The Chaise Lounge Podcast

Jeffrey Beers: A Design Visionary

On this episode of The Chaise Lounge, one of the top interior design podcasts, Nick chats with Jeffrey Beers, an Interior Design visionary. Jeffrey talks about his impressive career, the connections he has made, and some of his favorite projects.

Get to know Jeffrey Beers

Jeffrey Beers is a New York native currently located in the Flatiron district in New York. He grew up boating and loves the water, so it makes sense that Moby Dick is his favorite book. Jeffrey travels quite a bit and admits that his guilty pleasure is frequenting the magazine racks at Hudson News. He also enjoys a glass of red wine and taking walks through the city.

How did Jeffrey get into interior design?

Jeffrey went to high school on the west side of New York and couldn’t stand the way the school was laid out. He ended up proposing an independent study to reorganize the layout! After that, Jeffrey continued his education at the Rhode Island School of Design and became friends with Dale Chihuly. He found a balance between the rigor of architecture and art of glassblowing.

Jeffrey moved to Brazil for a fellowship and interviewed Oscar Niemeyer, who ended up offering him a job! Jeffrey reflected fondly on his working relationship and friendship with Oscar. About a year and a half later, Jeffrey returned to New York and landed a position with I M Pei, where he was able to work on hotels and high-rises.

Jeffrey realized that he missed glassblowing. The mix of architecture and glass blowing led to an interest in controlling light in interiors. He was soon able to work on Bar Lui and made 35 wall sconces. This project provided a launching pad for Jeffrey to go out on his own.

What does Jeffrey’s business look like today?

Currently, Jeffrey has about 40 people on staff, including architects, interior designers, artists, fashion designers, and graphic designers. He loves the collaborative process. The team works on mostly hospitality projects around the world in hotels, restaurants, nightclubs, and even cruise ships.

How has Jeffery been successful?

Jeffrey and his company think of the clients as the guests at hospitality locations. He strives to make them feel welcome and brighten their world through their surroundings. A job has been well done when the property is sought out by guests. Jeffrey’s company is comprised of a diverse group of creative people. There’s no secret formula. Everyone learns from each other. Attitude, curiosity, and a willingness to learn are all important.

Visionary Award

Jeffrey had been inducted into the Platinum Circle years ago and is being honored with the Visionary Award this year from Hospitality Design Magazine. Jeffrey is proud of the work he and his company have done. He has had a long career and remembers the thermal fax and deals on the back of napkins. With the Internet and a maturing industry, things have changed and clients are more enlightened.

Jeffrey wears many hats as a business owner. He feels responsible for people’s livelihoods, their happiness, and their families. He wants to take care of everyone personally and professionally. Some of Jeffrey’s favorite projects include Bar Lui and Rum Jungle.

What would you tell young designers?

Jeffrey recommends giving it everything you’ve got and allowing yourself to be vulnerable as a designer. Allow yourself to fail and be scared, but don’t be afraid. There is a difference. Design is a challenge, it takes courage to do things that haven’t been done before. Be outspoken and genuine.

Learn more about Jeffrey and his company at JeffreyBeers.com.

Wrap Up

If you would like to hear more episodes, please visit us on iTunes or on our website at TheChaiseLoungePodcast.com.  Lastly, find The Chaise Lounge on Instagram, Facebook and Twitter or post a review on iTunes,

Porcelanosa and connections at BDNY

On this episode of The Chaise Lounge, Nick chats with Andy Pennington from Porcelanosa, a new sponsor for the podcast, and touches base with Stacy Garcia and Stefanie Zeldin to find out about some new products while at BDNY.

 Checking in with Stacy Garcia at BDNY

Stacy Garcia has attended BDNY since the beginning because it is a great show for boutique hotels. Vendors up their game for this upscale show, which include Stacy’s new launches too. This year, Stacy has taken more of an artistic approach with her 100% wool carpet. It is the first time she has used her personal paintings to influence a design.

Stacy is also working on a new, sleek furniture line for Bernhardt Hospitality. These pieces have up to five layers of finishing and rose gold or polished chrome hardware, marrying a rustic look and refined accents. Through lots of hustle and persistence, Stacy is also partnering with In2Green on a line of throws made from recycled content.

Stacy and her team design for fifteen different lines including furniture, wall coverings, lighting, textiles, and more. She is also interested in working in high end bedding with her love for patterns. Stacy surrounds herself with great people who are all successful together. She is humbled by every single person who has chosen to use her product in hospitality or residential settings.

Stefanie Zeldin from In2Green

Stefanie Zeldin, a co-founder of In2Green, has partnered with Stacy Garcia to develop a throw line for both residential and hospitality indoor and outdoor use. At this year’s BDNY, In2Green won two awards for booth design and innovation.

Through ten years of innovating, these knit throws and bed scarves transitioned from a sandpaper-like texture to actually feeling soft. They are made from either 75% recycled cotton and 25% polyester or 100% recycled polyester. Each 50” x 60” throw is made of 78 plastic bottles. In2Green’s goal is to recycle one million bottles.

Stefanie also mentioned the importance of moving away from acrylic materials. Acrylic woven materials are toxic substances for those working. In order to get eco-materials in homes and hotels, In2Green developed a new material and a new line of 30+ colors.

Please check out In2Green’s website for more information on the product offering and innovation.

Getting to know Porcelanosa via Andy Pennington

Andy Pennington loves living in New York and has been in the US for ten years. He enjoys surrounding himself with creative people and appreciates the vibrant energy of the city. Andy started as a window merchandiser, and is now the Sales and Marketing Director for Porcelanosa.

 

Porcelanosa’s newest showroom is a 7 story building in the Flat Iron District. The building had previously been a Christmas tree decoration manufacturing facility, but at the time was out of use. The building originally featured carolers outside, which Porcelanosa was able to send to Spain to restore and now uses them as seasonal decor.

Porcelanosa makes more than just tile, though tile is the cornerstone of the business. With eight factories and four tile and four non-tile product lines, there is nothing in the kitchen or bath that Porcelanosa doesn’t manufacture.

Andy also mentioned the emphasis that Porcelanosa puts on building relationships and that a lot of marketing dollars are spent on taking people to visit factories. It’s an educational experience that Porcelanosa can provide, where these locations act as the best sales person. The International Interior Architecture Exhibition is coming up in February and visitors from all around the world will visit all eight factories. These attendees come in as strangers, but come out as friends and even do business together.

Wrap Up

On this episode of The Chaise Lounge, Nick chats with Jarret Yoshida, a philanthropic interior designer. Jarret talks about breaking into the design industry, running his own business, and his passion for working with charities.

Get to know Jarret Yoshida

Currently living in Brooklyn, NY, Jarret has also lived in Washington DC, Los Angeles, Tokyo, and was born and raised in Hawaii. He has loved living in each of these locations for different and unique reasons including the culture, climate, and community. Similarly, Jarret’s favorite vacation spot is Florence, Italy for the beauty of the architecture and design. He and his partner are currently renovating the parlor of their 120+ year old brownstone and are excited to continue the legacy of this historic home.

How did Jarret get into interior design?

At just seven years old, visiting a family friend, Jarret first remembers being concerned with his surroundings, specifically considering whether cinder block or lava rock would be a better option. Jarret has no formal interior design education, but does possess a double undergrad in East Asian Studies and International Relations, both of which have helped in his design business.

After school Jarret started working in political fundraising. He soon started supplementing his day job with design studies in Paris as well as the Fashion Institute of Technology and Parsons. He let his donors know of his design interest and got his first job as a Design Assistant through one of these connections. Jarret mentioned that it can take some time to find someone to give you a shot, but recommended being persistent. Within two months of this role, Jarret was thrown into the role of Project Manager and eventually encouraged by a client to start his own firm.

What does Jarret’s business look like today?

Today, Jarret employs three full time and seven part time associates. And with one associate now in school at FIT, he is seeking a design assistant with a positive attitude and ability to multi-task. Almost all of the firm’s work is residential in Hawaii and New York. With Jarret’s educational background, he is able to source from all over the world for unique items and great pricing. He touches every project.

Challenges in running an interior design business

Jarret said that the hardest part about running the business is the actual operations: how to invoice, collect money, get paid in full, etc. Without a business background, he has lost more money than he wants to admit, but is learning from it. Jarret is willing to share any mistakes to help others learn. He wants to leave something for someone else to build on. Jarret said that no interior designer can be responsible for a client’s happiness, but they are responsible for delivering on a project.

Charging what you are worth

Jarret charges the standard rate for his peer group in New York. The market is changing based on information availability online. When there is a pressure to lower rates, the relationship usually never works out. Jarret uses a hybrid model including an hourly rate during the design phase and a fixed model for the rest of the project called Net + 30. Net + 30 means that the Interior Designer charges their net price on an item plus thirty percent of that cost as an administrative fee.

What Jarret loves about owning the business

In running his own business, Jarret loves being in charge of his own path and steering his own ship. He enjoys learning about himself as a person and a business owner. As the firm rises and falls, so does his self worth and awareness of strengths and weaknesses. Jarret has been able to improve his work-life balance to be more available for his partner, and like Nick, enjoys an afternoon trip to the gym.

Getting the phone to ring

Jarret works with Kendall at Kennedy Rowe PR, who helps him focus on marketing and networking. In addition,

Kelli Ellis: Interior Design Entrepreneur

On this episode of The Chaise Lounge, Nick chats with Kelli Ellis, an Interior Design Entrepreneur. Kelli talks about the jump from law school to design, being bold, and understanding why someone loves or hates a design.

Get to know Kelli Ellis (5:17)

 

Kelli is calling in from her first home in Las Vegas, NV. She splits her time between the Sin City and Orange County, California, where she grew up. In Vegas, Kelli fell in love with high-rise living and recently purchased a penthouse. She finds it harder to design her own space than designing for clients.

Kelli possesses the superpower to be able to deal with anyone. Wonder Woman is her spirit animal, and she has the cuff jewelry to prove it! She also enjoys a guilty pleasure of very occasionally ditching work for a fun childhood activity, including bowling, roller skating, a movie, or the like. Kelli enjoys period pieces (Somewhere in Time & Dangerous Beauty) and Moscow mules.

How did Kelli get into interior design? (13:20)

Kelli is an only child and showed an interest in interior design starting at the age of five. Rather than actually playing with Barbie dolls, she would spend hours laying out the floorplan of Barbie’s house, building furniture, and turning everyday items into wallpaper and walk-in closets.

Later, upon obtaining a Bachelor’s degree in Marketing, Kelli started law school, where she drove herself nuts achieving a 4.0 grade point average. In doing so, she proved to herself and her father, a judge, that she could do it, but she also knew she didn’t want to continue in law.

Meanwhile, Kelli had been designing her friends’ and family members’ homes all through college. And as it turns out, she made a friend in law school who became a voice-over agent. This friend encouraged Kelli to audition for jobs for over nine months before Kelli tried it out and landed Clean Sweep on TLC.

What does Kelli’s business look like today? (23:55)

Kelli’s business is lean and streamlined. She works with two design assistants. The team is currently handling two new construction projects (8,000 and 13,000 sq ft) and one remodel (9,000 sq ft). In addition, Kelli has also had the opportunity to get involved with licensing art, tile, rugs, fabrics, furniture, etc. She loves the creativity in licensing, but also chooses to continue to work on projects to keep her current.

How TLC expanded Kelli’s personal brand (33:23)

After her time on TLC, Kelli started to notice that some people were able to parlay that opportunity into others, while others didn’t. She soon learned that a lot of the time, all you have to do is ask. Kelli recommends being confident in what you want and not being afraid to be bold. As a designer, you are a walking resume. Kelli suggests being proud of what you have done - don’t downplay everything. There is an opportunity to build a personal brand more than ever these days. Start with a Youtube channel, get noticed, and provide a perspective that people are looking for.

Kelli’s side project, Design Campus (38:45)

Design Campus started as a live event to educate the audience. Then, Kelli decided to take the show on the road as Design Camp. Soon, SubZero and Wolf came on board and provided credibility to the program. These days, Design Campus is completely online offering accredited CEUs and more for $30 a month.

What’s next for Kelli (42:20)

Kelli is currently working on a show coming out on The Design Network called Design Therapy.

Design psychology is a passion for Kelli, so she created coaching program to understand why someone loves or hates a color, fabric, style, design, etc. She uses this information to improve the lives of her clients based on the three good F words: Function, Flow, Feel.

If you would like to connect with Kelli,

Alan Tanksley: New York Interior Designer

On this episode of The Chaise Lounge, Nick chats with Alan Tanksley, a New York Interior Designer. Alan talks about his killer NYC view, building his business, and the value he sees in PR.

Get to know Alan Tanksley from NYC

Alan Tanksley is dialing in from his desk in New York City, which overlooks Madison Square Park. His favorite room in his house is his bedroom, where he begins and ends his day. Alan also enjoys a meal at his favorite restaurant, The Clock Tower Restaurant. When asked about beer, wine, or a cocktail, Alan responded with, ‘Yes!” as he is a fan of them all: the perfect Manhattan, New Zealand Cabernets, and IPAs. And if he wasn’t an interior designer, Alan thought he may be involved in historic preservation.

How did Alan get into interior design?

Alan grew up in a family with no connection to interior design. He thought he may be an architect, but was weeded out of the program at Arizona State. He then discovered interior architecture, which was perfectly suited for him. After bouncing from Arizona, to San Francisco, Alan eventually ended up in New York where Albert Hadley gave him a shot.

Having Hadley on his resume, led to a position with Mark Hampton. Alan recalled how Mark was a great educator, teaching about the context of design as well as scale and proportion. This combination of school and real life experience is key. Alan mentioned the importance of being nimble and coming up with solutions. These skills are invaluable. Anyone in the service business is a problem solver.

What does Alan’s business look like today?

Today, Alan Tanksley Inc is made up of six employees, which include senior designers, assistant designers, and a business manager. The office is located in New York City in a 19th-century building with a great view of The Flatiron Building. Photos of the office can be found on Alan’s website.

Alan and his team have projects both in NYC and abroad. He mentioned that word of mouth is the ideal business building method. Good clients refer like-minded people. Among other projects, Alan is currently working on high-end residences in the Woolworth building and furniture with Plexicraft.

In discussing his business, Alan mentioned one of the hardest things is keeping all of the balls in the air and switching from one conversation to the next. He is always working to find the balance between stuff that’s not fun and the actual design. Rather than using new apps and technology, Alan attributed much of his organization to the good old Rolodex.

Getting the word out

Alan mentioned that as a business owner, you need to do everything you can to bring in business, like asking for referrals and socializing in the world you want to work for. At this point in his career, Alan’s reputation opens doors. He has also invested in Andrew Joseph PR, and recommends other designers invest in a public relations partner as well. It’s about more than getting photos in magazines but also learning from others on panels and speaking engagements. These types of events help build momentum for the business.

Preparing for the next downturn

Many designers struggled through the last economic downturn, and we could experience the same thing again in the future on a smaller or larger scale. Alan is generating a cushion now to help prevent any tough times in the future. He is whittling down business debt and making sure his credit is in order to have money for a rainy day. He also recommends partnering with a bank to understand your options.

Learn more

To learn more about Alan and his team, please visit Alantanksley.com. He isalso active on Facebook and Instagram. Alan was able to contribute to a recently released book, Interior Design Master Class.

Wrap Up

Interior Design PR and joining getting involved in an Association

On this episode of The Chaise Lounge, Nick chats with Andrew Joseph from Andrew Joseph PR, and Phyllis Harbinger jumps in with some tips on getting involved with American Society of Interior Designers (ASID).

Getting to know Andrew Joseph from New York (3:55)

Located in New York, Andrew Joseph starts his days around 4am. This ensures he is able to properly service his clients around the world. Andrew also admitted that starting his day so early allows him to indulge in mid-day naps.Few people know that Andrew came from humble beginnings in a small farm community in Oklahoma. If he wasn’t working in public relations, he would likely be a farmer like his sister’s family.

How did Andrew get into public relations? (9:00)

Andrew moved to New York 17 years ago and landed his first job as a  research assistant at Vanity Fair, before moving on to other publications. In these positions, he noticed a great deal of turnover and realized this profession was not right for him. However, while in these jobs, Andrew was able to interact with the public relations departments and fell in love.

Andrew moved on from fashion and found a firm that exclusively represented architects, interior designers, and luxury home furnishings. He mentioned that fashion is ephemeral and moves fast, where interior designif focused on the home that sustains and supports your soul.

What does Andrew’s business look like today? (12:31)

Currently, Andrew Joseph PR employs four individuals full time and additional interns from all walks of life. The team services 15 clients and is on a growth curve. Andrew and his team fulfill about 50% of their clients’ pipelines with traditional public and media relations opportunities including print publications, speaking gigs, etc. However, based on compiling the average number of print opportunities, the team was able to see the limited inventory available, which led to a greater understanding of what they can offer. Andrew Joseph PR is not only a creative resource for magazines, but also provides more non-traditional opportunities for its clients, including social media, blogs, and podcasts.

Andrew really looks to make sure potential clients are the right fit and has even turned clients down. He stated that his company delivers on agreed upon goals and objectives, not just bringing in new business. A few words of wisdom from Andrew include - This is a visual industry. You need a good website, images, branding, and to document your work over time.

If you would like to connect with Andrew:

Andrew Joseph PR

Facebook: Andrew Joseph PR

Associations with Phyllis Harbinger (40:19)

Phyllis has been a member of ASID since 1990, when she joined as a student. She mentioned that serving in associations like ASID, IIDA, NKBA, etc. provide leadership opportunities  and allow you to hone your skills in dealing with all kinds of personalities.

Phyllis was asked to run for president, turned it down, and then later realized that she was interested in the opportunity. She was able to serve as president and now is a chair on the chapter support team at national level where she supports and councils eight presidents. Phyllis has enjoyed unexpected opportunities since being involved in ASID, including: panel discussions, speaking gigs, and even a book deal.

In the beginning, Phyllis volunteered on committees. She found a support system within ASID and developed meaningful relationships. And recommends the same path - Join committees to see how it works and then think about leadership. Get information on available committees and how they support board members. It’s OK to move around until you find one you like. Your profession will continue to advance if you support it through an organization. Overall,

The Business of Home Staging

On this episode of The Chaise Lounge, Nick chats with Jennie Norris of IAHSP, Tricia Tomlinson of Staging and Design Network, Lauren Matthews of White Orchid Interiors on a subset of Interior Design, the business of Home Staging.

Jumping into conversation with Jennie Norris (5:50)

Located near Denver, Jennie Norris has been staging since 2002. She has also been involved in the International Association of Home Staging Professionals in many different roles and is currently the chairwoman for the entire organization of thousands of members.

IAHSP is hosting an educational conference and expo coming up in February from Fort Lauderdale, Florida. The theme of this event is “Raise the BAR” and will focus on business, applications, and resources. Not only will Nick of The Chaise Lounge be presenting on keeping your sales and marketing funnel full, but Jeff Lewis from Bravo’s Flipping Out will be sharing his expertise too.

Overall, Jennie said that home staging is physical and demanding. She mentioned that TV shows today show that staging is necessary and focus on furniture and décor, but what they don’t show is the actual business.

IAHSP’s Educational Conference and Expo is coming up on February 10-12. Please click here for more info!

Next in the lounge, Tricia Tomlinson (13:45)

Tricia Tomlinson is calling in from Kirkland, WA right now, but is hoping to expand to other locations soon! Tricia runs the Staging and Design Network, which is the only shared rental pool in the marketplace for home staging. By fulfilling this function, Tricia and her company can handle all payment and logistics, which allows home stagers to focus on the homes and design.

Tricia started in real estate with a company that provided staging, and she fell in love with it. She knew she needed more resources when her staging projects started to borrow furniture from her own home!

The Staging and Design Center allows stagers to receive income on rented furniture, art, bedding, rugs, etc as well as expand their inventory to be able to rent from other stagers. It’s like the Amazon for the home staging industry.

Tricia has seen great success and plans on expanding within the next six months. In the meantime, the company is providing webinars from educational providers on being successful in the industry. And, Nick will be presenting on marketing coming up in January!

When asked about the difference in interior design and home staging, Tricia mentioned that staging is the only industry where you can show your talent. Interior design caters to homeowners’ taste, while staging appeals to the broadest audience. You must do your homework on the market in that area.

Find out more about Tricia and Staging and Design Network on the company website or email her at [email protected]. If you are a professional in the industry, please check out Tricia’s LinkedIn Group.

Last, but not least, Lauren Matthews (39:00)

Lauren Matthews is calling from her home office in beautiful Newport Beach, California. She is originally from Colorado and spent time skiing and road cycling at a high level of competition. This allowed her to travel and see great design. When her sports career wrapped up, Lauren decided to focus on this interest.

Initially, she thought staging was just rearranging and decluttering, but soon landed her first job staging a $2 million vacant home. It was a huge success, and from them on she has been fulfilling the need for luxury vacant home staging in Denver.

Lauren started with no inventory and sent fliers out to real estate agents. In naming her company, she knew she wanted it to be bigger than her, so she landed on White Orchid Interiors. The business now employs 12 individuals who stage more than 300 $1+ million vacant homes each year from...

Nina Magon: Houston's Darling Interior Design Star

On this episode of The Chaise Lounge, Nick chats with Nina Magon, Houston’s Darling Interior Design Star. Nina talks about fashion, TV, building the business, and having a laser focus on her goals.

Get to know Nina Magon from hot Houston, Texas (4:49)

Along with the perfect pair of big earrings, Nina loves marble slab ice cream with strawberries and pretty much anything from Neiman Marcus. The master bedroom is her favorite room in the house because everything is the way she wants it, without compromise!

How did Nina get into interior design? (11:00)

Nina has always been interested in fashion. Upon graduating from Southern Methodist University with a business degree in Economics and Finance, she knew she needed to work in a field that allowed for some creativity.

After launching a high-end lingerie store, she realized that she was more interested in the design of the store than the clothes inside. With this in mind, Nina started working in commercial real estate for her dad. Ultimately, Nina was able to marry her interest of fashion and real estate into a career in interior design.

Nina attended the Art Institute of Houston for two years to take the classes she needed before starting her own firm. She then started hiring teachers from the Institute to work for her for things she didn’t know how to do!

What does Nina’s business look like today? (16:23)

Nina’s design team consists of eight:Nina is the Creative Director and Principal. She leads the initial client meeting and concepts every project. Her supporting staff includes a Senior Project Advisor, Lead Designers, Associate Designers, an Office manager, and interns.

Through nine years of experience and trial and error, Nina and her team have implemented quite a few processes and systems. For instance, on average, each designer is responsible for about three projects every three months. Nina’s business major gives her great perspective from both a functional and financial point of view.

● Being on TV (26:00)

Shortly after her daughter was born in 2011, Nina decided to audition for HGTV’s Design Star. she didn’t make the cut, but ended up on American Dream Builders within the next two years. Nina described the show as “The Apprentice meets Extreme Home Makeover.” Though she was completely intimidated by the talent and experience of her competition, Nina made it to the semi-finals and was able to participate in the finale.

While on the show, her team back home continued to run her business with the help of her husband. Nina recalled all of the design points of view on the show. She learned more in five months around her competition than in the past seven years!

The New Saks Fifth Avenue (36:33)

It only takes one person to believe in you and give you a chance. For Nina, this was Saks Fifth Avenue. Through friends of friends and a series of events, she was able to pitch her design ideas for a 9,000 sq ft restaurant as well as a bar/cafe in the new Saks Fifth Avenue in Houston.

This project took Nina’s career to a new level and allowed her to prove herself in the hospitality sector. At this point in her career, Nina is able to be more selective about projects, which allows her to focus on high-end residential opportunities.

Getting the word out (42:30)

To this point (other than an upcoming Super Bowl ad), Nina hasn’t paid for advertising at all. She uses an in-house PR employee for social media, which pulls in around twelve calls a month, of which three turn into clients.

What’s coming up (45:15)

Nina’s five year plan includes becoming the largest contemporary, eclectic design firm in Texas. Her more short term plan includes securing one hospitality project before the end of the year.

If you would like to connect with Nina,

Host of the new show Your, Mine, or Ours, Taylor Spellman

Today in the lounge I have an amazing interior designer and home stager, Taylor Spellman from New York, that has just launched a television show on Bravo called Yours, Mine, or Ours.

Get to know Taylor Spellman from New York (4:06)

Taylor is currently in SoHo. She loves a heavy-bodied red wine, her bedroom because sleep is scarce, and her family’s annual tradition of vacationing to Rhode Island.

How did Taylor get into interior design? (10:10)

Taylor has not had any formal training or education within the interior design field, but rather attended Fordham University for dance. She then moved to New York to continue dancing, but soon realized a disconnect between the lifestyles of the people around her - great jobs, nice restaurants, a tasteful wardrobe, but they go home to a nightmare apartment and drink wine out of plastic cups!

She turned this observation into a business that took off. She catered her interior design business to single men to start, but in time women and families showed interest. Taylor fondly remembers her first client, Sal, from nine years ago, who showed proof of concept for what some thought was a far-fetched idea.

What does Taylor’s business look like today? (14:30)

While the bachelor focus was a great launch-pad and competitive advantage, the business has been rebranded as Taylor Spellman New York. Taylor’s seven person firm focuses on high-end residential design as well as staging too.

Taylor saw staging as an opportunity due to lack of competition in the market, with just one other prominent company. Like interior design, the is a self-trained stager. She had the opportunity to stage one of Ryan Serhant’s listings,which had been on the market for years. After Taylor’s staging, there was a bidding war and now she works with Ryan regularly.

Being on TV (19:15)

Taylor’s show Yours, Mine, or Ours launched this week. It’s a 10 episode series that’s both funny and kind. In each episode Taylor and Reza Farahan (from Shahs of Sunset) meet with a couple who each have their own homes. Taylor resolves the design issues in their current homes, while Reza shows the couple two new homes. In the end, the couple must choose between these four options.

 

The Taylor Touch (25:16)

As Taylor’s company grows, she has had to be less hands on, which she mentioned is good, but challenging. She is learning to delegate and oversee. Taylor is still involved with initial meetings and consultations, but then hands projects off to her team for execution. She is able to keep things moving forward, and then provide some finishing touches - The Taylor Touch.

Taylor also mentioned that she is present on all home staging projects. Her goal is to maximize the price per square foot, not just provide a beige couch and a taupe rug. She wants to make everyone feel at home instantly.

How did Taylor learn to do this if she didn’t go to school? (32:00)

Taylor Spellman has always loved interior design. She decided to do what she thought was right for her and make it work. To some degree, it is innate and instinctual. In the beginning she received feedback about not having a portfolio, education, or ASID behind her name, but didn’t let that stop her.

As of Monday, Taylor got what she wanted. Her company is up and running. She is helping others turn their home into the sacred space they need. And her TV show is launching. She is sleeping better than ever, until the next challenge arises!

Business and beyond (37:02)

It has taken Taylor ten years to get to this point. She now feels comfortable taking interviews. She has her point of view on design. In order to get her business to this point, Taylor has had to put processes in place and make the company scalable.

This week we focus on our Industry, which means Nick is joined by Phyllis Harbinger a few others that bring great value to you the interior designer.  On this episode of The Chaise Lounge, Nick chats with Holly Mattson from CIDA on interior design program accreditation, Fred Berns shares tips on sales and marketing in the design industry, and Phyllis Harbinger jumps in with some social media strategy.

Interior Design Accreditation with Holly Mattson (0:20)

Located in Grand Rapids, Michigan, Holly Mattson is the Executive Director of CIDA, the Council for Interior Design Accreditation. With 186 currently accredited programs in the US, Canada, and abroad, CIDA sets standards for quality assurance in professional level interior design programs. In her position, Holly works with the programs on an administrative level, where volunteers conduct evaluations of the programs, which include student interviews to ensure standards are being met.

Acquiring accreditation is voluntary and is obtained by completing an application on basic eligibility requirements and complying partially or completely with 16 specific standards. These standards range from basic resources, like faculty and facilities, to a focus on professional content, including a minimum of a bachelor's degree within the program and other basic education credits. Programs are reviewed every six years for re-accreditation.

While attending and graduating from an accredited program is not a necessity to become a professional in the design field, there may be an advantage. Accredited programs expose students to a rigorous process and curriculum, which can help prepare them for the professional environment. Employers may be looking for accredited programs on resumes and the level of preparation and education may better prepare student for NCIDQ, the National Council for Interior Design Qualification.

If you have any questions or would like more information, please visit accredit-id.org.  The FAQs, list of programs and contact information, online programs, and program accreditation history list may be a good place to start.

Marketing and selling yourself with Fred Berns (10:08)

Nick and Fred have known each other for awhile now, going back three years. Nick had called Fred for a live event in Denver. Interestingly enough, this event turned into Nick speaking with another group of designers and business owners, which ultimately parlayed into The Chaise Lounge. Now, Nick is podcasting on a weekly basis!

Nick and Fred were able to reconnect more recently at the Interior Design Society National Conference in Dallas. Fred spoke on the Selling Methods of the Masters. As he mentioned - It’s not rocket science!

Fred has been coaching interior design professionals for quite some time. He stated that so many work so hard, but so few earn top dollar. Throughout working with his clients, there are a couple of things in common when it comes to sales and financial success:

● Designers must sell themselves. They may not be the best designers, but they must be the best self promoters.

● Many say they don’t market themselves. If you have a website and/or social media accounts, this is marketing! It’s more than an ad in a magazine.

But what if selling is not your specialty? What if you have no sales experience? How do you get better?

Build your network. Make a hit list of who you need to know.

Probe for pain. What are the challenges, dilemmas, and pain points of those who you need to influence? Come up with solutions for that pain. Be the caregiver.

Blog, market, and produce content for social media on those pain points. Solve your clients’ problems.

The biggest mistake interior designers make in sales: Leaving money on the table. Too many clients are treated as one and done. But rather, Fred proposes: