Where Colour Finds Its Confidence: Inside By John's Design Philosophy
Some designers decorate spaces, others shape the way those spaces make us feel. For Kaylee Higgins, founder of By John Designs, colour isn't simply a finishing touch – it's the starting point for every story she tells.
This Women's Month, we're celebrating the women redefining South African design through originality, intuition, and a willingness to challenge convention. Kaylee has built a brand that rejects the notion that luxury must be understated. Instead, By John champions homes filled with optimism, personality, and the confidence to embrace colour without compromise.
In a design landscape where muted palettes often dominate, her work offers something refreshingly different: interiors that feel personal, emotionally rich, and unapologetically joyful.
Designing from emotion, not a colour chart
For Kaylee, every collection begins long before colours are chosen.
It starts with a feeling – whether that's joy, warmth, calm, or a sense of playfulness – and colour becomes the language used to bring that emotion to life. "I think colour is one of the most powerful tools we have to shape how a space feels," she says.
Instead of following trends or predetermined palettes, she experiments with colour combinations until they express the exact mood she's looking to create.
That thoughtful process is what gives every By John piece its distinct personality. "Ultimately, I want every By John piece to make someone smile," Kaylee says. "I believe our homes should reflect who we are, and colour has an incredible ability to create spaces that feel personal, welcoming and full of life." It's a philosophy that encourages homeowners to embrace colour not just as decoration, but as a meaningful expression of themselves.
Why bold colour can be just as calming as neutrals
Luxury interiors have long been associated with moderation. Layers of cream, stone, and soft beige continue to dominate mood boards around the world.
Kaylee respectfully challenges that idea, believing that calm has very little to do with the absence of colour, and everything to do with authenticity.
"People often associate calm with muted neutrals, but I don't think calm comes from using less colour. I think it comes from surrounding yourself with colours that feel right to you. A bold blue or a vibrant green can feel just as calming as a soft beige if it resonates with the person living in the space."
It's a philosophy that has become synonymous with By John's unmistakable aesthetic.
"I've always trusted colour. Rather than seeing it as something to be used sparingly, I enjoy exploring bold and unexpected combinations, pushing them until they almost feel like too much before pulling them back into balance."
It's in that delicate balance between surprise and familiarity that By John's signature aesthetic comes to life.
The art of creating a home with personality
One of the most refreshing aspects of Kaylee's philosophy is that she doesn't believe great interiors require complete reinvention.
Instead, she encourages homeowners to begin with intention.
Before choosing paint colours or buying décor, ask yourself one simple question:
How do I want this room to feel?
Once that emotion is clear, colour decisions become far more intuitive.
From there, her advice is wonderfully practical:
- Begin with one colourful object that genuinely makes you happy – a cushion, a vase, or a piece of artwork – rather than redesigning an entire room overnight.
- Repeat colours subtly throughout the space using different shades within the same family to create rhythm and harmony.
- Don't overcrowd colourful pieces. Negative space allows statement objects to breathe and gives them greater impact.
- Most importantly, trust your instincts instead of trends. The colours you naturally gravitate towards are often the ones you'll love living with the longest.
It's advice that feels particularly relevant today, as homeowners explore interiors that reflect their personalities, in place of a perfectly curated social media feed.
Taking colour outdoors
By John's latest chapter extends that same philosophy beyond the front door.
Kaylee is particularly excited about the studio's first collection of outdoor scatter cushions – a project inspired by customers who had already begun styling their favourite By John pieces in gardens, courtyards, and on patios.
"I'm especially excited about our first range of outdoor scatter cushions. It's something I've wanted to do for a long time because so many customers have told me they love using our pieces outdoors," she says. "Finding a beautiful outdoor fabric that could hold onto the vibrant colours we're known for felt like a real breakthrough."
The new collection represents more than a product launch; it's an evolution of the brand's philosophy.
By solving the challenge of colourfast outdoor fabrics, By John can now bring its signature sense of joy and personality to gardens, patios, and alfresco entertaining spaces – proving that beautiful design shouldn't stop at the back door.
As Kaylee puts it, "Seeing our bold colours come to life in gardens, on patios and around outdoor tables is something I'm really looking forward to."
Women shaping the future of South African design
This Women's Month, Kaylee's work reminds us that innovation doesn't always arrive in dramatic gestures.
Sometimes it arrives through colour.
Through trusting instinct over fashionable convention.
Through creating objects that encourage people to express themselves a little more boldly within the spaces they call home.
As South African design continues to earn international recognition, creatives like Kaylee are helping redefine what contemporary luxury looks like – less about perfection, more about personality.
Because perhaps the most memorable homes aren't the ones that play it safe – they're the ones that make you smile the moment you walk through the door.
Credits
Images: Courtesy of By John Designs (Kaylee Higgins), Instagram @byjohn_