How Homes & Gardens' brand director is pivoting in the age of AI

Business of Home Podcast: How Homes & Gardens' Brand Director is Pivoting in the Age of AI
September 22, 2025
Host: Dennis Scully
Guest: Sarah Spiteri, Global Brand Director, Homes & Gardens and LivingEtc

Overview

In this episode, Dennis Scully sits down with Sarah Spiteri, the global brand director of the British shelter magazines Homes & Gardens and LivingEtc. They discuss the legacy of these iconic brands, the surprising American audience, the evolving design media landscape, and how Sarah is balancing print quality, digital expansion, and new AI realities. The conversation delves into democratizing British design, launching new editorial initiatives, and what it really takes to get published in a leading design magazine today—all while safeguarding authenticity in an AI-accelerated era.

Guest Background & Brand Heritage

[02:28–09:36]

Sarah’s Path: Sarah started in English literature, transitioned to magazine journalism, and found her niche blending words with design at Grand Designs. She moved into roles at LivingEtc and Homes & Gardens, treating each brand as a "second child" (see [05:21]).
Brand Overview:
- Homes & Gardens: Founded in 1919, it chronicles the shifting British home, from "101 uses of electricity" to modern decorating (see [05:32–06:14]). Now focuses on layered, soulful interiors, inspirational gardens, and timeless elegance.
- LivingEtc: Launched in the late 1990s, more contemporary and trend-focused, described as the "sassy younger sister," with urban energy, design-forward content, and a slightly younger, equally affluent audience (see [07:44]).
Key Quote:

“The magazine’s a kind of a living history of how Britain decorates, renovates, creates gardens, entertains.” — Sarah ([05:32])

US Market & Brand Evolution

[06:56–14:37]

American Audience Shock: 70% of Homes & Gardens’ web traffic is from the US—contrary to the expectations of a primarily British title ([06:56–07:54]).

“Surprisingly, perhaps 70% of our website audience web traffic is US. So… the scale for us is in the US, which is incredibly exciting.” — Sarah ([07:44])
Content Synergy: Differences in style (heritage vs. new builds) and an increasing American appetite for British “cosy maximalism” and historic “layered” interiors drive the brand’s transatlantic appeal ([12:34]).
US Editorial Growth: The team now includes US-based editors to tailor content for American audiences ([07:56]).
Maintaining Brand Differentiation:
- As trends blur maximalism and minimalism, Sarah is cautious not to let LivingEtc and Homes & Gardens overlap too much ([09:56]).

Investing in Print & Commercial Strategy

[14:00–17:17]

Print Quality Commitment: Sarah spearheaded investments to upgrade print quality, aligning the magazine’s physical heft and finish with its editorial aspirations ([14:37]).

“I actually feel really passionately about print being a really beautiful product… You need to create an experience that people really enjoy. Otherwise people aren’t going to part with their £6.99.” — Sarah ([14:37])
Business Rationale: Enhanced physical quality justifies both higher cover prices and attracts increased advertising revenue, creating a virtuous cycle between product, perception, and profitability ([16:30]).

The Role & Status of Interior Designers (UK vs US)

[18:14–22:20]

Perceptions Differ: In the US, the use of decorators is more normalized, formalized, and prestigious; in the UK, the process is more fluid, and the industry can feel exclusive and insular ([18:45]).
Democratization Efforts: Sarah is passionate about opening up the industry, giving voice to emerging and diverse designers through the Next in Design initiative ([19:55]).

“We are really keen to sort of democratize the UK interior design scene by bringing out more names… writing about these people, giving a voice… creating a community…” — Sarah ([19:55])
Access Points to Design: She highlights the importance of accessible products (e.g., designer cushions at a lower price point) as an entry into high design for broader audiences ([22:20]).

Personal Stories & Impact of Home

[22:20–24:37]

Personal Anecdote: Sarah shares how her daughter’s confidence and independence grew dramatically after having her own well-designed space, underscoring the emotional, transformational power of interiors ([22:59]).

“It felt like that embodiment of the fact that your environment does affect how you feel. And these small changes make you feel brighter and lighter and better.” — Sarah ([24:28])

Editorial Initiatives: By Design, Platform Curation & Personality vs AI

[24:45–30:18]

By Design: Launch of a new platform featuring original, uncommissioned monthly pieces from 10 US-based designers. The goal: bring “personality-driven content” as an antidote to AI’s generic output ([24:45–26:37]).

“If you cannot get an authentic voice from AI… With our creative platform By Design, we are just looking to bring some of those authentic voices to our audience…” — Sarah ([25:39])
Evolution of Content Platforms: Recognition of Substack/blog-like platforms as additions to the media mix, prized for authenticity and unfiltered voice ([27:04]).
AI as Tool & Threat: While Sarah appreciates AI’s utility in brainstorming and streamlining rote tasks, she insists on human curation for the most valuable content ([28:46]).

“It's a very useful tool to collaborate with and question… As somebody, I love the creative parts of my job. I'm not giving any of those up... I also like having a sounding board...” — Sarah ([28:46])
Human Touch: The podcast lightly jokes about the future “AI overlords,” re-affirming the value of genuine human personalities in editorial ([30:31]).

Dovetail: Showcasing British Craft in America

[30:51–33:24]

Dovetail Initiative: A collaboration among UK showrooms, the British Consulate, and Homes & Gardens to showcase British artisanship in Manhattan during October-November. Sarah describes the excitement around uniting multiple design centers, signaling industry openness ([30:51]).

“What we're really hoping to celebrate and showcase is that level of craftsmanship, that passion for artisanal work and that heritage.” — Sarah ([31:28])

What Gets Published? Editorial Taste & Submission Tips

[34:15–38:59]

Selection Criteria: Imagery quality is paramount—layered, natural, warm, and editorial rather than stark or sterile. The UK aesthetic tends toward the authentic over the staged ([35:17]).

“There's something quite stark and still and staged about a US photography style, whereas we go for something more layered and characterful and almost a little bit more... lived in.” — Sarah ([35:17])
Global Outlook: Homes & Gardens and LivingEtc actively seek global design stories, not just UK or US-focused ([37:52]).
Encouragement: Designers without PR representation are urged to submit projects directly; content supply is always in demand ([36:24]).

Print Advertising: Still Part of the Experience

[38:59–43:55]

Ads as Added Value: Thoughtful, on-brand print advertising is considered additive to the reader’s experience, providing rhythm and visual interest ([39:53]).

“Contextually relevant advertising ... is only additive to the reader who is looking to buy lighting. Ultimately you are there. The intent… is to find out about great product.” — Sarah ([39:53])
Consistency Counts: One-off ads are less effective; repeated appearance creates brand recognition ([41:26]).
Brand-Published Magazines: While there's value in branded storytelling, Sarah sees their intent as different from editorial curation, so doesn’t view them as direct competition ([42:33]).

Celebrities in Shelter Magazines & Content Evolution

[43:55–46:39]

Celebrity Content: Homes & Gardens selectively covers celebrity style online, but it doesn’t chase the “monthly celeb cover” trend at US titles like Architectural Digest ([44:10]).
Editorial Experimentation: The team is open to trend-based stories with celebrity involvement, as long as it aligns with brand values ([44:55]).
- Example: LivingEtc did a shoot with Laura Harrier manifesting her style, not just her home ([44:55]).

Personality, Community & The Next Generation

[46:39–51:00]

Value of Trusted Recommendations: Designers are a wellspring for lifestyle recommendations, travel advice, etc.—personality and trust are essential differentiators from AI ([46:39]).

“That is… the best thing that you can get from people is actually that tried and true.” — Sarah ([46:43])
Community Building: Next in Design not only offers media exposure but helps emerging designers form their own supportive, lively cohorts.

“They've become very much a community… sharing suppliers, sharing hacks or tips or pieces of press… and having a pre built structure to join up has been really valuable…” — Sarah ([49:32])

Notable Quotes

“You need to create an experience that people really enjoy. Otherwise people aren’t going to part with their £6.99.” — Sarah ([14:37])
“Our currency is content. So the more content that we have the better.” — Sarah ([36:24])
“We know we have a role in connecting people and creating communities and bringing people together.” — Sarah ([48:12])
“If you cannot get an authentic voice from AI, you can get a lot of information... but you cannot get authentic voices.” — Sarah ([25:39])

Timestamps for Key Segments

[02:28] – Sarah’s background & entry into shelter magazines
[05:32–06:14] – History and ethos of Homes & Gardens
[07:44] – US audience’s dominance in digital and print
[09:56] – Differentiation and overlap between Homes & Gardens and LivingEtc
[14:37] – Justifying and executing investments in print luxury
[18:45] – Comparing UK and US attitudes towards interior designers
[19:55] – Democratizing the design industry
[24:45] – Launching By Design: bringing designers’ authentic voices online
[28:46] – AI's value as a creativity tool and its limitations
[30:51] – The Dovetail British craft initiative in NYC
[35:17] – What magazine editors look for: aesthetic and submission advice
[39:53] – The nuanced role of print ads in shelter magazines
[44:10] – Celebrity content strategy: measured, brand-aligned experimentation
[46:43] – The irreplaceable value of recommendations and personality
[48:12] – Fostering new design communities through industry initiatives

Summary prepared for listeners and design professionals interested in the intersection of editorial excellence, global aesthetics, and the age of AI in interior media.

Overview

Guest Background & Brand Heritage

[02:28–09:36]

Sarah’s Path: Sarah started in English literature, transitioned to magazine journalism, and found her niche blending words with design at Grand Designs. She moved into roles at LivingEtc and Homes & Gardens, treating each brand as a "second child" (see [05:21]).
Brand Overview:
- Homes & Gardens: Founded in 1919, it chronicles the shifting British home, from "101 uses of electricity" to modern decorating (see [05:32–06:14]). Now focuses on layered, soulful interiors, inspirational gardens, and timeless elegance.
- LivingEtc: Launched in the late 1990s, more contemporary and trend-focused, described as the "sassy younger sister," with urban energy, design-forward content, and a slightly younger, equally affluent audience (see [07:44]).
Key Quote:

“The magazine’s a kind of a living history of how Britain decorates, renovates, creates gardens, entertains.” — Sarah ([05:32])

US Market & Brand Evolution

[06:56–14:37]

American Audience Shock: 70% of Homes & Gardens’ web traffic is from the US—contrary to the expectations of a primarily British title ([06:56–07:54]).

“Surprisingly, perhaps 70% of our website audience web traffic is US. So… the scale for us is in the US, which is incredibly exciting.” — Sarah ([07:44])
Content Synergy: Differences in style (heritage vs. new builds) and an increasing American appetite for British “cosy maximalism” and historic “layered” interiors drive the brand’s transatlantic appeal ([12:34]).
US Editorial Growth: The team now includes US-based editors to tailor content for American audiences ([07:56]).
Maintaining Brand Differentiation:
- As trends blur maximalism and minimalism, Sarah is cautious not to let LivingEtc and Homes & Gardens overlap too much ([09:56]).

Investing in Print & Commercial Strategy

[14:00–17:17]

Print Quality Commitment: Sarah spearheaded investments to upgrade print quality, aligning the magazine’s physical heft and finish with its editorial aspirations ([14:37]).

“I actually feel really passionately about print being a really beautiful product… You need to create an experience that people really enjoy. Otherwise people aren’t going to part with their £6.99.” — Sarah ([14:37])
Business Rationale: Enhanced physical quality justifies both higher cover prices and attracts increased advertising revenue, creating a virtuous cycle between product, perception, and profitability ([16:30]).

The Role & Status of Interior Designers (UK vs US)

[18:14–22:20]

Perceptions Differ: In the US, the use of decorators is more normalized, formalized, and prestigious; in the UK, the process is more fluid, and the industry can feel exclusive and insular ([18:45]).
Democratization Efforts: Sarah is passionate about opening up the industry, giving voice to emerging and diverse designers through the Next in Design initiative ([19:55]).

“We are really keen to sort of democratize the UK interior design scene by bringing out more names… writing about these people, giving a voice… creating a community…” — Sarah ([19:55])
Access Points to Design: She highlights the importance of accessible products (e.g., designer cushions at a lower price point) as an entry into high design for broader audiences ([22:20]).

Personal Stories & Impact of Home

[22:20–24:37]

Personal Anecdote: Sarah shares how her daughter’s confidence and independence grew dramatically after having her own well-designed space, underscoring the emotional, transformational power of interiors ([22:59]).

“It felt like that embodiment of the fact that your environment does affect how you feel. And these small changes make you feel brighter and lighter and better.” — Sarah ([24:28])

Editorial Initiatives: By Design, Platform Curation & Personality vs AI

[24:45–30:18]

By Design: Launch of a new platform featuring original, uncommissioned monthly pieces from 10 US-based designers. The goal: bring “personality-driven content” as an antidote to AI’s generic output ([24:45–26:37]).

“If you cannot get an authentic voice from AI… With our creative platform By Design, we are just looking to bring some of those authentic voices to our audience…” — Sarah ([25:39])
Evolution of Content Platforms: Recognition of Substack/blog-like platforms as additions to the media mix, prized for authenticity and unfiltered voice ([27:04]).
AI as Tool & Threat: While Sarah appreciates AI’s utility in brainstorming and streamlining rote tasks, she insists on human curation for the most valuable content ([28:46]).

“It's a very useful tool to collaborate with and question… As somebody, I love the creative parts of my job. I'm not giving any of those up... I also like having a sounding board...” — Sarah ([28:46])
Human Touch: The podcast lightly jokes about the future “AI overlords,” re-affirming the value of genuine human personalities in editorial ([30:31]).

Dovetail: Showcasing British Craft in America

[30:51–33:24]

Dovetail Initiative: A collaboration among UK showrooms, the British Consulate, and Homes & Gardens to showcase British artisanship in Manhattan during October-November. Sarah describes the excitement around uniting multiple design centers, signaling industry openness ([30:51]).

“What we're really hoping to celebrate and showcase is that level of craftsmanship, that passion for artisanal work and that heritage.” — Sarah ([31:28])

What Gets Published? Editorial Taste & Submission Tips

[34:15–38:59]

Selection Criteria: Imagery quality is paramount—layered, natural, warm, and editorial rather than stark or sterile. The UK aesthetic tends toward the authentic over the staged ([35:17]).

“There's something quite stark and still and staged about a US photography style, whereas we go for something more layered and characterful and almost a little bit more... lived in.” — Sarah ([35:17])
Global Outlook: Homes & Gardens and LivingEtc actively seek global design stories, not just UK or US-focused ([37:52]).
Encouragement: Designers without PR representation are urged to submit projects directly; content supply is always in demand ([36:24]).

Print Advertising: Still Part of the Experience

[38:59–43:55]

Ads as Added Value: Thoughtful, on-brand print advertising is considered additive to the reader’s experience, providing rhythm and visual interest ([39:53]).

“Contextually relevant advertising ... is only additive to the reader who is looking to buy lighting. Ultimately you are there. The intent… is to find out about great product.” — Sarah ([39:53])
Consistency Counts: One-off ads are less effective; repeated appearance creates brand recognition ([41:26]).
Brand-Published Magazines: While there's value in branded storytelling, Sarah sees their intent as different from editorial curation, so doesn’t view them as direct competition ([42:33]).

Celebrities in Shelter Magazines & Content Evolution

[43:55–46:39]

Celebrity Content: Homes & Gardens selectively covers celebrity style online, but it doesn’t chase the “monthly celeb cover” trend at US titles like Architectural Digest ([44:10]).
Editorial Experimentation: The team is open to trend-based stories with celebrity involvement, as long as it aligns with brand values ([44:55]).
- Example: LivingEtc did a shoot with Laura Harrier manifesting her style, not just her home ([44:55]).

Personality, Community & The Next Generation

[46:39–51:00]

Value of Trusted Recommendations: Designers are a wellspring for lifestyle recommendations, travel advice, etc.—personality and trust are essential differentiators from AI ([46:39]).

“That is… the best thing that you can get from people is actually that tried and true.” — Sarah ([46:43])
Community Building: Next in Design not only offers media exposure but helps emerging designers form their own supportive, lively cohorts.

“They've become very much a community… sharing suppliers, sharing hacks or tips or pieces of press… and having a pre built structure to join up has been really valuable…” — Sarah ([49:32])

Notable Quotes

“You need to create an experience that people really enjoy. Otherwise people aren’t going to part with their £6.99.” — Sarah ([14:37])
“Our currency is content. So the more content that we have the better.” — Sarah ([36:24])
“We know we have a role in connecting people and creating communities and bringing people together.” — Sarah ([48:12])
“If you cannot get an authentic voice from AI, you can get a lot of information... but you cannot get authentic voices.” — Sarah ([25:39])

Timestamps for Key Segments

[02:28] – Sarah’s background & entry into shelter magazines
[05:32–06:14] – History and ethos of Homes & Gardens
[07:44] – US audience’s dominance in digital and print
[09:56] – Differentiation and overlap between Homes & Gardens and LivingEtc
[14:37] – Justifying and executing investments in print luxury
[18:45] – Comparing UK and US attitudes towards interior designers
[19:55] – Democratizing the design industry
[24:45] – Launching By Design: bringing designers’ authentic voices online
[28:46] – AI's value as a creativity tool and its limitations
[30:51] – The Dovetail British craft initiative in NYC
[35:17] – What magazine editors look for: aesthetic and submission advice
[39:53] – The nuanced role of print ads in shelter magazines
[44:10] – Celebrity content strategy: measured, brand-aligned experimentation
[46:43] – The irreplaceable value of recommendations and personality
[48:12] – Fostering new design communities through industry initiatives

Summary prepared for listeners and design professionals interested in the intersection of editorial excellence, global aesthetics, and the age of AI in interior media.

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Summary

Overview

Guest Background & Brand Heritage

US Market & Brand Evolution

Investing in Print & Commercial Strategy

The Role & Status of Interior Designers (UK vs US)

Personal Stories & Impact of Home

Editorial Initiatives: By Design, Platform Curation & Personality vs AI

Dovetail: Showcasing British Craft in America

What Gets Published? Editorial Taste & Submission Tips

Print Advertising: Still Part of the Experience

Celebrities in Shelter Magazines & Content Evolution

Personality, Community & The Next Generation

Notable Quotes

Timestamps for Key Segments

Summary

Overview

Guest Background & Brand Heritage

US Market & Brand Evolution

Investing in Print & Commercial Strategy

The Role & Status of Interior Designers (UK vs US)

Personal Stories & Impact of Home

Editorial Initiatives: By Design, Platform Curation & Personality vs AI

Dovetail: Showcasing British Craft in America

What Gets Published? Editorial Taste & Submission Tips

Print Advertising: Still Part of the Experience

Celebrities in Shelter Magazines & Content Evolution

Personality, Community & The Next Generation

Notable Quotes

Timestamps for Key Segments