Design Biz Survival Guide

Today we welcome Gina Holz, principal of Gina Holz Designs based in Los Angeles, California. In this episode, Gina shares how an interaction with a professional interior designer as a child impacted her life and perspective on design—and how these early experiences eventually led to the launch of her own interior design business. We also explore the importance of embracing your core intention as a designer and how building the right team and cultivating a supportive work environment can unlock creative freedom. Gina offers a wealth of practical advice, including her favorite systems for improving efficiency and a game-changing approach to delegation that helped her build a truly impactful design business. This episode is full of valuable insights into running a business that feels as good as it looks. SHOW HIGHLIGHTS How a childhood hospital stay and a room makeover ignited Gina's passion for design Why early construction site experience with her father gave her a unique edge The pivotal moment she realized she had to prioritize artistry over logistics How she built a culture-first studio environment for creative and team success The "10-80-10" delegation model that transformed her time management and team collaboration Tips for working in the high-end luxury market and building trust with clients' extended networks Practical financial systems for clarity and profitability Why rest, gratitude, and creative exploration are non-negotiables in her business NOTABLE QUOTES "I was trying to be the best businesswoman I could be—but I wasn't trying to be the best artist I could be." "Gratitude is the attitude. The more mistakes you make, the better you are in this business." "$10 million companies are not built on $10 tasks." "For me, success is when you can't tell the difference between working and playing." SUPPORTING RESOURCES Gina Holz Designs on Instagram Gina Holz Designs Website SPONSOR LINKS Design Manager Daniel House Club Hooker Furnishings  

This is a special Industry Spotlight episode of Design Biz Survival Guide. This supplemental format is designed to share brands and partners that support designers both creatively and professionally. This is our way of sharing valuable information and resources for your business with you, our loyal listeners. Today we're speaking with Oana Molodoi, owner of OM Drapes Design, a full-service window treatment resource based in Orange County, California. In this episode, Oana shares the backstory of the brand, what inspires her to partner with interior design professionals, and her heartfelt approach to service. We also discuss the diverse range of window treatment solutions that OM Drapes Design offers, their approach to quality installation, and their commitment to being an extension of your design team. SHOW HIGHLIGHTS Oana's inspiring journey from Romania to launching a design-focused business in Orange County. How OM Drapes Design evolved out of a pandemic career pivot and a personal home renovation. The wide range of offerings at OM Drapes Design—from soft treatments like drapery and Roman shades to hard treatments like blinds and motorized solutions. The value of full-service solutions, including local fabrication, installation, and troubleshooting. Key advice for designers on budgeting for and specifying custom window treatments. The importance of early collaboration with window treatment experts in construction and design projects. OM Drapes Design's unique access to Sunbrella's exclusive window treatment program. How Oana's extensive network of industry professionals allows her to serve designers across the country. NOTABLE QUOTES "If you dream of it, we can do it. If you can see it in a vision, we can implement it for you." "We are here to serve. We really are here to serve them, to be their partner, their resource, and make them shine." "I'm building my business with love. We pour our heart and souls into every project, big or small." "Designers now are doing work in other areas and other states more than ever... we go with them. They trust us." SUPPORTING RESOURCES OM Drapes Design Website OM Drapes Design Instagram  

Today we welcome Cameron Sellers, Vice President of Marketing for Hooker Furnishings. In this episode we chat with a marketing pro about her long term relationship with the design and furnishings industry. Cameron pulls back the curtain to reveal how big business approaches marketing and she shares her individual and team approach to creating data driven marketing strategies. We also discuss the importance of brand voice, story telling, and identifying pain points and providing solutions to capture the attention of your target market. SHOW HIGHLIGHTS Cameron's journey from international lighting design to marketing leadership at Hooker Furnishings The role data plays in crafting effective, personalized marketing strategies How Hooker Furnishings supports interior designers with targeted experiences and tools The importance of storytelling, brand voice, and authenticity in marketing How luxury brands outside the design world influence marketing innovation Tips for small design businesses to build impactful marketing strategies without big teams A behind-the-scenes look at Hooker's new unified digital platform and product visualizer The evolving role of AI as a tool—rather than a strategy—in modern marketing NOTABLE QUOTES "We start the journey in data, we end the journey in data, but all the while in the middle is this fabulous cycle of creative." "You are an extension of our brand... and their grassroots guerilla marketing is still a real thing." "What I know now is to give myself grace, to give myself and my team a lot of gratitude as we grind through the day to day." "I want my daughter to see mommy working... and I want my son to see that there are strong women out there." SUPPORTING RESOURCES Hooker Furnishings on Instagram Hooker Furnishings Website SPONSOR LINKS Design Manager – Project management and accounting software for interior designers Daniel House Club – Procurement platform with concierge service and trade pricing Hooker Furnishings – Trusted source for residential, hospitality, and contract furnishings  

Today we welcome Mae Reedy – founder, principal designer, and general contractor of Mae Reedy Build + Design based in Plano, Texas. In this episode, we discuss overcoming fear, the power of saying yes, and how Mae leverages innovation to stay resilient in an ever-changing economy. Mae shares her thoughtful approach to scaling her business, growing a purpose-driven team, and the custom systems she's developed to manage workflow, empower her team, and maintain momentum. Her journey from Etsy entrepreneur to seven-figure design-build powerhouse is full of insights, grit, and inspiration. SHOW HIGHLIGHTS Mae shares how she scaled her business from her dining room table to a 12-person, seven-figure firm. Her strategic response to shifts in the housing market, including the pivot toward additions and aging-in-place renovations. How Mae used economic forecasts and industry resources to stay ahead of market challenges. The role of personal and professional mentorship in her growth, including the influence of her CFO husband and industry associations like NARI. Her unique STAR method (Schedule it, Tackle it, Analyze it, Repeat it) to maintain creative and operational momentum. The importance of developing systems for delegation, consistency, and long-term scalability. Why Mae approaches her business like it's always ready to be sold – even if she never plans to. A deeply personal story of resilience and perspective that defines her secret to survival in business and life. NOTABLE QUOTES "To be able to scale, it's not about volume, it's about control." "Everything can't live in my head — that's kind of a mess." "If I don't keep my books right… all of this wonderful opportunity could pass me by." "The weight of the world is not mine alone." SUPPORTING RESOURCES Mae Reedy Build + Design Website Mae Reedy on Instagram NARI (National Association of the Remodeling Industry) SPONSOR LINKS Design Manager Daniel House Club Hooker Furnishings

Today we welcome Brad Leavitt, President and owner of AFT Construction based in Scottsdale, Arizona. Brad is known for his collaborative design-build approach and his commitment to the designer + builder partnership. In this episode, we discuss Brad's unintentional entrepreneurial journey, lessons in effective collaboration, and his perspective on scaling a business and cultivating a team of resourceful and empowered leaders. We also dive into Brad's dedication to giving back through his podcast, public speaking, and his dynamic industry event, the Contractor Coalition Summit. SHOW HIGHLIGHTS How an early career reprimand from a seasoned designer reshaped Brad's appreciation for design and collaboration. The pivotal moment that forced Brad into entrepreneurship—and what he learned from launching AFT Construction. The importance of empowering your team and leading by fostering problem-solving and ownership. Why communication and humility are essential to resolving complex project challenges. How AFT Construction defines success in the high-end luxury residential market. The value of long-term partnerships and designer-builder synergy in complex, multi-year projects. How Brad leverages his podcast and public speaking to build community and share knowledge. The origin and impact of the Contractor Coalition Summit—and why he created a safe space for builders to learn and grow. NOTABLE QUOTES "The really great leaders are able to see people not as they are, but who they can become." "It's not about who's right, it's about getting it right." "Personal branding is permanent job security." "People that do hard things have an easy life. People that do easy things have a hard life." SUPPORTING RESOURCES AFT Construction Website AFT Construction on Instagram The Brad Leavitt Podcast Contractor Coalition Summit (inferred from content – please verify) SPONSOR LINKS Design Manager Daniel House Club Hooker Furnishings  

Today we welcome Laura Williams, Founder and Principal Designer of Living Oak, a boutique design firm based in Austin, TX. In this episode, Laura shares the story behind her recent rebrand from ATX Interior Design to Living Oak and how this strategic shift allowed her business to grow beyond the local market. We discuss the power of community and networking in building a thriving design business, and Laura pulls back the curtain on the realities of running a hybrid business model that includes design services, retail, and e-commerce. From her marketing roots to her multi-faceted business model, Laura gives us a candid look at the wins, challenges, and lessons learned along the way. SHOW HIGHLIGHTS How Laura's marketing background set the stage for a successful design business The decision to rebrand from ATX Interior Design to Living Oak and how it impacted growth Why community, networking, and industry events like Design Camp are crucial to learning the business side of design Navigating imposter syndrome and building confidence without a formal design education Behind the scenes of launching and operating a brick-and-mortar retail shop How Laura balances her retail space with e-commerce and what it takes to make both profitable Lessons in hiring, team-building, and planning for sustainable growth The importance of staying present as a parent while running a fast-paced business NOTABLE QUOTES "Anybody can be good at my job. I just work really hard." "I wish I dreamed a little bigger in the beginning versus once I was already a quarter mile down the road." "Hiring the right people is the secret sauce… I could not do anything that I'm doing right now without them." "There is so much overhead. And that's a little bit scary… But I have faith in the momentum we've created." SUPPORTING RESOURCES https://www.instagram.com/livingoakinteriordesign https://www.livingoak.com/ SPONSOR LINKS Design Manager – Project management and accounting software for interior designers. Daniel House Club – Membership-based sourcing and procurement platform for designers. Hooker Furnishings – Furnishings, lighting, and decor for residential and hospitality design.

This special Industry Spotlight episode of Design Biz Survival Guide features filmmaker and brand storyteller Jude Charles. Jude returns to the podcast for a deep dive into the strategy behind his signature process called Dramatic Demonstration, a method of crafting impactful video docu-series that highlight the heart and humanity behind creative businesses. Jude shares how personal storytelling can build trust, attract ideal clients, and establish a lasting legacy in the design industry. Through examples from collaborations with Rick Campos, Jen Davidson, Brad Leavitt, and others, Jude illustrates how showcasing lived experiences, emotion, and lessons learned can elevate your brand in powerful and unexpected ways. SHOW HIGHLIGHTS Jude breaks down his three-part storytelling process: Road Mapping, Dramatic Demonstration, and Dramatic Leverage. How a personal cycling story became the emotional anchor of Rick Campos' docu-series. The transformational impact of telling human-first stories that attract ideal clients—and gently repel the wrong ones. Jen Davidson's evolution from flight attendant to interior designer and how her unique background became her brand's strength. Why Brad Leavitt's six-month docu-series project reveals the leader behind the builder—and the power of team culture. Insights into how designers can prepare to work with Jude, what to expect in the 90-day process, and how to make the most of your investment. Examples of how clients are creatively leveraging their docu-series across marketing channels. Why capturing a "timeless feeling" on film is more valuable than date-stamped content. NOTABLE QUOTES "Your story becomes proof of what's possible for someone else." "People forget what you said, but they never forget how you made them feel." "You are living your legacy now—docu-series help you document it." "It's not just about attracting the right clients. It's also about repelling the wrong ones." SUPPORTING RESOURCES Jude Charles Website Jude Charles on Instagram Storytelling for Interior Designers – Free Resource Rick Campos Docu-Series Jen Davidson 1st Docu-Series – YouTube Channel BTS of Jen Davidson's 2nd Docu-Series – Instagram Reel Brad Leavitt's Docu-Series Trailer – Instagram Reel BTS of Brad's Docu-Series – Instagram Reel  

Today we welcome Jen Davidson — Owner & Principal Designer of Interiors by Jen Davidson, a full-service interior design studio based in Chicago, Illinois. In this episode, we discuss the evolution of Jen's creative career and how her former career as a flight attendant has uniquely shaped the way she leads her team, connects with her clients, and manages her design projects. Jen shares how she leverages structure, adaptability, and emotional intelligence to run a streamlined and meaningful business. We also dive into her storytelling-driven design process and how turning vulnerability into a strength has helped her design homes that are not just beautiful but deeply personal. SHOW HIGHLIGHTS Jen's unconventional journey from flight attendant to interior designer, and how she conquered her fear of flying to change careers. The transferable skills from aviation to design — leadership, structure, and client care. Building a team using a hybrid model and how it supports efficiency and collaboration. The importance of hospitality in design and how Jen creates a client experience rooted in empathy and proactivity. How her work with storytelling strategist Jude Charles reshaped her design process and inspired deeper client connections. The "road mapping" method she uses to uncover her clients' stories and design with long-term legacy in mind. Why vulnerability and trust are essential elements of her client relationships. Jen's personal definition of success: forward motion, and how it guides her through life and business. NOTABLE QUOTES "We're not just designing — we're helping write their story, their legacy." "You don't have to wait until it's perfect. Just start." "Even when I was scared, forward motion was the thing that kept me going." "Clients are looking to us to give them that peace of mind — we're their calm in the turbulence." SUPPORTING RESOURCES Interiors by Jen Davidson Website Interiors by Jen Davidson on Instagram Jude Charles – Storytelling Strategist SPONSOR LINKS Design Manager Hooker Furnishings Daniel House Club

Today we welcome my dear friend and mentor Luann Nigara to the podcast. Luann is the host of A Well-Designed Business podcast, a celebrated author, speaker, and trusted business coach. She is one of the most influential voices in the interior design industry. In this episode, Luann opens up about her entrepreneurial journey—from growing a window treatment franchise with her husband, Vin, to creating a game-changing podcast and launching Luann University. We talk about the wins, the failures, and the lessons that shaped her as a leader, the importance of perseverance and innovation, and the pivotal moments that inspired her to keep building. Luann also shares an exciting new venture, The Boardroom for Creatives, which will connect vetted experts with design professionals ready to invest in their business growth. SHOW HIGHLIGHTS How Luann's entrepreneurial spirit was shaped by her family and early work experiences The origin story of WindowWorks and how she and Vin scaled it into a thriving business Lessons learned from almost losing the business during a recession—and how those lessons shaped future decisions The vision and motivation behind launching A Well-Designed Business podcast The power of niching down to make a bigger impact in a specific industry Personal stories of resilience, including navigating business challenges, financial crises, and client pressures The creation and evolution of Luann University and its five-pillar business education model A sneak peek at her newest project, The Boardroom for Creatives, designed to connect vetted industry experts with design pros NOTABLE QUOTES "If you're afraid of making a mistake, stay home in bed—because the rest of us are out here risking it and making things happen." "You have to understand as an entrepreneur that it's an everyday commitment… decide to be excellent." "You've got to be willing to look all the way back at a failure and have the courage to make the change next time." "Don't be afraid to niche down—going deep is how you make a real impact." SUPPORTING RESOURCES Luann Nigara Website: https://luannnigara.com Luann Nigara Instagram: https://www.instagram.com/luannnigara/ Luann University: https://luannuniversity.com SPONSOR LINKS Design Manager: https://www.designmanager.com Daniel House Club: https://danielhouse.club/pages/dbsg Hooker Furnishings: https://www.hookerfurnishings.com Register for Design Biz Retreat: https://designbizsurvivalguide.com/retreats-for-interior-designers/

Today we welcome Whitney Atkinson, Rhobin DeLaCruz, Nikki Watson, and Lori Johnson – also known as The Design Besties. In this episode, we discuss the power of community over competition and the impact that collaboration has on their design businesses, personal lives, and the wider design community. The group shares how they met, their diverse creative backgrounds, and how their supportive circle has become an unexpected game-changer in both business and life. Plus, we explore their shared passion for giving back through a philanthropic project that is transforming teachers' lounges across the country. SHOW HIGHLIGHTS The unexpected way The Design Besties met and how their connection blossomed into a supportive sisterhood. How diversity of background and discipline enhances their collaboration and sparks creativity. Why true collaboration often means aligning with creatives outside your direct discipline. The impact of their first pro bono teachers' lounge transformation – and how it's evolved into a national nonprofit initiative. How giving back to the community enriches their own lives and businesses. Advice on forming your own creative support circle – including what to look for and what to avoid. Their personal definitions of success and survival in the business of design. NOTABLE QUOTES "These are the people that I didn't know I needed. It's been the most amazing experience so far."  "I think a lot of us are doers, and we're all just cut from the same cloth."  "Part of that admission is knowing that finding the other people that do, and building relationships, is how we grow." "Surrounding myself with the right people, that's what these three bring for me. It's life-changing." SUPPORTING RESOURCES The Design Besties Website The Design Besties on Instagram WUGS Weighted Rugs by Whitney Atkinson Rhobin DeLaCruz Designs The Design Quad by Nikki Watson Lori Johnson Fine Art SPONSOR LINKS Design Manager — Project management and accounting software for interior designers. Daniel House Club — Trade purchasing power and concierge services for designers. Hooker Furnishings — Furniture, lighting, and décor for residential and commercial spaces. REGISTER FOR DESIGN BIZ RETREAT Don't miss the 6th Annual Design Biz Retreat, October 6–7 in Newport Beach, CA. Reserve your spot now!

Today we welcome Michele Williams, CEO and founder of Scarlet Thread Consulting. Michele specializes in helping design professionals lead and scale their businesses with confidence and clarity. In this episode, Michele shares the pivotal moment that turned her hard-earned lessons and financial expertise into a consulting model that has empowered countless interior designers to build more profitable businesses. We also explore how the book Profit First influenced her approach to financial strategy, and how she helps creatives overcome money overwhelm by aligning operations with vision and values. SHOW HIGHLIGHTS Michele's journey from software development to interior design and financial coaching How a major health event pivoted her career toward consulting Why she believes understanding finances builds confidence in business owners The concept of "Profit First" and its real-life application for design firms The power of multiple bank accounts and how they support financial clarity Common financial pitfalls designers face and how to avoid them Why financial planning is essential for long-term growth and stability The role of confidence and boundaries in pricing and profitability NOTABLE QUOTES "Profit is not something that shows up — it's something we plan for." "When you really know your numbers, you can make decisions with confidence." "This is the internal work. You should be able to give yourself an accounting of your own money." "Every choice, every decision leads us toward or away from profitability." SUPPORTING RESOURCES Scarlet Thread Consulting Metrique Solutions Scarlet Thread ATL on Instagram Metrique Solutions on Instagram Profit is a Choice Podcast SPONSOR LINKS Design Manager Daniel House Club Hooker Furnishings Register for Design Biz Retreat

Today we welcome Melissa Sanabria, principal and founder of Sanabria & Co based in Washington, DC. In this episode, Melissa shares her journey from a successful career in finance to launching her own interior design firm—and the real transferable skill that helped her thrive in a creative business. She walks us through the intentional strategies she implemented during the transition, including a three-year planning period, data-driven decision-making, and a commitment to investing in her business early on. Melissa also unpacks her top three foundational strategies and opens up about how community and peer support are key to her survival in the business of design. SHOW HIGHLIGHTS Melissa's transition from a 15-year finance career to founding her design studio The three-year strategic plan she followed before launching her business How her analytical mindset, not her financial degree, fueled her business success Her top three strategies for launching a sustainable and scalable design firm Why thinking big and investing early helped her avoid growing pains The critical role of data tracking in achieving profitability and refining systems Her flat-fee pricing model and how she uses time tracking for continuous improvement Why trusted peers and a supportive design community are essential to survival NOTABLE QUOTES "I was very used to creating structure out of ambiguity… that to me was very clear and easy to do—sounds like a design process to me." "If you're starting a restaurant, you're not like, 'I'm just going to be the cook and the server and the hostess.' You have to invest. You're going to take a risk." "I just look at the value I bring and what I want to make—and that's how much I charge." "Being successful means that I have options… that I can dial it up or dial it down, and the sky's the limit." SUPPORTING RESOURCES Sanabria & Co Website Sanabria & Co on Instagram Register for the Design Biz Retreat SPONSOR LINKS Design Manager Daniel House Club Hooker Furnishings  

Today we welcome LA-based interior designer and stylist Dorothea Coelho to the podcast. Dorothea shares her remarkable journey from stand-up comedy to working with one of LA's top designers and ultimately creating a unique design business model that includes professional styling services. We explore the often-overlooked art of styling, from the thoughtful editing of a space to the logistics of collaborating with photographers and designers. Dorothea offers invaluable insight into the stylist's role in the design process and shares tips on sourcing, storytelling through objects, and the power of collaboration. If you're curious about how to level up your next photoshoot or are considering bringing a stylist onto your team, this episode is for you. SHOW HIGHLIGHTS Dorothea's unconventional path from comedy and acting to interior design and styling What it's like to learn design on the job and the value of mentorship in the field The emotional and visual impact of styling and how it enhances a space Tips for curating vintage and second-hand items with intention The stylist's role in a collaborative photoshoot and how it differs from a designer's Sourcing secrets and styling staples that bring a space to life Why kindness, collaboration, and curiosity are essential for success Advice for designers thinking about hiring a stylist for the first time NOTABLE QUOTES "Every designer is a stylist, but this was like the pressure… everything had to be done. It was like being at the Olympics." "A room is like a song. What the songwriter intended might be one thing, but how we interpret it could be another." "Just remember that we're here to help. It's not a competition—it's a collaboration." "You have to love your space. If you don't love it, take it out of the shot." SUPPORTING RESOURCES Dorothea Coelho on Instagram Brave Used World on Instagram Register for Design Biz Retreat SPONSOR LINKS Design Manager — Project management and accounting software for interior designers Daniel House Club — Trade purchasing from 150+ vendors with exclusive pricing Hooker Furnishings — High-quality furnishings and personalized design support

Today we welcome Nicole Roe of R Nickson Interiors as our PODCAST TAKEOVER guest host! The podcast takeover is an annual tradition to celebrate another year of inspiring conversations about life and the business of interior design. In this special 7-year anniversary episode, Nicole takes the reins and puts host Rick Campos in the hot seat. Rick reflects on the podcast's journey, shares personal and professional insights, and opens up about the mission behind the mic. Plus, questions submitted by past guests Antonio DeLoatch, Jamie Gasparovic, John McClain, and Brittany Glass bring even more depth and personality to this milestone moment. SHOW HIGHLIGHTS Rick shares his transition from California to Washington state and how it's shaping his personal and professional life. Insights into Rick's ongoing commitment to living boldly and being of service to the design community. A behind-the-scenes look at what has surprised Rick the most over seven years of podcasting. How vulnerability in podcast guests has become a hallmark of the show's impact. Reflections on defining success and evolving beyond the expectations of others. Candid updates about future plans—including goats and chickens! The mission and transformative experience of the Design Biz Retreat. How Rick maintains work-life balance and prioritizes health and longevity in a demanding industry. NOTABLE QUOTES "Living boldly is a goal, but it takes a lot out of me... because I see firsthand the impact that it has on the design community." "My definition of success is really just, you know, being of service, being a good person and just seeing and hearing that sigh of relief or that sparkle of optimism." "Seven years ago, I was just learning how to overcome [caring what people think], and I think these conversations have really helped me get to a place where that is no longer occupying space in my mind." "I would love to support every cause that came my way... if I had a million dollars, I'd spend it pretty quickly doing good." SUPPORTING RESOURCES Learn more about the Design Biz Retreat: designbizsurvivalguide.com/retreats-for-interior-designers Follow Nicole Roe and R Nickson Interiors: Instagram SPONSOR LINKS Design Manager Daniel House Club Hooker Furnishings  

Today we welcome Nicole Arnold of Nicole Arnold Interiors—a turnkey residential and commercial interior design firm based in Dallas, Texas. In this episode, Nicole shares how her 15+ year career in sales and marketing with Levi Strauss & Co. laid the foundation for her pivot to interior design in 2008. We explore how her corporate experience shaped the structure, culture, and client commitment in her design business. Nicole also opens up about the things she didn't know when launching her firm and how the design community became a vital source of knowledge and support. Her story is one of fearless entrepreneurship, thoughtful leadership, and an unwavering expectation of excellence. SHOW HIGHLIGHTS How Nicole's career at Levi Strauss prepared her to run a design business The pivotal moment that led her from corporate life to creative entrepreneurship Building a firm from the ground up during the 2008 recession The power of process: why consistency is non-negotiable in her business Why she co-founded the North Texas Design Group and how it supports growth Embracing risk and finding opportunity in times of change Leadership lessons and how she motivates her team The importance of continued education and coaching for personal and professional growth NOTABLE QUOTES "Excellence has to be our minimum standard. Mediocrity is my kryptonite." "I'm a businessperson operating in a creative industry—not a creative trying to run a business." "You do not have to stay in a client-designer relationship that doesn't work for you." "If I don't believe in it, I won't sell it. But when I do, I'll sell the hell out of it." SUPPORTING RESOURCES Register for our Design Biz Retreat  Nicole Arnold Interiors: nainteriors.com Nicole's Instagram: @na_interiors_dallas Book Mentioned: Cure for the Common Life by Max Lucado Program Mentioned: Vistage Worldwide (vistage.com) NLP Certification: Intro to NLP SPONSOR LINKS Design Manager — Project management software for interior designers Daniel House Club — Trade-only sourcing and purchasing platform Hooker Furnishings — Versatile furnishings for residential, hospitality, and contract design

This special Industry Spotlight episode of Design Biz Survival Guide shines a light on brands and partners that support designers creatively and professionally. These episodes are our way of sharing valuable resources and insights with our loyal listeners. Today we speak with Erik Perez, Principal of Hello PR Group, a full-service communications and strategic brand development firm specializing in design, lifestyle, and luxury brands. Erik shares the evolution of Hello PR, his insights on the shifting landscape of public relations, and how his team collaborates with designers to elevate their brand presence. From the importance of storytelling and media relationships to knowing when you're ready for PR representation, Erik delivers a masterclass on visibility in the design industry. SHOW HIGHLIGHTS Erik shares how his background in fashion PR pivoted into a passion for interior design communications. The story behind Hello PR Group's founding and how it fills a gap for high-end residential design firms. Key differences between PR ten years ago versus today—including the rise of digital media and social engagement. Insight into what PR clients should be prepared to bring to the table, from project photography to time commitment. How Erik and his team evaluate potential clients for strategic alignment and storytelling potential. Why visibility through PR is more than just magazine features—it's about events, panels, and social presence. The evolving role of social media in PR and how strategic messaging makes all the difference. Tips for designers considering licensing deals or brand collaborations and how PR plays a vital supporting role. NOTABLE QUOTES "Anytime you get to speak about your brand or your firm, that's PR." "We can tell your story, but no one will tell your story like you do." "It's not a sprint. It's a marathon." "We're only as good as the content we're provided." SUPPORTING RESOURCES Hello PR Group Website  

Today we welcome Ivan Pineiro, owner and Principal Designer of Pimell Interiors based in Las Vegas, Nevada. In this episode, Ivan shares the winding, 15-year journey that led him from retail to interior design and how a pivotal move to Las Vegas—and a push from his design community—helped him finally embrace his calling. Ivan gets candid about his struggle with imposter syndrome, the pressure to have it all figured out, and how cancer helped him reframe his priorities. This is a conversation about courage, resourcefulness, and the power of community in building a thriving design business. SHOW HIGHLIGHTS Ivan's career pivot from retail to interior design after 15 years of exploration and doubt How moving to Las Vegas during the pandemic opened the door to entrepreneurship The clever strategy he used to build a portfolio and visibility before booking real clients Why building a strong design community and networking was essential to his success Ivan's candid take on fear, confidence, and what it really takes to launch your design business The emotional moment that made him commit to pursuing his passion for design How volunteer leadership through IDS accelerated his reputation and connections Why success, for Ivan, is waking up every day and owning his identity as a designer NOTABLE QUOTES "You don't have to have everything perfect in order to succeed in this business." "It's better done than perfect. Just show up and do it." "Once you realize you're amazing and you do great things, that's when the roadblocks go away." "The future of our business is in collaboration." SUPPORTING RESOURCES Pimell Interiors Website: https://www.pimellinteriors.com Pimell Interiors Instagram: @pimellinteriors IDS (Interior Design Society): https://interiordesignsociety.org SPONSOR LINKS Design Manager: https://www.designmanager.com Daniel House Club: https://danielhouse.club/pages/dbsg Hooker Furnishings: https://www.hookerfurnishings.com  

Today we welcome Jenny Slingerland, Founder & Principal Designer of Black Ink Interiors based in Scottsdale, Arizona. In this episode, Jenny shares her unique journey into design, from working as a labor and delivery nurse to launching her own thriving interior design firm. We dive into her transition from healthcare to homebuilding, the pivotal moments that shaped her business, and how her greatest weakness—understanding the financials—evolved into her biggest strength. Jenny's story is a testament to the power of surrounding yourself with experts, staying curious, and building a business that supports your personal values and family goals. SHOW HIGHLIGHTS Jenny's path from nursing to interior design, and how she paid her way through design school by delivering babies. How working for top custom home builders gave her a strong foundation in construction and technical design. The importance of asking "why" on job sites and the impact of curiosity on professional growth. Why Jenny and her husband decided to team up in business and how his financial and construction background supports their success. How COVID prompted a re-evaluation of business goals and led to a lifestyle-driven pivot in her firm's structure. Jenny's transformation from financially overwhelmed to financially empowered through business coaching and "Finance Fridays." The critical role of time tracking in profitability and project efficiency. Her advice on establishing systems and processes before growing your team. NOTABLE QUOTES "You can be the most talented designer in the world and your business can fail because you're not watching your numbers." "We all have our zones of genius. Hire the people that you specifically need." "Just because you know your business is doing great doesn't mean that something doesn't come up—you have to keep learning." "Success is no longer about crazy financial goals. It's about supporting my family and creating a lifestyle we love." SUPPORTING RESOURCES Black Ink Interiors Website Black Ink Interiors Instagram Michelle Williams (Business Coach): Scarlet Thread Consulting Time Tracking Tool: Timely App Book: Profit First by Mike Michalowicz SPONSOR LINKS Design Manager Daniel House Club Hooker Furnishings

Today we welcome Emily Campbell, principal designer of Emily Jean Interior Design based in Portland, Oregon. In this episode, Emily shares her fresh perspective on the business of design as a student and entrepreneur. We discuss the pivotal moment that prompted her transition from fashion to interiors, her experience of balancing design school with launching a business, and how she's building a foundation for long-term success by combining technical skills with real-world networking. Emily also shares how her entrepreneurial spirit, fearlessness, and commitment to community are shaping her journey. Show Highlights: Emily shares her creative roots in fashion and how her design interests evolved toward interiors after building and renovating her own home She explains why she chose to return to school to learn the technical side of design, despite already having a strong foundation in textiles, color theory, and branding Emily discusses the importance of choosing a program that focuses not just on skills, but also on networking and building real-world relationships She talks about the entrepreneurial spirit that runs in her family and how it's influenced her desire to start her own business Emily opens up about the role of mentorship in her career development and how working alongside seasoned designers is helping her learn faster and more confidently She reflects on the transferable skills she gained from fashion trend forecasting, like overcoming shyness, building confidence, and approaching people fearlessly Emily emphasizes the importance of getting out of the classroom to network, visit showrooms, and engage with the design community early and often She shares advice for students in design programs: ask questions, stay curious, and embrace the learning process Emily offers her personal definition of success: focusing on the process of creating something meaningful rather than the outcome Notable Quotes: "Hold on to a beginner's mind and never let yourself feel like you know it all." "It's okay to fail. Redefine what failure means to you." "Just because you can see the vision doesn't mean the client can—you have to be able to show them." "The classroom and showrooms are where you should be asking the questions." Supporting Resources: Emily Jean Interior Design WebsiteFollow Emily on Instagram Sponsor Links: Design Manager — Project management, accounting, and purchasing built for interior designers Hooker Furnishings — Versatile furniture, décor, and designer support Daniel House Club — Sourcing from over 150 vendors in one place with trade pricing and concierge service

Page Sigband, founder of Design by Page and Joyride Garage Design, joins the podcast to share how she carved out her place in the design world by specializing in one of the most overlooked spaces—the garage. In this episode, Page walks us through her background in graphic and furniture design, her transition into museum design, and how these experiences uniquely shaped her niche business model. From TV appearances and magazine features to pop-up tents and mechanic shop visits, Page reveals the real marketing strategies that move the needle. We also explore how thoughtful branding, hands-on sales experience, and good old-fashioned networking have fueled her success and brought a fresh perspective to garage design. Show Highlights: Page's unique design background in graphic, furniture, and museum exhibit design shaped her storytelling approach and hands-on creativity. Her pivot into garage design began with transforming her own space during the pandemic and led to a TV opportunity that launched Joyride Garage Design. Branding was a critical step, including rebranding her business and learning the importance of trademarking the right way from the start. Old-fashioned networking works best—building relationships at car shows and with auto industry professionals has driven more business than media features. She values freedom over scale, prioritizing creative satisfaction and personal fulfillment over running a large firm or managing a team.   Notable Quotes "I just want enough work to satisfy my creative soul." "The only thing more complicated than the business of design is a niche business of design." "You can't just flip the open sign and wait for them to come. You've really got to show up for this." "I don't know anyone who's doing garage design—this could be a really cool niche." "Branding lesson: talk to a trademark attorney first. It can save you a ton of time and money." Supporting Resources: Design by Page WebsiteJoyride Garage Design WebsiteFollow Design by Page on InstagramFollow Joyride Garage Design on Instagram Sponsor Links: A bit thank you to our sponsors: Design Manager – Project management, accounting, and purchasing built for interior designers. Hooker Furnishings – Versatile furniture, decor, and designer support. Daniel House Club – Source from over 150 vendors with exclusive trade pricing. Follow and Review We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select 'Ratings and Reviews' and 'Write a Review,' then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.