A Cannock-based interior designer is set to step into the national spotlight after turning a passion project into a fast-growing business with new clients including a café bar in Las Vegas.
Sophie Newlands, founder of Shag Interior, will compete in the seventh series of popular BBC show Interior Design Masters, hosted by Alan Carr.
Originally from Newcastle-under-Lyme, Sophie now lives in Cannock, where she launched her business in January 2024.
Shag Interior began as an Instagram account documenting renovations to the home she shares with her husband, Brad, before evolving into a commercial interior design venture.
A self-taught specialist in paint effects, Sophie initially took on residential clients, creating bold, maximalist living spaces before moving into commercial work. She has since secured new commercial clients, including an architects’ firm in the West Midlands and a café bar in Las Vegas.
Sophie, who previously ran accessories brand Brimstone, producing handmade fedoras and scarves, and an events company called Hellfire Collective, said: “The Las Vegas job came about because they searched the maximalist interiors hashtag on Instagram and found my page. At first I thought it was a scam, but I spoke to one of the team and it was real.
“My style has been called rock and roll maximalism with animal prints, rich colours and clashing prints. I work a lot with the hospitality sector – cafés, bars and restaurants – and the dream would be to come up with a design scheme for a boutique hotel.”
Filming for Interior Design Masters took place last summer, with Sophie sworn to secrecy about her involvement.
She said: “I’d always watched and loved the show, so when applications opened last year I thought I would go for it. It feels like a long time waiting for it to air.
“I had to keep it a secret, so I told people I was working away. I didn’t know how long I’d be in the competition, so I couldn’t schedule any new work – but I was able to build up a waiting list.”
Carefully giving away no spoilers, Sophie said the process had been transformative.
She said: “It was a big commitment but I’m really glad I did it. I’m not a naturally competitive person, and I’ve never really been good at anything or put myself in this sort of position.
“But I put myself out there, and being in that environment was what I needed. I was holding myself back and lacked confidence, but now I feel changed as a person and a business owner. It’s been huge. There’s nothing like having your work critiqued on television.”
She also praised host Alan Carr for his support during filming, saying: “He’s great, just like you see on TV. He’s so funny and picks you up when you’re stressed. He’s got time for everyone.”
- The seventh series of Interior Design Masters begins on BBC One at 8pm tonight (21 April). It also features Ben, an outdoor furniture designer from Enville in South Staffordshire.
