
Justina Blakeney Actually Doesn’t Love Being an Interior Designer
Justina Blakeney, a prominent figure in contemporary design, reveals that despite her widespread influence, she doesn't consider herself a traditional interior designer. She found the practical aspects of client-based interior design, such as driving, schlepping, managing purchases and returns, and client negotiations, did not align with her creative and fast-moving personality. Instead, she sought to explore how she could engage with interior design without the constraints of traditional client work. Her blog, The Jungalow, has become a leading resource for bohemian design, solidifying her status as a 'multihyphenate' in the industry.
Blakeney's career path has been unconventional. She initially pursued performing arts but shifted to design after studying in Florence, Italy, where she lived for several years working in the field. Her entrepreneurial journey began with a handbag company co-founded with her sister in Florence. Her early experiences with selling on eBay provided her with foundational knowledge in digital media and retail, sparking a passion for collecting vintage items and fostering a multidisciplinary love for fashion, interior, graphic, and product design. Upon moving to New York at 27, she worked on craft books and contributed to arts and culture magazines, eventually starting her blog in 2006 at the suggestion of her publisher. This blog initially served as an announcement platform but gradually evolved into a daily practice focused on interiors, photography, writing, and global communication.
The blog's growing popularity led to requests for home design, inadvertently labeling her an 'interior designer.' Blakeney's career milestones include a marketing activation with CB2, which resulted in a feature in Elle Decor, and the publication of her first interiors book, initially rejected multiple times. After rebranding her 'Jungalow' concept to 'The New Bohemians,' the book became a New York Times bestseller, a pivotal moment that cemented her confidence and dispelled self-doubt. Blakeney emphasizes that there is no typical day in her profession, as she constantly juggles diverse projects, maintaining a rhythmic lifestyle despite varied daily schedules.
Her signature design style, which she identified by analyzing her Pinterest boards, is characterized by color, pattern, and plants. This 'Jungalow' aesthetic is a personal expression, incorporating elements from Italian modernism due to her time in Italy, African influences reflecting her roots, and natural materials stemming from her Berkeley upbringing. Blakeney views social media as a powerful, free tool that drives a significant portion of her business, advocating for authenticity and transparency. She believes in sharing resources and information, such as product sources and costs, which is often kept private in traditional design circles. Her advice for aspiring designers on social media is to overcome ego, start posting regularly, and engage actively with their audience. She underscores the importance of providing valuable, empowering information, not just inspiration, and fostering two-way conversations.
Regarding personal growth and business ownership, Blakeney acknowledges her privilege but also highlights her strong work ethic and passion. She details how she maintained her blog even during full-time jobs, often waking early to write. For those looking to transition into design, she suggests gaining experience through assisting on installs or honing photography skills while still employed, and shadowing professionals to confirm career fit. To manage a demanding schedule and maintain a big-picture perspective, she dedicates focused work time to evenings and weekends at home and incorporates walking meetings for mental clarity and environmental change. Ultimately, she believes design is about human connection and personal expression, cautioning against solely following trends. She emphasizes that success in the digital design industry relies on empowering audiences with valuable information and engaging in consistent, reciprocal communication.
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