
Marblehead Design Studio and Boutique, Living Swell, Delivers Coastal Elegance With a Touch of Whimsy
Living Swell, a design studio and boutique in Marblehead’s Old Town, is led by founder and principal designer Diana James. The establishment embodies a coastal elegance, blending the unique natural light of Marblehead, characterized by expansive sky and water, into its aesthetic. Living Swell functions as a dual entity: a retail boutique offering home accessories, décor, lighting, rugs, kitchenware, and gifts, and a comprehensive interior design studio. James and her team provide a range of services, from assisting with minor selections like light fixtures or window treatments to managing extensive residential and commercial renovation projects.
Diana James developed an early interest in design, building dollhouses as a child. Her professional journey initially led her into telecom after college in Boston. However, a pivotal experience designing a restaurant for a friend, who recognized her talent and encouraged her pursuit of design, marked a turning point. James subsequently immersed herself in the design industry, joining the IFDA (International Furnishings and Design Association), networking with seasoned designers, and engaging in extensive self-study. She gained experience with companies such as Hunter Douglas and California Closets before establishing Living Swell.
The business transitioned from a smaller location on Atlantic Avenue to a larger, historic building on Washington Street in Old Town approximately a year and a half ago. The current space, nearly double in size, includes a showroom kitchen designed for hosting parties, events, and client consultations. The interior design of the studio itself reflects Living Swell’s core principles, featuring grass-cloth walls, sophisticated lighting, high ceilings, layered textures, and a blend of elegant and whimsical elements. The overall ambiance is bright and coastal, aligning with the brand’s identity.
Living Swell continuously updates its inventory, with a recent focus on spring and summer collections. James notes a shift in design trends from an earlier preference for gray tones to warmer palettes and vibrant colors. The resurgence of interesting shapes, intricate details, darker wood furniture, and antique rugs also influences their selections. The boutique carries a unique line of tableware that emulates antique serving pieces with ruffled designs, alongside rich fabrics and wallpapers.
In addition to retail and design services, Living Swell hosts “Living Swell Sessions,” a series of events aimed at teaching practical design skills. Recent workshops have covered topics such as styling a front entryway and decorating around a fireplace. One popular session allowed participants to design their own pillows using fabrics from Living Swell’s collection, which were then custom-crafted by in-house artisans. James views Living Swell not merely as a business but as an extension of her personal passion, allowing her to live authentically and share her love for design with others.
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