In the rarefied world of high-end interior design, where egos often eclipse artistry and spectacle frequently trumps substance, Kate Instone stands out as a refreshing anomaly. The founder of Blush International has spent over two decades quietly redefining what luxury means in the
21^st century. 

When we connect via video call, Instone is characteristically direct, creating an immediate sense that this is someone who has made peace with both her successes and her industry‘s contradictions.“Early in my career, I was very focused on achieving flawless results,” she admits, “but I’ve come to realise that design is not an exact science, it’s a living process.” 

This evolution toward embracing imperfection hasn’t diminished her standards – instead, it deepened her understanding of what truly matters. True beauty, she has discovered, often emerges when spaces reflect the individuality of their inhabitants, rather than adhering to some abstract ideal of flawlessness.

This philosophy extends to her business model. When Blush International launched in 2007, Instone made what she now recognises as her most pivotal decision – “Choosing to remain boutique and to keep design at the heart of everything we do.” Rather than chasing rapid expansion, she focused on cultivating deep client relationships and building a reputation for refinement and discretion. This strategy paved the way that transcends mere financial success. 

“We want our clients to enjoy the process as much as the finished home,” she explains. “After all, if the experience isn’t joyful, how can the end result ever truly feel like home?” Instone’s portfolio reads like a study in versatility, from intimate London town-houses to sprawling Dubai villas, from superyacht interiors to private jet cabins. Her first aviation project, a Gulfstream G550, proved particularly transformative, challenging her to maximise impact within severe spatial constraints. 

Ask Instone about luxury in 2025, and her answer reveals how profoundly the concept has shifted. Once, it meant excess and ostentation, but today, she says, luxury is “space, time, privacy, and the sense that something has been created uniquely for you.” The old displays of wealth, branded furniture, and unused rooms now strike her as almost vulgar. Instead, true luxury lies in mindful intentionality. “It’s no longer about having extra rooms that go unused, but about ensuring every element serves a purpose,” she explains. This extends increasingly to wellness-focused amenities in the home – Pilates studios, hot and cold therapy spaces, even hyperbaric oxygen chambers. True luxury, she argues, lies in tailoring homes to nurture wellbeing and contentment.

The experience also taught her about delegation and trust. “Leadership, I realised, isn’t about controlling every detail – it’s about empowering talented people, listening as much as directing, and creating an environment where collaboration elevates the work,” she shares. 

Discussing empowerment, Instone picks a single defining moment – walking away from a lucrative project that didn’t align with her values. What felt risky instead proved liberating. “That decision gave me the confidence to realise my worth isn’t defined by scale or financial gain, but by staying true to what I believe in.”

When asked what advice she would give her younger self, her response is immediate and heartfelt. “Stop being scared, you are good, and it will all be okay.” She describes years of secret worry about competence, likeability, appearance, and future projects. “On the outside, I appeared confident and assured, but inside, I wasted so much energy questioning myself,” she recalls. The revelation that she was “always more than good enough” came only with time and experience.

As our conversation draws to a close, it’s clear that Instone represents something increasingly rare in the design world – genuine substance beneath surface glamour. In an industry often obsessed with the next big thing, Kate Instone has found enduring success by focusing on the timeless.