Today we’d like to introduce you to Tara Jones
Hi Tara, thanks for joining us today. We’d love for you to start by introducing yourself.
My journey began in the vibrant heart of LA, where I staged many hidden gem homes in neighborhoods like Los Feliz and Silver Lake, as well as luxury residences in Beverly Hills and along Mulholland Drive. After that, I began working for a luxury Design & Build firm, where I was able to truly express my creativity for the first time through renovation and new build projects. Believe it or not, I looked forward to going to work every morning and couldn’t wait to start designing. It was here that I developed my own style, saw my choices come to life, and experienced the reactions of others, which helped build my confidence in my abilities.
Working closely with the construction team, troubleshooting unforeseen issues, and doing on-site walk-throughs taught me a great deal about the technical aspects of the job and what to be mindful of. My fascination with both the design and execution phases is, I believe, what makes me a well-rounded designer. I loved staying on top of things, remaining organized, and project managing—it’s like playing game!
I then became an in-house designer for the prestigious Hillstone Restaurant Group, which was an entirely new experience. I had the opportunity to travel and work with operations teams to improve both back-of-house kitchen layouts and front-of-house dining experiences. I did that for two years before deciding to venture out on my own full-time when I moved to Escondido during Covid. Being in North San Diego has been a blessing, as there weren’t many other designers in the area, which helped me establish myself quickly. I worked diligently to build new relationships with vendors and to find my go-to resources, and it has been a great experience. Since last year, moving to Ramona hasn’t changed anything as far as my client outreach and service areas. I am, however, looking to get more involved in my community being such a small town.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
1. When I first moved here, finding a custom millworker and high-quality, affordable cabinet options was a real challenge. Skilled artisans are rare because fewer people in the younger generation are entering this trade, and those who do typically rely on word-of-mouth. A good contractor usually has one on their team but will not share their resources, which I don’t blame them. I got lucky, though—I found a talented millworker through one of my flooring reps. That’s why I always say that building relationships is crucial in this business. To this day, I still wonder why he decided to share that contact with me, but it’s one of the most valuable resources a designer could have.
2. Even though I had worked on furniture projects in the past, landing my first large, full-service project in Encinitas was a major milestone for me. It required stepping up in many ways. I had to hire an accountant, learn Studio Design—a hefty complex program for managing projects—and get comfortable with it before I could even begin. It was nerve-wracking to navigate that first project, constantly figuring out the best workflow and refining it along the way. While it all came together beautifully in the end, the journey was definitely filled with moments where I had to slow down and learn as I went.
Now, it’s easier because we have a solid process in place, but we’re still constantly adjusting, especially when it comes to determining the best pricing structure for both our clients and our team. I do my best to be fair and mindful of our clients’ budgets, but there is a lot of work that goes on behind the scenes. It’s always a fine balance between supporting our clients and covering overhead costs, all while aiming to grow my team and continue building the business.
Thanks – so what else should our readers know about Designer Space?
We’re an interior design studio, and our motto is “Soulful Design. Inspiring Transformation.” This phrase stems from my own experience of seeing how profoundly our surroundings can impact our overall well-being, mental health, habits, and how we feel, live, and connect with others. Designing your home—a sacred place—with intention and truly expressing our clients’ essence is one of the most meaningful long-lasting forms of self-care and investment you can make.
For example, one of our clients had two living rooms side by side. They didn’t entertain much and only used one of the spaces, yet were still inclined to create a formal living room—even though it would mostly be used by their cats! That didn’t make much sense to me, so instead, I designed a cozy space where they could comfortably read, work on their laptops and do puzzles together, rather than using their breakfast table. (images uploaded of this area – teal curved sofa with bistro table)
Another client had always dreamt of being the go-to host for family and friends but was limited by a small, cramped, and dark kitchen. It was our job to design a kitchen that was not only functional but also supported her desired lifestyle—ensuring everything had a place and flowed seamlessly. Rather than just working from the inside out, you can also work from the outside in to bring transformation into your daily life.
I believe this is what sets us apart—we aim for much more than just aesthetics. We ask deep, thoughtful questions to design spaces that are personal and tailored to each client, whether it’s for new builds, renovations, or furniture design.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
Moving from LA to San Diego felt like starting all over again. As a designer, your greatest assets are your resources and relationships, so re-establishing those in a new area was a major leap of faith. I had to build a new network of tradespeople—carpenters, contractors, suppliers—without the benefit of longstanding partnerships. When you work with new trades on a project, there’s always an element of uncertainty. They might do an amazing job, or they might fall short, and you won’t truly know until you’ve gone through the process with them.
The real risk comes when things don’t go as planned. If a trade does a poor job, the responsibility ultimately falls on me, as the one who brought them on board. It’s not just about fixing the issue; it’s about maintaining the client’s trust while finding a solution. However, I’ve learned that risk-taking is part of growth. Each challenge has taught me how to navigate unexpected situations with resilience, and over time, I’ve built a solid network here in San Diego that I can rely on. But in the end, every new relationship or project carries some level of risk—and that’s what keeps things exciting and rewarding.
Pricing:
- I always provide a flat design fee upfront for the initial scope of work. Since projects often evolve and grow, I implement an hourly rate that applies as the project progresses. This gives clients the flexibility to add on additional elements as needed, without feeling restricted. The hourly rate also covers project management time, ensuring that everything is coordinated smoothly.
- For our full furniture service, I also start with a flat design fee, which not only includes the design itself but also the coordination, scheduling, and implementation—right through to installation and project completion. This approach allows us to bring the vision to life with a clear plan in place. Our pricing structure is transparent and straightforward, giving clients the peace of mind of knowing exactly how much they’ll be investing, rather than dealing with the uncertainty of open-ended hourly fees.
- From the outset, we establish a target investment budget per room to ensure the client’s goals are realistic and achievable. This includes not just the furniture but also factors in costs like window treatments, accessories, shipping, and warehousing. It’s the best way to start a project with confidence, knowing that every detail has been considered and the budget is under control.
Contact Info:
- Website: https://www.designer-space.com
- Instagram: https://www.instagram.com/designerspace_sd/
- Yelp: https://www.yelp.com/biz/designer-space-escondido
Image Credits
Pixels & Pigment (Lauren Armellini)
