An insight into Sequoia London’s clientele with the company’s founder Radhika Seth

Radhika Seth, founder of Sequoia London tells us about designing for her elite UHNW clients. 

London-based and multi-award-winning, Sequoia London is a bespoke luxury Interior Design studio. The International Design Team enjoy working on projects from luxury penthouses in Mayfair and New York, expansive villas in Dubai and Riyadh, to large family homes in New Delhi, collaborating on some of the world’s finest properties. 

Radhika Seth, the Founder and CEO of Sequoia London, leads the business strategy and development initiatives alongside Sequoia London’s Interior Architecture and Interior Design projects.  

Their clients are the globetrotting elite. Radhika started working for her family business over 20 years ago, sourcing decorative accessories, art, antiques, and lighting. 

She then branched out into luxury interior design and project coordination. When a new client comes on board Radhika and her team put together an incredibly detailed profile of their lifestyle to anticipate their every need when it comes to designing their home. Once they’ve worked on one property, Sequoia London often get called in to do others for the same client and even stay on to work on projects for generations of the client’s family.  

Radhika comments “When you are the CEO of a company catering to the design needs of Ultra High Net Worth Individuals (UHNWIs) you have to be prepared to move fast, adapt your schedule and think quickly on your feet. You must get inside your clients’ lives and ensure that what you deliver is specifically tailored to their needs and lifestyles. Our clients are getting richer, they’re getting busier, and time is a luxury for everybody these days.” 

Trust is important. Radhika has been admitted into the inner circle of some of the wealthiest and most private people on the planet. She adds “You’re not going to see their homes splashed across magazine pages. Security plays a big part; when you have so much wealth the last thing you want is your floor plan available on the internet.  

Our clients are often intensely private. Their lives are so public that when they come home to their front door it is like their barrier to the world. Whether they’re a celebrity, a royal, or a UHNWI, every time they walk out their front door, they’re pretty much fair game for everybody. They also don’t want everyone to imitate their style.  

The big thing amongst the UHNW is they don’t want their house to look like everybody else’s, or anyone else’s to look like theirs. It’s all about exclusivity.” Radhika and her team strongly believe that a well-designed home is the perfect combination of luxury and functionality. All of Sequoia London’s projects start with a fundamental understanding of getting to know their clients and their lifestyles.