JAQUE has recently been awarded Best Luxury Interior Design Studio in Arizona, USA by Luxury Lifestyle Awards, a recognition that highlights their ability to transform interiors into rich, emotionally intelligent experiences. In this exclusive interview, World Luxury Chamber of Commerce President Alexander Chetchikov sits down with JAQUE Founder and Chief Visionary Officer, Jaque Bethke, to explore the artistry, intuition, and bold thinking behind her globally recognized work.

Alexander Chetchikov: Jaque, congratulations on your win. What does it mean for you and your team at JAQUE to receive international recognition as Best Luxury Interior Design Studio in Arizona?

Jaque Bethke: To be recognized on an international stage as the Best Luxury Interior Design Studio in Arizona is an incredible honor for both me and my team. At JAQUE, we pour our hearts into every project—curating experiences that are bold, deeply personal, and transformative.

This recognition affirms not only our design philosophy but also the extraordinary dedication of my team, who bring vision and precision to life every single day. For us, it’s more than design—it’s about creating legacies, shaping environments that move people, and elevating how they live. To have that acknowledged globally is both humbling and energizing for what’s to come.

AC: How do you personally define luxury, and how does that definition shape the spaces you create?

JB: For me, luxury isn’t about price tags or excess—it’s about intention. True luxury is the experience of being in a space that reflects your deepest values, heightens your rituals, and inspires you the moment you enter.

At JAQUE, that definition guides every creation. We design with a meticulous eye for detail, but also with empathy for how people interact, gather, and move through their environments. Every texture, proportion, and line is curated to feel effortless yet unforgettable. Luxury, to me, is about shaping spaces where beauty, function, and meaning converge—environments that elevate not only how you work or connect, but how you feel.

AC: What role does emotional resonance play in your approach to luxury design?

JB: Emotional resonance is everything. A space can be beautiful, but if it doesn’t move you—if it doesn’t stir something within—it’s just a backdrop. At JAQUE, we design with the belief that luxury should be felt as much as it’s seen. Every material, proportion, and detail is chosen not only for its aesthetics, but for the way it shapes an experience. Whether it’s the intimacy of light falling across a surface, the rhythm of a corridor, or the texture that invites touch—these are the elements that transform design into something unforgettable. Luxury, to me, is about creating spaces that don’t just impress in the moment but leave a lasting emotional imprint long after you’ve left.

AC: How do you translate a personality and energy into a spatial experience that feels truly theirs?

JB: For me, translating a personality into space isn’t about listening to what clients say they want—it’s about observing how they live, where they feel energy, and what truly supports them. I step into their world the way a doctor approaches a patient: diagnosing the gaps, uncovering what isn’t being said, and ultimately prescribing what will transform their lives.

At JAQUE, our clients don’t have to know what they need—that’s our expertise. We read between the lines, study the nuances of their habits and environment, and then craft a spatial experience that elevates their daily rhythm. The result is a space that feels as though it was always meant for them—deeply personal, profoundly functional, and undeniably luxurious.

AC: JAQUE has worked across residential, hospitality, retail, and even custom furniture design. How do you maintain a consistent level of innovation across such different sectors?

JB: Innovation, for me, comes from mindset—not market. Whether I’m designing a private residence, a hotel, a retail environment, or a custom piece of furniture, I approach it with the same philosophy: every project is an opportunity to reimagine what’s possible.

At JAQUE, we maintain consistency by anchoring ourselves in curiosity and fearlessness. We never replicate—we interrogate, we push, we refine. Each sector has its own demands, but the throughline is our commitment to create experiences that move people. The scale or category may change, but the DNA of our work—bold, intentional, emotionally resonant design—remains constant. That’s how innovation becomes not a moment, but a practice.

AC: Your projects often involve significant technical complexity. How do you balance aesthetics with structural problem-solving?

JB: For me, beauty and structure are never at odds—they’re dance partners. The more technically complex a project is, the more thrilling the challenge becomes. At JAQUE, we see engineering hurdles not as limitations, but as invitations to innovate. Balancing aesthetics with problem-solving starts with collaboration. We work hand in hand with architects, builders, and craftsmen, exploring structural solutions that don’t just support the design but elevate it. Every beam, joint, or hidden system is an invisible layer of luxury, allowing the final experience to feel effortless and fluid. True luxury design is when the complexity disappears, leaving behind a space that feels inevitable—like it could never have been any other way.

AC: How has the interior design industry evolved over the past decade, and where do you see it heading next?

JB: In essence, the industry has evolved from being purely aesthetic to holistically experiential. Digital tools empower creativity. Clients expect intentionality and values. Future-forward design will fuse wellness, emotional resonance, sustainability, and immersive technology—all while preserving the soul of luxury: deeply personal, evocative, and timeless.

AC: For young designers entering the industry today, what would you say is the most important mindset or skill they should develop?

JB: For young designers, the most important mindset is fearlessness. Don’t be afraid to fail. In fact, embrace it—because failure is simply proof that you’re pushing boundaries. Every misstep is a lesson, every challenge an invitation to refine your craft.

At JAQUE, we thrive on experimentation and bold curiosity. Technical skills matter, but it’s the courage to take risks, to reimagine the familiar, and to keep going when the outcome isn’t perfect that truly shapes a designer. Innovation only comes when you’re willing to step into the unknown—and that’s where the magic begins.

Thank you, Jaque, for sharing your insights and taking us behind the vision that defines JAQUE. Explore JAQUE’s award-winning work and immersive design philosophy: https://jaque.design/.