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

Ever feel like you’re explaining yourself clearly—yet clients still aren’t hearing what you mean? Communication breakdowns are one of the most common (and costly) challenges in an interior design business. In this episode, Kimberley Seldon sits down with Sierra Collins, long-time BOD™ Partner and DISC expert, to explore how understanding communication styles can completely change the way designers work with clients and teams.

Kimberley first met Sierra years ago during her own DISC assessment, and the insights from that experience still shape how she leads today. Sierra explains why we’re all a mix of DISC styles, how recognizing those differences builds trust faster, and why strong systems and contracts give designers the confidence to lead conversations—even with challenging personalities.

If you’ve ever felt misunderstood, over-explained, or hesitant to be direct, this episode will help you communicate with clarity, confidence, and far less friction.

What you’ll learn in this episode:

- Why everyone is a mix of DISC styles—and why that’s a strength

- How understanding DISC improves client communication and reduces conflict

- How to hire team members with complementary communication styles

- Why systems and contracts give you the courage to lead conversations

- How clearer communication creates better outcomes for designers and clients

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

If you’ve ever worried that you’re charging too much, you’re in good company—it’s one of the most common fears among interior design professionals. In this episode, Kimberley Seldon sits down with interior designer and BOD™ Member, Kristen Apicerno to share a powerful story of transformation that challenges the belief that fair pricing is “double dipping.”

Kristen opens up about her early discomfort charging project management fees, how outside opinions reinforced that fear, and why that mindset kept her doing the hardest parts of the job for free. Everything changed once she implemented Business of Design® systems and saw, clearly, just how much value she was providing—and how much income she was leaving on the table.

This conversation is both practical and empowering, offering insight into how confidence, communication, and structure can dramatically change your earning potential.

What you’ll learn in this episode:

- Why designers and clients should be positioned as equals—and how language reinforces that

- How telling clients what will happen before it happens builds trust and authority

- How purposeful, open-ended questions strengthen client relationships

- Why letting clients do most of the talking leads to better outcomes

- How post-project strategies generate repeat work and referrals

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

If you want the option to sell your design firm one day—even if that day feels far off—the decisions you make nowmatter. In this episode, Kimberley Seldon is joined by Brad Farris to break down what actually makes an interior design business valuable, transferable, and attractive to buyers.

Brad shares the key factors that influence a successful sale, including why owner dependency is the biggest obstacle, how recurring work increases valuation, and why growth planning plays a critical role in succession. This conversation isn’t just about exits—it’s about building a stronger, more resilient business that doesn’t rely entirely on you.

Whether you’re years away from selling or simply want a firm that can run without your constant involvement, this episode will help you start thinking like an owner with options.

What you’ll learn in this episode:

- Why a business can’t be sold if the owner is essential to daily operations

- How building a team and stepping away is practice for succession

- Why repeat clients and long-term relationships increase business value

- Why niche, repeatable work is more valuable than one-off projects

- How building relationships with potential buyers early creates opportunity

- Why understanding business valuation math matters long before a sale

- Who your most likely buyers are—and how to position your firm for them

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Elle Kwan to explore a low-social marketing strategy that helps interior designers attract the right clients—without being dependent on platforms you don’t control.

This conversation focuses on building marketing assets that work quietly and consistently in the background, starting with your website. Elle explains why conversion matters more than posting frequency, how to drive traffic intentionally, and how your portfolio can become a powerful lead-generation tool instead of a static gallery.

If you’ve suspected that relying solely on social media is limiting your growth, this episode offers a smarter, calmer alternative.

What you’ll learn in this episode:

- Why website conversion matters and how it impacts business growth

- Practical ways to bring more qualified visitors to your website

- How to turn your portfolio into a high-performing lead magnet

- Four templated emails that help generate and nurture leads

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Strong businesses are built on strong relationships. In this episode, Kimberley Seldon sits down with Laurie Laizure to explore how community—when nurtured intentionally—creates opportunity, visibility, and long-term growth for interior designers. The Interior Design Community embodies this idea.

Laurie shares her experience supporting the design industry by connecting designers and fostering meaningful relationships, and why community isn’t just a feel-good concept—it’s a strategic business asset. This conversation covers how designers can use their platforms more effectively, speak directly to ideal clients, and make branding decisions today that support growth and future value.

If you want to attract better clients, expand your influence, and build a business that’s supported by genuine connection, this episode offers both perspective and practical guidance.

What you’ll learn in this episode:

- Why video marketing is a powerful tool when targeted to your ideal client

- How self-naming your business can limit future growth or sale opportunities

- Why there are enough high-end clients for every designer to maintain a full pipeline

- How addressing client concerns upfront builds trust and authority

- Why community-building strengthens visibility, credibility, and opportunity

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Growth rarely happens inside your comfort zone. In this episode, Kimberley Seldon explores what happens when an interior designer says yes to a project that stretches their experience—and how that decision can open unexpected doors. Kim Allen shares her story of taking on a large, unfamiliar project and using it as a catalyst for professional growth.

You’ll also hear from her PR team, who explain how they leveraged that bold move to gain visibility and recognition in the industry. Together, they highlight the importance of adaptability, collaboration, and strategic risk-taking in a changing market.

If you’ve been hesitating to take on a project that feels just slightly beyond your current scope, this episode will help you rethink what’s possible—and how to approach it with confidence.

What you’ll learn in this episode:

- How to leverage your expertise to bring fresh insight to new project types

- Why embracing market changes quickly creates opportunity

- When and why to outsource work outside your zone of expertise

- Why planning for lighting early improves outcomes and reduces risk

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

What if work-life balance wasn’t a constant struggle—but a well-planned journey you actually enjoy? In this episode, Kimberley Seldon is joined by Brenda Brix to reframe success for interior designers as something that’s built intentionally, not chased relentlessly.

Using the metaphor of a scenic drive, Brenda explains how systems act as road maps, delegation becomes your pit crew, and slowing down allows you to enjoy the progress you’ve worked so hard to achieve. This conversation emphasizes that sustainable success isn’t about perfection—it’s about alignment, clarity, and making room for both work and life.

If you’re ready to stop white-knuckling your business and start steering it with confidence, this episode offers practical guidance you can put into action right away.

What you’ll learn in this episode:

- How to map your route to success using clear, repeatable systems

- How to create a weekly schedule that prioritizes both work and life

- How to delegate effectively by letting your team follow your systems

- Why blocking time for non-negotiables protects your energy and focus

- How regular task audits help eliminate busy work and outdated habits

- Why reviewing systems and goals keeps your business aligned as you grow

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Leadership in a design business isn’t about having all the answers—it’s about creating the conditions where great ideas, trust, and collaboration can thrive. In this episode, Kimberley Seldon sits down with Shannon Hughes, leadership expert and creator of the Connective Influence Model, to explore how an improv mindset can transform the way interior designers lead their teams.

Shannon shares how principles like adaptability, bold humility, and the simple practice of “yes, and…” help leaders move away from control and toward connection. You’ll learn how creating brave spaces and listening with curiosity builds psychological safety, strengthens team cohesion, and unlocks creativity—without sacrificing authority.

If you want to lead with confidence, stay present under pressure, and build a people-first culture that actually performs, this episode offers practical tools you can start using immediately.

What you’ll learn in this episode:

- Why holding brave space creates psychological safety on your team

- How listening to learn fosters curiosity, trust, and collaboration

- Why self-awareness helps you stay present and lead more effectively

- How bold humility strengthens leadership instead of weakening it

- Why recognizing and challenging your patterns leads to growth

- How using “yes, and…” builds on ideas instead of shutting them down

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

Tracking overall profitability is a good start—but sophisticated design businesses go deeper. In this episode, Kimberley Seldon is joined by LoriAnn Kuntz to explore why tracking profitability by project is one of the most powerful ways interior designers can improve financial health and make smarter decisions.

Not all projects generate the same margins, even when revenue looks similar on paper. Understanding which types of work actually deliver profit allows you to refine your services, focus marketing efforts, and stop guessing about what’s “worth it.” This conversation breaks down how to look at your numbers without fear—and how to stay engaged financially even when you have professional support.

If you want to stop relying on instinct and start using data to guide growth, this episode shows you where to look and why it matters.

What you’ll learn in this episode:

- Why tracking profitability by project leads to smarter marketing decisions

- How to identify which project types deliver the strongest margins

- Why understanding your P&L is essential—not optional

- What to look for in a bookkeeper who tracks by project

- Why business owners must stay financially involved, even with an accounting team

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com

One of the fastest ways to improve your interior design business is to stop forcing yourself to be good at everything. In this episode, Kimberley Seldon talks with Amanda Giles about a pivotal hiring decision that changed everything: bringing on a Director of Operations after multiple unsuccessful attempts to hire an administrator.

Amanda explains why this role—focused on structure, systems, and accountability—made such a dramatic difference in efficiency, quality, and growth. By hiring someone with complementary strengths, she was able to step out of daily operational friction and focus on doing better work, not just more work.

If you’ve been struggling with admin support that never quite works, or you feel like the bottleneck in your own business, this episode will help you rethink what kind of role your firm actually needs.

What you’ll learn in this episode:

- Why honesty about your strengths and weaknesses leads to better hiring decisions

- How radically simplifying roles creates a stronger business structure

- Why understanding the whole business still matters—even when you delegate

- How to empower your team with real authority and trust

- Why backing up your team builds confidence with clients and vendors

Ready to build a business that supports your talent?

Join us at Business of Design®.

https://businessofdesign.com