Design Biz Survival Guide

Today we welcome Dalia Soles, founder of Design Assisted, a project management agency and strategic partner for interior design businesses. In this episode, Dalia shares her journey from graphic design to interior design and ultimately her transition from designer to industry partner. We dive deep into the complexities of the business of design, and Dalia shares the moment she realized she could be of better service to design business owners, which prompted the development and launch of Design Assisted. Dalia is a champion of community over competition, and she is dedicated to supporting and empowering design business owners through personalized and meaningful partnership.

SHOW HIGHLIGHTS

• Dalia shares how her creative background in graphic design became a gateway into the interior design industry.
• She reflects on her early experience working in a wallpaper library and how it introduced her to textiles, wallpaper, and the trade side of design.
• Dalia discusses her time working at Celerie Kemble's Palm Beach studio and how that experience deepened her respect for the design profession.
• She opens up about realizing that while she loved the design industry, the problems she wanted to solve were rooted in process, organization, and business support.
• Dalia explains how the pandemic unexpectedly pushed her to bet on herself and launch Design Assisted.
• She describes how Design Assisted helps overwhelmed designers with healthy pipelines scale their businesses without burnout.
• Rick and Dalia discuss the importance of outsourcing revenue-generating tasks, delegating strategically, and building a support system.
• Dalia shares why community has been essential to her survival in business and how trusted relationships have shaped her next chapter.

NOTABLE QUOTES

• "I had no choice but to bet on myself."
• "The kind of clients that come on usually are people who are stressed out, inundated. They have a really healthy pipeline. They just need some relief."
• "Our mission now is to help interior designers scale their business without burnout at the end of the day."
• "The secret's out because it's community."

SUPPORTING RESOURCES

• Design Assisted Website: https://www.designassistedco.com/
• Design Assisted Instagram: https://www.instagram.com/designassisted/

SPONSOR LINKS

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

Today we're celebrating our 8-year anniversary of the podcast with our annual podcast takeover. This year, the conversation is hosted by my friend and design community champion Jen Davidson of Interiors by Jen Davidson. In this episode, Jen leads the conversation, and we dive deep into the results of my Enneagram test. My personality type is revealed, and we discuss the corresponding characteristics that both surprised me and made perfect sense of it all. This conversation is a rare glimpse into the strengths and weaknesses that guide and challenge my personal and business journey.

SHOW HIGHLIGHTS

• Rick celebrates 8 years of Design Biz Survival Guide with the annual podcast takeover episode.
• Jen Davidson introduces the Enneagram as a personality tool that helps reveal the motivations, fears, and desires behind behavior.
• Rick shares that his Enneagram results revealed he is a One wing Nine: the reformer with a peacemaker wing.
• Rick and Jen discuss how perfectionism, integrity, fear of failure, and the inner critic show up in Rick's personal and business life.
• Jen explains how Enneagram numbers shift in stress and growth, and how understanding those patterns can create more self-awareness.
• Rick reflects on how self-awareness can help entrepreneurs better navigate business challenges, creative blocks, and personal growth.
• Jen shares how the Enneagram has helped her better understand herself, her clients, her team, and her business relationships.
• Rick opens up about vulnerability, control, organization, and how his Enneagram results gave him a new tool for understanding himself as a coach and entrepreneur.

NOTABLE QUOTES

• "The better we understand ourselves, I think the better we'll understand our actions and how we arrive at this endgame that we're calling success, whatever that looks like, it's different for everyone."
• "I'm not a control freak. I'm a control enthusiast."
• "Being vulnerable is actually a gift to others."
• "Our business is so much of who we are. It's important to know these things and to understand yourself better, so that you can build a better business because we are not a product."

SUPPORTING RESOURCES

• Link to Eclectic Energies Enneagram Test: https://www.eclecticenergies.com/enneagram/test
• Link to The Road Back to You by Ian Morgan Cron: https://www.amazon.com/Road-Back-You-Enneagram-Self-Discovery/dp/0830846190/
• Interiors by Jen Davidson: https://interiorsbyjendavidson.com/

SPONSOR LINKS

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

Today we welcome Nikki Watson, founder of The Design Quad—a staging, interior design, and renovation business based in Dallas, Texas. In this episode, Nikki shares how she discovered staging and how $10 and an Instagram post launched a career that would change her life. We also discuss the nuances of the staging business model, industry perception, and the logistics of it all. Most importantly, Nikki emphasizes how being of service is part of her personal and business ethos and the impact that "caring" has on her business and the community.

SHOW HIGHLIGHTS

• Nikki shares how her background as a flooring rep led her to discover the world of home staging.
• She explains the key differences between interior design and staging, including the psychology of designing for the masses.
• Nikki tells the story of how $10 in gas money from her mom helped launch her first staging job.
• Rick and Nikki discuss the scale of The Design Quad, including staging multiple homes per day and managing hundreds of homes' worth of inventory.
• Nikki shares how hiring people with strengths opposite her own helped her build a strong, efficient team.
• She explains how her partnership with a moving company grew alongside her business and became an essential part of her operations.
• Nikki highlights why stagers are major furniture buyers and why brands should pay more attention to the staging industry.
• She shares how community service is at the core of her business and how giving back has shaped her definition of success.

NOTABLE QUOTES

• "It started with that ten dollars."
• "You really have to take yourself out of it."
• "I hire according to strength."
• "This is what success is. This is what you're able to do for your family or loved ones or something that they can only dream of."

SUPPORTING RESOURCES

• The Design Quad Website: https://thedesignquad.com/
• The Design Quad Instagram: https://www.instagram.com/thedesignquad/
• Nikki Watson Instagram: https://www.instagram.com/iamnikkiwatson/

SPONSOR LINKS

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

This is a special Industry Spotlight episode of Design Biz Survival Guide. This supplemental format is designed to highlight brands and partners that support designers both creatively and professionally. This is our way of sharing valuable information and resources for your business with you, our loyal listeners.

Today we're speaking with Deb Mitchell, a marketing, messaging, and visibility expert based out of Charlotte, North Carolina. In this episode, Deb shares how she partners with interior design professionals to refine their messaging and boost their visibility to attract the clients they want. We also discuss Deb's behind-the-scenes exposure to the business of design, the most common marketing pain points that design business owners experience, and Deb breaks down what it looks like to work with her to develop a comprehensive and effective brand voice to grow your design business.

SHOW HIGHLIGHTS

• Deb shares how her background in writing and communications informs her marketing work with interior designers.
• Deb explains why effective marketing requires both visibility and messaging that clearly communicates a designer's value.
• Rick and Deb discuss why so many designers struggle to articulate their elevator pitch and what makes their business different.
• Deb shares how her behind-the-scenes experience inside a luxury design studio shaped her understanding of client communication and qualification.
• Deb explains how reviews, portfolio projects, website copy, and social media can unintentionally signal the wrong type of client or project.
• Deb breaks down why visibility does not always mean being on stage or constantly showing up on video.
• Deb shares client success stories that demonstrate how refined messaging and positioning can attract better-fit projects.
• Deb outlines her process for working with designers, including her Pipeline Punch List deep-dive and strategic recommendations.

NOTABLE QUOTES

• "If it's not effective, let's not do it."
• "You need that third party to really translate between you and your clients."
• "Not every red flag is actually red. Sometimes it's pinky."
• "There's a lot of confidence that comes from clarity."

SUPPORTING RESOURCES

• Deb Mitchell Co. Website: https://www.debmitchellco.com/
• Deb Mitchell Co. Instagram: https://www.instagram.com/debmitchellco/

Today we welcome Lowe Delgado, owner and principal designer of his namesake design studio, Delgado Interiors, based in Seattle, Washington. In this episode, we discuss Lowe's recently launched interior design business after more than a decade in the industry, how his understanding of construction enhances his business model, and his data-driven approach to design. Lowe also shares his perspective on visibility in a competitive marketplace, and we discuss his newly reinvigorated relationship with social media, which has brought a new level of joy to his business.

SHOW HIGHLIGHTS

• Lowe shares how being laid off became the catalyst for launching Delgado Interiors as a full-time namesake design firm.
• He reflects on how his early exposure to construction shaped his understanding of homes, possibility, and transformation.
• Lowe discusses his unconventional path into interior design, including studying graphic design and interning at Country Living Magazine.
• He explains how his construction knowledge helps him create more feasible, informed, and successful design solutions.
• Lowe shares how he uses a data-driven approach with clients, observing how they interact with materials, furnishings, and spaces.
• He opens up about the realities of entrepreneurship, including the wake-up call of managing the business side on his own.
• Lowe talks about giving clients permission to embrace what feels personal, joyful, and even a little weird in their homes.
• He discusses his renewed relationship with social media, how authenticity changed everything, and why comparison really is the thief of joy.

NOTABLE QUOTES

• "I feel honestly pretty lucky to be one of those people who gets the privilege of saying, I've always known I was going to do this."
• "If you just continually show up and you try to exercise bravery to do things that feel like you want to do it, but you're not exactly sure how, I just feel like for me, that's been the recipe for success."
• "Design is human centered. Like we would have no design without humans. It needs to be catered to how we actually live."
• "I need to be myself."

SUPPORTING RESOURCES

• Delgado Interiors on Instagram: https://www.instagram.com/delgadointeriors/
• Delgado Interiors Website: https://www.visitdelgadohouse.com/

SPONSOR LINKS

• Design Manager: https://designspec.com/survivalguide
• Learn more about Design Biz Retreat and the Business of Interiors UK Summit: https://designbizsurvivalguide.com/retreats-for-interior-designers/

Today we welcome Rhobin DelaCruz, owner of Rhobin DelaCruz Designs based in New York. In this episode, we discuss Rhobin's discovery of his creative talents and how, at the urging of a professional colleague and a dear friend, he realized that interior design was his calling. We discuss his experience breaking into a new industry, the lack of peer-to-peer support at the time, and how he blazed his own trail to discover community. Rhobin also shares how a rebrand after sixteen years in business ignited an exciting new journey of visibility and service.

SHOW HIGHLIGHTS

• Rhobin shares how his early career in advertising and marketing at Columbia Pictures and MTV helped reveal his creative instincts.
• A pivotal conversation with his boss, Rick Bispel, helped him realize he belonged in a creative field rather than ad sales.
• With encouragement from a close friend, Rhobin began to see interior design as a true career path.
• He opens up about entering the design industry 18 years ago without formal design education and facing gatekeeping along the way.
• Rhobin discusses how Homepolish introduced him to peer support, collaboration, and a sense of community that helped shape his business.
• After 16 years in business, he made the decision to step back, invest in coaching, and learn the operational side of running a stronger firm.
• He talks about how his rebrand led to greater visibility, deeper purpose, and exciting new opportunities in the industry.
• Rhobin reflects on the power of surrounding yourself with inspiring people and why community has been central to his success.

NOTABLE QUOTES

• "Failure wasn't an option."
• "It's never too late for growth."
• "When you have a voice, you have a responsibility."
• "Understand process and put them in order."

SUPPORTING RESOURCES

• Rhobin DelaCruz Designs: https://rhobindelacruz.com/
• Rhobin DelaCruz Designs on Instagram: https://www.instagram.com/rhobindelacruzdesigns/

SPONSOR LINKS

• Design Manager / Design Spec: https://designspec.com/survivalguide
• Design Biz Retreat and the Business of Interiors UK Summit: https://designbizsurvivalguide.com/retreats-for-interior-designers/

This is a special Industry Spotlight episode of Design Biz Survival Guide, recorded live at KBIS in the KBIS Podcast Studio, sponsored by AJ Madison.

Today, we're speaking with designer, television host, and author Tamara Day. We're catching up on her most recent achievements in the industry and how she balances and prioritizes the creative and business sides of design. Tamara also shares her hot design takes in kitchen and bath, how she successfully collaborates with brands to elevate her design projects, and the inspiration behind her recently published book, Laid-Back Luxe.

SHOW HIGHLIGHTS

• Tamara shares how her business has expanded from television-only projects to coast-to-coast residential and commercial design work.
• She explains the key differences between designing for TV clients versus private clients, including process, team structure, and client experience.
• Separate teams, procurement systems, and support staff have been essential to balancing multiple sides of her business.
• Tamara discusses why the best brand collaborations are built on creativity, trust, and solving practical design challenges.
• She highlights one of her favorite collaboration examples: creating statement lighting that works beautifully in homes with 8-foot ceilings.
• Live from KBIS, Tamara shares her favorite trends in kitchen and bath, including colorful appliances, standout hardware, and more maximalist design.
• She talks about the emotional experience of creating her new book, Laid-Back Luxe, and why she wanted it to feel approachable for every kind of home.
• Tamara reflects on how her definition of success has shifted from business milestones to building a life that allows for meaningful time with family.

NOTABLE QUOTES

• "I'm not looking for partners that just want my name on stuff."
• "I want partners that actually want my ideas and my vision and want to implement that."
• "You have to be scrappy in this business."
• "There's always a way to solve a problem, right?"

SUPPORTING RESOURCES

• Tamara Day Website: https://tamaraday.com/
• Tamara Day on Instagram: https://www.instagram.com/tamaraday

SPONSOR LINKS

• AJ Madison Pro: https://www.ajmadison.com/pro

Today we welcome Ben Johnston, Founder and Creative Director of Benjamin Johnston Design, an interior design and architecture firm based in Houston, TX. In this episode, Ben shares his journey from architecture school and his residency at Cesar Pelli in Tokyo to his decision to shift his focus to interior design. We also discuss his discovery and passion for cultivating a team, overcoming fears and leading by example, and the experience of chronicling the creative journey in the brand's first book, Refined Interiors: Timeless Homes for Modern Living. Ben is also the Chair of the Diversity Advocacy Alliance and shares their commitment to expanding representation of the BIPOC community within the home furnishings industry.

SHOW HIGHLIGHTS

• Ben reflects on how early exposure to architecture in high school helped shape his career path.
• He shares how a residency at Cesar Pelli's office in Tokyo expanded his worldview and clarified his desire for more intimate, human-centered design work.
• Ben talks about building his business by saying yes to a wide range of creative opportunities, from restaurant furniture and branding to residential interiors.
• He explains how teaching interior design helped him develop the design process that now informs the way his firm operates.
• Ben opens up about the unexpected joy he found in becoming an employer, mentor, and leader.
• The conversation explores what it takes to grow and sustain a collaborative team, including understanding billable hours, profitability, and client service.
• Ben discusses the journey behind his firm's first book, Refined Interiors: Timeless Homes for Modern Living, and why it represents a true team milestone.
• As Chair of the Diversity Advocacy Alliance, Ben shares why representation matters and how the organization is working to amplify underrepresented voices in the home furnishings industry.

NOTABLE QUOTES

• "If you don't know that it exists, if you don't know it's a possibility for you, you're not going to envision it for your future."
• "If opportunity doesn't knock, you've got to build a door."
• "I think my personal definition of success is that Maya Angelou says, nobody remembers you for what you do, but how you make them feel."
• "As we are liberated from our fears, we automatically give permission for others to do the same."

SUPPORTING RESOURCES

• Benjamin Johnston Design https://www.benjamin-johnston.com/
• Benjamin Johnston Design on Instagram https://www.instagram.com/benjaminjohnstondesign/
• Diversity Advocacy Alliance https://www.highpointmarket.org/DiversityAdvocacyAlliance

SPONSOR LINKS

• Design Manager / Design Spec https://designspec.com/survivalguide
• Design Biz Retreat and Business of Interiors UK Summit https://designbizsurvivalguide.com/retreats-for-interior-designers/

This is a special Industry Spotlight episode of Design Biz Survival Guide. This supplemental format is designed to highlight brands and partners that support designers both creatively and professionally. This is our way of sharing valuable information and resources for your business with you, our loyal listeners.

Today we're speaking with Stephanie Thornton Plymale, CEO of Heritage School of Interior Design. In this episode, we discuss the backstory of the brand and how Stephanie went from a student at Heritage to the owner of the design school. We also discuss the various levels of certifications available to students, campus culture, and the brand's commitment to efficiency, accessibility, and affordability. If you're considering a formal education in interior design or continued education for yourself or your team members and are looking for a direct path to achievement, this episode is for you.

SHOW HIGHLIGHTS

• Stephanie shares her journey from foster care and a lifelong love of home to becoming CEO of Heritage School of Interior Design.
• Learn how Heritage evolved from a closed, outdated school into one of the fastest-growing interior design schools in the country.
• Rick and Stephanie discuss Heritage's accelerated model and why its focused, career-driven curriculum appeals to second- and third-career students.
• Stephanie breaks down the school's educational pathways, including the Fundamentals of Design program, residential and commercial master's tracks, and preparation for the RIDQC exam.
• The conversation highlights Heritage's commitment to affordability, accessibility, and live instruction, both in person and virtually.
• Stephanie explains how weekly field visits, showroom tours, and guest speakers help students build confidence, community, and industry connections.
• Rick and Stephanie talk about Heritage's expanding campus footprint, including Portland, Denver, Seattle, Dallas, Salt Lake City, Los Angeles, and its growing virtual program.
• Stephanie also shares how Heritage Design Magazine showcases the work of students and alumni while extending the school's influence across the design community.

NOTABLE QUOTES

• "This school is open to everybody who wants this career and that's going to stay the brand."
• "I always say that time is money and we need to be very mindful of that for our students that they're spending their time and money here and we need to make it as successful for them."
• "I really feel that it needs to happen in-person."
• "The sky's the limit in this industry and as a designer."

SPONSOR LINKS

• Heritage School of Interior Design Website: https://www.heritageschoolofinteriordesign.com/
• Instagram: https://www.instagram.com/heritageschoolofinteriordesign/

Today we welcome Eddie Mickenberg, owner and principal designer of his namesake design studio based in Los Angeles, California. In this episode Eddie shares his journey from design school directly into the luxury design market and the countless lessons he learned before launching his own design business. We also discuss Eddie's strategy for keeping his business model small and nimble, allowing him to stay in his zone of creative genius and Eddie shares his perspective on comparison, community, and courage.

SHOW HIGHLIGHTS

• Eddie shares how moving from San Diego to Los Angeles at 19 to attend design school became the start of his interior design journey.
• He reflects on interning and working in luxury design showrooms and firms, where he learned to "observe and absorb" both the good and the bad.
• Rick and Eddie discuss the many different ways a design business can be structured and why there is no one-size-fits-all model for success.
• Eddie explains why he intentionally keeps his business small and nimble, outsourcing as needed so he can stay focused on design and client experience.
• He opens up about getting comfortable with discomfort, taking calculated risks, and betting on himself when he fully launched his business in 2020.
• Eddie talks through his approach to pricing, contracts, client communication, and protecting his time while building trust from the very beginning.
• He shares why courage is his secret to survival and why fear is often part of building a creative business that lasts.
• Eddie also speaks candidly about representation in the industry and why inspiring the next generation of designers, especially minority designers, matters so much to him.

NOTABLE QUOTES

• "I was able to observe and absorb all of the day-to-day nuances that go on in interior design firms and also luxury showrooms and I took so much out of it, the good and the bad."
• "Uncomfortable is the place I live in."
• "We're scared but we still do it."
• "The secret to survival, in my opinion, is just courage."

SUPPORTING RESOURCES

• Eddie Mickenberg's Website: https://www.eddiemickenberg.com/
• Eddie Mickenberg on Instagram: https://www.instagram.com/eddiemickenberg/

SPONSOR LINKS

• Design Manager / Design Spec: https://designspec.com/survivalguide
• Design Biz Retreat and the Business of Interiors UK Summit: https://designbizsurvivalguide.com/retreats-for-interior-designers/