Claudia Juestel

LuxeSF chats with Claudia Juestel, Principal of Adeeni Design Group and a member of a small cadre of young Bay Area designers creating waves, setting trends and staking out ground as design leaders in an industry that is undergoing discomforting, yet exciting change.

LuxeSF: Let’s start with your background.

Juestel: I was born and raised in Salzburg, Austria, and I come from a family of artists, craftsmen and musicians.  I grew up in a hotel which my parents owned and where I was also working and helping out as a child and as a teenager.  Then I went to hotel management and culinary school.  Upon graduation, I worked in the hospitality industry and then ran a small jewelry store.  In 1984 I came to the United States, straight to San Francisco.

LuxeSF: Why did you decide to do that?

Juestel: I wanted to study art.  I went to the Academy of Art University here in San Francisco and got a Bachelor’s degree in Fine Arts. Following graduation, I worked in galleries and then at Ralph Lauren for a number of years in Home Collections.  After that I was hired by an interior design firm by the name of Candra Scott & Anderson, which specializes in the historic restoration of landmark hotels.  In 1999, after four years with that firm, I opened my own residential design firm.

LuxeSF: Your design aesthetic – how would you describe it?

Juestel: Eclectic, cosmopolitan with touches of the exotic, a blend of new and old, warm and inviting.

LuxeSF: That covers a broad territory.

Juestel: If you see my portfolio, that’s pretty much what it is.  Generally it’s client-specific; so it ranges from traditional to modern, from casual to elegant, depending on the architecture and the client’s taste.  I feel that my approach to design is more that of a set designer.  I built stage sets for my clients’ lives, all driven by the structure, the surrounding, and most importantly by the clients’ personalities.  As a result my design is quite varied.

LuxeSF: If you were designing for yourself…

Juestel: If I were to design for myself, my own house, definitely exotic touches from all over the world and a mixture of modern and traditional designs… with custom pieces that are a little bit quirky and different.  And warm, rich colors.

LuxeSF: To that point, what have been the external influences that have driven you to your current design?

Juestel: My upbringing and living in Europe.  I definitely have a European touch to my design.  My love for travel gives it the international bent.  Also, I originally wanted to study fashion.  So I am always inspired by textiles and fashion in general.

LuxeSF: When you say “European context,” how does that manifest itself in your design?

Juestel: I really appreciate historic architecture, antiques and items that have a “lived-in” quality … interiors that have been created over time.  That’s something I’m used to, growing up in Europe where people don’t move as much and pieces are inherited and passed on.  Often you take over the parents’ home.  You can live in a building thats perhaps 500 years old, but you add modern touches.  So, for me, it’s about a harmonious and stimulating combination of old and new, and the appreciation of history while still updating it and not turning it into a museum.

LuxeSF: What would the ideal assignment be for you?

Juestel: A nice client with a healthy budget and an open mind.

LuxeSF: Today’s clients – what are that they’re seeking in design?  Are there certain trends that are very vogue-ish and “hot” right now?

Juestel: I personally try not to follow trends because when I design I really aim to create a lasting interior.  I first find out how long the client is planning to live there.  Are they going to take the furniture to another place?  Is this going to be their dream home in which they’re going to raise their children and grow old?  I try to think ahead.  In 10-20 years would they still love what I have designed, perhaps with minor updates over time?  So, I don’t follow the trends that much.

LuxeSF: But what do you do when they come to you and say, “Well, my neighbor’s got granite countertops in the kitchen.  I’ve got to have granite.”

Juestel: That’s true, and in that case I would advise them first if the material is appropriate for their style of home, and then as to whether the trend is passé or new.  If it’s something as permanent as stone, bathroom or kitchen tiles – that kind of thing – then you really have to think about it, and I will say to them, “Just because the neighbor has it doesn’t necessarily mean it’s the right thing or the best choice.”  I would advise them according to the architectural style of the home and what would have longevity, rather than what’s trendy.  It’s like clothing: you’re not going to buy an investment piece in some bright color or crazy style.

LuxeSF: What do you consider are the very core basic elements of great design?

Juestel: Quality, longevity, comfort…

LuxeSF: Let’s take those one at a time.  What does quality mean?

Juestel: Quality – buy the best you can afford; and that will vary from client to client.  You can have a museum-quality antique, and that’s wonderful if you can afford it.  And then there may be something less expensive that’s still of good quality.  I don’t believe in temporary fixes.  Here’s an example for a nursery.  A client wanted to buy Pottery Barn furniture – a dresser with a changing table and all the matching stuff.  Instead I recommended a really beautiful hand-painted chest of drawers with a custom changing top that could be removed when the child gets older.  We paired it with an iron crib painted in a child-friendly painted finish that befitting the house in style.  Both pieces have gone through three children now, and I know one of these kids will take that dresser with them into their first apartment, and the crib could be sold or passed on since it will last a very long time.  The clients got much more out of finer furniture, as neither fell apart.

Longevity means that a piece wouldn’t go out of style.  It is unique. It’s a classic.  I aim to have all the investment pieces to be more timeless and classic.  We create a lot of custom-design furniture.  The smaller things, such as pillows that can be replaced at a lower cost, so those could be quirky and little bit trendier.  But for fabric for a big sofa, for example, I may use something more neutral and durable, and then put the splash into the smaller items such as pillows,throws and other accessories.

When it comes to comfort, some people may not care about look or style, especially at times the husbands.  They want their sofa and chairs to be comfortable, the room to feel relaxing.  And that’s been kind of my reputation.  When people look at my portfolio, and at the residences I’ve designed, they always remark that the environments look inviting and comfortable.  Even if a room is considered elegant, I never want anybody to walk in and be afraid to sit down and have a glass of wine because it’s just too stuffy and too formal.  Even in the more formal rooms I create an environment that feels as if you want to entertain, you want to share, you want to be with people.  It feels more lived in.

LuxeSF: How do you find your clients right now?

Juestel: Generally, our business is based on referrals because it is such a personal business.  Clients, contractors and architects who have worked with us recommend the majority of our clients.  In addition, I have had people come to us based on our website.  Also, we do “green” design and we have gotten clients who have been looking for green designers and found us online.  My firm is listed on different sites that advertise green products and design.

LuxeSF: How else?

Juestel: I think it is really important to build relationships with people in our industry and within the larger industry of businesses serving the luxury client.  That is why I joined the Luxury Marketing Council.  It is vital to network with colleagues and within tangentially-related industries from lighting designers to architects and contractors.  I very much value the respect of my peers, and want to collaborate with the best.  But also associating with other purveyors of luxury goods and services has proven to be very helpful.  In the end, whether it is jewelry, fancy cars, or high-end interiors, we are all dealing with the same clientele.

LuxeSF: How many times a week are you out networking?

Juestel: Business with pleasure, three nights a week at least.  And I also just launched a blog http://www.adeenidesigngroup.com/blog/, which allows me to reach a wider audience in a communicative and open fashion, as websites are static.  It is another way of sharing what my practice is about and promoting our services to the world

LuxeSF: The current recession has hurt everybody.  The interior design community – how dramatic has the recession been in terms of its impact and effect?

Juestel: It’s been tough all the way around.  We’re a luxury business, and of course when the recession hit people had to think, “Am I going to buy the bigger house?  Am I going to stay here and do nothing?  Or am I going to upgrade this house?”  For a long time it was pretty much “do nothing” for most until people grew more comfortable with their financial situation.  Things are slowly starting to move, but it has definitely been on a smaller scale than in the past.  Every interior design firm, every architectural firm, has been hit.  For the most part almost every firm I know has cut their staff during the last few years.  A lot of design firms, as well as antique dealers and showrooms have gone out of business.  We have managed to push through, thanks to loyal clients and my value-engineering skills of stretching the dollar and making it look like a million bucks on a more limited budget.  All of us who are still here believe that “the strong will survive.”  The people with the resale license and a flair for color are probably going to fall by the wayside, versus the stalwart professionals who have talented and hardworking staff and a smart principle with a sound business sense.  Those are the ones who will survive.

LuxeSF: What changes do you think the recession has forced in terms of how interior designers are conducting business?

Juestel: Well, if you think on the very high-end, there was a certain ostentatiousness associated with interior design.  So, designers on that level were certainly hurt by the clients’ rejection of anything that appeared too “over the top” or indulgent.

LuxeSF: But how have designers changed their mode of operation and their mode of marketing?  What have they learned from the recession?

Juestel: I think any designer, no matter what level they’re on, would be willing to take on smaller projects, whereas before they would turn them down.  A lot of designers have reduced their pricing, which I don’t think is the best thing, because if you were worth it at one point in time, why wouldn’t you be worth it all the time?  The recession has taught us to run our businesses well…have a little put aside for safety, broaden your client base, and maybe broadening your scope of services, such as adding project management, color consultations etc.

LuxeSF: There are a lot of systemic changes going on in the interior design business – the impact of the Internet, different modes of compensation, a much more educated client because they’ve got access to so much design-related information.  If you are a new interior designer coming in to do business today, how would you differ in your approach from somebody who entered the business 20 years ago?

Juestel: Well, you definitely have to keep up with the times and the technology.  As you just said, clients have access to information that they haven’t had before.  However, a little information can also be a dangerous thing.  Watching HGTV does not really give the client an accurate understanding of what it is to design a project, because not everything you see is realistic or credible in terms of the budget and how long it takes to do quality work.  However, they do get exposed to so much more in terms of product and choices.  Therefore, as a designer, you have to keep current with what your clients are reading and viewing.  You also have to keep up online with blogs and social media because clients are exposed to them too. They expect you to know about it because you’re the one who is supposed to be the expert and knowledgeable about trends and such.  It takes a lot more time and effort to keep up with because now everybody has equal access online.  That also one of the reasons I started the blog.  I wanted a forum where clients and potential clients can interact, share and give us feedback.

LuxeSF: What about in terms of the relationship with the client?

Juestel: The client relationships have changed too because we’re doing much more communication through text and email.  Before, we would have had a meeting when we wanted to show them something.  Now we may send them an email with an image of the chair or the table.  In general communications have gotten faster and shorter.  Time is more valuable than ever.  So it is very important to communicate efficiently without loosing the personal touch.  Residential interior design is all about personal relationships.  We are creating living environments that truly must feel like home for their inhabitants, and mutual respect and trust are key in these relationships, perhaps now more so than ever after all the greed and grave dishonesty we have witnessed the past few years.  Sincerity, hard work, good communication, and of course great design within in normal budget is what clients expect now more than ever.

To learn more about Adeeni Design Group, visit www.adeenidesigngroup.com

To view Claudia Juestel’s complete biography, click here.