Business of Design® Podcast | Grow a Profitable Interior Design Business with Kimberley Seldon

Growth doesn’t happen by accident—it happens when strategy, marketing, and business development are aligned. In this episode, Kimberley Seldon is joined by Casey Chastain, who works with design and architecture firms to connect growth initiatives directly to core business objectives.

Casey breaks down why lowering your price rarely leads to better clients, how value—not volume—drives decision-making, and why firms struggle when new ideas aren’t tied to an overarching strategy. From improving bid processes to implementing reporting tools that show what’s actually working, this conversation focuses on growth you can measure and sustain.

If you want marketing and business development efforts that truly contribute to revenue—and not just activity—this episode offers a clear, practical roadmap.

What you’ll learn in this episode:

- Why lowering your price doesn’t automatically attract more clients

- How clients decide based on perceived value, not cost

- How to develop a clear value proposition for marketing and business development

- Why new ideas must align with overall business goals

- How reporting tools reveal what’s driving revenue

- Why communicating goals clearly with your team matters

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Beautiful spaces are important—but lasting client relationships are built on something deeper. In this episode, Kimberley Seldon talks with interior designer Kate Marker about why the most successful designers focus on how clients want to feel in their homes, not just how those homes look.

Kate shares how asking strategic questions, listening actively, and building trust through transparency allows designers to uncover what truly matters to clients. By understanding mood, emotion, and lifestyle, designers can create spaces that resonate deeply—and relationships that last long after the project ends.

This conversation is a reminder that great design isn’t just visual—it’s relational.

What you’ll learn in this episode:

- Why truly understanding your clients takes time and intention

- How to tailor designs that reflect each client’s personality and lifestyle

- Why regular communication and check-ins build trust

- How active listening strengthens client relationships

- When collaboration matters—and when to confidently lead as the expert

- Why transparency is the foundation of trust

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Art gives a home its soul—but too often, interior designers leave art selection to chance or avoid it altogether. In this episode, Kimberley Seldon is joined by Natalie Papier to demystify the process of choosing art and show why it’s one of the most powerful tools designers have.

Natalie explains that meaningful art doesn’t have to come from intimidating galleries or massive budgets. From inherited pieces and flea-market finds to textiles, pottery, and children’s artwork, art tells a client’s story—and can guide the entire design direction of a home.

If you’ve ever hesitated to make art recommendations, this episode will help you approach art with confidence and use it as a foundation for richer, more personal design.

What you’ll learn in this episode:

- Why art can come from personal, unexpected, and meaningful sources

- Where to find great art beyond traditional galleries

- How starting with art helps define a home’s color palette

- Why mood matters more than “matching” artwork

- How art brings personality, history, and emotion into a space

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Local television might not feel glamorous—but it can be a powerful visibility tool for interior designers. In this episode, Kimberley Seldon talks with Helen Austen, an interior design professional who has leveraged regular TV appearances to build name recognition and attract clients.

Helen breaks down what it really takes to get on air, from pitching local networks to understanding the business side of television. She explains why speaking directly to your ideal client matters more than chasing exposure, and how consistency on TV builds credibility over time.

If you’ve ever wondered whether television could support your marketing strategy, this episode offers a practical look at how to make it work—without hype or illusion.

What you’ll learn in this episode:

- Why starting with local TV is the smartest move

- What to expect when it comes to paying for airtime

- How to speak directly to your ideal client on camera

- Why TV builds name recognition more than instant glamour

- How cold-calling networks can open unexpected

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

In this milestone episode, Kimberley Seldon and Team BOD™ take the stage at High Point Market to celebrate 20 years of Business of Design® with a live rehearsal of 20/20 Vision: Be the Expert.

This episode is a powerful reminder that running a profitable, sustainable interior design business is not only possible—it’s more achievable today than ever before. Kimberley shares a sneak peek at 20 foundational systems that have helped thousands of designers step into expertise, charge appropriately, and build businesses that truly support their lives.

If you couldn’t join the celebration live, this episode brings the insight, clarity, and motivation straight to you—along with practical strategies you can start implementing right away.

What you’ll learn in this episode:

- What it really means to “be the expert” in your design business

- How systems create profitability, confidence, and consistency

- Why running a successful design business is easier now than ever

- Which core systems support long-term growth and sustainability

- How expertise benefits both you and your clients

- The mindset required to step into your next level of leadership

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Hiring your first team member is one of the biggest decisions in your interior design business—but it’s also one of the most confusing.

In this episode, Kimberley Seldon is joined by Miriam Silver Verga and Hillary Kaplan to break down how to approach your first hire with clarity and confidence. From bookkeepers to assistants to sales support, they explore what roles actually move your business forward—and how to decide what you need most.

If you’ve ever wondered when it’s time to hire, who to hire first, or how to build a team that supports your growth, this episode will help you think more strategically about scaling your design firm.

What you’ll learn in this episode:

- How to decide who your first hire should be in your interior design business

- Why understanding strengths and weaknesses is key to building a strong team

- How to set clear expectations and boundaries with employees

- Why trust matters—but verification is still essential

- How to treat mistakes as part of the cost of growing your business

Ready to build an interior design business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Your pricing model is only as strong as the contract that supports it.

In this episode, Kimberley Seldon breaks down the three most common interior design contract structures—hourly, flat fee, and hybrid—and explains how each pricing model works in practice. The truth? It’s not about which model you choose. It’s about how well you structure your contract, calculate your fees, and manage the money throughout the project.

If you’ve ever struggled with pricing your services, writing contracts, or getting paid properly, this episode will help you connect the dots between interior design contracts and profitability.

What you’ll learn in this episode:

- The differences between hourly, flat fee, and hybrid interior design contracts

- How each pricing model impacts cash flow, control, and profitability

- Why the right contract—not the pricing model—is what protects your business

- How to confidently ask for the fees you need upfront

- How to calculate project fees that cover time, scope, and risk

Ready to build an interior design business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

If you’re not consistently booking clients, the problem may not be your marketing—it may be your appointment engine.

In Part 2 of this conversation, Kimberley Seldon and Nikki Nash break down how interior designers can create a reliable system for attracting, engaging, and converting ideal clients. Because getting noticed is only step one—what matters is what happens next.

From sparking interest to guiding prospects through a clear client journey, this episode shows you how to turn conversations into committed projects.

If you want more consistent inquiries, better-fit clients, and a smoother sales process, this is where to focus.

What you’ll learn in this episode:

- Why every interior design business has an “appointment engine”—whether you’re using it or not

- How to show up where your ideal clients already are

- How to capture attention with a clear and consistent offer

- Why clarity in your messaging directly impacts conversions

- How to move from first contact to booked consultation

- The step-by-step process of guiding prospects toward a decision

- How to confidently transition from conversation to proposal

Ready to build an interior design business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

If you’re not consistently attracting new clients, it’s time to look at your appointment engine.

In Part 1 of this conversation, Kimberley Seldon is joined by Nikki Nash to introduce the concept of an “appointment engine”—a simple but powerful framework for generating leads and turning interest into real opportunities.

Because every interior design business already has an appointment engine. The question is whether it’s working for you… or against you.

This episode focuses on the foundational steps: where to show up, how to get noticed, and how to start meaningful conversations with the right clients.

What you’ll learn in this episode:

- Why every interior design business has an appointment engine (even if it’s not intentional)

- How to identify where your ideal clients are—and show up confidently

- How to capture attention with a clear, consistent offer

- Why strong messaging is critical to starting client conversations

- How to move from visibility to initial connection

- The early steps to building a reliable client acquisition system

Ready to build an interior design business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Why are so many interior designers busy—but still not making consistent money?

In this episode, Kimberley Seldon is joined by Racheal Cook to unpack the concept of entrepreneurial poverty—a cycle where business owners work hard but struggle to achieve stable, sustainable income.

While inconsistent revenue is often the obvious problem, this conversation goes deeper. Because building a profitable interior design business isn’t just about making more money—it’s about protecting your time, energy, and capacity as you grow.

If you’re feeling overworked, underpaid, or stuck in a cycle of feast-and-famine, this episode will help you rethink how to build a business that supports your life—not consumes it.

What you’ll learn in this episode:

- Why inconsistent income is the biggest barrier to sustainable business growth

- How to set growth goals that protect your time and energy

- Why paying yourself is critical—even while you’re growing

- How to build a support system that strengthens your business decisions

- What it takes to create a design business that supports health, wealth, and relationships

Ready to build an interior design business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com