Insights from Dane: Learning the Interior Design Business
Interior designers, do you remember the first time you ever met with a client? Clients, do you remember the first time you ever met with an interior design professional? There was so much to learn from each interaction. From the terminology and the language of design to the simple procedures of communicating with one another.
While practice makes perfect, reminding ourselves of those first early steps helps us to stay authentic in our mission. One of the ways I do this is by interacting with students and young designers. I really enjoy guest lecturing, working on events with students, and answering emails from designers just beginning their professional journeys.
The Dane Austin Design team thought sharing some of these exchanges and offering Dane’s insights about learning the design business would be worthwhile to newbies, experienced designers, and clients alike:
A student recently asked: “What have you learned through experience that you wish you had known before starting out in your career? Or what would you have done differently?”
DA: “Design is a business and it’s something that you need to put time into understanding, especially in order to develop your own firm. I would have taken more business classes early to avoid some trial and error. Creativity and design is about twenty percent of what we do, the other 80% is about how you run the business: building your A-Team, project management, finance, marketing, systems and processes. I eventually sought additional education, business coaching, and mentoring to round out my skills.
In addition, learning the interior architecture earlier in my education would have been worth while. These skills allow the most detailed interior design plans and thoughtful attention to detail. We partner with high-end architects and builders to see our visions realized. Big industry names always have an architectural pedigree.”
And—always keep learning. This can’t stress this enough.
Some great resource books to review:
Interior Design Clients by Thomas Williams
The Business of Design by Keith Granet
The Business of Creativity by Keith Granet
Branding and Interior Design by Kim Kuhteubl
Uncopyable by Steve Miller
Confessions of a Public Speaker by Scott Berkun
I have worked with business coaches and highly recommend this as a way to strengthen your firm. Think of yourself as an entrepreneur and studio owner who happens to be in the business of interior design. Take business courses as well as design courses. If you’re not good at running your firm, you will not be successful or profitable. And as much as we all love creating, we also need to earn a living doing it.
INSPIRED BY THE BEST
Another recommendation is to follow successful interior designers and influencers on Instagram. You will be inspired and can learn from these professionals:
@acolorfulllife If you’re curious, follow us on Instagram for more inspiration and beautiful content.
Credit: Tilton Fenwick
MENTORING STUDENTS & NEWBIE INTERIOR DESIGNERS
I recently received this lovely email after hearing my podcast with LuAnn Niagra.
Hi, Dane,
I recently heard you on A Well-Designed Business, and no designer -- on the show or otherwise -- has moved me as much as you did. As an aspiring designer, who is a bit shy about not only my lack of experience but also my lack of pedigree, your story and your success give me a lot of hope.
Throughout my 20s I worked in the progressive non-profit and activist realm, and I would never allow myself to take my desire to be an interior designer seriously. I attempted to tiptoe closer to the design world by getting a masters in urban planning and design, but working in that field still did not fulfill my creative impulses. Now, on my third iteration of Professional Self, I am being honest with myself about my artistic nature, and trying to bridge that with my past experiences and worldview; I hope to utilize design as a way to reflect and better people's lives.
But unlike the fields from which I came, I haven't found the same level of camaraderie and humanity when I reach out to designers for their advice, support and mentorship. I am sure that much of that is me being an outsider and newbie, but I appreciated your acknowledgement that we're all better when we come together and share knowledge and lift up one another.
You shared so much with all of us on the episode and I am very grateful to know that someone so down-to-earth and kind and HUMAN is out there being wildly successful in the world of design.
You're awesome.
Elizabeth
My response:
Hi Elizabeth,
Thank you for your email and very kind words. It's so nice to hear from you.
It sounds like you've had a really wonderful background of experiences to pull from. Those who are successful in their careers rarely start out in the fields in which they begin.
If I've learned anything, it's that being true to your self and your dreams creates the authenticity we all strive for in our interior design practices and in our lives. When we bring that energy and appreciation to our clients and our work, we open the floodgates for extraordinary experiences and opportunities.
Wishing you the best of luck.
Best,
Dane
Here’s another example. I received the following note from a student I spoke with:
I really appreciated the time [you] took to speak with me! As a student, we are always seeking actionable advice, and I think that [you] really provided that for me via book/magazine recommendations, continued education options, and even important questions to ask when networking. I can continue to work on these while also considering the more longer-term possibilities within the industry that we discussed, such as the business aspect of design and starting your own firm. Personally, at this moment, I think there were two pieces of advice that stood out to me. First, to get involved at the local design center, and the events hosted there - which I had no idea about! Secondly, consider the possibility of a masters [degree] in interior architecture because of what that can facilitate in the interior design process. I think this is a really good option for me because I loved the interior architecture course I took at RISD.
I replied:
Thank you for sending this feedback as to what you found helpful during the conversation. This gives me a nice outline of what other students may find helpful when it comes to college lectures.
I would add to the advice I offered that you should join your local chapter of IIDA (more architecturally driven with an emphasis on commercial work) and/or ASID (more emphasis on boutique residential). I enjoy being part of both. Get involved with the events that they organize. The opportunity will open you up to a wealth of resources and connections in the industry. Both organizations offer discounted student rates.
After I spoke at an interior architecture class at Endicott College, I received this email from the professor: “I’m so pleased you were able to make it again this year; You are SO good at this! The students were really interested and you packed so much information in the time available.”
MORE WAYS TO GROW AS AN INTERIOR DESIGNER
In fact, it was this interaction, and the many emails that I have received, that sparked the idea for this Journal post. I often recommend to students, new designers, and clients that they read the top tier design magazines for inspiration: Architectural Digest, House Beautiful, Elle Decor, Veranda, Traditional Home, LUXE, Galerie, Interior Design Magazine, and local shelter magazines New England Home, Boston Home, Modern Luxury Interiors Boston.
Participating in classes, webinars, seminars and conferences are another helpful way to keep up with design trends, changing technology, and best business practices. Every year I plan to participate in a number of these to expand my knowledge and network. We don’t know what we don’t know, but being open to learning throughout our careers - and lives - is the key to growing professionally and personally.
All the best wishes to your success!