First find out if it is an AI photo. Many times AI will "invent" materials/products that don't exist.

I took a screenshot of it back in January, so I hope it’s not AI but don’t know where I found the image.

Ok thanks - yes that’s the exact photo!

Any guesses on cut? Plain sawn?

The photo looks just like RSWO cabinets - it surprised me to read that your RSWO sample looks more "modern" than the ones in your inspiration photo.

Some cabinet makers use reconstituted RSWO in order to provide less expensive cabinets - it looks more uniform which looks a bit more modern.

Please post a photo of your RSWO door sample - it seems odd that it doesn't look similar to the cabinets shown in your above photo.

What about the door sample makes it seem more modern? Is it the style of door? The color?

Style of door is shaker. There is a lot of vertical grain in it, which looks modern /almost ikea like, I don’t have photo on my phone of it yet so can’t post.

There is some vertical grain in the Segale Bros cabinets in the original picture you posted. Here is more of a close up from that same kitchen. Keep in mind these are high end custom cabinets. What brand is the door sample you have? You will get what you pay for. There is standard industry grade rift and high end/select grade. Do your homework. If you want the look in the pic be prepared to pay.

Yes we have hired a custom cabinet maker, they have 4 cuts of white oak available: rustic, rift sawn, plain sawn and quarter sawn. Maybe it’s the stain we chose that is showing the grain more.

Having a custom cabinet maker does not automatically mean that your cabinets will be made with the grade of RSWO used in your inspiration photo.

Clyde's comment above was not referring to the type of cut of WO used for the cabinets - his comment was about the different grades within each type of cut .

Your inspiration photo is of a kitchen with high end custom cabinets - not just custom cabinets.

The cut + the grade of the white oak = the appearance of the final product (not just cut).

As you can see by the above illustration, rift sawn produces the lowest yield = the most expensive cut.

RSWO is graded by certified individual graders working at sawmills or independent inspection agencies. These professionals follow strict rules set by oversight lumber associations (like NHLA) related to clarity/color consistency/grain straightness/etc.

Standard hardwood lumber grades:

• FAS (Firsts and Seconds): The highest standard grade. Provides long, clear, flawless boards with minimal knots, sapwood, or color variation, making it ideal for premium, highly visible cabinet faces.

• Select Grade: Nearly as clean as FAS on the best face, but allows some minor imperfections or slight color variations on the reverse side. Highly cost-effective for face frames.

• Number 1 Common (#1 Common): Budget-friendly with more knots, mineral streaks, and color shifts. Best used if you are cutting shorter pieces for small cabinet parts or want a rustic look.

Custom cabinet appearance grades:

• Select and Better / Prime Rift: Specially sorted by specialty distributors to guarantee a tight, clean, vertical linear grain with zero "quarter-sawn" flake/fleck and no sapwood.

• Character / Rustic Grade: Allows natural knots, worm holes, and major color contrast between heartwood and sapwood for an organic, textured feel.

• Builder Grade / Mixed Rift: Often blends mostly straight rift grain with up to 15%–20% subtle quarter-sawn fleck or minor natural marks, balancing lower cost with a clean aesthetic

What grade of RSWO (solid + veneer) is your cabinet maker using to build your cabinet boxes/doors/drawer fronts?

Door sample

Instead of focusing on the wood, focus on the look.

Your custom cabinet maker should be working to deliver the look you are after.

And understand you are looking at images, not wood you are holding.

Your cabinets may need more than a stain or clear finish to match this look, and many shops are good at building cabinets, less so at finishing.