The story of Interior Couture
Our job is to create a beautiful, comfortable and inspiring backdrop to your life. So, it’s only fair, to share a little about us.
Owner Elaine Williams, grew up being crazy about interior design. Endless childhood bedroom re-arrangements followed (a classic symptom..). Persuaded to be “serious” about a career, she headed to university to read law, and of course endlessly rearranged and redecorated her student room. Her only certainty was she wanted to be in the centre of things, which meant London. She duly headed to town, and became a leading family lawyer, divorcing the rich and famous for twenty years, honing an eye for detail with rigorous organisational skills.
She was now consistently also rearranging her office, whilst dipping into the London property market, designing and refurbishing in Greenwich, Holland Park and Notting Hill
Despite enjoying the intellectual challenge of her work, and the relationships with clients, the highlight of the week was still buying and devouring a huge international set of interior design magazines every Saturday morning with her coffee, and regularly visiting design shows, art galleries, museums and antique fairs.
A chat with a close architect friend - shout out to the brilliant Adam Richards - led to change. He simply queried, as they spent the day at yet another interiors trade fair, whether she was in the wrong career. The dye was cast.
In 2004, Elaine decided to take a chance on what she loved, left the law, travelled Europe soaking up inspiration, and then enrolled at the prestigious Inchbald School of Design, attaining a Postgraduate Diploma in Architectural Interior Design. A planned Masters in the same subject was kicked into touch, as she started her own interiors business straight from School, and it took off, leaving no time for academic work. A former client, who owned a construction company, became her new mentor in all things practical about the industry, and then a working colleague as her projects quickly took on construction elements. Since then she has built a strong team of talented makers and tradespeople, and interesting and reliable suppliers, and has nurtured the careers of many aspiring designers as they worked as assistants or paid interns over the years.
The founding of Interior Couture over twenty years ago, in 2005, has allowed Elaine to blend her passion with her work. She brings a designer’s imagination and a lawyer’s rigour to every project, uniquely creative and highly organised in equal measure. She loves continuing to learn about design and design history, makers and movements, and still visits trade fairs in Milan, London, Paris, Sweden and New York, with the same enthusiasm as ever.
Clients have become repeat clients, and often friends, as their lives unfurl, circumstances change, and their needs evolve. This has become one of our proudest achievements.
Elaine now divides her time between London and Italy, learned to speak Italian, and so sources suppliers and antiques across both the UK and Europe. In her atelier among the Puglian olive groves (a journey via Rome), and inspired by ancient Mediterranean ceramics, she is also developing a ceramics practice rooted in ancient local traditions in her free time.
Modern Interiors.
With a traditional sensibility
We have the quiet conviction that luxury isn’t loud. It’s felt in the comfortable flow of daily life, in the ease of moving through your space, in the calm it brings you at the end of the day.
Practicality made poetic. Always.
What we believe in.
And what we don’t.
Yes
Contrasting the architectural bones of a building with antiques, vintage pieces, and contemporary sculpture and art - bringing depth and a layering of eras that creates an instant sense of belonging. In London this can mean restoring the delicate panelling and cornicing of Georgian and Victorian properties and layering the schemes with antiques, contemporary art, modern pieces and timeless furnishings. In Italy it can mean juxtaposing modern furnishings against ancient plaster, frescoed walls and vaulted ceilings.
Faded grandeur, patina and industrial metals contrasting with soft linens; sumptuous velvet against hot rolled steel; veined marble against frayed linen. Our favourite colour is always the one that changes as the light falls on it throughout the day and you can never quite name.
Craftsmanship and pride in one’s work from everyone involved in the project, from designer through to contractor.
Immediately, no
Cookie-cutter schemes, endlessly duplicated
Trends
Colour of the year
Soulless “‘luxury” schemes, swathed in shiny nylon greige velvet, and replicated ad nauseam
Orange wood
Everything being tagged with the word “‘designer”
Faux materials and cheap copies. Buy cheap buy twice
Not challenging the architect if the designer has a better idea for a way of living within the home. We approach every project from the inside out. Architects work from the exterior in. We work from how you live, outwards
Synthetic fabrics
Bulky padded curtains, ugly linings, and elaborate window treatments
Cushions being “chopped”
Anything “‘design” the contractor suggests!
Source the world
From our base in South Kensington, we work across the UK and Europe, developing an international network of exceptional contractors, craftsmen, trades and specialist finishers over two decades.
A love of European architecture, atmosphere and design influences everything we do, from concept ideas to sourcing items.
There is nothing more enjoyable than immersing oneself in new designs at the Salone del Mobile in Milan, the Maison et Objet fairs in Paris, wandering the antique markets in Arezzo, diving into the Parma Antiques Fair, meandering medieval streets behind the Vatican to uncover an extraordinary bronzista, or screeching to a halt at a roadside marble yard in Italy on glimpsing the perfect slab. From all of this, design magic is made.
Our approach is deeply personal and exactingly tailored. No formula, no fuss. The result is a home that feels considered, grounded in its locale, and unmistakably your own.
Shall we...?
So, whether you are embarking on a full renovation or reimagining a single space, and have a love of mixing antiques with modern comfort, contemporary art and European style - if what we have said speaks to you …
