About Us

Founded by Alex Pevtsova in 2023, Pif. Design Studio is the culmination of a lifelong passion for creativity and transformation. From rearranging furniture as a child to mastering the art of interior design, Alex's journey took an unexpected detour through nearly two decades of competitive pole vaulting. The discipline, resilience, and structure gained from athletics now inform her approach to design; where every space is a balance of function, beauty, and personality.

What began as a personal obsession grew into a studio dedicated to crafting spaces that inspire. At Pif. Design Studio, design isn’t just about aesthetics; it’s about creating environments that feel intentional, inviting, and deeply personal. With an eye for detail and a commitment to storytelling through interiors, Alex and her team bring vision and heart to every project, transforming houses into homes and spaces into experiences.

What’s In a Name?

“When it came time to name my business, Pif felt like the only choice. It’s a little tricky to pronounce, and people often ask what it means or where it comes from. The story is simple and close to my heart.

I'm a first-generation American, and Pif is a family nickname. In my home language, my last name is pronounced more like Piftsova rather than Pevtsova — and that's where Pif comes from. Everyone back in Russia called our family Pif, and I wanted to carry a piece of them with me. Naming the business Pif is my way of honoring those dear to me; the ones who remain close at heart, even when far away.”

Pif. Design Studio ( Piif dɪˈzaɪnˈ studiˌoʊ )