The Evolution of Our Approach: How We’ve Refined Things Over 16 Years
- Jennifer DeWitt
- Sep 8
- 3 min read
A confession after 16 years of owning an interior design business: When I look back at my earliest projects, I cringe a little.
Not because they were terrible. They weren’t, but because they were so clearly the work of someone who thought interior design was primarily about making things look pretty.
I had no idea I was actually in the problem-solving business.
Where I Started 16 Years Ago
Sixteen years ago, my process went something like this: I would meet with a new client, discuss their style preferences, and create beautiful rooms that matched those preferences, patting myself on the back for a job well done.
It worked fine, but it wasn’t strategic. It wasn’t transformative. It was decorative.
How My Process Has Evolved
The evolution began when I started asking different questions.
Instead of “What’s your favorite color?” I began asking “How do you actually live in this space?” Instead of “Do you prefer traditional or modern?” I started with “What isn’t working about your current setup?” Instead of focusing on style, I became obsessed with function.
That shift changed everything.
Suddenly, I wasn’t just creating beautiful rooms. I was solving problems. The kitchen that never had enough prep space. The living room where family members always ended up scattered to different areas of the house. The bedroom that somehow never felt restful despite being perfectly decorated.
The most important lesson? Beautiful spaces that don’t work properly aren’t actually beautiful at all.
Our Strategic Design Approach
This realization led to what I now call our strategic design approach. Every project begins with a deep dive into how our clients actually live, work, and move through their spaces. We look at daily routines, entertaining patterns, family dynamics, even work-from-home requirements that didn’t exist when we started 16 years ago.
Only after we understand the functional requirements do we start talking about aesthetics.
This approach has completely transformed not just our design process, but our client relationships. We’ve moved from being decorators who make things pretty to strategic partners who help people live better.
What This Has Meant for Our Clients
The results speak for themselves. Clients don’t just love their spaces. They function better in them. Families spend more time together. Home offices actually support productivity. Kitchens facilitate both daily meals and dinner parties. Bedrooms promote better sleep.
But perhaps the most significant evolution has been our understanding that truly strategic design extends beyond the walls of your home. The same principles that help us create spaces where you feel confident and comfortable can help you feel confident and comfortable anywhere.
What’s Next
All of this is why I’ve been loving sharing more about my personal style with you as well.
It’s the natural evolution of 16 years spent helping people create environments that reflect their best selves. Now we can help you become the most confident, polished version of yourself in any environment.
The best design, whether it’s for your home or your wardrobe, starts with strategy, is guided by function, and results in something that’s not just beautiful, but beautifully suited to you.
Ready to experience strategic design for yourself? Book a call with our team now.
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