour with confidence
✨And when you’re ready to dive in… there’s 25% off my incredible course How to Create a Maximalist Interior - all through May. Just use comment MAYJOY and I’ll send you the link.

Because great design isn’t just about how it looks - it’s how it makes you feel.


#dopamindecor #boldinteriors #interiorinspo #joyfulhomes #colourmyhome 
#interiordesigncourse #maximaliststyle
If like me you hate your shiny white UPVC windows If like me you hate your shiny white UPVC windows then this tip is for you!

I painted all of ours, inside and out, and it totally transformed our home (costing hundreds of pounds on paint rather than thousands of pounds replacing them with more traditional timber that would suit the Victorian character of our house better). 
The best thing about painting UVPC is with the right primer, there is no sanding or lengthy preparation. It’s important to make sure the frames are clean and dry, and then on with the All Surface Primer, which then ensures that the exterior acrylic eggshell, in a colour of your 
choice, can easily go on top. For many the beauty of UVPC windows is they don’t need decorating or maintaining, unlike timber windows. However, while these have not flaked or scratched yet (three 
years in) I know they will need a lick of paint at some point. But UVPC is a more stable substrate to traditional timber which cracks and swells, so the maintenance will be far less. 

And heres the best bit… you can’t tell the difference!

Works on Front doors and conservatories too! Would you try it? Let me know in the comments!

We used an All surface primer, mixed to match the top coat, of External eggshell in Lamp Black. Walls painted in masonry paint, in Lamp Black. All products @littlegreenepaintcompany 

#paintedwindows #upvcglowup #budgetrenovation #windowmakeover #diyhomedecor
I don’t know who needs to hear this today, but I I don’t know who needs to hear this today, but I’ve needed to hear it again and again this past year.

This little affirmation has carried me through some of the hardest moments of my life; navigating a divorce, facing the possibility of losing my home, and somehow still showing up for my business, my family, and my creativity.

And here’s the thing: I didn’t lose my home. 🏡 I’m keeping it. 🙌 That’s the biggest takeaway for me. Because in the midst of fear and uncertainty, I held on to hope. I kept creating. I kept believing.

Stress and anxiety can really crush creativity. They make us shrink, second-guess, and settle for less than we deserve. But when we give ourselves even the tiniest flicker of faith,  that’s when the magic can return.

So if there’s something you’re holding on for, don’t let go. Keep the faith. You’ve absolutely got this.

And if someone you love needs that reminder too — feel free to share this with them. 

#CreativeJourney #InteriorTherapy #DesignAsHealing #MyHomeMyStory #HomeInspo #LifeLately #PersonalGrowth #ThisIsRealLife #WomenSupportingWomen #OvercomingObstacles
Can you believe this unexpected May sunshine? It’s giving me total garden party vibes, and with that in mind here’s how I set the table outdoors, in my maximalist style!
- Layered pattern textiles, joyful colours, coloured glass, and flowers spilling over with abundance… because when the sun shines in spring, it calls for a table that celebrates more is more.
Everything here is from my new collection with @dunelmuk where I worked to create a collection that you could effortlessly mix and match, that way you can be creative and make it your own style statement. From furniture to tableware, textiles to glassware it’s a full more is more collection! Let’s hope that sun keeps shining as I think we are in for a beautiful summer!
Before ➡️ After From beige to boom! My bathroo Before ➡️ After
From beige to boom! My bathroom is now full of colour, joy and serious personality. Proof that interior design can totally shift your mood and how you feel in your home.

Want to do the same? My online course ‘How to Create a Maximalist Interior’ gives you the tools to design boldly and beautifully — your way.

Get a whopping 25% off all May just comment MAYJOY and I’ll send you the link 🙌
Because design should feel amazing and I can’t wait to show you how.

#MaximalistInteriors #BathroomGlowUp #BoldDesign #ColourLover #SophieRobinsonInteriors #FeelGoodDesign
A monthly round up of a very busy April. Mostly ma A monthly round up of a very busy April. Mostly made up of Easter and plenty of birthday celebrations. Love how this time rolls in fresh optimism and joyful colour!
1. Spring flowers bringing all the joy. 
2. I just invested in a sonic cleaning brush and attacked all the grout. Result! Kicking off the season for Spring cleaning and sorting!
3. Celebrating the launch of my new doll! Courtesy of the latest AI viral trend! 😂
4. Bracing sea swims under the blue skies with @sophieabbottartist @jothornephotography 
5. Easter table. featuring the stunning Dhalia Bunch Fabric from my collection with @harlequinfw
6. Easter eggs
7. Spring walks delivery all the feel good vibes
8. The bluebells are out!
9. My boy turns 14!
10. who remembers the joy of magic candles! 😂
11. Working with the jeweller @vivienne.ridley on a very special commission
12. The jewellers worktop! 
13. My bestie @sophieabbottartist turns 50!
14. Throwing a little surprise by spamming her house with bunting and glitter
15. working the red carpet at the @bafta craft awards
16. my gorgeous date for the evening @edwardrobinsonid 
17. The special @vivienne.ridley commissioned necklace for @sophieabbottartist birthday. including a sentimental family diamond, freshwater pearl and gold plated name tag.
18. Lunch at @burntorangeuk honestly the best food i’ve been served in Brighton 
19. My best girls @sophieabbottartist @attunedlandscapes
I’ve always said—when the budget’s tight, th I’ve always said—when the budget’s tight, that’s when the real creativity kicks in. If you’ve been watching @interiordesignmasters, you’ll know exactly what I mean. Tiny budgets, tight timelines… and yet the designers deliver seriously awe-inspiring results!

My biggest tip? Take your time, because you’re not in a TV show! I’ve been decorating this house for 9 years, and it’s only just (almost!) finished. Sometimes that means saving up 
to splurge on the perfect piece. Other times it’s about stretching the budget with pre-loved or vintage finds—or patiently waiting for the sales to roll around.

Either way, I truly believe the go-slow approach gives you better results, helps you stay on budget, and creates a home that feels perfectly you.
But—here’s the catch—you need a plan.
Want more tips like this from me? Drop VIP in the comments and I’ll send my design secrets straight to your inbox 💌✨


#DecoratingOnABudget #InteriorInspo #ColourLover #BoldInteriors #CreativeInteriors #BudgetFriendlyDecor #HomeStyleTips #MaximiseYourBudget #HighStreetHome 
#InteriorsWithImpact #PaintPower #DIYDecor #InteriorDesignTips #SmartSpending
There are no words to describe the gratitude I fee There are no words to describe the gratitude I feel for this home.

This house isn’t just where I live — it’s my sanctuary, my creative expression, the beating heart of my family, friendships, and of course, my business. I’ve always put huge importance on making a house feel like home and see it as the foundation to my feeling of ease and happiness. 

When my marriage ended, I faced the devastating and very real possibility of losing it all. But I refused to give up on the home I’d always dreamed of.

I leaned into every manifestation tool I knew (vision boards, mindset shifts, deep emotional work) to not just create this home, but to keep it when it mattered most.

And now, I want to share exactly how I did it! 🎉

On 15th May, I’m hosting my At Home Masterclass — a chance for you to step inside my world, see my home for yourself, and learn how to manifest your dreams and design the interiors (and life) that truly light you up.

If you feel the pull, this is your invitation.

Spaces are very limited — if you’ve been waiting for a sign, this is it!

Just pop the word ‘Masterclass’ into the comments below 👇and I’ll DM you the details.

Because home is where the heart is. ❤️
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