“OUR DESIGNERS AREN’T JUST DESIGNERS, THEY’RE BUILDERS.”

We’re sitting in a sun-drenched corner of Hayley’s San Francisco beachside apartment, surrounded by stacks of vintage design books and a quirky mix of art, half-finished sketches, and carefully curated antiques. The place feels very “Hayley”—a lived-in reflection of her refined yet down-to-earth style. We settle into a conversation that dives deep into her design philosophy and reveals the intention she brings to every project.

Bee: Okay, so first things first—what’s your design philosophy, in a nutshell?

Hayley: (Laughs) Oh, the million-dollar question! For me, it’s always about creating spaces that tell a story. I want each project to have a soul—a connection to its past, but with an eye on the future. It’s less about making a space look “pretty” and more about making it feel alive, like it’s an extension of the people who live in it.

“I want each project to have a soul … like it’s an extension of the people who live in it.”

- Hayley Alexander, Design Manager and Partner of 415 Remodeling

Bee: “Feel alive” is a good way to put it. You’re always saying that you like homes to be more than just Instagram-ready. What does that mean?

Hayley: Yeah, I think a lot of homes today are designed to be photographed rather than lived in. You see these picture-perfect spaces on social media that are beautiful but lack any warmth or depth. The coffee table books are there, but they’re not being read. The kitchen looks like it’s never seen a single meal cooked in it. I want to help clients create homes where they walk in and instantly feel a sense of their own place and identity. Where the space reflects who they are and invites them to truly live in it. A little imperfection is good. It shows that real life happens there.

Bee: So you’re not following trends? No Pinterest boards?

Hayley: (Nods) Pinterest is definitely a great resource for collecting ideas and discovering what you’re drawn to visually. I use it sometimes to pinpoint the direction of a project or to help clients articulate what they’re envisioning. But for me, the real inspiration comes from homes that were designed in earlier eras, like the 1970s. That was a time when innovation wasn’t just about looking good—it was about designing homes to support genuine lifestyles. There was this sense of authenticity, of creating something that would stand the test of time. It wasn’t about chasing trends, but responding to how people actually lived. And that’s what I try to capture in my work—design that’s functional, meaningful, and enduring.

Bee: Why are you drawn to that era?

Hayley: The 70s were such a fascinating time for design. People were experimenting—pushing boundaries without the fear of being too eccentric. There’s something deeply authentic about that decade’s approach to interiors. It was about comfort and creativity, and it has this unapologetic realness to it. I draw from it because it feels so grounded and, in a way, timeless. I’ll often reference it when I’m working on a home that needs a little boldness or texture.

Bee: I love that. And what does your design process look like? I’m picturing you sitting cross-legged on the floor, surrounded by sketches and antique tiles…

Hayley: You’re not too far off, actually! (Laughs) But I start by being an observer—not just of the space, but of my clients and how they move through their home. My first source of inspiration comes from them: their pain points, their desires, the routines and rituals that shape their days. I think about the fact that people spend almost 80% of their lives in their homes. It’s the place that holds their memories, where stories are created and shared. I want to design spaces that support and enhance that. So, I watch how they flow through the space, and I start thinking of ways to make it feel more aligned with how they actually live.

“I start by being an observer—not just of the space, but of my clients and how they move through their home. My first source of inspiration comes from them: their pain points, their desires, the routines and rituals that shape their days.”

- Hayley

Bee: And then you go into your “quiet phase,” right?

Hayley: Yeah, after I’ve absorbed everything about the client and the home, I drop into my creative zone. That’s when I shut out all the noise and let myself move through one idea to the next, almost in a meditative state. I’m flipping through old design books and vintage magazines, looking for inspiration that satisfies my client’s needs but also feels timeless. It’s not a fast process—it’s about letting the space and my thoughts speak to me. And then, once I’ve soaked it all in, I switch gears.

Bee: What’s that like?

Hayley: It’s a lot more fast-paced! I go from this quiet, reflective state to a kind of high-energy creative rush. I’m sketching and drafting, pushing out ideas at lightning speed. There’s loud music—usually something upbeat—to keep my momentum going. It’s like I’ve gathered all these fragments of inspiration, and now I’m putting them together into something tangible.

Bee: And what happens after the sketches are done?

Hayley: That’s when I start creating the palettes and finishes that will bring the sketches to life. I shift into a much more fluid, whimsical environment. The music changes—think jazz or something chill like Khruangbin. I play around with materials and colors, letting intuition take over. It’s a lot of experimenting and fine-tuning until everything feels just right. It’s almost like cooking a complex dish—you know the flavors need to balance, but you have to trust your instincts and let the ingredients speak for themselves.

Bee: I love the way you describe that—it’s like you have this deep dialogue going on with the space and the materials. You mentioned earlier that you often pull elements from estate sales or antique shops. How do those pieces come into play?

Hayley: Oh, those are my secret weapons! (Laughs) I’ve always been drawn to objects that feel like they have a history or some kind of soul. When I’m out antiquing or at estate sales, I’m not looking for perfect items—I’m looking for things that tell a story. It could be a weathered piece of furniture or a hand-thrown ceramic bowl that’s slightly imperfect. Those are the pieces that can ground a space and give it character. 

Bee: That makes sense. It definitely adds a layer of depth. It sounds like you’re really in tune with what your clients need, even if they can’t always articulate it themselves. How do you get them to that point of clarity?

Hayley: (Smiles) It’s a process. Some clients know exactly what they want from the start, but most don’t. They might have a general idea or a feeling they’re trying to capture, but it’s my job to help them flesh that out. I spend a lot of time in conversation with them—asking questions about their routines, the parts of their home they love, and the parts that frustrate them. We dive into how they want to feel in the space. Do they want to feel energized in the mornings, or calm and grounded at night? Those little details guide my decisions, and it’s a bit of a dance, figuring out the perfect balance.

Bee: That sounds like a lot of emotional work, too. What happens when you and a client don’t see eye to eye?

Hayley: (Laughs) Oh, that definitely happens sometimes! But that’s part of the process. I think it’s really important to establish trust from the beginning. I tell my clients, “I’m here to challenge your ideas a bit.” Sometimes people get really attached to a certain design choice that might not serve them in the long run, and it’s my job to gently steer them in a direction that does. But I never bulldoze over their preferences. It’s a conversation, not a dictatorship.

Bee: It’s clear that your approach is about collaboration and respect for both the client and the space. I know that one of the things that really sets you apart in this industry is your deep understanding of how things are built—does that inform your designs?

Hayley: Absolutely. Having a robust knowledge of construction and the way things come together structurally is a huge advantage. I’m not just picking out pretty colors or finishes—I’m thinking about how everything will be constructed, how the materials will perform, and how to make the design not only beautiful but durable and functional. It’s about knowing when a particular product or method is worth the investment because it’ll stand up to real life, not just look good on the day it’s installed. My experience on the building side gives me a better perspective on what’s possible and what’s practical. It helps me push the design in new directions without compromising quality.

“I’m not just picking out pretty colors or finishes—I’m thinking about how everything will be constructed, how the materials will perform, and how to make the design not only beautiful but durable and functional. It’s about knowing when a particular product or method is worth the investment because it’ll stand up to real life, not just look good on the day it’s installed.”

- Hayley

Bee: That’s such a valuable insight. It really shows in your work—how each element feels so intentional and well thought-out. What advice would you give to a homeowner looking to embark on a remodel?

Hayley: I’d say, trust your instincts and be willing to push the boundaries a bit. Trends are fleeting, and if you’re just chasing what’s popular now, you’ll end up with something that feels dated in a few years. Instead, focus on how the space makes you feel. Choose elements that resonate deeply with you, even if they seem unconventional. Your home should reflect who you are, not what’s currently trending on social media. 

Bee: One last question—what’s your favorite part of the entire design process?

Hayley: Oh, that’s tough! I think it’s seeing everything come together at the end. When I walk through a completed space with the homeowners, and they tell me it feels even better than they imagined—that’s the best feeling. Knowing I’ve helped them create a place that’s not only beautiful but also meaningful and deeply personal? That’s why I do what I do. It’s more than just designing a house—it’s about creating a home that feels like theirs in every possible way.

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Meet Hayley and the rest of our design and build team.

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