After studying for a Business and Economics degree followed by 20 years working for kitchen companies in a number of roles including designer, showroom manager and national sales manager, Alina Tacutanu felt she had the necessary experience and industry knowledge to finally go it alone. Alina recently found the time to explain her unique business concept to Installer’s Andy Bishop:
I had worked for some premium companies and well-known brands in a variety of roles and over time, I saw a unique opportunity to create an independent design consultancy focused on empowering clients to make thoughtful, personalized choices. In 2023, I launched Kitchen Reflection – Reflection of Personality & Lifestyle – to help clients navigate the complex world of kitchens and choose wisely.
I think one of the main issues for the client is choice – there is so much great choice available in the market that is absolutely daunting. Visiting a high street kitchen showroom can be a delightful experience providing great inspiration, however, the next visit to another showroom is equally amazing, and this is where the problems start. These days virtually all kitchen retailers have great products, beautifully presented by well-trained salespeople, backed up with the finest quality brochures, websites and social media.
Buying a kitchen is such a huge decision for most people, after a house or a car it’s the next largest investment, and it’s something to live with for many many years. No surprise that the desire to make the right decision is so important. People have such busy lives with jobs and kids and life in general that they simply don’t have the time to get to understand what’s available and what’s right for them.
This is where I come in. I have the knowledge and the experience built up after many years, along with the technical know-how of what’s possible and for what sort of budget. I like to think I take away the time and the risk that would usually fall to the client. My aim is always to help my client of course, but also to help the manufacturers and suppliers – I’m at the centre of everyone involved in each of my kitchen projects.
The first step is getting to know the client; what they think they want, how they live, the kitchen they have and why they want to change. I think it’s also important for a client to think about how they see the future, and how they will live 5-10 years from now. I offer both in-house and remote consultancy depending on distance and commitment with the aim of providing the client with an independent expert’s opinion of which direction they should go.
In terms of process, knowing the client is key, and all clients are different and want different things. But with this information on board, I can then progress to a design concept and a preferred layout for their space. There are a lot of things that a client will not have taken into consideration, like proportions, angles, flow and where appliances are best situated. Even things like power sockets and the location of smaller appliances. Everything needs to be planned at this early stage for the best results. I constantly go back to the client to check we’re on the same page. Of course, it’s very important to establish the budget they have for this project and to be able to manage their expectations.
Only then will I start to look at products and suppliers. I have no fixed suppliers so it’s important for me to keep up with anything new and interesting on the market in order to advise my clients. The industry is constantly moving with styles, trends and technology changing so often. Sustainability is becoming very important now and plays a big part in client buying decisions these days. I try to attend all KBB and design events and be a part of the industry. I hope people in the industry would tell you that I have a solid reputation and that most key suppliers have worked with me or know me.
Typically, I will present a client with a few, maybe three options in terms of preferred products and suppliers. We discuss the best route and the different costs before the client orders from the supplier. I prefer the client to make the financial transaction with the supplier directly in order for me to maintain transparency and independence however I oversee the ordering process at all times.
As I always say, every client is different. A recent example is a client based in Cambridge, preparing for the construction of their new home set to begin in early 2025. Eager to make informed decisions, they had already visited a few showrooms and had a general vision but needed expert guidance on layout, design insights, and sourcing options. By collaborating early on, they quickly saw the value of having a dedicated independent designer who brings the information to them, involved from the ground up—saving time, money and energy. In the end, they’ll achieve a high-quality kitchen at a significantly lower cost than originally quoted, with my consultancy fee paying for itself through the savings they gained.
Kitchen Reflection works very closely with interior designers, architects, builders, suppliers, and installers. On the subject of interior designers, I have been very happy to work with several over the years and to help them with the technical aspects of kitchen design. There are elements of designing, usually technical details that aren’t always apparent. I think a designer, an installer, and a supplier working together can really create the perfect solution to deliver the perfect kitchen people are looking for.
It’s really important for clients to realise that the installation of a kitchen is at least as important as the kitchen itself. As the saying goes – A great kitchen fitted badly is a disaster.
Once we have the kitchen designed and sourced, it’s time to look at how it will be installed. In my experience, clients are generally worried that they won’t find the right installer, and that good installers are too busy and too expensive. If the main supplier has recommended installers, I will generally advise the client to use them. They know the products and how to fit them and they are working to keep both the client and the supplier happy. Often clients ask if it’s better for their builder or carpenter to fit their kitchen and I would generally advise them not to do this. In my mind (and in past experience) this is not a good solution as kitchen installation is a very specific skill. I will always oversee any installation work because the responsibility to the client lies with me, but it’s really important for clients to realise that the installation of a kitchen is at least as important as the kitchen itself. As the saying goes – A great kitchen fitted badly is a disaster!
In Kitchen Reflection’s first year of trading, I have been appointed by 6 large projects so far, including some new builds, extensions and a project in London. I’m happy to say that most of my clients have become good friends, so I am very happy with how things are going so far.
Find out more at: kitchenreflection.co.uk
