INTERIOR DESIGN

“Every room tells a story,” says Alice Williams, co-founder of Williams Metcalf Interiors, her eyes lighting up as she leans forward, “and our goal is to make sure that story is uniquely the client's, woven through every corner of their space.” From dollhouses to drafting boards, Alice and her partner, Morgan Metcalf, have journeyed through family legacies, art school, and sheer serendipity to build an interior design firm that captures clients’ identities with grace and precision.

Williams Metcalf Interiors, now a staple of style in Utah, began with a little girl dressing up her dollhouse and experimenting with handmade curtains. “I’ve been designing since I can remember,” Alice says, crediting her mother, an interior designer herself, if only briefly, as her earliest inspiration. 

For Morgan, design was in her blood. “My dad and grandfather were craftsmen,” she says with a smile. “I was always curious about how things are built.” Her interest blossomed into a degree in architectural studies, and a twist of fate connected her with Alice. One summer, just as Alice’s assistant quit during peak season, Alice’s son suggested she call Morgan. 

“I was driving through Nebraska when I called her,” Alice laughs. Morgan took the job, expecting it to be a short summer gig before graduate school. But as she immersed herself in the world of interiors, her passion deepened. “I realized this was where I wanted to be,” Morgan recalls. By March, she knew she was committed to design and to Alice’s team.

Alice’s path to interiors, however, was anything but direct. After working as a stylist in her family’s mail-order catalog business, Alice left the corporate world to focus on raising her children, encouraged by her own mother’s advice. But when friends started seeking her help with their homes, Alice’s natural talent for design couldn’t be stifled. In 2004, she founded Alice Williams Interiors in Hanover, New Hampshire.

The synergy between Alice and Morgan was instantaneous. With Alice’s knack for visual harmony and Morgan’s technical skills in hand-drafting and 3D rendering, they became an unstoppable duo. As Alice puts it, “You either have a natural eye for color and proportion, or you don’t.” Together, they brought both intuition and innovation to their work, a blend that soon became the hallmark of Williams Metcalf Interiors.

What truly sets Williams Metcalf apart from other design firms is their approach to customer relations. From the start, they designed their business model to work directly with manufacturers rather than middlemen. 

“We’ve built relationships with over 500 vendors, and some we’ve known for more than 20 years,” says Alice. This unique approach not only allows them to offer high-quality, custom furniture at a more affordable price but also grants them unparalleled creative freedom. “We want our clients to have options,” Alice explains, “to make sure their space feels like them, not like a catalog.”

The philosophy behind Williams Metcalf’s work isn’t just about aesthetics. It’s about respect for the clients, the space, and the materials. They source upholstery from a small family-owned business in North Carolina, where each piece is handcrafted to the inch. “We can put any fabric on any piece,” says Alice, “and the fact that it’s customized doesn’t mean it’s more expensive.” This commitment to quality, craftsmanship, and authenticity resonates with their clients and ensures that each piece they design is personal and enduring.

For Alice and Morgan, a successful project is about more than just visual appeal. It’s about creating spaces that fit seamlessly into their clients’ lives. Their projects range from simple room transformations to complex, multi-layered remodels that require creativity, trust, and adaptability. One of their current projects in Deer Valley is a testament to the firm’s problem-solving skills. The client wanted to “lighten up” a condo that was dark and heavy, complete with a massive stone fireplace that seemed better suited to a medieval castle. They worked within the constraints of the building, unable to move plumbing or certain structural beams. Each surprise behind the walls forced a new solution. “These clients gave us free rein,” Morgan says. “They told us, show us your craziest ideas and we’ll pair it back.”

That freedom to experiment has led to some of Williams Metcalf’s most creative designs. From curving walls to sleek, floating hearths, they’ve transformed this once somber condo into a warm, modern space that remains timeless. “We designed an entryway with a hidden, curved door to the main bedroom,” Morgan explains, describing a wall lined with wood-look wallpaper and a door without a handle, blending seamlessly into the room. “Our clients trust us. They let us push boundaries.”

When it comes to building trust, Morgan and Alice credit their success to mutual respect. “Our clients come first,” says Morgan, “and we both understand that if they aren’t happy, we aren’t happy.” Alice nods in agreement. The bond between Alice and Morgan is a significant part of the firm’s strength. Despite their age difference, they meet each other where they are, adapting to each other's perspectives. “When I need to be serious, Morgan steps up, and when she needs to be lighthearted, I meet her there,” Alice explains. Morgan adds, “We don’t have a need to be right. If Alice’s idea is better, we go with it, and vice-versa.”

With such a supportive partnership at its core, Williams Metcalf Interiors has grown into a business that’s both fun and inspiring. “We bring our dogs to work every day,” Morgan laughs. And their team is just as integral to their success. From their design assistant, Dani, and Ben, who manages their vast materials library, each member brings something unique to the table. They know that every detail, from the fabrics they source to the relationships they cultivate, contributes to a story that unfolds beautifully for each client.

Ultimately, Williams Metcalf Interiors is about creating spaces that feel lived-in, loved, and deeply personal. As Alice says, “A room should tell a story. And that story should feel like coming home.”