Jessica Cavaree on Designing Luxury Interiors That Feel Complete

Imke Du Toit

Hello and welcome back to the FCI London podcast where we sit down with some of London's most influential luxury designers. I am your host Imke du Toit and today I'm joined by the wonderful Jessica Cavaree, founder of J Cavaree Interiors, a Hertfordshire based studio known for creating beautiful, tailored residential spaces that balance comfort, style, and true personal expression. Formerly trained at the KLC School of Interior Design, Jessica brings a refined understanding of space, proportion, and materiality, and her warm collaborative approach has earned her recognition as a rising design talent, including being named Interior Designer of the Year in the 2024 Business Elite Awards. Her work is defined by soft tonal palettes, layered textures, thoughtful detailing and a commitment to creating interiors that feel elevated, livable and deeply comforting. Jessica, it's an absolute pleasure to have you here. Welcome to the podcast.

Jessica Cavaree

Thank you so much. And what an amazing welcome.

Imke Du Toit

Absolutely wonderful to have you here. I can't say how excited I am to actually have this conversation. I've done quite a few FCI podcasts, I've chatted to different designers from different scopes, throughout different spaces within the UK. And it's absolutely lovely to be able to hear about everyone's different philosophies, what really makes them tick as a designer and kind of dive into that creativity of what makes you stand out and different. And as well, it's lovely to sit and chat to you today - and an award winner at that. So firstly, congratulations on that award. That must have been something really wonderful to be recognised on such a prestigious platform.

Jessica Cavaree

Thank you so much. Yeah, definitely. It was quite surprising when it came through. I was over the moon, definitely. Being recognised coming into the interior design world is especially meaningful at the moment because it seems to be quite an influential field - a lot of people out there want to do this. So to be recognised for the hard work that you put in is, yeah, it's lovely.

Imke Du Toit

It must feel unbelievably good to be recognised amongst so many different designers. Okay, but let's jump straight in. Let's have a look at identity and taste, and the designer nobody really sees. Have you ever wanted to go wildly bold but thought your clients would never trust you again?

Jessica Cavaree

I love that question because I do, all the time. There's so much that goes on behind the scenes before even bringing a design concept to the client, and it makes me laugh because I will push a little bit. I'll say, why don't you try a bit more colour? Or why don't we try some different textures in here? So yes, I will definitely push a client to go a bit bolder. And if it's too crazy, you can always tone it down. The best thing about interior design is that everything's visual - you can show them the design. If it's a bit too bold and they don't love it, you go back and tone it down. With sample boards and mood boards, they can see the textures and colours. I've thankfully never gone over that boldness threshold, because I gather so much information from my clients first. So they've trusted me. Thank God.

Imke Du Toit

I guess sometimes you do need to get your clients a little out of their comfort zone.

Jessica Cavaree

Absolutely. Especially living in a world now where social media is so big - clients will see something on social media and want it immediately. I always tell them that's very much a "now" trend. Twenty years down the line you might look at it and think, why did I ever want that? Just because it's trending online doesn't mean it's right for your home long-term. There's a lot of work that needs to go into getting it right.

Imke Du Toit

Absolutely. A lot of it comes down to those conversations from the get-go, making sure designer and client really understand each other. Do you think London clients secretly crave timeless design because it's elegant - or because they're terrified of making a decision they'll regret for the next 30 years?

Jessica Cavaree

That's a good question. I find that a lot of people do head towards that timeless, elegant design because they think it's going to last forever - and well, it is timeless, so it should. But I always say to a client: when you go into a space and it's your own space, why are you making it for everyone else? If you've always gone back to a certain colour, or a piece of furniture, and thought "I love that" - why not have it in your space? Timeless and elegant interiors are stunning, but why not put your own spin on it? You could tone down the walls and go for something plainer, then add bolder elements that feel more like you. That way you get the best of both.

Imke Du Toit

Absolutely. As you said, you're living in that space. Why do something for everyone else if you can't stand it twenty years from now? It really is a balance, isn't it?

Jessica Cavaree

Exactly. I think people get so afraid to step out of their comfort zone that they actually create interiors they don't like - and it doesn't even take 30 years. It takes 20 minutes of sitting in the space and thinking, oh, why did I do that? I don't actually like it.

Imke Du Toit

I guess it also comes down to the difference between what you think you want versus what the end product actually is.

Jessica Cavaree

Exactly. That's why I say even to friends who come to me for advice - just sit and really think about what you like. Because as soon as you create a space you don't like, you don't want to live there.

Imke Du Toit

You're going to be stuck. Okay, let's look at taste and the quiet politics of homes. What's the one polite London design request that actually means the opposite of what the client really wants?

Jessica Cavaree

I get this all the time. Clients say they want something simple - but behind that "simple" is hidden storage, bespoke joinery on show, panelling, wildly oversized furniture... So they say they want simple, but there's really no simplicity involved.

Imke Du Toit

It comes down to understanding what simplicity actually means to each person. You prioritise comfort and practicality - do you ever feel pressured to design for what looks good in a photograph rather than what actually feels good in real life?

Jessica Cavaree

I think we do feel that pressure, because social media has such a large influence on our day-to-day lives. When a client scrolls through Instagram and shows you a photo saying "this is what I want," you then have to explain that the photo is likely from an enormous American home. Most of them are. You live in a three-storey London townhouse - we need to tone it down. I had one client who was really into the colour black and wanted to paint the whole room black. Don't get me wrong, I love a black element. But an industrial, commercial-sized room done in black is stunning. In a modern-day bedroom? It's not the same. That said, you can still bring elements from those inspiring photos into the room in a way that works.

Imke Du Toit

And half of those social media spaces have artificial lighting brought in specifically for the photograph, which makes a real-life space look very different. Plus, spaces create emotional moods - I can imagine an all-black room looking stunning but potentially making you feel very different after sitting in it for a long time.

Jessica Cavaree

Exactly. One hundred percent.

Imke Du Toit

When a client tells you they want a space that reflects their personality - do you ever think, are you sure? Have you met yourself?

Jessica Cavaree

Ha! I've thankfully not come across it too badly. I've had clients where I've thought, okay, let's tone it down a little - but I feel like a home can never look as ugly as a personality. Elements within a home, if done well, are always beautiful. That ugly personality you find in some people doesn't translate into a home the same way. Even striking, aggressive elements in a home can look gorgeous. Whereas in a person, it's very the opposite.

Imke Du Toit

What's the biggest myth about London homeowners that you wish you could correct once and for all?

Jessica Cavaree

I'd say that everyone assumes London homeowners want that clean, crisp white timeless aesthetic. But actually, quite a few of the clients I'm working with now - perhaps because of the age range, mostly between 30 and 40 - want bolder elements. They want a dramatic entrance, especially. A black staircase, a geometric tile on the floor, maybe a leopard print runner going up the stairs. They want to move away from what people would expect of a London townhouse - that timeless, white, crisp look.

Imke Du Toit

Interesting. So that age group is pushing to test the boundaries and have that striking wow factor. Are you seeing older age groups remaining more conservative, while younger homeowners are embracing the shift?

Jessica Cavaree

Yes, absolutely. The older generation tends to be a bit more wary - they feel like they can't step out of their comfort zone, that they need to stay within it because of what other people will think. I'm reading Mel Robbins' book Let Them at the moment, and I always try to explain to clients: what's the point? This is your home. This is where you live. And with some younger clients, interestingly, they actually want the safe beige aesthetic - which can be gorgeous - but I always ask: where's your twist? Where's your personality? Because if it's all one colour, even if it's beautiful, it needs those tweaks - plants, natural wooden shelves - something that brings you into the space.

Imke Du Toit

Absolutely. It comes back to not designing for everyone else. Okay, let's look at the UK luxury market - what no one really says publicly. With global supply chain issues and rising import costs, is luxury furniture becoming less about taste and more about who can tolerate the longest lead time?

Jessica Cavaree

I do find that. I think now, because money can feel more disposable, people want things immediately. And that does affect lead times, because there are so many companies out there offering fast-track delivery. A lot of people are choosing that - and it's a shame, because they're missing out on really beautiful luxury designs. Companies like FCI have that durability and elegance that fast-turnaround alternatives simply can't match. But clients leave it so last minute - Christmas is around the corner and they need the sofa before Christmas, and it's just impossible.

Imke Du Toit

It loses that element of what luxury actually means - something bespoke takes time. And you're right, life has become incredibly fast-paced. It's been a very interesting shift over the last few years. Post-Brexit import realities mean designers pay more and wait longer - do you think clients actually understand the invisible labour behind their simple request for, say, an Italian dining table?

Jessica Cavaree

No, they absolutely don't. They think you just go to the manufacturer and say "can I have this?" and it appears. The struggle is explaining that you have to source, you have to go out and find the company that can meet their lead time, that has the right tone, the right legs, the right wooden finish. Every tiny detail has to be tracked down. There's a lot of work they simply don't see - until you tell them to go and source it themselves if they don't trust your opinion.

Imke Du Toit

Of course. And you don't even know if that exact piece will suit the space until you see it in context. There really is a lot happening behind the scenes. Alright, let's do a quick rapid fire round - one word answers only. Don't overthink it. Ready? A colour you could happily design with forever.

Jessica Cavaree

Easy - green.

Imke Du Toit

The one material that always feels right.

Jessica Cavaree

Linen.

Imke Du Toit

Your mood board in one word.

Jessica Cavaree

Serene.

Imke Du Toit

The texture that defines home for you.

Jessica Cavaree

Soft. It's not exactly a texture, but that's what keeps coming to me.

Imke Du Toit

Softness absolutely works. Coffee table books or candles?

Jessica Cavaree

Candles.

Imke Du Toit

The emotion you want every home to evoke.

Jessica Cavaree

Complete. When you go into a space and you don't feel it's finished - it's not done. Yeah.

Imke Du Toit

I love that. And serene as a mood board in one word is so vast - in a wonderful way. Thank you for playing! Let's move on to trends and the psychology of luxury living. Luxury interiors used to be about exclusivity. Now every trend appears online within 24 hours. Do you think the word "luxury" is losing its meaning?

Jessica Cavaree

That's a tricky one because I feel like everyone has their own version of luxury. Not everyone can afford the highest price points, so their version of luxury might sit in that middle tier. When I work with two very different clients, luxury can mean two completely different things. It's about understanding what luxury means to that individual before we translate it into a space. High-end clients want the big brand names. Someone with a more moderate budget wants those same names but might need to save toward them, or we find the next best thing. That's where a company like FCI London really helps - there are quite a few different ranges available.

Imke Du Toit

Absolutely. And like you said - luxury means something different to every person. I think of luxury as something bespoke, something only a handful of people have. It doesn't necessarily mean it cost a fortune. It's difficult to pin down because it means something different to every designer too.

Jessica Cavaree

Exactly. Being able to work with a carpenter who creates something completely designed around how you live - that is luxury. And then someone else might find their version of luxury within a range that has bespoke elements but isn't fully custom. Both are valid.

Imke Du Toit

Do you think British taste is shifting because of genuine cultural change, or simply because people are tired of seeing the same neutral palettes everywhere?

Jessica Cavaree

I do think it's shifting, and I think it's something we should celebrate. People bringing in their different cultures - if you go on holiday and see something you love and bring it back, that's such a personal and gorgeous addition to a home. I hope it keeps going and reaches more people who are stuck in the beige-only mindset.

Imke Du Toit

Absolutely. It creates uniqueness. If you've brought something back from a place you visited, no one else will have it. And I love that you said we should embrace cultural change - another designer I spoke to recently was talking about how vital global influences are. Bringing that forward creates spaces that are vastly different and uniquely beautiful.

Jessica Cavaree

Absolutely. And with our changing environment - longer summers - bringing in elements from warmer European cultures is an amazing thing. We have to change with the world, and other cultures are helping us do that.

Imke Du Toit

It opens up collaborations too, which is so key. With the rise of remote work, are homes becoming more personal or more performative - designed for living or for Zoom meetings?

Jessica Cavaree

That's such a good question because a lot of the interiors we do now incorporate some sort of desk space, since not everyone goes into an office five days a week anymore. We are designing a lot more office space as a result. There's a lot of research into how your space really affects the way you live - your emotions, your sense of wellbeing. If you're working from your dining room table, how are you mentally closing off in the evening to sit down and have dinner with your family? We just completed a design for a client who needed exactly that - a dining room that also functioned as a home office, but with a clear separation at the end of the day. We created a floor-to-ceiling cupboard with panelling that drew the eye upward, creating the illusion that the room was much larger. It opens to reveal a fully equipped office inside. So at the end of the day, you close the doors and you're in your dining room. Your mental health matters, and you don't want to feel like you're working 24/7.

Imke Du Toit

That's fantastic. It comes down to the psychology of the space, and taking emotion into consideration. Not everyone has the luxury of having a dedicated room for an office, so thinking creatively outside the box - like that cupboard - is just brilliant. It gives it a fun element too, especially with kids around. That's the kind of creative freedom I love seeing in rising designers like yourself.

Jessica Cavaree

Thank you.

Imke Du Toit

Let's look at technology and AI and the new design landscape. Would you ever consider offering an AI-assisted design package, or does that undermine the craft too much?

Jessica Cavaree

That's a good question. If you're paying for a luxury interior designer, you're paying for someone who knows you - who understands everything about you. That's what we're paid to do. And I can't see how AI can replicate that. That said, I do use AI in my work. It's helpful for prompts, for generating CGI images to show clients when they can't afford professional renders. There are lots of elements where it helps us. But I always challenge my clients: I don't understand how a computer can know exactly what's in your head. How many people take the time to write out everything they're thinking in full detail? You miss that personal touch when it's all AI-based. There's something missing - and I think that something is the human element.

Imke Du Toit

Absolutely. You need those conversations, the bouncing of ideas between two people. As you said, it comes back to psychology. You're not going to tell AI everything that's in your head. It's a great tool for efficiency, but that human touch is irreplaceable.

Jessica Cavaree

Exactly. And I always say to people who are afraid of AI - don't be. Use it in your company to help you go that little bit further. You need to keep up. Sketch Up, AI image tools - why can't all these elements work together? I think the key is to evolve alongside it, not against it.

Imke Du Toit

If clients start expecting same-week design options thanks to AI tools, do you think luxury interior design will survive the culture of impatience?

Jessica Cavaree

I think that's what makes it harder for interior designers now - clients think: I could just put this into AI and get something today. But I always challenge them: give it a go, see what comes out. Because I think for luxury clients specifically, you can never fully replace that one-to-one human connection. They want someone they can text and get a real, considered response from. They want that personal, homey touch. I don't think AI can replace a luxury interior designer. And a lot of AI tools are free, which makes it seem more appealing than paying a designer - but you miss out on so much.

Imke Du Toit

Yes - and the advancement of these platforms has been quite rapid. New features appear seemingly every few weeks. It does make client relations more challenging at times. But as you say - embrace it, evolve with it, and use it to your advantage. When you look back at the homes you've transformed, what's the one feeling you hope every client carries with them long after the project is finished?

Jessica Cavaree

I think I want them to feel that sigh of relief - that sense of relaxation and completeness. I don't want them sitting there looking at a wall thinking, I wish I hadn't gone with that colour, or that panelling. I want them to feel proud. That complete, settled, proud feeling. That's definitely what I'm going for.

Imke Du Toit

Proud is a beautiful one. And it's what makes a creative industry so special - every project is different, with its own memories attached to it, from both the designer's and client's perspective. Seeing where you started and where you end up, and knowing the client loves the space - that makes it all worthwhile. As you look ahead, how do you see your own design voice evolving with technology?

Jessica Cavaree

I think you have to evolve. You have to go on that journey with it. I use AI to help with social media - what content to post, which hashtags to use - and that keeps me current. Sketch Up, AI imaging, social media tools - why can't they all work together? The older generation of designers might still carry pen and paper, and that's beautiful, but I think using all these elements together is the way forward. You don't want to be left behind. You don't want to miss out on what other designers are doing, because all of it becomes more beneficial to you in the end. So go with it. Go with the flow.

Imke Du Toit

Love it. How do you see collaborations between interior designers and specialist suppliers like FCI London shaping the future of luxury interior design in the UK?

Jessica Cavaree

What's amazing about companies like FCI is that you can go to one place and get everything you need. You don't have to match your vanity unit to your bedside table to your bed - but it's wonderful to have a space where different companies' pieces all work together cohesively. Going back to the Italian dining table - you can find chairs that complement it perfectly, all within the same platform. It's like having a great contractor who brings together the builder, plumber, electrician, and landscaper. Everything in one space. That's so useful for luxury interior designers - they don't have to go sourcing from twenty different places. The brands are all there already.

Imke Du Toit

Absolutely. It really does speak to the fast-paced nature of the industry and our clients. It's about building a great database of collaborators - suppliers who work for you and for the client. And as careers progress, those partnerships are vital. It's lovely to see designers collaborating with suppliers like FCI London and others across the UK. It'll be great to watch how that continues to grow. Jessica, thank you so much for sharing your insights and your heart behind your work. It's been an absolute pleasure learning about you, your creativity, and your philosophy. I'm still taken by that floor-to-ceiling office cupboard - I wish we had a photo of it. It's so ingenious. It just creates that livable, beautiful, practical space in a way that's completely unexpected.

Jessica Cavaree

Thank you so much. This has been amazing.

Imke Du Toit

And to all of our lovely listeners and viewers - thank you so much for joining us again on the FCI London podcast, where we sit down with some of London's most influential luxury designers. Keep following, keep designing, and please join us again next time as we continue to explore the stories shaping the world of luxury interiors. Until next time. Goodbye.