In this episode, Rachel Usher interviews Renée Bush, founder of Tandem, a boutique design agency in the US. They discuss the importance of aligning business strategy with design, focusing on authenticity and emotional deliverables to attract the right clients. Renee spent time crafting the marketing strategy for internationally renowned design studio, Studio McGee so she is able to provide insightful strategy advice through her understanding of the design industry and client process. She also shares insights on setting boundaries, understanding unique value, and creating a business that reflects personal values and goals.

Keywords

interior design, business strategy, authenticity, emotional deliverables, client attraction

Takeaways

• Authenticity in design attracts the right clients.
• Emotional deliverables are key to client satisfaction.
• Setting boundaries enhances personal and professional life.
• Understanding your unique value is crucial for success.
• Aligning business strategy with design leads to growth.
• Clear messaging prevents client confusion.
• Niche marketing can be a powerful tool.
• Balancing work and personal life is essential.
• Community over competition fosters growth.
• Investing in quality over quantity benefits long-term success.

Sound bites

• Authenticity attracts the right clients.
• Emotional deliverables matter.
• Set boundaries for success.
• Know your unique value.
• Align strategy with design.

Chapters

• 00:00:00 Introduction to Renée Bush
• 00:03:00 Aligning Strategy with Design
• 00:09:00 The Importance of Authenticity
• 00:15:00 Emotional Deliverables
• 00:21:00 Setting Boundaries
• 00:27:00 Understanding Unique Value
• 00:33:00 Niche Marketing
• 00:39:00 Balancing Work and Life
• 00:45:00 Community Over Competition
• 00:51:00 Investing in Quality

✨ Links:

• Renee's agency-Tandem : https://with-tandem.com/about
• Renee's Instagram: https://www.instagram.com/with_tandem?utm_source=ig_web_button_share_sheet&igsh=MXU3Yms1bDQxOGRkeg==
• The Business of Interiors: https://www.thebusinessofinteriors.co.uk/
• The Business of Interiors Instagram: https://www.instagram.com/thebusinessofinteriors/

This podcast is sponsored by Usher & Co Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

It was such an honour to welcome Sophie Paterson onto the podcast. Sophie is someone I’ve admired for a long time, not only for her incredible design work but also for the way she has built her business with such clarity and intention. In our conversation, she so generously shares her journey into the world of interiors, from her passion for aesthetics to the strategies that have shaped her success.

What struck me most was how insightful and inspirational her advice is, from the importance of photography and branding, to building a strong, supportive team, to the role of client relationships in creating truly successful projects. We also spoke about her exciting new venture, the Sophie Paterson Academy, which is empowering both aspiring designers and homeowners to approach design with confidence.

This episode is full of wisdom, from finding balance between work and life, to understanding what it takes to create a career that’s both successful and fulfilling. I’m so thrilled to share this conversation with you.

Takeaways:

• Sophie Paterson's journey into interior design was unconventional, starting from a passion for aesthetics.
• Investing in photography and branding is crucial for building a successful design business.
• Social media has transformed the way designers connect with clients and showcase their work.
• Building a strong, stable team is essential for maintaining quality and consistency in design projects.
• Effective communication with clients can significantly enhance project management and client satisfaction.
• Having multiple revenue streams can provide stability and growth opportunities for design businesses.
• Collaborations with brands can be a fruitful way to expand product offerings without the burden of logistics.
• The Sophie Patterson Academy aims to bridge the gap between academic learning and real-world design application.
• Understanding client needs and preferences is key to successful project outcomes.
• Work-life balance is vital for sustaining creativity and passion in the design industry.

Chapters:

• 00:00 Introduction to Sophie Paterson
• 05:12 The Journey to Becoming an Interior Designer
• 11:25 The Role of Marketing in Design Success
• 17:54 Building a Strong Team and Company Culture
• 24:25 Client Relationships and Project Management
• 32:18 Revenue Streams and Collaborations
• 39:44 Launching the Sophie Patterson Academy
• 46:44 Reflections and Future Aspirations

✨ Links:

• Sophie Paterson Interiors: https://www.sophiepatersoninteriors.com/
• Sophie's Instagram: https://www.instagram.com/sophiepatersoninteriors/
• The Business of Interiors: https://www.thebusinessofinteriors.co.uk/
• The Business of Interiors Instagram: https://www.instagram.com/thebusinessofinteriors/

This podcast is sponsored by Usher & Co Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of If These Walls Could Talk, I sit down with Helen Bygraves and Jenny Weiss, the visionary duo behind Hill House Interiors. From starting as friends with a shared love of design to building a globally recognised studio with offices in London and Dubai, Helen and Jenny share their journey of nearly three decades in the luxury interiors world.

We talk about navigating friendship and business, the organic growth of their studio, the value of investing in photography and PR, building strong in-house teams, and the challenges of scaling a design business internationally. Their insights into procurement, marketing, and running large-scale projects are invaluable for designers at every stage of their career.

This is a conversation filled with humour, wisdom, and a rare honesty about what it really takes to sustain a thriving interior design practice.

• How Helen and Jenny turned a friendship into a 28-year design partnership
• The early days of Hill House Interiors and their “six-month trial” as business partners
• Growing organically without the push of social media in the early years
• Why investing in professional photography was pivotal to their success
• The role of PR in establishing credibility and building momentum
• Expanding into Dubai and managing international projects
• The importance of in-house teams: design, architecture, marketing, and finance
• Procurement challenges post-Brexit and how a dedicated team can streamline efficiency
• Insights on balancing creativity with financial rigour in a design practice
• Honest reflections on the realities of running a global studio

✨ Links:

• Hill House Interiors: www.hillhouseinteriors.com
• Hill House Interiors Instagram: @hillhouseinteriors
• The Business of Interiors: www.thebusinessofinteriors.co.uk
• The Business of Interiors Instagram: @thebusinessofinteriors

This podcast is sponsored by Usher & Co Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In this engaging conversation, Rachel Usher speaks with Philippa Thorp, a seasoned designer with 40 years of experience in the industry. Philippa shares her unique journey into design, the challenges of building a successful business, and the importance of understanding client relationships. They discuss the dynamics of teamwork, cultural differences in design practices between the UK and the US, and the significance of collaboration within the design community. Philippa emphasizes the need for designers to be adaptable and to foster strong relationships with clients to achieve successful outcomes. In this conversation, Rachel Usher and Philippa Thorp delve into the complexities of running a creative design business. They discuss the importance of understanding the balance between creativity and business acumen, the challenges of pricing and client expectations, and the significance of fostering loyalty within a team. Philippa shares her insights on longevity in the industry, emphasizing the need for continuous learning and the emotional investment in each project. The conversation concludes with reflections on legacy and the future of design, highlighting the importance of supporting creative crafts and nurturing the next generation of designers.

Takeaways

• Philippa identifies as a designer, passionate about the arts.
• Celebrating 40 years in the design industry is a significant milestone.
• The journey into design can be unconventional and serendipitous.
• Understanding client relationships is crucial for successful design.
• Teamwork is essential in managing client expectations and projects.
• Cultural differences impact design practices and client interactions.
• Collaboration within the design community fosters growth and support.
• The importance of being adaptable to client needs and preferences.
• Designers must be taught the necessary skills and tools of the trade.
• Fear of competition should be replaced with collaboration and understanding. Nobody really needs educating in how to design.
• The model has changed a lot; everyone wants a discount now.
• You’ve got to give service and be humble when mistakes happen.
• Our industry doesn't make a lot of money; it's tough.
• You have to charge for your time; it's essential.
• You need to have a crystal ball for client budgets.
• Dig deeper in every project; learning is continuous.
• Fostering team loyalty is crucial for success.
• You must take responsibility for your job to be good at it.
• Legacy is about ensuring current work is great and supporting future designers.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Buy tickets to the Business Of Interiors 2025 Community Summit: https://www.thebusinessofinteriors.co.uk/2025-community-summit

Connect with our guest: @thorp_design

Website: https://thorp.co.uk

This podcast is sponsored by Usher & Co Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

Summary

In this engaging conversation, Rachel Usher interviews freelance copywriter Lucy Banwell, who specialises in the property and interiors industry. Lucy shares her journey from journalism to copywriting, emphasising the importance of understanding client needs, crafting compelling narratives, and connecting imagery with words. The discussion delves into the nuances of targeting ideal clients, identifying pain points, and the significance of building trust through effective communication. Lucy also highlights the value of client feedback and the human element in copywriting, especially in the age of AI. In this conversation, Lucy Banwell and Rachel Usher discuss the evolving role of AI in communication, particularly in the context of interior design. They emphasise the importance of maintaining a unique voice, building personal connections with clients, and the necessity of transparency and trust in client relationships. The discussion also highlights the significance of team dynamics and the human touch in a competitive market, as well as the effectiveness of calls to action on websites. Finally, they reflect on the legacy they wish to leave and their future goals in the industry.

Key Takeaways

• Understanding what makes a brand unique is crucial for effective copy.
• Connecting copy with imagery enhances client engagement.
• Identifying client pain points helps tailor services effectively.
• Crafting a clear value proposition is essential for designers.
• A well-defined process builds trust with potential clients.
• Client feedback is invaluable for improving services and copy.
• Using client language in copy resonates with target audiences.
• AI can assist in copywriting but should not replace human insight.
• Building relationships and trust is key in the design process. AI can assist in generating ideas but lacks a personal touch.
• Maintaining a unique voice is crucial in design communication.
• Building personal connections with clients fosters trust.

Chapters

00:00: Introduction to Lucy Banwell and Her Journey

05:58: Connecting Copy with Imagery

12:01: Identifying Client Pain Points and Motivations

18:03: The Importance of Process in Design

24:00: The Value of Client Feedback

30:00: The Human Element in Copywriting vs AI

37:40: Building Personal Connections with Clients

46:50: Transparency and Trust in Client Relationships

52:11: Legacy and Future Goals

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guest: @interiorswriterlucybanwell

Website: https://www.lucybanwell.com/

LinkedIn: https://www.linkedin.com/in/lucy-banwell-%F0%9F%8F%A1-664b802b/

This podcast is sponsored by Usher & Co Interior Design.

Buy tickets to the Business Of Interiors 2025 Community Summit: https://www.thebusinessofinteriors.co.uk/2025-community-summit

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In this engaging conversation, Rachel Usher interviews LuAnn Nigara, a prominent figure in the interior design industry. They discuss the importance of collaboration among designers, strategies for growth, and the necessity of documenting processes for efficiency. LuAnn emphasizes the significance of understanding financial management and revenue streams in design, while also addressing the value that interior designers bring to clients. The conversation concludes with insights on navigating client expectations and the importance of maintaining a clear vision for one's business. In this conversation, LuAnn Nigara and Rachel Usher delve into the intricacies of interior design, focusing on the importance of understanding design fees, client expectations, and the value of personal interaction in proposals. They discuss how designers can articulate the complexity of their work to clients, ensuring that the value of their services is recognised. The conversation also touches on the significance of creating a legacy in the design industry, emphasising the need for designers to acknowledge their worth and the impact they have on their clients' lives.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guest: @luannnigara

https://luannnigara.com/

Power Talk Fridays The Book: https://luannnigara.com/well-designed-business-book/

This podcast is sponsored by Usher & Co Interior Design.

Buy tickets to the Business Of Interiors 2025 Community Summit: https://www.thebusinessofinteriors.co.uk/2025-community-summit

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In episode 24 I am speaking with the wonderful Laura Hammett, founder and creative director of the award-winning and renowned Laura Hammett Interiors. Laura authentically shares her journey of starting her design studio and the challenges that she faced along the way. She emphasises the importance of planning ahead to navigate uncertain economic times and the impact of projects being put on hold and the need for open communication with clients. In this candid conversation, we also discuss the challenges and rewards of working in the interior design industry. Laura shares her thoughts on artificial intelligence (AI) in design and the launch of her new Laura Hammett Living furniture and lighting collections. Laura concludes by sharing her and the advice that she would give to her younger self. It is an episode not to be missed and I am extremely grateful to Laura for sharing her journey and being a part of our mission to open up the conversation in the Interior Design industry.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guest: @laurahammett.interiors

https://laurahammett.com/ | https://laurahammettliving.com/

This podcast is sponsored by Rachel Usher Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

I am so grateful that Jude Charles is back for another episode and this time we’re discussing all things marketing!

This time we discuss the importance of storytelling in the interior design industry and how capturing the unpolished version of a project can set designers apart. Jude emphasises the power of showing the behind-the-scenes journey and the challenges that arise during a project. He believes that sharing these moments not only builds trust with clients but also allows designers to showcase their unique personalities and the emotion they bring to their work. Jude also explains the value of sharing personal aspects of oneself in business and building trust with clients and shares strategies for turning clients into advocates whilst highlighting the power of storytelling in building trust and creating connections. You don’t want to miss it!

Warning: You will need your notepad for this one 🖊️

Click here for Jude's downloadable resources for Interior Designers- 10 Storytelling Prompts & Year-End Analysis.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guest: @judecharles

https://judecharles.co/

This podcast is sponsored by Rachel Usher Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.