Design Biz Survival Guide

This episode is presented in partnership with the High Point Market Authority's Diversity Advocacy Alliance, a group dedicated to advancing, improving, and supporting diversity by cultivating a welcoming environment and expanding representation of the BIPOC community within the home furnishings industry and its leadership.

Today we welcome Ben Johnston, chair of DAA, and DuVal Reynolds, past chair and founding member. Together, they share the mission of the Diversity Advocacy Alliance, what it means to them, and the impact DAA is making on the industry. We also discuss the role that High Point Market Authority played in championing the implementation of DAA, the leaders who are keeping the momentum going, and what the future holds for this valuable association.

SHOW HIGHLIGHTS

• Discover the mission of the Diversity Advocacy Alliance (DAA) and how the organization is working to expand BIPOC representation and create a more inclusive home furnishings and interior design industry.
• Learn how High Point Market Authority helped establish DAA and how an initial advisory committee evolved into an organization driving meaningful industry change.
• Hear Ben Johnston and DuVal Reynolds share their personal journeys with DAA and the experiences that inspired their commitment to diversity, equity, and inclusion.
• Explore DAA's growing impact through educational panels, networking opportunities, mentorship initiatives, industry events, and its annual Open Arms, Mentorship, and Social Responsibility Awards.
• Find out how DAA's transition into an independent nonprofit organization will create opportunities for expanded programming, partnerships, fundraising, and volunteer involvement beyond High Point Market.
• Discover practical ways interior designers can champion diversity through intentional sourcing, inclusive hiring practices, mentorship, and advocating for underrepresented professionals.
• Hear how Ben's advocacy helped create a historic opportunity for designer Arianne Bellizaire and why using your influence to open doors for others can have a lasting impact.
• Gain insight into the progress being made toward a more inclusive design industry, from increasingly diverse representation at High Point Market to new opportunities for BIPOC designers and future generations of creative professionals.

NOTABLE QUOTES

• "I know that every door doesn't have to be kicked down. Sometimes you can just knock to say, 'Hey, is there space to have a conversation?' And go from there."
• "So use your platform to lift up other people."
• "I think there are so many ways in business that you can promote diversity. One is just you could start sourcing from BIPOC entrepreneurs"
• "With simple moves, simple actions, intentional changes do make a difference. That's all you have to do."

SUPPORTING RESOURCES

• Diversity Advocacy Alliance (DAA) Website: http://diversityadvocacyalliance.org/
• Diversity Advocacy Alliance Instagram: https://www.instagram.com/diversityadvocacyalliance/

SPONSOR LINKS

• Diversity Advocacy Alliance (Episode Partner): https://diversityadvocacyalliance.org/
• Design Manager: https://www.designmanager.com/
• DesignSpec: https://designspec.com/
• Interior Design Society (IDS): https://interiordesignsociety.org/ — Use code DBSG75 for $75 off a new membership.

Today we welcome Sarah Weltner Chaffee, founder and principal designer of Weltner Interiors, based in Kansas City. In this episode, Sarah shares her transition from architecture to interior design, the obvious and not-so-obvious differences between the two, and how she leaned into her network, vendors, and workrooms to learn what she didn't know about the business side of design. We also discuss her perspective on balancing creativity with the demands of running a business, and Sarah shares her latest creative outlet: product design.

SHOW HIGHLIGHTS

• Why bigger isn't always better: Sarah shares how focusing on smaller-scale interior design projects, furniture refreshes, and light remodels has helped her build a more profitable, creatively fulfilling business.
• Making the transition from architecture to interior design and how Sarah applies her architectural training to space planning, sight lines, lighting, and the overall experience of a room.
• Learning the business of interior design on the job and why asking questions, building relationships with vendors, and collaborating with trusted workrooms are essential to long-term success.
• Developing confidence as a business owner, from navigating financial systems and refining client agreements to charging appropriately and sending invoices without hesitation.
• The importance of keeping overhead low, understanding profit margins, and building a lean interior design business that provides financial stability and flexibility.
• Defining success on your own terms and creating a business model that supports work-life balance, personal priorities, and time with family.
• Finding new opportunities for creative fulfillment and business diversification through product design, including Sarah's launch of Finery, a luxury seasonal décor collection featuring handcrafted Christmas tree skirts.
• Why community over competition, supportive industry relationships, and maintaining perspective can make running an interior design business more enjoyable and sustainable.

NOTABLE QUOTES

• "Those are more profitable for me than doing something that goes out for three years." — Sarah Weltner Chaffee
• "I think running a business is such a, like, extended therapy session with yourself." — Sarah Weltner Chaffee
• "I think be very clear on, like, what your priorities are." — Sarah Weltner Chaffee
• "My personal definition of success is having a profitable business that doesn't stress me out too much and allows me to enjoy my family and friends to full capacity." — Sarah Weltner Chaffee

SUPPORTING RESOURCES

• Weltner Interiors Website: https://www.weltnerinteriors.com/
• Weltner Interiors Instagram: https://www.instagram.com/weltnerinteriors_finery/
• Finery Collection: https://thefinerycollection.com/
• Porter Teleo: https://www.porterteleo.com/
• Kyle Bunting: https://kylebunting.com/
• Samuel & Sons: https://www.samuelandsons.com/
• AutoCAD: https://www.autodesk.com/products/autocad/overview

SPONSOR LINKS

• Design Manager / Design Spec: https://designspec.com/survivalguide — Explore project management, procurement, accounting, and specification tools for interior designers. Visit the link for the episode's advertised 10% subscription discount.

• Interior Design Society (IDS): https://interiordesignsociety.org/ — Connect with the interior design community through networking, education, and professional resources. Use code DBSG75 for the episode's advertised $75 discount on a new membership.

Today we welcome Lindsay Olson, owner and principal designer at Lulu Designs, based in Costa Mesa, CA. In this episode, Lindsay shares her journey from real estate to model homes, partnering with developers on spec homes and renovations, and ultimately launching her own interior design business. We also discuss the benefits of legacy clients and how they've shaped her diverse business model. Lindsay reflects on her 25 years in the business and compares the business of design then, now, and going forward.

SHOW HIGHLIGHTS

• Lindsay shares how her early experience in real estate, house flipping, design school, and model homes helped shape her approach to interior design and entrepreneurship.
• We discuss the value of formal design education, real-world experience, and the many different paths available to today's design professionals.
• Lindsay explains how building a primarily referral-based business and prioritizing client relationships has created decades-long legacy clients and repeat projects.
• We explore how maintaining a low-profile business and protecting client privacy can be a powerful alternative to building a highly visible social media presence.
• Lindsay reflects on how technology has allowed her to operate a lean, efficient design firm while continuing to serve a large and diverse client base.
• We discuss pricing, profitability, and why Lindsay believes designers must value their expertise, communicate their fees clearly, and approach interior design as a business.
• Lindsay shares how she is evolving her marketing strategy, embracing social media, and stepping more fully into the role of CEO while honoring the foundation her business was built on.
• We talk about longevity in the design industry, adapting to change, continuing to learn, and Lindsay's definitions of survival and success after 25 years in business.

NOTABLE QUOTES

• "There's room for everybody, and I firmly believe there's room for everybody."
• "You have to value yourself and your gifts and your time and turn that into money. It's a profit. It's a business."
• "My secret to survival in this business has been to just keep going."
• "My personal definition of success is freedom."

SUPPORTING RESOURCES

• Lulu Designs Website: https://www.luludesigns.com/
• Lulu Designs Instagram: https://www.instagram.com/luludesignsbylindsay/
• Interior Design Diaries Podcast

SPONSOR LINKS

• Design Manager / Design Spec: https://designspec.com/survivalguide
• Interior Design Society: https://interiordesignsociety.org/

Today we welcome Rutu Patel, founder and principal designer at The Yellow Slide Interior Design based in Issaquah, Washington. In this episode, Rutu shares her design journey and how sixteen years in the tech industry influenced her formulated approach to structure, process, and the client experience for her design business. We also discuss the heartfelt origin story of The Yellow Slide, and Rutu shares the four pillars that she has adopted for her design business to guide every project: head, heart, purpose, and personality.

SHOW HIGHLIGHTS

• How Rutu transitioned from a 16-year career in tech to launching The Yellow Slide Interior Design in January 2025.
• The transferable skills from tech that shaped Rutu's approach to communication, process, client experience, and project management.
• Why Rutu is passionate about uncovering the hidden potential in shared and often-overlooked spaces within the home.
• How Rutu built her own custom client portal using AI to create an experience tailored specifically to her design process.
• The importance of balancing technology with analog tools, creativity, sketching, and hands-on design exploration.
• How head, heart, purpose, personality, and possibility influence Rutu's approach to creating meaningful, functional homes.
• The heartfelt childhood story behind The Yellow Slide and how one small, thoughtfully designed space inspired Rutu decades later.
• Rutu's three Cs for surviving entrepreneurship: curiosity, commitment, and connection.

NOTABLE QUOTES

• "I thought there was a need. Here's an empty wall. Like, let's build something."
• "At no point can I just settle and be like, 'Oh, done. I know design.' Like, nobody does. You know? It's always evolving."
• "That being a good designer is just a very small part of running a design business."
• "For me, it's just having the choice to work and play and live however I want to."
• SUPPORTING RESOURCES
• The Yellow Slide Website: https://www.theyellowslide.com/
• The Yellow Slide Instagram: https://www.instagram.com/theyellowslide

SPONSOR LINKS

• Design Manager / Design Spec: https://designspec.com/survivalguide
• Interior Design Society: https://interiordesignsociety.org/

Today we welcome Frederic Godinez and Alexander Stabler, the design duo behind Frederic Alexander—a multidisciplinary interior design studio based in Las Vegas, Nevada. In this episode, Freddy and Alex share their different backgrounds in business and design and how they harnessed the intersection of technical training and creative permission to create a brand dynamic that has become their superpower. We also discuss the grassroots marketing approach that got the brand off the ground, their commitment to informing and educating their clients, and how they found support through community over a cup of coffee.

SHOW HIGHLIGHTS

• How Freddy and Alex's diverse backgrounds in hospitality, landscape architecture, performance, cosmetology, and experiential marketing influence their approach to interior design
• Why combining technical training with creative permission has become one of Frederic Alexander's greatest strengths
• The grassroots pop-up strategy that helped them introduce their brand, build visibility, and organically land their first design projects
• Why educating clients about the design process, pricing, and value is essential to creating confidence and reducing confusion
• How tracking hours, understanding profitability, and learning to charge appropriately have shaped the evolution of their business
• The challenges and rewards of building a business as married partners—and how learning to embrace their differences became their superpower
• How Frederic Alexander is expanding its services through real estate to create a more holistic client experience
• Why Coffee Talk, IDS, and a commitment to community over competition have given Freddy and Alex a trusted space for vulnerability, support, and professional growth

NOTABLE QUOTES

• "Design is easy, but the business of design is not."
• "We always try to come from a place of abundance rather than scarcity, and we truly believe that in the design industry, there's enough room for everybody."
• "Any time we collaborated openly and worked together, the end results surpassed what either one of us could have individually achieved."
• "You just—you don't know what you don't know until you know it. So as soon as you know it, implement it, make the best of it, and keep moving forward. Don't give up."

SUPPORTING RESOURCES

• Fredric Alexander Website: https://fredricalexander.com/
• Fredric Alexander Instagram: https://www.instagram.com/fredricalexander

SPONSOR LINKS

• Design Manager / Design Spec: https://designspec.com/survivalguide
• Interior Design Society: https://interiordesignsociety.org/

Today we welcome Noz Nozawa of Noz Designs, a full-service interior design firm based in San Francisco, California. In this episode, Noz shares her story of discovering design at a young age, her appreciation for art history and architecture, and the pivotal moment when she found her community and pursued her passion for interior design. We also discuss the realities of launching a business, the importance of perseverance, and explore her lighting design partnership with Hudson Valley Lighting Group and what it really takes to bring a collection to market.

SHOW HIGHLIGHTS

• How Noz's fascination with interiors began as a child browsing design books and eventually led her to consider architecture and interior design as a career.
• The impact studying art history and architecture at the University of Pennsylvania had on the way Noz understood the built environment, furniture, and design.
• How her career in marketing and her time at Houzz connected her with designers, architects, contractors, and other creative entrepreneurs who inspired her to make a career change.
• The financial, emotional, and practical realities Noz faced when launching Noz Designs in 2014—and why perseverance became essential to building the business.
• Why intentionally curating her portfolio helped Noz attract the kinds of projects and clients she ultimately wanted to work with.
• Noz's perspective on why building a design business can feel significantly harder in the early years and how experience, reputation, and financial stability can change the equation.
• The behind-the-scenes story of Noz's partnership with Hudson Valley Lighting Group for Corbett Lighting, including why she walked away from the first opportunity and how the collaboration eventually came back around.
• What Noz has learned about product design, manufacturing constraints, mentorship, rest, and defining success by being fully present and satisfied with the life she has built.

NOTABLE QUOTES

• "You can only be new once. You can only have your first collection once."
• "Everything gets so much easier if you can survive how hard it is at the beginning."
• "You need to find mentors. Like, you can't just wait for someone to pluck you out of obscurity and take you under their wing and help you."
• "For me, success is like, am I obsessed with the life that I have right now?"

SUPPORTING RESOURCES

• Noz Designs Website: https://nozdesign.com/
• Noz Designs Instagram: https://www.instagram.com/noznozawa
• Noz Nozawa for Corbett Lighting: https://www.hvlgroup.com/Products/Designer/NOZAWA
• 1stDibs Objects of Desire Podcast — hosted by Noz Nozawa and 1stDibs Editor-in-Chief Tony Freund
• Houzz — discussed as an important part of Noz's early career and exposure to the interior design community

SPONSOR LINKS

• Design Manager / Design Spec: https://designspec.com/survivalguide
• Interior Design Society: https://interiordesignsociety.org/

Today we welcome Sarah Richter and Brandon Medlin—partners in life and business and leaders of Sarah Richter Design, an architectural lighting design studio based in Annapolis, Maryland. In this episode, Sarah shares the pivotal moment when she discovered architectural lighting design, and Brandon shares how his skills and background helped bring the business full circle. We also discuss their B2B business model and how they partner exclusively with designers, builders, and architects to elevate the design process and help create truly extraordinary spaces.

SHOW HIGHLIGHTS

• How Sarah's background in architecture led her to discover the specialized world of architectural lighting design.
• Brandon's journey through business, sales, lighting distribution, controls, and project management—and how those skills complement Sarah's design expertise.
• Why Sarah Richter Design operates as a B2B architectural lighting studio serving interior designers, architects, builders, and other trade professionals.
• How an independent lighting designer can support an interior designer's vision without competing for decorative lighting sales or taking over the designer's scope.
• The value of bringing a lighting designer into a project early to help coordinate architectural lighting, decorative fixtures, controls, dimming, color temperature, and installation details.
• How Sarah and Brandon balance being spouses, parents, and business partners while bringing different perspectives to the creative and operational sides of the firm.
• A look inside a 22,000-square-foot residential project where collaboration, tunable white lighting, color-changing lighting, mock-ups, and layered lighting helped create atmosphere throughout the home.
• Why curiosity, community, trusting the process, and surrounding yourself with knowledgeable collaborators are essential to building a successful design business.

NOTABLE QUOTES

• "We are a real-life encyclopedia."
• "It might be a grind, but it feels like you have a purpose."
• "I think it's remaining curious."
• "Our personal definition of success is time."

SUPPORTING RESOURCES

• Sarah Richter Design Website: https://www.sarahrichterdesign.com/
• Sarah Richter Design Instagram: https://www.instagram.com/sarahrichterdesign/

SPONSOR LINKS

• Design Manager / Design Spec: https://designspec.com/survivalguide
• Interior Design Society: https://interiordesignsociety.org/

Today we welcome Donna Hartman, owner and principal designer of Gray Fox Interior Design. In this episode, Donna shares her entrepreneurial journey from model homes to hospitality and how her years in the classroom as an educator laid the foundation for her high-touch approach to business and interior design. We also discuss how peers and partnerships support the continued development of her interior design business model, and Donna shares the rewarding benefits of committing to a volunteer leadership role as president of the Southern California Chapter of NKBA.

SHOW HIGHLIGHTS

• How Donna's experience designing model homes introduced her to the importance of function, spatial awareness, and how people live in their homes
• The transferable skills she developed as an educator and how designing engaging classroom environments shaped her approach to interior design
• How managing luxury vacation rentals and operating a staging company strengthened Donna's attention to detail and hospitality mindset
• Why Donna ultimately chose to specialize in kitchen and bath design rather than trying to serve every area of the industry
• How peers, contractors, trade professionals, educational events, and industry connections helped Donna learn the business of design
• The value of checking your ego at the door and surrounding yourself with people who bring different strengths and expertise
• How an unexpected design partnership increased Donna's confidence, expanded her capabilities, and created opportunities for larger projects
• The personal and professional growth Donna has experienced while serving as president of the Southern California Chapter of NKBA

NOTABLE QUOTES

• "I like to be in control. I like to create my own destiny."
• "Success is never achieved alone, never."
• "It's okay to think big, but it's also okay to start small."
• "I needed to start small and let it organically grow."

SUPPORTING RESOURCES

• Gray Fox Interior Design Website: https://www.grayfoxinteriordesign.com/
• Gray Fox Interior Design Instagram: https://www.instagram.com/grayfoxinteriordesign/
• The Big Power of Tiny Connections by Jen Nash: https://www.amazon.com/Big-Power-Tiny-Connections-Interactions-ebook/dp/B09NWHYW13/

SPONSOR LINKS

• Design Manager and Design Spec: https://designspec.com/survivalguide
• Interior Design Society: https://interiordesignsociety.org/

Today we welcome Christina Cruz, owner and principal designer of her namesake design studio based in Austin, Texas. In this episode, Christina shares her transition from a seventeen-year career in media sales to a thriving interior design business. We also discuss how a lifetime of influence from her father provided a creative foundation for her meaningful approach to design, and Christina reveals her number-one resource for design knowledge and information. Spoiler alert: it's not a classroom.

SHOW HIGHLIGHTS

• Christina shares how she transitioned from a long career in media sales with companies like Microsoft, Yahoo, and BuzzFeed into launching her Austin-based interior design firm.
• She reflects on how her father's lifelong passion for interiors, architecture, hospitality, and creating meaningful spaces shaped her creative foundation.
• Christina discusses the leap of faith involved in building her design business while still working a full-time corporate job.
• She explains how her background in psychology and sales helps her listen deeply, solve problems, and serve clients through emotional storytelling.
• Christina shares why job sites, contractors, artisans, and hands-on experience have been her most valuable design education.
• She emphasizes the importance of partnering with skilled tradespeople and understanding how design details are actually executed.
• Christina discusses how her Latina heritage and exposure to Mexican artists and artisans influence her design perspective and passion for meaningful, culturally rooted design.
• She shares how gratitude, family, and staying grounded in her own path help her navigate entrepreneurship and define success.

NOTABLE QUOTES

• "It's never too late to reinvent yourself or start over. And you can do that at any moment in time."
• "When you feel lit up, you'll never work a day in your life because yes, it's hard work."
• "Part of design is also being really flexible and being nimble and being able to adapt."
• "My personal definition of success has to be more time with my family."

SUPPORTING RESOURCES

• Christina Cruz Interiors Website: https://www.christinacruzinteriors.com/
• Christina Cruz Interiors on Instagram: https://www.instagram.com/christinacruzinteriors/

SPONSOR LINKS

• Design Manager: https://designspec.com/survivalguide
• Interior Design Society: https://interiordesignsociety.org/

Today we welcome James Fung, Principal Designer and owner of NB Design Group based in Seattle, Washington. In this episode, James shares his journey of design from architecture to interior design using an effective process of elimination. We also discuss the unexpected opportunity for ownership of a legacy studio brand and how James and his business partner, Whitney, navigated the path to ownership and what they learned about each other and the ownership side of the business. James is also an executive board member of the Asian American Pacific Islander Design Alliance, and he shares with us the intention of the organization and how they support the rise and visibility of design professionals.

SHOW HIGHLIGHTS

• James shares how his early interest in creative expression, paired with a process of elimination, ultimately led him from architecture to interior design.
• He reflects on how his architecture education continues to shape his work, from understanding space and history to communicating ideas through hand drawings.
• James discusses his early career experience in New York City and how working in a small, high-end residential firm became a practical masterclass in the business of design.
• He shares the story of joining NB Design Group in 2013 and later navigating the opportunity to take ownership of the legacy firm with his business partner, Whitney Mayhara.
• James explains the importance of building a trusted support team when evaluating a business transition, including attorneys, administrative support, and experienced family members.
• He and Rick explore what makes a strong business partnership, including shared values, different personalities, constant collaboration, and a commitment to putting the business first.
• James introduces the Asian American Pacific Islander Design Alliance, also known as AAPIDA, and discusses its mission to elevate AAPI voices and designers of color within the design industry.
• He shares why partnership, community, mentorship, and emotional security are essential to long-term survival and success in the design business.

NOTABLE QUOTES

• "I lean on that architecture experience and that schooling every single day at work."
• "The things that stress me out tends to not stress her out and vice versa."
• "When we say collaboration, it really is, in some ways, it's like almost too much collaboration."
• "I think any type of partnership that is rooted in respect and rooted in wanting to make the business better, so whether that's a mentor or even like a CFO or an advisor, those types of collaborative relationships is essential in what we do."

SUPPORTING RESOURCES

• NB Design Group Website: https://www.nbdesigngroup.net/
• NB Design Group Instagram: https://www.instagram.com/nbdesigngroup/
• James Fung Instagram: https://www.instagram.com/jameskfung/
• AAPIDA Website: https://aapida.com/
• AAPIDA Instagram: https://www.instagram.com/aapi_designalliance/

SPONSOR LINKS

• Design Manager / Design Spec: https://designspec.com/survivalguide
• Interior Design Society: https://interiordesignsociety.org/