It's Q&A time with one of our favourite bloggers - Cassandra LaValle, owner and creative director of coco+kelley

real living: What lead up to the creation of coco+kelley?
Cassandra: Coco+Kelley began as a blog in May 2007 simply as a place for me to file away my inspirations. It seemed like such a great way to store and create ideas; instead of piles of tear sheets I now kept all my resources online. Around that time I had been considering going back to school for a degree in interior design, but within a year I had my first reader request some assistance with decorating her apartment in Liguria, Italy. So, instead of school, I decided to focus my time and energy into the blog and established coco+kelley as an interior and event styling company.

We can definitely see your style stamped on the coco+kelley blog. How would you describe it?
It's hard to put a label on my exact aesthetic. I think the word 'traditional' conveys something a little too structured and overwrought. And 'glamour' can be too over-the-top. 'Bohemian' isn't quite it either. But if you take those three elements, pare them down to classic lines and pieces, add a touch of drama and make it all feel inviting and approachable... you've got the coco+kelley look.

How do you organise all the blog's contributors?
I adore my contributors! They are bloggers themselves from all over the country. We have an online editorial calendar to keep track of when they are posting and what the topics will be. Sometimes we coordinate a bit on a theme, but for the most part it's totally up to them to come up with content for their series.

What came first, your styling and design company or the blog?
The blog!

Do you think it's important for design businesses to have blogs?
Having a blog can definitely be beneficial to a designer on a variety of levels, and if you have the time or the staff to help keep it consistently going, then I'd say yes! They help you connect with the design community in a whole new way and have the potential to reach new clients and editors as well. If you don't have time, then I would at least consider finding a form of social media that works well for you - Twitter would be my best recommendation.

What do you think it is that makes the blog so popular?
It's always the voice and style of the blogger that I'm attracted to, so I suppose the same would apply to coco+kelley. I speak to my readers from a pretty relaxed, real place and help them understand my design point of view. I try to keep my content as unique and original as possible and just have fun with it!

Finish this sentence: I hope my blog inspires...
...beauty, and empowers people to be brave with their design choices in every aspect of their lives.

You must come across hundreds of beautiful homes, fashion shoots and products - how do you decide what makes it onto the blog?
I trust my instincts above everything else. If it inspires or moves me in some way then I know it can only do the same for my readers. It's got to be unique and make an impact!

What's your personal favourite section of the blog and why?
Ohhh, that's a tough one! I do a series called 'In The Details, which is one of my favourites because it highlights those finishing touches that can often make such a difference. But, I also love my colour posts. Colour is so inspiring!

What's the most interesting trend you've noticed in interiors lately?
I don't know if it's interesting, but the trend that interests me the most is this new style of eclectic design. People try to define it by calling it 'New Traditional' or 'Boho Luxe', but these names don't do it justice because the whole point of it is that we're seeing rooms that feel like they're built over time, tailored to the owner's style and made up of every type of style from neo-classical to vintage modern. It's a beautiful way of designing that defies themes and labels and rules.

Over the course of editing the blog, what is the most important thing you've learnt about interior styling/design?
That it is much harder than it looks... And more expensive too. For me, investing in a few really great key pieces is essential to a room. Those pieces hold up the design. Be selective and take your time. Think of it as a movie. You need your stars. You need a good supporting cast. And together, you need them all to tell your story.

If you had one interior design tip for someone decorating their home, what would it be?
Buy what you love and don't rush the process!

What are your top three websites for design inspiration?
I love reading Desire To Inspire - I always find something on there that I've never seen before. Pinterest is my daily go-to for a good design inspiration fix, and I love The Coveteur for a perfect fashion-meets-interiors experience.

If you need a time-out from design, what websites do you head to?
I hunt for recipes on Gojee... But I'm online so much if I'm taking a time out you're more likely to find me getting some fresh air around the city!

What do you think sets you apart from other interior blogs?
I think I have found a good balance of conversation, inspiration and education on coco+kelley that's unique to me. I like to analyse design and discuss why it works (or doesn't) and I think people come to me to understand how to make colours or trends work for them. At the same time, it's all very fun and conversational.

Is there anything new or exciting coming up for coco+kelly?
I'm about to launch a whole new blog redesign that I'm so excited about, and along with that some new content and contributors!

What's your favourite piece of furniture or decorative piece?
A statement chandelier will make any room instantly better!