DLC ID LLC

What DLC ID LLC does

DLC ID LLC (operating as "de la Cruz Interior Design" or "DLC-ID") is a boutique interior design firm headquartered at 953 Harrison Street in San Francisco, California. Founded in 2015 by Jon de la Cruz — a Filipino-American designer who previously spent six years as Design Director at Ken Fulk — the firm offers project-based interior design services spanning concept development, space planning, furniture selection, bespoke furnishings, and project oversight. The firm employs approximately 9 people and serves two primary segments: high-end residential clients in exclusive neighborhoods such as Hillsborough and Sea Cliff, and hospitality operators including restaurants and hotels. There is no proprietary technology platform; the offering is a pure professional services deliverable.

The firm's hospitality portfolio is its most publicly visible business line and includes several well-known San Francisco and California establishments — Wayfare Tavern, Che Fico (San Francisco and Menlo Park), The Hotel Castro, Protégé (a one Michelin-star restaurant in Palo Alto), Mezcaleria (Oakland), and Kuleana Rum Works (Hawaii). Its work has been featured in Architectural Digest, House Beautiful, and Luxe Interiors + Design, and Jon de la Cruz himself is a James Beard Award nominee and 2017 House Beautiful "Kitchen of the Year" winner. The firm has an active PR arrangement with Ballin PR (Nicole Balin) for media relations.

The revenue model is project-based professional services pricing, with each engagement quoted based on scope, size, and complexity. Distribution is direct: the firm engages private clients and hospitality operators through its website portfolio, organic social (Instagram, LinkedIn), and earned media. The firm describes upcoming restaurant projects in California, New York, Hawaii, and Palm Springs, indicating a deliberate geographic broadening beyond its San Francisco base. There is no evidence of external funding, institutional ownership, or subsidiary structure — the company is founder-owned and operated.

Name

DLC ID LLC

Legal name

de la Cruz Interior Design

Website

https://dlcid.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

DLC ID LLC (de la Cruz Interior Design) is a San Francisco-based boutique interior design firm founded in 2015 by Jon de la Cruz, providing project-based residential and hospitality design services to luxury private clients and restaurant and hotel operators across California and select U.S. markets.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Interior Design Services: Project-based professional services for residential and hospitality interior design, including concept development, space planning, furniture selection, and project oversight.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

DLC-ID is a boutique interior design firm providing project-based professional design services for high-end residential clients and hospitality operators. Its offerings span concept development, space planning, furniture selection, and project oversight, blending modern aesthetics with distinctive vintage pieces and bespoke furnishings across homes, restaurants, hotels, and bars.

Product overview

DLC-ID (de la Cruz Interior Design) is a single-service interior design firm offering residential and hospitality design. Founded in 2015 by Jon de la Cruz, the firm provides comprehensive interior design services including bespoke furnishings and distinctive vintage pieces. The portfolio includes hospitality projects such as Wayfare Tavern (San Francisco), Che Fico (San Francisco and Menlo Park), Castro Hotel, Protege (one Michelin star, Palo Alto), Kuleana Rum Works (Hawaii), and Mezcaleria (Oakland), alongside residential projects. The firm operates from San Francisco with upcoming projects in California, New York, Hawaii, and Palm Springs.

Differentiator

Problem solved

Functional benefit

Products and services

• DLC-ID Residential Design Services

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Nicole Balin at Ballin PRminorGTM or Marketing PartnerPR and media inquiries handled by Nicole Balin at Ballin PR for press and media relations support.

Scale indicators2 records

Expansion highlights4 records

Direct peers

• Ken Fulk Inc. Premier San Francisco-based hospitality and residential design firm where DLC-ID founder Jon de la Cruz served as Design Director for six years. Closest peer in scale, geography, and luxury hospitality/residential positioning.
• Studio Sofield: AD100 hospitality-focused interior design studio known for restaurant and hotel projects. Comparable in delivering signature hospitality interiors for premium operators.
• Roman and Williams: Boutique NYC design studio specializing in hospitality and residential interiors with strong restaurant/hotel portfolio. Comparable in high-end hospitality craft and distinctive vintage-modern aesthetic.
• Commune Design: LA-based boutique design firm spanning residential and hospitality interiors. Comparable in serving premium hospitality operators with a recognizable design POV.
• Martin Brudnizki Design Studio: London-based hospitality-focused interior design firm with global restaurant and hotel portfolio. Comparable in specializing in theatrical dining and hospitality environments.
• Kelly Wearstler: Celebrity-led luxury interior design brand with strong hospitality and high-end residential work. Comparable in founder-driven brand, editorial coverage, and luxury positioning.
• Nate Berkus Associates: Celebrity-founded interior design firm with national residential and hospitality presence. Comparable in founder-driven brand and luxury positioning.

Broad incumbents

• Yabu Pushelberg: Large international hospitality and residential design firm. Comparable in hospitality interior design craft but operates at materially larger scale with a broader portfolio.

Emerging players

• House of Honey: California-based boutique interior design firm serving high-end residential clients. Comparable in California luxury residential positioning though lighter on hospitality.
• Hendricks Churchill: Boutique hospitality-focused interior design firm with notable restaurant portfolio. Comparable in theatrical hospitality interiors and emerging brand recognition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dlc-id-llc
• Instagraminstagram.com/delagrammar

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DLC ID LLC