Welcome to another episode of our serious S&T Meetups by Super Luxury Group, where we connect with some of the most interesting players in the Luxury Market. My name is Alvaro, and today we'll be having with us a very special guest. Her name is Eileen Jimenez, and she's the founder and creative director at Sire Design on Miami-based interior design studio. In this conversation, Eileen talks about her journey and how she is bringing the magic into the home from Florida.
We also talk about the importance of building personal relationships to fully understand the lifestyle and personalities to cater the ultimate dream home design. I hope you enjoy it. Eileen, welcome. How are you?
Thank you so much. Thank you for having me. I really appreciate it. You have invited me today.
It's a beautiful one-time morning here in Miami. I know it's happening for you. So hopefully you're having a great afternoon. I was making a little intro about yourself, saying that you are the founder and creative director at Sire Design.
Obviously Miami-based interior design studio. You guys are bringing some magic into the homes and some amazing projects that are happening not just in Miami, but in different locations in Florida and sooner and many other locations. So I just want to know a little bit more about your story and how did you end up building such an incredible brand? So Sire Design is like my baby.
I originally did not expect to go into interior design. My goal was to become a judge. I wanted to say long become a judge. I mean, I still have a fascination for law and apply it to the state, but I had no idea that this was a route I was going to go to.
Eventually I graduated high school at a very young age. I graduated high school at age of 16. So I enrolled into college, a little bit indecisive as to what I wanted to do. So I ended up venturing for business while I decided I wanted to become a judge, what I wanted to do.
During that path, I became friends with the son of the dean of architecture. And I was fascinated with other mechanics and the plans and I was so intrigued. And eventually I decided to shift careers and study architecture and really fall in love with the process. One of the things I saw myself doing along the way was designing the interior of the spaces.
And my professors would get really angry at me because they would be like, I mean, it doesn't matter. The interior is not a part of architecture. And I would be flabbergasted because I felt that how space was utilized on the inside was fundamental to how the architecture of a building. I think they go hand in hand.
But that wasn't how my professors felt. So one of my professors told me, I think you should consider going into the interior design program as well because you have such a fascination for interior. And I got super offended because I thought it was something I was never going to become a good architect. But now to the day I understand that the advice it gave me shifted me to fall in love with design.
I love architecture. I ended up, you know, gearing towards interior design. But I love how both of them go hand in hand. I feel like my education really taught me how a space works, how it's built, how it's created, what goes behind the wall.
And then going into a new design, creating a space that works a beautiful space while having your architectural elements go hand in hand. There's a misconception between decorating and designing, you know, the way I like to explain this design, you can do surgery, decorating and grating can. But having the architecture background maybe also love the part of construction and architecture and design, you know, and here we are 10 years later. Yeah, so you've been in business for 10 years.
You definitely bring all this mix into this business and definitely the results speak by themselves. I mean, you've been working on some amazing projects in the past here in South Beach Residence. It is also doing some great studios for some businesses in real estate. Also nice projects in Florida.
I'll be showing a few of your projects shortly, but I just want to tell you your background is so fascinating, you know, trying to become a judge architect and interior designer. Definitely you're going to do well in life with business and anything else that you do. It's not an easy job. I appreciate it.
We had yesterday Ralph, he's an architect. So there's probably some connection there that you guys can work on. Yeah, so actually, you know, when we've been speaking with, you know, Charlotte for a while now and trying to basically work together, I love their work. You know, I met with Ralph a few weeks ago and, you know, he texted my portfolio, which I loved, you know, it's a certain point to have somebody else on the other bracket part of it look at it and say, hey, this is great.
I think this is very cool. And having the opportunity to work with them. You know, I love working with other creative people, other creative architects. I think there's a synergy between both, you know, a lot of people have an exception that the artists and designers take themselves.
I don't think that's the case, maybe because I have a background architecture, but I think when you have a great architect and a great design team, what's going to come up with it is going to be an amazing project because you have multiple creative brains trying to, you know, create this beautiful project. So it takes a long time for you to develop, like, what is the type of clientele and project that works with your way of working. So that's the answer because, you know, it's one of the things that you mentioned. Well, you know, the day you need to be building also that relationship, getting to know the clientele that you want to work with because interior design is very personal.
I mean, you need to really love what you see because you're going to be living there. It's like a part of your personality. So you need to get in people's head and they're standing better and always make us adjustment. Let me show you here, Eileen.
Here, this is one of your projects, South Express businesses, right? Yes, correct. That's so beautiful. I love the combination of the colors.
What is really your essence? What's the essence of the brand? The essence of what's our design represents is basically being a conduit between a client's vision and great aspects because when it's basically really well designed, you can see I'm a type of person that I believe that good design needs less. It doesn't mean I can appreciate maximum of this design, but I am a minimalist at heart.
I love spaces that are fluid and timeless and can easily evolve for time. So the essence of what I feel our brand represents is just that it's designed as timeless that no matter what you change or how the space is changed throughout, it's not fashion led, but more with longevity and make each of the projects are a reflection of the client's lifestyle, but also a space that can easily evolve for time. I love what you just said and it really reflects in every area of the property itself because I want to put here another one. I'm a big fan of bathrooms and I know a lot of people who listen to us today as well.
What is it exactly that you're doing when it comes to the bathroom? It makes it so magical. This project was very interesting because it has what I call a union yang shower and it was at two bathrooms shared shower. So imagine somebody's in one bathroom and the other person in the other bathroom, there's no sense of privacy.
There was just one job and one shower. So this project we're taking on the task, one of the tasks of the client wanted was to have separate bathrooms. So we were able to do that and create this sense of, you know, a spa life. So the bathroom was a really long space.
So what we did is this extended counter that's still implemented the client's lower color as you can tell the base of the cabinetry is this high lacquer deep blue. To be honest, in person, it looks almost black. So it's a little bit timeless. And then what we did is we continued that ledge all across into the shower to unify spaces.
You know, one of the biggest eye stores of bathrooms are toilets and bardays. So a lot of the time people don't want that to be the focal point. So these louvers that you see on the left hand side barricade the view from next to that where is the bed and toilet. It kind of breaks that space and allows you to pay attention to vanity and then look at the design of the shower.
And, alien, I know you are currently working on some other projects, right? In Jade Signature, you also have something going on in Murano Grande. I mean, it just seems to be currently quite busy, right? Yeah, I mean, thankfully, you know, I'm not on wood.
We're very, very busy. We're currently working on 12 projects at the moment, which is I think the most the studio has undertaken. Obviously, you know, our team has expanded. And the idea is to be able to still be a focus in truth these projects.
You know, we have a project at Jade Signature, which is a beautiful unit. The clients are very culturally educated and understand, you know, the importance of having the right pieces and already allowing us to be very creative in the process. Then we have Murano Grande, which is a project that we're designing all the comic corridors throughout the space. And we'll be progressing moving forward right now.
We're working as well as in the cool area of that pool, which is going to be a beautiful design, very different than every typical residential cool area. And we have an end up applying that we're working with that we're doing his house in here in Florida. We have a project that we're working in Tampa. I mean, that's just an array of different ones.
We have projects that are very, very interesting and they're all different. Well, the quality at the end of the day is what's reflected. And this is through that personal relationship, understanding really what the customer wants. And I believe that what you're doing is an excellent job.
Your face lifting everything out. There's so many beautiful neighborhoods here in Miami that, you know, their homes themselves are so nice, but they need a little, you know, redesign to bring it up to life. I agree. I agree.
And a lot of the architecture here lacks character. A lot of the people forget that Miami is a relatively new city. You go to Paris, you go to London, you go to Africa, and there's a specific aesthetic of architecture. Miami doesn't have that because of a certain point it's new.
So when you do find these hidden gems of, you know, our deco style homes or Mediterranean homes in the urban growth area, the idea is to beautiful, you know, beautiful spaces and bring them to life. Give them a story. You know, to me, spaces have to stay something. So to be able to work in projects that allow you to bring that history, you know, out without having to, you know, demo it and do a modern design.
I feel there's so much to evolve as a designer in such a diverse city. When somebody talks about luxury, why is it really? To me, luxury is not like, you know, shiny, blingy, how much what brands you have to meet. Luxury is taking a space and it having character in history.
For example, you know, a client that went to South Africa went to India and brought back things from their travels and there's a specific piece that inspires the overall design. I think having the luxury of being able to create a space that takes you someplace else is the ultimate form of luxury. Excellent. Excellent said.
I mean, I love that definition of luxury. I couldn't agree more with you. I'm alien with everything that is going on. Do you see a shift in the way that people are designing their homes?
I mean, of course, I mean, one of the main things that people are paying attention to more is the spaces that they live in, that they work in. People are realizing the importance of having a space that's well designed that reflects the mood that they want to have. And they're paying more attention to that. You know, design has evolved in the last few years before it was like, what they call fast fashion, which is like, I feel like I'm putting things all out.
Now it's very different. Now people want pieces that have history that have, you know, a conversation starter and basically defines the space. And, you know, the idea of open concept is something that I see is shifting more far away. People want to have compartmentalized spaces that are defined whether it's an office or it's a bedroom because the mood is shifted based on what that is.
Very nice, very nice. And if somebody is looking to, you know, facelift their homes or they're building a new home and they want to bring some nice design in place, what will be some of your recommendations? So obviously, every project is different. The main thing would be looking at the client's lifestyle, seeing how they want to live, making sure that their big entertainers have spaces to entertain.
They enjoy spending a lot of time in the private street areas in the master bedroom center, you know, bathroom, for example, to pay really attention to those spaces. Each space is going to be different, and each client is going to be very different. The lifestyle of the way it varies. But I would say the biggest advice I can give is stay true to the way you live and make sure to design around that.
Great point. I think that's so true. Because at the end of the day, you're going to be living there. You want to really have that personality reflected all across the board.
So very well said. And I think it would be easier to just reach out to you because you are definitely fantastic. Of course, of course. It would be a pleasure.
It would be a pleasure. If somebody wants to reach out to you, where will they do? I'm going to pull up here the info that was on your website. So, of course, you know, they can reach out via info via Instagram as a big route that a lot of people use.
I handle everything so I see it all. If anybody comes in contact with you once again, contact with you. Either be an email at info inside your account via Instagram, via phone call, via pigeonbird, whatever works best for the client. Sounds good.
Okay. Anything else you would like to share with us today, Eileen? I mean, I don't know. What was it?
I will ask you a question. What did you feel when you saw a brand? What stood out and what you saw? Elegance.
I saw Elegance something that invites you to want to be part of it, you know, because I think of the day. When you feel that, you know, that Elegance, that it's inviting you already to walk in. And this is what you want to have in a home. You know, you want people that actually feel the warmth or want to come inside.
And as you said, as long as you represent your personality as well, it's a match. So, I'm very glad we got to connect today for the happiness. I'm sure a lot of people go beautiful insights from you. I hope to see you soon in Miami.
I know you'll like so. I mean, what is it? You can come here as well. Of course.
I mean, I got married in Spain, so I love Spain. But when you come to Miami, we'll have a Cuban capital in for you. Oh. So whenever you come here, please stop by.
And I would love to open to you talking to design and architecture. It's been a pleasure. Thank you so much for your invitation. I feel honored.
I've seen all the people that you've interviewed. And they're, I mean, amazing markets, amazing real estate agents, amazing designers. And I feel honored to be a part of those. Well, thank you so much, Eleg.
And we'll see you soon. And thanks again for everybody tuning in today. We hope you enjoyed it. And remember, embrace each beautiful success in life.
My name is Alvaro, and I'll see you next time.