{"id":688447,"date":"2026-06-06T19:13:28","date_gmt":"2026-06-06T19:13:28","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/688447\/"},"modified":"2026-06-06T19:13:28","modified_gmt":"2026-06-06T19:13:28","slug":"how-designer-susie-watson-built-a-beloved-interiors-brand-inspired-by-family-and-everyday-living","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/688447\/","title":{"rendered":"How Designer Susie Watson Built a Beloved Interiors Brand Inspired by Family and Everyday Living"},"content":{"rendered":"

Effortless, inviting, slightly elevated, and always lived-in \u2013 is how Susie Watson Design\u2019s style could be described. It\u2019s an aesthetic that\u2019s hard to pinpoint, and that\u2019s the whole point. It\u2019s layered, collected, and totally timeless.<\/p>\n

This idea of creating pieces that are both beautiful and suited to everyday life has been at the heart of every version of Susie Watson Designs<\/a>. What began as a family-run art gallery over 25 years ago quickly developed into a small pottery business, selling at fairs across the UK, and then flourished into an iconic British design brand. It moved from stalls to stores around the country and expanded far beyond pottery to include beautifully handcrafted cushions, rugs, furniture, and more \u2013 all still grounded in the same idea: that these pieces are not to be \u2018saved for best\u2019 or treated as overly precious.<\/p>\n

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Another thing that hasn\u2019t changed is that this is still very much a family business, with Susie working closely with her daughter Anna Watson. Together, they collaborate on new ideas, travel the world for inspiration and to work with suppliers, as well as drawing constant inspiration from their own everyday lives. The family ties also extend beyond Susie and Anna \u2013 the designers, suppliers, and factories they work with are family-run too, and the brand\u2019s whole ethos is centered on elegant design for everyday family life.<\/p>\n

Here, in our most recent Layered Lives<\/a> interview, we sit down with Susie to find out more about where the brand began, how it grew into what it is today, what inspires her now, and to gain a real insight into the dynamic of this mother-daughter duo.<\/p>\n

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\"Designers\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: Can You Share the Story of How Susie Watson Designs Began?<\/p>\n

You may like<\/p>\n

Susie Watson: Susie Watson Designs really started with a simple but lovely idea: why should beauty be saved just for gallery walls? I wanted to bring art into everyday life \u2013 turning the things we use all the time, like cushions, mugs, and tablecloths, into something a bit more special. Everything is thoughtfully handcrafted, full of character, and made to be loved and used. It\u2019s about making your home feel personal, warm, and filled with little stories in every corner.<\/p>\n

Homes & Gardens: How Did Your Design Journey Begin Before Susie Watson Designs?<\/p>\n

Design expertise in your inbox \u2013 from inspiring decorating ideas and beautiful celebrity homes to practical gardening advice and shopping round-ups.<\/p>\n

Susie Watson: I designed clothes in my twenties, which I absolutely loved. My focus gradually shifted to interiors when creating a home became more important to me. With four children, I spent a great deal of time at home, and renovating houses evolved into both a career and a lasting fascination.<\/p>\n

Homes & Gardens: And What or Who Were Some of Your Earliest Influences?<\/p>\n

Susie Watson: My best friend at school lived in a beautiful Suffolk farmhouse. Her incredibly artistic mother had a large, brick-floored kitchen with wonderful dressers. It made a lasting impression on me and was undoubtedly an early influence \u2013 my own kitchens still carry something of that same spirit.<\/p>\n

What to read next<\/p>\n

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\"Dining\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: Can You Describe the First Space That Shaped Your Design?<\/p>\n

Susie Watson: As a family, we embraced kitchen<\/a> living long before it became fashionable, so the kitchen was the first room I became truly interested in designing.<\/p>\n

Kitchen suppers always felt more fun and informal to me, and I\u2019ve always loved cooking. A large kitchen dresser was probably our first real piece of furniture, and we still have it today. That\u2019s the wonderful thing about investing in furniture or paintings \u2013 they become companions for life. No matter how many times you move, your home still feels like home. The kitchen table is the heart of most homes, and I still work from ours most days.<\/p>\n

I\u2019ve always designed my own kitchen cupboards, working with a carpenter to make them. They were never particularly high-spec, but understanding how you use a space means everything is exactly where you need it. I\u2019ve often gone on to design kitchens for others as well.<\/p>\n

I like to keep ceramics out where I can see them. Plate racks<\/a> are by far the best way to store plates and bowls \u2013 they make it quicker and easier to empty the dishwasher, and you can immediately see when you\u2019re running low.<\/p>\n

Most of my kitchens have had pink walls \u2013 it makes them feel warm and inviting. The color works beautifully with the brick floors I\u2019m especially fond of, and it provides a perfect backdrop for paintings and table lamps, both of which are essential to a lived-in kitchen.<\/p>\n

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\"Cozy\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: Can You Walk Us Through Your Typical Design Process, From Initial Inspiration to the Finished Product?<\/p>\n

Susie Watson: Sometimes we have a clear idea of what we want to create \u2013 for example, a bedside table with more storage, or a kilim rug that complements a new wallpaper. In those cases, the design work feels more like problem-solving.<\/p>\n

We find inspiration everywhere \u2013 antiques, paintings, nature \u2013 our ideas can come from anywhere! We work through each design together, producing drawings that we send to our brilliant makers. Samples are created and refined until we have something we\u2019re happy with.<\/p>\n

We take several trips each year to Sri Lanka and India and do a lot of our designing while we\u2019re there. It helps that we\u2019re together 24 hours a day for a week or so, but being in another country and free from the everyday running of the business also gives us time to truly be creative. Working side by side with our makers makes the whole design process so much easier. We can watch as different threads, paints, dyes, or carvings are used and shaped \u2013 and make changes on the spot \u2013 so it becomes a much more fluid process.<\/p>\n

Sometimes, when we first arrive, it takes a while for the ideas to start flowing. But by the time we\u2019re getting on the plane home, we\u2019re bursting with inspiration and wishing we had a few extra days to try everything out! That\u2019s just the nature of how our creativity works \u2013 it\u2019s all about having the time and space to really get into an artistic headspace.<\/p>\n

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\"A\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: What Are the Key Elements That Define the Susie Watson Aesthetic, and How Has That Signature Style Evolved Over Time?<\/p>\n

Susie Watson: Designing products for the home has been a huge learning curve! We began with ceramics and tablecloths in a limited palette of pinks, blues, and greens. But alongside our makers, we\u2019ve developed increasingly sophisticated ways of creating fabrics \u2013 learning how to stonewash and screen-print intricate designs, and embroider beautifully detailed patterns.<\/p>\n

Over time, we began making kilim rugs and added furniture to our collection. The more we design and create, the more we discover what\u2019s possible. Beautiful colors inspired by nature are a constant theme throughout all our interiors. We use only the very best natural materials \u2013 stonewashed linens, silk velvets, wool kilims, pure wool throws, and acacia wood.<\/p>\n

As soon as people walk into our showrooms, they immediately feel the warmth and coziness of home. Because we are the designers, our collection feels very organic. We never design what we think someone might like \u2013 we follow our own instincts entirely. That\u2019s why our style feels timeless and never simply ‘on trend.’<\/p>\n

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\"Sunlit\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: Are There Any Behind-the-Scenes Rituals, Routines, or Traditions That Shape the Way You Make Design Decisions?<\/p>\n

Susie Watson: No \u2013 the whole design process for us is pretty chaotic! Every item we create has a completely different backstory. Some of our kilims were perfect the first time we wove them, while others went through several iterations before we were happy. Some designs get abandoned completely, even after hours and hours of work. And sometimes, a great product comes out of a mistake!<\/p>\n

Color is always a real challenge \u2013 it\u2019s so difficult to get just right. And occasionally, we\u2019ll love a product when we first design it, only to decide we don\u2019t like it at all once it\u2019s in the stores! The key is to keep moving forward and learning from each experience.<\/p>\n

Homes & Gardens: In the Competitive World of Interior and Textile Design, How Do You Stay Innovative While Maintaining a Consistent Brand Identity?<\/p>\n

Susie Watson: We never set out to be a big competitor in the interior design world, and we\u2019d never fool ourselves into thinking that should be the goal. I think if we started second-guessing what we should or shouldn\u2019t be designing, the whole process would become inorganic.<\/p>\n

Our brand is strong because we have a tight-knit team and we refuse to be swayed by trends. We simply focus on creating beautiful things, and our customers seem to recognize and appreciate the value in that.<\/p>\n

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\"A\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: How Does Family Influence Play a Role in Your Work? Are There Lessons or Values Passed Down That You See Reflected in the Brand?<\/p>\n

Susie Watson: Family plays a huge part in the brand. Not only do we have various members of our family working in the business, but we also see each of our stores as a family, and the people who make our products are all small family businesses. This gives a wonderful sense of continuity, stability, and longevity to the brand \u2013 something our customers really pick up on.<\/p>\n

Everyone understands the importance of their own family, and I think people recognize that Susie Watson Designs is built on that same foundation. We are a family business, designing for families and family life.<\/p>\n

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\"Cozy\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: Are There Any Misconceptions About Running a Family-Led Design Brand That You Would Like to Clarify?<\/p>\n

Susie Watson: I think some people get hung up on the idea of inheriting a business rather than earning it. To be honest, it\u2019s a lot of work and quite a responsibility to take on \u2013 something many people might not actually want. The benefits for the business, however, massively outweigh any negatives.<\/p>\n

The biggest advantage is that investment decisions are always made with the long-term growth and health of the company in mind, rather than short-term gain. I didn\u2019t take a salary for the first 15 years! It\u2019s incredibly hard to build a strong business in just one generation. Later generations get the opportunity to build and expand on the original concept \u2013 but it\u2019s still hard work.<\/p>\n

A family business also provides great security for those working within it. In a small company, the wider team becomes an integral part of the family, and that gives everyone a much greater sense of stability about their future. By contrast, a company buyout can often be traumatic for staff who\u2019ve helped build the business \u2013 they sometimes choose to leave, saddened by how the culture they loved and felt part of has changed.<\/p>\n

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\"Fresh\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: Can You Tell Us a Little About Your Relationship as Mother and Daughter, and How It Shapes the Way You Work Together Creatively?<\/p>\n

Susie Watson: We naturally have very similar design ideas, having spent so much time together over the years. We\u2019re very honest with each other, which is helpful \u2013 we don\u2019t tiptoe around our opinions when collaborating! We both understand how valuable true collaboration can be.<\/p>\n

Of course, there are moments of frustration when something isn\u2019t quite working, but we instinctively know when to step in and when to step back. There\u2019s no pride or ego when it comes to design ownership \u2013 if something works, that\u2019s great. If a product doesn\u2019t end up working, that\u2019s fine too. Often, the lessons we learn when things go wrong are far more valuable than when everything goes right.<\/p>\n

Homes & Gardens: How Do You Divide Responsibilities at Susie Watson Designs, and Where Do Your Roles Overlap?<\/p>\n

Susie Watson: I am involved in almost every aspect of the business, and I still enjoy every part of it \u2013 from initial product design to store interiors, photography, stock ordering, and even dealing directly with customers.<\/p>\n

Anna focuses more on product design and works extensively on the bespoke side of the business, helping customers resize furniture and kilims for their homes. It\u2019s mainly on the design side that our roles overlap, but we constantly look to each other for advice on all the day-to-day decisions involved in running the business.<\/p>\n

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\"Kitchen\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: What\u2019s a Typical Day in the Studio Like When You\u2019re Working on a New Collection? Any Rituals, Routines, or Little Quirks That Define Your Process?<\/p>\n

Susie Watson: It\u2019s only really when we head to India or Sri Lanka that we have proper full days to be creative. For the rest of the time, it\u2019s snatched hours here or there in which we think about new product design.<\/p>\n

If we do have a spare afternoon, we\u2019re usually in the summer house at our home with the floor covered in bits of kilim and rolls of fabric. Becca, our brilliant graphic designer who has worked with us since she graduated, works closely with us and is an integral part of our design team. She also manages all aspects of photography, which is a major part of what we do each month.<\/p>\n

And there are usually my four badly behaved dogs sitting on everything, barking to be let in or out, and eating sandwiches from Becca\u2019s bag! Endless cups of coffee are a staple. But usually, out of the chaos, something good will come! It\u2019s not a recognized design process, but it\u2019s really the only way we know how.<\/p>\n

Homes & Gardens: How Do You Navigate Creative Disagreements? Do Those Moments Ever Lead to Some of Your Best Work?<\/p>\n

Susie Watson: If one of us feels strongly about a new idea \u2013 against the judgment of the other \u2013 we\u2019ll usually still go ahead and get a sample made anyway. We\u2019ve been doing this long enough to know that until you have a sample in front of you, it\u2019s really hard to tell whether something\u2019s going to work or not. At that point, it quickly becomes obvious to both of us if it\u2019s good.<\/p>\n

Interestingly, the new designs we really love are always the ones the head office team love too \u2013 and they often go on to become bestsellers. Sometimes, the designs that look best on paper turn out to be the most disappointing once they\u2019re made. That\u2019s one of the joys of the process \u2013 the happy accidents. It\u2019s certainly never predictable, and that\u2019s what keeps it such an exciting area to work in.<\/p>\n

Homes & Gardens: How Do You Maintain the Balance Between Running a Business and Nurturing Your Mother-Daughter Relationship?<\/p>\n

Susie Watson: There\u2019s an understanding between all of us that running a business is hard work \u2013 and there\u2019s no escaping that. There isn\u2019t really an ‘off’ switch, and Anna realizes more and more that this has been key to my success \u2013 she lives and breathes the business, and work naturally seeps into every part of life.<\/p>\n

We\u2019re happy to talk about work most of the time, but a phone conversation between us will usually cover product design, dogs, gossip, and politics \u2013 all within a few minutes! We don\u2019t even try to keep work and home life separate; we\u2019re lucky enough to do jobs we love, so the two blend together quite naturally.<\/p>\n

When we\u2019re working in Sri Lanka, we even share a hotel room and will still be discussing a new mug design while reading our novels before bed. It may not be considered the healthiest approach, but it\u2019s the only way we know how to work!<\/p>\n

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\"Vintage-style\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: Are There Any Behind Closed Doors Moments \u2013 Fun, Chaotic, or Surprisingly Emotional \u2013 That Define the Life of the Brand?<\/p>\n

Susie Watson: Everything we do is slightly chaotic \u2013 and definitely funny! We both value humor more than anything and spend a lot of time laughing at (and with) each other. Photoshoots are always a hive of activity and chaos \u2013 Anna once fell in the pool during a shoot at her house, and on one of my trips to India, my suitcase rolled across the train floor and straight out of the open train door! Luckily, a kind man on a bicycle at the next station retrieved it me.<\/p>\n

It\u2019s also hard to avoid emotional moments when we all work so closely together. We go through incredibly stressful times as a team, but as anyone knows, those shared challenges are often the most bonding. It\u2019s through those hardships that we\u2019ve built such loyalty and genuine affection for the people we work with.<\/p>\n

None of us could do it alone \u2013 we all need each other. That can feel a little scary at times, but it\u2019s also incredibly energizing. We\u2019re constantly amazed by how far we\u2019ve come, and knowing it\u2019s all been achieved through hard work and perseverance gives us the reassurance that there\u2019s no reason it can\u2019t continue.<\/p>\n

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\"Designers\n<\/p>\n

(Image credit: Susie Watson Designs)<\/p>\n

Homes & Gardens: What Inspires You Outside of Design? Travel, Art, Nature, or Heritage, and How Do You Translate That Into Your Collections?<\/p>\n

Susie Watson: Everything around us is an inspiration \u2013 we never stop looking. Wherever we are, we subconsciously absorb why some things work and others don\u2019t, and how certain elements complement or clash with each other. We\u2019re constantly building ideas around shape, color, and texture, and how they all come together.<\/p>\n

Homes & Gardens: What Advice Would You Give to Aspiring Designers About Collaboration, Creativity, and Building a Brand With Authenticity?<\/p>\n

Susie Watson: Start small. Get your product out there in the simplest, most cost-effective way possible and see if people like it. Fairs are hard work, but they\u2019re a great way to get your products in front of customers \u2013 and you can usually just about cover the costs through sales. You\u2019ll get a sense right away of whether people connect with your style or not.<\/p>\n

You need to be single-minded and not give up when a million problems come your way (and they will!). We\u2019ve had so many ups and downs in this business, but through sheer stubbornness and hard work, we\u2019ve forged ahead. Not many people realize how much effort goes into building a small retail business where everything is handmade. You have to be prepared to work long, hard days to get your product right.<\/p>\n

Homes & Gardens: If You Could Describe the Heart of Susie Watson Designs in Three Words, What Would They Be and Why?<\/p>\n

Susie Watson: Family, home, color.<\/p>\n

Love beautiful design ideas, expert advice, and inspiring decor trends? Sign up for our newsletter<\/a> and get the latest features delivered straight to your inbox.<\/p>\n","protected":false},"excerpt":{"rendered":"Effortless, inviting, slightly elevated, and always lived-in \u2013 is how Susie Watson Design\u2019s style could be described. It\u2019s…\n","protected":false},"author":2,"featured_media":688448,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56],"tags":[228,226,227,229,88],"class_list":["post-688447","post","type-post","status-publish","format-standard","has-post-thumbnail","category-arts-and-design","tag-arts","tag-arts-and-design","tag-artsanddesign","tag-design","tag-entertainment"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/688447","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=688447"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/688447\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/688448"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=688447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=688447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=688447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}