Amidst the increasing demand for sustainable living spaces, Jacopo Artolli talks with Gideon Stone, Co-founder of Janine Stone & Co. studios, to find out about their business approach and the ethos driving their latest property service, Clarity.
Sublime: What is the backstory behind Janine Stone & Co?
Gideon Stone: Our studio was first set up by Janine in 1987 and has since then gone on a transformative journey. We are a leading architectural, interior design and construction firm in the UK, providing comprehensive services for all aspects of design, renovation, and furnishing for our clients.
We specialise in the private residential sector dealing in prime and super-prime properties for discerning clients who desire to 
live a different lifestyle. The scope of our work varies, whether it be creative refurbishments of London properties, or large-scale renovations of country estates.
We firmly believe that every home should be more than just a collection of bricks and mortar, but rather a story that is as individual as those who live there.
S: Why did Janine Stone & Co decide to expand its services beyond luxury interior design? What are the benefits of this decision?
GS: In expanding our services beyond just interior design, we can take all projects from conception to completion. By having all our design and construction services in-house, we can draw on a range of expertise and manage each stage of the process to ensure it runs like clockwork.
In having control over the architecture and build of projects, we create a smoother journey for our clients as they need only to work with one company, and in turn we have greater control and can ensure the delivery of a higher quality product.
We liken this process to a world class restaurant, who to deliver excellence need to control every aspect of the process, from sourcing the freshest and best ingredients, the best chefs, and kitchens to impeccable front of staff service – only in this way is the experience exceptional.
When a project is broken down between different companies, cohesion and unity of purpose can be difficult to maintain, hence we set ourselves the task of making each project exceptional without exception, which can only be achieved when you control every stage of the process.
Our newly launched service, Clarity, is designed to provide a distinct and complementary offering based on this rationale. Clarity provides purchasers of prime and super-prime residential properties with a holistic and impartial appraisal of a property’s suitability, pre-offer, for their redevelopment or renovation plans. Bringing decades of experience in architecture, construction, project management, and interior design, we can ensure a seamless coordination of all project components
S: What is the story behind the launch of your new service, Clarity?
GS: Buyers are naturally apprehensive about proceeding with the acquisition of a major property purchase, yet to the best of our knowledge no other service exists for prime buyers to gain peace of mind pre-purchase. Frequently, high-net-worth (HNW) property buyers approach us shortly after finalising their property purchase only to realise that their initial assumptions about the property’s adaptability and potential to match their lifestyle expectations were mistaken.
This often leads to the discovery that planning permissions may not be granted as anticipated, or that renovations require significantly more time and financial resources than originally planned. It’s not uncommon for these buyers to realise they have missed the hidden potential in other properties and settled for one that isn’t the best fit.
Clarity is a one-of-its-kind service that looks at every aspect of the property and any projects buyers may be considering, regardless of size. This means buyers don’t need to consult with a myriad of specialists like planning consultants, architects, interior designers, project managers and building contractors to feel confident in their decisions. We provide a one-stop solution for all these needs, having uniquely combined expertise in planning, architecture, interior design, and construction under one roof for over twenty years.
This holistic approach is what sets us apart in the market, offering unparalleled peace of mind and convenience to our clients. If that wasn’t enough to make it unique, we are bringing Clarity to the market as a complimentary service for prime and super-prime buyers who think they’ve found the property they want to acquire.
S: What is the company’s stance on sustainable design and environmental friendliness?
GS: At Janine Stone & Co, sustainable design and respect for the environment are core tenets in the way we approach all our projects. In endeavouring to create exceptional living spaces, our holistic approach allows us to seamlessly consider our ecological footprint in its totality, and ensure we minimise waste as much as possible.
Our newly launched Clarity appraisal service distinguishes itself from other planning, design, and construction consultancy services by being a pre-purchase offering. Clarity fills the “missing link” by ensuring the property meets the buyer’s lifestyle needs before the purchase is made to avoid wasted resources, both financial and material. This is in contrast to the traditional due diligence process for prime buyers, which typically involves legal, financial, and real estate consultations.
By embracing sustainable design principles, we aim to lead by example in demonstrating that environmental responsibility can coexist with uncompromising luxury and sophistication.
S: Do you believe sustainable design can contribute to increasing property value over time?
GS: Sustainable design can indeed contribute significantly to increasing property value over time, especially in the high-end residential sector where environmentally conscious clients are increasingly seeking eco-friendly and energy-efficient homes.
While it can be challenging to implement sustainable practices in listed buildings due to the need to preserve original characteristics, finding a balance between conservation and modern-day interventions is key. By carefully selecting materials and using sustainable methodologies in projects, you are not only meeting the needs of environmentally conscious clients, but also ensuring that the properties retain their value over time.
Ultimately, the goal of sustainable design is to create homes that are future-proof, meaning that owners or future owners will not feel the need to rip out existing features and start from scratch. This approach not only contributes to the longevity of the property but also enhances its appeal and value in the eyes of potential buyers. In demonstrating a commitment to sustainable design principles by addressing the specific requirements of clients, property value can undoubtedly be increased while contributing to a more environmentally friendly built environment.
S: What industry changes and trends do you foresee in the coming years?
GS: The UK prime and super prime property markets have begun to show the green shoots of recovery, and we believe new and unique services, such as Clarity, will only aid this resurgence.
We’re seeing now that building costs have stabilised following their spike after Brexit and the pandemic, leading to increased interest from prime buyers looking to customise and renovate their homes. It means the importance of pre-purchase appraisals in the UK’s prime residential market has never been greater.
These economic changes have impacted the cost and feasibility of renovation, extension, and modernisation projects, making it essential for buyers to thoroughly understand the implications of their property investments. A comprehensive appraisal prior to purchase can unveil the true extent of necessary work and the associated costs, safeguarding buyers against unforeseen expenses and ensuring their vision is achievable within realistic budgets.
Other trends include a shift towards wellness, self-care, and flexible living spaces in central London’s prime and super-prime property market, influenced by a variety of factors. The pandemic fundamentally altered perceptions of home, emphasising the importance of a living environment that supports not just physical health through wellness and fitness areas, but also mental well-being with spaces designed for relaxation and mindfulness.
The rise of remote working necessitates homes that can accommodate the professional needs of all family members, requiring adaptable spaces that can serve as offices, study areas or creative studios. Additionally, the increased time spent at home has heightened the desire for properties that can fulfil a broad range of functions—from work to leisure—without compromising on luxury or comfort. These evolving preferences are shaping the way high-net-worth individuals view and value their living spaces, driving demand for homes that are not just places to live, but sanctuaries that enhance every aspect of their well-being and lifestyle.
S: How can clients engage with Janine Stone & Co, and what does the process entail?
GS: Clients can reach out to us on our website to schedule a meeting or personal appointment to discuss projects and more. This would encompass all the components of our comprehensive approach from initial conception to finalisation, including interior design, construction, renovation, refurbishment, and our innovative Clarity service.a
S: What are your plans for the future of Janine Stone & Co.?
GS: Going forward, we aim to remain as one of the UK’s foremost luxury interior design, architecture, and construction practice. By revealing hidden opportunities and potential pitfalls, Clarity empowers buyers to make informed decisions with confidence, ensuring that their purchase is not just a transaction, but a step towards realising their vision for an exceptional home and way of life. We will continue to evolve with HNW buyers’ needs as the Janine Stone & Co. practice has done so already for 30 years.
