Our member Grounded Design joined SBC in 2019 and has worked with different clients around the UAE to create their dream home and office but what are their tips and tricks?

Who is Grounded Design?

Just collecting pieces of furniture and randomly putting them together isn’t what makes a home—you need to dig deeper. At Grounded Design we believe that good design engages both the mind and the soul. It makes the heart beat faster. It makes you feel at home.

Grounded Design provides architectural and interior design services and we specialize in high-end minimalistic luxury design that is still personal, cozy and warm.

We are from Sweden and Scandinavian design is a huge influence in what we do, while incorporating and mixing it with other international styles. We don’t just make your space pretty. Our focus is designing an extension of you. We work with you to create the right feeling and ambiance, so your living space matches your personality, and tells your story.

Working with residential, commercial, and hospitality projects in Dubai, our passion is mixing Scandinavian style with an international touch, and creating elegant personal spaces that you’ll be proud to call your home.

What made you want to start your own company and why within interior design?

Grounded Design is founded by Bani, raised in Sweden but originally from Iran. She has a degree in sociology and has worked with children's rights for 10 years before she took a leap of faith and started her own interior design business.

Everything began when she was asked to join the Swedish national television program "Who lives here?” and showcase her home. Two years earlier, Bani had bought a raw attic in Stockholm that she transformed to a penthouse from scratch, where everything from plan drawings, material selection and smart built-in solutions was tailored in detail to her wishes and needs, and finally furnished for herself. Before then, Bani's homes had always been her experimental sites to try out her ideas, and now she had a blank canvas and the opportunity to do everything from scratch.

Bani received a lot of attention and confirmation from the television program which laid the foundation for her career change to interior design. At the same time, Bani moved to Dubai with her family, and started the interior design company Grounded Design together with her husband Jeffrey. Jeffrey had previous experience of building and growing companies and it was a perfect match to start an interior design company.

With her background in sociology, Bani likes to design the home so it reflects the person's personality and style, where the home becomes an extension of themselves. With his background in building companies, Jeffrey works with business development and project leads the renovation and construction of the projects.

What were the main challenges in opening your business?

It can always be a challenge in opening a business in a new country where you are not familiar with the rules and regulations. It took some time to got through and understand all procedures and in a new business language. It’s a process and can take some time, but once you understand it its not very difficult.

The real challenges are in growing the business. After being used to building and IT-business which is highly scalable, as interior designers we are dependent on bigger teams to grow our business, so we are very picky about it. We believe our client chooses to work with us because of our design style and noticeable passion for design, so we need to build our teams with equally passionate and talented designers.

Dubai is a hotspot for designers so there is a lot of competition which means that we always need to be on top of our game and make sure we stand out in what we do.

What´s your priorities making Grounded Design where you are today?

Taking on an interior design project can be overwhelming for most people, regardless if it includes renovations or just refurnishing your home. Not knowing who to work with, where to buy materials or furniture or what it should cost can be hurdles. Or just needing help in creating the design of your dreams. This is where we help.

In choosing an interior designer, not only do you need to find someone that understands your style but you also want to have a personal connection because you are going to work closely in a personal space. We are very keen on not only creating our clients dream home but also making sure that the entire process is as smooth and hassle-free as possible.

Our priorities are always making our client 100% satisfied with our services, and we don’t settle until we get there.

Do you have any tips for people who´d like to start their own business today?

1. The most important thing is finding something you are passionate about. Not only does this make the entire journey more fun, but it helps a lot during the tougher times which definitely will come. Many companies fail because the founder gives up during a crisis and this is when you need the determination to push through. You need staying-power. Having passion for what you do gives you the motivation to keep you going.

2. Get a mentor. Everyone needs help, inspiration and motivation. Getting an experienced mentor can help you avoid unnecessary mistakes and put you on the right path when you feel lost. It’s always a good idea to have someone to bounce ideas with.

3. Research you competitors. Learn what they do right. There is no point in trying to reinvent the wheel and this can help you get on the right track faster. Also understand what you can do better than them, as this will be your unique position in the market.

4. Understand your target group - your customers. You need to know who will be the likely buyer of your product or services, and also who you want your buyers to be. Create a persona, a ”character” that you can attribute age, interests, income level, family situation etc, that will represent your typical client. This will help you direct your marketing and sales efforts to where it is likely to have most impact.

5. Don’t underestimate the power of social media as a marketing tool. Today’s world is more digital than ever, and most individuals can be targeted though social media. Experiment with it and learn how you can use it in your business. Also, it’s a great way to connect with your customers and share your everyday business.

Thank you Bani & Jeffery for sharing your inspiring story #hejsbcmember

I have a house - how do I create a home?