Holly’s headshot by Kati Dimoff
As the Principal of JHL Design, Holly Freres was nurtured by her mother to be a savvy-minded minded businesswoman. Heading up the family business, she has come to understand the demands of the design field, staying fresh on a global scale, all this while being at the top of her game.
Did you have an influence in your youth that shaped your career path?
Jane Freres, my mother, nurtured me to be a savvy-minded businesswoman but also how to have a decerning eye. Jane started the business and trained me in my twenties. One of my first pitches was to a group of investors for a new commercial building, which included the entire interior package and branding. She let me run the show and from then on, I’ve been learning and growing my practice. Twenty years later, I am still loving it.
You took over as Principal of JHL Design in 2003 after leaving the world of corporate advertising. What are the differences/similarities between the two careers?
There are quite a few similarities, actually. Storytelling through design is relevant for both fields. Also, fast-paced creative thinking and understanding your audience are essential for survival. At JHL we have worked with both big brands and partnerships, as well as global CEOs. The design field is demanding, and you must stay fresh and understand what’s happening globally if you want to be at the top of your game. I learned great communication and organization in advertising, which was a great sounding board for running a business.
What and who inspires you?
Rose Tarlow. I saw her speak last year at a design conference. She started her career with an unsuccessful buying trip to the Paris Flea Market and turned it into one of the most successful brands in our history. True grit and tenacity for details are what make visiting her showroom an authentic experience.
It’s quite unique to have an architectural and interior design service; usually, it’s one or the other. How do you manage to ‘marry’ the two concepts successfully?
My husband, David, heads up the architecture side of our business. He has been practicing architecture for more than 30 years. There’s a lot to know about both interiors and architecture and I rely on an amazingly talented team. We hire seasoned talent and teach them the JHL way of doing things, which is rooted in innovation, excellent client service, and unwavering commitment to great design. We have directors of both departments, and they work closely to make sure each division is producing the best work possible and lean heavily on each other to make sure the outcome is tailored, specific, and distinctive for each project. Add in a good sense of humor and it usually all works out just fine.
What are/have been the biggest challenges in your career?
The pandemic brought so many personal challenges for people, both on the client side and also staffing. It was a challenge as we grew 60% during the pandemic but there was a lot of transition for people. To say it simply, it was distracting to perform at the same level of service. However, so much good came from it – as with anything – difficult times bring so much greatness.
Important lessons along the way?
Health and wellness are so vital to doing anything well! I think we all learned that during the past few years. I don’t take a day for granted in this life.
The favorite part of your job?
My favorite part of my job is the people aspect. I love meeting new clients and understanding their needs and desires for their new projects. Whether it’s a new corporate office, a restaurant refresh, or a custom home, getting to know my audience is by far the most important part of me. As well, mentoring my staff and helping them make their passions, career aspirations, and visions come to life is so rewarding.
What is the best thing about being at the helm of an architectural and interior design service?
The best part of being at the caliper of what we do is that our market is global. We have vendors all over the world and have been published globally. It’s exciting to be able to source from the most talented artisans. We have a wonderful clientele that appreciates individuality in their projects and that we love to do for them.
And the worst?
The worst part of being at the helm is that it sometimes gets lonely at the top! Running a business isn’t for the faint of heart.
Is your home/are your homes as stunning as those of your clients?
I’m thinking of the old proverb of the shoemaker’s children that have no shoes …. hopefully that’s not the case with your abode(s).
My husband and I designed our home about 8 years ago. It’s truly a family home and I wouldn’t have dreamt of anything more perfect to raise four kids, and a dog and host wonderful celebrations. I have learned in this profession that there’s always something better out there (that’s what keeps us busy!) but for now, I am grateful every day for our beautiful home.
What are your favorite rooms in your own home and why?
I love my bedroom. It has views of the tops of the trees and a ten-foot sliding door out to a private terrace, which is the perfect place to have a coffee on a summer morning. During the pandemic, we built a casita that has a gym, guest space, and a dry sauna. It’s like a spa in my own backyard.
What key pieces in your home can you not live without?
We have an original Milo Baughman sofa from the 1950s. It’s our daily hang-out space. We’ve had it recovered a couple of times – it’s so well-built. The best way to practice sustainability is to invest in pieces you can have for decades. We have some wonderful artifacts from our travels to so many places like Indonesia, Europe, Africa, and India. Some of them are commonplace but hold so many wonderful memories and stories for our family.
Talk us through a timeless interior design style.
A space that is well-curated never goes out of style. Pieces that fit into the architectural style of the space, that are well proportioned and of great quality. Add a special piece of art and that’s the cherry on top.
How important is it to accessorize?
Accessories make a space feel lived-in. We can fully accessorize a space really well, but what makes it truly special is having family artifacts or heirlooms from travel. That is what makes it truly unique. We recently visited the remodeled Fairmont Olympic in Seattle. Spanish-based, Lázaro Rosa-Violán did an amazing job making the space feel eclectic with just the right curated accessories.
Is there a right and wrong when it comes to decorating? Please explain.
A resounding yes! This isn’t a hobby. It’s a business. If you want to be successful, it takes skill, study, and a constant passion for learning.
How does one keep things modern/timeless without having to break the bank?
Keeping things simple and not overdoing it. Invest in statement pieces that you love. That will never go out of style.
Do you believe in repurposing dated pieces or should one just shop for new ones?
Since the sofa we use as a family is more than 70 years old, I would definitely be the one that advocates for repurposing furniture.
You have done some exquisite interiors. Do you have any favorites?
Thank you! I do have a few favorites. The Arch Cape house is a custom home that we designed for some wonderful, long-time clients of JHL. It’s truly a place filled with serenity and has such a gorgeous ocean view as soon as you walk through the front door. We are also finishing a home in the mountains this Spring that is a wonderful example of a retreat with post and beam elements. I guess that proves I love good design no matter what style or era.
Have there been projects that you have declined? If yes, why?
Yes, we can’t do all things for all people. Our sweet spot is for projects that are larger in scale so that we can mobilize the team with architects, interior designers, and our procurement staff that can handle every last detail such as hanging the artwork. Sometimes we have to recommend other firms to make room for the projects we can really shine on.
Your husband works at JHL Design as Design Principal. Is it challenging to work together … when do you switch off or close the proverbial office door when you go home? Or is it good to have a sounding board?
Like anything great, it’s not always easy! However, we met working together 16 years ago, so we knew what we were both getting into. We actually complement each other really well at work and as partners at home.
You travel for business and hopefully pleasure too. Which have been your favorite places to travel to that have left a lasting impression?
Cape Town is one of my absolute favorite cities in the world. It was my first international trip with my husband. The advancement of great design is prolific in Cape Town. We are often restricted by US Building Codes in our designs – they can be stifling. We were exhilarated by the execution and attention to detail in the commercial and residential properties. Oftentimes, these properties we toured were historic with modern additions … they were beautifully done. The food, architecture, and history were magical and opened up so much for both of us. We can’t wait to go back with our kids someday. This past year, my mother and I traveled to India, and I fell in love with Jaipur. It’s spectacularly crowded and brimming with color. This year, we’re planning a trip to Oaxaca and Mexico City. Next year … I can’t wait to pick a new destination.
What do you do for fun?
Oh, there’s a long list, but at the top is hiking in the mountains, skiing down the slopes, or vacationing in a part of the world I’ve never been to. Adventure runs deep in my veins and getting outside feeds my soul. I love sharing all of these with my children and seeing how their view of the world opens up and the possibilities in their eyes are endless.
Are any exciting plans on the horizon?
We have our eye on central Oregon and are looking for property for a project there. It’s thriving with new builds and a great market for us to be in. We’re doing a few projects there now and feel that JHL could benefit from having an office there. Our staff is excited about the potential to have a second office close to so much nature. Especially our Design Principal and my husband, whose favorite past-time is fly fishing.