Podcast Summary: Deep Dive in Design – "Diversity in Design with Sophie Ashby"
Release Date: July 23, 2025
Host: Ohenya Soto, Design and Decoration Director for Frederick
Guest: Sophie Ashby, Founder of Studio Ashby, Sister, and United Design
Introduction to Sophie Ashby and Studio Ashby
The episode opens with Ohenya Soto introducing Sophie Ashby, an influential figure in the design industry. At just 25 years old, Sophie launched her eponymous firm, Studio Ashby, starting with a single client. Over a decade, she transformed her venture into an award-winning design studio, expanded into retail with Sister, and co-founded United Design, a charity aimed at enhancing diversity in interior design.
Notable Quote:
Sophie Ashby reflects on her humble beginnings: “I had nothing to lose. I had no children, no mortgage, no real responsibilities. I was renting a spare room from a friend.” (00:49)
Launching Studio Ashby: Confidence and Beginnings
Sophie discusses the unconventional and unplanned start of Studio Ashby. Despite lacking a formal business plan or savings, Sophie seized an opportunity to take on a significant project, which effectively became the foundation of her business.
Key Points:
- Started with a single project whose fee matched her annual salary.
- Absence of initial fears or obligations provided the freedom to experiment.
- Realization that she had actually started a business occurred gradually over six months to a year.
Notable Quote:
Sophie candidly shares: “I didn't think I was launching a company. I didn't think I was really going out on my own.” (01:12)
Scaling Studio Ashby: Growth and Milestones
Celebrating ten years, Sophie reflects on the milestones that validated Studio Ashby's success. Key moments include the publication of her book and collaborations with institutions like the Bluecoat School.
Key Points:
- Recognition through awards and significant projects.
- Important milestones that reinforced the studio’s permanence and potential longevity.
- Acknowledgment of the inherent uncertainties in maintaining a business.
Notable Quote:
Describing the experience: “I still don't really feel like it's a real business.” (02:44)
Evolution of Design Style
Sophie emphasizes the dynamic nature of her design style, which evolves continuously by integrating diverse influences and staying open to new ideas.
Key Points:
- Design style is ever-maturing, influenced by personal experiences, team input, and external stimuli.
- Commitment to openness and adaptability prevents stagnation.
- Avoidance of rigid rules fosters creativity and longevity.
Notable Quote:
On maintaining a fresh style: “If you stay in a place of openness and you're willing to absorb and introduce new ideas through whatever medium you find them, I think that is the success of a long lasting studio.” (03:41)
Navigating Trends vs. Timelessness
Sophie discusses her approach to balancing contemporary trends with timeless design elements, aiming to create interiors that remain relevant over time.
Key Points:
- Skepticism towards fleeting trends driven by social media and popular culture.
- Strives to blend old and new materials to achieve a timeless aesthetic.
- Recognizes when to embrace trends selectively without compromising the overall design integrity.
Notable Quotes:
“Sophie has an “issue with trends and everyone's fixation on them” and notes, “It's about fusing old and new and refined materials with more raw materials.” (05:14)
The Integral Role of Art in Design
Art occupies a central role in Sophie’s design philosophy. She meticulously selects artworks that resonate emotionally and enhance the spatial experience.
Key Points:
- Art as a transformative element that adds depth and emotion to spaces.
- Curating art collections that reflect the client’s personality and the intended ambiance of each room.
- Sophie's strategy involves selecting pieces that “reach out of the frame and move you.”
Notable Quotes:
Sophie explains her art selection: “It's got to be more than that. It's got to be... affect you somehow emotionally, in a good way or a bad way.” (10:09)
Managing Clients’ Existing Art Collections
When dealing with clients who have pre-existing art collections, Sophie navigates the delicate balance between preserving sentimental pieces and maintaining design cohesion.
Key Points:
- Respecting the client's attachment to their art while ensuring it complements the new design scheme.
- Offering solutions such as relocating art to different spaces when necessary.
- Prioritizing open communication and client satisfaction over personal preferences.
Notable Quote:
On handling clients’ art: “I have not got such an ego to suggest to somebody who's a grown up who bought that painting because they wanted to... It's a very delicate thing.” (11:42)
Advice for Aspiring Art Collectors
Sophie provides practical advice for those intimidated by art or looking to start a collection on a budget.
Key Points:
- Begin by visiting art exhibitions and connecting emotionally with pieces.
- Start with affordable options like framed prints from gallery gift shops to build a personal collection.
- Emphasizes the importance of owning art that one loves and feels connected to, regardless of its monetary value.
Notable Quotes:
Sophie encourages: “Buy something and doesn't matter if it's not an original, but it's firstly you've connected to it and you love it.” (13:06)
United Design: Promoting Diversity in Interior Design
United Design, co-founded by Sophie in response to the lack of diversity in the industry, serves as a toolkit for businesses committed to fostering ethnic diversity.
Key Points:
- Launched in the wake of George Floyd’s murder to address systemic issues.
- Provides resources and pledges for companies to improve diversity within their teams.
- Successful initiatives include an apprenticeship scheme that has injected 15 apprentices into the industry.
Notable Quotes:
Sophie describes the initiative: “We started the charity in the wake of the murder of George Floyd... to provide a toolkit to businesses in the interior design industry who want to do better.” (16:11)
Sister: Expanding into Retail
Sister, the retail offshoot of Studio Ashby, launched its first brick-and-mortar store at the Bluecoat School in St. James Park in 2022, despite the prevalent notion that “retail is dead.”
Key Points:
- Sister serves as a creative playground for experimenting with unique, high-quality pieces.
- Focuses on offering items that are designed to be future heirlooms with timeless appeal.
- The store's success validates the strategic decision to venture into retail.
Notable Quotes:
On opening Sister: “I felt at the time like I was the only mad woman in London wanting to open a shop... but it's a lot of fun and I really believe in its potential.” (19:41)
Future Plans and International Expansion
Looking ahead, Sophie plans to pursue steady and thoughtful growth, with a particular interest in expanding Studio Ashby’s international presence, especially in the US market.
Key Points:
- Focus on organic growth without aggressive scaling strategies.
- Current international projects in cities like New York and Los Angeles.
- Aiming to establish a prominent presence and attract American clients.
Notable Quotes:
Sophie shares her vision: “The next five years is about steady and careful kind of growth and thoughtfulness and taking it a bit more slowly.” (21:46)
Conclusion
Sophie Ashby’s journey from launching Studio Ashby at a young age to spearheading initiatives like United Design and Sister exemplifies her commitment to innovation, diversity, and timeless design. Her insights offer valuable lessons for aspiring designers and those looking to integrate art meaningfully into their spaces.
Final Thoughts:
Sophie leaves listeners with a sense of optimism and encouragement to pursue their passions authentically: “Your work is so authentic and beautiful and timeless.” (22:52)
Stay tuned for the next episode of Deep Dive in Design to explore more insights from industry leaders.
Timestamps
- Introduction: 00:00 - 00:49
- Launching Studio Ashby: 00:49 - 02:44
- Scaling Up: 02:44 - 04:57
- Evolution of Style: 03:34 - 04:57
- Trends vs. Timelessness: 04:57 - 07:57
- Role of Art: 07:57 - 11:14
- Managing Art Collections: 11:14 - 15:28
- United Design: 16:11 - 19:06
- Sister Retail: 19:06 - 21:46
- Future Plans: 21:46 - 23:09
- Conclusion: 23:09