An Interview With Interior Designing Wizard | Doreen Amico-Sorell

Doreen Amico-Sorell is a name that keeps darting in the design circles. Known for her extensive experience, she has been creatively weaving reminiscences of her experiences into individual living spaces. Doreen became acquainted with her creativity when she first designed her own bedroom at the early age of 9. 

As the founder of Sorell Interiors, Doreen's approach is simple yet effective. As much as it is synonymous with style, quality, and innovation, it’s framed by her unique understanding and deep appreciation of many diverse cultures. Considered by many to be the "Sommelier of Interior Design”, Doreen has been adding a splash of realism to her approaches which strives to educate people about the greater world of design and the process underlying its larger impact. I recently got a chance to speak with Doreen to learn more about her unique design philosophy. Here's how my interview with her went. 

1) We know since the age of 9, you have had this creative urge to express your art through design. So how did it go after that and how did it give rise to Sorell Interiors? 

Quite funny you ask that. You see initially, professional interior design was not going to be my career choice, despite loving its artful nature. As my parents encouraged me to be practical, and because I also had a very analytical mind, I considered a career in business, going on to study accounting in college. And though I became successful, running and growing several companies, I knew there had to be more for me. Each time I went out to dinner, I spent more time redesigning the restaurant in my mind than enjoying the food I was eating. So, because I also wanted to decorate my own home properly, I made a decision to study at the Metropolitan Institute of Design. After graduating and gaining experience at several home décor stores, I went out on my own, opening Sorell Interiors. And my life was finally complete. Merging my prowess in business with my passion for interior design has made Sorell Interiors the success that it is today.

2) From where do you draw your design inspiration? 

It may sound cliché, but from the entire world around me. I can be sitting on my backyard deck when upon suddenly seeing a Luna Moth, I think, “Wow! That green would be a perfect color for client X’s accent wall”. Or how finding sea glass on the beach inspired me to choose pastel-colored accessories for Client Y’s yoga studio. You never know from where inspiration may come. This is why I am constantly in tune with my environment and my surroundings. The real talent, however, is realizing that inspiration into the right design for the right individual.

3) How would you define the success of a project, and how do you align your approach to achieve such goals? 

One word, “WOW!” When the client says “wow”, that’s all I need to hear. But, how we get there, that’s the process. I attribute a project’s success to good communication and listening. I delve deep into each client’s psyche to understand precisely what they want, need, and ultimately hope to achieve. After all, it is THEIR space that I am designing, NOT mine! All too often I’ve heard clients complain that with the last designer they worked, the designer didn’t get “them” and ended up putting their own stamp on the space rather than the clients. A successful space is one in which I bring the client’s personality to life in that space. That’s when they say, “WOW”!

4) If someone asks you about your design signature /style, how would you define that?

My style is irrelevant when it comes to good design.  Although many of my colleagues have carved out their own niches and styles to which they target their services, I believe that a good designer should be able to and can create a beautiful space in the style of the client’s vision. 

5) Lastly, how'd you define your aim associated with Sorell Interiors, and what is that one impactful change you'd want to create with your work?

Interior Design is often looked upon as a luxury and deemed unapproachable by many people’s standards. And while that level still exists in the form of full-service design for the highest of budgets, at the opposite end, interior design has become more available through the birth of e-design. A mostly DIY approach, the homeowner does it all with only minimal guidance. Inexpensive? Yes. Easy? Hardly. My goal with Sorell Interiors is to create a NEW Hybrid Model that bridges the gap between these two extremes. A strong designer-client relationship, supported by the latest technology with ongoing shared decision-making to ensure greater success, more easily and affordably! For, after all, interior design is about more than just “pretty spaces”. It’s about making a space in which one can feel happy and live successfully. Now that’s, “Home Decorating Done RIGHT!”