How These Interior Designers are Transforming Their Industry
Meet the interior designers pushing for more diversity in their field – and discover how to support their mission
In this new series, Redefining Design, we’ll be meeting professionals in the design and renovation industries who are innovating, doing things differently and inspiring change. To kick things off, the spotlight is on those striving to boost diversity within interior design.
When Alex Dauley of Alex Dauley Design and Sophie Ashby of Studio Ashby founded their charity, United in Design, their goal was simple: to make the industry they both work in feel more accessible, both to aspiring designers and potential clients.
The organisation, which the two designers set up during lockdown in 2020 against the backdrop of the Black Lives Matter protests, aims to open up their industry to more designers from black, Asian, ethnic minority and socio-economically disadvantaged backgrounds – and the results of this work will benefit us all.
When Alex Dauley of Alex Dauley Design and Sophie Ashby of Studio Ashby founded their charity, United in Design, their goal was simple: to make the industry they both work in feel more accessible, both to aspiring designers and potential clients.
The organisation, which the two designers set up during lockdown in 2020 against the backdrop of the Black Lives Matter protests, aims to open up their industry to more designers from black, Asian, ethnic minority and socio-economically disadvantaged backgrounds – and the results of this work will benefit us all.
What are the numbers?
“It’s really difficult to get the numbers, because there isn’t one centralised body to which interior designers are affiliated,” Alex says. There are the Society of British & International Interior Design (SBID) and the British Institute of Interior Design (BIID), but not all designers are registered with either organisation.
Alex cites a diversity survey the latter body ran in 2021 completed by only 300 designers, just 4% of whom identified as black or Asian. “But as we know, there are thousands of interior designers in the country,” she says.
Alex was also noticing, from her work as a tutor, that there was a lack of diversity coming through the doors of the design schools. She initiated conversations with peers of colour to understand their challenges and experiences and hear what they felt needed to happen to address the issues of inequality she was observing.
After she and Sophie joined forces, they did more of their own research, gathering anecdotal evidence from trade shows, professional top 100 lists, companies they worked with, and their peers. “We found what we already knew: they’re [largely] devoid of ethnic minority groups,” Alex says.
“It’s really difficult to get the numbers, because there isn’t one centralised body to which interior designers are affiliated,” Alex says. There are the Society of British & International Interior Design (SBID) and the British Institute of Interior Design (BIID), but not all designers are registered with either organisation.
Alex cites a diversity survey the latter body ran in 2021 completed by only 300 designers, just 4% of whom identified as black or Asian. “But as we know, there are thousands of interior designers in the country,” she says.
Alex was also noticing, from her work as a tutor, that there was a lack of diversity coming through the doors of the design schools. She initiated conversations with peers of colour to understand their challenges and experiences and hear what they felt needed to happen to address the issues of inequality she was observing.
After she and Sophie joined forces, they did more of their own research, gathering anecdotal evidence from trade shows, professional top 100 lists, companies they worked with, and their peers. “We found what we already knew: they’re [largely] devoid of ethnic minority groups,” Alex says.
How did the plan unfold?
When Sophie said she could take on a trainee for three months, it sparked a much bigger idea. Alex explains, “We thought, what if we added another three companies to that – then it could be a year-long programme.” The idea of a paid apprenticeship scheme was born.
Alex, who retrained, aged 31, at the KLC School of Design, had an industry mentor by her side when she graduated and set up her own company, so she knew the value of this kind of professional relationship. Consequently, she suggested they also put out a call for mentors.
Alex had also been impressed by Chance 2 Dance, a schools outreach scheme that had resulted in her daughter getting into the Royal Ballet School, and wanted somehow to replicate that.
Now, less than three years later, alongside the apprentice scheme, United in Design matches young designers with mentors and runs career guidance events, as well as having its own education outreach programme.
The charity also works closely with an ever-increasing number of UK interior design firms. “It’s been so well received and supported,” Alex says. “We have companies joining us all the time, supporting in various ways – from mentoring to donating money, providing prizes, offering apprenticeships. There are lots of ways people can get involved.”
When Sophie said she could take on a trainee for three months, it sparked a much bigger idea. Alex explains, “We thought, what if we added another three companies to that – then it could be a year-long programme.” The idea of a paid apprenticeship scheme was born.
Alex, who retrained, aged 31, at the KLC School of Design, had an industry mentor by her side when she graduated and set up her own company, so she knew the value of this kind of professional relationship. Consequently, she suggested they also put out a call for mentors.
Alex had also been impressed by Chance 2 Dance, a schools outreach scheme that had resulted in her daughter getting into the Royal Ballet School, and wanted somehow to replicate that.
Now, less than three years later, alongside the apprentice scheme, United in Design matches young designers with mentors and runs career guidance events, as well as having its own education outreach programme.
The charity also works closely with an ever-increasing number of UK interior design firms. “It’s been so well received and supported,” Alex says. “We have companies joining us all the time, supporting in various ways – from mentoring to donating money, providing prizes, offering apprenticeships. There are lots of ways people can get involved.”
What’s the potential for change?
“[Homeowners] may feel interior design is only for certain types of people,” Alex says. “[More diversity] helps those from varied backgrounds to see they could hire a designer who looks like them or has similar experiences or a similar background.”
She adds that it’s not that a good designer can’t be flexible, but more about homeowners feeling interior design is accessible to them and being able “to hire someone who they feel may just ‘get it’, for what is ultimately a deeply personal job”.
Businesses, meanwhile, could be opening up a whole new revenue stream, particularly as more and more people want to work with companies that are diverse and inclusive.
“We also believe strongly that businesses will benefit from people bringing different experiences and heritage – it can only make for better design within the team,” Alex says. “Maybe in 15 years’ time we won’t need to exist, because everything will be so much more colourful and inclusive. I hope so.”
Find a huge range of interiors professionals in the Houzz Professionals Directory.
“[Homeowners] may feel interior design is only for certain types of people,” Alex says. “[More diversity] helps those from varied backgrounds to see they could hire a designer who looks like them or has similar experiences or a similar background.”
She adds that it’s not that a good designer can’t be flexible, but more about homeowners feeling interior design is accessible to them and being able “to hire someone who they feel may just ‘get it’, for what is ultimately a deeply personal job”.
Businesses, meanwhile, could be opening up a whole new revenue stream, particularly as more and more people want to work with companies that are diverse and inclusive.
“We also believe strongly that businesses will benefit from people bringing different experiences and heritage – it can only make for better design within the team,” Alex says. “Maybe in 15 years’ time we won’t need to exist, because everything will be so much more colourful and inclusive. I hope so.”
Find a huge range of interiors professionals in the Houzz Professionals Directory.
How does it work in practice?
The United in Design apprenticeship scheme facilitates a year’s worth of paid training across four different interior design companies, each of which interviews and chooses candidates from the UiD pool.
“Working across the four different companies gives the trainees a really rounded experience,” says Bunny Turner, of interior design practice Turner Pocock, which was one of the first to sign up with UiD and offer apprenticeship placements.
“We’ve always been supportive of young people coming into the industry,” she continues, adding that she and her business partner, Emma Pocock, are conscious of the lack of diversity within their industry and determined to create a working environment that welcomes people from all backgrounds and ethnicities.
The scheme has come full circle for a number of the trainees, who now have full-time employment as designers following the 12-month programme.
The United in Design apprenticeship scheme facilitates a year’s worth of paid training across four different interior design companies, each of which interviews and chooses candidates from the UiD pool.
“Working across the four different companies gives the trainees a really rounded experience,” says Bunny Turner, of interior design practice Turner Pocock, which was one of the first to sign up with UiD and offer apprenticeship placements.
“We’ve always been supportive of young people coming into the industry,” she continues, adding that she and her business partner, Emma Pocock, are conscious of the lack of diversity within their industry and determined to create a working environment that welcomes people from all backgrounds and ethnicities.
The scheme has come full circle for a number of the trainees, who now have full-time employment as designers following the 12-month programme.
Turner Pocock had a junior designer vacancy to fill when they took on their first apprentice, a doctor from Kenya who’d retrained in interior design. Bunny says they would have loved to employ her, but, as she came to Turner Pocock first then went on to three more companies, she’d already been snapped up by one of them by the time she’d completed her 12-month stint, illustrating perfectly how effective the scheme is for both trainees and employers.
Everyone Turner Pocock had originally interviewed for the apprenticeship had also impressed them. One of these other candidates, Mahaylia Irish, particularly stood out. “She was super-impressive and likeable and we just knew she’d fit in well with the team,” Bunny says. They got her back in for a short period of paid work experience, then hired her as a junior designer.
Everyone Turner Pocock had originally interviewed for the apprenticeship had also impressed them. One of these other candidates, Mahaylia Irish, particularly stood out. “She was super-impressive and likeable and we just knew she’d fit in well with the team,” Bunny says. They got her back in for a short period of paid work experience, then hired her as a junior designer.
What do former apprentices say about the scheme?
“It creates a sense of accessibility”
Before Mahaylia was employed by Turner Pocock, she had graduated from university with a first in architecture and had a semester studying in Milan under her belt. “I first heard about United in Design in October 2020 on Instagram – I think my algorithm had been in my favour, as this was during my intense search for my first interior design job,” she says.
“I was drawn to the apprenticeship programme for two reasons: firstly, it was targeted at graduates and, secondly, it gave me confidence knowing the charity was established to address diversity within the industry,” she continues. “As a graduate with no professional work experience, you often feel as though you don’t have the skills required to apply to many of the jobs that are being posted, as junior roles often state ‘1-2 years of professional experience required’.
“A huge positive effect of the UiD scheme is that it creates a sense of accessibility for people like myself, whether recent graduates or people from ethnic minorities,” she says. “The scheme has allowed for numerous connections with people in positions who have the means to influence. This in turn allows for opportunities, opens doors.
“United in Design has made the industry feel more accessible and created an open conversation around diversity within it,” she adds. “This awareness has encouraged a healthy dialogue and merits inclusion based on skill and capability.”
“It creates a sense of accessibility”
Before Mahaylia was employed by Turner Pocock, she had graduated from university with a first in architecture and had a semester studying in Milan under her belt. “I first heard about United in Design in October 2020 on Instagram – I think my algorithm had been in my favour, as this was during my intense search for my first interior design job,” she says.
“I was drawn to the apprenticeship programme for two reasons: firstly, it was targeted at graduates and, secondly, it gave me confidence knowing the charity was established to address diversity within the industry,” she continues. “As a graduate with no professional work experience, you often feel as though you don’t have the skills required to apply to many of the jobs that are being posted, as junior roles often state ‘1-2 years of professional experience required’.
“A huge positive effect of the UiD scheme is that it creates a sense of accessibility for people like myself, whether recent graduates or people from ethnic minorities,” she says. “The scheme has allowed for numerous connections with people in positions who have the means to influence. This in turn allows for opportunities, opens doors.
“United in Design has made the industry feel more accessible and created an open conversation around diversity within it,” she adds. “This awareness has encouraged a healthy dialogue and merits inclusion based on skill and capability.”
“One opportunity can change someone’s life”
Isaac Nwaku is also a former UiD apprentice and an interior architecture graduate; he’s now employed as a designer at kitchen company Eggersmann Design.
“After I graduated from my university degree, I struggled to get my foot in the door in any design practices in London and – after a year of looking – had to take work outside of London, doing a job not really suited to my degree,” he says.
“When the BLM protests happened, Sophie Ashby had posted that she wanted to do more within the design industry, and offered to have a conversation with anyone struggling,” he continues. “We managed to have a few Zoom meetings during lockdown – conversation and career advice – and Sophie mentioned the charity and the opportunity to apply for the apprenticeship.”
Isaac was accepted onto the programme and says he built a good relationship with his current employers – who’d originally taken him on as a UiD apprentice. “Gary, the director, was very invested in my development and still is to this day,” he says.
Was the industry’s lack of diversity ever off-putting for him? “No, I never really let that stop me. I acknowledge the lack of diversity, and I hope I can help towards creating a better culture where we can offer new people and designers from different backgrounds an easier route into the design world,” he says.
“I’m proud of how many companies have got involved, and the new designers who are getting their chance to shine,” he adds. “I hope the industry continues to develop this scheme, and that we’re fully invested long-term in making the [necessary] changes to achieve a more diverse culture within the design industry. Because, as I know, one opportunity can change someone’s life.”
Isaac Nwaku is also a former UiD apprentice and an interior architecture graduate; he’s now employed as a designer at kitchen company Eggersmann Design.
“After I graduated from my university degree, I struggled to get my foot in the door in any design practices in London and – after a year of looking – had to take work outside of London, doing a job not really suited to my degree,” he says.
“When the BLM protests happened, Sophie Ashby had posted that she wanted to do more within the design industry, and offered to have a conversation with anyone struggling,” he continues. “We managed to have a few Zoom meetings during lockdown – conversation and career advice – and Sophie mentioned the charity and the opportunity to apply for the apprenticeship.”
Isaac was accepted onto the programme and says he built a good relationship with his current employers – who’d originally taken him on as a UiD apprentice. “Gary, the director, was very invested in my development and still is to this day,” he says.
Was the industry’s lack of diversity ever off-putting for him? “No, I never really let that stop me. I acknowledge the lack of diversity, and I hope I can help towards creating a better culture where we can offer new people and designers from different backgrounds an easier route into the design world,” he says.
“I’m proud of how many companies have got involved, and the new designers who are getting their chance to shine,” he adds. “I hope the industry continues to develop this scheme, and that we’re fully invested long-term in making the [necessary] changes to achieve a more diverse culture within the design industry. Because, as I know, one opportunity can change someone’s life.”
Tell us…
Do have any great stories to share about how you’ve seen companies working towards inclusivity and diversity? Let us know in the Comments.
Do have any great stories to share about how you’ve seen companies working towards inclusivity and diversity? Let us know in the Comments.
“Black Lives Matter sparked a lot of conversations and people began looking inwardly,” Alex says. “We realised our industry isn’t particularly inclusive and I was quite vocal about it on social media from a standpoint of, ‘Well, what are we going to do about it?’”
Simultaneously, Sophie was speaking up on social media and acknowledging the exclusivity of her industry and how that all-important first ‘foot in the door’ is so often kickstarted by established connections. A magazine editor who knew both Sophie and Alex, and saw how their views were aligned, introduced the pair.
It was 2020 and so – naturally – they had a Zoom meeting, hit it off, and decided to take action together, which quickly snowballed into them setting up United in Design (UiD) as a charity. “I had no idea how to go about any of it,” Alex laughs, “but Sophie and I are both do-ers.”