Long before Southern Palms Furniture & Decor became a trusted name along Alabama's Gulf Coast, there was a little girl who simply saw the world differently.
At four years old, while most children were choosing toys, Freda Butler was helping her grandparents select fabric to recover a family sofa. It seemed like a small decision at the time, but decades later, that same sofa still sits in her home a reminder of where her story began.
Her childhood friends aren't surprised she became an interior designer.
"I've just always known."
Growing up on her family's North Alabama farm, Freda rarely looked at a room the way everyone else did. Cleaning her bedroom usually meant rearranging every piece of furniture because she believed the room could work better another way. By high school, her imagination had grown even bigger. She cut down a small tree from the family farm and placed it behind her bed because it fit the vision she had for the space. The tree remained there until after she was married.
She was constantly sketching floor plans and imagining homes she might someday create. At eight years old, she even walked her mother through the house pointing out changes she thought should be made. Most of those ideas never happened, but the instinct behind them never disappeared.
Travel expanded that perspective even further.
Because her grandmother owned a travel agency, Freda spent much of her childhood exploring Hawaii, the Caribbean and Europe. While many travelers remember beaches or famous landmarks, Freda remembers hotel lobbies.
"They were such welcoming places that gave me excitement about what kind of adventure we would find."
Cruises introduced her to beautiful finishes and craftsmanship, while Europe inspired her appreciation for individuality.
"I noticed everyone had different front doors. None were the same. I'm still stunned that in America we all have the same front doors."
One destination continues to influence her work more than any other the Polynesian Cultural Center in Hawaii. The woven palm baskets, tropical landscaping and relaxed island atmosphere helped shape the coastal style she is known for today.
Those experiences also taught her one of the most important principles she carries into every design: balance.
"If you go too far, it just looks like a drunken parrot."
It's a philosophy she still follows today, borrowing inspiration from Coco Chanel's advice to remove one accessory before leaving the house.
"The same applies to interiors."
After earning degrees in interior design and public relations from the University of Alabama and studying art history in Italy, Freda made her way to the Gulf Coast. She quickly recognized that many homeowners were purchasing beach properties from outside the area and needed more than someone to sell furniture. They needed a trusted partner who could guide them through every design decision and create spaces that reflected the lifestyle they imagined.
That realization became Southern Palms Furniture & Decor.
Today, Freda and her team specialize in full-service interior design for vacation rentals, second homes, renovations, new construction and commercial spaces across the Gulf Coast. Every project begins with a private design consultation not a walk through the showroom because understanding how clients will live, entertain or host guests is the foundation of every successful design.
From there, Freda and her team create a complete plan that may include furnishings, lighting, artwork, rugs, accessories and styling. They also assist with finish selections during renovations and new construction while coordinating deliveries, installations and the countless details clients rarely see. For owners who live outside Baldwin County, that local expertise provides peace of mind from the first consultation to the final installation.
"The dedication to the details is what makes everything come together."
While Southern Palms is known for its full-service design, the company also welcomes customers into its Orange Beach showroom and online boutique. Both feature carefully curated furniture, artwork and home décor selected by Freda and her team. Whether someone is searching for a single statement piece or furnishing an entire property, Southern Palms offers a starting point for creating a home that feels intentional and inviting.
For Freda, beautiful spaces have never been about filling rooms with furniture.
They are about creating experiences.
"I hope clients have that feeling you get after you've been traveling for a while and finally arrive at your destination and it's even better than you expected. That overwhelming feeling of, 'Wow...I get to enjoy this space while on vacation.'"
That philosophy has shaped some of her favorite projects, including helping three siblings renovate the beach condominium their parents purchased more than thirty years ago. Rather than erase its history, they preserved meaningful pieces while updating the home for future generations.
Another unforgettable project was designing the lobby for Phoenix Gulf Shores II.
It brought her story full circle.
The little girl who once lingered in hotel lobbies studying every detail was now creating the first impression thousands of families would experience before beginning their own vacations.
Her creativity also extends beyond Southern Palms.
Each year, Freda partners with Gulf Shores Middle School's art classes to create Christmas trees for the Merry Memories Tinsel Trail. Together, the students design handmade ornaments that become part of the holiday display. The following year, those ornaments are sold, with proceeds benefiting a local foundation. It's a collaboration that allows students to see how creativity can strengthen a community while giving back to it.
Family remains the heart of everything she does. Her partner, Lance Rabren, and her four children, Evie Rosa, Jack, Hans and Coco are both her biggest supporters and her most honest sounding board. Their perspectives have taught her that every member of a household experiences a home differently, and good design should reflect the people who live there.
Being a mother has shaped her professionally as well. She admits that years ago she installed light gray carpet in a busy family home and quickly learned that beautiful choices also have to be practical. Those experiences continue to influence the recommendations she makes for every client.
When asked what she hopes people remember years from now, Freda doesn't mention furniture or finished rooms.
She hopes they remember how those spaces made them feel.
The excitement of arriving.
The comfort of gathering.
The laughter shared around a dining table.
The memories created with family and friends.
Perhaps that's because she's never really believed interior design is about decorating.
"I consider myself an artist. Rooms are my canvas, and furniture and art are my paintbrushes."
With every consultation, every installation and every finished room, Freda and the Southern Palms team aren't simply designing beautiful interiors.
They're creating the backdrop for life's most meaningful moments.
I consider myself an artist, rooms are my canvas and furniture and art are my paintbrushes.
When all the pieces in the design takes their places, that's where the magic happens!