Kelsey Munro
Founder, Selina Designz
How did you get started in the home design and styling industry?

Honestly, I’ve always been pulled toward it—furniture, textures, the way a room is put together. I was the person constantly rearranging every space I lived in, and then rearranging homes for other people because I couldn’t help myself.

It was never a strategy. It was simply what I gravitated toward my whole life.

At some point, I realized I could stop treating it as the thing I did on the side and actually turn that passion into a career. So that’s what I did.

What is the most satisfying part of running your own business?

The freedom.

And I say that knowing full well that most weeks I’m working more hours than I ever did for anyone else. But they’re my hours, and I get to decide when I pour into it.

There’s also something about waking up and being obsessed with the thing you built. Being proud to put your name on it. Building something that’s yours, that you actually love, might be the most beautiful feeling there is.

Being an entrepreneur is a gift—ups and downs and all. It’s not easy, but it’s something I genuinely cherish.

How would you describe your business philosophy and service?

I curate. I don’t decorate.

That distinction matters to me more than it probably should, but it’s the truest way I can explain what I actually do.

Decorating is furniture in a room. Curating is understanding someone’s story well enough to build it back to them in a space.

I want to know how you want to feel when you walk in the door, what you’re drawn to, and what you’ve outgrown. Then every single thing that goes into that home gets chosen against it.

Nothing is filler. Nothing is there because it looked nice online.

I work with clients across Canada and the U.S., and I’ve started getting inquiries from as far as Tokyo, which still doesn’t feel real. Whether it’s virtual or in person, the approach doesn’t change.

We go deep on who you are first, and the space follows.

How would you describe yourself to the INDUSTREE group?

I’m an interior curator.

I know that’s not the word most people expect, but it’s the accurate one. I don’t see this as picking finishes; I see it as art direction for the way you live.

I’m a visualizer. I can walk into an empty room and see the finished thing before anything’s been bought.

My background is visual, my instinct is editorial, and my opinion is the product.

That’s what people are actually paying me for.