Designing with Purpose: Boitsheko Ganyane’s Journey to Distinguished Living

Boitsheko Ganyane

In a world where interiors are often defined by fleeting trends, Boitsheko Ganyane stands out for her ability to create spaces that are both timeless and deeply personal. As the founder and creative force behind Distinguished Living, a luxury interior design and bespoke furniture brand, Boitsheko has carved a niche for herself by combining thoughtful design with intentional craftsmanship—all rooted in South African talent and creativity.

What began as a quiet passion while working as a strategy consultant at PwC has since evolved into a full-scale design studio and manufacturing business. Through Distinguished Living, Boitsheko champions locally made, custom furniture that prioritizes quality, sustainability, and client experience. Her approach blends luxury, functionality, and personalisation—ensuring that each space tells a unique story.

In this conversation, Boitsheko shares the journey behind Distinguished Living, the values that drive her, and her vision for the future of South African design.

1. What inspired you to start Distinguished Living, and how did your journey in interior design begin?

Distinguished Living began as a passion while I was working as a strategy consultant at PwC. In between the long hours and tight deadlines, I often found my mind drifting not to spreadsheets or presentations but to thoughts of beautiful spaces and how design could change the way people live.
That quiet passion eventually found an outlet on Instagram. At the time, I did not even have a comprehensive portfolio, so I began curating and sharing work from design icons like Kelly Wearstler, reflecting on what inspired me about each space. To my surprise, it was through that page that I landed my very first client. I could not believe that someone believed in my capabilities. It was from that moment that I saw the opportunity to turn this passion into a business.

2. Were there any key moments or turning points that shaped the direction of your company early on?

There definitely have been a few pivotal turning points that shaped Distinguished Living early on.
The first was landing our very first client. It was one of the most validating and humbling experiences. I learned so much from that project—not just about design, but about the business behind design. There is a lot that goes into it: listening to clients, managing expectations, guiding them, and delivering on their vision. That experience gave me the confidence to see this passion as something that could truly become a business and something I pursued on a more commercial level.
The second major turning point came when I realized how challenging it was to rely on external suppliers for furniture. I faced repeated issues with delays, poor craftsmanship, and inflated costs—things that not only frustrated me but also affected my clients’ experience. It was in those difficult moments that I made the decision to move into manufacturing. That shift completely changed the direction of Distinguished Living because it gave me control over quality, timelines, and the ability to create pieces that truly aligned with my vision.
Looking back on those moments—one rooted in opportunity and the other in challenge—this is what set the foundation for the business I am building today.

3. What were some of the biggest challenges you faced starting out—and how did you overcome them?

Finding the right people to work with is one of the hardest and biggest challenges one faces when it comes to setting up a design and manufacturing business. Skilled and trustworthy craftsmanship is at the heart of our business, but it wasn’t easy to find artisans who had both the technical ability and the attention to detail I was looking for. It took a lot of time, patience, and trial-and-error to build relationships with craftsmen I could trust.
Another challenge I faced was outsourcing key parts of the process that I couldn’t yet handle in-house—especially delivery and transportation. Up until now, we have relied on third-party delivery services to get furniture to clients, but it often turned into a nightmare. Pieces would arrive damaged, scratched, or handled without the care we put into making them. We have recently been blessed with the opportunity to buy a truck. This has been the biggest relief, both financially and operationally, as we no longer have to rely on third-party suppliers.

4. Distinguished Living is built on a few basic principles—can you elaborate on these and why they are important to you?

When building Distinguished Living, I based the experience on what I would want as a client—what would make me excited, confident, and satisfied throughout the buying process. From that perspective, three things stood out as most important: Luxury, Convenience, and Customisation.
To me, luxury isn’t just about appearance—it’s about the feeling of owning something thoughtfully designed, meticulously crafted, and built to last. Convenience reflects the importance of a seamless experience. From consultation to delivery, I wanted a process that was smooth, stress-free, and reliable because I know how frustrating it is when that isn’t the case.
Customisation ensures every piece is personal and meaningful. Furniture should fit a client’s lifestyle and reflect their taste—not just fill a space.

5. How do you balance luxury and affordability when designing for a wide range of clients and budgets?

Balancing luxury and affordability is something we think about in every project at Distinguished Living. For me, luxury isn’t just about price—it is about attention to detail, quality, and the overall experience. That means even if a client is working with a smaller budget, we can still create something that feels luxurious through thoughtful design, smart material choices, and craftsmanship.

6. You offer both commercial and residential design—how do these differ in terms of approach and execution?

Commercial and residential design require different approaches because the goals and experiences for each are distinct. Residential design is highly personal. It is about creating spaces that reflect the client’s lifestyle, personality, and how they live day-to-day.
Commercial design, on the other hand, is more strategic. It must balance aesthetics with functionality, efficiency, and brand identity. Every element—from materials to furniture durability to spatial flow—is designed to serve both the people using the space and the overall business objectives.

7. What made you decide to focus on bespoke furniture using 100% locally manufactured supplies?

The decision to focus on bespoke furniture that is locally manufactured came from both experience and principle. Having experienced challenges with supplier delays and inconsistent quality, I realized that to deliver the level of craftsmanship, reliability, and client experience I wanted, I needed to have more control over the process. By manufacturing locally, we can oversee every detail, ensure top-quality craftsmanship, and deliver furniture that truly meets our standards.

8. How important is supporting local artisans and suppliers in your business model?

Supporting local artisans and suppliers is central to Distinguished Living’s business model. From the beginning, I knew I wanted the brand to be about more than just creating beautiful furniture—I wanted it to have impact. By collaborating with local craftsmen, we not only ensure that every piece is made with care and skill, but we also contribute to sustaining South Africa’s manufacturing industry and preserving traditional craftsmanship. It’s about being able to create opportunities for skilled workers and empower a community of makers who are often overlooked.

9. What sets your custom furniture pieces apart from others on the market?

What sets our custom furniture apart is the combination of luxury, convenience, and personalisation. Every piece is designed and manufactured locally, which means we have complete control over quality and craftsmanship. We put a strong focus on client experience. From the first consultation to delivery, the process is seamless, collaborative, and stress-free. Clients do not just get a beautiful piece of furniture—they get something that feels personal, meaningful, and built to last.

10. What are some signature design elements or stylistic choices that you often incorporate into your work?

I have always been drawn to design that feels both timeless and liveable. Clean lines and elegant forms are a big part of my aesthetic, but I also love layering in textures and finishes that bring warmth and depth to a space. I often start with a neutral foundation and then add bold accents—whether through statement pieces, unique detailing, or striking materials—that give the design personality without overwhelming it.
For me, furniture should feel like an extension of someone’s lifestyle—luxurious, but also comfortable and functional. That balance has become a signature in my work: pieces that elevate a space but still feel inviting and practical enough for everyday living.

11. How do you tailor a space to reflect a client’s personality or brand identity?

For me, tailoring a space to reflect a client’s personality or brand identity always starts with listening. I spend a lot of time understanding who they are—their lifestyle, values, and what they want the space to communicate.
With residential clients, that means drawing inspiration from their daily routines, personal tastes, and the mood they want their home to evoke. With commercial clients, it is about translating a brand’s ethos into a physical environment so that the space itself becomes an extension of their identity.

12. How has the business evolved since its inception—and what’s next for Distinguished Living?

As something that started as just a passion, Distinguished Living has grown into a full-scale furniture and design brand. We have moved from simply curating spaces to manufacturing bespoke pieces locally. We have been focused on perfecting our quality and growing the brand into a business that is known for luxury and attention to detail. From this point, our next big goal is to open a showroom—something that will require time and serious ability to manage scale.

13. Are there any exciting projects or collaborations currently in the pipeline?

Yes! In September, we are extremely excited to be launching our very first outdoor range. The emphasis will be on creating a sanctuary that mirrors the home’s interior style while offering a unique outdoor experience. We are planning to release a range of pieces that combine steel with other natural elements.

14. What legacy or impact do you hope Distinguished Living leaves in the design industry and community at large?

I want Distinguished Living to stand as proof that African design and craftsmanship can compete on a global stage without compromising on luxury, quality, or authenticity.
Beyond creating beautiful pieces, my hope is that the brand contributes to building a more sustainable and inclusive design industry by supporting local artisans, empowering women in manufacturing, and reshaping how people experience luxury in South Africa.
The legacy I want to leave is a brand that not only transformed spaces, but also opened doors, created opportunities, and set a new standard for what it means to design and manufacture locally.

15. What advice would you give to young women or aspiring entrepreneurs who want to break into interior design or start their own brand?

My biggest advice is to just start, even if you don’t have it all figured out. When I launched Distinguished Living, I did not have a full portfolio or a perfect plan—but I had passion, consistency, and a willingness to learn. The industry can feel intimidating, but confidence grows with every project and every risk you take.
I would also say, don’t be afraid of the hard lessons. The challenges—whether it’s finding dependable suppliers, managing clients, or navigating finances—are what sharpen you as an entrepreneur. Surround yourself with mentors, stay curious, and most importantly, build a brand that reflects your values and your vision, not just trends.
For young women especially, remember you do not need permission to take up space in this industry. Your perspective is your power.

16. What keeps you motivated and inspired in your work today?

I still cannot believe that I am privileged enough to do work that I feel aligns with my life’s purpose, which is to create spaces that truly enhance how people live and feel. There is something incredibly fulfilling about watching a project come together and seeing a client’s joy—because it’s a tangible reminder that my passion for design can make a real impact on someone’s life.
I am also inspired by the artistry and dedication of local craftsmen, and by the possibility of elevating South African design on a larger scale. Every project reinforces why I started this journey—to express myself by creating meaningful, lasting beauty that touches people’s lives.

Visit Distinguished Living today and discover a world of harmonious living.

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