Great design deserves time – Beena Amin

interiors

For Beena Amin, design has always been personal. Her first piece, Natalia, was an oversized coffee table made in December 2007, detailed with thumb pins and stones like ferozas and emeralds. It wasn’t made to follow rules but to follow feeling. That same instinct guides her process even now. Ideas come when they’re ready - sketched, shaped, and brought to life through materials like wood, velvet, and metal.

“I believe great design takes time and I’m willing to give it all the time it needs,” she says. Her work often waits for the right home. She remains closely involved in every detail, from sketch to finish, grounded in the belief that design must work, must last, and must mean something. This week, You! chats with her about furniture and staying true to your craft…

What gives a design its soul?

Soul comes from intention. It’s about more than aesthetics. A soulful piece tells a story - it holds a memory, a moment, and an emotion. It might have imperfections, unexpected materials, or a rough texture that tells its own tale. When a piece carries part of you, it resonates with others. That’s when it breathes.

How did your style evolve?

Over time, through emotion and instinct. I’ve always loved contrast - raw with refined, traditional with a twist. I avoided trends and chose instead to tell stories using shapes, textures, and details. Slowly, I found a voice that was uniquely mine - bold, emotional, and elegant. My design language came from trusting myself and not trying to fit in.

Did your work ever feel too ‘different’ for the market?

Yes. I’ve made pieces that people appreciated but didn’t understand. Some weren’t bought for years. But I kept them, knowing they’d find the right home. And they did. Someone came along and felt exactly what I poured into that piece - and they didn’t question the price. Soulful design may not be for everyone, but it always finds its person.

How does a design idea come to you?

Never in a straight line. Some days I feel stuck no matter how hard I try. Other days, I can dream up an entire collection overnight. Usually, it begins as a spark in my mind. Then I start gathering visual references, sketch it on paper, and finally play with materials. It’s spontaneous but emotional - and that’s what makes it special.

Why wood, velvet, and metal?

They each speak differently. Wood has soul. It’s warm and feels rooted in history. Velvet is tactile and emotional - it adds softness, richness, and intimacy. Metal is structure - it’s what keeps things bold and grounded. I choose materials based on feeling, but function is always a priority. The story is in the texture, but the piece must work too.

How involved are you in making your pieces?

Completely. From the sketches to the final finish, I’m there. I work closely with my team on scale drawings, choose materials myself, and review every detail along the way. If I don’t stay connected throughout, the essence of the design can get lost. I want what’s in my head to be what reaches someone’s home.

What’s the longest you’ve worked on one item?

Over a year. Not because of delays - but because I couldn’t settle. Sometimes one tiny detail throws everything off. And until that clicks, I won’t move forward. Great design deserves time. I don’t rush it.

Is it hard to separate Beena the person from Beena the brand?

No, not really. Design isn’t a job - it’s who I am. Beena the person and Beena the designer are deeply connected. That can be overwhelming at times, but it’s also incredibly rewarding when people recognise my work before they recognise me. My identity and my art are woven together, and I’ve made peace with that.

Where does function meet art?

They’re inseparable. I believe that design is incomplete without function. Even the most artistic piece must work. So, when I create from pure emotion, I still make sure the end result serves a purpose. That’s what turns a piece into something people can live with - not just admire.

Has your idea of ‘home’ changed over time?

Definitely. Earlier, I saw home as a space - something visual. But through designing for others, I learned it’s a feeling. It’s comfort, personality, memory. It must reflect who you are and what you’ve lived. That shift changed how I design. Now, I aim to help people see themselves in their spaces.

How do you stay true to your vision while growing the brand?

That balance is tough. Sometimes commercial pressures shift you away from your centre. I’ve experienced that. But when that happens, I take a step back and realign. It’s easy to get swept up in the market - but longevity comes from staying connected to your original voice.

How do you navigate creative blocks?

By pausing. I disconnect, travel, and observe people, read, or simply sit still. I don’t force it anymore. Experience has taught me that creativity returns - usually stronger - once I’ve cleared mental space. Trusting the process helps me through.

One décor item you think people should stop buying?

I won’t say what people should or shouldn’t buy. Design is deeply personal. If something feels right in your space and brings you joy - it belongs. There are no hard rules in a home that truly reflects you.

Your proudest design moment?

Painting thumb pins gold and using them on furniture at a time when no one else was. Now, it’s everywhere. I also launched the T-Series - trays, trolleys, table trays, all designed to blend form with function. Being recognised for ideas that once didn’t exist - that’s a feeling you can’t replicate.

Most unexpected source of inspiration?

A worn piece of metal at a construction site. It had texture shaped by time. It moved me. That one moment turned into a collection. Sometimes, inspiration isn’t in the object but the feeling it gives you.

What’s always on your mood board?

Emotion. That’s my starting point - whether it’s nostalgia, rebellion, stillness, or joy. I pin textures, colours, poetry, even abstract art that evokes a certain energy. My emotional state often shapes what I create.

If you could swap homes with anyone?

It wouldn’t be about the person. I’d want a space full of character - one with stories, layered textures, and curated objects. I draw energy from spaces that are lived in, not just styled.

A designer you admire?

Rather than names, I admire those with depth and craftsmanship. Today’s scene is crowded - many replicate without understanding the process. I respect original work built on emotion and integrity.

What do you hope to leave behind?

A legacy built on intention and soul. In an age of replication and speed, I want my work - whether fashion or furniture - to remind people to slow down, feel, and connect.

What’s next for your brand?

More depth, not just scale. I want to evolve while staying rooted. That means thoughtful collaborations, new formats, and work that continues to feel honest.

One advice for young design entrepreneurs?

Your vision is valid - even if no one sees it yet. But belief alone won’t take you far. You need consistency, patience, and hard work. There are no shortcuts to building something meaningful.