Trade Tales
Business of Home's editor in chief Kaitlin Petersen talks to interior designers about nurturing creativity, finding a firm’s financial footing, setting goals and discovering their own version of success as a result.
Episodes
Ask Us Anything: Lucy O’Brien on designing around order minimums
In this episode, Philadelphia-based interior designer Lucy O’Brien of Tartan & Toile answers a question from a designer who recently had to compromise her creative vision after coming up against an order minimum. O’Brien jumps in with advice on finding a second life for extra material, the value in troubleshooting with sales reps, and being transparent with clients about unexpected fees during the
Rayana Schmitz on tapping outside experts to transform her firm
Rayana Schmitz balanced several different early career paths—from fitness trainer to firefighter—before landing on interior design. Today, she’s leading her firm with the wisdom to know when to trust her gut and when to rely on outside experts. On this episode, she shares the showhouse experience that pushed her creative boundaries, how a fractional CFO saved her firm’s finances and why she mainta
Ask Us Anything: Lauren Caron’s process-driven approach to far-away projects
In this episode, Seattle-based interior designer Lauren Caron answers a question from a designer who wants to expand her business beyond her home city without sacrificing her firm’s standards. Caron jumps in with advice on billing clients for travel time, how she maximizes site visits before the transition to remote work, and the value in an exhaustive scope of work document.
This episode was spon
How Audrey Scheck established her firm’s C-suite
Audrey Scheck’s 20-person firm is a well-oiled machine—complete with a carefully structured leadership team and a top-down approach that sets the tone for every employee. Elsewhere in the episode, she shares her growth mindset as she expanded her team, how a bandwidth tracker helps the firm determine whether it's time to take on new business, and the questions that help clients step outside their
Ask Us Anything: Zoë Feldman on how to measure an employee’s design skills
Washington, D.C.–based Zoë Feldman on how to hire for aesthetic alignment, the metrics she uses to measure an employee’s progress at the firm, and how a team member with their own style can sometimes save the firm from adopting a formulaic look.
This episode was sponsored by Four Hands.
LINKSZoë Feldman
Kaitlin PetersenBusiness of Home
How Hema Persad built ‘the smallest, most efficient’ team
Hema Persad’s experience as an A-list stylist taught her what the one percent is looking for in the design process—and helped her build a firm that’s structured to meet those needs, while also complementing her decisive approach to leadership. Elsewhere in the episode, she shares how managing a team shifted her perspective on business growth, why she’s been a fast adopter of AI tools, and what to
Ask Us Anything: Christine Vroom on how to pivot when your pipeline falls apart
Los Angeles–based Christine Vroom answers a question from a fellow designer with a question about a project pipeline gone wrong. Vroom jumps in with advice on the importance of taking inventory of the hypothetical situations that could impact a design business, why her firm implements a “restart fee” for clients who need to push pause, and how to mentally prepare for the ebb and flow characteristi
Why Hanna Li’s design proposals include a sustainability fee
Hanna Li has created an infrastructure and recruited a team that allows her to thrive as creative director of her firm. From that vantage point, the Los Angeles–based designer is able to think big about topics like sustainability and longevity, and examine what it takes to embed them into the fabric of each project. Elsewhere in the episode, she shares how she’s measuring the carbon footprint of e
Ask Us Anything: Melissa Oholendt’s go-to interview questions for new hires
Melissa Oholendt of Minnesota- and Colorado-based firm Oho Interiors answers a question from a designer who is currently interviewing candidates for her firm’s first full-time position. Oholendt jumps in with advice on how to reveal a candidate’s true ambitions, evaluating skillset through a key question and knowing when to call for backup.
LINKSOho Interiors
Kaitlin PetersenBusiness of HomeThis
Kobel & Co.’s radical take on the client questionnaire
Elizabeth Bennett and Mallory Robins found their better business half in each other—one favoring function, and the other taking the lead on form. In this episode, they share why they no longer use a client questionnaire, how they maintain a single brand voice at every touchpoint, and why a willingness to go all-in is their new criteria for incoming projects.
LINKSJess EbertKaitlin PetersenBusines
Ask Us Anything: Alison Giese on how to streamline your design presentation
San Antonio, Texas–based designer Alison Giese answers a question from a designer who is interested in tweaking her presentation approach to inspire trust and cultivate hands-off clients. Giese jumps in with advice on the value of providing clients with curated choices, how to hone powers of observation during the intake process and why whole-home presentations help convey continuity—and give desi
Jess Ebert on why delegation is the key to longevity
Jess Ebert received a flood of new clients a few years back—and soon realized that the abundance of work was doing the business more harm than good. As she pared down the pipeline, she brought the firm closer to its ideal clientele—and started to clear the path for her own transition within her firm’s workflow. In this episode, she also shares how she communicates her entire team’s value to client
Ask Us Anything: Chloe Redmond Warner on establishing processes that fit your firm
Oakland, California–based designer Chloe Redmond Warner joins the show to answer a question from a designer who is wondering if stronger systems could lend her firm a greater sense of professionalism. Redmond Warner offers advice on why an unstructured design process might miss out on the value-engineering phase, how to find the sweet spot between client responsiveness and total control, and why i
Melissa Oholendt on how to become the creative director of your design firm
Melissa Oholendt has guided her firm through some major changes in recent years, including opening a second office halfway across the country and the introduction of a new business partner. She explains how every step she’s taken is a building block toward a bigger vision. In this episode, she shares the business partner who helped her firm set its sights higher, the strategy behind identifying an
Ask Us Anything: Alex Kaehler on strategic growth
Chiacgo-based designer Alex Kaehler joins the show to answer a question from a designer who has stayed busy as a team of one, but wonders what growth might look like for her small firm. Kaehler offers advice on how to grow your firm without increasing your workload, using social media as a lower-lift lead generator and why size doesn’t always equate to success.
LINKSAlex Kaehler
Kaitlin PetersenB
A surprising path to partnership for Bergman Vass
Dana Bergman Falcione and Erica Vassalotti had a surprising path to partnership. In this episode, they explain how they’ve come together—and how their workflow allows each of them to tackle their own domain within the design work while conveying a shared vision to clients. Elsewhere, they share what it takes to delegate decision-making, how they’ve divided their roles as co-leaders of the firm, an
Ask Us Anything: Dan Mazzarini on how to get client approval for antiques
Dan Mazzarini, the founder of New York–based interiors firm Mazzarini & Co., joins the show to answer a question from a designer who wants to start sourcing antique and vintage pieces, but needs guidance navigating the purchasing process. Mazzarini offers advice on how to buy time with vendors while seeking client approval, what it takes to highlight an item’s top selling points, and why putting e
Yates Desygn on the course correction that saved their team
Bryan and Mike Yates discovered that at the height of their firm’s success, their team’s morale was at its lowest. In this episode, they explain how that realization prompted an internal overhaul, setting in motion a structure that amplifies each employee’s strengths. Elsewhere, they share the low-overhead approach that got their business off the ground, the business consultant that inspired them
Ask Us Anything: DuVäl Reynolds on finding new clients in a slowdown
DuVäl Reynolds, the founder of East Coast interior design firm DuVäl Design, joins the show to answer a question from a designer whose steady stream of clients has slowed down dramatically in recent months. Reynolds offers advice on how to spot early indicators for a slowdown in new business, adjusting your messaging to attract ideal clients, and the value of diversifying your firm’s offerings dur
How Evan Millárd used showhouses to launch his design career
Evan Millard’s strategic approach to showhouses catapulted his firm to early success. In the years since, he’s flourished as a solo designer, pursuing new business opportunities and entering what he calls the “adult stage” of his firm’s aesthetic evolution. In this episode, he also shares how being a solo designer offers him room to grow in new directions and the value in being transparent with cl
Ask Us Anything: Victoria Sass on how to get published [Rebroadcast]
Victoria Sass joins the show to answer a question from a fellow designer who is hoping to land her young firm’s first magazine feature. She has a project she’s excited to share with the world—but finding press placement has been a challenge. The Minneapolis-based designer jumps in with advice on different approaches to working with a public relations agency, how digital placement can actually yiel
Why Zoe Feldman doesn't believe in complete transparency [Rebroadcast]
Zoe Feldman got some surprising advice just as she was starting to feel settled in her business: While she thought she couldn’t afford to hire more employees, she was told that if she wanted to keep delivering a high level of service, she couldn’t afford not to. On this episode of the podcast, she shares why she’s introduced a scaled-down option to her design offerings for clients who just want go
Ask Us Anything: Kevin Isbell on what to do when an order goes wrong [Rebroadcast]
Kevin Isbell joins the show to answer a question from a fellow designer who reached out with the story of an order gone awry, and is now looking for advice on what it takes to make things right for clients while also holding vendors accountable. The Los Angeles–based designer jumps in with advice on vetting vendors, navigating expensive mistakes, and ensuring that the client’s experience comes fir
Alvin Wayne on making social media the bedrock of his business [Rebroadcast]
Alvin Wayne spent years juggling a double career in luxury retail and interior design. But when the pandemic happened, he was hit with a realization: it was finally time to wholeheartedly pursue his passion for interiors. Now, he’s committed to crafting a firm that serves him best—between his penchant for shopping retail, his streamlined client vetting process and his growing social media presence
Ask Us Anything: Erin Gates on clients who disrupt the design process
Erin Gates joins the show to answer a question from a designer trying to establish boundaries with clients who requested revisions too late in the design process. Gates offers advice on the importance of documenting client communication to keep all parties accountable, the value of setting expectations early and how charging hourly can protect a firm in cases of revision.LINKSErin GatesKaitlin Pet
Richard Anuszkiewicz on launching a new creative studio
Richard Anuszkiewicz has been a rising star in the kitchen and bath industry since his design school days. He spent the better part of his career working within other design businesses—now, he’s starting a new era at the helm of his own. In this episode, he shares how he is developing professional extracurriculars outside of design, why he wants to be a chameleon for each client’s style, and why h
Ask Us Anything: Ashley Hughes on how to level up your clientele
Ashley Hughes joins the show to answer a question from a designer who is looking to reach the next level of clientele. Hughes, whose firm is based in Dallas, offers advice on the importance of auditing your existing clientele, how to create a rendering that reflects the client you want to attract, and finding the vendors that align with your ideal demographic.LINKSAshley HughesKaitlin PetersenBusi
Lilse McKenna on building client confidence
Lilse McKenna honed her craft under some of New York’s top design talents before striking out on her own. She learned from the best when it comes to systems and processes, but as the leader of her own firm, she’s also left room for her own creativity to run wild. On this episode, she shares how she honed her firm’s aesthetic and what it takes to find clients who are looking for her creative voice.
Ask Us Anything: Live with Heather Fujikawa, Jean Stoffer and Grace Start
Designers Heather Fujikawa, Jean Stoffer and Grace Start joined host Kaitlin Petersen for a live episode of the show—recorded at the Four Hands showroom in Austin—to hear anonymous designer questions on topics like post-pandemic recruiting tactics, discussing price changes with clients in the era of tariffs, and expanding a firm’s client base to include out-of-state projects. The trio jumped in wi
Why Ariel Okin believes all clients deserve ‘unfailing optimism’
Ariel Okin’s early look at the industry inspired her to structure her business with a clear separation of the creative and operations teams. She also built a media empire, complete with a digital platform, a podcast and in-person events for design enthusiasts. On this episode, she shares how she stays open to new ideas, what it means to be a leader, a new experiment with delegating, and how writin
Ask Us Anything: Jenna Chused on rising prices in the tariff era
Jenna Chused joins the show to answer a question from a designer who is looking for help when it comes to communicating with clients about tariffs. Chused, whose firm is based in Brooklyn, jumps in with advice on why she’s shifted her sourcing approach to shield her business from price volatility, how tariffs show up on her firm’s invoices and how early budget discussions prevent sticker shock fur
How Dan Mazzarini built a firm that benefits from a diverse project mix
Dan Mazzarini kicked off his career working in retail design before stepping into residential and hospitality work. Today, clients hire his firm for all three—leading to a diverse project mix that keeps his team freshly inspired. On this episode, he shares how he used his firm’s recent rebranding as a team-building opportunity, the one question he uses to kick off every project and how he’s talkin
Ask Us Anything: Anissa Zajac on getting out-of-state jobs right
Anissa Zajac joins the show to answer a question from a designer who is looking to scale her business by expanding into new markets. Zajac, whose firm is based in Indianapolis, jumps in with advice on the importance of setting clear expectations with clients from the outset, establishing in-person touchpoints at key moments in the design process, and the remote project management tools that keep a
Heather Fujikawa on always putting the business first
Heather Fujikawa quickly realized that she wanted her firm to be about more than herself, and built up a team early on so that her budding design business could grow exponentially. The secret, she says, is a work environment specifically designed for each employee to thrive.LINKSHouse SprucingKaitlin PetersenBusiness of HomeThis episode was sponsored by Joon Loloi and Serena & Lily.
Ask Us Anything: Noz Nozawa on how to find the best talent
Noz Nozawa joins the show to answer a question from a designer who’s finding it difficult to expand her team. Nozawa, whose firm is based in San Francisco, jumps in with advice on the value of investing in a professional recruiter to find top talent, how to gauge a candidate’s design passion in the interview process and why it’s essential as principal to set the firm’s standards for boundaries and
For Jean Stoffer and Grace Start, starting slow is the key to growing big ideas
Jean Stoffer and Grace Start’s multigenerational firm always has an eye towards the future. They’ve paved a path to growth by launching new ventures—including a cabinetry business, a home store and a Magnolia network show—all while making sure to protect the creativity that got them here in the first place.LINKSStoffer HomeKaitlin PetersenBusiness of HomeThis episode was sponsored by Joon Loloi an
Ask Us Anything: Georgia Zikas on staying nimble amid a business slowdown
Georgia Zikas joins the show to answer a question from a fellow designer whose firm is experiencing a slowdown in new business. Zikas, whose firm has offices in Boston and West Hartford, Connecticut, jumps in with advice on why slower periods provide an opportunity to fine-tune processes, tips for curating a network that produces potential clients and the importance of conducting regular assessmen
Lindsay Anyon Brier on building space for joy into her firm
Lindsay Anyon Brier’s business spans a full-service firm and a home boutique with outposts in San Francisco and Dallas. As she explains, she couldn’t do it without her team—a group guided by a shared set of core values that shape everything from strategic planning to the way they reply to client emails.LINKSLindsay Anyon BrierKaitlin PetersenBusiness of HomeThis episode was sponsored by Regina And
Ask Us Anything: Dwayne Bergmann on how to purchase another designer's firm
Dwayne Bergmann joins the show to answer a question from a fellow designer who recently received an offer from the principal of her firm to purchase the business. Naples, Florida–based Bergmann jumps in with advice on how to assess the financial health of a firm that’s on the market, a breakdown of the two most common types of business acquisitions and how a simple pros and cons list can help iden
How Luis Fernandez structured his firm to foster creativity
Luis Fernandez’s boundless creative energy led him to a career in architecture, fashion, and ultimately, interiors. Now, he’s intent on pushing the limits of his craft with new challenges, like designing in the metaverse and some special side projects that have no client attached to them. Along the way, he is establishing airtight systems to guide his firm’s output even as his inspiration runs wil
Ask Us Anything: Michael Hilal on how good photography drives growth
Michael Hilal joins the show to answer a question from a fellow designer about how to prioritize project photography after missing out on the opportunity to shoot a great job. San Francisco–based Hilal explains how he knows when it’s time to photograph a project, why he no longer feels the pressure to photograph everything he designs, and how to strategically leverage a firm’s best work to further
Anne McDonald’s roadmap to investing in yourself
Anne McDonald made a big push a few years back to take her firm to the next level—toward bigger projects, more robust budgets, and new opportunities. The process required not only refining her team, but also learning to trust her own abilities. On this episode of the podcast, the Minneapolis, Minnesota–based designer shares why bringing on a CFO has helped her look toward the future, how she is na
Ask Us Anything: Jean Liu on the best way to use credit cards for purchasing
Jean Liu joins the show to answer a question from a designer who is wondering whether or not to pass along vendor processing fees to clients. The Dallas–based designer jumps in with advice on communicating additional fees to clients in a pre-invoice estimate, the value of using credit cards as a form of consumer protection and preparing for tariff-related fees.LINKSJean LiuKaitlin PetersenBusiness
How acquiring another design firm helped Dwayne Bergmann get back in touch with his creativity
Dwayne Bergmann’s multifaceted approach to business growth has included everything from repping cabinet lines and cofounding a slab importing company to acquiring another Florida designer’s firm. He shares how, despite his passion for expansion, he now finds himself more in the weeds than ever when it comes to creative work.LINKSDwayne BergmannKaitlin PetersenBusiness of HomeThis episode was spons
Ask Us Anything: Brian Paquette on warehouse insurance that works for designers
Brian Paquette joins the show to answer a question from a fellow designer who wanted to know the best way to protect items in storage for her clients. The Seattle-based designer jumps in with advice on vetting storage partners, how warehouse insurance can result in profitability for both parties, and why the design business is 95 percent execution and logistics. This episode was sponsored by Four
How Michelle Gage built the team that helped her escape burnout
Michelle Gage found herself fast-approaching the point of burnout several years ago. In response, she threw herself into the process of remaking her business—overhauling back-end systems and making high-level hires in order to rekindle the sense of enjoyment that drew her to design in the first place. Elsewhere in this episode, she also shares the book that transformed her approach to leadership,
Ask Us Anything: Bria Hammel on why full-service firms should always take credit cards
Bria Hammel joins the show to answer a question from a fellow designer in need of advice as she embarks on an overhaul of her payment processes, especially amid a recent shift to charging flat fees. Minnestoa–based Hammel jumps in with tips on aligning payments with various phases of the design process, why every firm’s first hire should be an accounting position, and the go-to management software
Considering a sabbatical? Chloe Redmond Warner did it—and shares how you can, too [Rebroadcast]
Chloe Redmond Warner realized several years ago that she had reached a breaking point. To get back to herself, she took a four-month sabbatical, with the hopes of returning to her firm as a better designer, and a better leader, too. The result wasn’t exactly what she was expecting, but it gave her the clarity she needed to change the way she worked.LINKSChloe Redmond WarnerKaitlin PetersenBusiness
Ask Us Anything: Live with Arianne Bellizaire and Cortney Bishop at High Point Market
Designers Arianne Bellizaire and Cortney Bishop joined host Kaitlin Petersen for a live episode of the show—recorded during Spring High Point Market—to dish out advice on topics including when to start talking about design costs with prospective clients, what it takes to scale the receiving arm of your business and how to deal with an unreliable contractor. At the end, the designers fielded live
The pandemic almost shut down Meg Lonergan’s business—here’s how she revived it [Rebroadcast]
When Meg Lonergan embarked on her design career, it seemed that her biggest hurdle was demonstrating to the rest of the design industry that despite her nontraditional education and early career experiences, she was just as talented and qualified as any other successful firm owner. Then, a near-total firm meltdown during the pandemic led her to a stunning realization: The biggest obstacle standing
Ask Us Anything: Meagan Camp on helping clients come to terms with storage fees
Meagan Camp joins the show to answer a question from a fellow designer in need of advice on streamlining her procurement process as she takes on a larger project load. The New York designer jumps in with tips on building storage costs into client budgets from the beginning, her vetting process for new receivers and the organizational system that ensures every item gets to the right place.This epis
How Alex Kaehler stepped away from her firm to gain a new vision for its future
Alex Kaehler found herself with a rush of new work an opportunity to really scale her business during the pandemic boom—but soon realized that the way the firm was growing didn’t leave her feeling fulfilled. Stressed and stretched thin, she decided to push pause on her business—even if that meant winding down active projects and handing them off to other firms. In the quiet that followed, she was
Ask Us Anything: Amy Storm on navigating complex contractor relationships
Amy Storm joins the show to answer a question from a fellow designer in need of advice on working with a contractor who is consistently missing the mark. The Glen Ellyn, Illinois designer jumps in with advice on when to be transparent with clients about jobsite issues, how frequently communicating updates can protect your firm, and red flags that indicate whether or not it’s worth walking away fro
How better boundaries helped Adam Hunter fall back in love with his business
Adam Hunter’s first career on Broadway gave way to a second act in design, where he’s tapping into his talent for selling a vision. With candor, he shines a bright light on the real costs of design at a certain echelon of the industry. He also explains how a shift toward cultivating deeper relationships helped him find the right size for his firm, why landing celebrity clients isn’t always all it’
Ask Us Anything: Emilie Munroe on why you should never charge a consultation fee
Emilie Munroe joins the show to answer a question from a fellow designer who is wondering how to approach the client vetting process, and wants to know if she should be charging for a consultation before the client signs onto a project. The San Francisco–based designer jumps in with advice on why vetting is a two-way interview, how charging for consultations can cloud your firm’s end goal, and wha
How eliminating a markup has fueled Bella Mancini’s creativity
Bella Mancini’s firm was flying high for nearly two decades when the pandemic hit, shattering her project pipeline. With a bit of outside help, she embarked on an overhaul of her systems, ultimately building back a business that’s prepared for whatever comes next. On this episode of Trade Tales, she explains how she overhauled her firm’s processes with the help of a business coach, why it’s crucia
Ask Us Anything: Kevin Isbell on what to do when an order goes wrong
Kevin Isbell joins the show to answer a question from a fellow designer who reached out with the story of an order gone awry, and is now looking for advice on what it takes to make things right for clients while also holding vendors accountable. The Los Angeles–based designer jumps in with advice on vetting vendors, navigating expensive mistakes, and ensuring that the client’s experience comes fir
How Studio DB took their firm out of its startup phase
Britt and Damian Zunino are a husband-and-wife duo whose creative partnership was a perfect match—bringing together expertise in architecture and design to create spaces where each discipline informs the other. But as the years went on, they realized they couldn’t do it alone—it would take a carefully curated team to produce the kind of results they had always dreamed of.This episode was sponsored
Ask Us Anything: Victoria Sass on how to get published
Victoria Sass joins the show to answer a question from a fellow designer who is hoping to land her young firm’s first magazine feature. She has a project she’s excited to share with the world—but finding press placement has been a challenge. The Minneapolis-based designer jumps in with advice on different approaches to working with a public relations agency, how digital placement can actually yiel
Why Beth Dotolo and Carolina Gentry get real about the design process on social media
Pulp Studios was born when Beth Dotolo and Carolina Gentry bonded over similar aesthetics—despite their very different working styles. On this episode of Trade Tales, they explain what it takes to operate a firm with employees and offices across the country, and how they’ve leveled up their approach to team development over the years.This episode was sponsored by Surya and The Shade Store.LINKSPul
Ask Us Anything: Dane Austin on taking design presentations to the next level
Boston designer Dane Austin joins the show to answer a question from a fellow designer who knows the basics when it comes to presenting design ideas, and is now looking for advice on how to take her strategy a step further, ultimately selling her vision—and commitment—to her clients. Austin offers advice on bringing a theatrical edge to big-picture design planning, a strategy for physically packag
How making a handbook for her firm helped Isabel Ladd fall back in love with design
Isabel Ladd’s lifelong penchant for pattern and color set the stage for a maximalist approach to life and design. But after several busy years, she realized that she was falling out of love with her business—she explains how focusing on her process helped her recapture the spark.This episode was sponsored by Surya and The Shade Store.LINKSIsabel Ladd Kaitlin PetersenBusiness of Home
Ask Us Anything: Clara Jung on building community as an introvert
San Francisco Bay Area designer Clara Jung joins the show to answer a question from a fellow designer who identifies as just that. She’s craving community, collaborators and deeper conversations, but often feels flummoxed in a room full of strangers. Jung offers advice on mentally preparing for large industry events, networking from a place of sincerity, and how introversion can be a superpower wh
How Arianne Bellizaire stopped chasing the industry’s standard of success
Earlier in her career, Arianne Bellizaire worked hard to build a large firm—only to realize that the pursuit of what she thought success was supposed to look like had taken the joy out of the work. Her biggest pivot point came when she let her old dream go, and started working on a new one: a nimbler team, fresh opportunities, and reclaiming her love of design.This episode was sponsored by Surya a
Ask Us Anything: Regan Baker on how to scale without putting client relationships at risk
San Francisco–based designer Regan Baker joins the show to answer a question from a fellow designer whose five-person firm is going through some growing pains. She’s already brought on a senior-level hire who can run their own jobs with some creative oversight. Now, she’s wondering how she can get some of the junior employees on her team ready for the same level of responsibility. Baker offers adv
How Jae Joo unlocked better creative control over her projects
Jae Joo’s work is all about taking a step outside of the status quo. But getting there isn’t a destination; it takes constant effort. On this episode, she explains why it’s essential to attract clients who are willing to take creative risks, and how maintaining control of the project’s design and build teams is an essential part of executing her vision.This episode was sponsored by Surya and Regin
Ask Us Anything: Courtney McLeod on developing systems to power your projects
On the inaugural episode of the Ask Us Anything podcast, New York designer Courtney McLeod answers an anonymous question from a fellow designer who’s been in business for herself for about a year. At this point, she knows what a successful project should look like—but without a clear process in place, she often finds herself searching her notes for the next step. McLeod offers a roadmap for establ
Caroline Gidiere on setting her rates for the clients she wants
Caroline Gidiere’s trajectory at the helm of her firm is a masterclass in growing with intention. She explains how she carefully deliberates over which projects to take, and on making sure her rates reflect the type of clients she aspires to work with.This episode was sponsored by Ethan Allen and The Shade Store. LINKSCaroline GidiereKaitlin PetersenBusiness of Home
Cortney Bishop on the monthly fee that keeps her firm in motion
Cortney Bishop’s entrepreneurial spirit has driven her to create a one-of-a-kind business, complete with an in-house receiving operation and a creative approach to experiential e-commerce. She explains how each venture has helped her level up not just her firm, but also her own creativity.This episode was sponsored by Ethan Allen and The Shade Store. LINKSCortney BishopKaitlin PetersenBusiness of
Jenna Chused on embracing risk in order to grow
Jenna Chused spent the first part of her career helping other entrepreneurs get their ideas off the ground, before finally taking a chance on herself. Now that she’s at the helm, she shares why she’s learning to embrace risk in order to achieve growth, and why she's never satisfied in her quest to perfect her presentations to clients.This episode was sponsored by Ethan Allen and The Shade Store. L
Michel Smith Boyd on why a flat fee lets him focus on creativity [Rebroadcast]
Modeling, acting, nursing and beauty school—Michel Smith Boyd tried it all before an encounter with an interior designer sealed his fate and sent him back to school to begin the journey toward the rest of his career. While still a design undergrad, he landed his first big gig—a one-night affair designing an extravagant party for a marketing executive. Though the event launched the young designer i
How Pure Salt’s cofounders turned a signature look into a successful brand [Rebroadcast]
Pure Salt designers Aly Morford and Leigh Lincoln were always on the same page when it came to interiors. In building out their portfolio and executing early designs, it was smooth sailing. When it came time to confront the bigger decisions necessary to building their business, they started to hit their first roadblocks—overcoming them would not only make their partnership stronger, but unlock new
Jenna Gross on the showhouse that helped solidify her brand
Jenna Gross entered the industry with a specific goal in mind: to offer a design approach centered on a full embrace of color. She shares how, after more than a decade of hard work, she’s entering a new phase as she readies her business to welcome an influx of clients who truly understand her brand.This episode was sponsored by Klafs. LINKSJenna GrossKaitlin PetersenBusiness of Home
Why Mandy Cheng won't delegate her firm's finances
Mandy Cheng launched her creative career in set production before discovering that transforming interiors was a perfect fit. The past few years have been pivotal for her firm, with industry accolades and high-profile clients that have brought growth, but also pushed her to explore what creative expansion will look like in the years ahead.This episode was sponsored by Klafs. LINKSMandy Cheng Kaitl
Hannah Oravec on bringing wellness into the design process
Hannah Oravec’s firm places a special focus on wellness. As she scales her business, she’s navigating how to protect her values while embracing growth—and embarking on the shift in leadership that comes with it.This episode was sponsored by Klafs. LINKSHannah OravecKaitlin PetersenBusiness of Home
Jean Liu’s trick for measuring client commitment
Jean Liu launched her own firm and proved to herself that she could find success outside of the family business. More than a decade on, she shares why she’s revisiting what it means to be a leader—and charting a path to growth in which bigger isn’t always better.This episode was sponsored by Klafs. LINKSJean LiuKaitlin PetersenBusiness of Home
Why Josh Greene’s favorite clients contribute creatively
Josh Greene took lessons from working for storied retail and residential design firms to launch his own ventures—first with a partner and then alone. He describes how going solo forced him to take a fresh look at his business’s financials—and how his forays into developing product lines have opened the door to a whole new world of creative opportunities.This episode was sponsored by Regina Andrew
Swati Goorha on the power of storytelling in design
Swati Goorha made a splash at the recent Kips Bay showhouse in New York for telling the story of her own growth through design. That approach was more than a one-off: It’s a strategy that underpins many aspects of her firm. She shares how she’s using storytelling for everything from project flow to getting clients on board with a design concept.This episode was sponsored by Regina Andrew and Room
Considering a sabbatical? Chloe Redmond Warner did it—and shares how you can, too
Chloe Redmond Warner realized several years ago that she had reached a breaking point. To get back to herself, she took a four-month sabbatical, with the hopes of returning to her firm as a better designer, and a better leader, too. The result wasn’t exactly what she was expecting, but it gave her the clarity she needed to change the way she worked.This episode was sponsored by Universal Furniture
Leann Conquer on why there is more than one way to build a budget
Leann Conquer is celebrating her firm’s tenth anniversary with some big wins and industry recognition—but also with a fresh perspective on how to evolve in the years to come. With operational excellence top of mind, she’s focused on refining the firm’s systems while protecting space for creative pursuits.This episode was sponsored by Universal Furniture and The Shade Store. LINKSLeann ConquerKaitl
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