Talk Shop: Natalie Owens & Victoria Armour // Stil James
Victoria Armour (left); Natalie Owens (right)
ABOUT NATALIE AND VICTORIA
Stil James is a Canada-based interior design studio led by creative partners Natalie Owens and Victoria Armour. Since joining forces in 2022, the duo has grown the firm into a dynamic six-woman team by blending complementary strengths: Natalie’s expertise in client relationships and team building alongside Victoria’s focus on process, branding, and profitability. Together, they’ve built a studio rooted in transparency, humor, and collaboration, with seamless communication at the center of every project.
Known for interiors that feel both elevated and lived-in, Stil James blends timeless elegance with a playful edge to create spaces that reflect each client’s personality. Their work prioritizes function as much as feeling, balancing thoughtful details with real-life practicality to deliver homes that are as joyful as they are enduring.
Describe your style in three words or less:
Personal, Colourful, Lived-in
What have been the three biggest influences on your aesthetic in your life:
Natalie Owens: Backpacking around Europe when I was 20 completely cracked my world open. It was the first time I really saw architecture up close—how trim, arches, and natural materials aren’t just decorative but actually shape the way a space feels.
My mom was another huge influence. She had such an effortless eye for both fashion and interiors. Our house growing up was full of cozy nooks—overstuffed couches, custom drapes, and wallpaper that always seemed to be changing. She taught me early on that “taking care of spaces” is just as much about comfort as it is about looks.
And then there’s fashion. I’ve always been fascinated by it. The crossover between fashion and interiors is so strong—colors, silhouettes, textures. Following designers around the world has definitely shaped how I build palettes and forms in my work.
How did you start your company, and/or what is your favorite thing about what you do:
NO: Stil James actually started during a really unexpected moment. I was pregnant, sick, and the thought of going back to the grind of startup sales wasn’t realistic. I’d spent the five years before that living out of a suitcase—planes, hotels, client meetings—and I knew it wasn’t sustainable with a baby on the way.
My husband (he’s an entrepreneur too) was the one who kept saying, “What’s the worst that could happen?” That mindset pushed me to go for it. I brought in my sister-in-law, Maja, who had an amazing eye for design but came from a totally different field, and together we laid the groundwork for what would become a full-service firm.
Then I met Victoria. That was the real turning point. We clicked right away—her operations and business brain paired with my sales drive—and the company just took off from there. From that point on, we’ve been really intentional about handpicking every person on the team, not just for their talent but for how they fit the culture we’re building.
My favorite part of all this? Hands down, it’s the moment at the end of a project when everything comes together—the installs are happening, the client walks in, and you can actually see the relief and joy on their face. They’ve invested so much trust and time, and suddenly they’re standing in a space they didn’t even know could exist for them. That’s the magic.
Do you have a mentor in your career, and if so, how have they helped to shape your trajectory:
Victoria Armour: Nat and I both grew up in entrepreneurial families. Our dads were entrepreneurs, so the idea of building something yourself always felt normal. I’m really grateful that I was nurtured early on. While my mom wasn’t running a company, she was hugely involved in the community and was the driving force within our family. That mindset of “you can achieve whatever you set your mind to” really lived in my home growing up.
Now, between Natalie and me, we’ve got six kids. It’s a real testament to having had a front-row seat early on to how work and family can mix. Growing up in that environment gave us the confidence to take risks, the belief we could build something of our own, and the perspective to do it while keeping family at the center.
What does your home say about you:
NO: My home is colorful and playful for the most part. I never want to take what we do too seriously because I think that sucks the fun out of the work, and at times, the end product.
Where do you find inspiration:
VA: Travel. Getting out of my regular environment and into somewhere totally new always sparks ideas. I love traveling through Europe for its history, and my recent trip to Japan was incredible—everything there is so simple yet so thoughtful. Putting yourself in new environments and actually taking the time to slow down changes the way you see everything.
What are your key ingredients for entertaining:
NO: Fun textiles on the table. Linen napkins piped in all colors of the rainbow. A loaded table with unexpected characters. Candlelight always! My husband is a wonderful cook, so good food always sets the stage, and I bring the beautiful finishing touches that hopefully make our guests feel right at home.
Do you collect anything:
VA: I’ve ended up with a little collection of Starbucks mugs from our trips. As much as it may be cheesy, we use the mugs every day, and it’s a nice little reminder of all the memories we’ve made.
Favorite Instagram accounts to follow for inspiration:
@alibuddinteriors, @cortneybishopdesign & @zoefeldmandesign. They are all unafraid.
What design “rule” do you always follow, and which is made to be broken:
NO: Doing the floors is non-negotiable for me. We almost never leave them as-is when we take on a project. A lot of clients want to skip that step, but the truth is your eye always lands on the flooring first—good or bad. If the hardwood is there but it’s gone yellow over time, we’ll refinish it before we plan anything else.
Lighting is another place where people can get hung up on ‘rules.’ Scale can be broken—in fact, oversize fixtures can be exactly right depending on the space, the ceiling height, and the shape of the piece. I’m not fussy about measurements over an island or a table. I’d rather stand in the room, eyeball it, and make sure it feels right in real life.
What are you working on right now:
VA: We are always working on such a range of projects, which we love. It keeps things really fun and fresh, no two clients or designs are the same for us. Some of our most exciting projects are a modern Scandinavian new build infused with British heritage colours, a log cabin with a midcentury colourful twist, a really eclectic California-cool renovation on the water, and a large traditional coastal compound in rural Nova Scotia.
Wardrobe staples:
Oversized t-shirts ready for layering necklaces and accessories; a great sneaker paired with a wide-leg jean, and a classic Veronica Beard navy blazer with gold nautical buttons.
Favorite fabric/wallpaper:
Andrew Martin & Kit Kemp collaborations with Kravet.
Best interior advice you ever received:
NO: ‘No is a full sentence.’ Ashley Olsen said it, and it’s stuck with me ever since. Saying no to a job or a project is just as important as saying yes. Some projects just don’t feel right from the start, and I’ve learned the hard way that working with the wrong client can have ripple effects on your whole business.
Best career advice you ever received:
VA: The best advice I’ve had is to know your lane, stay in it, and do it well- even if it’s quieter than what everyone else is doing. When you’re building something, it’s so easy to start chasing what you think you’re supposed to be doing because it looks successful for someone else. But if something feels off, it usually is. The work that will keep you in the game for the long run is the work that genuinely fuels you, not the work that only looks impressive on paper or online. Keep checking in with yourself, adjust when you need to, and don’t be afraid if your version of success looks different
Types of home purchases you invest in, and save on:
NO: When it comes to investing, I’ll always go big on the main pieces. Large-scale furniture in slipcovered performance fabrics is my go-to—you can actually wash the covers, so your sofa or chairs don’t end up looking like a hot mess. Lighting is another one I’ll splurge on that I treat like artwork. The right fixture can completely change a space, and you’ll never regret spending a little more there.
Where I save is on the supporting players—side tables, coffee tables, rugs. They’re important for grounding the room, but don’t have to be the star of the show. Those are the pieces I’m happy to be more budget-conscious about.
Your greatest extravagance:
VA: Original art. No matter how many times I promise myself I’ll hold off, the space never feels complete until there’s a great piece on the wall.
Favorite places to shop for home:
Anthropologie Home, local art galleries in the South Shore of Nova Scotia, and Vessels & Sticks in Toronto.
Most prized possession and why:
NA: My Christmas ornaments from my grandparents. They are the classic colorful glass ornaments that are always stunning on the tree, and an angel on the top that my grandfather was given by his parents when he was a baby. I love pulling them out every year because it just reminds me of my childhood and getting the house ready with them for Christmas.
Your interiors motto:
Comfort, quality, and personality in every space. Those three are non-negotiable for me. Without them, a room is just four walls.
Your life motto:
Follow your gut.
Advice for someone looking to define their own interior style:
Engulf yourself on Instagram or Pinterest. Dive into the ‘why’ behind some of what the best designers do. Once you understand design as a science, you have more appreciation for it as an art.
Take Ten: My Favorite…
Food:
Natalie: Indian
Victoria: Nachos
Drink:
Natalie: Coffee
Victoria: Blood Orange San Pellegrino
Film:
Natalie: Life as a House
Victoria: Am I the only one who likes TV shows more than movies?! Veep, Jane the Virgin, White Horses!
Hotel:
Natalie: Vmaison Brera Milano (Milan)
Victoria: Rosewood London
City:
Natalie: Copenhagen, Denmark
Victoria: Tokyo
Bedding:
Natalie: Ralph Lauren 100% cotton sheets
Victoria: Parachute
Tea or Coffee (and how do you take it):
Natalie: Latte with oat milk- extra hot
Victoria: Latte
Playlist:
Natalie: Acoustic hits
Victoria: My own running playlist with too many Taylor Swift EDM remixes!
Weekend Activity:
Natalie: Running around with the kids or shooting the basketball in the front yard with them.
Victoria: A walk to our local coffee shop with the kids.
Design Book:
Natalie: Marie Flanigan, because I saw her speak in Austin, and just loved her instantly!
Victoria: Not design per se, but The Creative Act: A Way of Being is inspirational for any creative