6 Things Interior Designers Learned From Early Career Mistakes
It’s said that failure is the mother of success, and these three designers can attest to that...
Most design professionals make mistakes when they’re starting out in business, but the key to success is to learn from poor decisions. Here, three interior designers share the lessons they’ve taken away from their experiences.
Professional advice from: Andrés Medina of Decorando tu espacio; Yoko Kloeden of Yoko Kloeden Design; Judith Wahle of JSW Studio
Professional advice from: Andrés Medina of Decorando tu espacio; Yoko Kloeden of Yoko Kloeden Design; Judith Wahle of JSW Studio
Take steps to build your reputation
Trying to build a word-of-mouth business when there are no mouths to spread the word is hard, as UK interior designer Yoko Kloeden learned early on.
“Two of my very first projects came via word of mouth and, having an aversion to sales and networking, I hoped more projects would follow in this way,” she says. “They didn’t. If you’re new to the business, and particularly if, like me, you’re not from the local area, nobody knows about you, let alone what you do and how good you are.
“Building a business relying on people to spread the word takes time,” she continues. “Some form of marketing is essential at any stage, whether that’s traditional networking, editorial features, social media, or speaking and exhibiting at public events, such as trade shows.”
Yoko also says she learned to play to her marketing strengths. “If you hate public speaking, don’t. If you can’t attend networking events as you have small children, don’t. Identify what you’re naturally good at, pinpoint how effective these are, and focus your energy there.”
Trying to build a word-of-mouth business when there are no mouths to spread the word is hard, as UK interior designer Yoko Kloeden learned early on.
“Two of my very first projects came via word of mouth and, having an aversion to sales and networking, I hoped more projects would follow in this way,” she says. “They didn’t. If you’re new to the business, and particularly if, like me, you’re not from the local area, nobody knows about you, let alone what you do and how good you are.
“Building a business relying on people to spread the word takes time,” she continues. “Some form of marketing is essential at any stage, whether that’s traditional networking, editorial features, social media, or speaking and exhibiting at public events, such as trade shows.”
Yoko also says she learned to play to her marketing strengths. “If you hate public speaking, don’t. If you can’t attend networking events as you have small children, don’t. Identify what you’re naturally good at, pinpoint how effective these are, and focus your energy there.”
Be specific about budget
An estimated quote might feel enough, but it can be beneficial to provide more detail, German designer Judith Wahle says.
“During the initial meeting for a new project, I was often asked by the clients what kind of budget the overall refurbishment would be likely to cost,” she says. “Because I wanted to help my clients get a better idea of the upcoming project, I always gave them an estimate based on my experience with other projects.
“As there are often unforeseen issues, especially in old buildings, which only come up after demolition, as well as the client changing their mind and the design developing during the construction phase, this original estimate was often too low,” she says. “Obviously, this led to problems and frustrations on all sides.
“I learned to begin with a detailed concept design as a base for the construction company to quote on,” she explains. “Of course, this requires some work upfront, but it gives the client a much more realistic cost overview and frustrations at a later stage can be avoided.”
Discover the most common client budget problems and how to solve them
An estimated quote might feel enough, but it can be beneficial to provide more detail, German designer Judith Wahle says.
“During the initial meeting for a new project, I was often asked by the clients what kind of budget the overall refurbishment would be likely to cost,” she says. “Because I wanted to help my clients get a better idea of the upcoming project, I always gave them an estimate based on my experience with other projects.
“As there are often unforeseen issues, especially in old buildings, which only come up after demolition, as well as the client changing their mind and the design developing during the construction phase, this original estimate was often too low,” she says. “Obviously, this led to problems and frustrations on all sides.
“I learned to begin with a detailed concept design as a base for the construction company to quote on,” she explains. “Of course, this requires some work upfront, but it gives the client a much more realistic cost overview and frustrations at a later stage can be avoided.”
Discover the most common client budget problems and how to solve them
Give yourself a realistic timeline
Planning everything down to the last detail might seem like the right thing to do, but, according to Andrés, some flexibility is key.
“When I started, I planned my time and my client’s time, but I didn’t have a margin for contingencies, suppliers that were delayed, materials that didn’t arrive,” he explains. “It was very stressful and a constant disappointment, because I couldn’t finish my projects in time.
“I now increase all my project timelines by 20%,” he says. “I have room for manoeuvre in case of anything unforeseen and, if everything goes well, we deliver before the date we’ve given the client.”
Check out Houzz Pro, our new business management platform for designers and renovation professionals.
Planning everything down to the last detail might seem like the right thing to do, but, according to Andrés, some flexibility is key.
“When I started, I planned my time and my client’s time, but I didn’t have a margin for contingencies, suppliers that were delayed, materials that didn’t arrive,” he explains. “It was very stressful and a constant disappointment, because I couldn’t finish my projects in time.
“I now increase all my project timelines by 20%,” he says. “I have room for manoeuvre in case of anything unforeseen and, if everything goes well, we deliver before the date we’ve given the client.”
Check out Houzz Pro, our new business management platform for designers and renovation professionals.
Read reviews of contractors
“As the owner of a small interior design business, I often need to hire other services, such as builders, joiners, accountants, photographers and brand designers,” Yoko says. “It’s important not to rely on recommendations from people who haven’t used the services they’re suggesting.
“Many people used to recommend their friends or acquaintances they met at a networking event,” she continues. “But unless this person has used the service themselves and is thoroughly happy with the quality, it’s not a very useful recommendation.”
A far better way to connect with suppliers and contractors is to read reviews from people who’ve previously worked with them.
“As the owner of a small interior design business, I often need to hire other services, such as builders, joiners, accountants, photographers and brand designers,” Yoko says. “It’s important not to rely on recommendations from people who haven’t used the services they’re suggesting.
“Many people used to recommend their friends or acquaintances they met at a networking event,” she continues. “But unless this person has used the service themselves and is thoroughly happy with the quality, it’s not a very useful recommendation.”
A far better way to connect with suppliers and contractors is to read reviews from people who’ve previously worked with them.
Make your mark
If you want your interior design business to stand out from the competition, it pays to create some of your own products.
“When you open the door of your first studio, the suppliers don’t stop visiting you with catalogues and new materials,” Andrés says. “At first, we loved it, because we could include on-trend pieces in projects, but they were very similar to what other interior designers were doing.”
So Andrés’s firm started creating its own furniture, accessories and even some lighting fixtures. “It’s a differentiating point, as we give the client the possibility of having custom-made furniture,” he says.
Tell us…
What lessons have you learned from mistakes you made early in your interior design career? Share your experiences in the Comments section.
If you want your interior design business to stand out from the competition, it pays to create some of your own products.
“When you open the door of your first studio, the suppliers don’t stop visiting you with catalogues and new materials,” Andrés says. “At first, we loved it, because we could include on-trend pieces in projects, but they were very similar to what other interior designers were doing.”
So Andrés’s firm started creating its own furniture, accessories and even some lighting fixtures. “It’s a differentiating point, as we give the client the possibility of having custom-made furniture,” he says.
Tell us…
What lessons have you learned from mistakes you made early in your interior design career? Share your experiences in the Comments section.
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“During my first projects, I realised there was something they don’t teach when you study,” Spanish designer Andrés Medina says. “We work for real people, and each client is different – you have to learn to be like water, malleable and flowing.
“A project won’t go ahead if you’re not flexible as a professional, if you don’t listen to the client, and you pretend your idea is above everything,” he says. “You must listen and adapt your ideas to the needs of the client. Since I’ve learned this, I try to focus on the final result, ensuring my idea suits the client and they enjoy the whole process.”