Claim OwnershipBusiness of Design® | Grow a Profitable Interior Design Business with Kimberley Seldon
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Business of Design® is the leading business training platform for interior design professionals. Our proven programs give you the systems and structure you need to run a profitable, process-driven design business.
Ready to build a business that supports your talent?
Join us at Business of Design®.
https://businessofdesign.com
Ready to build a business that supports your talent?
Join us at Business of Design®.
https://businessofdesign.com
478 Episodes
Reverse
Design doesn’t exist in a vacuum. It responds to real life — and sometimes, real loss. In this thoughtful conversation, Kimberley Seldon sits down with Megan Reilly, co-founder of WestEdge Design Fair, to explore how the role of interior designers is evolving beyond aesthetics and into responsibility.
They discuss how design shows up during disruption and rebuilding, why resilience and smarter material choices are becoming non-negotiable, and how industry platforms like WestEdge are adapting to support designers who want to do meaningful, relevant work without sacrificing business sustainability. This is not about burnout, martyrdom, or working for free — it’s about clarity, education, and community.
If you’ve been feeling the pull toward more impact but aren’t sure how to balance that with running a healthy business, this episode offers a grounded, honest perspective on what it means to be a designer right now — and how to step into a bigger role with intention.
What you’ll learn in this episode:
- Why design has consequences far beyond aesthetics
- How designers can contribute meaningfully during rebuilding and recovery
- What resilience, sustainability, and smarter material choices look like in practice
- Why in-person events and industry platforms matter more than ever
- How designers can expand their impact without diluting their business model
- Why education and community are strategic advantages — not “extras”
Your calendar can look reasonable and still leave you exhausted. Your team can be busy and still underperform. Your revenue can grow while your sanity quietly erodes. That disconnect isn’t a motivation problem — it’s a capacity problem.
In this episode, Kimberley Seldon sits down with financial strategist Megan Dahle to unpack why so many interior designers hit an invisible ceiling in their business without realizing it. Capacity isn’t about how much work you want to take on — it’s about how much your current business structure can actually support without degrading profit, time, or the client experience.
Together, they explore how decision load, responsibility, and constant context-switching drain capacity far faster than hours worked — and why adding more clients or more staff often makes things worse. This conversation isn’t about pushing harder. It’s about seeing clearly, identifying the real constraint in your business, and making calmer, more strategic decisions because of it.
If growth feels heavier instead of easier, this episode will help you understand why — and what to change next.
What you’ll learn in this episode:
- Why feeling overwhelmed isn’t a time-management failure
- How decisions, responsibility, and context-switching drain capacity faster than hours worked
- How to identify your real capacity ceiling without complex spreadsheets
- Why adding more clients or more staff often amplifies stress instead of solving it
- How understanding capacity reframes pricing, staffing, and leadership decisions
- Why protecting your attention turns time into a luxury product — without blindly charging more
After decades in business, many interior designers reach a quiet crossroads: Is this as good as it gets? In this thoughtful, grounded conversation, Kimberley Seldon sits down with Michael Abrams and Gina Valenti to explore what it really looks like to evolve a design firm after 25 years—without chasing trends or reinventing yourself for attention.
Michael and Gina share how experience becomes a competitive advantage when paired with clarity, alignment, and intention. From earning partnership and planning succession to protecting your reputation and learning to say no without apology, this episode offers a real-world roadmap for designers who are successful—but restless.
If you’re thinking about what’s next for your firm, your role, or your legacy, this episode gives you both permission and practical insight to design a future that can truly carry you forward.
What You’ll Learn in this episode:
- Why rebranding later in your career can be a strategic advantage
- How partnership is earned—not granted—inside a mature design firm
- What healthy disagreement looks like in long-standing professional relationships
- Why trust, not talent, is the true currency with clients
- How to spot red flags before they cost you time, money, or sanity
- Why saying no protects your brand more than saying yes ever could
Frustration in your design business isn’t a personal failing—it’s information. And if the same frustrations keep showing up in different forms, they’re not exceptions. They’re patterns.
In this episode, Kimberley Seldon unpacks the most common frustrations interior designers face—working nonstop yet feeling financially uneasy, absorbing problems instead of fixing them, guessing instead of knowing—and explains why these challenges persist even in “successful” firms. The issue isn’t talent, confidence, or effort. It’s operating without the systems that make a business stable, predictable, and sustainable.
Kimberley shares hard-earned insights from her own career, including why fixing problems with memory, vigilance, or hustle is exhausting—and why real relief only comes when frustration is replaced with structure. From financial visibility and owner compensation to capacity planning and decision-making, this episode reframes frustration as a signal that you’ve outgrown how you’ve been running your business.
If you’re busy, booked, and still uneasy—or successful but restless—this episode will help you understand why and show you where to start fixing it.
In this episode we learn:
- Why recurring frustration is a systems problem, not a personal flaw
- How treating issues as “one-offs” keeps designers stuck in survival mode
- Why managing your business by instinct—especially money—always feels unsafe
- The difference between coping strategies and real, structural fixes
- Why financial clarity depends on visibility, not revenue alone
- How proper systems remove emotion from hiring, spending, and time off
- Why capacity—not effort—is the missing link for exhausted designers
- The mindset shift from “How do I manage this better?” to “What should already be in place?”
Most interior designers don’t avoid their numbers because they’re bad at math—they avoid them because no one ever explained the financial system in a way that actually made sense. In this episode, Kimberley Seldon sits down with Hannah Cole, artist turned tax expert, to dismantle the myth that creatives “just aren’t good with money” and reveal the real issue: running a business while guessing instead of knowing.
This conversation takes a clear-eyed look at what happens when smart, capable designers disengage from their financial reality. From payroll blind spots to the false comfort of being “busy,” Hannah reframes financial literacy as a visibility problem, not a math problem. You’ll learn why nonstop work doesn’t guarantee profit—and how simple habits like time tracking can quickly restore clarity and confidence.
If you’ve ever felt uneasy about money despite working around the clock, this episode will help you understand why—and show you where to start fixing it.
What You’ll Learn in this episode:
- Why creatives aren’t bad at numbers—they’re bad at operating in mystery
- How being “busy” can hide serious profitability issues
- Why payroll is the most dangerous expense designers underestimate
- The difference between gut-feel decisions and data-backed leadership
- When it makes sense to DIY your finances—and when it doesn’t
- How basic tax literacy protects your business and future income
- Why time tracking is one of the fastest paths to financial clarity
Business of Design® is the leading business training platform for interior design professionals. Our proven programs give you the systems and structure you need to run a profitable, process-driven design business.
Ready to build a business that supports your talent?
Join us at Business of Design®.
https://businessofdesign.com
Most interior designers don’t have a branding problem—they have a brand drift problem. As your skills, confidence, and fees evolve, the brand you built early on can quietly fall out of alignment with who you are now. And when that happens, it doesn’t just feel off—it actively repels the clients you want to attract.
In this candid conversation, Kimberley Seldon sits down with brand strategist Puja Malhotra to unpack what designers get wrong about branding—and what actually matters. From that subtle hesitation you feel before sharing your website, to the hidden cost of inconsistency, this episode reframes branding as a strategic business tool, not a creative indulgence.
If your work has leveled up but your brand hasn’t kept pace, this episode will put language to that uneasy feeling—and show you exactly what to do next.
What You’ll Learn in this Episode:
- Why brand hesitation signals misalignment, not insecurity
- How experienced designers outgrow DIY branding without realizing it
- The difference between being visually “interesting” and truly memorable
- Why consistency builds trust faster than creativity
- How your website should function as an employee—not a portfolio graveyard
- When to audit your brand—and when it’s time to bring in professional help
- Why timeless branding matters if you plan to grow, scale, or trademark
Interior designers often find themselves defending beautiful, well-considered ideas to hesitant clients. But what if that hesitation isn’t resistance—it’s biology? In this episode, Kimberley Seldon speaks with designer and BOD™ Member, Martha Lowry about neuro-aesthetics and how the brain responds to space long before logic or language catch up.
This conversation reframes how designers understand client reactions, decision-making, and emotional buy-in. You’ll learn why a room can be technically perfect and still feel “wrong,” how colour and materials trigger powerful subconscious responses, and why deeper, more thoughtful client questioning leads to smoother projects and fewer revisions.
By understanding how memory, emotion, and lived experience influence perception, designers can reduce friction, build trust faster, and create interiors that feel as good as they look.
What You’ll Learn in this Episode:
- Why clients respond emotionally to space before they can articulate preferences
- How neuro-aesthetics explains hesitation, resistance, and indecision
- Why “good design” doesn’t always equal emotional comfort
- How memory and lived experience shape reactions to colour and materials
- The role of biophilia in creating calm, restorative interiors
- How deeper client questioning builds trust and reduces revisions
Interior design businesses don’t fail for lack of talent—they struggle because the business plan is too vague, too complicated, or never gets implemented. In this episode, Kimberley Seldon shares a simple, actionable framework any interior designer can use to improve profitability, attract more ideal clients, and run a more efficient design firm.
Kimberley breaks down the three strategic levers that determine every design firm's success:
- Demand (attracting ideal clients)
- Margin (pricing, profitability, and scope control)
- Efficiency (systems, process, and team capacity)
You’ll learn how to identify the lever that will make the biggest difference in your business this year—and the specific commitments that support real progress. No wishful thinking. No complicated binders. Just a practical plan you can start using today.
Whether you want to increase revenue, raise your rates, improve project management, or regain control of your workload, this episode gives you the clarity and direction you’ve been missing.
In this episode we learn:
- Why a real business plan goes beyond revenue—and includes capacity, systems, and leadership
- The three levers that drive demand, margin, and efficiency in every interior design business
- How to choose the right lever based on your current bottleneck
- Practical commitments that move the needle for each lever
- Why aligning your business plan with your calendar is the key to implementation
- How quarterly reviews prevent overcorrection and keep you focused
- The mindset shift designers must make to lead with confidence this year
Most interior designers want more profit, more stability, and less financial stress—but the idea of “saving more” often feels overwhelming. In this episode, Danielle Hendon breaks down a simple, sustainable strategy that any design professional can start today: saving just 1% of all revenue and putting it out of sight, where it can quietly grow into a real financial buffer.
It may sound small, but this habit builds confidence, financial resilience, and a margin of safety your business desperately needs. Danielle explains how this 1% shift changes your behavior—helping you become more intentional with spending, more strategic with pricing, and more disciplined in how you manage cash flow.
If you’ve ever avoided looking at your numbers or felt anxious about unexpected expenses, this conversation offers a doable first step toward a more profitable, stable design business.
In this episode we learn:
- How taking 1% of all revenue and putting it in a separate account builds financial strength
- Why training your brain to operate without that 1% increases creative problem-solving
- How to build a consistent savings habit—even if you’ve struggled with it before
- When (and how) to increase from 1% to 2% once the habit feels easy
- Why always putting your own needs last leads to burnout and financial vulnerability
- The three profit levers you can pull in your interior design business to increase sustainability
What would it take for your interior design business to run smoothly—without you being involved in every decision, every email, every crisis? In this episode, Kimberley Seldon shares how she went from burnout and bottlenecks to spending a full month in Barcelona while her business continued to operate beautifully in her absence.
This is not a story about working harder. It’s about installing repeatable systems, clear responsibilities, and structured communication so your firm stops depending on you for every answer. Kimberley walks through the exact frameworks that replaced overwhelm with clarity and turned a chaotic workflow into a consistent, predictable, profitable design business.
If your goal next year is more freedom, less micromanaging, and a business that finally supports the life you want, this episode offers both inspiration and practical direction.
In this episode we learn:
- How systems—not hustle—took Kimberley from burnout to a month of freedom in Barcelona
- How the BOD™ 15 keeps every interior design project on track without constant oversight
- How the Trade Partner Agreement eliminates confusion, empowers trades, and reduces interruptions
- Why a Client Communication Framework is the secret to repeat work, referrals, and conflict-free projects
- The essentials of a profit protocol that ensures sustainable earnings on every job
- Why your business can’t thrive until you stop being indispensable—and how systems make that possible
If your marketing plan for your interior design business feels like “post more” or “try harder,” this episode is the reset you need. Kimberley Seldon and marketing strategist Daniela Furtado break down a practical, high-impact 12-month marketing plan designed specifically for interior designers who want more visibility, more ideal clients, and more consistent inquiries.
This roadmap cuts through the noise and replaces random, reactive marketing with a clear, strategic approach you can actually maintain. From choosing a profitable niche to improving your Google Maps ranking, optimizing your website, and turning case studies into client-magnet content—Daniela and Kimberley show you what to do, when to do it, and what you can safely ignore.
If you’re ready to stop guessing and start marketing like a CEO, this episode gives you the structure and clarity you’ve been missing.
In this episode you will learn:
- Why most marketing plans fail after 3.7 months—and the simple fix
- How to analyze past clients to identify your most profitable niche
- The easiest way to increase visibility using Google Maps reviews
- How to design a service page that Google actually ranks
- Why case studies are your most powerful tool for attracting better clients
- What to focus on each month to build steady, predictable growth
- How to forecast your marketing plan like a CEO—not a guesser
What if the key to earning more in your interior design business was doing less? In this electric conversation, Kimberley Seldon sits down with entrepreneur and former Google Ads mogul Kasim Aslam, who scaled and sold an eight-figure business by mastering one skill designers desperately need: making himself irrelevant.
Kasim explains why most creative professionals trap themselves in jobs instead of building real companies—and how to break that cycle by letting go of control, leveraging your team, and building systems that generate revenue without your constant involvement. His take is blunt, funny, and packed with insights that will challenge everything you believe about work, success, and growth.
If you’ve ever said, “I can’t find good help,” “no one works like I do,” or “I don’t have time to scale,” this episode will shake you awake and show you a different path—one where your business thrives because you’re no longer in the center of every task.
In this episode we learn:
- Why you must stop trading time for money to grow your design business
- The four leverage points that create scalability: programs, processes, people, and products
- How to hire top talent without fearing they’ll outgrow you
- How to build systems that generate revenue while you’re away
- Why the goal isn’t to be “redundant” but to become irrelevant in the best possible way
- How to negotiate more boldly—in business and in life
What if the secret to a more profitable interior design business is doing less, not more? In this inspiring episode, Kimberley Seldon reconnects with designer and former BOD™ member Lori Steeves, who made a bold shift: stepping away from high-stress renovation projects and choosing the work she genuinely loves. The result? More creativity. More joy. More profit.
Lori shares how she reframed success, stopped glorifying busyness, and rebuilt her business around fulfillment, not frenzy. With systems that support her, a team she trusts, and the courage to say no strategically, she created a design practice that protects her time, energy, and passion.
For interior designers who feel stretched thin, burned out, or stuck in the cycle of “more, more, more,” this conversation will show you a new model of success—one where your business works for you, not the other way around.
In this episode you will learn:
- Why busyness is not a badge of honor—and how to stop measuring success by hours worked
- How focusing on the work you genuinely love increases profitability and joy
- Why systems are not constraints but the foundation for creative freedom
- How strategic delegation frees your time and empowers your team
- Why saying no is a business superpower
- How profitability relies on margin, not top-line revenue
- How to design a business that supports the life you want
Great clients don’t want endless options—they want a confident expert who can guide them to the right solution. In this episode, Kimberley Seldon sits down with celebrated designer Laura Stein to explore why offering too many choices dilutes your authority, slows down projects, and leaves clients feeling overwhelmed.
Laura shares how narrowing your focus, standing firmly behind your design decisions, and aligning your brand voice with the clients you want to attract can completely transform your client experience. From asking smarter questions to understanding true motivations, this conversation shows you how to lead with clarity, conviction, and professionalism.
If you’ve ever struggled with clients second-guessing you, requesting endless revisions, or treating you like a decorator instead of a strategic partner, this episode will give you the tools to step into your authority—without sacrificing warmth, creativity, or collaboration.
In this episode you will learn:
- Why clients want solutions, not a buffet of options
- How to stand confidently behind your design choices
- How to align your brand voice with your ideal client
- The questions that reveal a client’s true motivations
- How to build systems and hire to complement your weaknesses
- Why guiding—not overwhelming—your clients leads to smoother projects and stronger relationships
1In the interior design industry, clarity is power—and a well-built operations manual may be the most valuable asset in your entire business. In this episode, Kimberley Seldon is joined by design duo Marli Jones and Michael Kreuser, who share how clearly defining roles, documenting responsibilities, and building strong systems has allowed their firm to function smoothly and creatively.
Whether you're running a partnership, leading a team, or operating solo, the way you divide tasks determines everything: profitability, stress levels, project quality, client satisfaction, and your ability to scale. Marli and Michael reveal how they delegate procurement and project management, maintain clean boundaries with contracts and agreements, and empower their team with trust and accountability.
This is a must-listen for designers who want fewer bottlenecks, stronger collaboration, and a business that can grow without relying on them for every decision.
In this episode you will learn:
- Why establishing clear roles and responsibilities eliminates confusion
- How to define ownership and decision-making authority from the start
- Why contracts and agreements keep partnerships clean and professional
- How to build systems before you delegate to ensure consistent results
- Why separating creative work from operations increases efficiency and balance
- How to foster a culture that accepts mistakes and learns from them
- How to choose clients based on fit—not just budget or project size
- How process and structure create more space for creativity
- How to empower your team with trust, autonomy, and shared accountability
- Ways to nurture strong relationships with clients, trades, and vendors
Professional photography isn’t a luxury for interior designers—it’s a growth strategy. In this episode, Kimberley Seldon and interiors photographer Candice Brooke dive into the transformative power of high-quality imagery and how it impacts everything from client attraction to project visibility to your firm's perceived value.
Candice shares expert insights on preparing your space for a shoot, creating a strategic shot list, and collaborating effectively with photographers who understand the interior design industry. You’ll also learn how to maximize your images across platforms—from your portfolio and website to social media and press opportunities—so your work gets the attention it deserves.
Whether you're a seasoned designer or just beginning to build your portfolio, this conversation will show you why investing in photography is one of the smartest decisions you can make for your brand, credibility, and business growth.
In this episode you will learn:
- How professional photography drives business growth and client acquisition
- Essential tips for preparing a space for a photo shoot (lighting, styling, decluttering)
- How to build a strategic shot list tailored to each project
- The value of working with photographers who have industry connections
- How to leverage your images for maximum exposure across social media and your website
- The evolving role—and current limitations—of AI in interior design photography
- Practical advice for new designers working with limited budgets
AI is no longer a futuristic idea—it’s a practical tool reshaping how interior designers work, create, and deliver value. In this forward-thinking episode, Kimberley Seldon speaks with Nithya Subramaniam, an architect turned product and experience designer, about the real ways AI can transform your design practice today.
Rather than replacing designers, AI has the power to enhance creativity, reduce repetitive tasks, improve decision-making, and streamline entire workflows. Nithya breaks down how AI tools can generate spatial concepts, evaluate environmental conditions, integrate data for smarter solutions, and help designers iterate in real time. From climate adaptation to sustainable materials, AI is unlocking new levels of insight and efficiency.
If you’ve been wondering how AI will impact your business—or how to start using it confidently—this episode will give you the clarity and inspiration you need. AI is here to stay, and the designers who embrace it early will have a major advantage.
In this episode we learn:
- Why AI supports rather than replaces designers by automating routine tasks
- How AI tools generate spatial solutions based on real design project needs
- How real-time iteration enables faster, more creative design development
- How integrated data powers future-focused design, from sustainability to climate adaptation
- How AI agents optimize resources, track carbon impact, and streamline timelines
Originally aired in 2017, this classic conversation with branding expert Bruce Philp remains just as relevant today. In Part 2 of You Are a Brand, Bruce Philp and Kimberley Seldon explore what happens when interior designers stop minimizing their value and fully step into the authority their clients are looking for.
As Bruce says, “Taking yourself seriously has power. It says you are playing a longer game.” When you embrace your brand with intention, you signal confidence, clarity, and leadership—qualities clients instinctively trust. And when you allow imposter syndrome to run the show, you risk sending the opposite message.
This episode dives into the mindset shifts, practical habits, and brand-building strategies that help design professionals move past self-doubt and into a more powerful, more profitable version of themselves.
What you’ll learn in this episode:
- Practical ways to combat and outsmart imposter syndrome
- What it looks like when clients fully trust your expertise
- Why clients want you to step confidently into the role of “the answer”
- How intentional brand development strengthens your leadership
- Why striving to learn beats striving for perfection
- How to create a positive client experience that builds loyalty
- Why your stories matter—and how they reinforce your credibility
Originally aired in 2017, this foundational conversation with branding expert Bruce Philp remains essential listening for any interior designer wanting to strengthen their identity, increase client trust, and build a brand that stands out.
As Bruce puts it, “People don’t buy our product. They buy the belief that we can create and deliver the product. They buy our brand.” In Part 1, Kimberley Seldon and Bruce Philp explore why branding is far more than a logo or tagline—it's the belief system your clients choose when they hire you.
You’ll learn the core elements of a healthy brand, how small business owners can borrow cues from big companies to establish credibility, and the subtle ways entrepreneurs unintentionally undermine their own authority. This episode will help you step into your brand with clarity, intention, and the confidence clients expect from a professional.
What you’ll learn in this episode:
- The three components of a healthy brand every business needs
- Why outsourcing parts of your brand experience can strengthen client perception
- How adopting the appearance of a corporation builds client confidence
- The three common ways entrepreneurs give away their power
- How to use purpose, positioning, and character to build a recognizable, trustworthy brand
- Why clients choose brands based on belief—not just the work itself
Upselling and cross-selling aren’t pushy sales tactics—they’re powerful tools that allow interior designers to elevate the client experience and grow revenue without adding more hours to their workload. In this episode, Kimberley Seldon breaks down how to confidently recommend premium products, enhancements, and complementary services that genuinely improve project outcomes.
You’ll learn how to identify high-impact opportunities within your existing projects, how to present upgrades with integrity, and how small suggestions can turn modest jobs into remarkable results. With the right mindset and language, upselling becomes an act of service—helping clients get the best version of their project while increasing profitability for your firm.
If you want to maximize value, strengthen client relationships, and generate more revenue without taking on more clients, this episode will show you exactly how to do it.
In this episode, you will learn:
- The difference between upselling and cross-selling—and when to use each
- How to confidently present premium upgrades without feeling pushy
- Why integrity is essential when recommending enhancements
- Real examples of turning small projects into significant opportunities
- Strategies to grow revenue without increasing your workload
- How to unlock the potential of your current client relationships
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Thank you so much. This podcast has cast a light that it is possible that even here in Kenya the BOD steps can def work. Thank you!
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so much useful information