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Who we are

Sophie Baylis & Ruth Bell
Image of Sophie & Ruth Interiors InsideOut

Our story started in 2006 when we met as journalists at an interiors magazine. Bonding over a shared love of homes, design and champagne, we worked and laughed together for a decade. We also honed our skills as writers and editors while developing an exhaustive knowledge of the interiors industry.

Our journalism assignments took us from Europe’s most influential design weeks – Milan, Paris, Stockholm, Frankfurt and of course, our own stomping ground of London – to interviews with some of the world’s greatest interior designers and architects. We attended countless product launches, witnessed the arrival of many influential brands and met a million deadlines. There was nothing we didn’t write about – from taps, ovens and flooring to worktops, baths and beds – as we sought out the newest products and distilled the latest trends for our readers.

Now we’ve started a new chapter: Interiors InsideOut. We’re a creative content agency offering copywriting, press office services, content creation for social channels, re-branding, internal communications and event organisation. To find out more, visit what we do.

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A note from Sophie…
Journalism is a hard habit to break, so when I’m not working with Ruth on Interiors InsideOut, you can find me at The Apple Blue cafe in Balham – coffee at the ready – writing features for leading interiors magazines. I also handle Interiors InsideOut’s instagram, where I share daily doses of interiors inspiration. Find me at @interiorsinsideout and DM me if you want to be featured!

Image of Ruth Bell

A note from Ruth…
My happy immersion in the world of homes and interiors began at Kitchens Bedrooms & Bathrooms magazine back in 2005. As deputy editor and then editor of this long-standing title, I loved finding ever-more inventive ways to talk about the best way to plan a kitchen or kit out a small bathroom. Having the chance to channel all this knowledge into Interiors InsideOut is a joy.

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A note from Joan…
I might be the youngest member of the team, but I’m just as important as the other two. I suppose my most significant role is to provide distraction to Sophie and Ruth – well, everyone needs a break from the working day! Whether it’s demanding to be fed, stroked or have my picture taken looking adorable, I have a whole host of tricks up my (metaphorical) sleeves.