Creating an authentic design identity with Alexandra Mason

Alexandra Mason’s family moved around a lot when she was a child, relocating to a different place every year or two. While Alexandra enjoyed moving around and adapting to new environments, she always took the time to establish a sense of ‘home’. “Finding a sense of familiarity was important in establishing a feeling of home and security,” says Alexandra. “I always spent time focusing on setting up my bedroom, rearranging my furniture and making sure everything was considered.”

While living in America with her family in 2002, Alexandra was exposed to the beautiful architecture and interior design showcased around the country. It fed her natural interest in the concept of ‘home’, and inspired her to study interior design upon her return to Australia in 2003.

“I completed an advanced diploma in interior design at the Nepean Design School,” says Alexandra. “I was living in the Blue Mountains with my family, and my daughter was two at the time, so this was the most accessible course for me. It was a relatively new course, but the teachers were well-established designers that I was grateful to learn from.”

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Following her education, Alexandra clocked up 15 years of experience working as an interior designer for boutique design firms, before founding her own company, Studio aem, in 2019. “I felt it was time to step into my own realm and focus on working closer to home, to be able to manage and run my own projects,” explains Alexandra. “I wanted to expand on the styles of projects I worked on, as I have an inherent interest in period and heritage homes and wanted to delve into these styles.”

Alexandra’s aesthetic is characterised by a fusion of classic and contemporary principles with European influences and careful use of colour. Her design ethos is built upon the belief that every project should be tailored to suit her client and site, and that all creatives should support one another by “being authentic and real, supporting each other and getting behind suppliers and manufacturers who are putting themselves out there to be leaders, who pay homage to – and respect – good design principles,” says Alexandra.

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While Studio aem has been a successful business venture, it hasn’t been without its challenges. “The first two years of business took a lot of grunt and determination. I pulled in huge hours and dedicated my time to focusing on working towards ethical design methods and implementing solid foundations to take on high-end luxury projects,” says Alexandra. With the help of a business coach, Alexandra established thorough systems for managing her business successfully.

“I’m proud of my body of work that I’ve had the privilege to work on since establishing the company. The most rewarding aspect is being the captain of your own ship, taking control and managing the trajectory of the company,” says Alexandra. “There is always consideration and self-reflection on what I want my now, and my future, to look like and how I go about achieving those goals.”

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These days, Alexandra is focused on elevating her business to new heights by implementing a new interactive process that’s undertaken with the client at the initial schematic meeting. “It involves collating inspirational visual imagery – practical and whimsical or emotive – and introducing material concepts at this collaborative meeting where all parties have the freedom to suggest ideas. It’s fun and a lovely visual exercise,” says Alexandra. “A lot of design ideas and concepts are discussed, revealed and narrowed down, and this process helps to establish a unique language without formality, establishing a relationship between client and designer in a more relaxed manner.”

See more work by Studio aem on ArchiPro.