Deep Dive in Design: Evoking Ease with Jake Arnold

Podcast: Deep Dive in Design
Host: Dara Caponigro (Frederic Magazine)
Guest: Jake Arnold, Interior Designer and Entrepreneur
Date: August 22, 2025

Episode Overview

This episode of Deep Dive in Design welcomes Jake Arnold, an AD100 interior designer known for his soulful, layered approach to interiors and entrepreneurial spirit. Host Dara Caponigro and Jake explore his personal journey from London to Los Angeles, the evolution of his creative practice, insights on industry success, spirituality in design, the founding of the digital design platform The Expert, and his flourishing product collaborations. The conversation is honest, warm, and full of practical advice for aspiring designers and design lovers alike.

Key Discussion Points & Insights

Jake’s Journey: From London to L.A.

• Background & Early Move to L.A.

  • Jake grew up outside London, always dreamed of moving to the U.S., and seized an unpaid internship in L.A. through a Twitter connection with designers Jamie Rield and Ron Woodson.
  • He credits luck and naivete for his bold move, but highlights how the openness and community in L.A. captured him from week one.
  • "Ignorance is bliss. I think had I known what I was doing, I would have never done it, probably… there’s nothing freer." — Jake [05:40]

• Early L.A. Experiences

  • Jake reminisces about driving around Hollywood and the east side, mentored by Jamie and Ron, getting a crash course in “the golden era” of L.A. and a unique insider experience of the city’s culture.

Grit, Self-Taught Talent & The Value of Curiosity

• No Formal Design Training

  • Jake’s academic background is in business and economics, not design, but he sees this as liberating rather than limiting.
  • Suffered some imposter syndrome before realizing the value in his approach: surrounding himself with experts and focusing on vision and the final edit.
  • "The key to my success has been that I've actually operated in the dark… not knowing what I didn't know allowed me that freedom to connect with my creativity." — Jake [08:04]

• On Grit and Hard Work

  • Attributes his trajectory to working tirelessly with “zero boundaries,” saying yes to every opportunity, and being proud of building his own path.

Signature Style and Its Evolution

• Warm Neutrals, Layers, and Maximalism

  • Jake discusses the evolution from a “first chapter” of warm neutrals (sienna, umber, sculptural forms) to more dynamic palettes and maximalist touches.
  • Cites European influences such as Axel Vervoordt and growing curiosity as critical to his changing aesthetic.

• Layering & Process

  • Emphasizes patience, conviction, and working in layers as the essence of his design philosophy.
  • "Good design is layered and takes time… it’s a painting, and the painting is the very last thing that may take so long to figure out." — Jake [12:17]
  • He stresses explaining the slow, layered process to clients—contrasted with instant gratification.

The Spiritual Foundation of Jake’s Design Approach

• More Than Aesthetic

  • Jake makes it clear that for him, design is a vessel for spirituality—spaces must feel as good as they look and support personal expression.
  • His own home is described as a “spiritual sanctuary.”
  • "Design for me is a vessel… my North Star is to create spaces that don't just look good, but feel more dynamic than they might seem in a picture." — Jake [16:43]

• Collaborative Process

  • Cherishes working with clients who have a strong sense of self, see the home as a reflection of themselves, and trust the collaborative process.

Breaking Through: From First Project to Industry Acclaim

• Breakthrough with Julianne Hough

  • His “break” came via an architect friend, leading to his first big project (Julianne Hough’s home) and a photoshoot for Better Homes and Gardens.
  • Despite early lack of contacts or technical know-how, the project’s mass-market visibility attracted celebrity clients and cemented his reputation.
  • "I did not have one vendor, one relationship, no experience… We did the project… and I was getting calls directly from these celebrities." — Jake [18:56]

• Mass Appeal, High Design

  • Jake describes his sweet spot as “bridging the gap between high design and mass appeal,” balancing approachability and sophistication.

Creative Process & Client Discovery

• Fluid, Research-Heavy Approach

  • His process now values fluidity over anxiety—starting with image research, loose narratives, then programming focused on client habits and moving between inspirations and models.
  • Open to new technologies, including AI, for visualization.

• Getting Into a Client’s Head

  • Before contracts, Jake investigates clients’ tastes through questions about favorite hotels, music, shopping habits, even clothing.
  • Prefers a “discovery” phase and quick, gut reactions to visual boards, seeking a good fit: “If it’s not a hell yes, it’s a hell no.” (attributing the phrase to Leanne Ford) [26:36]

• Navigating Early Career Challenges

  • Candid about taking difficult clients at low pay, in exchange for the opportunity to photograph finished work. Warns new designers they must be clear on terms and value, and not to endure toxic relationships for no portfolio gain.

The Expert: Democratizing Great Design

• Origin Story

  • Co-founded during COVID lockdown with Leo Siegel, born out of the demand for accessible, quality design advice—“E-design” sessions filled a newly digital market gap.
  • "The Expert… was born out of a natural desire to help people on a bigger scale… to democratize good design." — Jake [30:03]
  • It allows consumers everywhere to access design superstars for one-off consulting via video calls, and opens up trade-only brands for broader access.

• Growth & Philosophy

  • Faced initial industry skepticism, but soon became a coveted platform. Focuses on authenticity, high-quality offerings, and a peer-respected roster.
  • Believes there’s “enough for everyone” in the market and sees technology as a tool to break down exclusivity.

Building a Product Empire: Licensing and Collaborations

• Licensing Deals with Major Brands

  • First major line with Lulu and Georgia, then Parachute and Crate & Barrel—each expanded his creativity and project scope.
  • Describes the thrill of seeing accessible quality in the marketplace and the fulfilling experience of creating at scale.
  • "Anyone can create something exceptionally beautiful and expensive… it’s much harder to create something that’s quality [and accessible]." — Jake [39:25]

• Impact & Mentorship

  • Finds the most meaning in inspiring others to pivot into design and in providing opportunities for growth within his own studio.
  • Emphasizes that starting out took years of perseverance and credits collaborators for shaping his success.

Notable Quotes & Memorable Moments

• "The key to my success has been that I've actually operated in the dark… not knowing what I didn't know allowed me that freedom to connect with my creativity." — Jake [08:04]
• "Good design is layered and takes time… it’s like a painting, and the painting is the very last thing that may take so long to figure out." — Jake [12:17]
• "Design for me is a vessel… my North Star is to create spaces that don't just look good, but feel more dynamic than they might seem in a picture." — Jake [16:43]
• "If it’s not a hell yes, it’s a hell no." (on client fit) — Jake, quoting Leanne Ford [26:36]
• "The Expert… was born out of a natural desire to help people on a bigger scale… to democratize good design." — Jake [30:03]
• "Anyone can create something exceptionally beautiful and expensive… it's much harder to create something that's quality [and accessible]." — Jake [39:25]

Key Timestamps

• 00:15–03:42 – Jake’s move from London to L.A.
• 08:04–11:42 – Success without formal design education, grit and self-belief
• 12:17–16:26 – How Jake’s style evolved, layering, and client process
• 16:43–18:51 – Spirituality and soul in design process
• 18:56–21:02 – Career breakthrough with Julianne Hough, mass appeal
• 21:09–24:09 – Creative process: research, discovery, collaboration
• 24:14–27:02 – Client discovery, red flags, finding the right fit
• 27:11–30:03 – Early career struggles, advice on boundaries and strategy
• 30:03–38:44 – Founding The Expert, e-design, democratizing excellence
• 39:25–46:00 – Licensing journeys, working with Lulu & Georgia, Parachute, Crate & Barrel, mentorship and legacy

Episode Tone

Friendly, candid, inspirational, and practical—full of warmth, honest self-reflection, and actionable advice for aspiring designers and creative entrepreneurs.

For Listeners

This episode is a must-listen for designers seeking permission to chart their own path, creatives interested in blending art and business, or anyone looking to understand how the democratization of design is reshaping the industry. Jake’s blend of honesty (“I had imposter syndrome”) and actionable wisdom (“If it’s not a hell yes, it’s a hell no”) is as reassuring as it is motivating.