INTERIOR DESIGN

WILLIAMS METCALF INTERIORS
Where clients become friends

By Brandi Christoffersen | Photography by Deborah DeKoff

“WE ARE LIKE DETECTIVES,” says Morgan Metcalf, co-owner of Williams Metcalf Interiors.” We want to know all about our clients — what their goals are, what they want the space to do for them, how they want it to function, and what their aesthetic is.”

For Morgan and her partner, Alice Williams, this means more than just a quick meeting or phone call. As Alice explains, “We spend a lot of time asking a lot of questions. This includes what their daily routine is, how many children or grandchildren they have, their favorite hobbies and interests, and whether they have any pets.” 

Morgan continues, “We look at what they're wearing and even ask to see inside their closet. You can learn a lot about a person’s color preferences, pattern tolerance, and unique style by looking in their closet.” 

As anyone who has ever worked with an interior designer can attest, you can pay someone to create a beautiful room, but if it doesn’t fit your personal taste or mesh with your day-to-day life, it ends up serving no purpose or enjoyment. 

This is what truly sets Williams Metcalf Interiors apart from others in their field. “When we complete a project, we don’t want it to look like our homes, but rather how the client wants their home to look.” 

Since the beginning of their partnership in 2015, Alice’s eye for detail and business savvy has meshed perfectly with Morgan's talent for hand drafting, 3D renderings, and design abilities. “It’s to our clients’ benefit to hire a pair of designers with different skills and strengths and who may view things in two different ways,” Alice says. 

Over the years, the two women have tackled a broad range of projects, from redecorating a small space, to replacing a singular piece of furniture, to completing an entire renovation, or designing a full concept for a new build. For larger enterprises, the design team likes to join the process as early as possible. “We work with architects, builders and over 500 vendors in the home industry,” states Alice. 

Most importantly, they are in constant contact with their clients. “Interior design work is a very collaborative process,” Morgan chuckles. “Our team gets to know the client so well that we can usually guess ahead of time what choices they will make.”

Not only do Alice and Morgan meet with their clients in person, they often meet remotely via Zoom. “While our clients have homes in Utah, not all live here full time,” says Alice. With the use of video conferencing, the entire design process “moves faster and more smoothly.” 

Even when communicating remotely, Alice and Morgan still have the ability to physically interact with their customers. “We send them tiles, fabrics, and finishes so they can actually touch and feel the samples.” 

Furthermore, clients are encouraged to “experience the pieces over a period of time,” explains Morgan. “Let’s say our client has a dog that likes to sleep on the furniture. We will have them live with the fabric samples for a few days to find the one that works best for them.” 

It’s because of this detail to personal attention that much of the company’s business comes from repeat customers and referrals. “We become friends with the majority of our clients,” says Morgan. Perhaps this is also why Williams Metcalf Interiors has become a staple in the local interior design industry.

When asked what advice they would give to young, aspiring designers, the duo smiled. “Always keep your eyes open,” says Alice. “Get out of your own environment and experience different styles and cultures. We make a point to travel and expose ourselves to new things,” she continues. “Not only do they visit design meccas like New York City and Highpoint, North Carolina, but each year they attend the annual Maison & Objet in Paris — ‘Fashion Week’ for interior designers. In addition, Morgan suggests studying designers and architects from years past “to know their history.”

The other reality that both ladies would bestow on new recruits is to know that interior designing can be hard work. “It’s not all about picking pretty fabrics and paint colors. And never trust a freight truck to be on time or to deliver an item undamaged,” laughs Alice. 

Still, for Alice and Morgan, interior design is deep in each of their souls and they have no desire to do anything else. “We love what we do and we love coming to work everyday. Plus, we are able to constantly see and feel beautiful things.” 

This passion for creating and designing and their desire to share it creates a very strong bond between them and their clients. Alice explains that the relationship is about trust. “We speak to our clients practically everyday and walk them through each step of the process.” Morgan agrees, adding, “In the beginning they may be hesitant to ask for our opinion, but by the end they ask us about everything, down to what picture frame to choose.” They often become so close with their clients that they feel a loss when they complete an interior project.

In fact, the ending of an assignment is the only part of their work that can be bittersweet. Morgan sums it up: “The hardest part of our job is when a project ends and we have to say goodbye.”