Beautiful on the Inside is not just another design store. Located in Sydney’s design hub, Surry Hills, this store is charmingly unpretentious and inviting – inside and out – and is full of design gold.

It’s owner, Lana Alsamir-Diamond, a product designer herself, meticulously hand picks all pieces in store staying true to the store’s philosophy to only promote the best design.

"The collection has a curated quality to it, everything here is hand picked," says Lana. "We love pieces that have a story to tell, pieces that are most importantly beautiful on the inside, pieces with soul, beyond that we look at the design process itself, well resolved and quality produced pieces."

Stocking funky home accessories, mod furniture and lighting, and fashion and personal accessories, Lana makes sure the store has a mix of local and international design.

"We support both local and international designers, and try and have more that one piece from the same designer so we can support their work and create awareness."

Local designers include Daniel Barbera, Trent Jansen, Matthew Conway, and Frag Woodall. International names include Harry Allen, Rob Brandt, Maxim Velcovsky.

If the consumer in you isn’t inspired, then the architect will be. The space itself is worth a visit for its underground, New York warehouse style boutique layout. Elements that are usually hidden behind clean finished walls and surfaces are all left exposed, untreated and unfinished, materials that are used as under layers are used as finishing materials.

Beautiful on the Inside is a brave, dynamic concept store that will always surprise. But be warned, if you are anything like the indesignlive.com team (we are located just down the road from the store), you may do some serious damage to the credit card.

45/322 Bourke Street,
Surry Hills, Sydney
(61 2) 9360 7733

Email the store
www.beautifulontheinside.com.au

BOTI owner, Lana Alsamir-Diamond