Hidden Gems: Meet Paulina Friedel-Wittlin of PUNIAF.design

Today we’d like to introduce you to Paulina Friedel-Wittlin.

Hi Paulina, thanks for joining us today. We’d love for you to start by introducing yourself.
I’ve always been a designer of all things, obsessed with colors, layouts, interior design, DIY, and power tools, often involved in remodeling projects for friends and family. Eventually, my husband and I purchased our very own fixer-upper in Los Angeles which not only welcomed our new family, but also refueled my creativity.

During the pandemic, I came to appreciate my beautifully designed home and yard like never before. That and our local West Adams community truly SAVED me and my family, which is why I decided to officially start PUNIAF.design and help my neighbors improve their spaces too. Now I can fully share my HGTV home makeover and MacGyver-level problem-solving skills with more people, right here in the community I love so much!

As more people found similar appreciation for well-designed surroundings through the pandemic and new post-pandemic lifestyle, the need for my eye, construction experience and crew, and a word of mouth, quickly placed me and my team on the “sought-after” list… Truly a lifelong dream come true for me.

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
It sure looks smooth from the outside, or on my social media  I want people to feel inspired and relaxed, especially during their project. That’s precisely why they hire me. But of course, the “backstage” can get slightly messy sometimes. 

I guess it’s ok to admit now, that in the first many months I woke up every day feeling both: excited to be able do what I love and do best, and also absolutely horrified that I had no idea what I was doing  Now I accept that that’s pretty much a default state of ambitious creatives.

And as far as running the business, do you know the saying: “Do what you love, and you will never work… ” ? Well, that makes being serious about the business side of things very difficult… I wish I had a mentor, but I didn’t, so I went through a lot of struggle and stress, help and resources, to organize my company and processes in a way that allows me to handle it all and continue growing and successfully serving my clients.

Thanks – so what else should our readers know about PUNIAF.design?
PUNIAF.design is a full-service design-and-build team that utilizes quality craftsmanship and smart design to capture the maximum amount of functionality and personality. Because SMART DESIGN IS LIFE CHANGING and creating well-designed, beautiful spaces, filled with personality and happiness is my speciality. We completely transform the interior and exterior spaces to help our friends, and neighbors, turn their home into their favorite place on Earth.

You know those TV home makeover shows? We can do that but in real life! Less cameras but just as much excitement.

I feel like the luckiest person on the planet when I can say: “hey guys, let’s have fun and make someone’s home dreams come true!” and call that “work”.

What do you like best about our city? What do you like least?
Being European myself and having friends from many parts of the world and walks of life, I’m quite obsessed with LA’s variety and diversity. Yes, it’s a bit of a mess haha, but the exciting crowd energy, creativity, the colors, mix of cultures, music, and art scene are unmatched, and literally the most reliable source of inspiration I can always pull from. I’m also super lucky to have found a real, super tight community in the  middle of this huge city! How cool is that.

I miss European cities’ gorgeously designed and clean public parks, and the nightlife where restaurants’ kitchens don’t close at 10 pm, if at all, and people safely walk around and enjoy the night vibes for hours after midnight 

Contact Info:

• Website: https://www.puniafdesign.com/
• Instagram: https://www.instagram.com/puniaf.design/