about interiors by element

Striking interior products inspired by nature

transforming interiors

I started Interiors by Element to create designs that tell a story and share my love of the natural world. I believe that living a life connected to nature makes us happier, and bringing elements of the outdoor world into our interiors is a great place to start. I am forever searching for new and intriguing natural objects and processes to translate into beautiful interior products and I want my designs to inspire and intrigue you. I don’t believe in stating the obvious or playing it safe – Interiors by Element products are designed to be bold, striking and individualistic.

I am known for my statement rug designs, and also offer pattern design commissions for a range of other home & gift product categories. In addition to standard rectangular rugs, I specialise in round rugs, shaped rugs and hallway runners for awkward, hard to fill spaces.

-Belma Kapetanovic, founder, Interiors by Element

about me

I grew up between Bosnia, Kuwait and Canada, and am now based in the centre of the design world in London. I originally trained as a graphic designer in Toronto, Canada and soon realized that the graphic sensibility of my work translated really well to textiles, which prompted me to pursue an MA in Textile Design at the Chelsea College of Art and Design in London where Interiors by Element was born. When I am not designing I can be found living the outdoor lifestyle through trail running, hiking, diving or anything in between. Follow me on Instagram or Twitter for design inspiration and my latest adventures.

the design process

All of the designs on this website are 100% my own original work. My design process begins with observation and photography, and I always carry a camera to record any beautiful or unusual natural objects I come across. Working from these photographs, I sketch all my designs by hand first as stylised black and white drawings. I then either scan these drawings or create final designs on the computer using my trusty Wacom tablet to finalise the colourways and repeat structures digitally.

quality & service

I am committed to delivering a quality product that will sit proudly in your space for years to come, and have been fortunate to develop long-standing relationships with trusted suppliers which allows me to focus on what I do best – creating innovative new products. I love working with my clients directly to create a product to fit their requirements and specialize in bespoke and custom orders, as well as design commissions. Seeing the products I have created being used and enjoyed by my clients is the best part of running my business.

what my customers say...

"Belma is a lovely lady, clever and creative. She takes great pride in her product and service. She responds quickly to enquiries and keeps in contact as the project moves forward. I can highly recommend Belma's work and the quality of the rugs she produces is superb. Belma is happy to quote for bespoke sizes and different colourways which is great for me as an interior designer - it means I can work with Belma on a number of projects."

-Yasmin Chopin, Yasmin Chopin Interior Design, Cambridgeshire, UK

"The rugs arrived yesterday, we unpacked them today, and oh yes they are at least as lovely as I imagined! Super professional transaction with you, exceptionally packed product, and lightening fast shipping from your supplier. I could not be more pleased."

- Russell, San Francisco, USA

"I was looking to buy a rug for my new house, as I wanted to completely redo the colour scheme. I immediately fell in love with the bright colours and graphic designs. I also liked the fact the rugs are wool, as a lot on the market today is synthetic - it felt like I was getting really good value for money and something more natural and lasting. I couldn't be happier with the end result - it perfectly suits my living room. The delivery was fast, too!"

- Liz, Nottingham, UK

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let's get started

I have sold my products to residential and commercial clients worldwide and would love to work with you.

Any questions? Be sure to read my FAQ and learn more about the process of placing an order with me here.
You can call me at +44 7564 035834 or email me at hello@interiorsbyelement.com

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