We were lucky to catch up with Adrian Dueñas recently and have shared our conversation below.

Adrian, appreciate you joining us today. Can you share a customer success story with us?

“We don’t sell furniture—we sell lifestyles. Our Thompson Hotel project in Houston perfectly illustrates this philosophy. We furnished their pool area, lobby, and penthouse with exclusive Italian pieces, proving that our business isn’t about products but experiences.

Our clients aren’t buying chairs or sofas; they’re investing in their vision of daily life. We take time to understand their passions—whether opera, music, sports, arts, or other interests—and curate spaces that reflect these dimensions of their personality.

Our approach isn’t aggressive sales but genuine connection. With the Thompson, we built a relationship that blossomed into both friendship and partnership. We even traveled to Italy together before construction began, visiting luxury factories where they experienced the craftsmanship firsthand. When we returned, selections felt natural—no hard selling required.

While we remain strategic competitors, our success comes from adapting to clients’ aspirations and making them feel the experience. That’s our real competitive edge.​​​​​​​​​​​​​​​​”

Adrian, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

“Where Passion Ignites Luxury”

“My journey spans over 10 successful businesses, but what truly burns within me is unbridled passion. In my current role at BeDESIGN, the Italian high-end furniture and interior design company, I’ve devoted a decade to crafting experiences that transcend the ordinary.

While my husband breathes life into design, my fire comes from marketing, communications, and PR—creating connections that resonate deeply. I believe everyone sells—whether it’s products or themselves—but it’s the authentic, heart-driven connection that transforms transactions into relationships.

In the ultra-luxury market, clients rightfully demand perfection. My approach isn’t forcing sales but building genuine bonds. I network, engage, and listen with my whole being—often discovering more soul-stirring wisdom from a single conversation than any financial reward could provide.

This philosophy has secured remarkable projects with The Four Seasons, Waldorf Astoria, and celebrity homes we can’t disclose. Our most extraordinary opportunities frequently bloom from casual cocktail discussions rather than aggressive pitching.

True success comes from honest connection—discovering what people desire in their hearts and offering solutions that genuinely serve them. That’s the exhilarating joy that fuels my spirit and drives everything I do with unwavering enthusiasm.​​​​​​​”​​​​​​​​​

How did you put together the initial capital you needed to start your business?

“We leapt into the unknown when we left our country to build our ultra-luxury design business. After comprehensive market research pointed to Houston’s untapped potential, we made our boldest move—purchasing land and constructing a custom 5,000-square-foot showroom from scratch.

The journey demanded everything: personal savings, family support, and bank loans, all while we traveled between continents securing partnerships with elite brands like Flexform and B&B Italia. These prestigious companies waited to see our vision materialized before fully committing.

When we finally opened in January 2016, the response was electrifying. Within four years, we expanded to 25,000 square feet—though not without facing the pandemic’s crushing timing just as construction began.

We remain genuinely humbled by the recognition our real estate investments have received. What began as a necessary business decision has blossomed into a portfolio that contributes meaningfully to Houston’s urban landscape.

More fulfilling still is our work with local non-profits and arts organizations. These partnerships reflect our deepest values—that business success should uplift the entire community. Seeing our contributions recognized in these spheres moves us profoundly.

What began as market exploration transformed into something far greater: not just Texas’s largest high-end design showroom, but a platform for community impact. Two foreigners with complementary skills built something extraordinary through determination and heart.”

Any stories or insights that might help us understand how you’ve built such a strong reputation?

“When we launched our business as foreigners in a new country, we faced immense skepticism. Our response? We listened. We immersed ourselves in Houston’s culture, attending every event possible while our showroom was under construction. This deep understanding became our foundation.

What truly distinguished us was our inclusive approach to luxury. The same champagne we offer our wealthiest clients, we serve to design students who walk through our doors. Everyone deserves education and inspiration—this isn’t just kindness, it’s cultivating tomorrow’s clients.

Our commitment extends beyond business to meaningful cultural impact. The Houston community and across America have recognized our dedication to causes like the Elton John AIDS Foundation’s Oscar parties, Houston Symphony, Houston Grand Opera, and numerous museums nationwide. These aren’t mere sponsorships—they represent our deep investment in the artistic and humanitarian fabric of our adopted home.

Equally important is our unwavering honesty. In a world where businesses often avoid difficult conversations, we speak truth—to competitors, vendors, and clients alike. When something won’t work, we say so directly, always with respect.

This balance created our unique reputation: exquisite luxury paired with absolute transparency and community commitment. True luxury isn’t just beautiful objects—it’s the integrity behind them and the cultural legacy they support. By honoring both aesthetics and ethics, we’ve built something far more valuable than a business. We’ve built trust.”

Contact Info:

• Website: https://be-design.us
• Instagram: @bedesign_official
• Linkedin: https://www.linkedin.com/in/adrian-duenas-m
• Other: personal instagram is @adrianduenasm

Image Credits

Shannon O’hara Photography- Outside of showroom and Molteni Kitchen Photograph