Iliana Olymbios, PR & Content Lead at Sofa Club, talks about her role, why the interiors industry needs more storytelling, a founding legacy and what’s next for the brand.
Let’s start with you. Can you share a bit about yourself and your background?
I studied Journalism at the London College of Communication, but it quickly became clear that PR was where my real interest lay. I’ve now been working in PR for around 10 years, and during that time, I’ve been lucky enough to work across a range of sectors, from fashion and beauty to hospitality. While each has taught me something valuable, it’s interiors that have truly captured my heart. There’s something so special about the way a space can tell a story, and I love being part of the team that helps communicate that story to the wider world.
What is your current job role and key responsibilities?
I currently head up all PR activity at Sofa Club, where I’ve been since July 2024, so I’ve just celebrated my one-year anniversary. My role covers everything from online and offline press to on-the-ground campaigns, influencer activations, and strategic brand storytelling. Essentially, if it involves getting Sofa Club talked about in the right places, I’m behind it. It’s a dynamic and fast-paced role, and no two days are ever the same.
What do you love about your job?
I absolutely love watching a brand get the recognition it deserves. There’s something incredibly rewarding about seeing a campaign land and watching that media coverage stack up, it’s like watching all your hard work come to life. I’m very results-driven, so those numbers and metrics bring me genuine joy. I also love how creatively fulfilling the job is. At Sofa Club, I’m encouraged to think outside the box and bring bold, imaginative ideas to the table. It’s a dream environment for someone like me who thrives on originality and isn’t afraid to be a bit ‘wacky’!
What time is your alarm clock set for and do you have a morning routine?
I’m definitely a morning person, my alarm goes off at 7am sharp. I’m ready in about 30 minutes and out the door by 7:30. My commute is a lovely 15-minute walk, and I always grab a matcha on the way. It’s a small ritual, but it sets the tone for the day. I’m usually one of the first ones in the office by 8am, and I love having that quiet time to set up and get focused before the day kicks off.
Why did you choose to work in the furnishing industry?
For me, it wasn’t so much about the industry itself but the brand. I’ve always said I wouldn’t work for a brand I didn’t believe had real potential. Sofa Club stood out to me because it brings such a fresh, fashion-forward edge to interiors. It’s fun, a little bit edgy, and it doesn’t take itself too seriously—yet it delivers incredible quality. That combination really spoke to me. I saw an opportunity to help elevate the brand even further, and I haven’t looked back since.
Who do you most admire in the industry and why?
That would have to be the late Louis Rose, the founder of Sofa Club. He was truly a legend. His vision, energy, and determination were unmatched, even while he was undergoing cancer treatment. The way he pushed forward with such grace and passion is something I’ll never forget. It’s heartbreaking that he’s no longer with us, but everything we do now is driven by a desire to make him proud and honour the legacy he built.
Have there been any special moments during your career?
I’ve been lucky to have a few pinch-me moments—whether that’s meeting celebrities or seeing a campaign I worked on get national attention. But recently, I’ve had some high-level CEOs sliding into my LinkedIn messages just to tell me how impressed they are with Sofa Club’s PR and visibility. That kind of recognition, especially from people outside the business, is incredibly special. It’s a reminder that the work we’re doing is really cutting through.
What is your favourite item of furniture you own and why?
It’s got to be my Berkeley sofa from Sofa Club, total cliché, I know! But honestly, it’s just so unbelievably comfortable. I’m a huge fan of interiors that feel lived-in and luxurious, and this piece ticks every box. It’s sleek, stylish, and honestly, you could sleep on it—it’s that comfy.
What do you think is trending within the industry at present?
There’s so much happening right now in the interiors space, and I love how bold things are getting. Maximalism is making a major comeback, which I personally couldn’t be happier about. I’ve never been into cold, clinical interiors. Give me plush grandma-style sofas, vibrant colours, and retro 70s kitchens any day. It’s all about personality and warmth, and I think that’s where the industry is heading.
What would you change in the industry?
I’d love to see the interiors industry embrace a bit more storytelling. There’s still a tendency to play it safe—lots of neutral tones and minimal risk-taking, even when the product is amazing. From a PR perspective, I’d push for more daring, culturally relevant narratives that actually connect emotionally with audiences. Also, I’d love to see brands invest more in long-term relationships with media and creators, not just quick wins.
Can you share an insight into your future plans?
My vision is to grow the PR department at Sofa Club into a full-blown in-house powerhouse. I want us to be seen as a key player in the media landscape, not just within interiors but across lifestyle and fashion. That means entering awards, forming deeper relationships with journalists, and making Sofa Club the go-to name that people genuinely want to write about. I also want to push the fashion-meets-furniture narrative even further, it’s a unique angle and one we should own.
What do you enjoy most outside of work / in your free time?
I’m a bit of a homebody at heart. I love spending time with my dog, Ted, he’s my little sidekick. I live with my boyfriend and we’re both massive foodies, so we’re constantly experimenting in the kitchen. Cooking together is something we really bond over. I also make time for the gym—it’s a big part of my mental wellbeing and helps me decompress after a busy day.
What might someone not know about you?
I’m a huge Horror fan! I’ve probably watched more horrors alone on a sunny day inside, than I should admit. In another life, I would have loved to be an actress in a horror. There’s something about that creepy, high stakes storytelling that really draws me in.
If you had a different career, what would it be?
I’d probably be an actress or maybe a director. I love the creative side of things, and I can be a bit bossy when I have a vision, so directing could’ve suited me! Anything where I could bring stories to life in a visual, dramatic way would have ticked my boxes.
If you were an item of furniture, what would it be and why?
I’d be one of those quirky hula girl lamps you see in old 80s TV shows. There’s something so delightfully kitsch and full of personality about them. They’re unexpected, a little bit tacky, but totally unforgettable. I love that energy – if I walked into someone’s home and saw one, I’d immediately think, that person is cool as hell. I like that person.
Five Fun Questions
1) If you could hack into any one computer, whose would you choose and why?
I’d probably go for someone super high up at Vogue. Just imagine the power of sneaking Sofa Club onto the front cover! I’d casually reply to some emails, slot in a feature, and watch the magic happen.
2) What fact amazes you every time you think of it?
The fact that Versace’s green jungle dress worn by J.Lo literally helped create Google Images! People searched for it so much that Google had to invent a way to search by image. That level of fashion influence? Mind-blowing.
3) What’s the most spontaneous thing you’ve ever done?
When I was 18, I sold my car and booked a one-way ticket to Australia. I had no solid plan and no idea what I wanted to do with my life, I just knew I needed a change. I spent a year out there, and it ended up being one of the best experiences of my life.
4) What is the most important object you own and why?
On a sentimental level, I’d say my vintage Seiko watch that I picked up in New York. It reminds me of good times with my sister and has become a little time capsule of that trip. On a practical level, probably my laptop, without it, I wouldn’t be able to do my job!
5) What did you think was cool when you were young but isn’t cool now?
Going into space! As a kid, I was obsessed with the idea. Now? Let’s just say if I so much as board an EasyJet flight, I start getting anxious. I still think space is fascinating… but me going there? That’s a hard no.
