Samantha Watkins McRae is a residential interior designer based in Belsize Park, working across Hampstead, Primrose Hill, Highgate, St John’s Wood and North London. For over 14 years, she has been creating thoughtfully designed homes that balance beauty, functionality and a deeply personal sense of character.
At the heart of Samantha’s approach is the belief that successful interiors begin with understanding the people who live in them. Every project starts with listening – taking time to understand how clients live, what inspires them and how they want their home to feel. Through collaboration, trust and a shared creative journey, she helps clients transform ideas, aspirations and often the vaguest of sketches into homes that feel uniquely their own.
Known for her positive, thoughtful and highly collaborative approach, Samantha guides clients through every stage of the design process with clarity and care. Whether undertaking a full renovation, designing bespoke joinery or furnishing a family home, she brings together colour, texture, craftsmanship and carefully considered details to create interiors that are both beautiful and enduring.
Drawing on an early career in fashion, Samantha has a confident eye for colour, pattern and materiality. She is passionate about sourcing distinctive pieces, championing skilled artisans and introducing clients to makers and craftspeople whose work brings individuality and depth to a project.
A graduate of KLC School of Design, Samantha founded her studio in 2012 and continues to build long-standing relationships with clients who value creativity, trust and a genuinely personal service. Many clients return for multiple projects over the years, drawn not only to her design expertise but also to the enjoyable and collaborative experience of working together.
As one long-standing client reflects: “Sam is endlessly positive and creative, as well as being wonderful to work with. She has really helped us to step outside our comfort zone by nurturing a more adventurous appreciation for the aesthetics of our home.”
For Samantha, the most rewarding projects are those where the journey is every bit as meaningful as the finished space – creating homes that enrich everyday life and bring lasting enjoyment for years to come.
