Meet the people who turned a flair for domestic style into a lucrative living 2 May 2021 • 6:00am Social media users such as Lucy Whitehouse have turned their interest in home decoration into a business Credit: Heathcliff O'Malley Over the past year, those of us who work have become used to the fact that our homes now double up as our offices. But for an army of online influencers, that goes one step further. For those who spend their days shooting pictures of their immaculately styled living spaces – and earning money from it – their homes are their work. They have been particularly busy over the past few months. While we have all been confined to home, spending more time in it than ever before, we’ve been desperate for styling tips and product advice. Influencers on online platforms such as Instagram and Pinterest have seen their follower numbers soar. At the start of 2020, Paula Sutton, one of the most popular interiors influencers, had a healthy 120,000 followers, which grew to current levels of more than 470,000. She’s not alone: on Instagram there are more than 27 million posts tagged “#interiors”.