Portrait of Giorgia - Craftsmanship in the digital era
Exploring the Creative Journey: An Interview with Giorgia Di Bella
Join us as we discover the artistic and personal world of Giorgia, made up of love for craftsmanship and for her own origins . In this talk, Giorgia tells us the story of her family, her personal creative process and sources of inspiration. From her Grandmother’s wallpaper shop to her amazing travels around the world. Giorgia brought all of it into her family business, transforming her values and experiences into a new digital showroom. Giorgia’s dedication in selecting each fabric for its quality and the emotions it can evoke, is what draw us to her.
Giorgia posing in the Warehouse - Photos courtesy of Decointerni
1. Can you introduce yourself?
My name is Giorgia. I am the founder and owner of Deco Interni, which is an online showroom of wallpaper and fabric.
2. What led you to work in the textile and design industry?
My family’s been in the interior design business since 1964. My grandmother opened a wallpaper shop in Sicily, and my grandparents even ran the first designer furniture store in Catania. Growing up surrounded by this, I naturally developed a passion for design. After 12 years in advertising in London, where I gained a lot of creative experience, I decided to return to my roots. I founded Deco Interni, an online showroom, to bring our family business into the digital age without relocating to Sicily
3. What defines your approach to selecting and curating fabrics?
When it comes to design, I believe in trusting your gut. Taste isn’t something you can teach, so I select designs by falling in love with them. My branding background helps me choose partners who align with my vision, looking for brands that tell a compelling story and photograph well. Ultimately, each piece on my site is something I’ve fallen in love with.
The Milan Design Week Event - Photos courtesy of Decointerni
4. Is there a specific type of fabric, technique, or project you are most passionate about?
Initially, my focus was on wallpaper, but as I spent more time with countless fabric samples, I became intrigued. This led me to Colours of Arley, a fresh English company with a unique offering: bespoke fabrics with customizable stripes. Customers can pick their colors, stripe widths, and fabric types, making it easy to create something truly personal. I find it thrilling to bring such a modern, creative option to people who want to add a unique touch to their interiors.
5. What role do storytelling and craftsmanship play in your work?
Craftsmanship is everything to me. I work exclusively with high-end, artisanal products, as I believe in investing in quality. Design, however, is what brings the emotional component to my selections. It all starts with design, which is where the true magic lies. If something’s beautifully made, it stands out. That’s what makes a piece truly special
Giorgia and the family business women - Photos courtesy of Decointerni
6. Where do you find inspiration for the collections you curate?
I’m fortunate to work with extraordinary brands that release inspiring collections each year, making my job of selecting quite a delightful challenge. Personally, I’m especially drawn to animalier prints, although the variety of themes and designs available each year is incredible.
Milan design week - Event hosted by Deco Interni
7. How do you see the relationship between textiles and interior design evolving?
It’s a tricky question because fabric has always been a cornerstone of interior design. What really excites me is seeing how designers constantly find new ways to use patterns. The same fabric can take on so many different lives, and that’s inspiring. For example, Dedar’s Tiger Mountain fabric, one of our bestsellers, has been used in so many creative ways—on sofas, walls, beds, ceilings, and even canopy beds. It’s amazing to watch how the relationship between textiles and interior design keeps evolving and staying fresh.
8. Can you share a project or collaboration that holds special meaning for you?
It’s hard to pick just one project because each collaboration is so exciting. Recently, we hosted an event during Salone in Milano, collaborating with Colors of Arley and Casa Mina Milano, a charming antique shop. We sourced vintage furniture pieces and reupholstered them with creative, bespoke fabrics that you wouldn’t typically see on a 1960s chair or an exterior bamboo chair. The collaboration was a huge success, and it was amazing to connect with so many local clients in person. It was such a special experience, and I’m thrilled with how it turned out and how well the collection was received.
Collaboration with CasaMina Milano - Photos courtesy of Decointerni
9. You’ve built a community around design—how do you engage with and inspire your audience?
I started the Design Collective to bring together people who share a passion for interior design. Living in Lisbon, I noticed a need for a space where people could connect and exchange ideas. The community has grown naturally and is full of diverse, engaged members. I don’t really claim credit for its success; it’s the people who make it what it is. I just facilitate and enjoy seeing everyone contribute. It’s been great to watch it become such a useful and lively space.
10. Do you have a mentor or creative influence whose work you'd like to highlight?
Professionally, I owe a lot to the mentorship of my mother and my grandmother. My grandmother started the business in Sicily, and my mother grew it. I carved out my own niche by digitizing the business, but it wouldn’t have been possible without my mother’s guidance. She’s a badass in business, she is well respected. I aspire to reach that level of respect and fearlessness one day.
In the same way creatively, I’m inspired by designers who are fearless in their work. I love how designers like Beata Heuman, Laura Gonzales, JP de Meyer and Luke Edward Hall push boundaries and create something truly new. Their bravery in design is what really inspires me, and I strive to embody that same boldness in my own journey.
11. What are your favorite places in Lisbon (or any other city you’d like to mention) for design inspiration?
I love Lisbon, but I do sometimes miss the buzz of big cities. I lived in London for over 13 years, and whenever I go back, I love soaking it all in: people-watching, shopping, visiting exhibitions. For me, inspiration doesn’t come from one specific place, it comes from the experience of living in a place. I can’t think of a single spot that does the job on its own. It’s more about movement: traveling, discovering new perspectives, and observing.
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