Deck the Halls with Design Blog Apartment 34

By Lexi Green
December 8, 2011

There's no shortage of design blogs filling up our Google readers. But what sets Apartment 34 apart (and makes it a site we never fail to read) is the way its author seamlessly interweaves her personal story and her fascination with style and decor.

Erin Hiemstra, now a blogging veteran, started her site four years ago “when design blogs hadn’t become so huge yet.” It began as a way to showcase the interior design transformation of her recently purchased condo in her hometown of Seattle. But as her life changed, so did her blog, not to mention her ever-growing cadre of readers. She met her future husband, got married and more recently, relocated to San Francisco, blogging all the while about these personal milestones and how they affected her views on design, fashion, wedding style and more.

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In a new series called "Living the Loft Life," Hiemstra shows how she'll decorate her now loft in San Francisco, starting with her inspirations.

She's had such an impact that she was able to launch a consulting business, working both individuals and businesses on everything from events to branding to styling needs. She does all of this in addition to her day job as a PR gal. “I don’t sleep a lot!” she tells us.

The Inside Source: Hi Erin! So, you’ve just moved into a new city and a new loft! And you’re designing it from scratch. Tell us, how is it going?

Erin Hiemstra: Well, we downscaled quite a bit from our place in Seattle by several thousand square feet! I knew that our furniture wouldn’t fit in our new loft. The scale is much different: our condo had teeny tiny rooms and this is a much wider space with floor-to-ceiling windows. It’s a fun challenge!

The Inside Source: Are you searching for anything in particular for the decor of this new apartment?

Erin Hiemstra: We decided that it was high-time we were adults and invested in a quality couch. We don’t need a futon from Ikea anymore! I am looking for something streamlined and modern, but still comfortable and dog proof!

The Inside Source: How would you describe your aesthetic?

Erin Hiemstra: I always describe my personal aesthetic as Katherine Hepburn with a little dash of Olivia Palermo. I am very clean and classic, but I also like to have a little bit of an edge. I think that holds true for both my interior and fashion choices. If something doesn’t feel almost a little out of place, then you’re not pushing the envelope enough.

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Regular "Tasty Tuesday" posts feature recipes Hiemstra is experimenting with.

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Frequent "Fashion Fixes" include roundups of the best items for a particular style conundrum.

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In "I've Got a Crush," Hiemstra shares what she's lusting over right now.

The Inside Source: You also help others find their own personal style as a lifestyle expert. Could you tell us a little bit about that?

Erin Hiemstra: My passion is helping people find things that are beautiful and inspirational, and also helping them grow as individuals or as companies. My consulting work has covered things like helping clients to design their weddings, find their signature styles or even piece together a look around a pair of feather earrings! It often comes down to people just needing help narrowing down choices that are going to highlight their personality.

The Inside Source: How will you be decorating your new space for the holidays?

Erin Hiemstra: I brought some of my old decorations to San Francisco. I love family heirlooms. I’m not the type of person who has a silver and white Christmas tree! I also like keeping it very simple and doing things like changing out white candles for silver or gold ones, or placing a bunch of Christmas balls in a large vase. I have this gorgeous wooden wreath hanging in my house year-round. To make it more festive during the holidays, I put a few red sprigs of holly in it. I like making things festive without going off the deep end!

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A wooden wreath Hiemstra has hanging in her house all year round.

The Inside Source: What is one seasonal style or decor item that you just can’t live without?

Erin Hiemstra: I can’t live without candles during the holidays. Making everything twinkle really feels like the holidays to me! I am also a big fan of a great set of scarf and mittens. It’s just so fun to put on a big wool coat and a big fluffy scarf and matching mittens!

The Inside Source: During the holidays how do you make your guests feel at home?

Erin Hiemstra: Good food and good wine are always requirements! I always overfeed. I also like to make sure people go home with a gift. Even if it is just a pack of homemade Christmas cookies. It’s so fun to have that gift giving aspect to add during the holidays.

The Inside Source: With so many design projects on your list, how will you be using eBay?

Erin Hiemstra: I’m constantly on the eBay hunt for hard-to-find and vintage pieces. For our loft, I am trying to find a really great accent chair and desk lamp. For the holidays, eBay is a great place to look for vintage decor pieces. I love holiday items from the '40s and '50s. I love sending old Christmas cards because they feel so nostalgic!

Hiemstra shopped eBay for items to decorate her loft, both during the holidays and throughout the year.

Alexander Mcqueen Savage Beauty by Andrew Bolton

(buy it now price, $34.47)

"Because a great design book is a coffee table must-have!"
Glassybaby Candles

"Your house should glow during the holidays and nothing does that better than Seattle-based Glassybaby candles."
Mid-Century Eames Herman Miller Rocking Chair

(buy it now price, $795)

"I think it’s required for every loft to have a little Herman Miller in it!"
Vintage Ornaments

"I grew up with vintage Christmas ornaments that my mom had saved from her childhood. I'd love to collect enough to have a tree full of them."
Dries Noten Lace-Up High Heels

"And since eBay is a great resource for gift buying, you might as well search, even if it is for something for yourself! I regularly scour eBay for great fashion finds like these stunning Dries Van Noten booties!"