Uplifting the Interior Design Industry

Recently, I’ve been thinking a lot about the future of interior design. I feel like so many companies are capitalizing on the industry (HGTV, Houzz, Laurel & Wolf, and the like) and the independent designers & vendors are suffering for it. These companies aren’t going away and designers aren’t doing a great job of differentiating themselves. We’re undervaluing ourselves, lowering rates, dealing with crappy clients, and giving away work to try to stay relevant.

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Creating Interior Design Business Policies

When you work for someone else and you are put into an existing system and culture. They’ve created their systems, policies, and procedures and as an employee you’re expected to conform. These policies set up the rules of conduct within an organization and expectations of both the employee and the employer. Working for someone else’s business likely means there is an employee handbook, policies surrounding job performance & duties, and procedures for job performance.

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Real Designer: Leslie Cutler

All this month I’m interviewing real-life designers about what it is like to run a design business.  As you’ll see these ladies have all different backgrounds and experiences, but one thing they all have in common is that they have taken my course, The Golden Blueprint.

About Leslie Cutler

Leslie has had many a creative careers and a life of travel. After growing up around art & antiques, she graduated with an Art History degree and went on to model for 15 years. After modeling she worked in event design and planning before ultimately settling into interior design. She has been working as Leslie B Cutler Interior Design off and on for 20+ years.

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Real Designer: Claire Parkinson

All this month I’m interviewing real-life designers about what it is like to run a design business.  As you’ll see these ladies have all different backgrounds and experiences, but one thing they all have in common is that they have taken my course, The Golden Blueprint.

About Claire Worth Parkinson

Claire grew up in Southern California and always loved interior design.  Like so many of us in interior design, she was constantly rearranging the furniture in her childhood home and even painted some kitchen cabinets while her mom was out of town! She graduated from UC Berkley and received an MFA in Interior Architecture and Design.  She's worked with several design firms in both residential and commercial design, including AirBNB's San Fran headquarters.  As the Elite + Celebrity Design Manager for Decorist, she had plenty of experience with e-design.  Claire lives in Los Angeles, has been running her own design firm, Design Worthy, for about a year. 

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Real Designer: Oksana Kreiman

All this month I’m interviewing real-life designers about what it is like to run a design business.  As you’ll see these ladies have all different backgrounds and experiences, but one thing they all have in common is that they have taken my course, The Golden Blueprint.

About Oksana Kreiman

A native of Russia, Oksana moved to the US as a teen.  After getting an associates degree in Interior Design, Oksana worked for another Denver design firm for 10 years before setting out on her own with Pure Design in 2013.

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Real Designer: Corrine Wilbur

About Corrine Wilbur

After earning a Bachelors & MBA in International Business and working in International Trade for 9 years, Corrine left her job managing a team in exports/imports and customs documentation.  She got a certificate from the Interior Design Institute and started Boo and Rook in July 2016.  In addition to her residential interiors work, she does interior and creative design work for a consulting and branding agency as well as designing cases and displays for a jewelry company,  styling several sets for a photoshoo for the same jewelry company, and she'll be styling a launching event coming up in the next several months.

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10 Steps to Launch Your Interior Design Business

Launching an interior design business is not for the faint of heart, some people want to get it up and running in a matter of weeks and others can spend years before they feel like they can hang their shingle.  I see designers get stuck in the process needlessly because they become paralyzed with decision-making.  Keep this in mind - you can always change it later.   I tried to give the steps in order that I would go if I was starting from scratch, but the thing is many of these steps can and should be done simultaneously.  You can't build a great brand without first knowing who you want to sell to and vice versa.  But that's what I mean about changing it later, you can always go back and refine what you've got. 

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Designers Around the World: Ogochukwu Agu- Nigeria

I'm interviewing real-life designers about what it is like to run a design business in countries all over the world.  As you'll see these designers have all different backgrounds and experiences, but I think you'll be surprised how similar we all are too.  

About Ogochukwu Agu

What started as a bespoke bed and bath company has morphed into a full-scale interior design for Ogochukwu Agu in Lagos, Nigeria, every piece of furniture and bedding in her project photos below is made locally by her company.  She is a trained pharmacist and currently working on a Masters in International Management in addition to her rebranding her bedding and interior design business.  

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Designers Around the World: Jamie Daley - Paris

I'm interviewing real-life designers about what it is like to run a design business in countries all over the world.  As you'll see these designers have all different backgrounds and experiences, but I think you'll be surprised how similar we all are too.  

About Jamie Daley

A native of New Jersey, Jamie Daley has a post-graduate degree from Parsons School of Design.  She maintains an office in New York, however, she lives full-time in Paris, France.  She has 10+ years in luxury residential design and has had her own firm for over 4 years.  

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Designers Around the World: Ana Asturias - Guatemala

I'm interviewing real-life designers about what it is like to run a design business in countries all over the world.  As you'll see these designers have all different backgrounds and experiences, but I think you'll be surprised how similar we all are too.  

About Ana Asturias

Despite being a trained dancer with a BS in Biology, 8 years ago Ana opened Lo Studio in Guatemala City, Guatemala.  She is also a graduate of The Golden Blueprint, my business training program for interior designers.  Typical projects for Lo Studio are high-end residential and office spaces for single men.  

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Designers Around the World: Estudio Idear - Argentina

I'm interviewing real-life designers about what it is like to run a design business in countries all over the world.  As you'll see these designers have all different backgrounds and experiences, but I think you'll be surprised how similar we all are too.  

About Estudio Idear

Ana Sol Campastro, Maria Eugenia Figueroa, and Paula Rojo Alurralde started Estudio Idear 5 years ago after they all graduated with architecture degrees from UCASAL University in Salta, Argentina.  

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Designers Around the World: Anna Kovalchenko - Spain

I'm interviewing real-life designers about what it is like to run a design business in countries all over the world.  As you'll see these designers have all different backgrounds and experiences, but I think you'll be surprised how similar we all are too.  

About Anna Kovalchenko

Anna Kovalchenko moved from her home in Moscow, Russia to Marbella, Spain six months ago.

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Are you running an interior design business or hobby?

One of the most important things you can do for yourself in starting an interior design business is to take ownership.  You are at the helm of the ship.  You are the captain.  You are the CEO.  You make things happen, things don't happen to you.  

Taking ownership means that if you decide to start an interior design business, you don't dabble.  You take it seriously.  (Even if you are running it part-time you can still run it like a business.)  Otherwise, you need to recognize that you have a hobby and it is a side project.  These are two very different things.  You shouldn't allow your business-hobby languish in a grey area of uncertainty.  

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Should You Start a Interior Design Blog?

Three Reasons to Start an Interior Design Blog 

1. SEO

You want more eyeballs on your website, this is how you do it.  SEO is Search Engine Optimization and the more content on your website, the more Google has to troll, and the higher it'll appear in search rankings.  IF you put the right keywords on your site - meaning your specialty, your location, your ideal clients, and what people are searching for in your area - literally what do they type into the Google search box.  

Want more info on SEO?  I'm hosting a webinar with Melissa of The Creative Potential on SEO for Interior Designers July 18th.  Click image at bottom to learn more.  

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Should You Charge for a Design Consultation?

How to handle that first meeting with a client is a source of contention with many designers.  How long?  When?  Where?  What information should you get?  How much information should you give?

Like running any business, there is not a single best answer.  Everyone does it a little different and you can too.  In my experience, it is best to get to know the client's needs before meeting with them in person.  I have a lengthy client questionnaire that potential clients are required to fill out before I have an in-person meeting with them.  Reading their answers gives me a better idea of what they are looking for and what they need.  At this point I can also let them know if I don't think I am the right designer for them - all without ever meeting them in person.  If we decide to proceed with an in-person meeting/ consultation…

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Project Minimums

I have seen this question come up a few times lately and you know what that means!  Time to write about it!

This question kind of baffles me, because, yes, you should have project minimums.  To me, this comes from an insecurity of putting limits on your work and a fear of turning work away.  You all know you should have a minimum budget for working with clients.  So right now I am giving you permission to implement project minimums.  

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How to be a Kick-ass (Interior Design) CEO

Take Ownership

You are in charge of your business.  You are at the top.  You must take ownership of your service, your business, your job, your employees, your subs, of every aspect of business.  "Every problem in the company was indeed my fault." says Horowitz, without this mindset you will be looking to others while they look to you because, "some employees make products, some make sales, the CEO makes decisions."  You are the decision maker.  If you can't take ownership of what you are building, don't start a design business, or as the author says, "If you don't like choosing between horrible & cataclysmic, don't become CEO."  

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101 Reasons to Hire an Interior Designer

There are hundreds of reasons to hire an interior designer.  Most of them come down to correct allocation of assets.  They can keep their eye on the big picture, help maximize your investment and minimize headaches.  They know who to call and how to avoid and resolve problems.  They're there to make your space beautiful and functional.  

There are designers out there for all types of projects and budgets.  There are designers who could help you with every single thing on this list and some that specialize in certain ones.  But hiring a designer is more than just finding pretty things and getting a discount on them.   

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Getting Testimonials from Interior Design Clients

Take a second to think about the last thing that you purchased - as small as a lipstick or as big as a car.  I'd bet that you checked out reviews online before you committed to your purchase.  We've come to trust the collective opinion of others - something called social proof to help us make decisions when we buy.  Getting testimonials from your interior design clients is important because it boosts this in your own business.  

Getting testimonials creates trust with potential clients and shows them the benefits of your service from a client perspective.  Likely they will feel reassured that if another client was happy that you've done good work and they will be happy as well.  Past performance says a lot about future performance.  

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