Something Fun

Okay, last post I was a little down.  Sorry about that. You all were so supportive and I can't tell you how I appreciate each of you!  I just felt a big digital hug coming from blogland!

Yesterday I wanted to do something to lift our spirits around here at the studio. It was Kristen's last day and we went to lunch and then spent the afternoon making storyboards.  My new intern, Jitka, just started last week and Kristen has been getting her up to snuff on everything around here.  I wanted to make sure Jitka was comfortable with the process we'll be using to create these boards. 

I've just discovered Olioboard....and it's so much fun.  While I won't be creating a replica of a room like most users do on their site, I do like doing a collection of images arranged in a way that tells the story of the feel of the space.

I had the girls each make a board that defined a style they liked.

Kristen’s inspiration when designing a space comes from accessories and decorative items. She tends to focus on the details of the space first in order to develop an overall style and mood.  Kristen’s personal style can be described as vintage-inspired glamour. She loves mixing antiques or items with aged finishes with more modern, glamorous pieces. Her favorite things are: mirrored furniture, tufted upholstery, black mixed with metallic finishes, gilding, animal prints, and anything that has an ultra feminine appeal.

Jitka's inspiration for this look was the Parisian Jacquard Aqua fabric (top left corner), the pumpkin blush accent table (bottom right hand corner), as well as the texture on the coffee table. She likes classic pieces mixed with textural elements and lots of bold color.

I'm definitely in better spirits today!  

Looking forward to the last bit of polishing on the new website this weekend.  We're debuting on Monday!

Getting Personal

Okay, I'm having a cranky day.  Just in a bad mood.  And I'm rarely in a bad mood.  I'm always optimistic.....devastatingly so.  By that, I mean I'm so optimistic that I plunge into things thinking everything is going to be fine and wonderful and sometimes they're not. And I'm always surprised about that.

I'm not much of a look before you leap kind of person.  

Well, I've leaped and haven't landed yet and now I'm scared up here in mid-air.

I'm going to be honest here. I've been working in interior design for over 20 years.  In my life BK, before kids, I worked at three different design/architectural firms.  My first job was a one person office, I was an assistant to a designer.  I learned a lot from her. She was a good designer, but busy with her growing family and finally stopped working to have another baby.  

My second job was at a large architectural firm.  We did large corporate, hospitality, and high-end residential projects.  It was extremely competitive and demanding....for very little money.  I spent nights at the office getting presentations ready.  It was like Mad Men....without the booze. (and in the 80's, not the 60's) It was so stimulating though. Lots of really great design was produced there.  I had so many opportunities to do some really great work and interact with the most creative people.  I worked on projects in Florida, California, even a house in Saudi.  I was flown on a private jet to a furniture manufacturer's facility once.  This job was real and it was pretty big.....for a small town Texas girl.  

But it drove me a little crazy too.  When I was pregnant with my first child I remember seeing my OB and saying something like, "I can't wait to have this baby and move toward a less stressful life."  He actually burst out laughing right in my face!   Okay, 2 kids later now I know why.

I took my next job 2 months after my first baby was born, I didn't go back to the architects at that point.  I went to a smaller office that I thought would be less stressful.  It was good for awhile.  This was the 80's and things were going south fast with all the S and L crisis. I bounced back to the architectural firm after a year, then after another year, back to the small design firm again where I stayed until I had my second child. 

Then I took a break.  I only made enough to cover my child care, clothes, and gas money anyway.  I know many of you think designers make a lot of money.....but they don't.  Every designer I've EVER known has struggled with income at some point.  Unless you're a celebrity designer in this business, it's hard make a buck.  My husband then had the opportunity to work overseas and we ended up being gone 5 years total with a year back in the middle. Within 3 months of moving back, my husband's company merger began and we knew we would be moving again soon. It took about 2 years, but we finally moved to The Woodlands, north of Houston.  

I opened a business about a year after I was here.  Very small.  I was kind of scared.  I'd been out of this business awhile, 10 years out of it by then.  I worked with my mother-in-law, Shirley, the fearless decorator from Brenham.  Honestly, she'll do anything.  She's totally unflappable.  We went around rearranging people's furniture in a day and did some window treatments and reupholstered some furniture for "clients".  Very small.  I was still very involved with my kids, teenagers, who really didn't want me around much.

I longed to do more and Shirley didn't want to work much anymore, so I proceeded on my own.  I wasn't getting much business though. I felt like more of a mom that just arranged furniture on the side. This is so sad.....okay, in my desperate need to do design I would go to Marshall's and rearrange their accessory shelves. :(  I did often wonder that eternal mom question....where I would have been if I hadn't taken the time off to be home with my children.  (Of course, I'm very grateful I was able to do that.)

Then I got a break.  My friend asked me to help her with her kitchen.  Unbelievably, when it was finally done, it was published.  Then I got another one, another and another.  

Now my life is a little like Mad Men again.  It's kinda crazy.  My projects are on the small side though, more medium range budget.  My business is kind of right on the edge, a one person office with interns.  I'm so busy I can't see straight and need more help, because I have to do all the busy work too, but I can't really afford it.  I feel like I'm constantly running on a wheel and can't get off.  I love what I do, but I need a better quality of life....now.  I need to be able to make more profit so that I can get the help I need so I can attend to the big picture stuff, not the deliveries.

So, if anyone is still reading this, (and if not, that's okay too....this is for me) here's the deal.  I can't seem to break into the high end luxury market.  I set my goals about 4 years ago.  I reached my first one, literally days before my goal date.  Yeah.....I'm fanatical about goals.  My second one is due in a little over a year.  I'm thinking that one isn't going to happen.  I'm not even going to voice my goals here because you'd laugh like my OB did.  I totally believe in them, but I know time wise that it's pretty unattainable right now.  You see, I know I need high end luxury projects to be able to get to the goals I set for myself. IF I can get one and IF it goes well and it's a good representation of my work, then it could take 1-2 years or maybe more to complete.  My time is up.  

I recently had a conversation with another designer of high-end luxury interiors.  She said that no one in the luxury market would hire me if I put pictures of my work/their projects out there and wrote about them on my blog.  Well, that's a problem.  I never reveal locations or names unless they are first names of my friends with their approval.  I always get a signature on all my contracts that allow me to publish photos of my work.  If someone requested I remain totally private about images and not release them anywhere, then I would oblige.  Of course, my fee would be higher, because I have to be able to market myself for the next job.

Nonetheless, I'm under a time crunch.  

When I went to my marketing guy, Brad, the Virtual Biographer, with my frustration, after listening to all my commentary and reading my notes and thinking about things he made this suggestion. I should ditch going for the luxury market.  He thinks I need to focus on what I'm doing now and exploit every avenue available within this market.  This group of possible customers who want to do more themselves, who don't have the money to spend on needless luxuries but want to spend their money wisely, who are internet shopping savvy, should be my focus.  He thought I should stay where I'm at with regard to level of project...but reach out further, beyond my backyard.  After all, I've already made some headway with this blog.  

So, I listened to him......not much at first.  I thought, hmmmm, I'm just gonna let him think he knows what he's talking about, but I'm still going to go for luxury, high-end jobs.  Just build the website.

After awhile though, I came around to his way of thinking.  It took a long time, but I do see the logic. So, here I am, redirecting my course.  I'm about to put myself out there in a big way.  There's no turning back.  I'm really nervous about it and I'm tired of thinking about it. If this doesn't work what am I going to do?  Sit in my studio and sulk and keep running on the wheel until I die? I don't want to even think about that.

So that's where I am today. Kinda out in mid-air...hanging here. Grouchy. 

I must say......I feel better already.  

Thanks for listening.  

I seriously can't believe I even wrote this.  Probably not good PR. :/

And yes, Brad, I KNOW it's too long.

My Support System

Couldn't do it without them.

My support system.

Michael, my drapery installer.  This install was a tough one!

Developing relationships in business is so important.  

Miro, my photographer....great photo shoot last week!

You need people to lean on, people you can trust, people who will make you look good.

Kristen, my intern, working on some cabinetry elevations



Lucky me!  I've got them.

Me with Kristen in my studio

But not for long.  Kristen is leaving at the end of this week for her big job.  I'm so sad to see her go...she's been such a great help.  I'm very proud of her though.  Who knows?  Maybe we'll work together again soon!

Wishing you all the best, young lady!
You have the makings of a great designer and a responsible young woman.

Remember to go for your dreams.....

and don't be afraid to

dream BIG.

Tips for Preparing to Build a Website

Yes, I've hinted at this for the last 6 months.  

Here

Here

and Here

I'm transitioning over to a new blog format that will have my website and some other design related offerings soon. Really, I promise....soon.    

I know many bloggers out there who have done this and talk about it as such a major change and well, I'm right there with you.  What a cathartic experience this has been for me.  My tendency to obsess the details really took over because, you know, everything has to be perfect!

I'd like to offer some tips on how to possibly get through that process a little more easily.  These are things I learned the hard way.  

#1

When you decide to move forward.......set aside the time and deal with it!

I can't tell you how long I've needed to revamp my website.  I just kept putting it on the back burner, not wanting to spend the money and not wanting to spend the time to go deep and figure out what I wanted.  I just put it off so long that it became a giant beast to deal with, looming at me, growling, waving it's arms, and scaring me to death!  I've had clients ask me why I didn't post the pictures of their projects on my website.

 :(  Yeah, it was a beast I ignored way too long.  I sort of did things backwards, tip #4 came along before I was ready.  It would've been helpful to have done some of my homework before I found THE GUY.

#2

Develop and examine your long and short term goals for your business.

Okay, if you have a business, you should have a business plan and have determined where you want to be in 5 years, 10 years, and so on.  It's so important to evaluate your goals.  The goals I made 5 years ago have changed somewhat and I'm constantly reevaluating and correcting my course to get me to my ultimate goals.  Let's face it.  The economy and the new reality that is the way people are spending their hard earned dollars affects all businesses, especially a service business often considered a luxury. One thing is for sure........ you have to know where you want to go before you can build the vehicle to get you there.

#3

Take time to visit all kinds of sites to see what you like.  

Yes, something we talk a lot about here on the blogs.....INSPIRATION!  I visited some of the sites of major designers across the country whom I admire and made notes about their sites' aesthetics, navigation, content, etc.  I was particularly interested in how their portfolios were set up.  This took lots of time, but really helped hone what I thought I wanted.  Yeah....."thought" is the key word here.  Enter Tip #4.

#4

Find yourself a creative, website designer/marketing geek, 
"Virtual Biographer".

This was one of my biggest challenges.  I've come to  realize that it's not just about any one thing.... the aesthetics of the site (artist), the navigation (web designer), the ability to get your message out there and have it reach people (ad man), or what it says (creative writer).  Knitting all those disciplines together to achieve a cohesive statement is a challenge. This site will be your biggest sign out there in cyberspace about WHO you are, WHAT you do, and HOW you can help your clients.  It's bigger than any giant billboard on I-45.  How it looks, what it says, how easy it is to use, how friendly it is, all that comes into play to brand YOU.  So, finding the ONE single person that can handle doing ALL of those things, ALL of those creative endeavors that are not that closely related, is a SUPREME challenge.  Of course, at an ad agency, you have a team.  A team of specialized talents.  For a simple, small business like mine, now.....that's a little too much.  I needed to find the one guy who could do it all.........and lucky for me........

he cold called me.

And I was in a frustrated, talkative mood that day.

#5

Trust him.

...or her.  Mine just happens to be a guy.  Geeeeee, this was hard.  This was my hardest lesson to learn.  How can I trust this kid (okay, he's young to me), to be able to thoroughly understand what I do so that he can help get me where I want to be.  He's got to build this vehicle for my work, my message, ME, and I just wondered if it could really happen.  Because this is so important to me.

This is my shot.

Coming from a PR background and seeming comfortable with all things geeky/techy, he seemed like someone I might take a chance on.  He had a different angle, a more thorough approach, a creative passion about him that only someone else that shared that kind of passion can recognize (and left brainers tend to think is foolish).  That's really what I wanted, someone who would love this project as much as I would and show it the attention and care it needed.  

After 6 months of working on this together and having a real roller coaster ride, we've almost landed it.  It will be a work in progress for awhile, but I'm really proud of the work we've both done.  We've had many debates over everything from color and content to navigation and offerings. He's encouraged me to think differently about my business and reexamine my goals by just pushing....pushing....pushing.... me outside my comfort zone.  It's been a complete and thorough shake up.  

And.....it doesn't look ANYthing like I thought it would. 

AND...... I love it.

(Update:  Visit my new site and blog HERE!)

Working On Your Portfolio

Okay, I guess I'm a little slow getting to the Ipad party. Everyone I know has one, including my hubby who falls asleep with it on his chest. :) I'm here now and having so much fun with this great tool.

One of my big goals with it was to get my portfolio loaded on it in an easy to use format so that I didn't have to carry around this BEAST anymore. Do any of you out there have one (or more) of these?

If you've been in the business for the years I have, you've collected a "few" images of your work. Having a quick and easy way to pluck certain projects to show a future client is key in getting a job. Of course, having a website or pin boards you can pull from out in cyber space is great too, but with a customized digital portfolio you can really add lots of information about a job and then pull up exactly what you want instantly. You can organize it to tell a story about a project, your style, the way you work, whatever you choose. When having a one on one meeting with a prospective client, this is a great way to sell yourself. Even in the middle of a presentation if you want to refer to a past project, you can use this tool to access information instantly.

My sweet intern, Kristen Finch (she is awesome!), googled some reviews of the best apps out there for portfolios. She came up with this one.

Portfolio

It's very similar to just organizing your photos in files, but it's slicker and more impressive. I've found it very easy to use, which is saying a lot for me! We've just about loaded everything on there now and I love having it all at my fingertips. I highly recommend it!

You just scroll through your jobs or categories on the left.  I put a photo of my studio on the main page.

I scanned a bunch of my sketches to include and plan to put some of our CAD drawings on there as well. I would like to have a category that describes the step by step process of how we work. 

You can hide certain projects or do slide shows...even to music. I thought this would be great if you are in a showhouse to put on display in your room! I have a presentation for a spec house coming up this week and I've built an idea book there, something I don't really want out there publicly yet. After I review some of my past projects with the builder, I will go to that ideabook to show him the style I see for his project. I know you can build ideabooks on lots of sites and share them anywhere in cyberspace, but if you don't want it out there yet or if you are meeting someone one on one and need immediate access to your images organized in a presentation format.....this works beautifully!

Another great app Kristen found is this fast image loader. It works so well and is soooo fast.

Photo Transfer

We're playing around with Photo Measures right now as recommended by another designer friend and are loving it too.

There's such great technology out there to help us do our jobs. We've just got to keep up with all of it!

Do you have any favorite apps that help you with your business/life?

Business Relationships



Wow, what a busy week.  I've been working hard to get a client's home ready for the holidays.  Their new builder home is just finished, they just got possession, and will be moving in right away, about 48 hours after closing.  I've had 2 days to get some of my work done before they move in.  My painters have been there all day, painting a few rooms some special colors, I've had some window treatments installed, and my tile guy sealed about 2400 s.f. of travertine floors.  We only had one afternoon and evening to get those floors sealed before other workers would be walking on the floor, so I'm very grateful that my tile guy interrupted one of his jobs to come and do this for me.  I called in a favor.

My client was nervous when she called me last week to say that the builder wasn't going to seal the floors and they needed them done before the move.  I said I'd check and see if I could find someone and called her back shortly to say it would be handled at the time they needed it.  She couldn't believe that things were finally coming together here at the last minute and I told her that when you have relationships in place (people that you work with continuously, that you go back to again and again, that you pay on time, with whom you share mutual respect) you can usually get what you need done. 

Business works this way everywhere.  When someone you work with makes you look good, you want to do right by them, give them opportunities, keep them busy with good work that they like and are interested in doing.  It makes things so much faster and easier too. You don't have to review every detail. When you're in a habit of working with someone, they know what you want. Also, when you need a favor or some special treatment, you can ask. 

It's been interesting building a business in a slow economy.  I've worked really hard in the last three years to build relationships with people that normally might not have had the time of day for me.  I've been lucky to have a lot of work, smaller remodels, etc. that have been steady.  When everything went bust in 2008, a lot of skilled craftsmen and contractors that worked in only new construction on big projects, came knocking.  Many furniture and fabric reps were looking for new places to push their products. Workrooms new to me have introduced themselves and were angling for a chance to show their stuff. I've taken the time to listen to almost everyone.  I've tried new vendors, contractors, tried out new ways to coordinate projects and work with other people.  I did this at a time when everyone was reaching out to a designer with small projects, just so they could get some new work.  Now that I'm getting bigger projects, I've enjoyed having all these sources at my fingertips.  I've enjoyed having these relationships in place.

I've been working with a general contractor lately on several jobs and I told him that I want him to be able to finish my sentences.  I want him to know exactly what I'm going to say before I say it.  The more he knows about what I expect, the easier it becomes to get the work done.   I have individual sub-contractors I work with too, painters, electricians, etc.  We get into a rhythm on a job and it is so much easier to get things done with people I've worked with before.

Same with my workrooms.  At my peer group meeting recently we were discussing a new workroom, asking things like..."Do they use clear thread?...Do they hand close their pillows?...Do they use 6" hems?"  We all had different things we were picky about.  Once you get in a relationship with the people that actually do the work for you, you don't have to ask these things.  It saves so much time. Not only that, but when I have things in the workrooms repeatedly, helping to keep their business running, my projects get the attention I want them to have.

This applies to sales reps too, fabrics, furniture, lighting, tile, etc.  I want them to come out to my studio and update my library.  I want them to answer my call and make things happen for me when I have an order to fill, a rush on something, or special treatment.  The more business you do with a vendor, the more likely they are to help you when you need it.

This is one of the things a designer or general contractor sells.  Their contacts  relationships.  Those same contacts however, may not render someone else the same results.  The people I work with respond to me because I give them repeated work.  They want to do a good job for me because if they don't, I won't use them again and it might affect their business.  In project oriented work, where a subcontractor's part of a project could last only a few days, they're looking for repeated work opportunities first and foremost. So when a homeowner calls with their "one" project, it might not get top priority.  I think that's why so many homeowners are disappointed by people in the home improvement business.

It has been such a satisfying experience for me to get to know so many different types of people in this line of work.  We make time to talk about family and individual pursuits.  I know my electricians and plumbers are avid hunters, my tile guy sings in a band in his free time, and my drapery installer has an intense interest in the stock market.  This is all "relationship-building" and is important to getting work done, enjoying your job, and getting the most out of people. 

The relationships built within a business add much value to a professional. If you're looking for a designer, look for a busy one, someone who works full time and is actively participating in relationships with vendors, contractors, workrooms, etc. That will be someone who gets results.

image credit

Branding My Design Services



Branding is important in every business, but in a creative business it is even more so.  The ambiguous nature of a creative business is such that it's hard to stamp it with any one concrete idea.  It's even harder when that business has to function in so many different ways. Interior design is particularly challenging in that regard.  I have done so many different things on projects over the years as most designers often do.  You kind of become the resident aesthetician for all things when you start working with a client.  I've done everything from design exterior facades and lay out gardens to arrange bookcases and decorate for events.  Sometimes it's just all over the place and that's just the way I like it.  I like to have as much input as I can, anywhere I can.... because I always have an opinion.  An opinion that comes from years of experience and a formal education, but most importantly, a driving passion for design.

Many designers brand themselves with a certain style and don't really welcome projects that deviate from that style.  I think these designers find it easier to brand themselves. Clients seek them out particularly for their knowledge and expertise of that style.

Not for me.  I'm not glued to any one style. I love the difference between each project. I like the challenge of working on a modern bathroom, an old world style living room, and a craftsman style kitchen all in one day.  I like working with the unique requests of my clients and coming up with solutions that are perfect for them. 

So how do I define that?  What can I produce for a client? What services do I offer?  What do you know you're getting when you hire me?  I'm constantly reassessing this and trying to hone it into a quick soundbyte.  It's never easy.

I recently looked back at many of my projects looking for a common thread and they are just all over the place in terms of design style and type.  So many different kinds of projects.  Again, I like that.  I remembered each one and what the client requests were and how I came up with the solutions and design.  They were all unique.  I was recently with a new client going over my portfolio and I kept thinking I'd done something similar to what she was wanting in the past for her to see, but no, hers was going to be different.

I sat down and considered what were the most important things I want to bring to my clients. 

• Solve the problems in the space they are requesting I address.
• Solve the problems they don't really see that they have.
• Make it beautiful or striking or relaxing or whatever their adjective is.
• Clean it up.  I do like a clean aesthetic.
• Bring ideas to the table that they wouldn't think of themselves.  That is why they're hiring me.
• Think big. After all, I'm the creative one. I have to have the big ideas.
• Make it magazine worthy. That means it needs to have unique, eye catching moments.
• Make it long lasting.  Sure, there will be things that get dated over time, but the things you invest heavily in should last.
• Don't leave the elephant in the room. When I complete a project, I like to have brought everything up to the same level of quality.  So many times people have their wish list and it doesn't include updating the big thing in the room that's going to take everything else down with it.
• Bring more value to the property. I always try to recommend improvements whether it's tweaking new construction plans or ideas for remodeling that would add value to the home. Even if it's just something that would make your house sell faster if it was on the market.

Notice the words, "stay within budget" are not included.  I have found that when clients tell me their initial budget numbers they usually aren't aware of what things cost. Many times their wish lists are far greater than their budgets.  They also sometimes include things on the list that I might feel aren't necessary to get them their end result.  They don't know what I'm going to think up for them or how much I'm going to do.  After all, they're hiring me for ideas. Something they haven't thought of.  How can they budget for that?

Now, I can work within a realistic budget, but I first like to show you what you can have.  Really 9 times out of 10, people go for it all or do it in stages because they love the design and it's something they would not have thought of.  I also find that original budget numbers are usually very conservative on their part. Most people don't tell you the maximum they'll go to right off the bat.  They approach it like a negotiation, starting low but their ceiling is almost always higher.  Not to say that you shouldn't hold back money for contingency, I'm a firm believer in that.  It's just that my experience has been that fresh ideas brought to the table can trump the cost factor.

I know, that last bit might alienate some future clients.  I hope it's taken in the right way.  Honestly at this point in my life I want projects where I can make a big impact and clients that are willing to go there with me.  I'm there to work for them, but my time is precious.  I'm not a part-time designer. I work all the time, nights and weekends too. I have clients waiting on me, repeat clients, so I have to spend my time on projects that will move my career and business forward.  I put a lot into the projects I take on and I want to make something special out of each and every one of them.  I prefer larger projects that will showcase my input. Oh, and I need to get paid for it.....on time.  :)

When I designed my studio almost two years ago, I purposely did not do a shop or a showroom. I didn't want to have a supply of items that I had to move through the doors to stay in business.  Again, I'm not all about one single style.  In one of my projects I may need rustic accessories and linen upholstery, in another I might want modern statement art and sleek leather.  I can't afford the square footage to have everything in there I might want to use on all my varied projects.  I actually do a lot of custom designed pieces.  Again, solving the unique problems of my clients in very particular ways. 

I also contemplated the multi-designer firm concept.  I decided I just can't let go enough to do that.  I've worked so hard to get here.  With my name on the door, I want to have my hand in all the design decisions. Not only that, I have a hard time trusting anyone else to read my mind and tend to the details the way I want. I like working with support, but I don't need someone who is a second "me".

 "Aston Design Studio", my business name, really states what I do. It's me, doing design, not in a retail store or with other designers in tow, but in my own studio.  I think the word studio conjours up the notion of "art" being created.

A few years ago I developed my mission statement or design philosophy and in my review, after all my re-examination, I think it's still pretty accurate, albeit a bit wordy.  Still looking for the soundbyte.:/

"My goal is to bring thoughtful, well-crafted, timeless design to each project I pursue.  The type of clients I have appreciate the time and effort I put into the design process and the high regard I have for this pursuit.  They benefit from my passion and interest in good design.  I enjoy collaborating with them to create a space that reflects their personalities, interests, and style.  Along with my clients, I want to love and be proud of each and every end result.” 


Have you branded your business? Your image? Your blog?  Was it a soul searching process for you?  Did you know what you wanted to put out there right away or did you grow into it, trying other things out along the way?  I would be interested to have your comments! 

Selling Design

Interior design services can be a hard sell. Everyone seems to be giving them away now. Furniture stores, decorative fabric stores, gift shops, contractors, etc. I've even seen a local painter that advertises free design services on the side of his truck. Don't we all know by now that nothing is free in this world? Don't we all know that time spent in "design" by a sometimes questionably self-proclaimed designer will be charged somewhere else?

If you're reading design blogs, then you probably realize the value of good design. A good designer can make a huge impact on a project and help you spend your dollars wisely. Knowledge of materials (construction and furnishings), sources, contractors, construction techniques, workrooms, and technology used in the home is critical in achieving your desired end result. Most importantly however, is the vision and ability to call on all this and be able to harmonize it in a way that gives the homeowner the look they want. It's the magic that happens when everything falls into place to create the whole. Whether it's the pleat in the drapery panel, the special carved detailing in the custom cabinetry, or the specification of special light fixtures, a designer should be able to consider all those things when creating an ambience or look in a room. I often refer to an interior designer as the conductor of the symphony. You don't have to master each and every instrument, you just have to be knowledgeable (or know who to ask to gain that knowledge) about how to use them all to work together to achieve a certain look.

Schumacher

Not everyone has the money for this. Most time hiring an interior designer is a big splurge for people. We all know this. We know that this service is not an expense "necessary" for life. However, if you are looking to make some big furnishings purchases, remodel, or build a new home, then hiring an interior designer does make sense. Having someone look at your project with objective eyes with knowledge and expertise is a good investment.

Most designers sell services and product. Whether it's furniture, window treatments, wallcoverings, tile, paint, whatever. When designers sell these products they are responsible for getting the right product to their client. They are using knowledge of their sources to come up with the best product for the job. I have so many vendors with whom I have accounts, I don't really even know how many I have. As a designer, I can access any trade only showroom out there. Really, the sky is the limit. While I have trusted vendors that I go back to time and time again, I will try new products and vendors to get what I want for my projects. Most designers that primarily sell design do the same.

Houston Rug Mart

I feel like knowledge of product services, contractors, workrooms, etc. has value and should be paid for. Therefore I do not extend my full discount to my clients. On top of my design fees, I charge a percentage of my cost on product. There must be designers out there that give clients their full discounts (or say they do) because I have had many people ask me if I will extend them my discount. What happens when the fabric comes in damaged or there is a price increase between the time I'm handed the deposit and the time the order is filled? What about all the time spent on placing and tracking orders? What about time spent on accounting and invoicing? I don't charge hourly for the placement and tracking of orders. That is covered in my percentage. Lauren Leiss describes the process well in this post on her blog.

Schumacher

Many times I have put a really low flat fee on design where a large amount of purchasing was going to occur, anticipating my profits in the product I would sell. (Okay designers, tell me I'm not the only one who made this mistake!) Living room, bedroom, etc. full of furniture, window treatments, rugs, etc. My clients took the design and went out and bought everything retail! I've even had them purchase one or two of the items (least profitable, usually) and walk with rest when I had done a very low flat fee. They ended up with much cheaper goods and many times substituted things I would never have wanted in their space. I learned fast that you have to charge properly for your design time then be competitive with product pricing. I want to provide the whole package. Not just for my profit margin, but for a happy, satisfied client with a beautiful, functional end result!

This is not to say I want to sell design only. I need to sell product to stay in business. As a business owner I can't bill my time out 8 hours a day, 5 days a week. I have many other tasks that fill my day just like any other business owner. Marketing, accounting, product research, planning, general business activities, blogging. :) I need to sell product because my hourly fee is not enough. I also want to control the quality and type of products my clients buy. I have had a client purchase an item from a retailer, after I had presented and recommended one from my sources. Yes, mine was somewhat more expensive, but the look, design, and function of the piece they chose was not at all appropriate for the space. I don't think it was worth saving a few hundred dollars (after spending many thousands) to go cheap on that one item. Of course, I don't find out about all this until AFTER the purchase is made and then I'm asked my opinion. Sticky situation.

With the internet, people can find anything they want now, more cheaply than ever before. Clients can take a design and shop it, not only with various retail sources but in cyberspace. I try to make the pricing on products I sell competitive so that my clients can afford the best product for their project. I can do that because I'm selling design too. All of my profit is not locked up in product. However, there will always be something cheaper out there and someone always willing to beat my price. I realize that and do not claim to have the cheapest pricing on goods. For example, I sell a certain brand of window shades. They are a great product and I love to use them. I can go online and find those shades all over the place. I adjust my markup so that I am competitive with other vendors. I may not the cheapest, but I'm usually in the middle somewhere. I'd much rather my client have the products I think are best for the job and purchase through me than buy elsewhere.

When I opened my new studio over a year ago, I strongly believed that good design will sell. I still hold on to that belief and purposely created a design studio vs. a retail store. Not to say I won't go there some day, maybe after I've really proven to myself that this is a viable business plan. This is in fact, a more traditional way of approaching the business of design. Offering design with competitively priced products from a large variety of sources, carefully chosen to create a unique and special look for each client.

I'd love to hear from other designers out there about how they work with clients! It's such an interesting time to really discuss how we work and contemplate how we fit in with the market these days.

By the way, check back for a giveaway I'll be offering.....something from my Showhouse room. I'll give you a hint. It starts with "flo-" and ends with "-kati"!