26th December 2023 | IN EXPERT INSIGHT | BY SBID ShareTweetPinterestLinkedIn Jonathan Sethna, Founder and Director at Jonathan Sethna Interiors has given his insights into the industry. Cumberland Mansions, Marylebone Why did you want to work in the interior design profession? My journey into interior design wasn’t a straight path. I started off selling aftershave in London’s West End and faced setbacks with two failed YTS placements to name but a few. However, realising the need for change, I returned to education and took an access course in interior design located in Bond Street, where the new Elizabeth Line tube station is now sited. During the access course and subsequent degree and post graduate degree, I paid the bills by working behind bars and on the doors evenings and weekend. Merging my experiences in pubs with design, it was here that I got my first taste of the design world focusing on the creative overhaul of bars, pubs and in particular JD Wetherspoon pubs all across the UK. This hands-on blend of education and real-world application sparked my passion for interior design, turning what once seemed an unlikely path into a fulfilling and creative profession. The Law Society, Chancery Lane Which elements of your profession do you enjoy the most? The most gratifying aspects of my work in interior design are the diverse interactions with people from all walks of life. Whether it’s collaborating with the CEO or chatting with the cleaner, I will give anyone my time and respect in equal measure. The profession’s constant variety captivates me, from designing prestigious spaces like The Law Society or Freemason Headquarters to transforming the interiors of local pubs and chip shops, you just don’t know what’s next. What brings me immense joy is orchestrating vibrant and creative design schemes and witnessing the delight on my clients’ faces as their projects materialise. It’s the blend of human connection, diverse challenges, and creative fulfilment that makes interior design my passion. The Playground, South Croydon What has been your most memorable career highlight from the past year? The standout project of the past year was undoubtedly the transformation of a three-bedroom property in Knightsbridge, formerly owned by Claudine Auger, the Bond Girl from Thunderball. My meticulous client pushed for perfection, leading to a complete strip-out and overhaul of the property. The interior design showcased stunning feature elements, including the geometric brass-effect and mirror full height feature doors, bespoke joinery such as the beautiful kitchen with brass inlay units, fluted marble and sumptuous velvet banquette seating. The elements blended the existing heritage of the property, with striking modern aspects which completely transformed the look with dramatic effect. Beyond the design triumphs, the project fostered a genuine connection, turning my client into a friend. This transformation stands as a testament to the successful collaboration and shared vision that defined our working relationship. Shirley Hills, Surrey What are your favourite types of projects to work on and why? I absolutely love the challenge of any type of project. However crafting memorable experiences within the realm of restaurants and bars, means that I can return and enjoy the experience for myself once the projects are completed. Space planning, to me, is like unravelling a captivating puzzle, and when the layout clicks, you can feel it. I revel in infusing these spaces with vibrant colours, textures, and artwork, adding a touch of fun that resonates with clients and their customers. There’s an art to creating an atmosphere that not only looks visually appealing but also enhances the overall dining or social experience. Transcending lighting is very important in creating ambience, as is the provision of more private and cosy spaces which offer intamcy. Restaurants and bars provide the perfect canvas for me to blend my love for spatial design with the joy of bringing life and character to each unique setting. Chipsy, Hatch End What are the most challenging aspects of working in interior design? Interior design poses multifaceted challenges, encompassing both tangible and intangible obstacles. Invisible boundaries emerge in the form of diverse client preferences, demanding a delicate balance to create spaces that please everyone. Concurrently, physical limitations arise, navigating through spatial constraints and structural intricacies. Budget constraints add an additional layer of complexity, requiring designers to innovate and optimise resources. Unforeseen issues, often beyond control, disrupt timelines and may incur cost implications, impacting the overall budget. Independent designers grapple with the frustration of chasing payments, a common woe for small business owners. External factors, such as Brexit, the enduring impact of Covid, and the economic downturn, further amplify challenges, necessitating adaptive strategies to weather industry fluctuations. In this dynamic landscape, interior designers must not only showcase creativity but also demonstrate resilience, adaptability, and financial acumen to thrive despite the ever-evolving challenges. Easier said than done, right? United Grand Lodge of England, Holborn What do you wish you knew before working in the field? Reflecting on my interior design journey, the toughest question remains what I wished I knew before entering the field. Establishing Jonathan Sethna Interiors earlier, ideally before 2014 is a regret, but timing and personal circumstances played a pivotal role. Working with renowned firms like Fox Linton Associates, KCA International, Hill House Interiors, and Blacksheep provided invaluable experience. Yet, my most profound and educational years were spent under the mentorship of Martin Hulbert and Mary Fox Linton at Fox Linton Associates. The lessons learned there, both in design prowess and business acumen, have been the cornerstone of my career, underscoring the importance of mentorship and timing in this intricate industry. St Georges Hill, Surrey If you could give one tip to aspiring designers, what would it be? Aspiring designers should embrace a continuous learning mind-set by extracting valuable lessons from each workplace, absorbing both positive and negative aspects. Prioritise thoughtful decision-making by taking a step back, allowing ample time for mental processing and visualisation of intricate details. Cultivate resilience by avoiding engagement in office politics, fostering a can-do attitude instead. This approach not only fuels personal growth but also contributes to a positive work environment, enabling designers to refine their skills, maintain clarity in decision-making, and navigate professional challenges with a constructive mind-set. Office Refurb, Chichester West Sussex How do you see the interior design industry evolving in the year ahead? Amidst a turbulent world and economic crisis, the interior design industry faces inevitable ripple effects like most other industries. However, in the coming year, I anticipate transformative opportunities emerging. Life moves forward, bringing opportunities that may not have been apparent before. I view this period as an ideal time to scrutinise and recalibrate strategies, re-evaluating existing providers to ensure alignment with the evolving landscape. By embracing change and staying agile, designers can position themselves to not only navigate the current challenges but also uncover avenues for innovation and growth. Portman Square, Marble Arch What does being an SBID Accredited Interior Designer mean to you? Being an SBID Accredited Interior Designer is a profound validation in the industry, signifying my commitment to strive for excellence. It provides a sense of belonging to a collective of like-minded professionals, fostering collaboration with new services and providers. Participation in the ‘Meet The Buyer Event’ in November was enriching, allowing me to engage in meaningful discussions about design, materials, and objects with fellow peers. The experience not only expanded my network but also offered a platform for exploring unique opportunities. Beyond the professional benefits, the camaraderie and enjoyable moments, like the impressive lunch at the event, contribute to the overall fulfilment of being part of the SBID community. Jonathan Sethna, Founder and Director at Jonathan Sethna Interiors About Jonathan Sethna Interiors Welcome to Jonathan Sethna Interiors, where design meets a genuine commitment to creating exceptional spaces. At our core, we are more than just designers – we are partners in your journey to transform spaces into reflections of your dreams. With us, it’s not just about the aesthetics; it’s about the personal connection we forge with each client. We take pride in being down-to-earth and approachable, fostering an atmosphere where your ideas and aspirations take centre stage. Honesty and integrity are the pillars of everything we do, guiding our actions and decisions as we navigate the intricate world of interior design. 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