KINDLY: It's Cool to be Kind

Words by Cally Squires. Photography by Cecelina Tornberg.

“It's about designing with emotional intelligence, not just making something look pretty”

With a stunning new studio on Burford Lower High Street, interior design firm KINDLY (pronounced kind-lee) is a dynamic force to be reckoned with in the property industry. A multigenerational, all-female foursome comprised of co-founders Danielle and Anya, product procurement whizz Mary-Ann and newest recruit Libby, a former private jet pilot.

“She [Libby] was a wing walker and then graduated from KLC London with distinction” says Anya (who herself is an interior design grad of Falmouth University). “We knew immediately she had really good taste, so it was the easiest decision [bringing her on board].”

How did this dream team align here in the Cotswolds? “Serendipity to be honest, as our lives have all crossed the same path at some point” explains founder Danielle, a super knowledgeable designer with 30 years of experience under her belt.

Mary-Ann, for instance, had worked with Danielle's stepfather for 25 years. Then seven years ago all the women found themselves in Oxford when the pandemic hit and took the leap of faith to launch “at the worst economic time”, jokes Danielle.

A bold move that has already paid dividends, with the studio having successfully completed projects in hotspots everywhere from London, Cornwall and Sussex to Dubai and the South of France. It's the Cotswolds, however, where the team truly specialises, with a wealth of local contacts from craftsmen to heritage experts, not to mention a beautiful new studio space in the heart of Burford.

The catalyst for uniting the four women under the KINDLY umbrella was Danielle's realisation that she was “really about designing for people, it wasn't just about putting colours together and working to budgets, it was much deeper than that.” A realisation that was triggered when she took on the hardest commission of her career, creating two bedrooms for her newly adopted children.

That experience framed the philosophy that defines KINDLY today; preserving the character and story of a building, while creating spaces that feel calm, restorative and easy to live in.

“It's all about finding out how a building can support a client's wellbeing,” explains Danielle, “whether aiding their physical and emotional wellbeing, or working with neurodivergence.”

The team achieves this through a concept known as biophilic design; creating synergy with nature using natural light, high air quality, spatial flow, working with natural materials, and crucially, avoiding toxic paints and fabrics.

“This concept also transfers to imagery. You can have an image of yourself skiing at the top of a mountain or at the seaside with your kids. This takes you to a natural environment in your mind, it's really soothing. Use of organic shapes, gentle movement; all these things trigger your brain to relax,” says Danielle.

An important part of what the team does is “designing with emotional intelligence, not just making something look pretty.” Danielle explains, “There's a huge science behind how we design in tandem with nature, alongside a client's personal needs.”

Those needs can often be ones clients themselves aren't conscious of until they've consulted the team, who are experts at the art of diplomacy, and can subtly ease potential marital tensions between couples before they arise.

“You have to love people in this job” says Libby. “But for us in particular, we're very human-centric. Our design is all about the client, and we love that aspect of it. That's why we're here on the high street. We want to be part of the community, not tucked away somewhere. We want to be engaged.”

On the subject of the new studio, its previous incarnation was the Wren gallery, but the team have referenced back to the building's true origin, which was a coaching inn.

“There isn't a straight wall in here, not one, literally,” explains Libby, gesturing around the room. “While we do have expertise in that, and we love to work in it because there's always more personality in these places, what's also important are the clients' personalities. Getting [those two elements] to marry up is a challenge that we really enjoy,” she confirms.

Happily, KINDLY are best placed to tackle those wonky walls using their trusted network of local craftsmen, like Henry the joiner, who made the desks for the new studio. Knowing the people and the story behind the bespoke joinery they create is all part of giving clients a closer connection to their home.

Sometimes though, the building does the storytelling for them. A perfect example, which captures the team's thoughtful approach to working with older spaces, is author J.R.R. Tolkien's former home in Oxford. A listed period building with obvious historical significance, Anya made it work as a contemporary family home, skilfully navigating the planning process, whilst adding clever nods to the building's past, such as a hidden snug behind a secret bookcase door, opened by pulling on a copy of The Hobbit. It is small touches like this that epitomise KINDLY's mission.

Whether you're looking for a forever home project, to invest in a holiday property or simply start slowly one room at a time, the friendly team are always available for tea and a chat at KINDLY, Bear Court, 34 Lower High Street, Burford.

interiorsbykindly.co.uk · @interiorsbykindly