Spaces, like their owners, reflect an inimitable sense of individuality. This bond created through design, entails a story that craves expression. This is what Storyboard Design does for its clientele states Swathy Sivarman, CEO and Chief Designer at Storyboard Design. An Interior Designer with an intricate eye for white space and contemporary design, her vision for projects come to life by combining the clients’ desire, analyzing them with global trends, and aligning them with her grand outlook to envisage a luxury appeal.

Founded in 2016, her firm Storyboard Design provides full-spectrum solutions in the Interiors and Furnishings space right from the design phase to its execution and handover. When she isn’t managing her firm, which is never she states, she is a dutiful mother who ensures her 12-year-old son attends his Piano lessons and adheres to game time schedules.

In an interview with the Women Entrepreneur team, Swathy shares with us her journey as an interior designer.

Take us through your early education and prior industry experience. What factors led you to become an entrepreneur in the interior design field?

With a Master’s in Environmental and Sustainability Management from Harvard University, Boston and a Bachelor’s in Architecture from UVCE, Bangalore, my journey is motivated by my love for art and architecture.

I always feel it is the design field that chose me. I remember spending a month in a Telecommunications Engineering course that made me aware of a void in my soul - for creativity and imagination. So, I decided to pursue Architecture and absolutely loved the creative journey.

Prior to my entrepreneurial journey with Storyboard Design, I spent time learning the nuances of the business with renowned firms like WS Atkins, KGD Architects and Nelson Consultants. In addition to being

in a design role, I also took up work in other departments such as Procurement, Project Management, Business Development, Accounting, Operations, etc. This helped me garner quality insights and a holistic approach that now help me in my leadership role at Storyboard.

My motive and greatest challenge as a designer and head of Storyboard design is not to just to deliver my own version of aesthetics, but to sync it with my client's vision, gather a realistic understanding of materials and their availability, optimize the cost to fit the budgets, and ensure execution through craftsmen coming from diverse backgrounds.

Tell us about the inception and how has the journey been in terms of growing the firm?

Storyboard Design came to life as a synchronized ideology of two women passionate about design, and thirsty for entrepreneurial success. My partner and guiding force, Jyoti Jain hails from a family that defines excellence in entrepreneurial success. She had already made her mark in the furnishings space with a lavish 40,000 Sqft showroom in the heart of Bangalore. When we met to discuss opportunities, there was no doubt that the combination of her exposure in the market and my expertise in design could give birth to a firm of intangible essence.

I believe every obstacle is an upside-down opportunity. We started with a team of 3 members, just me, Jyoti and a junior designer who would manage site visits, design development, execution, to payment collections. Every time we were posed with challenges, we innovated and found solutions that proved valuable for the next project. Constant learning and unlearning too is an important part of this dynamically changing industry.

Today we employ over 40 professionals supported by HR, Procurement, and Admin teams. This large and agile organizational structure allows us to provide service excellence to clients with various budgets. As a result, Storyboard Design has completed over 200 high-end projects in luxury residences, corporate and commercial spaces across India in just five years.

What makes storyboard design unique? What is the firm’s approach to interior design and serviced delivery?

Any space is filled with emotion that reflects the people using it. How we carve a beautiful story of this to create a bond between the people and their space is the vision of Storyboard Design.

Moreover, we endeavor to make Interior design services available to anyone with a desire for well crafted spaces, not just the rich and elite. Hence, we have launched our company with Storyboard ‘Elite' for projects that go into crores and Storyboard ‘Lite’ where we cater to budget homes as low as 5 lakhs. The ideology is that irrespective of the budget, choice of materials and design formats can help realize the creation of beautiful spaces to live or work. We take pride in offering only the finest quality products coupled with an exemplary service that makes our clients refer us for more projects.

What was it like transitioning from an employee to entrepreneur? What are some facets of your personality that have helped propel your company?

When I worked for a typical MNC, there were measurable parameters to define my career growth. I just needed to hone my role to the best of my ability. Very different from that was when I stepped into an entrepreneurial journey. I realized it was like another journey of motherhood, giving birth to a child. You have to own it, nurture it, and imbibe good ethics and culture into the company.

Having to be the one to designate tasks and take responsibility for everyone’s wellbeing can be overwhelming at times. This is what paradoxically makes it empowering as well. I often find the journey can be like a game of chess. Each piece collectively contributes to the success and failures of the organization. It also teaches you the important facets of the business world vis-à-vis., hierarchy, stability, risk assessment, planning, teamwork, competition, and sacrifice.

What are some design trends and approaches that reflect in your designs? Where do you draw inspiration from as a creatively inclined person?

My love for design dwells into sub-genres of contemporary, fusion, and minimalistic design. I seem to have a zeal for white space flamboyance and try my best to bring this out with subtlety. Intertwining design with the inmate’s style and story within an empty space complements my journey of transforming spaces.

Travel is my greatest source of inspiration. While my travels across the globe broaden my perception of art, my visit to Europe especially rekindles my creative side constantly! My visits to Milan’s renowned design exhibition – Salon Del Mobile continually expand my acceptance of brilliance. The Italians, with their unique way of blending various composite materials like wood, metal, leather, and lacquer into one product is a work of art that entices me the most. This and the Indian way of colour play allows me to project ideas that are unique and authentic.

What would be your words of advice for women aspiring to be entrepreneurs and interior designers?

There is nothing in the world that can stop you from being what you want, especially not your gender. While we continue to break through shackles of medieval perceptions, we are closer to the light at the end of the tunnel. Focus on this light and let it shine through your work and self. Be you a girl, daughter, wife, mother or all of them like myself, multitask your way through life and embrace the journey and difficulties that come your way. Have a business idea in mind? Go for it. Have a design that may break or create trends? Go for it. Want to take off and do nothing but invest in yourself? Just go for it. You are empowered, you are we women, and we are you woman.