IN CONVERSATION WITH:
REBECCA HUGHES
As we unveil our refreshed Elizabeth Street store, designed by Rebecca Hughes, we sat down with her to explore the inspiration behind the design, the pieces she's loving from the SS25 collection, and how she balances life as a wife, mother of three, and Creative Director of Rebecca Hughes Interiors.
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What were some of your key points of inspiration when re-designing the store?
When it came to re-designing the Beulah London store, we wanted it to feel like a homelike experience – unpretentious and welcoming, yet sophisticated.
Do you have a favourite design detail or hidden touch?
We curated a space that would celebrate the beautiful clothes, whilst adding a touch of high design. From the wallpaper and textiles to the lighting and accessories, we chose elements that celebrate the wonderful colour palette of the Beulah line and give the garments room to shine.
My personal favourite design detail has to be the newly stained chocolate brown flooring. It brings a wonderful richness and warmth to the space, creating the desired cosy, homelike feel. The newly upholstered sofa in Zig Zag Stripe Moss fabric by Salvesen Graham is another favourite design detail. It grounds the space with its rich, early tones.
What inspires your approach to interiors—any key influences?
I am passionate that interiors should authentically reflect those that inhabit them - as a studio, we really enjoy getting to understand our clients and what motivates their lifestyle choices and personal style.
I tend to embrace classic English influences with a relaxed, layered approach – creating spaces that feel effortless and comfortable yet still beautifully curated. I often mix a variety of periods, materials, textures, and patterns to create a layered look, making a space feel like it has organically evolved over time. I’m a firm believer that design should have longevity, rather than feeling too trend driven.
For me, good design is all in the detail. Small design choices can make a huge impact and dramatically influence the whole feel of a room, whether that be the right lampshade or an antique piece of furniture. I don't get offended easily and find that the best client relationships are based on honesty, clear communication, and collaboration. My end goal is always to create a space that feels authentic to its owner and brings them joy.
What emotions or experiences did you want customers to feel when stepping into the new space?
We wanted Beulah’s customers to feel at home. It is a relaxing space that allows a moment to breathe, transported away from the busy hustle and bustle of London life. From the soothing textures and soft colours, each design detail was curated to make customers feel calm and relaxed in an elegant home-like space.
Do you have a favourite style from our new SS25 collection and why?
I love the new blouses, especially the Electra Rope Blouse. It is so versatile and can easily be dressed up or down.
How would you describe the Beulah aesthetic in 3 words?
Refined, elegant, and tailored.
How has motherhood influenced your work and creative process?
I have three wild, energetic, and loveable boys so, as you can imagine, the juggle between motherhood and work – let alone creativity – is very real. I believe homes should be both elegant and practical. I love creating spaces that are visually stunning but also comfortable and suited to modern living. Since becoming a mum, I’m much more open to seeking inspiration from new and unusual avenues – often when I am least expecting it! It has given me the freedom to be interrupted if an idea comes out of the blue.
Lastly, what exciting projects are you working on next?
It is such an exciting time for the studio. We have numerous projects in the pipeline both in the UK and internationally. Currently, we are completing several projects in London, alongside Norfolk and Monaco. Watch this space!
SHOP REBECCA'S LOOKS