Trade Tales

Adam Hunter's first career on Broadway gave way to a second act in design, where he's tapping into his talent for selling a vision. With candor, he shines a bright light on the real costs of design at a certain echelon of the industry. He also explains how a shift toward cultivating deeper relationships helped him find the right size for his firm, why landing celebrity clients isn't always all it's cracked up to be, and why he's thinking bigger as he embarks on the next stage of his career.This episode was sponsored by Lutron and Serena & Lily. LINKSAdam HunterKaitlin PetersenBusiness of Home

Emilie Munroe joins the show to answer a question from a fellow designer who is wondering how to approach the client vetting process, and wants to know if she should be charging for a consultation before the client signs onto a project. The San Francisco–based designer jumps in with advice on why vetting is a two-way interview, how charging for consultations can cloud your firm's end goal, and what it means to embrace client rejection.This episode was sponsored by Four Hands. LINKSEmilie MunroeKaitlin PetersenBusiness of Home

Bella Mancini's firm was flying high for nearly two decades when the pandemic hit, shattering her project pipeline. With a bit of outside help, she embarked on an overhaul of her systems, ultimately building back a business that's prepared for whatever comes next. On this episode of Trade Tales, she explains how she overhauled her firm's processes with the help of a business coach, why it's crucial that clients communicate with every member of her team and how ditching a markup has transformed her business for the better.This episode was sponsored by Dallas Market Center and Crate & Barrel. LINKSBella Mancini Kaitlin PetersenBusiness of Home

Kevin Isbell joins the show to answer a question from a fellow designer who reached out with the story of an order gone awry, and is now looking for advice on what it takes to make things right for clients while also holding vendors accountable. The Los Angeles–based designer jumps in with advice on vetting vendors, navigating expensive mistakes, and ensuring that the client's experience comes first—no matter the cost.This episode was sponsored by Four Hands. LINKSKevin IsbellKaitlin PetersenBusiness of Home

Britt and Damian Zunino are a husband-and-wife duo whose creative partnership was a perfect match—bringing together expertise in architecture and design to create spaces where each discipline informs the other. But as the years went on, they realized they couldn't do it alone—it would take a carefully curated team to produce the kind of results they had always dreamed of.This episode was sponsored by Dallas Market Center and Crate & Barrel. LINKSStudio DB Kaitlin PetersenBusiness of Home

Victoria Sass joins the show to answer a question from a fellow designer who is hoping to land her young firm's first magazine feature. She has a project she's excited to share with the world—but finding press placement has been a challenge. The Minneapolis-based designer jumps in with advice on different approaches to working with a public relations agency, how digital placement can actually yield longer-term results for your business and why local press contains a wealth of value that's often overlooked.This episode was sponsored by Four Hands.LINKSVictoria SassKaitlin PetersenBusiness of Home

Pulp Studios was born when Beth Dotolo and Carolina Gentry bonded over similar aesthetics—despite their very different working styles. On this episode of Trade Tales, they explain what it takes to operate a firm with employees and offices across the country, and how they've leveled up their approach to team development over the years.This episode was sponsored by Surya and The Shade Store.LINKSPulp StudiosKaitlin PetersenBusiness of Home

Boston designer Dane Austin joins the show to answer a question from a fellow designer who knows the basics when it comes to presenting design ideas, and is now looking for advice on how to take her strategy a step further, ultimately selling her vision—and commitment—to her clients. Austin offers advice on bringing a theatrical edge to big-picture design planning, a strategy for physically packaging ideas that invokes the world of luxury shopping, and the value of refining the decision-making process through three levels of presentations. This episode was sponsored by Four Hands.LINKSDane AustinKaitlin PetersenBusiness of Home

Isabel Ladd's lifelong penchant for pattern and color set the stage for a maximalist approach to life and design. But after several busy years, she realized that she was falling out of love with her business—she explains how focusing on her process helped her recapture the spark.This episode was sponsored by Surya and The Shade Store.LINKSIsabel Ladd Kaitlin PetersenBusiness of Home

San Francisco Bay Area designer Clara Jung joins the show to answer a question from a fellow designer who identifies as just that. She's craving community, collaborators and deeper conversations, but often feels flummoxed in a room full of strangers. Jung offers advice on mentally preparing for large industry events, networking from a place of sincerity, and how introversion can be a superpower when it comes to building relationships with clients.This episode was sponsored by Four Hands.LINKSClara JungKaitlin PetersenBusiness of Home

Earlier in her career, Arianne Bellizaire worked hard to build a large firm—only to realize that the pursuit of what she thought success was supposed to look like had taken the joy out of the work. Her biggest pivot point came when she let her old dream go, and started working on a new one: a nimbler team, fresh opportunities, and reclaiming her love of design.This episode was sponsored by Surya and Regina Andrew. LINKSArianne Bellizaire Kaitlin PetersenBusiness of Home

San Francisco–based designer Regan Baker joins the show to answer a question from a fellow designer whose five-person firm is going through some growing pains. She's already brought on a senior-level hire who can run their own jobs with some creative oversight. Now, she's wondering how she can get some of the junior employees on her team ready for the same level of responsibility. Baker offers advice on communicating a senior designer's role to clients, the software she uses to track employee progress without micromanaging and how to delegate duties based on an employee's strengths.This episode was sponsored by Four Hands.LINKSRegan BakerKaitlin PetersenBusiness of Home

Jae Joo's work is all about taking a step outside of the status quo. But getting there isn't a destination; it takes constant effort. On this episode, she explains why it's essential to attract clients who are willing to take creative risks, and how maintaining control of the project's design and build teams is an essential part of executing her vision.This episode was sponsored by Ethan Allen and The Shade Store.LINKSJae Joo Kaitlin PetersenBusiness of Home

On the inaugural episode of the Ask Us Anything podcast, New York designer Courtney McLeod answers an anonymous question from a fellow designer who's been in business for herself for about a year. At this point, she knows what a successful project should look like—but without a clear process in place, she often finds herself searching her notes for the next step. McLeod offers a roadmap for establishing clear internal and external systems built out of your existing workflow.This episode was sponsored by Four Hands and Crypton.LINKSCourtney McLeodKaitlin PetersenBusiness of Home

Caroline Gidiere's trajectory at the helm of her firm is a masterclass in growing with intention. She explains how she carefully deliberates over which projects to take, and on making sure her rates reflect the type of clients she aspires to work with.This episode was sponsored by Ethan Allen and The Shade Store. LINKSCaroline GidiereKaitlin PetersenBusiness of Home

Cortney Bishop's entrepreneurial spirit has driven her to create a one-of-a-kind business, complete with an in-house receiving operation and a creative approach to experiential e-commerce. She explains how each venture has helped her level up not just her firm, but also her own creativity.This episode was sponsored by Ethan Allen and The Shade Store. LINKSCortney BishopKaitlin PetersenBusiness of Home

Jenna Chused spent the first part of her career helping other entrepreneurs get their ideas off the ground, before finally taking a chance on herself. Now that she's at the helm, she shares why she's learning to embrace risk in order to achieve growth, and why she's never satisfied in her quest to perfect her presentations to clients.This episode was sponsored by Ethan Allen and The Shade Store. LINKSJenna Chused Kaitlin PetersenBusiness of Home

Modeling, acting, nursing and beauty school—Michel Smith Boyd tried it all before an encounter with an interior designer sealed his fate and sent him back to school to begin the journey toward the rest of his career. While still a design undergrad, he landed his first big gig—a one-night affair designing an extravagant party for a marketing executive. Though the event launched the young designer into a world of affluent clients and fast fame, he's now revisiting his business practices to retread the basic steps he missed before.LINKSMichel Smith BoydKaitlin PetersenBusiness of Home

Pure Salt designers Aly Morford and Leigh Lincoln were always on the same page when it came to interiors. In building out their portfolio and executing early designs, it was smooth sailing. When it came time to confront the bigger decisions necessary to building their business, they started to hit their first roadblocks—overcoming them would not only make their partnership stronger, but unlock new ambitions of taking their firm to the next level.LINKSPure Salt Kaitlin PetersenBusiness of Home

Jenna Gross entered the industry with a specific goal in mind: to offer a design approach centered on a full embrace of color. She shares how, after more than a decade of hard work, she's entering a new phase as she readies her business to welcome an influx of clients who truly understand her brand.This episode was sponsored by Klafs.  LINKSJenna GrossKaitlin PetersenBusiness of Home

Mandy Cheng launched her creative career in set production before discovering that transforming interiors was a perfect fit. The past few years have been pivotal for her firm, with industry accolades and high-profile clients that have brought growth, but also pushed her to explore what creative expansion will look like in the years ahead.This episode was sponsored by Klafs.  LINKSMandy Cheng Kaitlin PetersenBusiness of Home

Hannah Oravec's firm places a special focus on wellness. As she scales her business, she's navigating how to protect her values while embracing growth—and embarking on the shift in leadership that comes with it.This episode was sponsored by Klafs.  LINKSHannah OravecKaitlin PetersenBusiness of Home

Jean Liu launched her own firm and proved to herself that she could find success outside of the family business. More than a decade on, she shares why she's revisiting what it means to be a leader—and charting a path to growth in which bigger isn't always better.This episode was sponsored by Klafs.  LINKSJean LiuKaitlin PetersenBusiness of Home

Josh Greene took lessons from working for storied retail and residential design firms to launch his own ventures—first with a partner and then alone. He describes how going solo forced him to take a fresh look at his business's financials—and how his forays into developing product lines have opened the door to a whole new world of creative opportunities.This episode was sponsored by Regina Andrew and Room & Board. LINKSJosh GreeneKaitlin PetersenBusiness of Home

Swati Goorha made a splash at the recent Kips Bay showhouse in New York for telling the story of her own growth through design. That approach was more than a one-off: It's a strategy that underpins many aspects of her firm. She shares how she's using storytelling for everything from project flow to getting clients on board with a design concept.This episode was sponsored by Regina Andrew and Room & Board. LINKSSwati GoorhaKaitlin PetersenBusiness of Home

Chloe Redmond Warner realized several years ago that she had reached a breaking point. To get back to herself, she took a four-month sabbatical, with the hopes of returning to her firm as a better designer, and a better leader, too. The result wasn't exactly what she was expecting, but it gave her the clarity she needed to change the way she worked.This episode was sponsored by Universal Furniture and The Shade Store. LINKSChloe Redmond WarnerKaitlin PetersenBusiness of Home

Leann Conquer is celebrating her firm's tenth anniversary with some big wins and industry recognition—but also with a fresh perspective on how to evolve in the years to come. With operational excellence top of mind, she's focused on refining the firm's systems while protecting space for creative pursuits.This episode was sponsored by Universal Furniture and The Shade Store. LINKSLeann ConquerKaitlin PetersenBusiness of Home

Anissa Zajac pushed the reset button on her firm a few years ago after a crucial employee left her team. The tumultuous period that followed taught her what it takes to build a team that fits her goals—and how to grow as a leader as she grows her business. In this episode, she shares the community-building power of investing in brick-and-mortar, how she's implemented new systems to make hiring easier, and why she's letting her rates communicate her firm's value.This episode was sponsored by Four Hands. LINKSAnissa ZajacKaitlin PetersenBusiness of Home

Jim Dove discovered a corner of the industry that played to his strengths when he ended up in kitchen design. After several decades building his business in New Jersey, he relocated his firm to Palm Beach, and quickly realized that he would have to sell his vision to win over local clients and colleagues. In the process, he gained a fresh perspective on what it truly takes to make it in a major luxury market. This episode was sponsored by Four Hands. LINKSJim DoveKaitlin PetersenBusiness of Home

Kate Marker turned her firm into a three-part enterprise—complete with an e-commerce shop, vacation rentals and residential design services. In search of a perfect balance, she's allowing each arm of the business to fuel the others, ultimately charting a path to sustainable growth. This episode was sponsored by Four Hands. LINKSKate MarkerKaitlin PetersenBusiness of Home

Katie Monkhouse's firm was moving along at a rapid pace—taking on new employees, new clients and new real estate before she even had a chance to envision its future. To keep the situation from spinning out of control, she enlisted the help of a business coach and soon came to a realization: in order to move her firm forward, she'd have to look inward first.This episode was sponsored by Four Hands. LINKSKatie MonkhouseKaitlin PetersenBusiness of Home

Courtney McLeod's early encounter with a take-charge client left her project in ruins—and almost derailed her firm's growth. The story of her rebound is a masterclass in taking steps to secure your clients' trust before it's too late. On this episode of the podcast, she shares how her first showhouse experience provided her business with an unexpected lifeline, why she always asks clients to define what a successful project means to them,  and how she's finding purpose in creating opportunities for the industry's underrepresented groups. This episode was sponsored by Four Hands. LINKSCourtney McLeodKaitlin PetersenBusiness of Home

Donna Mondi opened a second office in a new city amid the pandemic's upheaval. As she entered a new phase of growth, she began reckoning with a new era of leadership at her firm—and what it means to chase a professional goal that never stops moving.This episode was sponsored by Room and Board.LINKSDonna MondiKaitlin PetersenBusiness of Home

Christopher Courts and Edel Legaspi are a husband-and-wife team who recently decided to split up—not their marriage, but their design firm. They share what it takes to uncouple after more than a decade of working together, and why they're embracing a new era that will give each of their voices space to grow.This episode was sponsored by Room and Board.LINKSChristopher Courts and Edel Legaspi Kaitlin PetersenBusiness of Home

Ali Budd had a shot at  TV stardom—and decided she wanted to bring viewers a side of the industry they hadn't seen before. As the business she spent years building enters the spotlight, she's sharing what it took to find her voice—and how she built a team that could carry that vision even further.This episode was sponsored by  Universal FurnitureLINKSAli BuddKaitlin PetersenBusiness of Home

After launching her own image consulting business and scaling a nonprofit from 3 people to a team of 22, Kai Williamson entered the design world with a strong entrepreneurial streak. As she's found her footing in the industry, she tells us about her innovative approach to refining internal practices that will make her firm more profitable.This episode was sponsored by  Universal FurnitureLINKSKai WilliamsonStudio7 Design GroupKaitlin PetersenBusiness of Home

Brian Paquette launched his career determined to build a brand. That's not really his dream today—but his story offers the refreshing reassurance that it's OK for your goals to change. He tells us about closing his store and downsizing his firm—and, more recently, about turning a scary slow period into an opportunity to perfect his systems.This episode was sponsored by Hudson Valley Lighting Group. LINKSBrian PaquetteKaitlin PetersenBusiness of Home

Michael Hilal spent his first career in the tech world, working for Google and several startups before making the leap into interiors. Though he left Silicon Valley behind, that tech mindset stayed, shaping everything from his approach to design documentation to how he thinks about client education.This episode was sponsored by Hudson Valley Lighting Group. LINKSMichael Hilal Kaitlin PetersenBusiness of Home

Georgia Zikas took her time building a team. When she finally started hiring, she knew exactly what qualities she was looking for. Her story is a lesson in how putting the effort into your company's culture can attract all the right people—in this case, experienced employees with the skills to take on a higher caliber of clientele.This episode was sponsored by The Shade Store and Minted. LINKSGeorgia ZikasKaitlin PetersenBusiness of Home

Christine Lin kicked off her career with a ten-year stint in the tech world, before using her digital skills to establish a design firm that was easy to find on the internet in an effort to cultivate a following that would outlast her immediate circle of potential clients. As the business grew, she soon found herself at a crossroads: She could keep taking every job that came her way, or she could embrace a new, elevated vision for her firm.This episode was sponsored by The Shade Store and Minted. LINKSChristine LinKaitlin PetersenBusiness of Home

Wesley Moon realized early on that he had a gift for understanding a client's vision, even when the client couldn't quite articulate it themselves. He shares how what you don't say to a client is just as important as what you do—and how a change in his personal life prompted him to say goodbye to the hustle that had defined his workload for so long.

Amy Storm has always embraced change within her firm. From reconsidering the brick and mortar space her team occupied to getting more specific about the types of projects she wants to take on, she's learned to lean into the hard lessons of entrepreneurship and find beauty in a business that changes with time. In this episode, she shares the story of the business consultant that finally pushed her firm into profitability, along with how she navigated a massive overhaul of her team structure.This episode was sponsored by Universal Furniture.LINKSAmy StormKaitlin PetersenBusiness of Home

Antonio DeLoatch shook up his business two years ago by moving his LA-based firm to the East Coast. The transition brought its fair share of challenges, but it also provided a chance to start over with a refreshed brand and a new vision. In this episode, he shares more about the process of uprooting his firm and starting over in New York, the showhouse that changed everything for his business, and how he earns his clients' trust with his frank money talk.This episode was sponsored by Universal Furniture.LINKSAntonio DeLoatchKaitlin PetersenBusiness of Home

Amy Sklar's early career was a full-circle journey that took her from design to show business and back again. When she finally landed at the helm of her own firm after starting her career within the strict confines of an architecture firm, she thrived on the ability to instate a supportive work culture and take on projects that place a premium on comfort and functionality. The financial side of things, however, didn't come quite as easily. In this conversation, she shares the pivot that pushed her to finally bring in revenue, how deliverables define each step of her firm's process, and why she wants employees to feel like they work with her, not for her.  LINKSAmy SklarKaitlin PetersenBusiness of Home

Following a first career in law, Clara Jung became accustomed to a cutthroat, high pressure work environment. When she left her life as an attorney for a shot at interior design, she decided to do things a little differently. Now, at the helm of Banner Day Interiors, she's crafting a work culture focused on employee growth and support, while also figuring out how to structure a firm that can run on its own—even if that means sometimes taking herself out of the equation.LINKSClara JungKaitlin PetersenBusiness of Home

Marianne Khoury-Vogt spent much of her career absorbed in one big, constantly-unfolding project. As town architect of Alys Beach, Florida, she's helped create a community where essential needs are within reach and the aesthetics are in alignment. In recent years, she's also branched out into new projects and services, embarking on an era of exploration and reinvention. In this episode, she shares her experiences developing a town that sustains its residents over a lifetime; why she's not afraid to get stuck on the small details, and how she strengthens relationships within her firm, her community and the industry at large. This episode was sponsored by Jaipur Living.LINKSMarianne Khoury-VogtKaitlin PetersenBusiness of Home

Caren Rideau found that specializing allowed her imagination and expertise to reach new heights. The real challenges came when she turned her attention toward professional growth—for her own business, and for the next generation of designers. In this episode, she shares why using social media to attract clients and employees, the benefits of being a kitchen specialist in an industry filled with full service designers, and how combining design with her other passions has allowed an entirely new brand to emerge. This episode was sponsored by Jaipur Living.LINKSCaren Rideau Kaitlin PetersenBusiness of Home

Early in his career, Matthew Tenzin embarked on a spiritual transformation that led him to a rather unlikely early role—as a Buddhist monk. He took the principles he learned with him when he transitioned to a career in design, eventually launching a second arm of his business that blends holistic practices, healthy materials and an approach to interiors that goes far beyond the limits of a home's four walls.This episode was sponsored by Jaipur Living.LINKSMatthew TenzinKaitlin PetersenBusiness of Home

Blair Moore set out to create designs that last—and found that the industry wasn't quite ready for her. Her response was to build a firm that forged its own path to quality design: by operating its own warehouse, crafting a line of furnishings and training the next generation so the legacy will live on.This episode was sponsored by Jaipur Living.LINKSBlair MooreKaitlin PetersenBusiness of Home

When Amy Kartheiser launched a charity project several years ago, her goal was to process pain and foster connection through design. As the initiative unfolded, she watched that objective quickly transform into something much bigger, becoming an essential piece of her business and bringing a new sense of meaning to the firm's work along the way.This episode was sponsored by Jaipur Living and Moore & Giles.LINKSAmy KartheiserKaitlin PetersenBusiness of Home

Leslie Murchie Cascino operates as a team of one—but looking at her collaborative design process, you'd never know it. On this episode of the podcast, she explains what being a one-woman show means for her as a mother, and how she avoids getting caught up in other peoples' definitions of success.This episode was sponsored by Jaipur Living and Moore & Giles.LINKSLeslie Murchie CascinoKaitlin PetersenBusiness of Home