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About Lucy

About Lucy2023-12-15T20:07:19+02:00
Lucy le Roux in Living Room Shot

I’m Lucy le Roux (aka Lulu), the interior designer behind Illuminate Home Staging, Design Air (Airbnb Design) and now Lulu Interiors. I have loved making things better and beautiful for as long as I can remember. Even as a child I would move furniture around and I loved visiting new houses so I could redecorate them in my mind during boring school assemblies. In 2014 I combined my background in marketing with my love for interior design and started one of South Africa’s first home staging companies. Staging over 50 homes in Johannesburg was an amazing training ground for creativity, flexibility, mastering cosmetic fixes and problem solving. In 2017 I started a second design business with a partner, offering fully equipped custom designed AirBnb’s with everything required to make a guests stay special and memorable.

After my business partner immigrated and as more and more clients requested that I help them to create magazine quality show homes, I discovered that what I found most rewarding was working closely with home owners to help them to create their own dream house interiors. The longer I worked with home owners the more I realised that there were clients who were falling through the cracks- they were too afraid to hire a designer for fear that their style would be overtaken, budget would be blown or that they would be pushed in a direction that they didn’t want to go in. They also weren’t sure how to ask for just a small amount of advice when they were stuck after a failed DIY. That’s when I decided to start Lulu (and to bring Illuminate Home Staging and Design Air under one umbrella). Lulu is slang for something that is outstanding impressive or excellent. “Look at that dress, it’s a real lulu” or in our case “Look at that living room, it’s a real lulu!” I wanted to help everyday people who didn’t have big budgets to also get the benefit of professional help in bite size affordable pieces and to assist them in making their homes a real lulu.

On a more personal note I’m a wife and a cat lover, Marie Kondo fan and a warm minimalist. I love travel and architecture and adore art. I am currently working on my next project – an online store featuring favourite bespoke artworks we’ve created so watch this space for more.

Our Approach

More style per metre squared

The difference between a nice interior and a sublime interior is planning, and whether the person doing the planning has an eye for design. When renovating a home the focus is often on the cost per metre square of every item and sometimes the bigger picture can be lost. We approach an interior strategically looking at the items that are really going to make a difference and increase the style per metre squared. This means creative problem solving, prioritizing and knowing what is a must have.

No matter the project we always keep the following three areas in focus:

Customers First

Focus on client satisfaction

To design a space that someone else is going to live in is to serve. It is not about our portfolio or what a couch looks like but whether our clients love it and want to sit on it. This is your dream house not ours.

Transparent Pricing

Focus on value

We work on a transparent pricing model giving our clients peace of mind and building trust. We retain trade discounts, place no margins on retail items and any custom items are priced upfront.

Appropriate Designs

Focus on functionality

The inspiration for every design is our clients and giving them what they want long term. We know how to bring an interior together so that it is a pleasure to look at and to maintain.

In-depth review
It took me a while to write this review, not because it was hard to do but because I wanted to find the right words to convey just how awesome my entire experience with Lucy has been! I found her website by sheer luck a few weeks after we purchased our home and decided to setup a consult. From our very first meeting, Lucy took her time to get to know us, to unearth the things we value and hold dear. This same thoughtfulness is seen in the design of every room – each uniquely done but still cohesive as a whole and very much reflective of who we are.

One of Lucy’s strongest trait is her ability to problem solve and it would be remiss of me if I didn’t mention this. It didn’t matter what challenges we encountered with the house – unreliable supplier, design by another provider wasn’t as expected – Lucy had a solution! Lucy was the epitome of professionalism, style and grace during our entire project. Not only did she get our vision but executed it to perfection. Our house is now a home and we could not be happier! Thanks, Lucy!!

Damany, Kadene, Zwadi + Kingston, Sandton Home Owners
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Frequently asked questions

We’ve compiled a list of frequently asked questions about how we work under our consulting page, interior design page and staging page but this section is so that you can get to know us a little better. Hiring a designer is a very personal service and it’s nice to know who you are doing business with.

I see you use a lot of white in your interiors. Is that your favourite colour?2023-11-24T10:45:18+02:00

Our interiors that feature a lot of white are mostly our show units that need to be light, bright and airy to help them sell. I like working in all colours for my other projects. My own house however is a white and grey Scandinavian style beach inspired interior so yes I do love white. My rule for family friendly interiors is – “if it’s white it’s got to be wipeable or washable”. I like to use white in scatters, paint, accessories, coffee/side tables and lighting and then use darker colours in carpets and upholstery.

What do you love most about working in interior design?2023-11-24T10:45:44+02:00

I love taking spaces which are disordered, uninspiring and unimaginative and making them beautiful to enhance the lives of those who live in that space. It takes a lot of time, thought and problem solving to get there and I enjoy the challenge. I meet many clients that are frustrated as they have tried to do it themselves or who have taken on a huge project with a thousand overwhelming decisions. I enjoy taking this burden off their shoulders and giving them a space beyond what they could ever have imagined on their own.

What inspired you to start your own business?2023-11-24T10:46:17+02:00

I love the saying- “Do what you love and you will never work a day in your life.” It’s very true. For the first 7 years of my career I dreaded Monday’s and just knew I couldn’t carry on like that. I wanted to study interior design after school but my friends talked me out of it suggesting something more sensible like marketing… but ignoring your dreams is never sensible. In 2014 I took a risk and decided to combine my marketing background with my love of interiors and start a home staging business. After clients saw my portfolio and what I could do with particularly problematic homes the business grew into more of an interior design focused business.

Why should clients choose you?2023-11-24T10:46:43+02:00

I try to treat other people how I would like to be treated. When it comes to interior design that means treating my clients houses and their budget like I would treat my own. I have approached my businesses from the perspective of what clients want and need first and what their goals are and then designed my services based on that to try and meet unmet needs. I really do see my business as using a gift to help others. I’m an ideas person, a big picture thinker and like thinking outside of the box. This leads to cost effective problem solving that helps my clients budgets go further.

How do you know what to choose and what will work when there are so many options?2023-11-24T10:47:08+02:00

People say that someone has “an eye for design” for a reason. When I look at an interior I just know when something is wrong and I change things until it looks right. Designing is something that comes naturally to me and feels easy. It’s hard to explain. Even as a child I would move things around in my Grandmothers house and when I got older she even let me paint and renovate her kitchen! It was my first renovation in fact.  When I go on holiday the first thing I do is take out a piece of paper and sketch the layout as I think it should be and I generally don’t relax until I’ve solved the problem if there is one. That’s why I book pretty holiday homes- so I can relax. The thing that ultimately helps me choose though is my clients brief and budget. Those parameters are my guide.

What are some of the unique things about working with you that are different from other designers?2023-11-24T10:47:36+02:00

Because of my background in home staging I always design with resale in mind and am very mindful of a families long term plans and not overcapitalising. I don’t push my own aesthetic onto clients but try to ensure that they will receive something that they will really love for years. I also work on a transparent pricing model and don’t charge any hidden margins on retail items. This ensures greater trust during the project and that my clients get more value. I have a passion for interesting art and I love architecture and landscaping so when I work on a home I generally always give input on the garden, internal layout and I help source special pieces to bring life to empty walls. So much retail art is really bland and uninspiring but I love looking for unique finds that add wow factor.

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