We caught up with the brilliant and insightful Dala Al-Fuwaries a few weeks ago and have shared our conversation below.

Dala, looking forward to hearing all of your stories today. Any advice for creating a more inclusive workplace?

Before I started House of Form, I was working at an architecture studio where I worked my way up to Senior Interior Designer. At the time, I had recently graduated with a Master’s degree from Purdue University and had about a decade of experience in the industry. I had found out that my colleague, who was new to the industry and had a lower title, was making a larger salary than I was, simply because of our physical demographics. I am a woman of color, and he is a caucasian man. This not only hurt me, knowing that I was worth more, but lit a fire in me to start my own business, so I would never have to deal with the unfairness again.

I pride myself on not only creating an inclusive place for all of my employees but also being a resource and example to younger generations to not be intimidated to be a woman of color in an industry that is predominately male.

Dala, 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?

Dala Al-Fuwaires is the Owner and Principle Designer at House of Form, the Scottsdale-based boutique design firm that specializes in creating memorable spaces and meaningful experiences for guests and customers. With degrees in Interior Design (B.S., Arizona State University) and Fine Arts (MFA, Purdue University), Dala brings more than a decade of design experience to every hospitality and retail project, from locally-owned restaurants to national rollouts. In her free time, Dala enjoys teaching Interior Design at ASU, embarking on culinary and architectural explorations of the world’s top destinations, hosting dinner parties for friends, and enjoying nature with her husband, Airabin, and their Siberian Husky, Simba.

I started House of Form with the idea that we would create beautiful spaces where people love to come together. There was a niche that I wanted to fill in the Phoenix market, which has now created a shift in hospitality in the area. We focus on 5 major types of design: Restaurants, bars, hotels, multifamily + retail. We’re a concept-heavy studio, which allows us to be storytellers through our work. The guest experience is incredibly important to our design process – and our client’s success!

Have you ever had to pivot?

At the beginning of Covid in March of 2020, restaurants were shut down with no sign of reopening any time soon. We quickly got to work on how we could pivot to be able to keep afloat. We discovered two different ways that would sustain us until restaurants were opened again.

1. We shifted our efforts to multifamily properties, which allowed us to gain working knowledge in other areas. Doing this strengthened our team in different ways, stretching our creativity into other facets.

2. I started a wallpaper company – Form Paper Co. The wallpaper is design-forward and commercial grade, allowing it to be placed in homes or hotels!

What’s worked well for you in terms of a source for new clients?

Word of mouth! And the most honorable. We are so thankful for good clients, who trust us so much that they tell their dearest friends about us – and use us time and time again!

Contact Info:

• Website: https://www.houseofform.com/
• Instagram: https://www.instagram.com/houseofform_/
• Facebook: https://www.facebook.com/houseofform
• Linkedin: https://www.linkedin.com/company/houseofform/
• Youtube: https://www.youtube.com/@houseofform2330/

Image Credits
Kevin Brost (all project images) Eunice Beck (team photo)