Samantha Friedman started out doing commercial kitchen space-planning—but seeing the beautiful spaces designers were creating around her work inspired her to go back to school for interior design. She founded her firm in 2007 and today heads a team of three other woman designers.

“Most of our clients have families and need spaces that are both inviting and practical,” Friedman relates. “With two young boys and several pets, I know what will look good and be durable enough to survive. I understand storage needs, play needs and living needs. And with my background, I know my way around a kitchen and what will make it efficient and beautiful.”

Friedman understands that every project is unique—as are her clients. “Each client handles the design process differently,” she explains.“We tailor our services to help people navigate what’s most important at any given time. Some clients want to see an entire project mapped out at once. Others need to go room by room. Costs and lead times all affect decisions as well.” From start to finish, the designer strives to make the process as fun and inclusive as possible, while also gently pushing clients just beyond their comfort zone to create livable, inviting spaces.

Friedman’s favorite projects are those that inspire her to try new things and to push herself while having fun. “I became a designer because I wanted to be creative and craft spaces that matter,” she says. “I love that no two projects are ever the same.”