Our Story
Where Beautiful Design Meets Real Life
For more than 20 years, By Jennifer Reid has been creating timeless, personal interiors for families in Toronto and beyond.
We believe great design starts with listening. By understanding how you live, what you love and what you need from your home, we create spaces that are beautiful, functional and distinctly yours.
From the first conversation to the final installation, our goal is simple: to make the process feel as good as the finished home.
Because beautiful design isn't just about how a home looks.
It's about how beautifully it works for real life.
The Faces Behind Our Brand
Jennifer Reid - The Visionary & Storyteller
Owner and Principal Designer
If you ask me what I love most about my job, it isn't choosing paint colours or finding the perfect light fixture (although I do love those things!). It's getting to know the people who will call the space home.
Before founding By Jennifer Reid in 2005, I spent several years as a television reporter and anchor, telling people's stories. Looking back, I realize that hasn't really changed. Today, I simply tell those stories through thoughtfully designed homes.
For more than 20 years, I've been helping families create spaces that are beautiful, functional and designed around the way they really live. As a mom of four and a lifelong dog lover, I know homes aren't showpieces—they're where life happens. Busy mornings, family dinners, celebrations, muddy paws and everything in between.
My approach is simple: I listen first. Every client and every home is different. By understanding how you live, what you love and what matters most to you, we create a home that feels considered, timeless and entirely your own.
I also believe the experience of getting there matters. My team and I take care of the details, solve the inevitable problems and keep things moving, so the process feels exciting rather than overwhelming. Because at the end of the day, we're not just designing beautiful rooms.
We're creating a home that feels like you.
Ally Pike - The Detail Girl
Senior Designer
Ally brings a joyful energy to every project. Warm, thoughtful and incredibly detail-oriented, she's the kind of person who notices the little things that make a big difference—and genuinely loves making people happy.
With a natural eye for design and a talent for pulling together the finishing touches, Ally helps turn our ideas into spaces that feel polished, personal and effortlessly lived in. Whether she's sourcing the perfect piece or refining the smallest detail, she brings creativity and care to everything she does.
After living in Australia, Ally returned home with a fresh perspective and an appreciation for relaxed, livable design. But her love of interiors started much earlier—renovating her childhood dollhouse, one tiny room at a time.
Some things never change.
Cindy Delio - The Numbers Gal
Business Operations Manager
Cindy is the calm behind the numbers and the person who helps keep everything running smoothly behind the scenes. Organized, dependable and always on top of the details, she brings order to the many moving pieces that come with a busy design studio.
A lifelong Mississauga resident, Cindy loves being part of her community and volunteers whenever she can. When she's not keeping us organized, you'll usually find her in the kitchen trying out a new recipe, spending time with family and friends, or cheering on her three children.
Every creative team needs a Cindy. We're very glad she's ours.