New i.d’s management team encompasses the skills and expertise of ten highly talented, experienced and dedicated individuals. Coming from a diverse range of backgrounds, our team brings a colourful collection of knowledge of the industry, who pool their experience to create bespoke interiors tailored specifically for you.
With such a diverse range of creative and technical talent on hand, New i.d Interiors boasts an incredibly varied portfolio of clients, all of whom have been provided with interiors that reflect not only their own aspirations and requirements but also the individual skills and personalities of our team.
- Daniel Caplan
- Jonathan Caplan
- Ian Munslow
Director of Sales
- Zoe Hartridge
Director of Design
- Amrit Lattimore
- Louise Haik
- Tertia Pearce
- Richard Bursford
- Emily Rayner
- Kiran Mudhar
- Victoria Kember
Senior Interior Designer
Daniel co-founded New i.d Interiors with his brother, Jonathan in 2000 and over the years they have developed and expanded the business together including the purchase of a flooring and blind company.
His professional career started back in the mid 1980’s where he worked as a commercial property surveyor based in Central London. In the early 1990’s he was appointed Sales Director of the well-known contract furnishing company John Strand, he left them in 1996 to set up his own Interior Design company Cavendish Interiors, which along with Jonathan they sold in 2000. Later the same year, Daniel and Jonathan set up New I.d Interiors, as sole proprietors.
Daniel’s drive and motivation that led him into the interior design business was the desire to provide his clients and customers a better quality product and finish whilst keeping the pricing competitive and to focus upon design and quality rather than the ‘pile them high’ and drive for volume culture of contract furnishing. He realised that good quality interior design added value to their customers properties helping to highlight features, improve sales and increase rental returns
Danny is influenced by numerous entrepreneurs, who have started from scratch and achieved their dreams through determination, endeavour and focus, all traits that he actively encourages throughout the team at New i.d. He is also a member of the Society of British Interior Designers and has a passion for architecture, design and innovation.
020 8200 5556
Jonathan co-founded New i.d Interiors with his brother, Daniel and over the years they have developed and expanded the business together including the purchase of a flooring and blind company.
Jonathan started out in creative roles including costume jewellery and party planning and then being appointed sales manager of a retail furniture business based in North West London, as the company expanded he was relocated to Hong Kong to set up a new operation and set off to fully utilise his extensive network of local connections
Eventually in 1996, Jonathan and Daniel set up their own company, Cavendish Interiors, which they later sold, prompting them to launch New i.d in 2000.
Jonathan spends a significant amount of time travelling the Far East representing New i.d, where he has built up an enviable reputation amongst the investment community and agents alike, for offering good value furnishing solutions for purchasers investing into the UK market,
When asked about his future vision for New i.d, Jonathan aspires to continue to have a passion for and to enjoy his work and constantly strives to develop the New i.d brand by delivering exceptional customer service coupled with original and inspiring design
020 8200 5556
Ian joined the New i.d team early in 2012 specifically briefed with the task of increasing show home and furniture packaging market share. Ian represented a departure from our previous routes to market, having previously worked within the new homes development sector for over 25 years, rather than within the interior design industry
Ian began his career in the mid 80’s in estate agency, from there he progressed into new homes, initially specialising in part exchange and then progressing through the ranks to sales management and then onto sales & marketing director with a number of the UK’s leading developers. He is also an affiliated professional of The Chartered Institute of Marketing
Ian’s enthusiasm and passion for the property industry is second to none and he has been a valued reference for New i.d as the company has ventured into new marketing initiatives and expanded their ever growing client portfolio, he has also given the business an alternative view point, having been the other side of the fence, often allowing us a better understanding of our developer clients requirements and motivations
Looking to the future Ian is enjoying the fresh challenges of working within the interior design sector, obviously his many contacts in the property industry ensure that he is never far from people and companies he has worked with over many years but he is also relishing meeting new people and forging new working relationships.
020 8200 5556
Zoe is one of the leading members of the New I.d design team having been with the company for 6 years. She graduated from Leeds College of Art and Design 13 years ago, having specialised in surface pattern and printed textile design and then took a post graduate BTEC in interior design.
Zoe has worked for several leading interior designers gaining excellent experience in both residential and commercial work. She has worked for many leading property developers and hoteliers
Zoe is described by her colleagues as bright, witty and spontaneous and has become the interior design Guru, using her knowledge and experience to help anyone that requires.
Having said that, Zoe always makes it a priority to identify and most importantly understand her client’s requirements, through in depth briefing. She freely admits that there is little point in providing a client with a design based on the latest trending style or colour palate if it is clear that is just not what they want. In her opinion the most important part of her role is to listen to what the client wants, introducing new ideas but always with the aim of satisfying the customers’ requirements
020 8200 5556
Amrit is an established team member here at New I.d, having been with the company for 9 years. She is a graduate in Interior design, having studied at The Kent Institute of Art and Design, specialising in interior design and architecture, in 2003. Post-graduation she spent a further 12 months in an architectural practice focusing on CAD and architecture. With such a strong technical background, Amrit is our very own ‘Technical Guru’
Amrit is a core member of the design team recognised by her piers as creative, empathetic and highly talented aside of her obvious technical abilities
In common with her design team colleagues, she is fastidious in her approach to the all important client brief, adopting a process of in depth questioning, the provision of conceptual ideas and images, all with the aim of interpreting the clients brief rather than delivering enforced ideas
Amrit’s influences include various fashion and fabric houses, which in her opinion heavily influence the over look and feel of a scheme. She has no particular loyalty to individual brands preferring to adopt a far broader range of styles with a preference for diversity within her work and the exploration of different types of look and feel.
020 8200 5556
Louise has been working within the team for 10 years, making her one of our longest serving employees
She was quite lucky because at a very young age, Louise knew that she wanted to be an Interior designer. She originally joined New i.d as the design junior following her A levels, a year later Louise returned to University in Leeds, where she went on to graduate with a BA Hons in Textile Design. During her studies Louise regularly returned to the design team in her holidays to gain valuable experience. Having graduated she was snapped up as a fully-fledged designer on our team and has not looked back since.
Louise has now become one of the key interior designer members of the team, with 10 years-experience in both private client and show home interiors she has now undertaken some of the company’s largest and most complexed projects
Unsurprisingly, with her background in textile design, Louise has a very creative personality, which she attributes to her decision to study textile design in preference to a more architecturally based course.
Louise invests time in researching the latest trends through current fashions, colour palate and trending textile prints, much of this research is incorporated into her personal life, or at least that is the excuse she makes for the considerable amount of her spare time that is spent shopping! That said, she is a very organised individual, renowned for meeting both briefs and often very challenging deadlines.
020 8200 5556
Tertia joined New i.d in March 2010 as admin assistant to the general manager but quickly has shown her strong work ethic and commitment to New i.d and within one year she has moved swiftly through the ranks.
With previous experience in working in the interior design industry, Tertia is really the company engine room – a jack of all trades. Not only has she now been promoted to Office Manager she also works and assists the directors, the sales team and does her fair share assisting the accounts department as well.
Behind the scenes, Tertia is a very important member of the New i.d, if there are any problems Tertia is usually the one to sort it out.
020 8200 5556
Richard joined New i.d in November 2010, as a sales executive managing and running the New i.d flooring division. Having taken over the flooring company Philip Berg Flooring, New id were looking for an experienced flooring expert to drive their sales forward and handle to volume of existing business coming through.
Richard has much experience having worked for 8 years with major carpet retailers Allied Carpets and Carpetright where he learned all aspects of the flooring trade from selling, estimating, planning and customer service.
Due to the expansion of the company, New i.d extended Richard’s role within the group and tasked him with the job of running the curtains and blinds sales and estimation. Richard had previously worked for the well- known manufacturer and retailer Silent Gliss where he was a retail manager handling such accounts as Harrods, John Lewis and Peter Jones. He was also in charge of staff training as well.
020 8200 5556
Emily joined the New id team in the summer of 2015, she graduated from Leeds in 2009 with a degree in Fashion design and subsequently achieved a diploma in interior design
After graduating Emily took some time out to travel then set up her own shop in her home town of Leeds up-cycling furniture and also worked alongside the lead designer, designing the interior for her family’s restaurant & Bar in Leeds which prompted her to relocate to London spending the next two years studying Interior Design
Having graduated for a second time Emily started out with a small independent designer in South West London but after a couple of years she realised that she needed the challenge of working independently within a larger more diverse interiors business, which we are pleased to say resulted in her being appointed as a designer with our close knit team
Emily seeks her inspiration from magazines and traditional media but is also unsurprisingly very active with social media allowing her to network with like-minded designers and really be at the cutting edge of current trends and fashions
Her hobbies include travelling and world culture, food drink and fine dining and she has a passion for live music and festivals when we let her out of the studio!
Kiran joined our Design team in the summer of 2015 and has since become a valued team member
Kiran graduated from Southampton Solent University in 2012 with a degree in interior design. Having graduated she spent some time working as an intern for a number of companies before she started her career working for a small private residential design company in Berkshire.
Wanting to work on more diverse projects such as show homes and investment properties, Kiran joined New id to enable her to expand her experience and develop her design skills. She is now relishing working within a much larger but close team.
Kiran is inspired by nature, sighting botanical influences within her work and is often lead by bold fabrics and prints when working on a new design for clients. She often follows traditional media and as with most young trendy designers is highly skilled in the art of social media.
Her hobbies include country walks, travelling, going to the theatre and food. Finally she is rarely seen without wearing her beloved collection of heels!
Victoria joined the New i.d team in June 2014, having spent a year working with a development company in Hertfordshire
She graduated from Lincoln University in 2013 with a degree in Interior Architecture and Design immediately followed by an internship with a commercial interior design company in Manchester
Victoria wanted to gain experience within a dedicated residential design studio and from her first day with us has thrived on gaining practical experience form her more experienced colleagues. She is now a fully independent member of the design team, working on her own commissions for various clients both new and existing
Victoria is comfortable working closely with clients to understand their brief and delivering original designs that exceed our client’s expectations. Initially having worked alongside senior designers, she is now undertaking her own solo commissions, which by her own admission is a ‘really big buzz’
Outside of work, Victoria enjoys socialising and is a bit of a foody, enjoying a wide variety of cuisines from around the world and has a particular interest in the various markets in and around London. Fashion wise, she tends to lead rather than follow, believing that high street fashion is often predictable, preferring to apply her own style
Victoria has quickly become a popular member of the New i.d team and is certainly one of our rising stars
We think she is an exceptional talent with fantastic potential