She compares it to the work of the photographer Nan Goldin, who embeds herself in the underground sub-cultures she studies.
" Paloma makes no bones about the fact that she wants to make it big – "as big as Amy Winehouse" – a possibility becoming more likely by the day as she blossoms into one of 2010's hottest new stars.
In order to make it a certainty, however, she knows that for the time being at least, she has to play the game – and this involves getting her face seen at events like the Brits, and in the audience of high-rating shows such as The X Factor, which she did recently.
" Her ruby lips collapse in a frown briefly, and start up again: "It's not that I'd be, like, really upset if I didn't win an award." But she would, at least, appreciate a nomination, as recognition of her hard work and artistic achievements over the past year?
Well, yeah, but more to the point: "Think of all those people who would watch it on TV and see me in the crowd and Google me afterwards!
Thanks to the internet, I've heard all about it before we even meet.
Shortly before she sets out from her rented flat in Islington to the private members' club in central London where we are destined to share afternoon tea, Paloma Faith broadcasts the breaking news on Twitter: "ho hum!
Without ever hearing her sing, the bar manager asked her to front his band, which they later called Paloma and the Penetrators.
"He said it didn't matter what I sounded like 'cause I look old-fashioned." It was in this guise, "wearing a little costume and twizzling a parasol" at a cabaret show, that Paloma was scouted by an A&R man from Epic.
In similar circumstances – effectively having had your debut album shunned by a major awards ceremony – any other up-and-coming starlet might, in an effort to save face, feign nonchalance. To prove it, on this bitterly cold, wind-battered afternoon, she wades through layers of brown snow-sludge to our meeting wearing eight-inch rhinestone heels.