V Starr names Sonya Haffey CEO

V Starr, an interior design firm based in South Florida, has promoted Sonya Haffey, formerly the firm’s principal of 15 years, to CEO of the company. Under this new title, Haffey will continue to make significant decisions and handle direct relations with outside investors, clients and various stakeholders. As she continues to manage executive-level functions, Sonya remains committed to the growth and development of the V Starr portfolio and will maintain top-level creative direction in alignment with company goals.

“When I joined V Starr in 2009, we were just a team of two, and leadership responsibilities naturally emerged as the company grew over time,” said Haffey. “As CEO, my approach will involve offering strategic guidance while continuing to actively participate as a collaborative team member. My goals in this role mirror those from my time as Principal— fostering mutual growth with the team and guiding them to exceed client expectations.”

The title change coincides with V Starr’s new rebrand, in which the company reevaluated its key pillars to align with its long-term goals to service partners across hospitality and residential sectors. When examining the company vision, the rebrand centers around V Starr’s mission to feed the “mind, body and soul” through design. With an extensive portfolio in the multi-family market and plans to continue expanding into hospitality—luxury, materiality and textures are key factors that drive the rebrand along with heavy focus on clean, sophisticated work. The firm has rolled out its refreshed brand image and has elevated its leadership team to appropriately service its new and existing collaborative partners.

The firm has also recently brought on Enrique Vela as its new principal and director of strategy to further support company function at the leadership level.

“Over the 15 years that Sonya has worked with us at V Starr, she has been an integral part of the company’s success,” said Venus Williams, owner, V Starr. “As she embraces this new role, we are excited to watch her lead our team to even greater achievements in the industry.”