Trade Tales

Los Angeles–based Christine Vroom answers a question from a fellow designer with a question about a project pipeline gone wrong. Vroom jumps in with advice on the importance of taking inventory of the hypothetical situations that could impact a design business, why her firm implements a “restart fee” for clients who need to push pause, and how to mentally prepare for the ebb and flow characteristi...

Hanna Li has created an infrastructure and recruited a team that allows her to thrive as creative director of her firm. From that vantage point, the Los Angeles–based designer is able to think big about topics like sustainability and longevity, and examine what it takes to embed them into the fabric of each project. Elsewhere in the episode, she shares how she’s measuring the carbon footprint of e...

Melissa Oholendt of Minnesota- and Colorado-based firm Oho Interiors answers a question from a designer who is currently interviewing candidates for her firm’s first full-time position. Oholendt jumps in with advice on how to reveal a candidate’s true ambitions, evaluating skillset through a key question and knowing when to call for backup.  LINKS Oho Interiors Kaitlin Petersen Business of Home Th...

Elizabeth Bennett and Mallory Robins found their better business half in each other—one favoring function, and the other taking the lead on form. In this episode, they share why they no longer use a client questionnaire, how they maintain a single brand voice at every touchpoint, and why a willingness to go all-in is their new criteria for incoming projects.  LINKS Jess Ebert Kaitlin Petersen Busi...

San Antonio, Texas–based designer Alison Giese answers a question from a designer who is interested in tweaking her presentation approach to inspire trust and cultivate hands-off clients. Giese jumps in with advice on the value of providing clients with curated choices, how to hone powers of observation during the intake process and why whole-home presentations help convey continuity—and give desi...

Jess Ebert received a flood of new clients a few years back—and soon realized that the abundance of work was doing the business more harm than good. As she pared down the pipeline, she brought the firm closer to its ideal clientele—and started to clear the path for her own transition within her firm’s workflow. In this episode, she also shares how she communicates her entire team’s value to client...

Oakland, California–based designer Chloe Redmond Warner joins the show to answer a question from a designer who is wondering if stronger systems could lend her firm a greater sense of professionalism. Redmond Warner offers advice on why an unstructured design process might miss out on the value-engineering phase, how to find the sweet spot between client responsiveness and total control, and why i...

Melissa Oholendt has guided her firm through some major changes in recent years, including opening a second office halfway across the country and the introduction of a new business partner. She explains how every step she’s taken is a building block toward a bigger vision. In this episode, she shares the business partner who helped her firm set its sights higher, the strategy behind identifying an...

Chiacgo-based designer Alex Kaehler joins the show to answer a question from a designer who has stayed busy as a team of one, but wonders what growth might look like for her small firm. Kaehler offers advice on how to grow your firm without increasing your workload, using social media as a lower-lift lead generator and why size doesn’t always equate to success. LINKS Alex Kaehler Kaitlin Petersen...

Dana Bergman Falcione and Erica Vassalotti had a surprising path to partnership. In this episode, they explain how they’ve come together—and how their workflow allows each of them to tackle their own domain within the design work while conveying a shared vision to clients. Elsewhere, they share what it takes to delegate decision-making, how they’ve divided their roles as co-leaders of the firm, an...

Dan Mazzarini, the founder of New York–based interiors firm Mazzarini & Co., joins the show to answer a question from a designer who wants to start sourcing antique and vintage pieces, but needs guidance navigating the purchasing process. Mazzarini offers advice on how to buy time with vendors while seeking client approval, what it takes to highlight an item’s top selling points, and why putting e...

Bryan and Mike Yates discovered that at the height of their firm’s success, their team’s morale was at its lowest. In this episode, they explain how that realization prompted an internal overhaul, setting in motion a structure that amplifies each employee’s strengths. Elsewhere, they share the low-overhead approach that got their business off the ground, the business consultant that inspired them...

DuVäl Reynolds, the founder of East Coast interior design firm DuVäl Design, joins the show to answer a question from a designer whose steady stream of clients has slowed down dramatically in recent months. Reynolds offers advice on how to spot early indicators for a slowdown in new business, adjusting your messaging to attract ideal clients, and the value of diversifying your firm’s offerings dur...

Evan Millard’s strategic approach to showhouses catapulted his firm to early success. In the years since, he’s flourished as a solo designer, pursuing new business opportunities and entering what he calls the “adult stage” of his firm’s aesthetic evolution. In this episode, he also shares how being a solo designer offers him room to grow in new directions and the value in being transparent with cl...

Victoria Sass joins the show to answer a question from a fellow designer who is hoping to land her young firm’s first magazine feature. She has a project she’s excited to share with the world—but finding press placement has been a challenge. The Minneapolis-based designer jumps in with advice on different approaches to working with a public relations agency, how digital placement can actually yiel...

Zoe Feldman got some surprising advice just as she was starting to feel settled in her business: While she thought she couldn’t afford to hire more employees, she was told that if she wanted to keep delivering a high level of service, she couldn’t afford not to. On this episode of the podcast, she shares why she’s introduced a scaled-down option to her design offerings for clients who just want go...

Kevin Isbell joins the show to answer a question from a fellow designer who reached out with the story of an order gone awry, and is now looking for advice on what it takes to make things right for clients while also holding vendors accountable. The Los Angeles–based designer jumps in with advice on vetting vendors, navigating expensive mistakes, and ensuring that the client’s experience comes fir...

Alvin Wayne spent years juggling a double career in luxury retail and interior design. But when the pandemic happened, he was hit with a realization: it was finally time to wholeheartedly pursue his passion for interiors. Now, he’s committed to crafting a firm that serves him best—between his penchant for shopping retail, his streamlined client vetting process and his growing social media presence...

Erin Gates joins the show to answer a question from a designer trying to establish boundaries with clients who requested revisions too late in the design process. Gates offers advice on the importance of documenting client communication to keep all parties accountable, the value of setting expectations early and how charging hourly can protect a firm in cases of revision. LINKS Erin Gates Kaitlin...

Richard Anuszkiewicz has been a rising star in the kitchen and bath industry since his design school days. He spent the better part of his career working within other design businesses—now, he’s starting a new era at the helm of his own. In this episode, he shares how he is developing professional extracurriculars outside of design, why he wants to be a chameleon for each client’s style, and why h...

Ashley Hughes joins the show to answer a question from a designer who is looking to reach the next level of clientele. Hughes, whose firm is based in Dallas, offers advice on the importance of auditing your existing clientele, how to create a rendering that reflects the client you want to attract, and finding the vendors that align with your ideal demographic. LINKS Ashley Hughes Kaitlin Petersen...

Lilse McKenna honed her craft under some of New York’s top design talents before striking out on her own. She learned from the best when it comes to systems and processes, but as the leader of her own firm, she’s also left room for her own creativity to run wild. On this episode, she shares how she honed her firm’s aesthetic and what it takes to find clients who are looking for her creative voice....

Designers Heather Fujikawa, Jean Stoffer and Grace Start joined host Kaitlin Petersen for a live episode of the show—recorded at the Four Hands showroom in Austin—to hear anonymous designer questions on topics like post-pandemic recruiting tactics, discussing price changes with clients in the era of tariffs, and expanding a firm’s client base to include out-of-state projects. The trio jumped in wi...

Ariel Okin’s early look at the industry inspired her to structure her business with a clear separation of the creative and operations teams. She also built a media empire, complete with a digital platform, a podcast and in-person events for design enthusiasts. On this episode, she shares how she stays open to new ideas, what it means to be a leader, a new experiment with delegating, and how writin...

Jenna Chused joins the show to answer a question from a designer who is looking for help when it comes to communicating with clients about tariffs. Chused, whose firm is based in Brooklyn, jumps in with advice on why she’s shifted her sourcing approach to shield her business from price volatility, how tariffs show up on her firm’s invoices and how early budget discussions prevent sticker shock fur...