1. Could you tell us how your journey into interior design started?

From a very young age, I was endlessly curious about how people lived and how their homes looked inside. My most vivid childhood memories are not of what we did, but of the homes themselves—the pattern of a certain wallpaper, the texture of a sofa fabric, or the shape of a chair. When I studied in Iran nearly 30 years ago, “Interior Design” wasn’t yet an academic field, so I earned my bachelor’s degree in Graphic Design and began my career as a graphic and web designer. Still, I was constantly drawn to interiors, helping friends and family with their homes whenever I could. After immigrating to Canada a few years later, I decided to formally pursue my passion and studied Interior Design at the British Columbia Institute of Technology (BCIT).

2. Do you think there has been a defining moment in your career?

Yes—when my work was first published in Western Living Magazine in 2014. It was a publication where many designers I admired had been featured, and seeing my own work there made me feel that I had truly “arrived.”

As an immigrant, building a career in a new country comes with unique challenges. You don’t have the same network, connections, or mentors that others may have grown up with. You have to work harder—and longer—to be seen and trusted. So when that feature came out, it was an especially meaningful milestone.

3. What do you think is the key to a successful interior design? And in your business in general?

For me, the key has always been genuine care for the client. I design spaces that reflect them—their lifestyle, values, and personality—not my own preferences. That’s why no two of our projects look alike; each one tells a different story.

I always say: if you walk into a home and can immediately tell who the designer is, that’s a failed project. A home should embody the people who live there—the best version of them—not the designer’s ego.

Of course, as a young designer, I was more rigid about what I thought was “good.” But I’ve learned that design is subjective. What feels right to one person might not to another—and that’s okay. Listening deeply, taking the ego out, and creating something that truly fits the client’s life has been the foundation of our long-term relationships and ongoing success.

Every project begins with a detailed client questionnaire. We ask many questions—sometimes quite personal ones—so we can understand how our clients live, what they love, and what they don’t. We also ask them to share images of spaces that inspire them.

From there, we combine that insight with the site’s own context—the architecture, location, and surroundings—to develop the concept. Our goal is always to take what the client envisions and elevate it into something they didn’t even know was possible.

5. How would you define your signature style? Do you have “a mantra” that encapsulates your taste in design?

Like most designers, my personal style has evolved over time. Right now, I’m drawn to a relaxed, lived-in look—understated elegance with pops of color and pattern. If I had to choose a dream home today, it would probably be a rustic farmhouse filled with distressed wood, organic textures, playful tiles, floral textiles, and antique Persian rugs.

Color has always been my mantra. Growing up in Iran, surrounded by historic, vibrantly colored architecture, left a lasting imprint on my design sensibilities.

6. What are your 3 favorite pieces from the Philia Collection?

There are so many stunning pieces that I couldn’t narrow them down to just three! Here are some favorites, each beautiful in its own way.

7.  Could you tell us about one of the favorite projects that you worked on?

We recently completed the design of a houseboat, which was such a joy to work on! At only 850 sq. ft. over two levels, it’s the smallest home we’ve ever designed—but also one of the most vibrant and functional. Despite its size, it feels airy, full of character, and utterly livable. It’s been selected to be featured in House & Home Magazine in 2026, which I’m thrilled about.

8. If you could pick one interior design tip that is important to you, what would it be? 

Focus on style, not trends. Style is timeless; trends are temporary. That’s the secret behind our interiors that still look fresh a decade later. Some of our projects from 2015/16 are still being featured and discussed today. To me, that’s the best proof that timeless design never goes out of style.

9. What was the best advice you have received in your path?

To dream big. Even when your dreams feel far-fetched, hold on to them. With hard work and patience, they can come true—often at the perfect time.

10. What would be your advice to beginner interior designers?

A successful designer is 50% design knowledge and taste, and 50% psychology. You have to understand people—really listen to them. Don’t impose your ideas; instead, guide your clients gently beyond their comfort zone to achieve something special. The key is balance: inspiring them without overwhelming them. Remember, it’s their home—they’re the ones who will live in it every day.

11. What was one of the hardest learned lessons in your journey?

Learning to let go of perfectionism. I used to want everything done my way, but I’ve realized that sometimes good enough is truly great—and that collaboration and flexibility often lead to better results.

12. Are there any books/podcasts you would like to recommend to our readers?

I don’t follow a particular podcast or book regularly, but when I’m cooking, I love listening to interpretations of Rumi’s poetry by various scholars. I’m also drawn to history, spirituality, and world culture—so I often listen to channels that explore those themes.

13. Finally, what are your upcoming projects? Anything you’d like to share or add to the interview?

We’re currently designing a home on a private island in British Columbia, near Vancouver. I’m especially excited about this one because the client loves color and pattern—even more than I do! It’s refreshing to step away from the neutral “beige and gray” palette so common in Vancouver and explore something truly expressive.

“We envisioned M8 as a sensory journey that would reflect the innovative culinary artistry of its talented young chef. Our design concept marries the raw elegance of industrial elements with the lush vibrancy of tropical influences, creating a space that feels both sophisticated and welcoming.”

“The kitchen became the crown jewel of our transformation—a stunning combination of sleek cabinetry and our award-winning statement backsplash. This unique feature, with its fluid blue and white watercolor-like pattern, evokes the meeting of sea and sky that defines Vancouver setting.”

Thank you so much Negar, for this lovely interview!