What remains different
Personal by design.
Every showroom visit is booked so the right specialist can prepare, listen and give the project proper attention.
Our story · Since 2011
From a personal sourcing service to an award-winning design studio.
DDL stands for Design Di Lusso. We are an independent, family-run business built on one clear idea: exceptional design should feel personal, informed and accessible.
What we do today
Material knowledge and design instinct, brought together in one studio.
Today DDL brings material sourcing, plan review, quantity guidance, tile-layout thinking and complete bathroom specification together in one appointment-led Watford studio.
We start with the atmosphere you want to create and refine the scheme through colour, format, texture, finish, grout, lighting, brassware, furniture and technical suitability until the whole space feels resolved.
Where it began
Knowledge first. Then a showroom built around service.
Dinesh Mathur founded Design Di Lusso in 2011 as a specialist tile sourcing service for architects and interior designers.
It served professionals who had a clear vision but could not find the right tile, as well as those who had already specified a product but wanted better or more distinctive alternatives. With no showroom or warehouse, Dinesh focused on finding the right product for the design, performance and budget rather than pushing whatever happened to be in stock.
That work grew across high-end homes, luxury cruise ships, hotels, spas, restaurants and bars. It also built direct knowledge of specialist factories, materials and manufacturing, and a carefully curated network of Spanish and Italian suppliers.
Built with persistenceDinesh worked evening delivery shifts while developing the business, reinvesting what it earned and building the relationships needed to move from specialist sourcing to a permanent public showroom.
How we grew
A family-run studio, expanded around what clients genuinely needed.
In 2019, DDL opened its flagship Watford showroom and began serving retail customers designing their own homes. Dinesh's father, PJ Mathur, joined the family business, bringing 25 years of tile-retail experience. Together they established the personal, appointment-led service the studio is known for today.
In 2022, a second showroom floor opened to present DDL's growing collection of distinctive products. Bespoke Italian vanity units followed in 2024. In 2025, DDL introduced its professional bathroom design service and project consultation service: bringing material sourcing, plan review, quantity guidance, tile-layout thinking and complete bathroom specification together.
2011Design Di Lusso founded
2019Flagship Watford showroom opens
2022Two-floor studio expansion
2024Bespoke Italian vanity units
2025Professional bathroom design
2025Project consultation service
2025Luxury Lifestyle Awards · Best of the Best Top 100 of the World
2026LUXlife · Best Premium Tiling Brand, UK
What remains different
Curated, not stock-led.
We source from selected Spanish and Italian factories, looking for the right surface or product rather than limiting the design to conventional stock.
What remains different
Creative and technical.
Material direction sits alongside scale, setting-out, quantity guidance, indoor-outdoor continuity and practical bathroom planning.
What remains different
Considered luxury.
Our goal is to combine design, craftsmanship, functionality and value so exceptional rooms feel attainable and enduring.