In conversation with Ju De Paula

Today we have a chat with the bubbly Ju De Paula aka Ju! You probably recognise her from The Interior Design Masters on BBC and Netflix. She burst onto screen with her love of joyful interiors with clashing patterns and bold colours. 

When did you realise your passion for interior design?

Ever since I was a kid, I used to be obssesed with a doll house I had. I would constantly be re-designing the rooms. My mother also loved colour and pattern and she would be constantly switching things up back home and it toally inspired me. My love just continued from then. I am a bit of an introvert, so I would much rather spend time at home rather than going out, so to me its important that the home makes you feel good. 

What was your journey into the world of interiors?

My story starts when I was working in a high end furniture store in Brazil  (where I was born). I then came to London on holiday and totally fell in love with it - so I moved here in 2005.  My goal on moving to the UK was to work with the Designers Guild, but it was quite hard as I couldn't speak english. I remember that when I sent my CV to them, they loved it but my interview was rubbish due to my poor English.  After that I really focused on improving my language skills, while working in other furniture stores here such as Armani Casa. One of my customers at the time was an interior designer who had a really big project who invited me to go work for her - so I did. After a while I set myself up as a solo while landing a part time job at the Designers Guild store. It really helped me hone my craft working with colour and pattern.  I was working as a full time designer, but after having kids I decided to shift focus onto online service. I have a weekly meeting with members of my design courses remotely to help them with their interiors. It allows me to really broaden my reach to clients and teaches them about the process of design. All the while helping them access an interior designer without the usual price implication.

What is your process when tackling an interior design project?

I always start from the client. I need to know what they like, what their interests are, what inspires them, what brands they like. It helps me really understand my clients needs and then I can help make the home represent their own personality and soul. The rooms I design must have a great feeling. If the room I create doesnt put a smile on someone's face, then it's not a good scheme.  These are my starting points, and then I build a scheme around this. It is a very involved process because the home is more than just a house - it is the place of warmth and sanctuary  - so it has to reflect you and inspire you. Great design is never about just copying a beautiful room seen on a magazine, it is about so much more than that. 
We have a considered layout and plan for all the pieces they may want to keep, a great space has to function properly as well as look amazing. We also discuss budget too, I always try to use the budget wisely to maximise how much bang they can get for their buck. I then develop mood boards with concepts and move onto sourcing and installation.

How would you describe your aesthetic? 

My style is all about feeling good! Very floral, colourful and patterned. Some may say playful with an Alice In Wonderland twist. Now clients that come to me, know about my style and love of colour therefore I never have that negotiation with a hesitant or reluctant client as what I do is very clear. I am happy to encourage my clients to be braver and more confident with their use of colour. We discuss their psychology and what the options for introducing colour and pattern are. 

What piece of work are you most proud of?

It will have to be my own home. I am so happy with how it came out and thrilled that it was featured on one of my all time favourite blogs - Design Sponge​.  From that I've been featured on multiple magazines and in a way I am most proud of it for reflecting what my signature style being so true to who I am and what my brand represents. 

What is a typical day for you?

I always wake up at 6 and do a bit of meditation and write in my gratitude journal. After sorting the kids out and giving the house a quick clean (I just cannot focus if the house is messy) - in the background I always have a podcast or audiobook on. My day is then very varied, it could either be back of house business (like writing emails, working on marketing strategies, blogging, social media) or more client facing such as working on my members course work and coaching. Most people don't realise that being an interior designer is 90% business management and 10% design!

What would you say is the biggest no-no in interiors?

Just copying something without properly applying it to the space. You need to consider the differences in light, orientation and functional demands on a room before you just buy something for it - otherwise it is just generic.  Oh and I also can't stand crushed velvet!

One trend that you love?

To be honest, I don't really pay that much attention to trends. But I do love the increased use of great vintage furniture - it's not really something that I could do in Brazil but definitely seen it done a lot more here. Also, the increasing bravery of people to experiment with florals and bold colour.

One trend that you hate?

Glitter painted furniture and crystal button back headboards!! It is just not right - put it in the bin with the crushed velvet.

How do you think interior design is represented by the media?

I think it's good that people are getting inspired by interior design on social media and on TV. It helps them create happier spaces to live in and that is always a good thing. Sometimes on TV shows the limitations of time and money really challenge you, because you know that you could do so much better if only you had an extra few days or a bit more budget. The other good thing is that it inspires people to pursue careers into interior design, which is fabulous.