In this episode of the To-The-Trade interior design podcast, host Laurie Laizure welcomes Los Angeles-based designer and Kitchen Design Innovator of the Year, Shannon Ggem. Shannon shares how her bi-coastal practice blends New England sensibilities, antiques, and California ease, and how she uses biophilic or dopamine-driven design to connect people to nature and the makers behind their homes.

Laurie and Shannon dive deep into empathy as a core business skill in interior design. Shannon explains how highly sensitive, empathic designers can almost read a client’s mind, and why that is both a gift and a trap. She walks through the specific language she uses in client management for designers, such as telling clients they cannot hurt her feelings and having couples rank choices on a scale to make decisions clearer and faster.

The conversation shifts into pricing strategies for designers and the fear many clients have around being “sold to.” Laurie pushes back on the big box narrative that designers are expensive middlemen, contrasting it with heavily marketed, value-engineered retail. Shannon opens up about her responsibility to vet factories, materials, and human rights, and why she refuses to sell low-quality products that will fail and damage trust.

They also tackle overdelivery, shaving hours, and how constant unpaid emotional labor leads to burnout and resentment. Real stories about showing 167 sconces, clients chasing dupes and bargain antiques, and brands navigating tariffs all highlight why the designer’s professional filter matters. Shannon closes by calling designers to clean up their business practices, educate clients upfront on budgets and fees, extend empathy to vendors and trades, and protect their own boundaries so they can keep serving at a high level.

Host Laurie Laizure and co-host Nile Johnson welcome Laura Umansky, founder of Laura U Design Collective, to discuss her path to becoming a renowned interior designer. Laura reveals how her Texas upbringing and early career experiences shaped her distinctive style and strong business sense. She shares practical insights into successfully managing both domestic and international projects, highlighting the value of structured processes, clear communication, and maintaining healthy client relationships. The conversation also touches on overcoming client conflicts, the importance of setting boundaries, and how travel continually fuels her creative inspiration.

Let's Talk High Point Market with Marisa Wilson, interior designer and author of The Cool Girl's Guide to High Point Market. https://www.marisawilsoninteriors.com... Marisa shares with Laurie Laizure and Nile Johnson showrooms she would not miss and how to hack market to get the very best out of networking, education and content creation.

In this conversation, Laurie Laizure from “To The Trade” interviews Elizabeth Scruggs, a general contractor and interior designer from Nashville with 30 years of experience in the industry. Elizabeth discusses her company, Superior Construction and Design, and its multidisciplinary approach to projects that range from new constructions to interior redesigns. The discussion highlights the challenges and rewards of being a female contractor in a male-dominated field and the relationship between building and design in her work. They talk about the importance of remaining focused amidst the overwhelming variety of new tools, apps, and trends in the industry. Elizabeth shares her strategies for managing social media effectively and staying on top of essential marketing tasks. They also explore how designers can enhance collaboration with brands and emphasize the significance of consistency and prioritizing fundamentals for long-term business success. The conversation concludes with advice on attending industry events and the value of fostering a supportive community among designers.

Join Laurie Laizure from To The Trade as she interviews Heather McManus from the Designers Collective. Heather shares her journey into the design industry, from her early struggles with learning disabilities to her education at Pratt and her first job in a workroom. She discusses her professional growth, her experience with high-end design, and the challenges she faced, including getting priced out by the internet. Heather explains the concept of the Designers Collective, a community focused on leveraging collective buying power and maintaining trust and professionalism among members. Watch to learn about the importance of education, networking, and community support in the ever-evolving design industry.

In this interview, Laurie Laizure from the Interior Design Community speaks with Abiola Amusan, founder of AV Luxury Design, about his role as a custom integrator for interior designers, specializing in home technology, automation, entertainment, lighting, and more. They discuss designers’ common challenges when integrating technology into their projects, the importance of early incorporation, and the advantages of customizing tech solutions to meet unique design needs. Abiola offers insights into emerging trends such as AI in home automation, the significance of wellness-focused design, and practical advice for both designers and integrators. Personal anecdotes and successful collaboration stories illustrate the value of seamless tech integration in enhancing client satisfaction and improving the overall design experience.

In this episode of "To The Trade" for the Interior Design Community, Laurie Laizure and Nile Johnson interview Irene Williams, a digital decluttering coach. Irene shares her journey from being an overwhelmed PR professional to becoming a coach who helps professionals manage their digital lives. She emphasizes the importance of reducing digital clutter to reclaim time, enhance mental clarity, and boost productivity. Irene provides practical tips like turning off phone notifications, utilizing cloud storage, avoiding over-organization, and stressing the significance of starting with small steps. She also discusses the emotional aspects of letting go of both digital and physical clutter and the broader impacts on reducing anxiety and fostering a more peaceful, creative life.

Laurie Laizure sits down with social media expert Peg Fitzpatrick to discuss powerful strategies for interior designers to shine on platforms like Pinterest and Instagram. From reminiscing about their early days on Google Plus to exploring modern tools like Canva and ManyChat, Peg shares actionable tips for creating content calendars, batching posts, and building a community around your design business. Plus, a sneak peek into Peg's new book, "The Art of Small Business Social Media: The Blueprint for Marketing Success." Perfect for designers looking to level up their social media game!

Welcome to the latest episode of To-The-Trade, where we delve into the transformative journey of Susan Hayward Interiors as it rebrands to Hayward Design House. Join host Laurie and co-host Nile Johnson as they explore the critical themes of personal branding in the evolving interior design landscape, the commitment to sustainability, and the innovative integration of AI into design processes.

In this episode, we discuss how Susan's business, born from a photography legacy, has evolved over 22 years to embrace both residential and commercial projects. Jillian shares her insights on establishing a strong online presence and the importance of collaboration in enhancing client experiences. We delve into the significance of biophilic design and the neuroscience behind creating spaces that promote well-being.

Tune in as we highlight the exciting next steps for Hayward Design House, from developing new product lines to optimizing client communication through digital platforms. We’ll also touch on the potential of AI and automation, the challenges of maintaining a personal touch in design, and the power of knowledge sharing within the design community.

Whether you're an industry professional or simply curious about the intersection of design and technology, this episode is packed with valuable insights and inspiration. Join us for an engaging conversation that celebrates the art of design and the future of the industry!

This video discusses the following:

• How Susan Hayward got into interior design (00:00:00 - 00:12:05)

• How Susan Hayward's daughter, Jillian, joined the business (00:12:05 - 00:17:15)

• The reasons for the name change (00:17:15 - 00:26:00)

• The process of the name change (00:26:00 - 00:31:00)

• The impact of the name change (00:31:00 - 00:34:00)

• Advice for other interior designers who are thinking about changing their business name (00:34:00 - 00:36:00)

Podcast Summary: Strategies for Growth in Interior Design

In this episode, Laurie interviews Maddie Landers, Interior Design Society and they explored ways to elevate marketing efforts and strengthen relationships in the interior design industry. They discussed strategies for promoting brands, such as hosting exclusive events, leveraging Pinterest, and integrating in-person showroom experiences. They emphasized nurturing brand partnerships, focusing on click-through rates over email open rates, and creating custom marketing plans.

To enhance the Interior Design Society (IDS), they highlighted expanding services to cover valuable topics like marketing, work-life balance, and business growth. Maddie shared IDS’s mission of supporting residential interior designers through education, advocacy, and business tools, while also spotlighting the success of IDS’s annual conference and social media storytelling.

Key industry trends included a shift towards client packages, productivity tools, and wellness for designers. The importance of personal branding, educating clients on luxury furniture, and targeting the right audience in marketing were also discussed. Laurie and Maddie encouraged designers to focus on client fears, frustrations, and desires when crafting valuable content and marketing strategies.

Finally, they shared updates on IDS’s virtual education programs, new website, and foundation supporting designers at all career stages, while celebrating the organization’s 50th anniversary success. The episode wrapped up with actionable advice on enhancing portfolios and creating impactful marketing content.

In this episode, Laurie Laizure and Nile Johnson from ‘To the Trade’ interview Swedish-American designer Christina Richardson. Christina shares her extensive interior design, construction engineering, and international business background. She discusses her transition from the mining industry in Sweden to pursuing a design career in the U.S., along with the cultural challenges she faced. The conversation covers her experiences across various U.S. markets, the influence of her Scandinavian heritage on her design approach, and her thoughts on balancing functionality with aesthetics. Christina highlights the importance of personalizing spaces to reflect clients’ personalities, managing international projects, the financial aspects of working in different countries, and the supportive community within the U.S. design industry. Other topics include sustainable design practices, design trends, the creative process, and Christina’s aspirations for the future, including her dream of designing a boutique hotel in Europe.

In this episode of “To-The-Trade”, hostsLaurie Laizure andNile Johnson interview Deb Barrett, an experienced interior designer who made the leap from the fashion industry to home design. Deb shares her journey from being a buyer for a major retailer to becoming an independent design entrepreneur specializing in window coverings. She discusses her roles in design education, consulting, and content creation for leading manufacturers. The conversation underscores the importance of finding a niche and showcases the profitability of specialized fields, such as window coverings. Deb also highlights her mentoring of emerging designers and the significance of storytelling within the industry. Additionally, she presents her DECO tours, which offer small-group luxury experiences for designers, including exclusive events and behind-the-scenes access to design studios. These tours provide unique insights and foster lifelong friendships among participants.

Host Laurie Laizure sits down with Lee Hershberg, founder of Design Edge, a traveling, invite-only trade event created exclusively for interior designers. Drawing on decades of experience with KBIS, High Point, and Las Vegas Market, Lee designed the event to close the gap between manufacturers and the many designers who can’t attend large markets.

Design Edge is intentionally smaller and more focused, making it easier for designers to connect with senior brand leaders, exchange feedback, and find new products without the overwhelm of large show floors. The event features three parts: brand booths, a Maker Stage for product storytelling, and an Education Stage with sessions on contracts, luxury clients, and profit growth.

Laurie and Lee highlight shifting from a “product” mindset to a “product partner” approach, fostering collaborative relationships where brands understand and support a designer’s unique needs. They share real-life examples of successes and failures, encouraging designers to come prepared to ask questions, provide feedback, and discuss what’s working and what’s not.

With stops planned across the U.S., Design Edge offers a high-impact, low-cost way for designers to source smarter, partner better, and ultimately grow their businesses.

Join Laurie Laizure and Nile Johnson from ‘To the Trade’ as they host a heartfelt conversation with Ben Warwas, the founder of Byben, an architectural firm specializing in hillside residential projects in Los Angeles. This episode explores the emotional impact of the recent fires on the community, featuring personal stories of loss and resilience. Ben reflects on his professional journey from fashion design to architecture, emphasizing his multidisciplinary approach and ongoing projects. The discussion also highlights the significance of community, collaboration, and creative problem-solving in the design world. Don’t miss this inspiring and insightful episode.

Join Laurie Laizure and Nile Johnson from To The Trade as she chats with Todd Howard Ezrin, the principal of Tobe DesignGroup. Todd shares his expansive journey from managing a small boutique design firm in Bethesda, Maryland, to handling international projects, including award-winning retail spaces. He opens up about the challenges and triumphs of scaling a business, maintaining vital relationships, and the significant impact of his philanthropic efforts. Discover his strategies for growing a design firm, balancing client-centric projects, and nurturing a company culture built on trust and community. If you're an aspiring designer—or simply interested in the design industry—this episode is packed with insights on managing a thriving business while making a meaningful difference.

Welcome to this episode of ‘To the Trade’ hosted by Laurie Laizure and Nile Johnson. We’re thrilled to have Meredith Huck joining us today. Meredith shares her journey from corporate software sales to founding her interior design business, House of Huck. We discuss her experiences, challenges, and successes in building a design business that balances livable luxury with coastal casual elegance. Meredith elaborates on the freedom and personal growth of being self-employed, the importance of communication with clients and contractors, and her upcoming renovation projects. She also offers valuable business insights and heartfelt stories, including having an ice cream flavor named after her! Please tune in to be inspired by Meredith’s passion for design and dedication to truly making her clients’ homes special. Don’t miss her tips on starting and running a successful design business.

In this episode, Laurie and Nile dive deep into the evolving world of interior design marketing, exploring the challenges and opportunities presented by AI tools, social media, and authentic storytelling. They share personal experiences on the importance of quality hardware, the role of designers as tastemakers, and the nuances of building strong industry relationships. The conversation also touches on creative strategies for promoting Bare Paint, Nile’s upcoming trip to Italy, and actionable insights for balancing professionalism with personal growth in the design community. Packed with inspiring stories and practical advice, this episode is a must-listen for designers navigating the intersection of creativity and business.

A dirty secret in design is that an interior designer will invest their own personal time and money into a project for clients. They want the project to be beautiful. They want their client to love their work. The passion designers put into a project is on the same level as most other artists. When you look at a designer's project, you get a peek into their soul. In this podcast, we talk about the problems that exist in the client-designer dynamic because of this and how designers can set boundaries but do what they love with all their heart.

Laurie Laizure andNile Johnson from theInterior Design Community hostJoy Maier, founder ofAspiring Home Interiors, in an engaging discussion about blogging for interior designers. Joy shares her journey from event planning to managing a full-time interior design firm and blogging for SEO success. They explore the importance of utilizing blogging and social media for business growth, the evolution of platforms like Google Plus and Pinterest, and the significance of consistency and authenticity in content creation. They also talk about overcoming the challenges of SEO, using AI tools like ChatGPT for content optimization, and strategies for monetizing blogs through ads and brand collaborations. The conversation emphasizes the value of community support, continuous learning, and the long-term impact of meaningful content.

Laurie Laizure and Nile Johnson talk with Shelly Hudson, founder of Hudson Home, about her journey from corporate design to running her own studio. Shelly shares lessons in managing client expectations, pricing with confidence, and creating deeply personal spaces. She also discusses mental wellness, the significance of community, and finding balance in a purpose-driven design business.

Rebecca Plumb and Shaun Crha of the Hot Young Designers Club join To-The-Trade to share how a chance meeting turned into a podcast that now supports a broad audience of interior designers. What started as a friendship and support system became a business during the pandemic, and they’ve navigated everything from burnout to business structures together.

They reveal how their podcast grew from casual Zoom recordings into a platform that offers honest, unfiltered conversations. The pair emphasizes the importance of designers having a community, especially when working alone, and how their honest friendship helps others feel seen and understood.

They also discuss the challenges of growing pains in monetization, hiring assistance, and managing client expectations. Audience feedback has been incredibly supportive, with many listeners crediting the show for helping them through burnout and business doubts. Topics such as setting boundaries, raising prices, and building confidence in business decisions are fan favorites.

A notable segment focuses on the controversial topic of photo copyright and the inequity designers face with usage rights. The duo advocates for fair contracts and transparency. The episode highlights the significance of community, vulnerability, and treating design as a professional discipline.

Join Laurie Laizure and Nile as they chat with their guest, Maria. They dive deep into discussions on AI's impact on the interior design industry, highlighting ethical concerns, best practices, and innovative uses. This conversation covers everything from leveraging AI for enhanced productivity to the risks involved in not properly managing intellectual property. Laurie and Maria provide invaluable insights on striking the right balance between utilizing AI for better business outcomes and maintaining the authenticity and integrity of the designer's work.

00:00 Introduction and Personal Updates

00:15 Exciting News: Isabel's New Apartment

00:41 High Point Market Plans

01:00 Guest Introduction: Maria and Design Appy

02:43 The Impact of Technology on Design

03:30 AI in Interior Design: Opportunities and Concerns

06:15 Practical Uses of AI in Business

10:58 Ethics and Ownership in AI-Generated Content

18:34 Protecting Your Work in the Age of AI

28:56 The Hidden Risks of Sharing Your DNA

29:37 The Cambridge Analytica Scandal and Data Manipulation

30:43 Intellectual Property and Copyright Issues with AI

31:43 Using AI for Writing and Content Creation

33:54 AI in Voice Replication and Its Implications

36:02 Leveraging AI for Marketing and Branding

40:52 The Importance of Human Touch in Design

46:59 Best Practices for Using AI in Design

55:33 Concluding Thoughts on AI and Design

n this interview, Laurie Laizure of 'To The Trade' speaks with Denise Butchko about her transition from high-end closet design to working deeply within the natural stone industry. Denise shares her passion for natural stone and its unique beauty, sustainability, and role in design. The discussion covers trends in surface materials, safety considerations in fabrication, the importance of collaboration with fabricators and suppliers, and tips for designers to best educate their clients about natural stone versus manufactured options like quartz. Denise emphasizes the significance of community, continual learning, and connecting within the design industry.

Interior designer and HGTV alum Justin Q. Williams joins Laurie Laizure and Nile Johnson to discuss launching his design firm at 18, the power of social media, and building a personal brand. He shares insights into managing projects while filming on national TV, developing product lines, and fostering authentic relationships within the design community. Justin also discusses the impact of mentorship and his passion for design, which began in his childhood.

Laurie Laizure from "To The Trade" and Interior Design Community hosts Fiona Grunwald, a lighting design expert with a fascinating career transition from corporate HR to interior design in the U.S. Fiona discusses her journey, educational background, and passion for lighting design, emphasizing the impact of lighting on residential and commercial spaces. The conversation covers Fiona's approach to personalized lighting plans, the benefits of specialized lighting education, the challenges and solutions in lighting design, and the importance of considering both aesthetic and functional aspects. They also talk about the role of home automation in lighting and the collaborative relationship between designers, clients, and manufacturers. Fiona highlights the individuality of lighting needs and the evolving importance of lighting quality and design in enhancing overall well-being.

In this episode, Laurie from To The Trade for Interior Design Community sits down with Marc and Corey from Designer Advantage, a leading procurement tool and accounting software designed for interior designers. Marc, the founder, narrates his journey from being an accounting major in Boston to launching Designer Advantage, tackling the challenges of effectively managing an interior design back office. Both Marc and Corey explore the difficulties faced by designers, such as overwhelming administrative duties, and explain how their software solutions simplify over 100 steps involved in handling custom orders. They also discuss Marc’s role as a pro bono CFO, audit practices, and how Designer Advantage’s best practices have benefited numerous firms. Laurie highlights the emotional strain on designers and shares strategies for achieving work-life balance, nurturing client relationships, and enhancing profitability. Corey provides insights into their roles and how they work closely with design professionals to ensure success. Tune in for valuable data-driven advice on improving your bottom line and alleviating the stress of managing an interior design business.

Episode 44 of To-The-Trade features Ariene Bethea of Dressing Rooms Interiors Studio in a lively chat with Laurie Laizure and Nile Johnson. Known for her fearless use of color, love of vintage, and warm personality, Ariene shares her winding journey from HR to interior design.

She recalls the pivotal moment when redesigning her boss’s office revealed her passion for the trade, explaining why rigid design “rules” from school didn’t fit her style. After a stint at Bassett Furniture, she expanded her Etsy vintage shop into a retail store. While the shop attracted clients, not all shared her bold style, teaching her to only showcase the work she truly wants to do. They discuss client management, why “products lead to projects,” and why high-pressure sales tactics don’t belong in luxury design. Laurie and Nile encourage Ariene to consider writing a book that blends her maximalist aesthetic with a sustainable, anti-fast-furniture message. Ariene also previews her growing lampshade line and future lighting plans. The conversation is rich with business insights, design philosophy, and encouragement for creative entrepreneurs to stay true to their style.

Beth Dotolo and Carolina V. Gentry of Pulp Design Studios explain how they manage a firm across Dallas and Seattle, sharing goals, standardized processes, and similar revenue profiles. Their rule of thumb for hiring is straightforward: when leadership spends too much time on high-value design work, they hire or reassign to ensure the right people handle the right tasks. They prioritize investing in team compensation and career paths to maintain their culture and output.

Their main theme is building wealth beyond just fees. Instead of spending on flashy things, Pulp invests surplus funds into assets, like purchasing their Dallas building and a Palm Springs property they renovated into an Airbnb. The focus is on long-term stability, not quick fame. The showhouse segment also provides a creative perspective, where constraints led to memorable design features, such as a secret door and a moody lounge, which generated industry buzz and new business.

Decision-making is structured. Beth tends to approve, Carolina assesses feasibility, and both rely on documented five- to fifteen-year plans with a strategist. Operationally, the team is comfortable working remotely, using cloud-based systems and simple communication tools so both offices can support each other during workload spikes. The episode offers interior designer tips on partnership, pricing strategy, resource planning, and marketing through action, not just posting.

Filmmaker Jude Charles joins the To-The-Trade podcast to explain how docuseries content helps designers sell the real value of their work. Instead of chasing a viral post, he urges designers to create a human, long-form story that shows process, judgment, and personality, so clients start with trust. His journey began with a three-part series for a Pompano Beach designer who needed more than portfolio photos to explain his team’s value, and it accelerated after a project with LuAnn that highlighted a deep appetite for narrative in our field.

The strategy is simple: let prospects meet you before they actually meet you. Include the docuseries in your inquiry and consult the flow. This approach shortens the time to a positive response and smooths projects because clients already understand how you think and lead. Jude’s three rules of authentic storytelling—lived experience, emotion, and evidence keep the content honest and persuasive. He demonstrates this by sharing his own burnout and recovery story, including a parking lot emergency that redefined his identity beyond work.

A notable example is builder Brad Leavitt. Even with a solid platform, Brad needed to understand how a docuseries fit into his business. The series begins with his Father’s Day stroke, a human moment that garners attention and empathy before highlighting the work. Laurie notes that design is a high-stress, high-stakes service, and a docuseries can prepare clients to be patient when schedules slip, which helps with better client management for designers.

Laurie Laizure from "To The Trade" and the Interior Design Community interviews Anna Gibson, the founder of AKG Design Studio about her journey in interior design and managing her business while living with long COVID. Anna shares insights into her background, the initiation of her company, and the expansion of services beyond kitchen and bathroom design to include complete interior projects. She also discusses how chronic illness has affected her business, the significance of managing energy, and the importance of a strong support network. Anna highlights the necessity of delegation, self-care, and task prioritization to maintain business operations during difficult times. 

Shannon Ggem is a published designed from Malibu, CA and an expert on biophilia. Lets learn how to incorporate biophilia into your design business.

Designer and UA Designs founder Sarah Brohm joins Laurie Laizure on the To-The-Trade for real talk on process, pricing, and growth. Sarah’s nursing background shaped her bias for systems and client care, which shows up in selection trackers, job site codes, and contractor-first communication that keeps clients out of the weeds.

The firm averages about 15 whole homes per year, aiming to have the design complete by framing walkthroughs, then rolling right into furnishings. Their flat design fee is based on estimated hours multiplied by the studio rate and includes two revisions, with extras billed as needed. Fit checks up front ensure budget alignment and trust.

To guard margins, Sarah runs EOS and reviews invoicing, budgets, and profitability weekly. As expectations for CAD, SketchUp, Enscape, and Revit have grown, the team increases planned hours and runs periodic time studies so pricing stays honest.

Client experience is formalized. UA Designs offers a certificate of completion and price transparency guarantees, prioritizing rapport and a finish-line mindset.

The studio’s kitchens and cabinetry division reduces vendor fatigue and yields cohesive results by keeping a single visionary in charge of casework, finishes, and furnishings. Trade shows, lunch-and-learns, and monthly education keep the whole team sharp.

On AI, Sarah says designers should use it more effectively, especially to sync changes across platforms and to eliminate redundant tasks, freeing up time for design. Looking forward, she wants fewer projects with deeper scope, ultra-dialed installs, a larger studio, and, eventually, an integrated design-build offering.

On this episode of the To-The-Trade interior design podcast, host Laurie Laizure and co-host Nile Johnson welcome SEO pioneer Ross Dunn for real talk on how search is shifting for the trade. Ross explains why he prefers “answer engine optimization,” and how AI overviews assemble responses by fanning out to multiple queries, which reshapes how content should be planned. Designers should build topical hubs that cover the real questions clients ask, not just pretty pictures.

From the website basics, Ross and Laurie highlight common issues on design sites, such as missing service areas, thin project pages, and unlabeled images. They suggest including descriptive copy for each project, using meaningful file names, and adding human-readable alt text that benefits screen readers and search engines.

For local SEO, Ross emphasizes hyperlocal proof, such as community sponsorships and charitable ties, that generate authentic mentions and links. Social mentions can be influential, but platforms with restricted access are unreliable signals. Reviews, including video reviews, are powerful tools for building trust in the interior design business.

Operational must-dos for the episode include updating WordPress, maintaining 90-day rolling backups, testing contact forms monthly to prevent losing leads, and using Google Search Console since third-party rank reporting is now limited. GA4 should track conversions that represent genuine leads, not vanity metrics. For performance, Ross advises designers to use GTmetrix and emphasizes that speed keeps prospects engaged.

He also promotes his new SEO Grok resource and reminds listeners of his long-running SEO 101 podcast for ongoing learning. Designers seeking sustainable visibility should continue publishing case-study style project pages, include genuine words, and build authority gradually.

Laurie Laizure, Nile Johnson, and Phyllis Harbinger get practical about the business of interior design. Phyllis outlines her transparent purchasing model, where clients pay vendors directly, while her team manages the logistics. She charges a 35 percent cost-plus purchase management fee over net on everything. Her contract states she is not responsible for vendor malfeasance or damages, and if a replacement is needed, she manages it for the same fee.

She avoids the term “retainer,” opting instead to collect a defined design fee at signing, a choice reinforced by legal guidance that “retainer” can require refunds if projects end early. She also protects IP and has clients initial every page.

Day-to-day, Phyllis relies on daily team huddles, shared agendas, minutes, and Zoom recordings, which make approvals traceable and keep clients accountable. Design-wise, it is FFF, form follows function, with a deep understanding of how clients actually live and work.

Expect mindset gems too, from positive expectation resets to a reality check on TV budgets versus trade economics

In this episode of the To-The-Trade podcast, Laurie Laizure chats with Jenny Warner, founder of J Thomas Designs, about her evolution from a hands-on childhood in construction to leading a profitable interior design firm with confidence and clarity.

Jenny shares the pivotal moment she realized she was undervaluing her time, and how that realization helped shift her mindset around billing and profit. With 24 years of experience under her belt, she now advocates for designers to understand every layer of a project, from tile installation to taxes, and to never lose sight of their value.

Jenny also reveals how she intentionally built her team, starting with a bookkeeper and later hiring part-time help that suits her business rhythm. Her leadership style blends flexibility with professionalism and includes thoughtful touches, such as spa rewards after intense installations.

The conversation also touches on legacy planning and future growth. Jenny and Laurie explore how to refine your client pipeline, resist the temptation of vanity projects, and invest in the right kind of support for long-term success.

This episode is packed with candid insights and practical strategies for design entrepreneurs navigating the business of interior design.

Julie Sellers of @ellevatedoutcomes joins Laurie Laizure on the To-The-Trade podcast to talk about what really holds designers back from growing and how to fix it. From solopreneurs to firms with 25 employees, Julie shares why so many creatives become the bottleneck in their own business and what it takes to scale sustainably.

With a team of high-level strategists—including CFOs, COOs, and legal experts—Elevated Outcomes helps design professionals move from feeling overwhelmed to being organized, using systems and strategies that align with their personal goals. They explore pricing strategies for designers, debunk the myth of passive income through accolades, and explain why profit is not the same as salary.

This is a must-listen episode for any interior designer who aims to grow intelligently, not just extensively.

Laurie Laizure and Nile Johnson talk with Laura Thornton, a seasoned interior designer who transitioned from a potential law career into design, influenced by her family’s construction background. Laura emphasizes the challenges and strategies of staying profitable during uncertain economic times, focusing on financial acumen, thoughtful outsourcing, and clear client communication. She also provides insights from her Profit Academy, highlighting the importance of tracking numbers, avoiding being price-shopped, and building sustainable profits. Laura addresses marketing and branding, discusses the real impact of media exposure, and advises on managing burnout through effective delegation and prioritization.

Laurie Laizure sits down with designer Kevin Twitty to discuss his journey from math major to an interior design professional. They explore essential business strategies for designers, including mastering SEO, networking within the Interior Design Community, and building resilience when entering new markets. Kevin shares how authenticity, community support, and adaptability have been key to his success. Designers will leave this episode inspired to rethink their marketing strategies, nurture their professional networks, and build stronger businesses.

Join Laurie Laizure as she chats with Mia Johnson, a dynamic interior designer who transitioned from a corporate project management career to thriving in interior design. In this captivating episode, Mia discusses her early inspirations, the pivotal moments that shaped her career, and the importance of community and mentorship in the industry. Mia also shares valuable insights on project pricing, managing client relationships, and staying authentic while growing her business. Discover how Mia balances creativity with business acumen and learn about her plans to further engage with the design community through various multimedia platforms.

In this insightful discussion hosted by Laurie Laizure and Nile Johnson from Interior Design Community's To the Trade, Laurie and Nile interview Beth Greene, a veteran in product licensing within the interior design industry. Beth shares her extensive experience, having spent over 30 years at Cravit, leading their marketing efforts and managing her consulting business. The conversation explores various aspects of product licensing, including the importance of a well-thought-out plan, understanding both the designer’s and company’s perspectives, and the effort required to succeed in licensing deals. Beth emphasizes the value of presenting unique ideas to companies and grasping the elements of a successful licensed collection. Additionally, the concept of collaborations versus entire collections and strategies for designers to market themselves effectively are examined. Laurie and Beth also discuss the evolving industry landscape and the need for designers to leverage their accomplishments to create further opportunities. The session highlights the critical role of expert guidance in navigating the complexities of licensing and marketing within the interior design sector.

Join Laurie Laizure from Interior Design Community on a special episode of ‘To the Trade’. Laurie interviews Stephanie Lindsey and Jessica Nelson from Etch Design Group, based in Austin, Texas. They discuss their unique practice of balancing residential and commercial design, emphasizing their focus on creating beautiful and functional spaces. The conversation covers their experiences at the KBIS show, including exciting new products and trends such as AI-powered cabinetry and mixed finishes. They also delve into the importance of functionality in kitchen and bath design, the growing trend of warm tones and wellness features, and how technological advancements like smart home integration and AI are revolutionizing interior design. 

In this episode of ‘To The Trade,’ Laurie Laizure from the Interior Design Community and co-host Nile Johnson welcome the renowned Kimberly Seldon. They explore Kimberly’s journey from being a television producer to a successful interior designer, television presenter, and design industry coach. Kimberly shares her experiences with early setbacks, the critical importance of business systems, and how she now helps other designers achieve success while sidestepping the challenges she faced. This episode highlights the difference between operating a business and pursuing a creative endeavor while offering valuable insights into client relationships, project management, and achieving financial stability. It is packed with inspirational ideas and practical advice for interior design professionals.

Use promo code "IDCOMMUNITY" to save $50 off membership at https://businessofdesign.com

Laurie from IDC hosted an engaging conversation with Mary Douglas Drysdale, a renowned designer celebrated for her timeless and elegant designs featured on numerous magazine covers. During this discussion, Mary shared her philosophy on timeless design, emphasizing the significance of historical architectural styles and functionality. She reflected on her influences from growing up in Virginia, among its remarkable architecture, and recounted her inspiring grand tour of Europe.

Mary also discussed her thoughtful approach to client collaboration, highlighting how she weaves personal stories and emotions into her designs. One pivotal project in her career involved an important art collection now housed in the Hirshhorn Museum, showcasing her belief in considering every detail.

Additionally, Mary expressed the necessity of adapting to modern technological tools in design while upholding a traditional, client-focused methodology. Her insights on her legacy reveal a commitment to high standards, mentorship, and a potential book publication of her work.

Join Laurie Laizure, Nile Johnson, and John McClain as they delve into the evolving world of interior design. In this episode, they discuss the value of mentorship and coaching, the power of shared values in business relationships, and the importance of authenticity in building a brand. Discover insights into marketing strategies, task delegation, and leveraging AI for efficiency. Explore the creative process behind John's coffee table book, "The Designer Within," and hear exciting plans for app development to connect designers and brands. Packed with actionable advice and inspiring stories, this episode is a must-listen for designers navigating the modern industry landscape.

Join Laurie Laizure and seasoned bookkeeper Heather Randell as they uncover the financial side of interior design. With nearly 25 years of experience, Heather shares essential tips on managing client invoices, markup policies, and cash flow while emphasizing the importance of clear contracts and tax compliance. Learn how to protect your rights, streamline receiving processes, and forecast for a financially secure future. Whether you're just starting out or refining your processes, this episode is packed with actionable advice to elevate your design business.

Interior Design Talk with Kris Kennedy of LoudHouse Branding: Learn how to brand yourself and build a successful design business. Discover insights on:

• Personal branding: Define your strengths, attract ideal clients, and balance personal & professional identities.
• Market research: Understand your audience, research your niche, and leverage AI tools like Chat GPT.
• Branding consistency: Maintain a unified image across online platforms and social media.
• Content creation: Develop engaging content with SEO optimization and explore voice services.
• Google My Business & Reviews: Leverage Google for visibility, prioritize reviews, and attract local clients.
• Work-life balance: Manage your time effectively and achieve success without sacrificing personal life.

Featuring:

• Kris Kennedy: Branding expert and founder of LoudHouse Branding
• Laurie (host): Interior design professional and podcast host
• Michael Kaestner: Philadelphia-based interior designer (co-host)

Nile Johnson and I engage in an in-depth conversation about the latest trends and insights from High Point Market, exploring the innovative features of Roland DGA's new printer that creates stunning textured wallpaper. We also touch on the exciting developments at BDNY and highlight various upcoming events that everyone in the industry should be aware of. Additionally, we share some information about the tools and resources we are currently developing to assist interior designers in their business.

I had a fantastic conversation with Nile Johnson, discussing our upcoming projects and the future of interior design. We're both excited to be participating in several events at the upcoming High Point Market, including:

• Future of Design Expo: Designing Spaces for Neurodiversity (October 25th, 9:00AM-5:00PM): We'll be exploring the impact of design on the brain and how neuroaesthetics can be applied to create more effective and engaging spaces.
• Why Hire a Design Coach and Who to Trust (October 26th, 11:30AM-12:30PM): I'll be sharing my insights on the benefits of design coaching and how to find the right coach for your needs.
• Mastering Procurement to Maximize Profits (October 26th, 2:30-3:30PM): Nile will be discussing the challenges of procurement in the design industry and sharing strategies to minimize costs and improve profits.
• Interior Design Society’s & Mydoma’s Designer Social (October 26th, 4:00-6:00PM): This is a great opportunity to network with other designers and industry professionals.
• IDC High Point Market Tour with Sharon Sherman (October 27th, 10:00AM-6:00PM): Join us for a guided tour of the High Point Market with design expert Sharon Sherman.
• The Art of Negotiation- From Contracts to Closing Sales (October 27th, 2:30-3:30PM): Learn valuable negotiation skills from a pro to help you close more deals.
• Kravet Inc. Patio Party (October 27th, 4:00-6:00PM): Don't miss this fun social event at the Kravet showroom.
• Damn Good Designer with Cheryl Kees Clendenon (October 28th, 11:00AM-12:00PM): Join us for a session with Cheryl Kees Clendenon, who will share her insights on building a successful design business.
• Interior Design Community Social Gathering with Laurie Laizure & Nile Johnson (October 28th, 3:00-5:00PM): Come and mingle with us at our social gathering! This is a great opportunity to chat with other designers, ask questions, and network.

Beyond the market, we also discussed the potential of AI to revolutionize the design process. Nile is particularly excited about using AI to create personalized visualizations and recommendations for clients.

We also emphasized the importance of building strong relationships with clients and fostering a collaborative environment. Nile's expertise in this area is truly impressive.

Overall, our conversation was a great reminder of why I love this industry. It's a field that is constantly evolving, and there are always new opportunities to learn and grow. I'm excited to see what the future holds for both of us and for the interior design industry as a whole.

Laurie Laizure and Michael Kaestner interview esteemed interior design writer, Carl Dellatore about How to write an interior design book. What is involved? How long does it take? How much money do you make? How much do you invest? Do you need an agent? Images and copyrights. Promoting your book. The truth about the real payoff. Learn all this and more!

Slay the Paperwork Monster: How Contracts Can Empower Your Design Business (and Save You From Nightmares)

Ever dreamed of turning your design genius into a thriving business? Well, buckle up buttercup, because contracts are about to become your new BFF.

We recently sat down with Wendy Estela, a legal eagle with 24 years of experience wrangling contracts for small businesses, especially our fellow interior design rockstars. Let's just say, this episode of To-The-Trade with Laurie Laizure and Nile Johnson was bursting with valuable insights!

Why Contracts Are Your Design Dream Team

Contracts aren't just boring legalese - they're shields protecting you from project pitfalls. Wendy stressed that clear expectations with clients, set from the get-go, keep everyone happy (and out of court!).

Imagine this: a client signs on the dotted line, then BAM! The power dynamic shifts. Suddenly, deadlines get fuzzy and invoices go MIA. Contracts create a professional foundation, ensuring everyone's on the same page.

Taming the Contract Beast

Don't worry, contracts don't have to be a one-size-fits-all monstrosity. Wendy tailors them to your specific design magic, so you get the perfect fit.

Bonus Tip: Snag those dreamy project photos for marketing? Heck yes! But make sure your contract spells out who owns the rights to those stunning visuals.

Liquidated Damages: Your Secret Weapon (But Use It Wisely)

Ever had a client throw a wrench into your photoshoot schedule? Talk about a creativity killer! Wendy suggested a "liquidated damages" clause to discourage such shenanigans (especially for high-stakes commercial projects). Basically, it discourages last-minute changes that cost you time and money.

Independent Contractor vs. Employee: Know the Difference

Misclassifying someone can land you in hot legal water. Wendy shed light on the distinction between independent contractors and employees, so you can avoid any nasty surprises.

Confidentiality Agreements: Your Secret Weapon (Part 2)

Those design ideas are gold! Protect them with confidentiality agreements. This keeps your intellectual property safe, especially when collaborating with photographers or planning your business succession.

Employee Retention: How to Keep Your Design Dream Team Thriving

Keeping your design crew happy is key to success. We discussed strategies like clear contracts and even profit-sharing to build a loyal team.

Designers' Image Rights: Taking Back Control

What about protecting your own image, as a designer? Wendy and Laurie agreed that designers deserve control over their own photos, especially regarding licensing and copyright. They even floated the idea of a "designer's bill of rights" to establish industry standards.

Negotiation Ninja Training: Unleash Your Inner Powerhouse

Negotiation skills are like secret weapons for marginalized business owners (and let's face it, the design world isn't always sunshine and rainbows). Wendy shared tips on building confidence and using negotiation to empower yourself.

AI in Design: Friend or Foe?

The rise of AI in design is a hot topic. We explored how to maintain authenticity in portfolios (no AI-generated fakes!), while acknowledging the potential benefits of AI for generating realistic visuals. The key takeaway? Human creativity will always reign supreme, but education about AI is crucial for new designers.

The Future of Design: Collaboration is Key

The design industry is in for a wild ride with AI on the horizon. We discussed the importance of setting standards and creating a potential certification process to ensure the authenticity of human-created designs. Collaboration and ethical practices will be key to navigating the future of design.

So You Want More?

This blog post is just a taste of the design-business wisdom bombs Wendy dropped. Stay tuned for future collaborations between Laurie and Wendy to help you slay those contracts and build a thriving design business!