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

In the interior design industry, clarity is power—and a well-built operations manual may be the most valuable asset in your entire business. In this episode, Kimberley Seldon is joined by design duo Marli Jones and Michael Kreuser, who share how clearly defining roles, documenting responsibilities, and building strong systems has allowed their firm to function smoothly and creatively.

Whether you're running a partnership, leading a team, or operating solo, the way you divide tasks determines everything: profitability, stress levels, project quality, client satisfaction, and your ability to scale. Marli and Michael reveal how they delegate procurement and project management, maintain clean boundaries with contracts and agreements, and empower their team with trust and accountability.

This is a must-listen for designers who want fewer bottlenecks, stronger collaboration, and a business that can grow without relying on them for every decision.

In this episode you will learn:

- Why establishing clear roles and responsibilities eliminates confusion

- How to define ownership and decision-making authority from the start

- Why contracts and agreements keep partnerships clean and professional

- How to build systems before you delegate to ensure consistent results

- Why separating creative work from operations increases efficiency and balance

- How to foster a culture that accepts mistakes and learns from them

- How to choose clients based on fit—not just budget or project size

- How process and structure create more space for creativity

- How to empower your team with trust, autonomy, and shared accountability

- Ways to nurture strong relationships with clients, trades, and vendors

Professional photography isn’t a luxury for interior designers—it’s a growth strategy. In this episode, Kimberley Seldon and interiors photographer Candice Brooke dive into the transformative power of high-quality imagery and how it impacts everything from client attraction to project visibility to your firm's perceived value.

Candice shares expert insights on preparing your space for a shoot, creating a strategic shot list, and collaborating effectively with photographers who understand the interior design industry. You’ll also learn how to maximize your images across platforms—from your portfolio and website to social media and press opportunities—so your work gets the attention it deserves.

Whether you're a seasoned designer or just beginning to build your portfolio, this conversation will show you why investing in photography is one of the smartest decisions you can make for your brand, credibility, and business growth.

In this episode you will learn:

- How professional photography drives business growth and client acquisition

- Essential tips for preparing a space for a photo shoot (lighting, styling, decluttering)

- How to build a strategic shot list tailored to each project

- The value of working with photographers who have industry connections

- How to leverage your images for maximum exposure across social media and your website

- The evolving role—and current limitations—of AI in interior design photography

- Practical advice for new designers working with limited budgets

AI is no longer a futuristic idea—it’s a practical tool reshaping how interior designers work, create, and deliver value. In this forward-thinking episode, Kimberley Seldon speaks with Nithya Subramaniam, an architect turned product and experience designer, about the real ways AI can transform your design practice today.

Rather than replacing designers, AI has the power to enhance creativity, reduce repetitive tasks, improve decision-making, and streamline entire workflows. Nithya breaks down how AI tools can generate spatial concepts, evaluate environmental conditions, integrate data for smarter solutions, and help designers iterate in real time. From climate adaptation to sustainable materials, AI is unlocking new levels of insight and efficiency.

If you’ve been wondering how AI will impact your business—or how to start using it confidently—this episode will give you the clarity and inspiration you need. AI is here to stay, and the designers who embrace it early will have a major advantage.

In this episode we learn:

- Why AI supports rather than replaces designers by automating routine tasks

- How AI tools generate spatial solutions based on real design project needs

- How real-time iteration enables faster, more creative design development

- How integrated data powers future-focused design, from sustainability to climate adaptation

- How AI agents optimize resources, track carbon impact, and streamline timelines

Originally aired in 2017, this classic conversation with branding expert Bruce Philp remains just as relevant today. In Part 2 of You Are a Brand, Bruce Philp and Kimberley Seldon explore what happens when interior designers stop minimizing their value and fully step into the authority their clients are looking for.

As Bruce says, “Taking yourself seriously has power. It says you are playing a longer game.” When you embrace your brand with intention, you signal confidence, clarity, and leadership—qualities clients instinctively trust. And when you allow imposter syndrome to run the show, you risk sending the opposite message.

This episode dives into the mindset shifts, practical habits, and brand-building strategies that help design professionals move past self-doubt and into a more powerful, more profitable version of themselves.

What you’ll learn in this episode:

- Practical ways to combat and outsmart imposter syndrome

- What it looks like when clients fully trust your expertise

- Why clients want you to step confidently into the role of “the answer”

- How intentional brand development strengthens your leadership

- Why striving to learn beats striving for perfection

- How to create a positive client experience that builds loyalty

- Why your stories matter—and how they reinforce your credibility

Upselling and cross-selling aren’t pushy sales tactics—they’re powerful tools that allow interior designers to elevate the client experience and grow revenue without adding more hours to their workload. In this episode, Kimberley Seldon breaks down how to confidently recommend premium products, enhancements, and complementary services that genuinely improve project outcomes.

You’ll learn how to identify high-impact opportunities within your existing projects, how to present upgrades with integrity, and how small suggestions can turn modest jobs into remarkable results. With the right mindset and language, upselling becomes an act of service—helping clients get the best version of their project while increasing profitability for your firm.

If you want to maximize value, strengthen client relationships, and generate more revenue without taking on more clients, this episode will show you exactly how to do it.

In this episode, you will learn:

- The difference between upselling and cross-selling—and when to use each

- How to confidently present premium upgrades without feeling pushy

- Why integrity is essential when recommending enhancements

- Real examples of turning small projects into significant opportunities

- Strategies to grow revenue without increasing your workload

- How to unlock the potential of your current client relationships

Originally aired in 2017, this foundational conversation with branding expert Bruce Philp remains essential listening for any interior designer wanting to strengthen their identity, increase client trust, and build a brand that stands out.

As Bruce puts it, “People don’t buy our product. They buy the belief that we can create and deliver the product. They buy our brand.” In Part 1, Kimberley Seldon and Bruce Philp explore why branding is far more than a logo or tagline—it's the belief system your clients choose when they hire you.

You’ll learn the core elements of a healthy brand, how small business owners can borrow cues from big companies to establish credibility, and the subtle ways entrepreneurs unintentionally undermine their own authority. This episode will help you step into your brand with clarity, intention, and the confidence clients expect from a professional.

What you’ll learn in this episode:

- The three components of a healthy brand every business needs

- Why outsourcing parts of your brand experience can strengthen client perception

- How adopting the appearance of a corporation builds client confidence

- The three common ways entrepreneurs give away their power

- How to use purpose, positioning, and character to build a recognizable, trustworthy brand

- Why clients choose brands based on belief—not just the work itself

In this episode of the Business of Design® Podcast, Kimberley Seldon sits down with interior designer and bestselling author Erin Gates to explore the principles behind Elements of Timeless Style. Erin shares how to create interiors that feel fresh today while aging gracefully—spaces rooted in quality, personal story, and thoughtful design rather than fleeting trends.

From navigating the emotional experience of building a home to fostering a smooth and collaborative client process, Erin offers practical insights for designers who want their work to feel meaningful, enduring, and deeply personal. You’ll learn why flexibility matters, how to plan for inevitable changes, and why investing in the right team and materials leads to better outcomes every time.

Whether you're designing a client’s forever home or simply striving to produce work that lasts, this episode will help you refine your approach to timeless, story-driven design.

In this episode we learn:

- Why timeless design matters—and how it naturally evolves with the homeowner

- How a smooth, collaborative design process enhances the final result

- The emotional side of building a home and honoring the client’s story

- Why embracing flexibility is essential—because things will change

- Why quality over quantity is the foundation of timeless style

- How to design a space that feels like a forever home (even if the client isn’t staying forever)

Some of the most valuable business lessons come from hard-earned experience—and in this episode, interior designer Diana Wagenbach shares the insights that transformed her business from overwhelmed to overjoyed. Kimberley Seldon sits down with Diana to break down five game-changing takeaways that every designer can apply, no matter where they are in their journey.

Diana talks about why waiting for the “perfect system” only slows you down, and how starting with the tools you have can spark real momentum. She sheds light on one of the biggest profitability killers in the industry—not tracking your time—and explains how consistent time-tracking leads to accurate estimating, healthier margins, and fewer surprise losses. The conversation also includes a candid look at saying no to the wrong projects, hiring with intention, and letting go of the myth that doing everything yourself is a badge of honor.

If you’re ready to streamline your workflow, increase profitability, and build a business that feels lighter and more joyful, this episode is packed with honest, practical advice you can use right away.

In this episode you will learn:

- Why you shouldn’t wait for the perfect time or system—start where you are

- The financial cost of underestimating time and failing to track your hours

- How consistent time-tracking protects your profitability and improves project estimating

- Why you must stop saying yes too soon (and too often)

- How hiring without defined roles leads to confusion and costly mistakes

- Why “doing it all” isn’t a badge of honor—and what to focus on instead

Procurement shouldn’t be a financial burden—it should be one of the most profitable parts of your interior design business. In this episode of Business of Design®, Kimberley Seldon speaks with Jennifer VanderMeer, a longtime interior designer who now works on the supplier side with Aquavato, a global leader in luxury plumbing. Jennifer shares the procurement strategies that allow designers to offer concierge-level service while increasing profitability—not sacrificing it.

From understanding MAP vs. MSRP to strengthening vendor relationships, Jennifer reveals the insider knowledge most designers never get access to. You’ll learn how trade pricing really works, how strong supplier partnerships can help you avoid costly mistakes, and why procurement is ultimately about delivering exceptional value through solutions, relationships, and expertise.

If you’ve ever struggled with pricing, felt unsure how to protect margin, or wondered how to deliver white-glove service without eroding profit, this episode will give you the clarity and confidence you need.

In this episode you will learn:

- How understanding MAP vs. MSRP can transform your pricing and profitability

- Why trade pricing doesn’t mean trade-offs

- How strong supplier partnerships prevent mistakes, speed up sourcing, and improve outcomes

- Why procurement is fundamentally about solutions, service, and value

- How to deliver concierge-level service and remain profitable

- How disbursements can create an additional, transparent profit center in your business

What happens when interior design meets entrepreneurship, experimentation, and bold creative vision? In this inspiring episode, Kimberley Seldon sits down with Christina Samatas and Renee DiSanto, the powerhouse duo behind Park & Oak, to explore their ten-year journey from independent designers to leaders of a thriving design, retail, and event brand.

Their story is a masterclass in taking risks, embracing pivots, and building multiple income streams that support and elevate their core design business. Christina and Renee share how they followed intuition rather than a traditional roadmap, why collaboration became their competitive advantage, and how saying yes to new opportunities—even imperfect ones—helped them grow faster and smarter.

For interior designers dreaming of expanding their business, diversifying revenue, or stepping into larger possibilities, this episode offers real-world insight into scaling with creativity, courage, and intention.

In this episode you will learn:

- Why the path to your ideal design business is rarely straight

- How multiple revenue streams can complement and strengthen your design firm

- Why experimentation, failure, and refinement are essential to growth

- How partnering with people who complement your strengths creates true synergy

- Why memorable design experiences can lead to your next best clients

- Why rolling up your sleeves, learning as you go, and making mistakes is part of the entrepreneurial process