#GradsDoingGreatThings: Catherine Nicolaidis from SIENNE

Design School - Online - Group 27, 2024
Trainer: Melissa Bailey

From fashion wholesale to interior decoration, Catherine Nicolaidis has channelled her creative instincts into a business that feels both personal and purposeful. After 15 years in the fashion industry, she made the leap to study at Design School, where she developed the knowledge, skills and confidence to launch her own interior decoration business SIENNE, with a focus on virtual design. With a passion for colour, creating highly personalised spaces and a strong client-first approach, Catherine continues to carve out her place in the industry while staying true to her unique design style. We caught up with Catherine to reflect on her time at Design School and the exciting journey that’s continuing to evolve post Graduation. 

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What’s your current role and how did you carve your path into the industry? I'm an Interior Decorator, running my own design business Sienne, which focuses on virtual design. Having spent some time in the industry working on higher-end projects, I felt a strong pull to owning my own business and working with Clients who were after design solutions on a more modest budget.

What kind of projects do you specialise in, and what makes your work stand out?

I take a client-centric approach, meaning each project is unique to the clients specific style, needs and wants. No two projects have been the same. This keeps my work fresh and interesting!

What did life look like before design-and what was your ‘aha!’ moment?

I worked as a designer and account manager in fashion wholesale for 15 years, before looking for a new career path that would satisfy not only my creativity, but also offer a sustainable work/life balance. I had been following a few Design School graduates on Instagram, and it was Alessandra Smith's home feature on The Design Files that kicked me into gear, and inspired me to take the next step towards study.

Can you share a moment during your time at Design School that shaped your creative direction or confidence?

Module10 - Decorate Residential Interiors, was where it all came together! Having my one-on-one presentation with Mel Bailey, and the positive feedback she gave me, really put any doubts at ease, and made me realise I was on the right path!

What was the biggest mindset shift you experienced while studying?

I was surprised at how challenging it was to alter my approach to certain areas of the interior design process, as opposed to what I already knew from fashion. What began as frustration has now turned into gratitude for the challenges that have helped me become a more confident designer.

How do you stay creatively inspired or fuelled?

By remembering to take a step back from interiors every now and then, and invest time in other creative pursuits.

What’s one thing you learnt at Design School that surprised you, but now you can’t live without?

How to measure and calculate curtain and window furnishings! I head back to my saved notes of Module 6- Soft Furnishings A LOT!!

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What role did your trainers or mentors play in your journey?

Our group was in a unique and rare position where we were taught by various trainers. Each bought their own value to the module they were taking us for, which gave us a unique insight from an industry perspective. Mel B was terrific, and still supports us a year on from our last class!

How has the Design School community- or social media- continued to play a part in your life post-grad?

I’ve been very lucky to meet a majority of my clients through Instagram, so I do put a lot of effort into using my feed to showcase my design aesthetic and work. It’s been lovely to meet new designers through social media - it’s a very welcoming and supportive space!

What advice would you give someone just starting out - whether at the beginning of the course, or freshly graduated?

It’s cliché, but keep going!

Don’t doubt yourself, or compare yourself to others. Be confident in your style and stay true to you - you’ve got this!!

Get to know Catherine:

Special shout to Study Buddies:

Sacha @_designspeaks_   

Marjorie @studio_allround

Leni @lenovitt   

Lydia @morsehuis_studio

Best Piece of Advice or Favourite Quote:

“Don't let your potential go to waste because you don't feel ready enough” - there's never a right time!