PHENOMENAL WOMEN: TIA SAMUELS

"Continuing to create impact by stepping into rooms where I am not always expected, but where my voice belongs."

What made you decide on a career in real estate?

I transitioned into commercial real estate while exploring a new career path after a period in the sports industry. I was seeking change, and I knew I had the capability and curiosity to pursue it. What captivated me most and ultimately kept me in the field, was the industry’s dynamism, particularly in the wake of the pandemic. Real estate is ever-evolving, rich with innovation and opportunities for transformation. By 2030, Gen Z is expected to make up a significant portion of the global workforce, with estimates ranging from one-third to over half. This generational shift will have a profound impact on the sector, and I want a challenge and opportunity to help shape that future.

What was your journey to the position you are in today?

My professional journey began in the sporting world, where I worked in a physiotherapy clinic and as a sports rehabilitator across several clubs, even providing palliative physiotherapy care, a path far removed from real estate. Although unconventional, this foundation helped me build skills in communication, resilience, and adaptability that continue to shape my career.

What has truly defined my journey is audacity. I started as a sales consultant at The Instant Group, a global leader in flexible workspace solutions, where I was introduced to the world of flexible workspace and the professionals rethinking real estate. From there, I transitioned into the landlord partnerships team, directly engaging with landlords to expand flexible offerings within their portfolios. This experience gave me valuable insight into the commercial real estate landscape and its future direction.

As ESG began to take a central role in conversations, it became a natural motivator for me to join NORNORM, where I now work on bridging the gap between flexible workspace and sustainable interiors, helping businesses implement solutions that are both innovative and impactful.

What has been your greatest career achievement to date?

My contribution to NORNORM’s successful entry into the UK market. As a scale-up in a highly competitive industry, I’ve played a pivotal role in securing multiple client partnerships and strengthening the brand’s visibility. Beyond the commercial wins, what I value most is the recognition from colleagues and the wider industry for driving tangible impact and helping position NORNORM as a true disruptor in the market.

What initiative or change are you most proud of implementing?

During my time at The Instant Group, I support  Belonging at Instant alongside Devi Patel and an exceptional team of colleagues. This initiative created networks designed to foster dialogue, collaboration, and mutual support across diverse groups. It provided a platform where individuals could connect over shared interests and identities, while also advancing inclusion within the organisation. The experience reinforced my belief that cultivating spaces of belonging and collaboration is integral to any role I undertake.

Are you able to share with us a challenge you have experienced during your career to date? How were you able to overcome this?

One challenge I’ve navigated is recognising the value of my unique perspective and finding the confidence to share it in professional settings.When I started, I sometimes underestimated the weight of my experiences. Over time, I realised that my background offers distinct insights that bring real depth to conversations. By committing to speak authentically and trusting in the value of my voice, I’ve been able to overcome self-doubt and grow in both confidence and influence.

What would you tell your teenage self?

I would tell my teenage self never to fear change or risk. Too often, we become preoccupied with perception and remain in environments that do not align with our long-term goals. Courage, self-investment, and a willingness to embrace uncertainty are the keys to progress. Every experience, whether failure or success, offers invaluable lessons. Learn, reflect, and carry those insights forward with confidence.

Who, or what, inspires/motivates you to succeed in your respective field?

What motivates me most is the opportunity to create meaningful impact. In commercial real estate, especially in the workplace, people spend a significant part of their lives in these environments. Being able to contribute solutions and innovations that directly affect their experiences, both now and in the future, is deeply motivating for me. Even if my contribution is just 0.01%, I know it plays a role in driving tangible, lasting change.

How do you build inclusive and empowering communities around your work?

For me, inclusion starts with intentionality. Building empowering communities requires consistency, authenticity, and a clear sense of purpose. Whether it’s sparking meaningful dialogue or raising awareness of key issues, clarity of vision is what makes strategies truly impactful. I am committed to fostering accountability, amplifying underrepresented voices, and advocating for the sharing of insights and successes that uplift others.

How have you worked to support other black women or other underrepresented groups across the industry?

I see supporting other Black women and underrepresented professionals as a responsibility. I make it a priority to champion their work by amplifying their names in rooms where their expertise brings value, and by sharing opportunities, knowledge, and resources that can help advance their careers. I also believe that being visible matters just as much.

What does good leadership look like to you?

To me, good leadership is rooted in accountability, humility, and example. A strong leader takes ownership of both achievements and shortcomings, reflects openly, and demonstrates a willingness to adapt and grow. Leadership is not exercised through words alone, but through visible action,  embodying the standards they ask of their teams.

What message would you share with the next generation of black women leaders reading your story?

My message is simple: continue entering the rooms where others may not think you belong. Any preconceived limitations belong to others, not to you. Show up with confidence, advocate for yourself, and speak boldly about your work and impact. Share your voice on platforms and do not shy away from articulating your value in boardrooms and meetings. Every time you claim your space, you not only advance your own journey but also widen the path for those who follow.

The Phenomenal Women campaign is sponsored by Knight Frank