From the moment you step inside Southern Loft, the invitation to be inspired is almost tangible. The space hums with personality amidst vivid color palettes, layered textures, and thoughtfully arranged vignettes that invite you to linger. At the heart of it all is Celeste Hoskins, the creative force behind the store. Known for her intentionality, insightful questions, and warm, relational demeanor, Celeste has become one of Fayetteville’s most distinctive voices in home interiors. Her philosophy centers on purposeful design: creating spaces that reflect both beauty and function, with a deep understanding of how people truly live.
Celeste’s story didn’t begin with sofas or swatches. Her journey into the design world started during her college years, when she began helping people organize and style their homes to support herself through nursing school. "It was never just about the stuff," she recalls. "It was about how space could serve them better." With parents rooted in real estate and construction, Celeste was immersed early in the belief that one's environment can truly shape your life. While she felt deeply connected to the caregiving nature of nursing, it was ultimately the desire for more presence in her family life that led her to reconsider her career path. "Becoming a mom changed everything," she reflects. "I wanted a life that allowed me to be at the choir concerts and the softball games." It was that pursuit of harmony between caregiving and creativity that laid the groundwork for Southern Loft, which she opened in 2016. What began as a practical pivot has since blossomed into a deeply personal calling: creating spaces that help people feel not just styled, but supported in the process of furnishing a home.
At the heart of Southern Loft is Celeste’s desire for people to stay awhile. The art of furnishing a space calls for unhurried shopping—a conscious, intentional process that encourages customers to understand the purpose behind each piece. "We want people to shop for furniture like they shop for shoes. You don’t wear heels to play football," she states. For Celeste, comfort comes first, then function, scale, and finally color. It’s not about what looks good in a photo; it’s about what works for the life someone actually leads. "You have to ask: what problem is this solving? Is this piece actually right for your life?" Her approach challenges the belief that style must be impractical, proving instead that thoughtful design can be both beautiful and livable.
Celeste’s stylistic flair is deeply rooted in her love for Fayetteville, a community she credits with shaping her both as a designer and business owner. She openly acknowledges how the city offered her a space free from rigid expectations that allowed her to take time to develop her own unique style. The welcoming environment of Northwest Arkansas helped her aesthetic fully blossom. Her design inspiration doesn’t come from glossy catalogs or social media trends. Instead, it comes from the outdoors. "I love to bike. Sometimes I’ll be on the trail or out on the lake, and a color will hit me and I’ll bring that color into the store." Her organic approach also informs the advice she gives to customers. For those just starting to define their style, she urges them to dig deeper. "Cultivate relationships. Pay attention to what you’re drawn to—not just what your phone is showing you. Style is personal. Trends are loud, but style whispers."
The name "Southern Loft" reflects the warmth of Southern hospitality paired with the clean, airy modernism of a loft-like setting. "There’s no rush here. We want you to walk in and take your time—to think, to feel, to connect with what you need." What truly sets Celeste apart is her heart. She refuses to pressure customers into purchases, even if it means walking away without a sale. "I care about the person first. I want them to find what’s right, not just what’s available." In a world where shopping often feels rushed and impersonal, Southern Loft offers a space where creativity thrives, community is honored, and every purchase has a purpose. And at the center of it all is Celeste, who proves that great style isn’t about following the latest trend, but about creating a space that feels like home.
"I care about the person first. I want them to find what’s right, not just what’s available."
"Trends are everywhere, loud, fleeting, and constantly shifting. Style, on the other hand, is uncovered slowly through reflection and experience. While trends may influence it, true style is deeply personal. I aim to uncover style."