In this week’s episode of Design Dialogues, I’m joined by Washington, DC–based interior designer Laura Hur, founder of Lorla Studio. Laura’s journey into design is anything but conventional — from growing up in Key West surrounded by stacks of shelter magazines, to earning her master’s at Pratt Institute, working for Gensler, and eventually building her own thriving luxury residential practice.

Laura shares the realities of working at the high end of the market — why she spends 80% of her time on client management and only 20% on design — and the pivotal lessons she’s learned through years of trial and error. We also talk about navigating a changing economy, creating smaller service offerings like “Design Days,” and how outsourcing has allowed her studio to operate like a much larger firm without the heavy overhead.

Whether you’re refining your own market positioning, trying to streamline your client communications, or thinking about how to grow your studio sustainably, Laura’s story is full of practical insights you can apply straight away.

I hope you enjoy the episode

Beth xx

. Laura’s path from Key West to launching Lorla Studio
.Transitioning from big commercial firms to boutique residential design
. Why client management often outweighs design time
. The benefits and drawbacks of outsourcing versus hiring in-house
. How “Design Days” became a strategic service offering in a shifting economy
. Setting clear, structured communication protocols with clients
. Navigating the expectations of luxury clientele
. The rise of the “no-trend” trend in design

. Niche matters — Working with clients who align with your process, values, and budget makes for smoother projects and better outcomes.
. Boundaries are essential — Clear communication structures help avoid overwhelm and keep everyone on the same page.
. Outsource wisely — Bringing in experts for finance, marketing, or legal frees you to focus on the creative and strategic work you do best.
. Adapt to change — Smaller, clearly defined services can help bridge slower seasons.
. Own your value — If you’re providing a luxury service, embrace the expertise and quality you deliver.

If you bill hourly, consider giving clients regular but concise updates so they’re never surprised when an invoice arrives. Pair this with well-defined deliverables and boundaries — especially for smaller service offerings — so you protect both your time and your margins.

. Interior designers growing or repositioning their business
. Studio owners thinking about outsourcing core business functions
. Designers looking to improve client management and communication
. Creatives curious about the realities of the luxury residential market

“I’m absolutely a designer and an artist on one hand, but the only way it’s successful is marrying that with the business owner. We’re not running a charity.” — Laura Hur

Website: Lorla Studio
Instagram: @lorlastudio

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