Hi everyone, and welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today I’m sitting down with Kylie K. Bass, founder of KKB Interiors.

Before launching her interior design studio, Kylie built her career in advertising, working inside an industry that’s deeply rooted in strategy, messaging, timelines, and performance. In today’s episode, we’re unpacking how those skills translated into the structure, pricing, and client experience of her design practice.

We talk about the surprising ways advertising thinking shows up in everything from proposals to project pacing, how designers can borrow proven frameworks from other industries without overcomplicating their business, and why clarity, not creativity, is often the thing that unlocks growth.

As always, we’ll also get into the nuts and bolts. Team structure, pricing models, and how Kylie thinks about running a studio that’s both creatively fulfilling and commercially sound.

Today on The Interior Collective, I’m sitting down with Erica Vassalotti and Dana Bergman Falcione, co-founders of Bergman Vass. Erica and Dana’s work sits at the intersection of interior design, product development, and brand building, and in this episode, we’re diving deep into what it really looks like to expand beyond services and into physical product.

We’ll be talking about the business realities of developing a furniture and rug line, from early concepting and manufacturing decisions to financial risk, pricing, and long-term brand strategy. Erica and Dana also share how growing a product arm has influenced the way they run their studio, how they think about visibility in a crowded market, and why investing in a new studio space was a non-optional move.

If you’ve ever considered launching a product line, scaling your brand beyond client work, or building a studio that supports where your business is going, not just where it’s been, this conversation is for you.

Today on The Interior Collective, I’m honored to be sitting down with Parris of Parris McKenna Design, a Toronto-based interior design firm that has experienced what I would call true star power acceleration. Not only is Parris the principal of one of House & Home’s 100 top designers, she’s a close, personal friend and dear advisor.

In just a few short years, Parris has grown her studio from a new business to a multi-office operation serving both Toronto and Muskoka, with a large and expanding team to support it. And what fascinates me most is not just the growth, but the infrastructure behind it.

We’re diving into her 0 to 60 trajectory. How she built momentum quickly, what operational decisions supported that scale, how she structured her team, and how YouTube became a serious marketing engine for her business.

If you are in a season of growth, or hoping to be, this episode is going to give you a real look at what scaling actually requires.

Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today I’m sitting down with Jess Weeth, founder of Weeth Home.

Jess has built a studio known not just for beautiful, thoughtful work, but for long-term client relationships that extend well beyond a single project. And that’s exactly what we’re unpacking today. Instead of focusing on one finished space, we’re talking about how designers can intentionally build their businesses to support repeat clients, multi-phase projects, and long-term trust.

In this episode, we’re diving into what it actually takes to move from one-off engagements to ongoing relationships. How you structure your services, how you communicate early on, and how your process either invites clients back or quietly pushes them away. We’ll talk about operational decisions, pricing confidence, boundaries, and the systems that make longevity possible, not just creatively, but sustainably from a business perspective.

Jess will also walk us through how Weeth Home is structured today, how her team operates, how they charge for their work, and what’s changed as the studio has matured. If you’re thinking about how to grow your business without constantly chasing new leads, this conversation is for you.

The most sustainable studios are not built on constant lead generation. They are built on trust, clarity, and relationships that extend beyond a single scope of work.

In this episode of The Interior Collective, Anastasia Casey sits down with Jess Weeth of Weeth Home to talk about designing for longevity. From structuring first projects with intention to building systems that support repeat clients, this conversation is about creating a business clients want to return to again and again.

Listen now on YouTube, Apple Podcasts, and Patreon.

Today on The Interior Collective, I’m joined by the Brownstone Boys, a Brooklyn-based design duo who have built a studio that lives at the intersection of historic preservation, modern renovation, media, and brand partnerships.

What makes their business especially interesting is not just the work itself, but the way they’ve expanded beyond traditional client services. From editorial features and product collaborations to a strong digital presence and storytelling-led brand, they’ve managed to grow visibility without diluting their design practice.

In this episode, we’re talking about what it actually looks like to turn attention into leverage. How they decide which opportunities to pursue, how they protect their studio operations while expanding into new lanes, and what interior designers should think about if they want to build a platform alongside a service-based business.

As always, we’ll also get into the practical side: team structure, pricing models, decision-making frameworks, and what’s next behind the scenes.

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Welcome to The Interior Collective! Today, we’re thrilled to sit down with Sarah Solis, founder and principal designer of Sarah Solis Design Studio. Sarah has made a name for herself in the design world by embracing a refined, minimalist approach that still feels incredibly warm and full of depth. As many interiors today are leaning towards bold colors and layered patterns, Sarah has perfected a nuanced style rooted in quiet layers. She combines her backgrounds in fine art, architecture, and fashion to create spaces that are thoughtfully curated and timeless.

In this episode, we’ll dive into Sarah’s unique design philosophy—what she calls “the subtle art of restraint”—and explore how she creates livable, elegant spaces that feel both layered and minimal. Sarah will walk us through her design process, from selecting textures and materials to achieving that delicate balance between simplicity and richness. We’ll also discuss the structure of her design studio, the talented team members who bring her vision to life, and how she approaches pricing her services. And finally, Sarah will give us an inside look at her latest venture, Galerie Solis, a curated collection of original furniture, textiles, antiques, and art that embodies her signature approach to design.

This is a conversation about intentionality, craftsmanship, and the art of storytelling through design—I encourage you to take note and begin the practice of refinement in design.

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Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today I’m thrilled to be joined by Sam Sacks—Ontario-based interior designer, former magazine editor, and consummate storyteller—whose work masterfully blends creativity, strategy, and historical context.

As the founder of Sam Sacks Design, Sam has carved out a niche working with highly analytical clients—think lawyers, doctors, and finance professionals—who don’t just want a beautiful home, they want to understand the why behind every decision. In this conversation, we’re diving into how Sam has built a design process and presentation style that speaks directly to the left-brained client. From using architectural history as a strategic storytelling tool to delivering visually refined yet logic-driven presentations, Sam shares how she earns trust, builds alignment, and avoids hours of costly back-and-forth.

You’ll hear how her time as a writer gave her the language to translate intuition into clarity, and how her detailed intake process filters for client compatibility from the very first conversation. We also unpack how she structures presentations to maintain creative control while still appealing to highly analytical thinkers—essentially, selling her design process like a business case.

Whether you’re refining your presentation style, working with more corporate clients, or just want to build a more efficient and aligned process—this episode is full of gems.

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Scaling a design firm isn’t just about taking on more projects—it’s about stepping into the role of CEO, redefining your creative direction, and building a business that can grow with you. Because the truth is, if you own your own studio, you are an entrepreneur, even if you first identify yourself as a designer.

On today’s episode of The Interior Collective, I’m joined by Hilary Matt, founder and principal of Hilary Matt Interiors, a New York–based residential design studio with projects spanning the country. Known for her fearless mix of post-modern edge and Scandinavian minimalism, Hilary creates layered, highly personal spaces rooted in comfort, function, and material depth. Her work has been featured in Architectural Digest, ELLE Decor, The New York Times, and House Beautiful, and she’s been recognized as a member of AD’s Designer Directory, House Beautiful’s Next Wave class, and Better Homes & Gardens’ Color Stars for 2024.

In this conversation, Hilary shares how her firm evolved from a one-woman show into a nationally recognized business—and the pivotal moment that caused her to reevaluate everything from team structure to brand identity. We’re unpacking the growing pains of leadership, the shifts in her creative voice, and the intentional ways she’s expanding her firm’s reach beyond traditional client services.

This is an honest, behind-the-scenes look at what it really means to grow as both a designer and an entrepreneur.

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Today on The Interior Collective, I’m joined by husband and wife team Rebekah Zaveloff and Nick Nichols, the founders of KitchenLab Interiors and Imparfait Design Studio. With a shared background in hospitality and a deep appreciation for art, culture, and design, their work is soulful, layered, and rooted in storytelling.

Rebekah’s foundation in fine arts and set design has shaped her process-driven approach, while Nick’s early career in the restaurant world—and later, in real estate and renovation—fueled their shared passion for creating spaces where people truly want to linger. Together, they launched KitchenLab Interiors more than 20 years ago before expanding into full-service interiors with Imparfait.

In this conversation, we’re diving into what it’s really taken to build and sustain two successful design studios, including their pivotal decision not to rebrand—and why that choice paid off in the long run. We’ll also explore how they’ve scaled through economic shifts, refined their client experience, and marketed their work for lasting growth.

If you’ve ever wondered how to evolve your business without losing your momentum, this episode is for you.

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Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today we’re picking up where we left off in our SEO series with Julia Bucchese—this time zeroing in on Pinterest, the visual search engine that’s become a traffic and lead-generation powerhouse for interior designers.

Pinterest isn’t just a mood-board tool—it’s a search engine where every pin and board can be optimized to rank, attract high-intent clients, and drive valuable backlinks to your site.

Julia is the founder of Julia Renee Consulting, where she helps creative businesses—many of them interior studios—use SEO and Pinterest strategies to boost visibility and bookings. Her blog post, “Pinterest Marketing Strategy for Interior Designers,” has become required reading for designers ready to up their pin game.

In this episode, Julia will walk us through everything from auditing your profile for SEO success and conducting Pinterest-specific keyword research, to crafting scroll-stopping pins, A/B testing formats, and even weaving in local keywords to capture your ideal market. Whether you’re just getting started or looking to refine your Pinterest workflow, you’re about to get a wealth of tactical, actionable advice to make Pinterest your most reliable marketing channel.

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Welcome to Season 7 of The Interior Collective. I’m your host, Anastasia Casey, and today I’m thrilled to welcome Kristin Harrison, founder of Georgia and Hunt Design House. Just one year ago, Kristin left her corporate career to launch Bungalow 10—and soon after rebranded Georgia + Hunt—and has since built a team of five and amassed 50,000 Instagram followers.

In this episode, we dive into her playbook: mapping her financial runway, the rebrand, and landing her first clients. We’ll explore why she hired a Creative Lead early on, how she structures fees and scopes projects for profitability, and the systems that keep operations running smoothly. Plus, we unpack her social media strategy—what content types and metrics fueled her growth and why slideshow-style Reels went viral. Finally, Kristin shares her biggest challenges, pivotal decisions, and top-secret projects on the horizon. Make sure to save this episode to come back for notes later.

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Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today’s episode takes us inside the walls—both literal and figurative—of what it really means to design with purpose, clarity, and care.

I’m joined by Harper Halprin and Aaron Leshtz, the husband-and-wife founders behind AAHA Studio. Based in Los Angeles, AAHA is known for their concierge-style approach to design, blending architecture, permitting, and full-service interiors into a seamless experience for their clients. Their studio is built on collaboration, curiosity, and a deep respect for the people they serve.

But recently, their work has taken on an entirely new dimension. After the devastating fires across California, several of AAHA’s projects—some newly completed—were destroyed. Overnight, their firm shifted focus to helping over a dozen families rebuild, navigating complex legislative hurdles and emotional recovery in equal measure. In this conversation, Harper and Aaron share how they’re guiding their clients through unimaginable loss—using design as a way to restore hope, dignity, and vision for what comes next.

We’ll also unpack what makes their studio’s integrated approach so effective, how they lead with elevated service and strong systems, and what interior designers can learn about working more cohesively with architects from the very beginning.

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Welcome back to The Interior Collective—I’m your host, Anastasia Casey. Today’s guest embodies what it means to learn at the highest levels before going out on your own. Coco Greenblum spent over a decade honing her craft at five different AD100 design firms—each with its own aesthetic, leadership style, and process. From her first role at Emily Summers Design in Dallas, through creative chapters in San Francisco with Geremia, The Wiseman Group, and Ken Fulk, to leading Jeremiah Brent’s West Coast studio, Coco was very intentional about where she learned, who she learned from, and why.

In just two and a half months, she’s launched STUDIO COCO GREENBLUM in Los Angeles—a full-service interior design studio built on the lessons she gathered, the mentors who shaped her, and the pitfalls she vowed to avoid. Today, we’ll unpack how she strategically chose each firm, balanced creative vision with operational rigor, and ultimately weighed the risks of leaving brand-name studios to build her own brand. We’ll dive into everything from team structure and pricing models to client onboarding rituals and mentorship philosophies—practical insights you can apply in your own practice.

Whether you’re dreaming of opening your own studio or aiming to level up in your current role, Coco’s story offers a masterclass in turning experience into entrepreneurship.

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Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today we’re diving into one of the most anticipated design events of the year — the Kips Bay Decorator Showhouse in Dallas — through the eyes of Austin-based interior designer Avery Cox.

Known for her bold use of color, artful storytelling, and a knack for creating interiors that feel both soulful and sophisticated, Avery is bringing her distinctive point of view to Kips Bay for the very first time. Born and raised in Dallas, this project marks a full-circle moment — merging her Texas roots with the refined, expressive aesthetic that’s made Avery Cox Design one of the most admired studios in the region.

In this episode, Avery shares what it’s really like behind the scenes of a showhouse — from brand partnerships and creative constraints to the business strategy behind saying yes to an opportunity of this scale. We’ll also talk about balancing artistry with logistics, building visibility, and crafting spaces that leave a lasting impression.

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Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today we’re exploring one of my very favorite corners of design that is often overlooked on this show—hospitality design. Joining me is Amanda Jacobs, founder and principal designer of Amanda Jacobs Design, a studio known for creating boutique hospitality spaces that are both deeply intentional and wildly memorable.

This episode is a powerful reminder that good design isn’t just about the way a space looks—it’s about the way it makes people feel. Amanda and her team approach every project with storytelling, sensory experience, and soul at the forefront, blending elevated aesthetics with true hospitality. Whether she’s designing a hotel lobby, a cafe, or a wellness retreat, her work invites people in and makes them feel cared for—something we could all use a little more of.

In this conversation, Amanda shares how she vets aligned clients, her exact process for crafting emotionally resonant spaces, and why she believes thoughtful design has the power to shape culture. If you’re ready to move beyond “looking cool” and design with more heart, more soul, and more staying power—this episode is for you.

Holy Grale Project

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Today on The Interior Collective, I’m joined by Cyrus Loloi, CMO + Principal of Loloi and Joon Loloi. What began as his father’s American dream — immigrating from Iran with almost nothing, and later building Loloi Rugs from the ground up — has become one of the most recognizable names in the home industry. Cyrus and his brother have carried that vision forward, scaling Loloi into a powerhouse brand while simultaneously launching Joon Loloi, a digitally native sister brand expanding into furniture, lighting, art, and more. In our conversation, we’re talking about the evolution of vendor–designer relationships, how brands like Loloi are adapting in today’s challenging marketplace, and what’s next for this family-run business that’s shaping the way designers source for their clients.

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Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today’s conversation is one that every interior designer needs to hear—especially if you’ve ever felt like you're running a successful business on the outside but struggling to make sense of the numbers behind the scenes.

I’m joined by Gabriela Eisenhart, founder of the award-winning Silo Studio Design based in Atlanta, Georgia. Known for her sophisticated, storytelling interiors that push boundaries while honoring comfort and function, Gabriela leads a growing team creating homes and boutique commercial spaces across the country. But beyond her incredible aesthetic, what really struck me about Gabriela is how seriously she takes the business of design—especially when it comes to profitability, cash flow, and keeping your head in the books as you scale.

In this episode, Gabriela opens up about the early mistakes that shaped her financial approach, the KPIs she watches like a hawk, and why staying personally connected to your bookkeeping is one of the most creative decisions you can make as a business owner. We’re talking pricing strategy, cash flow, profit margins, and how to build a team while staying lean, nimble, and profitable.

If you’re ready to trade burnout for sustainability, and guesswork for clarity—this conversation is your permission slip to get intimate with your numbers and build a business that truly supports your life.

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What happens when you combine high-level experiential design with concierge-level project oversight, architectural fluency, and a completely fixed-fee pricing model? You get a firm that’s quietly redefining what full-service interior design can look like—and that firm is Haldon House.

In today’s episode, I’m joined by Autumn Oser, co-founder and creative director of Haldon House, a Philadelphia-based studio delivering fully bespoke homes that reflect the lives, tastes, and aspirations of the people who live in them. Known for their soulful, client-led aesthetic and comprehensive approach, Haldon House serves as the single point of contact for their clients—overseeing not just interiors, but architecture, landscape, township approvals, and construction project management across the board.

With a background leading experiential design at Google, Autumn brings a fresh perspective to the design process—rendering entire homes before materials are ever sourced and building a visual language that guides every creative and logistical decision. And at the core of it all? A flat-fee, all-inclusive structure that prioritizes trust, transparency, and strategic execution at every turn.

In this conversation, Autumn shares the exact systems behind their fixed-fee model, how she defines scope across disciplines, and what it takes to run a truly client-first firm alongside her husband and business partner. Whether you’re looking to streamline your pricing, refine your client experience, or reimagine what’s possible in a design studio, this episode is a masterclass in doing things differently—with intention.

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Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today’s guests are two women whose work I’ve admired for years. I’m joined by Lucia Bartholomew and Cayley Lambur, the co-founders and design principals of Electric Bowery.

Based in Venice, California, Electric Bowery is a design studio that has carved out a distinct niche at the intersection of residential and hospitality design. With a philosophy rooted in wellness, inclusivity, and creating spaces for “a life well-lived,” their work is as soulful as it is striking. What began with residential development projects has grown into a portfolio of hospitality destinations that celebrate landscape, site specificity, and collaboration at every level.

Lucia and Cayley’s story is also one of partnership—meeting at Gehry Partners, building a shared vision, and founding a female-led studio that thrives on openness and innovation. In this conversation, we’ll explore what it means to run a business together as women in a male-dominated industry, how they’ve grown their firm, and how their signature Electric Bowery aesthetic translates seamlessly between private homes and public spaces.

If you’ve ever been curious about partnership, hospitality, or the design philosophies shaping today’s most inspiring spaces, this is an episode you won’t want to miss.

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Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today’s guest is no stranger to the show—Brooke Stoll is back, and this time we’re going deep on one of the most powerful tools a designer can have in their business: SOPs. That’s right—standard operating procedures might not sound glamorous, but they’re the key to building a design firm that runs smoothly, scales intentionally, and actually gives you your time back.

If you caught our episode with Brooke and Renee from Tandem earlier this season, you already know that Brooke is a systems genius with nearly a decade of experience helping interior designers streamline their operations and scale without the chaos. Today, she’s walking us through exactly what an SOP is, how it can reduce mistakes, increase profitability, and create consistency both for your team and your clients.

Whether you're just starting to document your processes or you’ve got a whole Google Drive full of half-finished systems, Brooke shares where to begin and how to approach SOPs in a way that actually supports creativity instead of stifling it. Plus, we’re sharing a behind-the-scenes look at our collaborative product, the Interior Design Process Outline, and how it’s designed to help you build your SOP library one phase at a time.

This episode is brought to you in partnership with Loloi

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Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today’s guest is someone whose career I have admired for years — the incomparable Corey Damen Jenkins. As principal and CEO of Corey Damen Jenkins & Associates, Corey has built an internationally acclaimed design and architecture firm recognized for its fearless layering of color, pattern, and texture to create spaces that are nothing short of iconic.

From being named to the Architectural Digest AD100 and ELLE Décor A-List to launching bestselling coffee table books, globally recognized licensed collections, and a MasterClass viewed by millions, Corey has redefined what it means to build a design business with both creative vision and commercial success. His work spans residential and hospitality projects across the U.S. and beyond, yet his ethos is always the same — putting the client’s personality and lifestyle at the center of the story.

In our conversation, we’re diving into the moments of triumph and challenge behind the scenes, from scaling a team and developing product lines to building partnerships that feel authentic and lasting. Corey shares what it takes to stay creatively energized while leading a growing firm, why education and mentorship remain so central to his mission, and what we can expect from his highly anticipated second book, Design Reimagined, launching this fall.

This is a conversation about design, yes — but it’s also about legacy, resilience, and the courage to evolve.

What happens when a celebrated interior designer hits a wall—and chooses to rebuild everything from the ground up?

In today’s episode, I’m joined by Meg Lonergan, founder of Meg Lonergan Interiors, whose timeless, story-driven spaces have long stood out for their layered beauty and impeccable detail. But behind the scenes, like so many of us, Meg reached a breaking point in 2020. Burnout forced her to step back and completely rethink how she was running her business—what clients she said yes to, how her team was structured, and most importantly, how she could protect her creative energy for the long haul.

This conversation is a masterclass in business resilience. Meg walks us through exactly how she restructured her firm with process at the center—shifting from reactive to intentional, from hustle to harmony. We talk about aligning with the right clients, what it really costs to ignore red flags, and how investing in team culture can completely transform the quality of your work and your life.

If you’ve ever felt like your business was running you instead of the other way around, this episode is for you.

Today’s guest is not only a seasoned design entrepreneur, but also a dear friend and a familiar voice here on The Interior Collective. I’m so excited to welcome back Bria Hammel, the visionary behind Bria Hammel Interiors and Brooke & Lou.

If you’ve been with us since the early seasons, you might remember Bria’s first appearance in Season 2, Episode 2, where she shared her insights on pivoting through uncertainty with strength and strategy. That episode is still one of our most listened-to—and for good reason.

This time, Bria’s back to pull back the curtain on her most recent and ambitious move: opening a second interior design office in a completely different city. We’ll get into the why, how, and what now of growing her team across state lines, building systems that can scale, and leading with confidence from afar.

Whether you’re dreaming of expanding your business or simply curious what it actually takes to make a multi-city firm run smoothly, this episode is full of practical insights and candid reflections you won’t want to miss.

Welcome back to The Interior Collective. I’m your host, Anastasia Casey — and if you’ve ever felt like running the business side of your design studio is harder than the actual design work, you are not alone.

That’s why I’m so excited to be joined today by Mary Beth Chau, co-founder of Materio — the first end-to-end project delivery system designed specifically for interior design and build teams. Materio brings together visual-first project management and real-time financial clarity in one connected workflow — from concept to client presentation, procurement to install.

In this conversation, we’re digging into what makes Materio different from clunky legacy platforms, how it helps designers make smarter decisions faster, and what it looks like to finally have one beautiful, intuitive system that handles both the creative and the business side of your projects.

If you’ve been stuck between tools that feel overly corporate, overly complicated, or just… not built for you — this episode might just change the way you run your studio. That’s why I’m genuinely excited (and proud) to introduce you to Materio.

Welcome back to The Interior Collective, where we go behind the business of interior design with the most compelling voices in our industry. I’m your host, Anastasia Casey.

Today’s guest is a force of creative energy and intention—Jessica Schuster, the visionary behind Jessica Schuster Design, based right in the heart of SoHo, New York. Known for her fearless use of color, sculptural form, and soulful storytelling, Jessica has carved out a design identity that’s instantly recognizable, yet deeply personal.

In this conversation, we’re diving into the power of personal brand—how Jessica’s recent rebrand became an anchor point for growth, the strategy behind her website and visuals, and how boldness and clarity can translate into business success in one of the most competitive markets in the world.

We’re also pulling back the curtain on her design process—where inspiration begins, how she balances client identity with her own signature style, and why her work always begins with the story behind the space.

If you’ve ever felt like your design voice was “too much” or worried about breaking away from the status quo—this episode is for you.

Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today I’m joined by someone whose work has stopped me in my scroll more times than I can count—Keren Richter, the co-founder and creative director behind the New York-based design studio White Arrow.

Known for her background as a commercial illustrator and painter, Keren brings a singular perspective to interiors—one that’s rooted in narrative, color theory, and the emotional composition of a space. In a design world where maximalist color trends are everywhere, Keren’s work stands out for its methodical restraint. Her use of color feels both intentional and expressive—never overwhelming, always artful.

In this conversation, we unpack how Keren’s background in the fine arts informs everything from material selection to custom furniture design, how she thinks about color as a strategic tool, and why artwork plays such an essential role in her process. For all of you listening who want to bring more color into your designs—without going full colordrenching—this one is for you. 

Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today’s guest is someone I’ve admired for years—Lisa Staton of Lisa Staton Interior Design. Based in Seattle with deep roots in the East Coast, Lisa brings a timeless sensibility to every space she touches. But what makes this conversation so special is Lisa’s perspective after two decades of running her own design firm.

We’re digging into what it means to evolve as a designer—through economic highs and lows, through shifts in client expectations, and through the massive transformation of our industry from physical portfolios to the Instagram age. Lisa’s insight is both refreshingly grounded and incredibly relevant, especially as so many of us are recalibrating what this “new normal” looks like after the Covid boom.

We talk about staying creatively inspired in a world of algorithms, the art of sourcing outside the digital mainstream, and how to build a design career that actually lasts. Whether you’re just starting out or 15 years in, Lisa’s perspective is a masterclass in longevity and intentionality. Let’s get into it.

Hi everyone, and welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today we’re diving into a topic that’s been top of mind for so many designers lately: signature style.

I’m joined by Minneapolis-based interior designer Heather Peterson—principal of Heather Peterson Design and a self-proclaimed “mix master” known for her richly layered and genre-spanning interiors. As the design scene in Minneapolis continues to flourish and take on a distinct identity of its own—Heather has found herself asking: how do you stand out in a market that’s beginning to look a certain way?

In this conversation, Heather pulls back the curtain on the deeply personal process of defining her studio’s signature style. From creating a “Love List” of materials her team consistently gravitates toward—think cork, burl, patchwork, and marble—to wrestling with the vulnerability of saying, “this is what we like,” Heather shares what it means to lead with intuition in a world that rewards trend-following.

Whether you’re in the thick of a rebrand or just trying to define your design identity, this episode is a must-listen. Thanks for listening.

This bonus episode marks the beginning of something game-changing for interior designers.

Today, I’m joined by two of the most trusted experts in the business of design: Studio Growth Strategist Renee Bush of Tandem and Brooke Stoll, Operations and Profitability Strategist for interior designers. When we had tapped out all possible ideas for products at IDCO Studio, I called the best in the business to create something extraordinary. Together, we’ve developed a brand-new suite of tools created specifically for the way interior design studios operate—and scale.

Renee brings years of experience leading creative teams, including her time as Director of Design Operations at Studio McGee, and now consults studios across the country through her firm, Tandem. Brooke has spent nearly a decade inside high-performing firms, building systems that help designers grow their businesses intentionally—without sacrificing creative control or burning out.

This collaboration was built from the ground up to solve the real, day-to-day challenges designers face. Inside this new collection, you’ll find three powerful bundles: a Financial Toolkit that brings clarity to your numbers, a Project Pipeline System that helps you forecast and convert the right clients, and a comprehensive Process Outline that maps every step from inquiry to install.

In this episode, we’re breaking down what each tool does, how to implement it, and why it has the power to completely transform how you lead your business. These aren’t just spreadsheets—they’re decision-making systems. They’re clarity tools. And they’re here to help you scale your design firm with purpose, confidence, and a whole lot less stress.

Welcome back to The Interior Collective, I’m your host, Anastasia Casey — and today, I am so excited to be joined by one of the most influential voices in modern American design, Nina Freudenberger. As the founder of Freudenberger Design Studio, Nina has built a body of work that transcends trend cycles, coasts, and even design styles — yet every space she touches evokes the same feeling: grounded, effortless, and deeply personal.

You might know her from her bestselling design books like Surf Shack, Bibliostyle, and most recently Mountain House, or from her projects featured in Architectural Digest and Vogue. But what’s perhaps most fascinating about Nina’s journey is how she’s built a brand that evolves with her — from interiors, to publishing, and beyond — all while staying visually cohesive and emotionally resonant.

In this conversation, we’re pulling back the curtain on what it takes to grow a multidisciplinary design studio, how to build a signature style that still leaves room for reinvention, and how Nina’s expanded her business into new creative categories without losing sight of what matters most.

If you’re a designer looking to grow a timeless business that evolves with you, this is a conversation you don’t want to miss. Let’s dive in.

Welcome back to The Interior Collective, where we dig into the business of beautiful spaces. I’m your host, Anastasia Casey, and today’s episode is one I’m especially excited to share. We’re pulling back the curtain on a beloved Canadian-based brand in the design community—Moe’s Home Collection—and exploring what it really takes to evolve a 25-year-old, family-run company into a rising force in the wholesale furniture space.

Joining me are Co-CEOs and siblings, Sara and Moe Jr. Samieian, who have not only scaled Moe’s in impressive ways, but done so with interior designers at the center of their strategy. From streamlining shipping and inventory to launching designer-led product collaborations and educational events, they’ve reimagined what a wholesale partner can look like in 2025.

In this conversation, we talk about what designers are asking for right now, how feedback directly influences Moe’s product collections, and why building an authentic community is just as important as beautiful furniture. Whether you’re a solo designer or a studio with a full team, this episode offers a refreshing, behind-the-scenes look at a company that’s putting our industry first.

Let’s dive in.

Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today’s guest is someone I’ve admired for a very long time—interior designer and author Stephanie Sabbe. As the founder of Sabbe Interior Design and owner of Heirloom Artifacts in Nashville, Stephanie is known for her fresh yet deeply reverent approach to historic homes. In today’s episode, we’re unpacking the unique challenges and incredible opportunities that come with designing for history—how to honor a home’s past without sacrificing modern function, how to find the right trades for sensitive restoration work, and how to build time into the process for the kind of thoughtful, layered storytelling Stephanie is known for.

We’ll also be diving into her new book, Interiors of a Storyteller, a stunning design memoir that weaves together nine projects and the personal stories that shaped them. This conversation is equal parts business, beauty, and heart—and I can’t wait for you to hear it.

Thanks for listening - let’s get started.

Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today’s conversation feels especially close to my heart. After spending the last ten years building a business, scaling a team, and pouring everything into my work, I finally took the leap into motherhood — and now, I’m sitting here with a four-month-old at home, learning firsthand what it means to balance entrepreneurship with a brand new kind of responsibility.

That’s why I was so excited to sit down with interior designer Kim Lapin. Kim runs a thriving, highly intentional design business while also raising three kids under the age of four. Yes — three under four. But what’s even more impressive is the way she’s made conscious decisions to stay small, take on projects that feel deeply fulfilling, and outsource in all the right places — both professionally and personally — in order to create the life and business she truly wants.

In this episode, we talk about saying no to the pressure to scale, redefining success in motherhood, and letting go of the guilt that so many of us feel when we don’t do it all. Whether you’re in the thick of this same season, or just thinking about what sustainable success could look like for you, this conversation is full of insight, honesty, and so much grace.

Let’s dive in.

In the evolving landscape of luxury homebuilding, discerning clients are seeking more than just high-end finishes—they desire a seamless, intentional experience from concept to completion. Today, I'm honored to welcome the co-founders behind Simple Finesse—Sia, Interior Design Principal and Creative Director, and Roderick, Architectural Designer and Residential Building Contractor. Together, they lead a Minneapolis-based, full-service architecture, interior design, and build studio dedicated to crafting clean, timeless, and intentional designs for both residential and commercial spaces.​

Sia brings over 15 years of experience consulting Fortune 500 executives, infusing each project with a strategic, process-driven mindset that harmonizes creativity with business acumen. Her leadership ensures that every design seamlessly blends aesthetics, functionality, and personal expression. Roderick, with a rich background in high-end residential architecture and a passion for refined, thoughtful homes, believes that great design emerges from collaboration. His expertise in 3D modeling and architectural visualization ensures precision and efficiency, bringing projects to life with meticulous attention to detail.​

In this episode, we'll explore how Simple Finesse's integrated design-build approach is redefining luxury homebuilding, the motivations driving clients toward design-driven studios, and the significance of being a minority- and women-owned firm in an industry where diverse perspectives are still rare. Let’s go!

Subscribe now at patreon.com/theinteriorcollective

Interior Design Service Agreement at IDCO Studio

Welcome back to The Interior Collective Podcast—where we dive into the business of beautiful spaces. I’m your host, Anastasia Casey, and today’s conversation is one I know every designer needs to hear.

We’re joined by the incredibly talented Palmer Weiss—an interior designer whose signature style blends timeless sophistication with vibrant Southern charm. But beyond her eye for color and layered design, Palmer brings something rare to the table: a rock-solid business background. With experience in investment banking and retail merchandising, and an MBA from Kellogg, Palmer didn’t just fall into this industry—she built her design firm on the foundation of financial fluency.

In this episode, we talk about what it really takes to run a profitable design business. From creating airtight budgets, navigating scope creep, and maintaining profit margins without compromising creative vision, Palmer shares practical, specific strategies that every designer—at any level—can learn from.

If you’ve ever felt overwhelmed by pricing, billing, or managing money in this industry, this one’s for you. So grab your notebook—Palmer Weiss is about to drop some serious wisdom.

An operating system built specifically for design projects—from start to finish. That’s what Materio is.
From concept to handoff, client billing to procurement—it’s one connected workflow. Try it for free.
It’s intuitive. It’s fast. The Interior Collective listeners get 50% off their first month. Just head to getmaterio.com to claim the offer.

Subscribe now at patreon.com/theinteriorcollective

Design Assisted

Interior Design Service Agreement at IDCO Studio

Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today, we’re diving into the art of bringing a new construction project to life.

Our guest is Stephanie Mahaney, founder of Stephanie Rae Interiors, most-known for designing functional, custom residential projects and elevated commercial spaces. With a background at Kemble Interiors and a deep understanding of the building process from her collaboration with Keating Moore Construction, Stephanie brings a unique perspective on integrating design and construction seamlessly.

In this episode, we’ll cover:

• How to collaborate effectively with architects, builders, and contractors
• Project management strategies to keep designs on track
• The communication skills every designer needs to navigate challenges and ensure a smooth process
• Balancing aesthetics and function to create homes that are both beautiful and livable

For many designers, custom new construction projects are the dream project, and Stephanie is breaking down just how to ensure they run smoothly. Let’s get started—here’s my conversation with Stephanie Rae.

An operating system built specifically for design projects—from start to finish. That’s what Materio is.
From concept to handoff, client billing to procurement—it’s one connected workflow. Try it for free.
It’s intuitive. It’s fast. The Interior Collective listeners get 50% off their first month. Just head to getmaterio.com to claim the offer.

Subscribe now at patreon.com/theinteriorcollective

Interior Design Service Agreement at IDCO Studio

Welcome back to The Interior Collective Podcast, where we dive deep into the business of interior design. I’m your host, Anastasia Casey, and today, we’re exploring one of the most critical aspects of a successful design project: client touchpoints. From the initial consultation to the final styling, how do you structure your process to keep clients informed, engaged, and—most importantly—confident in your vision? 

To help us break it all down, I’m joined by the incredibly talented Susannah Holmberg. With over 13 years of experience, Susannah has built a design practice rooted in both fine art and interior design, crafting spaces that are highly customized, deeply intentional, and timelessly beautiful. Her work has been featured in Architectural Digest, Elle Decor, Domino, and more, and today, she’s here to share her insights on sequencing a design into clear phases—what those client touchpoints should look like, and what to cover in each.

After 10 years of running my own creative studio, client touchpoints continue to be something we work on refining, implementing, and increasing in order to improve our client experience. If you’ve ever struggled with keeping interior design clients aligned, setting expectations, or simply creating a seamless design process, this episode is for you. Let’s get started.

An operating system built specifically for design projects—from start to finish. That’s what Materio is.
From concept to handoff, client billing to procurement—it’s one connected workflow. Try it for free.
It’s intuitive. It’s fast. The Interior Collective listeners get 50% off their first month. Just head to getmaterio.com to claim the offer.

Subscribe now at patreon.com/theinteriorcollective

Pricing Models for Interior Designers with Lindsey Borchard

Mastering the art of working with trade vendors is one of the biggest challenges interior designers face. From wholesale vendors to custom furniture workrooms, strong vendor relationships are key to a seamless design process. But how do you find the right vendors, create lasting partnerships, and ensure every project runs smoothly while maximizing profitability?

Today, we’re joined by Melissa Oholendt, founder of Oho Interiors, whose path to design was anything but traditional. After beginning her interior design studies in 2001, Melissa spent over 15 years in the fast-paced world of distressed debt hedge funds before launching a decade-long career in photography. In 2019, she returned to her first love—interior design—building a business that has since been featured in The Wall Street Journal, Architectural Digest, Domino, Homes & Gardens, and more. In 2024, she launched a shop with luxury retailer Perigold, was named a Top 40 Expert on The Expert, and took the stage as a keynote speaker at The Haven Workshop.

Melissa brings a wealth of experience in managing high-level vendor relationships, and today, she’s sharing her best strategies for sourcing, organizing, and collaborating with trade partners. Whether you're looking to refine your process, build stronger industry connections, or avoid costly vendor mistakes, this episode is packed with insights you won’t want to miss. Let’s dive in!

An operating system built specifically for design projects—from start to finish. That’s what Materio is.
From concept to handoff, client billing to procurement—it’s one connected workflow. Try it for free.
It’s intuitive. It’s fast. The Interior Collective listeners get 50% off their first month. Just head to getmaterio.com to claim the offer.

Mastering the art of working with trade vendors is one of the biggest challenges interior designers face. From wholesale vendors to custom furniture workrooms, strong vendor relationships are key to a seamless design process. But how do you find the right vendors, create lasting partnerships, and ensure every project runs smoothly while maximizing profitability?

Join the Serena & Lily trade program for exclusive perks, best pricing, custom sizing, and white-glove delivery at serenaandlily.com/interiorcollective.

Subscribe now at patreon.com/theinteriorcollective 

IDCO Studio Spec Book

Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today, we’re sitting down again with one of the most respected names in the industry—Heidi Caillier. An AD100 designer, Heidi has built a career on reinventing tradition, crafting interiors that feel intimate, layered, and deeply personal. Known for her confident use of pattern, color, and nostalgic elements, she designs spaces that stand the test of time, valuing heirlooms, antiques, and handcrafted details over fleeting trends.

But beyond her signature aesthetic, Heidi has also simplified and standardized the business side of interior design—something we’re diving deep into today. I first learned of Heidi’s straight forward approach last October at Design Camp, and the details utterly blew my mind. Heidi’s model of whole home design presentations and flat rate product markup feels refreshingly easy to manage, and all around magical. We’ll explore why she made that decision, how it streamlines client communication, and why presenting an entire home concept at once—instead of breaking it into phases—has transformed her design process.

From the systems behind her full-scale presentations to how this approach strengthens client buy-in and decision-making, Heidi is sharing the strategies that make her projects not only beautiful but also incredibly efficient. If you’ve ever struggled with pricing transparency or felt overwhelmed by phased presentations, this episode is packed with insights you won’t want to miss.

Don’t forget to tune in to Season 2 Episode 1 to hear our first conversation about Heidi’s signature style after this episode. But for now, let’s get started.

Hi! Welcome back to The Interior Collective - I’m your host, Anastasia Casey! Today, I’m excited to welcome Jason Saft, the mastermind behind Staged to Sell Home, a company that has transformed over $3 billion in luxury homes since its official founding in2016, but Jason’s been staging as a passion project since 2005. With an impressive background of more than 20 years in real estate sales and staging, Jason brings a unique perspective on what it means to craft interiors that are both aspirational and functional. Known for his contemporary, curatorial style and unwavering commitment to producing results, Jason has earned accolades for his work, including features in the Wall Street Journal, Architectural Digest, and more.

For Jason, great design isn’t a straight line—it’s about balancing artistry and intent, creating spaces that captivate buyers and maximize value. Because I truly do believe there is no single way to run a successful design business, I’m thrilled to chat with Jason about how he has forged his own path in luxury staging, standing out as both a respected business owner and creative visionary. Jason’s approach is anything but conventional, and his 98% success rate speaks for itself.

Today, we’re diving into Jason’s methods for making luxury staging stand out, exploring everything from his business model and inventory curation to timelines and the decisions behind staging versus full-service design. And we’re especially excited to catch up because not only is Jason an IDCO Studio client, he is also a past attendee of our own Design Camp—so much so that he sent his team to the very next session!

Join us as we explore how Jason combines expertise, intentionality, and market knowledge to elevate homes and help buyers envision their dream lives.

Welcome back to The Interior Collective - a podcast for the business of beautiful living! I’m your host, Anastasia Casey, and I couldn’t be more thrilled for today’s episode because it’ll be a masterclass in social media authenticity AND strategy. Today, I’m joined by my dear friend Chloe Legras of Boxwood Avenue Interiors. For those of you who haven’t had the pleasure of diving into Chloe’s world yet, you’re in for a treat. She’s the visionary behind the stunning interiors and lifestyle brand Boxwood Avenue—a brand that effortlessly combines luxury design with the art of intentional, slow living.

Chloe and I have been friends for years - we actually met at The Haven Workshop years ago and stayed close since. I’ve even had the privilege of attending her retreats abroad—experiences that were truly life-changing. This past May I attended Boxwood Abroad in the Cotswolds and it truly was the trip of a lifetime. Well, until next September when I attend Boxwood Abroad in Provence. Those retreats have given me a firsthand look at Chloe’s passion for honoring heritage, simplicity, and the beauty of old-world charm alongside Chloe’s joy for life that extends way beyond beautiful interiors.

Today, she’s here to share her approach to balancing a luxury design business with a lifestyle brand that celebrates the everyday. We’ll get into the nitty-gritty of her social media strategy–particularly over the last year, how she connects with her followers so authentically, and her secrets for building a brand that high-budget design clients are genuinely excited to be part of. I mean this in the most genuine way possible - get ready to dive in because this is Chloe’s world and I feel just so lucky to be living in it.

Welcome to another episode of The Interior Collective podcast - a podcast for the business of beautiful living! Today, we're diving into a fascinating conversation with one of Austin's most sought-after interior designers and someone who has truly transformed my life, Audrey Scheck. You know, we often hear the advice to say "no" to many things to make room for the right ones. But Audrey has taken a different path—one that embraces a resounding "yes" to projects of all sizes.

As the founder and principal designer of Audrey Scheck Design, Audrey has built an incredible reputation for transforming residential and commercial spaces into warm, inviting environments. Her projects are a testament to her unique approach, blending diverse materials and the charm of both old and new to create designs that are not just beautiful but also deeply livable.

Audrey’s journey has been nothing short of inspiring. From her childhood days watching her parents build their dream home in rural Texas to remodeling her own home in Los Angeles, she has always had a passion for design. Now, after moving back to Texas in 2020, she's established herself as a leading designer, with her work featured in esteemed publications like Martha Stewart, Better Homes & Gardens, and Forbes.

What I find particularly special about Audrey is her genuine networking ability and her generous spirit. What began as a simple "can I buy you lunch?" inquiry has blossomed into one of my closest friendships. Her approach to saying yes—not just to projects but to people—has not only propelled her business forward but has also enriched her life and the lives of those around her.

When I was deep in the weeds growing IDCO Studio and The Interior Collective, I was a definite homebody with a false sense of community via my remote team and Instagram friendships. I’d developed a notable level of social anxiety and thought I was perfectly content. After Audrey invited me to lunch, she instantly invited me to a small girl group of fellow designers and artists - with the likes of Claire Brody and Aileen Fitzgerald for monthly dinner dates. That group, and Audrey’s friendship, changed my life. Audrey refused to let us make excuses for getting together, and made sure we were all, always included. I can say with certainty that Audrey Scheck absolutely changed my life and helped turn me into a more confident, healthy person who can balance and prioritize both digital friendships and friendships in real life as well.

In this episode, we'll explore how Audrey’s mindset of inclusivity and opportunity has shaped her business and her team, leading to remarkable success in such a short time. We'll also discuss how embracing all types of projects has led to her rapid growth and how she navigates the sometimes-competitive landscape of interior design with a collaborative spirit.

So, join us as we learn from Audrey’s journey and discover how saying "yes" can lead to extraordinary transformations in both our businesses and our relationships.

Welcome back to The Interior Collective. Today, we have an exciting episode lined up for you as we explore the journey of transforming an interior design studio into a thriving lifestyle brand. Joining us is the incredible Kristen Forgione, the creative force behind THELIFESTYLEDCO Design Firm and Retail Shop, and long-time, close, industry friend.

After spending a decade in diverse fields like finance and hospitality, Kristen found her true calling when she attended fashion school in Los Angeles. This experience reignited her childhood passion for color and design, setting her on the path to creating a brand that would soon take the west coast design market by storm. Based in Arizona, THELIFESTYLEDCO has been leading the charge since 2012, serving clients nationwide and building a talented team of Organic Desert loving designers and support staff. Kristen has expertly mastered the art of selling a lifestyle to a wide audience, from affordable home and fashion finds to top-of-the-line, new construction custom homes.

In today’s episode, Kristen will share her inspiring journey of expanding from a design studio to a full-fledged lifestyle brand. We’ll dive into the lessons she’s learned, the challenges she’s faced, and her vision for the future. Whether you’re an aspiring designer or a seasoned pro looking to broaden your horizons, Kristen’s insights will undoubtedly inspire you to think bigger and be bolder.

Welcome to The Interior Collective, the podcast where we dive into the business of interior design. I’m your host, Anastasia Casey and today, I’m thrilled to welcome back Marie Flanigan, the visionary behind Marie Flanigan Interiors. With her background as a classically-trained architect, Marie’s approach marries architecture and interiors in a way that brings timeless elegance and innovation to every project. From the way her team incorporates rich textures, sophisticated color palettes, and striking plays of light, it’s no wonder MFI has been celebrated in top publications like Architectural Digest, Elle Décor, and Vogue.

If you haven’t heard our first episode with Marie Flanigan, you’ll definitely want to skip all the way to our very first episode - Season 1, Episode 1 as Marie broke down her expertise in growing a team. I’ve had the pleasure of working with Marie alongside her team while filming her project installs, and I’ve honestly never been more impressed by a team’s synergy, relaxed atmosphere, and dedication to “getting it done” at an extraordinary level.

Marie Flanigan is the most humble, easy going, hard working business person I’ve ever worked with and to this day, I can’t think of a woman I respect and admire more than her - personally and professionally. Truly, it’s an immense honor to have her back.

Today, we’re delving into our most requested topic of the season: creating custom pieces. We’ll talk with Marie about how she designs, prices, and manages custom elements—everything from upholstered furniture to built-in cabinetry and bespoke drapery. We’ll uncover her process for finding the right workrooms and trades, what she provides them to bring her vision to life, and how she keeps projects on track from concept through installation. Plus, we’ll discuss what happens when custom pieces don’t go exactly as planned and Marie’s strategies for keeping clients happy and her standards high.

Welcome to The Interior Collective Podcast, the show where we dive into the art and business of beautiful living. Today, we’re thrilled to welcome a dear friend and total muse - Anne McDonald, a Minneapolis-based designer known for her layered, artful approach to creating spaces that feel both timeless and uniquely personal. Named one of Architectural Digest’s "New American Voices" in 2024, Anne’s work spans residential havens and vibrant commercial spaces across the country, each filled with thoughtful details, natural materials, and a signature warmth that invites people to linger.

Anne’s portfolio is as varied as it is beautiful, covering historic home restorations, new builds, restaurants, and even ultra-feminine showrooms. In this episode, she shares the nuances of designing for both residential and commercial spaces, revealing how she adapts her process, project management, and communication strategies to suit each. Anne will also give us a behind-the-scenes look at how she weaves her signature, layered style into even the most functional spaces, ensuring they feel anything but typical. Plus, we’ll hear her thoughts on the importance of networking and community within the design world, and why she believes collaboration is key to any designer’s success.

In this episode, we'll dive deep into the world of design media as Lydia shares invaluable advice on how interior designers can get their work published. We’ll explore what Domino looks for in a project, from professional photography to compelling storytelling, and Lydia will offer three key tips on how to make your submissions stand out. We'll also discuss the importance of building relationships with editors, and the critical role that product links play (or don’t play) in home tour articles. Whether you're a seasoned designer or just starting out, Lydia's insights will provide the roadmap to getting your work noticed and published.

Welcome back to The Interior Collective Podcast, a podcast for the business of beautiful living - hosting conversations with leading interior designers from around the world about the intricacies of the design business. I’m your host, Anastasia Casey - founder of IDCO Studio, Kwin Made, The Interior Collective and host of the bi-annual industry event, Design Camp!

Today, we’re diving deep into the world of custom luxury home builds with none other than Tyler Farrell, Founder and CEO of Killowen Construction. As an experienced general contractor, Tyler has built a reputation for bringing exquisite custom homes to life in and around Salt Lake City, Utah. Many of you might recognize his work from Netflix’s hit series, Dream Home Makeover, where he collaborated with interior designer Shea McGee to transform homes in truly stunning ways over four seasons.

In this episode, we’ll be talking to Tyler about how interior designers can better prepare for working with contractors on custom new builds—covering everything from securing accurate bids, managing budgets, and how to value-engineer designs without sacrificing style. Tyler brings a wealth of knowledge and a world of humility, so get ready to learn invaluable tips on making your next big project a seamless success.

Welcome to The Interior Collective podcast, where we explore the art of design through the eyes of industry experts. Today, we're diving deep into the world of historic home renovations with a special guest, Jamie Haller.

For nearly a decade, interior design was Jamie's personal passion, fueled by her love for restoring the charm and character of Los Angeles’ historic homes. But when the pandemic hit, Jamie turned that passion into a full-time career, blending her background in fashion with a unique approach to honoring a home's history. From being featured in Architectural Digest for her work on a mid-century Pasadena ranch to creating timeless spaces that speak to both past and present, Jamie’s expertise lies in respecting the original narrative of a home while infusing it with her signature bold use of color and pattern.

In today’s episode, Jamie walks us through each phase of the design process—from initial client onboarding to collaborating with architects and craftsmen—sharing invaluable insights on working with older homes and offering advice on how to break down the hours involved in every stage. Get ready for a deep dive into the intricacies of bringing history to life with a modern touch.

On today’s episode of The Interior Collective, we’re welcoming Julia Bocchese, a leading SEO and Pinterest consultant with over seven years of experience under her belt. Julia has worked as an SEO professor at Drexel University, sharing her SEO expertise with the next generation of digital marketers.

Throughout her career, Julia has helped countless clients boost their website traffic and achieve the coveted #1 spot for their keywords on Google. Having made the leap from the corporate world to pursue her own passion, Julia understands the challenges and triumphs that come with growing a business.

In today’s episode, we’ll dive deep into the powerful combination of SEO and Pinterest for interior designers. Julia will share her top strategies for leveraging these platforms to elevate your brand visibility, attract clients, and ultimately grow your business. Further, we’ll discuss where your web designer’s work ends and Julia’s work begins.

Welcome back to season 5 of The Interior Collective, a podcast for the business of beautiful living. I’m your host, Anastasia Casey - founder of IDCO Studio, Kwin Made, Design Camp, and of course, The Interior Collective. Today, we are beyond excited to have a very special guest—Jean Stoffer, the renowned interior designer, entrepreneur, and founder of Jean Stoffer Design. Based in Grand Rapids, Michigan, Jean has built a nationally recognized design firm that’s known for its classic, elegant style, with projects featured in top design magazines and her own TV show, The Established Home, on Magnolia Network.

But what makes Jean’s story even more compelling is that this isn’t just a solo endeavor. Jean has built a true family business—her daughter, Grace Start, is her design partner, her sons, John, Daniel, and David all play key roles, and together they’ve grown their brand to include not only design services but also a retail shop, a coffee cafe, product lines and a custom cabinetry line.

In this episode, Jean will be sharing her journey of building a successful business, the joys and challenges of working with family, and how they’ve created a unique synergy that has propelled their brand to new heights.

Save 15% site wide at www.idco.studio with promo code Podcast15.

In the lead episode of Season 5 of The Interior Collective, we welcome interior designer and entrepreneur, Kate Marker, to discuss diversifying revenue and managing multiple business models. Kate Marker shares her journey in the interior design industry, highlighting her innovative approach to diversifying revenue streams through her design studio, retail brand, and short-term rental business. She discusses the importance of a cohesive team structure, the transition to larger projects, and the impact of hiring a business consultant. Kate also reflects on the challenges and growth experienced during the COVID pandemic, particularly in the realm of e-commerce. In this conversation, Anastasia and Kate discuss the multifaceted nature of the business, which includes a design studio, e-commerce, and vacation rentals. Kate shares insights on the challenges of shipping, the importance of property management, and the financial aspects of running short-term rentals. Kate also highlights the intangible benefits of her vacation properties, such as content creation and family memories, and discusses the future growth of her brand, including the launch of her new book.

Use code Podcast15 to save 15% off sitewide at www.idco.studio

Welcome back to The Interior Collective Podcast! I’m Anastasia Casey, your host and founder of The Interior Collective, IDCO Studio, Kwin Made and co-host of Design Camp. In another life, I might have been an interior designer myself, but instead, I’ve dedicated my career to creating digital spaces and building communities that celebrate and elevate great design.

The Interior Collective is more than just a podcast—it’s a lifestyle destination and an online community that celebrates The Inside of Home. We offer project tours from designers around the world, share exclusive interviews with industry tastemakers, and curate content that strikes the perfect balance between informative and aspirational. I’m passionate about empowering interior designers to not only elevate their client experience but also find financial freedom and stability through their creative careers. We invite you to submit your projects for publication on The Interior Collective, which you can always do so linked in our show notes.

Before we dive into this season, let me take a moment to share what we’re doing at IDCO Studio. If you’re looking to streamline your interior design business, define your client experience, or elevate your brand to reflect the spaces you design, IDCO Studio is here to support you every step of the way. We’ve served thousands of interior designers around the world through a collection of beautifully designed, high-quality website templates, branding suites, and essential business tools tailored specifically for interior designers. Whether you’re just starting out or looking to refine your existing brand, we offer a range of investments to meet you at any budget, so you can focus on what matters most—creating beautiful, memorable spaces for your clients.

Additionally, our award winning design team has created custom projects for top designers like Amber Lewis, Nate Berkus, Marie Flanigan, Carley Summers and more through our creative studio, Kwin Made. Whether you’re looking for a plug-and-play solution to your business needs or an entirely bespoke solution, our team is excited to serve you.

We’ve come a long way since launching in 2016. I’m incredibly proud of what we’ve built—a collaborative space where designers can not only showcase their work but also build a brand that’s deeply personal and reflective of their style and values. Over the years, I’ve had the privilege of connecting with some of the industry’s most innovative minds, which has fueled my inspiration and helped expand our dedicated team of experts.

This season, we’re diving even deeper into what it takes to create spaces that not only look beautiful but feel exceptional. We’ll be sitting down with the most seasoned interior designers, general contractors, product developers, and so many other industry experts who truly shape the way we live and experience our homes. From old home renovations to new builds, we’re exploring every aspect of design and the collaborative relationships that bring these visions to life.

And with our dream of turning The Interior Collective into something physical, I’m thrilled to announce that our new appointment-only showroom in Austin has officially opened its doors. It’s a curated collection of vintage, one-of-a-kind, and female-made pieces, plus collaborations with some of our closest friends in upholstery, textiles, art, and more. It’s a space where you can see, touch, and experience the pieces that make a house feel like a home. So whether you’re booking a private shopping experience or looking to memo those final styling pieces for an upcoming shoot, we’ve got a little something special waiting for you.

Here at The Interior Collective, we believe that someone else’s success will never hinder yours. We’re committed to leading by example and fostering a community that embraces inclusivity, creativity, and connection. I can’t wait to share this season with you, and I hope it leaves you inspired to create something truly memorable—both in your business and in your home.

Let’s get started!

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This week on the Interior Collective Podcast, we sat down with Lindye Galloway, an Orange Country, California, designer and shop owner to talk about her strategies for setting her firm apart and developing a distinct point of view in an area that is super saturated with designers. Lindye walks us through her transition from wedding designer to interior designer as she and her husband embark on a renovation just weeks after the birth of their son, Theo, and how it works now that he has joined the business. She candidly shares how she pieced her business together, always keeping her vision in mind and maintaining a stylistic thread while designing homes around the country, and how innovation and competition can propel you forward.

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Lindye Galloway

Hema Persad, founder of Sagrada Studio, discusses her approach to billing as an interior designer. She explains the onboarding and design discovery phase, as well as the billing structure at each phase of her process. Hema emphasizes the importance of being clear about the fee structure and having expectations outlined in the contract. She also talks about the significance of tracking hours and project profitability. Hema believes in open discussions about money in the industry to set realistic and fair industry standards. In this conversation, Anastasia discusses various aspects of billing and client management in interior design, while Hema expands her approach to collecting funds for accessories and artwork, as well as how she handles retainer fees and invoices. Hema also shares her thoughts on hourly rates for install and project management, as well as the challenges of hiring and managing a team. She emphasizes the importance of tracking time and managing finances, and discusses the benefits of remote work. Additionally, she talks about the impact of visibility and recognition on billing and client acquisition, and shares her excitement about upcoming projects and collaborations.

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Want to hear more from Hema Persad, listen to her episode on Design Perspectives with Gail M. Davis

Our conversation really emphasizes the importance of understanding clients' needs and preferences during initial conversations and tailoring the lighting plan accordingly, while balancing aesthetic and function when selecting light fixtures.

Brian is also offering a peek into his latest book ‘Outside In’, which finds a deeper meaning in design. Find sample lighting plans from some of Brian Paquette’s portfolio of work in the bonus materials section of Patreon. Access them now at Patreon.com/TheInteriorCollective or book an Expert call with Brian directly.

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Outside In: Interiors Born from Nature 
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In this episode, Alyssa Kapito delves into managing overhead costs in interior design. Transitioning from art history to this field, she shares insights on scaling a business while controlling expenses. Alyssa discusses strategies for handling multiple projects and highlights the benefits of a home office for cost efficiency. Drawing from her internship experiences, she emphasizes the importance of networking. Additionally, Alyssa's ventures in writing a book and launching Gallery Alyssa Kapito underscore her entrepreneurial approach. Through her experiences, listeners gain valuable insights into maintaining financial health and work-life balance in interior design.

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Alyssa Kapito

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In this week’s episode of The Interior Collective podcast, Anastasia welcomes Drew Michael Scott, design influencer and founder of Lone Fox. Drew's career was born on YouTube and has thrived across various design channels as he has built his brand and honed his aesthetic. Through years of consistency and resourcefulness, he has earned an audience that includes millions of online followers—in addition to the trust and collaboration of dozens of top-tier brands. Drew is an incredible representation of a new kind of designer—an industry tastemaker who inspires and educates without taking on clients of his own. Even for designers taking a more traditional route, Drew offers valuable insight into building and monetizing an online brand.

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Tess Twiehouse, founder of Tess Interiors, discusses the importance of comprehensive construction documentation in interior design projects. She shares insights into managing construction documents and communication with contractors. Tess explains the process of creating bid sets and construction documents, including file storage and regular communication with contractors and trades. She also discusses the team structure at Tess Interiors and the number of projects they handle simultaneously. The conversation highlights the significance of revisions during the construction phase and the documentation and communication process followed by Tess's team. In this conversation, Tess dissects the process of creating construction documents and the importance of clear communication with contractors and trades. She explains how the furniture budget is determined and how materials, finishes, and cabinet details are applied to the construction documents. Tess emphasizes the need for detailed schedules, including materials, appliances, plumbing, and lighting. She also discusses the use of concept decks and the importance of revisions and communication throughout the project. Anastasia shares insights into the software and tools she uses to keep organized, including Google Drive and Dropbox. She concludes with expanding on meeting note documentation to maximize searchability and minimize any miscommunication.

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In this episode of The Interior Collective, delve into the intricacies of interior design logistics with Mandy Cheng as she reflects on the transformative impact of earning a spot on the AD100 list, three years running. Tune in as Mandy dissects the nuts and bolts of her design process, drawing from her background in set design and seamlessly transitioning into interiors. Discover Mandy's fluid approach to installation, always putting her client’s comfort first. Gain insights into managing logistics with a small team and the crucial role photography plays in showcasing her work. Join us for a conversation packed with thought provoking sound bites and practical advice for interior designers, covering everything from smooth installations to the art of booking photographers and exciting updates on future projects.

This week, coveted Washington DC designer Zoe Feldman breaks down her well-established six-part design process as she shares her journey into interior design and the importance of scaling her business. The conversation covers the six phases of her design process, including programming, schematic design, design development, construction documents, construction administration, and installation and styling. Zoë also discusses her Expert sessions and the different tiers of design services she offers. She shares her experience of investing in process improvement and the challenges and benefits of offering full service design and design anywhere services. In this conversation, Zoë discusses her approach to budget-friendly design with Design Anywhere. She breaks down the six-phase process of interior design, including programming, schematic design, design development, and installation. Anastasia also shares upcoming projects and collaborations, including a lighting collection with Mitzi that just launched and a kitchen design for fashion designer Jessie Randall.

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Zoe Feldman
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In this episode of The Interior Collective, special guest Cortney Bishop offers an insightful perspective on her innovative approach to interior design, harmoniously combining her extensive background in marketing and business with her dedication to crafting spaces of significance. We delve into the foundational elements of Cortney's design firm, highlighting her unique approach to integrating residential and boutique commercial projects. This episode sheds light on how Cortney and her team skillfully navigate the complexities of design, merging creativity with strategic planning. Join us as we explore the intricacies of both commercial and residential ventures, the dynamic evolution of Cortney's firm, and the inspiring journey of entrepreneurship that transcends the traditional boundaries of interior design.

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Prior to receiving her education at the University of Pennsylvania, Megan lived in Hong Kong, Beijing, Taipei, Tokyo, and Shanghai for over 20 years. As a result, Megan is fluent in English and Mandarin Chinese. With an innate sensitivity to design, style and curation, Megan Aileen is the embodiment of the bridge between eastern and western design values.

​

Brigette's clients include Gwyneth Paltrow, Beyonce, Kelly Rowland, Misty Copeland & Demi Moore and she’s built her studio on the foundation that spaces should be fresh and functional, aesthetically provoking, and completely lived in. Tune in as we break down how Brigette achieves that livable luxury in every project–from quiet family homes to multi-million dollar high-profile projects.

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Livable Luxe by Brigette Romanek

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Episode Details

Noteworthy success is always the goal for an interior design business. But when a studio expands into a full blown lifestyle brand, the lines can blur when it comes to corporate structure. With an ever-changing industry and internal roles evolving to fill gaps that come with growing pains, managing who does what in each department can prove complicated. Today, I’m welcoming Amber Lewis of Amber Interiors to walk us through her studio’s structure after spending a decade as a top designer. We’re chatting all about repeat book deals, product licensing, and what comes next for an interior designer of her caliber.

In this episode, Amber and I discuss:

• How to run two separate, successful business entities
• Who you should hire first
• Employee structure within an interior design studio
• How to stay involved as your studio grows
• How to grow your business without investors
• What to look for in a brick and mortar storefront
• 2 key tips for writing a book
• How to expand beyond your signature style 
• And more!

Use code ‘BONUS15’ for 15% off sitewide at idco.studio

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

You can follow along with Amber on Instagram, discover more of her work on her website, and shop her curated home decor at Ayr Barns.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Lindsey Brooke Design

Episode Mentioned: Lindsey Borchard - Pricing as an Interior Designer

Together, Lindsey and Anastasia have hosted hundreds of interior designers from every corner of the globe at Design Camp. Design Camp came to fruition based on our personal experiences growing seven-figure businesses in the industry. We felt the lack of a comprehensive, actionable and relatable resource to get started. Everything felt top secret, competitive and subjective.

After working together for more than five years, we made it our mission to create an interior design retreat where designers can form honest, supportive relationships, create an accountable mastermind group, and be given the blue print they need to level up their business.

Every session of Design Camp is different. The keynotes, the sessions, the people. We work diligently year round to keep Design Camp’s content of the moment and comprehensive. We’re grateful to welcome return campers alongside first time guests at every session.

Design Camp is an immersive four-day retreat created specifically for the diverse interior design community. Founders Anastasia Casey and Lindsey Borchard, along with their respective teams, offer inspiration, insight, and empowerment through strategic business development discussions and guided implementation. Every detail of our luxury event is intentional, from the intimate grouping of campers to the inspired setting. Working sessions are punctuated by shared meals, cocktail hours, and keynotes from some of the industry’s most influential voices. Our mission is for you to leave Camp with an actionable plan for creating a design business that is more profitable, enjoyable, and authentic to you—with a network of likeminded friends to support you along the way, forever after.

Transcript

00;00;00;00 - 00;00;35;13

Anastasia

Hi, and welcome to this bonus episode of The Interior Collective, a podcast for the business of Beautiful Living. I'm your host, Anastasia Casey. And today we are talking about a very big passion project of mine, Design Camp. Together with my co-host, Lindsey Borchard of Lindsey Brooke Design, we are walking you through the infancy of Design Camp, how it started out, how  it's transformed, and what the four day inclusive business retreat looks like today.

00;00;35;16 - 00;01;04;24

Anastasia

Tickets are now on sale at Design Camp IDCO. Hey, Lindsey, and welcome back to the show. I am so excited to have you here. And there's nothing I love more than, like a secret bonus episode. I know. I'm so excited to be here. Obviously, I love your podcast and just love everything about the Interior collective. So I'm happy that we can have this kind of, like, conversation about Design Camp.

00;01;04;24 - 00;01;22;28

Lindsey

And yeah, bonus episodes are always the best. I love how we can take a little bit of Design Camp and we'll get all into Design Camp a little bit later. But I do love that we can have even just this many one hour conversation to give people a taste of what Design Camp is really about. But if you haven't listened to it already, go back to season one.

00;01;22;28 - 00;01;57;00

Anastasia

I'll link it in the show notes. Lindsey did an incredible episode about pricing as an interior designer, which proves to be one of our top downloaded episodes ever, and it's one worth listening to and relistening to because the way she breaks down, how she builds clients leaves no money on the table. She's getting every possible dollar from her clients in a very fair way, but B, it's also just mind blowing how specific and generous you are with your exact process.

00;01;57;01 - 00;02;17;26

Anastasia

So we'll get into that a little bit more. But I do just have to start the show off by saying Lindsey is the most gracious and open business owner I've ever known. And additionally, she's just brilliant when it comes to running her firm. Oh, you're so sweet. You're going to make me cry today. Yeah, you'll probably cry by the time we get done.

00;02;17;28 - 00;02;45;03

Anastasia

So. Okay, let's go ahead and start talking about Lindsey Brooke design and your design firm from the beginning. When did you start? How long have you been in business? And then we'll get down to, like, how many people are on your team now? Because I've just really seen it from its infancy. Yeah, I mean, I started this in 2016 and in a spare bedroom of my home, kind of a cliche story of I didn't go to school for this.

00;02;45;03 - 00;03;07;20

Lindsey

I went to design school for fashion, did that a little bit, and then I, I randomly went into the wholesale side of an interior interior design company. Rachel Ashwell, Shabby Chic. So they, like, made their own products and they have their own stores. And so I did the wholesale department of that. And really that was my first taste of interior design.

00;03;07;22 - 00;03;31;10

Lindsey

And even though it wasn't like my personal style, I really got the behind the scenes of how to make a product, how to put it together, how to put it together in a retail space with designers. So I don't have any formal training on interior design. And it's this business that was basically just built on a passion. And I was at that point a stay at home mom to my oldest son, James.

00;03;31;10 - 00;03;54;29

Lindsey

I was pregnant with my second and looking back now, I probably had some postpartum with James that I didn't really realize, but I felt like I just didn't have the creativity in my life that I really did need. And I don't think I realized it at that time. And so my girlfriend was like, You should start a blog because blogs are like the thing back then.

00;03;55;02 - 00;04;22;28

Lindsey

This is probably like 2014 and you know me, I don't like blogging. I'm like, That is not me. And I started Instagram and I started just posting things on Instagram, my house, my friends houses. I started getting referral clients from my friends. And then I started getting these E design clients from Instagram and I'm like, Googling what is E design?

00;04;23;01 - 00;04;56;22

Lindsey

And that's kind of how the business started. It slowly snowballed from there. One referral led to another referral and one E design led to another E design, and then it kind of shifted to doing more like local clients and I remember at a point where it was like, okay, we need to possibly get a nanny. If I wanted to continue this because I was doing it like between nap time at night and I talked to my husband and he was super on board and super supportive and saw kind of like a spark lit within me.

00;04;56;24 - 00;05;17;26

Lindsey

And so that's kind of how it started. Like, you know, we added a nanny one or two days a week and then slowly built on that and then had another conversation to say, like, Hey, I think I could do this full time. I think I can make a real business out of this. And that's when it really like that's when I say like, okay, 2016 was like really the start of the business, even though I had been doing it for a little bit.

00;05;17;26 - 00;05;47;00

Lindsey

But I started in my house, you know, with an employee in my house, with young kids running in and out, crazy, not being able to focus. My garage turned into, you know, pillows and accessories and furniture and it just overtook the space. And, you know, now it's almost we're going into our eighth year this summer, and now we have a studio space and a retail store.

00;05;47;00 - 00;06;11;26

Lindsey

And we have eight employees, nine employees, ten employees, if you include the shop, too. So it's just it's I am really proud of it when I really sit back and like, take a second. You know, there's still so much more that I want to do. And you know this I talk to you about it all the time, but I am really proud of where we started and kind of where we are right now.

00;06;11;29 - 00;06;36;18

Anastasia

But yeah, it's been a journey, though, So to give a little background on how Lindsey and I know each other, if you had officially started in 2016, I think you would have reached out to me on Instagram probably 2017 or 2018. Yeah, I think it's just 2018. Yes. I've been following you for a while and I really just loved the content that you were pushing at that time.

00;06;36;18 - 00;06;53;10

Lindsey

I had started. So when I started this business, obviously, like someone came and said like, what's E design? And, I had followed a girl that was doing E design. I don't know if, you know, she actually has a pillow company now. Daniel Oki Pillow Companies and E Design. I reached out to her to say, Hey, what is E design?

00;06;53;12 - 00;07;26;09

Lindsey

And she just let me kind of know what she was doing. And then when I really started the business, I reached out to a couple other designers who I met through Instagram and they kind of opened up to me. So I started opening up on Instagram. Well as you know, like, I mean, social media just took up so much of my time and my business really started kind of obviously I had two young kids and so I reached out to you and didn't at that point, like, did it need a website or branding?

00;07;26;09 - 00;07;49;24

Lindsey

But I needed help so much with marketing. And I remember it was like I was definitely one of your first hires, if you will, even though I was sort of a contract. But I remember like it was, I don't want to say it was a hard sell for me, but you were definitely like, This is a big investment. Like, this is a big thing for me to be hiring out.

00;07;49;26 - 00;08;11;11

Anastasia

And you just were at that phase in your business where it was really like that first giant leap to be like, Hey, I'm going to invest this much in marketing dollars. And I just remember totally freaking out and being like, Oh my gosh, Lindsey's work is so beautiful. Like, look at what a cool California style she has. But I think we just really hit it off.

00;08;11;11 - 00;08;31;07

Anastasia

So we had I think we had definitely exchanged DMS and we're like Instagram friends, but we certainly weren't close friends when you had initially reached out? No, not at all. I mean, I remember having that conversation. I think we spoke. I mean, I literally remember the day I was you. 

 do too! I remember I was in the old kitchen before we renovated it.

00;08;31;07 - 00;09;01;14

Anastasia

And I remember I was standing there, my living room facing, and I felt this like kismet energy, you know, And I just remember feeling like this is my girl, like, I just I felt like you were listening to me with like, I really was like, Hey, I really want to continue for my voice to be kind of like helping other people, you know, was still really young in my business and learning and making mistakes, but I wanted to carry that through.

00;09;01;14 - 00;09;19;08

Lindsey

I was kind of just coming on and I don't even think stories were a thing. I don't even know. I kind of just came on and started writing captions about business stuff. And I think you were the first one that was like, you should start this thing called Monday mentors and kind of talk to.

00;09;19;10 - 00;09;42;26

Lindsey

It was a fine line because I remember you saying clearly, designers are not your customer, so we can't just focus so much on designers. But it was so important to me that you found a way to incorporate that into my business model, which I just thought was like one genius, and to just the fact that you took something that was super important to me, even though you probably were like, This girl has no idea like that.

00;09;42;27 - 00;10;10;05

Lindsey

This is not going to be bringing in the clients that she wants for her design business. But yeah, it felt just such an instant connection. And, I remember I had 16,000 followers. I remember talking to Quinn (husband) and being like, I think this is going to change the path of my business. Like I think I am so sold on just what you were telling me and the way you believed in my business, even though you really didn't know it.

00;10;10;06 - 00;10;26;20

Anastasia

Like in the ins and outs, like you know, now, you know, it was just amazing. And it's probably one of the best decisions I made so far in my career. And like five years later, still, you know, and then just expand it. Anyways, I don't get into that. Okay. So I know, I know. Well, thank you for those sweet words, Lindsey.

00;10;26;20 - 00;10;54;26

Anastasia

I just love you so much. But if you're listening and if you happened to notice one of the continuously weird parallels between Lindsey and I, she keeps referencing her husband, Quinn Yes, my husband is also Quinn. And that is just one of the funny little things that I've just always felt so connected to Lindsey. But she touched on how one of the pillars of her business has always been mentorship and education, and I think that's really like the infancy of Design Camp and this concept around it really started.

00;10;54;26 - 00;11;19;14

Anastasia

I just loved that she was so open with her knowledge. I love that she was open with her struggles and I felt like there was just such a gap in the industry for it. So that's kind of a little preface, but I want to talk more about where your business is now, because I feel like your credentials are just so outstanding and you don't necessarily sing your own praises very often.

00;11;19;14 - 00;11;38;26

Anastasia

So I do want to go over that. I mean, I think it's really important to mention that in these five years you are well into seven figures in your design firm and have been for years now. How many you said that you have ten employees, including the shop now at this point, how many clients a year are you taking on?

00;11;38;29 - 00;12;05;28

Lindsey

We typically have anywhere between 10 to 15 projects at a time. I would say within a year we probably do anywhere between maybe 20 and 30, just depending on where we fall with some of our projects in a span of years. So it really just kind of depends on where those projects fall as far as when they end and things like that.

00;12;06;01 - 00;12;24;14

Anastasia

So I feel like that's still small when I talk to a lot of people, even at Design Camp, like we have 30 projects right now, so we're really selective about and I feel, you know, it's been a privilege that we've been able to be really selective now on who we take on as a client because we're a small firm.

00;12;24;17 - 00;12;50;19

Lindsey

I only have four designers plus myself on the design team. And so with these big projects, we want to make sure that we're not getting burned out, that each of our projects are getting the best of us. They're getting the best of things. But I think that it's really important to make sure when you get to a point, you know, we don't, we don't just take on large projects.

00;12;50;19 - 00;13;12;02

Lindsey

We still like to take on smaller ones as well. What do you consider that like? What is the difference between a small and a large project? So the difference between like a quote unquote small and large part large projects are typically full remodels or full custom homes before the house down or starting from the ground up, or we're taking it down to the studs and redoing everything.

00;13;12;04 - 00;13;38;09

Lindsey

Plus we're doing all the furnishings as well. So that's kind of what we usually tend to do between, I would say, three and five of those a year. Then more I would say maybe medium projects are we're doing full home furnishings, so we're doing 5 to 6000 square feet or more of a full home coming in and furnishing from top to bottom, maybe doing some like cosmetic, maybe painting or adding wallpaper, changing out hardware, things like that.

00;13;38;12 - 00;14;01;09

Lindsey

And then smaller projects tend to be kind of what our medium projects are. But maybe it's not the full house, maybe it's just all the main living spaces. Maybe it's just the first floor, maybe it's just a kitchen remodel. So it's still, I guess, a decent amount of work. But compared to the larger ones, to us, that feels more manageable and they're done quicker.

00;14;01;16 - 00;14;23;02

Anastasia

They're not taking 2 to 3 years to complete. So it's kind of nice to sprinkle those and because like right now we're in a space where like we haven't done a photoshoot in forever, I don't know when we're going to do another photoshoot like we have nothing completed right now. So yeah, there's like that big lull in between when you're in your procurement era or a construction area that overlaps.

00;14;23;02 - 00;14;56;21

Lindsey

And so the smaller projects that can be a really great killer project, even if it's just a kitchen that's getting redone or just a smaller furnishing area in a primary suite or something, something of this question when. So we talk a lot at Design Camp about how to graciously kind of steer the wrong type of clients away. And one of those ways is on your intake form, on your website, to have that dropdown of like what is your project Total project budget, including furnishings, design fees, construction fees, like what is the total number?

00;14;56;28 - 00;15;20;12

Anastasia

And we always like to make sure that in that dropdown the smallest number listed is your smallest price point. You're willing to take on a project. So when you're saying that you still take on the smaller projects, are those people that are coming to you from Instagram and your website or those people that maybe are past clients that you're doing like a one off or I am interested in how you decide to take on those small projects.

00;15;20;15 - 00;15;45;13

Lindsey

It can be all of the above. It can be referrals from past clients. So it's a friend of a past client and I always, even though most of them have been really good, I always want to give those people the opportunity because the referrals from some of our our best people that we worked with that we've become friends with, or it will be from Instagram or it will just be, you know, maybe they got in touch just us through through our website, through Google.

00;15;45;13 - 00;16;05;04

Lindsey

But I really like to make sure that the budget aligns with whatever it is that we're doing. So our minimum is about 100,000. We probably are going to raise that because it's just really hard to do like a kitchen design right now with $100,000. Our fees included materials construction. So we're going to be taking a look at that this year.

00;16;05;04 - 00;16;28;05

Lindsey

But right now it's $100,000 thinking of, okay, if we're doing three room minimum kind of furnishing, that's about how much we need for furnishings. And is that 100,000? Is that just for the furnishings? That doesn't include your fees. Right. Right. Can you put your fees in there, too? We can possibly fit our fees in there, just depending on which rooms we're doing.

00;16;28;08 - 00;16;49;22

Lindsey

And if we want to take on a small project like that sometimes, I mean, we have definitely done like one of my favorite projects that we did was one primary bedroom in the primary bathroom, and they had such a healthy budget for that and they really just let us be creative and challenge our our own kind of design esthetic and wanted to do really beautiful things.

00;16;49;22 - 00;17;07;00

Lindsey

And so that was a no brainer, even though it was such a small thing. But it was a nice turn around. It was like a 4 to 6 month project and we were able to do it within their budget. But you know, I would say most people wouldn't want to spend what they spent on just their primary. You Yeah.

00;17;07;08 - 00;17;37;25

Lindsey

Yeah. But yeah, so that 100,000 minimum is probably going to have to go up to probably 200,000. That's a jump, but it's a realistic jump. Like I just want to be really realistic. I've had so much experience now with understanding how much things cost, and that was probably the hardest thing that I had to learn and has and is just always changing with COVID now that inflation, all this stuff.

00;17;37;25 - 00;18;00;17

Lindsey

So I think that it's really needed for what type of projects we want to do. Well, I think that's a perfect example of what I think makes Design Camp and the way you host Design Camp is that you are making these small or sometimes substantial pivots or alterations to both your processes and just how you run your business.

00;18;00;25 - 00;18;21;21

Lindsey

And what I love about it is, I mean, we'll spend three months before Design Camp going over our outlines and our talking points and revising and saying, wait, did we change that this year? Have we updated this in the last six months? And I think this is a perfect example of how next time we're at camp, you've probably made that decision and you figure it out what that minimum is.

00;18;21;28 - 00;18;54;23

Anastasia

And do you share that with everyone who attends? And I think that I love Design Camp. It is like this living, breathing organism of all of us growing and gaining experience together and sharing that experience. So I love to talk about back in 2018, you and I started working together and then that was, I believe it was like June, June or July that we actually like to officially onboarded you as a client.

00;18;54;23 - 00;19;18;20

Anastasia

And we were running your Instagram and your newsletters and writing blog posts for you. So then fast forward to the January Market in Las Vegas of 2019, and we had both our clients come with us, our teams were with us, we were at market. We walked all the showrooms with you. We were on a panel together. I believe for-

00;19;18;22 - 00;19;52;25

Lindsey

We were on a panel with Ivy, which is now Houzz Pro and I can't remember what we were talking about. Probably just business stuff. It was you and- Mikel Welch. Yeah, it was just the three of us. Yeah, it was just us. And so, you know, that was the first time we had met. Our husbands met and yeah, I remember, you know, just again, like having that, you know, sometimes you talk to people and you have these like Instagram connections or you have these online connections and you meet in person, you're in, you're kind of like, okay, maybe it's a little different or whatever, but it's still the same.

00;19;52;25 - 00;20;14;15

Anastasia

Like, it just felt more like a sister, you know? And we went to after that, that night after the market, I don't know what hotel we went to. We were in the bar. We just started kind of talking about her. Mind you, the bar was closed. We literally went and sat down at this bar. The bar was closed and we were just like, We need to keep talking about business.

00;20;14;17 - 00;20;33;00

Anastasia

And so we sat down and it was so late and so we were like, Oh my gosh, that panel was so great. I remember going really well and I was like, We need to talk more. Like there's more we can share. And I loved the questions we received and we were like, We need to talk more about this.

00;20;33;07 - 00;20;59;03

Lindsey

And I honestly and I hope you do remember Lindsey. I don't recall who said the word retreat first, but we were just like feeding off of each other, thinking about it. I don't remember either. I just actually think you were talking about your experience with the retreat you took. And then I probably said something like, Oh, yeah, we should do that.

00;20;59;03 - 00;21;28;17

Anastasia

And then, yeah, okay, that was weird. It happened quickly. So the retreat experience that I was talking about, which actually aligns beautifully with our story together and our timeline because I had gone on a luxury retreat with Fiona Humberston. She is a brand stylist in the UK, and she was hosting this beautiful workshop in Majorca and I was just obsessed with Fiona.

00;21;28;17 - 00;21;47;21

Anastasia

I still am. She's an incredible mentor to me, but I went on this retreat. I remember she had a monthly payment plan option. I had been in business for maybe 18 months. I was very new into business. And she had a payment plan option. I paid for it for a whole year. Like leading up to this retreat.

00;21;47;23 - 00;22;12;14

Anastasia

And I went with one of my good friends, Ciara Wilson, and we got to Majorca. It's like an incredible, you know, 500 year old estate. And it was just so beautiful. And the retreat was very, for lack of a better word, it was super woo woo. It was very much like feelings and like general vibes. And I being new in business was like, I need to do a list, tell me what to do.

00;22;12;14 - 00;22;32;18

Anastasia

I will check it off and I just need to go through these action items. And I wasn't fully invested. I wasn't totally in it at that point. We're on a day like three or so and we had a psychologist there who was teaching us about the psychology of design and all these different things and really about the psychology of our own business.

00;22;32;20 - 00;22;55;27

Anastasia

And I was like, Oh, this isn't what I thought I signed up for. I thought we were going to be drawing logos and making marketing pitches, and it definitely was not that. And on day three I had, you know, exercised 100 million with a psychologist who was there. One of the exercises she had us do, she was like, write down your five favorite clients you've ever had.

00;22;55;29 - 00;23;17;04

Anastasia

And when I wrote down that list, four out of the five of them were interior designers and the whole message they'd been teaching us was like, You need to find your ideal client, find your perfect audience. And I remember resenting that a little bit because I was like, Hey, I'm trying to make rent. Like I can't turn clients away.

00;23;17;04 - 00;23;36;24

Anastasia

I cannot buy into this concept of saying no to a bunch of work that's coming in just because there's going to be someone potentially better down the road. But when they had me do that exercise and I listed them out and I remember it was Clara from Banner day, Lindsey was on that list, Decor rotation. And I was like, Those were absolutely my favorite clients.

00;23;36;24 - 00;24;01;13

Anastasia

I can produce the most beautiful work, the most meaningful work. To me, it finally clicked and I was drinking the Kool-Aid and we left. The next morning. I rewrote every bit of copy on my website to focus entirely on interior designers. And from that point on, I never worked with anyone outside of the shelter industry again, and that's when IDCO really

00;24;01;13 - 00;24;22;10

Anastasia

transformed from me being basically a freelancer to having a proper company where I have, you know, now we employ 22 people and so I, I will never forget how that retreat changed my life, even though it took me two of the four days to really get into it.

00;24;22;13 - 00;24;43;17

Anastasia

But I understood the power of having a small set of time, a chunk of time set aside to focus on your business and what your intentions are within your business and to learn from other people in the same business and to be open and candid about that. When you're trying to run a business, it's just really difficult to carve out that time.

00;24;43;17 - 00;25;07;14

Anastasia

And so I was telling Lindsey the story in that bar. I'm sure it was after 2:00 in the morning, it was so late that we were talking about this and the boys had already gone to bed. And between her Monday mentor sessions, which we had already started, everyone goes spam her so she brings them back. Go spam her on Instagram, but then she's going to be like, Stass, I need you to do the Monday sessions for me.

00;25;07;14 - 00;25;31;07

Anastasia

I don't have time. And that's where I really was. Like, Wouldn't it be amazing if we could take this panel discussion? We just did her Monday mentor sessions, my knowledge of marketing in the industry and created our own version of a retreat. Yeah, I think we felt like we were the perfect two hats.  I had at that point some experience in the business.

00;25;31;09 - 00;25;56;09

Lindsey

You had the marketing and we just kind of felt like, Wow, we can really both be touching on really important things that we both, you know, quote unquote felt like. I don't mean, I hate saying expert, but like at that time, like, you know, we were learning and we had already grown a lot in that first six months of us working together, which is crazy to say.

00;25;56;09 - 00;26;18;11

Anastasia

But yeah, I mean, I remember I remember like telling her about it and then like, I think like very quick, I don't know how quick it could be days, it could have been weeks, but we then started planning like, yeah, it was like, here's the idea. I have this perfect place in Austin and I remember feeling really overwhelmed like, Oh my God, how do we just even start this?

00;26;18;11 - 00;26;42;14

Anastasia

Like, how? But it just effortlessly kind of came together, which also made me realize that, you know, I grew my business very organically and I feel like Design Camp has just like came about very organically and has grown very organically. And that's how I feel, like I lead a lot of my intuition on business and I just felt right to feel like, okay, we were like, this is how it's supposed to be.

00;26;42;14 - 00;27;08;24

Lindsey

And yeah, I mean, I don't think that it would have worked if we didn't come in there and like right from the start, be very vulnerable and like to really talk about what is in my business. I, we, I have, I have done other things and have seen other things where a lot of people hold things back. And I just remember being like, if we're going to do this, we really have to pull back the curtain, you know?

00;27;08;27 - 00;27;40;08

Lindsey

And like you said, like, I don't think I've ever talked and I've taught several different sessions, but I don't think I've ever said the same thing at each Design Camp. Like, we are always changing our business. We are always improving. We're always going through these. Sometimes fails and rough, rough patches and we talk about that. And I think that's what really sets Design Camp apart and why it works.

00;27;40;10 - 00;28;06;22

Anastasia

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00;28;06;24 - 00;28;46;07

Anastasia

Visit IDCO.studio to choose your favorite before it sells out! You mentioned earlier when we were starting to position ourselves as experts and even though we were still like newer in business and figuring it out, I feel in hindsight, which is always 2020, that it wasn't that we felt that we were experts. I feel like where our expertise is even now after our 10th Design Camp, our expertise lies in our ability to, a, be super honest and open, and our expertise lies in our willingness to show our mistakes.

00;28;46;09 - 00;29;17;24

Anastasia

And our expertise lies in getting other people to that level of vulnerability and willingness to share as well. I feel like your magical gift. Obviously, you're such an incredibly smart business person, but I think what makes your unicorn feature is really your ability and willingness to share the highs and the lows and exactly how you got there so that people can learn from that experience, and can contribute their own experience.

00;29;17;24 - 00;29;58;11

Lindsey

And I feel like that's really where our special, our special moment of Design Camp is. It's not even necessarily our resume, it's the environment we're able to cultivate at Design Camp now. Totally. I mean, I remember it could have been one of the last ones we had at the Wayback, and we can maybe talk about the evolution of that, but I remember getting this like 911 text during one of when we were speaking and we had a break and I called my office and we one of my designers at the time was just having such a horrible experience with a client, really, really difficult client.

00;29;58;12 - 00;30;20;23

Lindsey

We ended up having to fire them and it was a mess. And I remember like going, you know, after I talked to them and we kind of went back into sessions and talking Design Camp, like opening up and telling people like what had just happened, you know, and like, I just think it's so important because I learned so many so many things from people at camp.

00;30;20;23 - 00;30;40;02

Anastasia

So much, so much. It's like, you know, people are like, Oh, it's so nice. You just like, kind of selfishly do it for myself. Did I have learned some of my key things that we have either changed or pivoted on or just knowing that like, oh my God, they feel the same way, too.

00;30;40;04 - 00;31;07;02

Anastasia

That is so true. I feel strongly that even because we have designers come and we'll talk about things we haven't even said, what Design Camp is it? We will talk about that. But we have campers who have not yet started their business all the way through, people who have been in business for 15 or 20 years and everybody obviously takes away different, different information and finds different levels of values throughout their sessions on the four day experience.

00;31;07;02 - 00;31;30;09

Anastasia

But even our most senior designers that come, I hear over and over again that sometimes it's just really great to be validated. And if there are certain things that you're doing in business that you have been doing and we're saying, yes, we have tried a lot of different options and we agree that this is the best way. Sometimes you just need to know that, hey, you don't have to start over on something else.

00;31;30;09 - 00;31;47;27

Anastasia

Like it's just a great gut check to be like I am on the right path now. There's also tons of things that are like, Oh gosh, we've been doing this system for 15 years, but it's not the most efficient anymore. And now we have three other options presented to us that we can really investigate and find out what's the best fit for our firm.

00;31;48;02 - 00;32;13;14

Lindsey

Yeah, I mean, I think and I think that when, you know, when we were talking about this, about what we wanted, it was first and foremost, I think it was like building a community because I know how important that was for me. I had made really great designer friends on Instagram who kind of were my community. Instagram was my community, and I was able to reach out to them with any questions I had and they were very candid with me.

00;32;13;14 - 00;32;43;07

Lindsey

But I know that that's not the case with a lot of people. Even though I had a couple of people who were open, there were still so many that were closed off and I think that above all the education and kind of what you learned, the community that's built around Design Camp is really the most magical thing because like you said, it's kind of like with anybody who is either just starting or been in the business for 20 years, they kind of find their people at design gear, you know, hundred percent.

00;32;43;09 - 00;33;09;03

Lindsey

And we find our people at Design Camp. And it's just so nice that like we let everyone know, like, listen, we're going to be super vulnerable and we're going to let you know kind of the ins and outs. But this really only works with you guys. Also, let your guard down and are vulnerable too. And I think that's probably the biggest thing I think when I look back on like all the Design Camps, that's the biggest thing that people take away is that they have like friends for life, people that they can call after Design Camp.

00;33;09;03 - 00;33;44;04

Lindsey

They can like it. I mean, we have campers that go on vacations together. Yeah. Like they have their oh, we have some in Europe right now. There's a group of I think five or six of them who are in Europe right now on a trip when we were at Camp. So we just wrapped our spring 2023 session because that was two weeks ago now and we had campers from our first Design Camps, as in three years ago, that were currently on a reunion trip to Florida and there were 16 of them there and they all go together and everyone always goes to market together and round top together.

00;33;44;04 - 00;34;18;15

Lindsey

And there's just something so amazing about showing up to an industry event forever after and having not just familiar faces but close intimate friendships that you can just kind of pick up where you left off. Although I have heard that some of these groups are on a group text all day, every day, nonstop texting, and people have literally had to silence the notifications because they are that close and it's just being paying them nonstop like, yeah, listen, businesses can be really lonely, really lonely, especially if you don't have a team, you know?

00;34;18;15 - 00;34;45;24

Lindsey

And so I think that one of my favorite parts about Design Camp is just having the community and having to be able to walk away feeling like, Wow, I have people in my corner, you know? So we obviously go through based off of my unique retreat experience, I really try to make sure that Design Camp is very action plan hard facts like really jam packed with actual key information.

00;34;45;27 - 00;35;17;11

Anastasia

But even with that said, I still look at camp that 30% of the value is what Lindsey, myself and our teams put into it. And 70% of the value is what you learn from other campers and those friendships that you take. And so to those listening, I launched the podcast I guess last year to kind of get a little bit of that Design Camp feel and inside look into the industry on a more accessible, larger scale.

00;35;17;13 - 00;35;44;15

Anastasia

But I think what makes camp just really the next level is the fact that you can reply with questions, you can interrupt us at any point. It's a very casual and we like to have things interjected so that we can learn from everyone and to have those carved out moments where we do just allow for conversation with people that are in business the same amount of time as you, and then also with people who have been in business for way longer than you.

00;35;44;15 - 00;36;04;07

Lindsey

So you have a lot of opportunities to learn from different people. So Linds, at this point, I feel like we should actually explain what Design Camp is. And let's start by what it was when we launched with the Wayback. So you had come to me and said, Hey, I have this perfect place. I think you were. I can't remember how many you were working with.

00;36;04;09 - 00;36;21;18

Lindsey

And I remember coming out and I was like, Okay, I'm going to go on this trip to Austin. We're going to like, go to this place. We're going to kind of sit down and plan out everything. And the Wayback was just so perfect because it's this really beautiful little kind of bed and breakfast run by a mother and daughter.

00;36;21;20 - 00;36;42;24

Lindsey

And it's like little cabins. And I think it was between like 17 and 20 people that we had. I can't even remember. No, it sleeps 14 people like with some of our stuff, I guess. Yeah. So with us, yeah, we didn't even get to stay on property. We would slip back to my house every night and be back for breakfast at seven the next morning.

00;36;42;26 - 00;37;06;14

Lindsey

So, yeah, it was the little cabins and people would bunk up and now it was like very nice cabins, really beautiful. But it definitely was like summer camp vibes, grown up version. Yeah. And we pretty much had the whole place to ourselves. First, Lindsey and I were like, Well, we're going to teach all of us.

00;37;06;18 - 00;37;23;16

Lindsey

We're going to teach everything. I'm so frigging glad we don't do that. We're we're going to people and we and I can't even remember how we, like, really picked the topics, but I think we were just like, we need to talk about the client experience and at that time, kind of like what we were going through in our own business.

00;37;23;16 - 00;37;44;19

Lindsey

So for me building, I was building up this kind of client experience that we have now. And so you had obviously really helped me with that by building as an investment guide and all of these tools to help us create that client experience for our clients that really propelled us in getting the type of clients that we really wanted.

00;37;44;22 - 00;38;08;14

Anastasia

And so I know that we talked about that, we talked about trade accounts, we talked about marketing, we talked about systems and processes. Like, I mean, we tried to pack so much within the three or four days or and we would have dinners together. And I mean, we really just kind of spent we didn't leave the place like we did not leave and we still don't leave,

00;38;08;19 - 00;38;44;29

Anastasia

But it was so small and intimate. And I remember, oh my gosh, do you remember our first camp? And we just cried pretty much the whole time. The whole time. The whole time. And I think it was just like all of this, like work and like this dream that we both kind of realized we wanted to do. And it and the people that are at our first camp, I mean, they just hold such a special place because they believed in us, like they were the ones that said, yes, like I believe in you and I want to learn from you and I still get choked up because it's like, you know, sometimes, you know, you hope

00;38;44;29 - 00;38;58;00

Lindsey

you're doing it right and you go like, I don't know if this is going to work. And you just like putting it all out there and like, we were just like really putting it out there. I really felt that at the time and we just had the most amazing campers and the fact that we cried and they didn't.

00;38;58;00 - 00;39;16;22

Lindsey

I mean, maybe they did, but like, they did not let us know that that was crazy. But it was just so much fun. And it really made me realize, okay, we do like what we were feeling about the community and the sense of bringing people together and learning and just talking about business for 3 to 4 days.

00;39;16;25 - 00;39;41;07

Lindsey

That was like super confirmed by that camp. That was something to me. Yes. And meanwhile, at the Wayback, the venue was so great. But we literally Lindsey, I are schlepping concrete tables from one location to another to set up for dates. We were just doing so much work. Lexie there. And Erin, you had two of your employees.

00;39;41;07 - 00;40;16;06

Lindsey

Yes. And we were just, you know, if I had employees, if I knew, I probably had Katie at that point, but she was not there. So there were really only three or four of us. And it was, yeah, it was kind of a madhouse. But and so at the beginning that first one because we could only fit 14 people sleeping there, we slept off off property, We had a couple of people who were local who would drive in, so we had about 20 campers and the way Lindsey and I set it up is the only way we could make it at all sustainable financially is that we had to do two weeks back to back.

00;40;16;06 - 00;40;43;27

Anastasia

So each week was a different session, different campers, and we did that at the Wayback for. So we do three or four rounds at the Wayback. DID Well, you know, our first one was in February of 2020, right before COVID. Yeah. I mean we really, by a miracle got out and then we canceled. I think we canceled our October, we postponed October, and then we had a spring 20, 21 year.

00;40;44;01 - 00;41;03;10

Anastasia

And we did fall 2021 at the Wayback. And then we got to the point where, I mean, our camp was selling out in 5 minutes online. It was selling so fast and people were so eager to get to join. And Lindsey and I were like, This is so much work. It takes so much out of us.

00;41;03;10 - 00;41;22;27

Anastasia

And two weeks at a time is a big chunk plus, you know, six or eight months planning. So we were like, okay, how do we scale this without losing the magic of Design Camp? And that has been the biggest challenge in our trajectory of hosting Design Camp together. It was like, how do we make this something that's profitable?

00;41;23;01 - 00;41;42;13

Anastasia

I still wonder if we averaged out our hours and actually logged our time, it's not a profitable thing because we spend so many hundreds of thousands of hours planning each one. But just from a covering costs perspective, we knew that we needed to scale. And Lindsey had asked me, okay, well, if you could have camp anywhere, where would it be?

00;41;42;16 - 00;42;04;15

Anastasia

And I immediately was like, Well, literally, I could have it anywhere. I would want it at a Kelly Wearstler hotel, I'd want it at the proper place. And so we sent out well, Lindsey's team sent out RFPs, tried to get some numbers on things, and we started to look. After inquiring a few places, we realized, hey, the proper might not be out of reach.

00;42;04;18 - 00;42;28;19

Anastasia

And it was important for us that even though it wasn't going to be cute little cabins that the experience of when you come and invest in Design Camp, you're staying in a place that inspires seeing and beautiful and feels like a luxury and the proper definitely hit all of that but what made the proper in my opinion, the most ideal location for us to scale to was just the level of service.

00;42;28;19 - 00;42;52;13

Anastasia

I mean, the level of service at the proper is second to none. Why everyone there is just amazing. Like they really do a great job at picking their team. So once we figured out that we could make this work financially, we were like, Well, how do we keep the mystique and the intimacy of what Design Camp started as when we were just in those little cabins.

00;42;52;15 - 00;43;19;29

Anastasia

And we realized that by breaking people up into small groups of about 14 people based on years of experience, we could do rotations so that you can sit and listen to design presentations or systems and processes next to someone who's been in business for a similar amount of time. Are you? Not that your questions would always be identical, but they would be likely more relevant than sitting next to someone who just hasn't even launched their business yet.

00;43;20;06 - 00;43;42;21

Anastasia

And that way we could really cater each of those small group sessions to the group that we're speaking to. And in order to be able to do those five rotations, we brought in our teams and this is where I feel really we came to the next level at Design Camp because Lindsey has her team of designers doing the presentation on design presentations.

00;43;42;23 - 00;43;44;21

Anastasia

She has her

00;43;44;21 - 00;44;05;17

Anastasia

Director of Operations is teaching systems and processes of literally how she runs the business because as our businesses have scaled, we are not necessarily the people who are doing all of these specialties. And so we wanted to bring in the people who were doing the specialties. Yeah, I really think that that was probably one of the best shifts that we made.

00;44;05;17 - 00;44;23;13

Lindsey

I mean, obviously it was nice because we were bringing in people to help us right? At the same time. I mean, they're just like I said, like I am not technical . I did not go to school for that. So if someone asked me a question on CAD design, I would not be able to help because I don't do that.

00;44;23;15 - 00;44;49;13

Lindsey

So it's nice to be able to have our senior designers who teach the design presentation, who are doing the legwork of all of that, teach that program or that session. And we still teach sessions on pricing. So Anastasia and I cover pricing, we cover how to grow a team. So there are things that we are now more an expert in and our own business that speak to more than certain people on our team.

00;44;49;16 - 00;45;14;18

Lindsey

But I think that that's what was kind of scary to do at first. I know my designers are like, Wait, you want us to be your clients like they are troopers. They are so great to do that. But I think again, it just was such a great pivot and I'm just so glad it worked out. And I think that it was risky, but it really does pay off because I do think that it's really valuable to learn from the people who are doing that work every day internally.

00;45;14;20 - 00;45;46;09

Anastasia

Yeah, our team, the IDCO team, comes as well. And we have a session, a small group rotation on websites and copywriting and we have our lead copywriter there literally doing audits on your website, telling you the exact formulas to put in to write beautiful, eloquent copy. And you know, there's the saying that those who can't teach, I feel like Design Camp is the antithesis of this and says, no, we're going to learn from the people who are actually doing this and it's really special to be able to do that.

00;45;46;11 - 00;46;11;22

Anastasia

So now we've scaled and I want to talk about what Design Camp is now. So it is a four day experience. You check in about 1:00 in the afternoon at whichever property we're at. It's always going to be at a proper location either in Santa Monica, in Los Angeles or here in Austin this fall 2023. We will be back in Santa monica and then spring 2024 will be back in Austin.

00;46;11;24 - 00;46;33;23

Anastasia

And over the course of four days, we have six or seven different keynote presentations with Lindsey and I and then our celebrity designer guests, as well as the five small group rotations. And we have these beautiful dinners on the rooftop every night, as long as it's not raining, which it did in spring. And then we have dinners and a beautiful restaurant inside.

00;46;33;26 - 00;46;53;10

Anastasia

And the final day on day four, we have a nice guided implementation time where all of our staff that was teaching is now available to ask more specific questions. If you weren't able to get it answered. But I want to talk about what we're covering at camp, because every camp we pivot a little bit and some camps will pivot more than others.

00;46;53;12 - 00;47;26;06

Anastasia

And I feel like this spring we changed a lot up that will be carrying through, moving forward. We listen to people's feedback. Yeah, we ask our employees to ask everyone during dinner what they like, what they don't like, and we really take into account what people want to hear or maybe what didn't work. And so I always think that like the evolutions that we've had at Design Camp always come back from campers and, and our own review of what didn't work and what works just like how we do with the project and I'm sure you guys do too.

00;47;26;06 - 00;47;53;23

Anastasia

But I think that it's really important and I kind of like that we change things up a bit because it also brings people back because they want to learn about something different that maybe we didn't cover when they were the first time. Yeah, absolutely. We have about 10 to 15% consistently that are repeat campers that have been there a year before and implemented everything we were taught and they're like, I'm ready to hear it again so I can take out the pieces that maybe I glazed over the first time.

00;47;53;23 - 00;48;17;07

Anastasia

So some of the additions we have brought to Design Camp as of recently, the biggest one that I feel like is a total game changer and I feel really blessed that Brittney joined us is understanding your numbers and financial planning for interior designers. We have our CFO who specializes in financial planning and advice for interior designers, Brittany Vier, who came out and taught those small group sessions.

00;48;17;07 - 00;48;39;26

Anastasia

So you're sitting next to someone who's been in business for three years asking the same questions, because a lot of us started, our businesses right before COVID or in the boom of COVID and we're so swamped and so busy that sometimes you weren't able to actually look back and say, Well, wait, I need to assess this. What are my profit margins?

00;48;39;26 - 00;49;02;24

Anastasia

Where am I making the most money? Can I pivot my offerings to grow the most profitable sections of my business? And Brittany really breaks it down for us. Lindsey You want to talk us through design documentation, presentations like I said, our senior designers are teaching design, documentation and presentations. And this session what I really like is we kind of show you and walk through.

00;49;02;24 - 00;49;28;09

Lindsey

I mean, obviously designers like we're not teaching anybody how to design, right? But we're teaching how we are organized within our design and how we do client approvals, how we showcase the material selection, how we're doing client onboarding as far as homework, like what we've done to reduce the amount of revisions we go through and show you our spec book.

00;49;28;11 - 00;49;47;13

Lindsey

And one of the things that I really, really wanted to do with Design Camp is that I really wanted to be able to show like our exact thing. So it's not just like, here's a copy of what our client homework looks like is literally what our client homework looks like and what we send to our clients.

00;49;47;13 - 00;50;12;04

Lindsey

So same thing with the spec book and we really go through like from the time that they become a client to the time that we're installing and they go through that whole process and they're showing everything from how we do our presentation, how we grab feedback, how we do revisions, how we work with our proposals, how we do technical drawings, how we then present all of that to the contractor.

00;50;12;04 - 00;50;36;11

Lindsey

If it's a larger remodel or tear down, like I said, the spec book, and then how we kind of like wrap it up into a pretty bow and then how we are for that client with the design process. So another addition, or I guess you could say that we've just revised and made it really specific. We have tried dozens of different design softwares and obviously IDCO

00;50;36;14 - 00;51;17;00

Anastasia

We've worked with thousands of interior designers and I have kind of this amazing bucket of knowledge from not just what Lindsey has learned specifically in her business, but what all of our other clients have as well. And we've really dug in deep to teaching studio designer as your design software, and we are really excited to welcome studio designer to Design Camp to do very intimate, in-person small group session studio designer training where we can talk about the accounting side of the business, where we can talk about how to be tracking those numbers, how to be doing your proposals, how to turn those into purchase orders, as well as how to be bringing in your other

00;51;17;00 - 00;51;44;26

Lindsey

overhead expenses so that a studio designer can truly be your one and only accounting software. While it's also your project software. That's been really exciting because they obviously know a lot more about it than we do. And I feel like we learn so much from every time we get to talk to Robert and the team. Yeah, and you know, it was really important to bring them on or to talk about them because obviously we had made the switch a couple of years ago from Ivy Houzz Pro to City Designer before we were talking about Ivy and how we use that.

00;51;44;28 - 00;52;15;29

Lindsey

And when we go through our system and process session, we are talking a lot about the software systems that we use. So it only made sense to bring them on, really be able to like deep dive into that because, you know, like you said, there's so many different software systems and as a designer it's not the end all, be all, but it's definitely, for me, the biggest improvement that I've made in my business from when we switched, like, I can't know, I'll talk about Studio Designer all day long again.

00;52;16;02 - 00;52;46;09

Lindsey

So behind the product and what it's done for us. But yeah, I think it was really important to bring it on because it is hard software. It's not hard, it's just a learning curve and learning about it. So it's nice to bring on that professional that Robert is the guy who set up our company within Studio Designer so he's so knowledgeable and so it made so much more sense to have him there rather than me kind of just teaching what I've learned in the last year.

00;52;46;16 - 00;53;06;24

Anastasia

Right. And moving forward, we're switching that from a general keynote with the entire group to the small group sessions where you're going to get an even more hands-on experience. So then we talk about portfolio and website audits. I think that's really important, obviously here at I.T. So we do branding and web design, both template and custom versions for interior designers.

00;53;06;24 - 00;53;36;18

Anastasia

But I think when someone already has one implemented, it can be really hard to find someone who's willing to guide you through what you've already built in versus saying you have to start from scratch. So I really love that session and I'm grateful for our team to be there to teach that. One of the keynotes that I mentioned that Lindsey and I do together is pricing for interior designers, and it's so amazing to sit there with our group of usually about 70 campers and ask to raise your hand if you are charging $100 or less.

00;53;36;23 - 00;53;55;01

Anastasia

Raise your hand if you're charging $150 or less. And we go through and you can see this general pool of who's charging what, how much they're charging so that you can quickly say, hey, there is clearly room for me to raise my rates. I think that's really amazing. And then Lindsey just breaks down her three part process of pricing.

00;53;55;06 - 00;54;15;22

Anastasia

Again, I'll have her episode links in the show notes here for you. But it's just brilliant the way that she does it for the most clean, clean for the client, clean for you internally process possible, but also make sure that there's nothing you're paying for out of pocket. And that's just a mistake we see a lot of designers make where they are paying costs.

00;54;15;22 - 00;54;40;29

Lindsey

That is definitely a client cost, and she's really eloquently outlined that for us. Yeah, and I love that this year we brought in a copy of our actual proposal that we provide to our clients. Think the proposal building is such a stressful task to do. I actually get a lot of DMS from designers who are like, I have this project and here's the scope and am I pricing that out?

00;54;40;29 - 00;55;00;21

Anastasia

Right? And I just love that we really go in depth about what we include on the proposal and how we price it and that the tips and tricks that we do to make it not so overwhelming for the client. And because that is really like the first impression right? So I love that we provided that this time.

00;55;00;21 - 00;55;24;13

Anastasia

And one of my favorites that I actually got to teach this time around because Katie was on maternity leave was our system and process session, which we really just go through our whole kind of from client experience down to client off boarding. We do a real big deep dive into the procurement phase and we show you our process chart.

00;55;24;14 - 00;55;49;28

Anastasia

We show you again everything that we use in our business to make things organized. And we talk a lot about the things that didn't work and why we changed it to implement new things. And we talked about the things that were super successful. And this is where we showed a lot about studio designers because we're obviously talking a lot about the procurement, but it was a hefty session, I will say.

00;55;50;00 - 00;56;11;21

Lindsey

But I always thought it was nice because it was the first time I really taught it. I obviously did it like put it together with Katie, but she usually teaches it and it was so nice to really see how people just like, soak up that information because yeah, because it's not taught at design school. Even if you did get your degree in this, like this is not the information they're teaching you how to be an interior designer.

00;56;11;21 - 00;56;42;16

Anastasia

They aren't teaching you how to run an interior design business and the business of that. And I know when I was getting feedback from campers who like Lindsey Session was or in the future, Katie session is just mind blowing. I know everyone's always like, I want a Katie, I need a Katie. I’m like, you can't have her! Not available. So then we have a general keynote with Caroline Pinkston who is our director of PR and she handles PR for dozens of interior designers around the country.

00;56;42;23 - 00;57;01;07

Anastasia

And we talk about PR and marketing and the shifts that are constantly happening. We touch on social media there as well, but we have a specific session on social media which is so helpful for people because like, what is the latest and greatest? What is happening on Instagram? Do I use hashtags? Do I not have all of those things that are constantly pivoting?

00;57;01;07 - 00;57;25;08

Anastasia

And then one that we've added most recently also is growth strategies. And what we mean by that is how do you grow your team with bodies and also how do you grow your business from a financial side? Things through getting the deepest discounts from your trade vendors and how to get the biggest profit margin with your markup. Yeah, I really like that one.

00;57;25;08 - 00;57;50;04

Lindsey

And obviously didn't do that in the beginning because I felt like I couldn't really speak to a lot of it because I wasn't really a leader or quote unquote boss at that point. I had one employee and so I felt like, you know, that was one that was nice to wait on a little bit. And really that's the one I think that we opened up a lot really with because we talk about being a leader and how to be a good leader.

00;57;50;04 - 00;58;10;23

Anastasia

And that's a lot in our work. And we've and now we've kind of combined it with trade discount, growing your revenue too, because at the end of the day we're all here to make money and be successful. However you define success for you and so that is a one that I really love because it's also really interactive.

00;58;10;23 - 00;58;30;25

Anastasia

I think that when people talk a lot afterwards about their kind of ideas and gaining inspiration from other people's ideas, I know I have when we talk about it at dinner, so I love that one that we bring in. Yeah, I feel as though six or seven years into my business and going from me plus one part time person to now there's like 20 of us.

00;58;30;27 - 00;58;54;16

Anastasia

We talk a lot candidly about how you need to be very intentional with growing your team because once your team grows, it's really hard to scale it back and I shared a very recent, very personal struggle that we did have to scale back a bit and how incredibly difficult that is. And we just share how to make sure you don't have to go.

00;58;54;18 - 00;59;28;17

Anastasia

So it's just such a joy to be able to feel like I can talk about the things that are hardest in my business and talk about things that are killing it and things that, you know, my team loves me for and things that I'm really proud we were able to implement in our small business and the kind of policies we have for maternity leave and how we're able to give unlimited PTO and all of these different things that we can share how we're able to afford that as a small business, how we're able to make the decisions to bring that in, and how if you don't have the ability to afford certain benefits, what are

00;59;28;17 - 00;59;49;24

Anastasia

some benefits you can provide that don't actually cost you anything but mean a lot to someone's quality of life? Yeah, I think it's important to talk about the highs and lows for sure. So wrapping up, I know when do you have to hop off here, but we are super excited to announce our next Design Camp, which will be happening this fall, October 23rd to 26th at the Santa Monica proper.

00;59;49;24 - 01;00;12;08

Anastasia

And I am dying over our keynote speaker lineup, which we didn't even touch on. That's something we brought in to bring in our celebrity guests, which has just been so exciting personally so exciting, you know? I mean, I know, but we're so excited to be welcoming. Bria Hamill in Lindsey said that the Bria podcast episode was her favorite ever.

01;00;12;15 - 01;00;38;19

Anastasia

It felt super, super personal to her as she just recently moved in, expanded her show room. We have Susanna Simon Pietri of Chango and Co coming, who is just this, just the coolest modern, beautiful style within the expansive team. She has over 20 employees now. Caitlin Flemming will be joining us and we'll be celebrating her latest book launch at Design Camp, which is such a treat for us to be able to do.

01;00;38;19 - 01;00;57;09

Anastasia

And we always, always, always like to weave in quite a few surprises. So you never know who's going to show up at Design Camp to come say, Hi, Lindsey. Thank you so much for going down this memory lane. I'm super proud of us for not crying throughout the whole thing. I know it was nice to look back on like ten years, how we started, where we came from and what we're doing now.

01;00;57;09 - 01;01;23;19

Anastasia

And I mean, it's only been three years really that we've been putting this on. And I, you know, I hope that it continues. And I just I really love that we were able to kind of like sit back and kind of take a look at the success of Design Camp and what we're doing, because I do feel like it's such a special event, and I've said this after every camp, we say this over and over how lucky we are to view, able to do this and to experience it ourselves.

01;01;23;19 - 01;01;48;15

Anastasia

And I, I just feel so lucky and blessed to have you in my life and that we're doing this. And, you know, it's always nice to be able to take a beat and like, look at your own kind of journey, which, you know, we never really do know. So this is such a treat for me. We feel like every camp as we get closer, I'm pulling my hair out and I'm like, This is it.

01;01;48;15 - 01;02;08;24

Anastasia

We're not doing it again. This is so much work. And then as the week wraps up and people are walking up to us with tears streaming down their face, seeing how their life has been changed in four days is the most fulfilling passion project I could ever imagine. And there's just no one in the world that I could ever do this with besides Lindsey.

01;02;08;24 - 01;02;31;19

Anastasia

So thank you for carving out some extra time for me today. I know you're over me. After we just went through camp, I will talk to you soon and tickets are now on sale linked in the show notes here for you. So we will see you in October. Lindsey. See you then. Thank you so much, Lindsey, for joining me today.

01;02;31;19 - 01;02;58;23

Anastasia

As we chatted down memory lane as a reminder, design tickets for Fall 2023 are now on sale. The four day inclusive business retreat will be hosted at the Santa monica proper October 20 through 26, with keynote speakersBria Hammel, Chango and CO and Caitlin Flemming. We are so excited to bring you more jam packed information than ever before and we hope to see so many familiar faces again.

01;02;58;26 - 01;03;22;29

Anastasia

You can purchase your tickets at the link in the show notes and make sure to get on the waitlist because the event sells out quickly. We'll be back in Austin in spring of 2024 and fall 2024 will be back in Los Angeles. Until then, I'm your host, Anastasia Casey, and this is the interior collective.

Episode Details

After years of light, bright, and airy design trends, we’re finally seeing the industry embrace color, pattern, and vintage goods in a big way. Today’s guest has always used these features thoughtfully, in a way that feels collected, warm, and full of character. Becca Casey of Becca Interiors is joining me to dig into two really critical topics for running an interior design business. From walking us through sourcing all the things, to the systems and processes required for contractors and builders to execute her beautifully nuanced designs, Becca is so generously sharing the details in this jam-packed episode. 

In this episode, Becca and I discuss:

• How to use color and pattern with intention
• Reliable sources for quality interior furnishings
• How to find the right trade partners
• Which items are best to source from trade partners
• How to ensure a vintage piece is authentic and high quality 
• Tips for building relationships with vendors and artists
• The best practices for working with contractors and builders
• How to foster close working relationships with builders and contractors
• And more!

Software + Services

IDCO Contractor Welcome Guide

Paint + Wallpaper

Farrow & Ball

Benjamin Moore

Bennison Fabrics

Lewis and Wood

Antoinette Poisson

Cabbage & Roses

Antique Flea Markets

The Annual Cotswold Art & Antiques

the Shepton Mallet Antique Fair

Arding Antiques and Collector Fair

Déballage Flea Market

Use code ‘BONUS15’ for 15% off sitewide at idco.studio

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

You can follow along with Becca on Instagram, discover more of her work on her website, and shop her curated home decor at Ayr Barns.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Episode Details

In an industry where your look literally defines your brand, the pressure to find your signature style can be overwhelming. Defining your look in spite of trends can be critical to the success of your studio and crucial to attracting your ideal clients. So what happens when your look starts trending? Can you still stand out in a sea of lookalikes? Today’s guest is helping us navigate all of those questions and more. Kate Abt of Kate Abt Design opened her studio over a decade ago and immediately established her iconic aesthetic–timeless, collected, and livable. With her English roots and California influences, she’s found the beautiful balance between classic and effortless interiors, despite the ebbs and flows of design trends. 

In this episode, Kate and I discuss:

• How to identify your signature style
• How interior design trends evolve over time
• Which elements in a design are important to remain timeless
• How to combat the pressure to follow trending styles
• Finding the balance between fresh design and trending design
• Tips for attracting your ideal clients
• And more!

Mentioned in This Episode:
The Expert

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

You can follow along with Kate on Instagram, Pinterest, and discover more of her work on her website.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Episode Details

Things change rapidly in marketing and keeping up with where, how and when to show up is more than a full-time job. But one thing that's become abundantly clear the last few years is that video reigns supreme across social platforms–and it's not going anywhere anytime soon. If you’re an interior designer and struggling to find the time and budget to dedicate to creating elevated video content, we’re addressing all of those concerns in today’s episode. Digital creator, designer, and interior stylist, Arvin Olano, found his second career through the launch of his incredibly successful YouTube channel in 2020. Now, with over 361,000 subscribers following his journey, he’s cracked the code for navigating the logistics of video production for interior designers. In today’s episode, Arvin is generously walking us through creating an editorial calendar, content planning, tips for outsourcing, monetizing video content and so much more.

In this episode, Arvin and I discuss:

• Why video content is valuable for interior designers 
• How to make the most of a film day
• How to create an editorial calendar
• Best tips for getting comfortable in front of a camera
• YouTube best practices 
• How to push through creative burnout
• The importance of trends in video production
• And more!

Mentioned in This Episode:
RUGS USA Collab

Vlogging Camera

Final Cut Pro Tutorial
Video Editing Terms

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

You can follow along with Arvin on Instagram, YouTube, and discover more of his work on his website.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Episode Details.

It’s no secret that the interior design industry can be one of over-consumption, unnecessary waste, harmful toxins and unsustainable resource harvesting. However, we believe that sustainability should be at the forefront of every project. In today’s episode, I’m chatting with LEED AP and GREEN AP interior designer Laura Hodges about how she implements more sustainable practices in her design business. Laura is taking us through her technical education in environmentally conscious interior design and how she puts it into practice in her design work. 

In this episode, Laura and I discuss:

• How to forge a path to sustainable design
• How sustainable design impacts a home’s livability
• How to encourage clients to accept ethical design
• Best practices for repurposing and reusing materials 
• Which elements of interior design work are well recycled
• Impactful sustainability practices interior designers should implement 
• And more!

Mentioned in This Episode:

U.S. Green Building Council / LEED Website
Sustainable Furnishings Council / Green AP

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

You can follow along with Laura on Instagram, and discover more of her work on her website.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Episode Details.

In this economy, turning away potential clients seems unrealistic, but it’s the only way to make room for your target audience. In today’s episode, interior design brand strategist, Renee Bush, talks us through identifying your ideal clients and positioning your brand to reach them. Renee has helped top designers like Studio McGee, Light & Dwell, and Boxwood Interiors with her proven strategy for identifying the unique differentiator that sets every interior designer apart from the rest. In this episode, we’ll help you identify your ideal client, personify them, and curate your services to both attract and serve them at every stage of life. 

In this episode, Renee and I discuss:

• How to best identify your business goals
• What an ideal client means to an interior designer
• Why identifying a target audience is valuable 
• The purpose of finding your unique differentiator
• How to find your unique differentiator 
• 5 key steps to identify, clarify, and target your ideal clients
• And more!

Mentioned in This Episode:

Light & Dwell

Studio McGee

Boxwood Ave Interiors

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

You can follow along with Renee on Instagram, and discover more of her work on her website.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Episode Details.

The reality is that styling a home for your clients is different than styling for a photoshoot. What looks beautiful in person might not exactly translate over camera. If you want to put your best foot forward on camera, online, and in-person, today’s guest has mastered it all. Carley Page Summers first explored her love for interior design through photographing and styling spaces. Now, she brings her refined editorial eye and skill for crafting a visual narrative to her interior design projects and her work is simply unmatched. Today, Carley is walking us through the key differences between styling interiors for photo, video, and lifestyle applications. 

In this episode, Carley and I discuss:

• How different art forms can inform and inspire interior design
• The primary differences between interior design and interior styling
• Skill sets required for interior styling, photography, and design
• How to style spaces for lifestyle applications
• How finishes and materials evoke emotion
• Tips for a positive collaboration between designers and stylists
• How to successfully prepare for a photoshoot
• The anatomy of a perfect shot list
• Capturing interiors on photo and video
• And more!

Mentioned in This Episode:

Virtual Design Services on The Expert

Book - Sacred Spaces

River & Bord Collection

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

You can follow along with Carley on Instagram, and discover more of their work on her website.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Episode Details.

Love it, hate it, or maybe a little intimidated by it, the role of social media in the interior design industry cannot be ignored. While some designers landed their first big project through their extensive Instagram following, others may find the fickle algorithm, the constant demands of the platform, and the thought of showing up on camera less than appealing. If you don’t aspire to expand from interior designer to lifestyle influencer, is it still worth the effort to show up on social media? And if so, how? 

Today’s guest, Susana Simonpietri, Creative Director and Founder of Chango & Co., has over 286k followers and was one of the first interior designers to see Instagram’s marketing potential when the platform first launched. Despite overseeing a wildly successful interior design studio made up of a team of almost 20 individuals, Susana still runs Chango & Co.’s Instagram entirely on her own! Today, she is generously sharing how her studio shows up in such an authentic, successful, and sustainable way on Instagram, and we’ve got a lot of ground to cover. 

In this episode, Susana and I discuss:

• Which social media platforms interior designers should invest in
• How to balance social media and running a business
• Creating and maintaining an editorial calendar
• Social media tools for interior designers
• How to review social media analytics
• Sustainable engagement strategies for designers
• Managing dms about product sources
• How to find a community on social media
• Best practices for using Instagram engagement tools 
• How to budget for content creation
• How to curate a grid that showcases your aesthetic 
• And more!

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

You can follow along with Chango & Co. on Instagram, Pinterest, and discover more of their work on their website.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Episode Details.

We’ve all heard the age-old saying, “The kitchen is the heart of the home,” and oftentimes it’s also the top priority for interior design clients. Today’s guest has dedicated her business to the art of custom cabinetry and kitchen design and with over 15 years of experience, she has a lot of tips to share. Tanya Smith-Shiflett, owner and founder of Unique Kitchens & Baths, has seen and thought of everything when it comes to balancing form and function in these well-loved spaces. IDCO Studio has worked closely with Tanya on a number of projects and I recently had the pleasure of working with her and her team to bring my dream kitchen to life. Working with Unique Kitchens & Baths has been proven invaluable time and time again and I’m so excited to share a fraction of Tanya’s knowledge with you today. 

In this episode, Tanya and I discuss:

• Starting a business from the ground up
• Diversifying business services as your business grows
• The behind the scenes of creating custom cabinetry
• Managing accelerated project timelines
• Life-changing kitchen functionality hacks
• Upcoming kitchen trends
• How to work with UKB as an interior designer
• How to estimate pricing for detailed projects
• Managing client budget expectations
• And more!

CONNECT WITH TANYA 

Website

Instagram

Virtual Design Services

Showrooms

The Austin Tudor Kitchen Design Process

The Latest Austin Tudor Kitchen Update

CABINETRY COLLABORATIONS

Lauren Liess

Lauren Liess Podcast Episode

Light & Dwell

Light & Dwell Podcast Episode

Storie Collective

Zöe Feldman

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Episode Details.

In a post-pandemic world, distance design has become increasingly popular, especially considering the opportunities social media brings to discover designers all over the world. Today’s guest, Julia Miller of Yond Interiors, has perfected the art of high-end distance design and an expert client experience. 

Yond Interiors is a boutique interior design studio based in Minneapolis, yet serving clients all over North America. Julia’s interiors have been nationally recognized, for good reason, and she has so much knowledge to share with us today. 

In this episode, Julia and I discuss:

• Rebranding an interior design business
• Expanding and hiring a team
• How to work with clients
• Breaking into distance design
• Balancing in-person and distance design projects
• The impact of social media on client inquiries
• What’s included in full-service distance design
• How distance design differs from local projects
• How to vet long-distance inquiries
• Pricing for long-distance client consultations
• How to get proper plans from a distance
• Presenting to long-distance clients
• Deliverables for distance design
• Arranging and billing for site visits
• How to prep for a long-distance install
• And more!

Mentioned in This Episode:

Shore Creative

Growing Your Team with Marie Flanigan

Website Templates for Interior Designers

Design Camp

Better Homes and Garden’s Home Tour

Tips to Getting Published

Design Spec

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.

You can follow along with Yond Interiors on Instagram, and discover more of their work on their website.

SHOW NOTES

The Interior Collective: Website

IDCO Studio: Website | Instagram | YouTube

The Identité Collective: Blog | Instagram | YouTube

Design Camp: Website | Instagram

Episode Details.

It’s no secret that the interior design industry can seem really saturated. Between Pinterest, Instagram and other social media platforms, inspiration is everywhere, making it all the more challenging to identify an aesthetic that stands out from the rest. Today’s guests are Aymee and Molly, the dynamic duo behind Light & Dwell, and they have truly mastered the art of distinguishing their brand and defining a signature style. Lately, I’ve seen them take their brand to new heights as they carry that signature style from physical spaces to digital platforms and beyond. In this episode, we’re getting a masterclass in leaning into a signature style as an interior designer and how to use that to differentiate yourself online.

In this episode, Aymee, Molly, and I discuss:

• How to work with a business partner
• Defining a corporate business structure with two lead designers
• How to define your signature style
• What influences design style evolutions
• How to intentionally elevate your brand over time
• How to evolve your style alongside your business
• How to navigate social media authentically
• The importance of a signature style when attracting clients
• And more!

Mentioned in This Episode:

Dada Goldberg

Dwell Well Furniture

Jake Arnold Podcast Interview

Nebraska Lake House Project

Design Camp

Thanks for listening to this episode of The Interior Collective. You can listen to our episodes on Spotify, Apple Podcasts, YouTube, or access all the show notes on our website.