A CONVERSATION WITH JEFFREYS INTERIORS
Jeffreys Interiors is one of Scotland’s leading interior design studios, celebrated for its bold, eclectic style and expertly curated spaces. In this exclusive Q&A, we caught up with Jo Aynsley, Creative Director at Jeffreys, to explore the creative process behind their distinctive designs, uncovering the inspiration, craftsmanship, and philosophy that drive their unique approach to interiors.
What inspired you to pursue a career in interior design, and how has your style evolved over time?
Interior design was always going to be the path for me. It was clear from the number of times I redesigned my bedroom as a child. Cliché, I know. Thankfully, my mum was happy to let me try out different ideas, on the condition that I would help lug the old furniture to market.
In the last ten years with Jeffreys my style has definitely evolved and I hope will continue to do so – I’m a little less shiny these days, less sequins and glitter than when I graduated from ECA.
I put this evolution down to the breadth of project briefs I’ve had the honour to work with. Each client and each property have pushed me to incorporate different styles, different palettes. And with this my confidence has grown to experiment.
Would you say Jeffreys has a signature design style, and how do you incorporate current design trends while still keeping your work timeless?
Jeffreys design ethos is all about daring our clients to be themselves. We are aiming to create a unique design that’s truly them. While we don’t have a signature style… our work is still distinct, you know when it’s a Jeffreys project. There’s a quality of workmanship and level of design detailing that we strive for in everything we do. However, there’s a few in our portfolio that you might not instantly recognise as ours… call us the creative chameleons.
Longevity in design is important to us. Clients are looking for a scheme that will last a good 10 – 15 years. Trends have bad fast fashion connotations, chuck everything out every 12 months mentality. In reality, trends can be a great way to explore different ideas and challenge yourself - I personally hated red for a long time… but its snuck into several of my recent designs. You don’t HAVE to follow them, but they might inspire you to see something in a different light. The key is to pick and choose products carefully to ensure they will stand the test of time. Don’t go all in, blend, mix and match instead.
Where do you draw inspiration from and how does that influence your work?
Being immersed in the online design community feeds my creativity… as in, I spend a lot of time on Instagram. I love how much the digital world has opened up the design world, and made it more accessible to see what is happening across the globe, connecting and learning from other designers. We have access to properties that I would never have been able to see ten years ago. This is not copy and paste – that would be boring. I find this image bank can inspire the spark of an idea, help solve a spatial problem or try out a new technique or detail.
Can you walk us through one of your favourite past projects and what made it special to you?
This is always a tricky question. Every project (and client) is of course my favourite, each for different reasons.
The Tempus hotel has been a stand out career moment. Every time I visit, there is still a massive sense of accomplishment. Seeing the shared vision come to life has been very special.