Jinathnichaa Soontornvinate, Aka 'Dream Maker', Reveals Her Philosophy To Thrive As An Interior Designer

Whether you're just dipping your toes into the entrepreneurial waters or you've been navigating the business world for years, there's nothing quite like the rush of landing that big client. Let's face it, finding clients is tough. In every industry, from interior designing to consumer goods to public relations, the competition is fierce.

Here's the thing: One common mistake Jinathnichaa Soontornvinate, a Luxury Home Designer, has noticed companies make when they're trying to drum up business is that they focus too much on themselves. They go all out with fancy presentations, showcasing their qualifications and experience in a bid to win over potential clients. Now, don't get us wrong, it's important to showcase what you bring to the table. But have you ever stopped to consider how it feels to be on the other side of that pitch?

She is widely recognized for founding Double V Space Interior Studio, now a significant part of the Double V Group. In 2025, Jinathnichaa Soontornvinate, formerly Jules Narudee Soontornvinate, had the honor of speaking at TEDx MahidolU, where she shared her perspective on good home design. She emphasized the need for designers to truly understand the owner's needs and ensure the space reflects their personality.

That's what Jinathnichaa has always talked about. You see, Jinathnichaa knows that landing a big client isn't just about showcasing your qualifications; it's about building a genuine connection. It's about showing potential clients that you understand them on a deeper level and that you're invested in their success.

A design maven with a knack for turning spaces into captivating stories of comfort and style, she comes from the bustling streets of Bangkok to Chiang Mai. Jinanthnichaa’s journey as the founder and design director of Double V Space Interior Studio is nothing short of inspiring. Born and raised in Chiang Mai, Thailand, Jinathnichaa developed a deep appreciation for art and craftsmanship from a young age. Surrounded by the rich cultural heritage of her hometown, she was inspired to pursue a career in design.

Ever since she can remember, she has had an eye for beauty and a passion for creativity. She saw potential in every corner and every room and set out to make her mark in the world of design. With a deep love for storytelling, she saw spaces not just as places to live, but as canvases waiting to come to life with a personality of their own.

You've probably heard about the old adage that homes are all about sparking a connection with oneself; it's all about capturing the dreams and desires of those who will inhabit the spaces. She believes that every room should tell a unique tale—a reflection of its occupants' hopes, dreams, and quirks.

We have always wondered, how does she do it? Well, it all starts with listening. She believes every client story has something to teach, and better things are carved once we understand their goals and aspirations. "I am a very eager entrepreneur, I ask a lot of questions, dig deep, and get to the heart of what my clients are looking for." And then, armed with this knowledge, she gets to work, crafting a pitch that speaks directly to their needs and desires.

She has dedicated most of their time to business and goes above and beyond to make sure that her clients feel valued and understood every step of the way.

She says, "Interior Designing is not just about doing things and building a beautiful portfolio. It's stepping into completely new avenues to understand why your clients trust you in the first place. What made them think about you? What makes you the best in the game at solving their problems? As a residential designing leader, your work is to think about those tiny details that can build more tailored solutions for your clients."

After completing her studies at Raffles International College in Bangkok, Jinathnichaa dove headfirst into the world of interior design, gaining valuable experience and honing her skills at various firms. But it wasn't until she ventured out on her own and founded Double V Space Co Ltd that she truly found her calling.

One of Jinanthnichaa’s most memorable experiences was when she was approached by a client who had a rather unconventional request. They wanted a "Red Room" inspired by Fifty Shades of Grey, complete with a home theater for their twin children. While some designers may have been taken aback by such a request, Jinathnichaa saw it as an opportunity to showcase her creativity and problem-solving skills.

After spending hours brainstorming and collaborating with her team, she presented the client with a design that exceeded their wildest expectations. Not only did she create a space that was both sensual and family-friendly, but she also ensured that every detail was tailored to the client's specific needs and preferences.

There are a special few founders whose contributions are so prolific that they are better known as artists. Jinathnichaa is one of those founders.

"As a CEO in this industry, I realize the critical importance of navigating the changing client needs. It's important to stay attuned to the evolving needs and priorities of modern homebuyers and sellers, ensuring that our approaches are in line with their expectations and address wider societal challenges."

In 2025, under her leadership, Double V 732 Group was recognized with the Best Luxury Restaurant Interior Design award at the Luxury Lifestyle Awards for their work on Grok 1970 in Ratchaburi, Thailand—a project that beautifully blends contemporary Thai flavors with traditional design elements.

As Jules continues to grow and expand her business, she remains focused on one thing: putting her clients first. One of the key practices that keeps Jules motivated is her daily hour of meditation. She credits this habit with enhancing both her mental clarity and her ability to stay balanced in her professional life. Alongside meditation, Jules studies NLP, which she finds incredibly valuable for improving her communication and relationships. Jules comes from a family of notable figures, with her mother once serving as the secretary to the Ambassador of New Zealand, and her uncle, Wittawat Soontornvinate, being a famous TV host in Thailand. Above all, Jules cherishes her decision to retire her parents and offer them a peaceful life in Chiang Mai, Thailand.

With her strategies thriving at large, she reminded us what being a leader in the industry is in such a way, "As a leader, my goal is to help people find what they want, use technology and tactics to make things easier for them and make the most of whatever's coming next."