How Coronavirus Challenged and Changed the Business of Seven Interior Designers

Julie Terrell
Julie Terrell Interior Design – Birmingham, AL
@julieterrelldesign
www.julieterrell.com

What are some positive outcomes from this time that you will carry back into the office?

This time has offered a unique opportunity to reflect on my business, my priorities, and my process. I have gained a lot of clarity about the number and types of projects that I will choose going forward, the benefits of a healthier life-work balance, and how important unscheduled time is to my creative process. I’ve learned that ideas and creative concepts flow more freely when my mind is less occupied with the demands of a hectic schedule.

What is something new you have tried because of the circumstance that you will incorporate into work moving forward?

I participated in several Zoom events, like webinars hosted by Schumacher and a virtual conference hosted by Designers Today. After High Point was canceled, I scheduled a private virtual tour via Facetime with Schwung Home which introduced me to their new products and shipment of antiques. I ended up being able to confidently purchase several pieces for a project, and will not hesitate to virtually shop showrooms in the future. I also participated in an online wellness summit offered by Imperfect Thriving on Facebook Live where I was asked to speak about ways to create a relaxing and peaceful home during the quarantine. This nudged me out of my comfort zone and allowed me to reach a new audience, and it even resulted in a great new client. 

What areas of business and spending will you scrutinize a little harder before committing to in the future?

As a natural result of staying at home, my expenses have sharply decreased. I’ve used this opportunity to review all of my monthly and yearly expenses and I definitely made some changes. I renegotiated my bookkeeping service, revised my insurance coverage, and let go of unnecessary services and technology. I have definitely missed shopping in person and seeing new products at market and design centers, so I will continue to make room in the budget for travel.

Are there any pre-Coronavirus patterns or processes that you’ve decided to retire?

Prior to sheltering in place, I had a tendency to over-schedule myself with appointments and commitments. I will try to be mindful to keep my project load more manageable and to allow time to explore other creative projects. After years of searching for unique and beautiful Christmas stockings, I decided to design my own for my family and as housewarming gifts for clients. In addition to designing the pattern, I also sourced designer, couture, and vintage fabric and materials for the stockings and accessories. This has given me a creative outlet that is not related to my design work and I have finalized plans to launch a boutique line of Christmas stockings this holiday season.

Ahmad AbouZanat
Project AZ – New York, NY
@az.ahmad
www.projectaz.design.com

What are some positive outcomes from this time that you will carry back into the office?

The stay-at-home period was a good reminder that as a solopreneur, it is very important to find balance between work and personal time. Often times, we find ourselves extending work hours way beyond the standard. There’s a lot more time management for sure. I also had the time to set up some templates that I’ve been wanting to work on for a while now, ones that are part of the larger work system. I intend to always carve time for such improvements that help me as a person and my business to grow. 

What is something new you have tried because of the circumstance that you will incorporate into work moving forward?

I think the biggest one is doing things virtually, mostly it was FaceTime with clients. Doing walkthroughs at the beginning of the project, finding new ways to have the clients communicate all the information required from the job site. I worked on a small e-design project, more of a creative direction consultation. It was a fun quick project and the feedback from the client was great; I would like to integrate that as part of my offerings. For work hours, I actually pushed mine a little later. I am more productive in the afternoon and figured if I get the chance to be more focused and use that energy at its peak it will result in a better outcome on different levels. Moving forward, I think virtual client meetings will be very helpful at different stages of the job, especially the ones at a distance. Before, clients were not as comfortable with virtual meetings, and the time to do in-person meetings added to the overall design fee which made it harder to land the smaller jobs. 

What areas of business and spending will you scrutinize a little harder before committing to moving forward?

Our business is referral based, be it from a friend, family member, an existing client, or what I like to call digital referral, a random user on social media passing on the designer’s (or really any business) profile to one of their contacts and for that, I strongly believe that marketing budget has to be carefully tailored to fit the needs of the business and make an impact on any viewer. The new tools to help run the business smoothly are also changing with these times. That’s another area where learning how to budget for it and investing in it is now crucial. 

Are there any pre-Coronavirus processes or old habits that you’ve decided to retire?

In-person complimentary consultations to meet with potential clients for the first time. Most likely, this would either retire or be limited to clients who truly prefer to meet in person and interview their potential designer. I have a project inquiry form on my website now that has proven to be an efficient tool. This form replaced the first phone call I used to have with any potential clients. Regardless of the project size, budget, and sometimes distance, I always ask to meet with potential clients to dive deeper into their project needs and to learn more about their lifestyle. If I learned anything over the past three months, it’s that a scheduled, longer phone call will yield the same results.

Ellen Frances
Ellen Frances Designs – Philadelphia, PA
@ellenfrancesdesigns
www.ellenfrancesdesigns.com

What are some positive outcomes from this time that you will carry back into the office?

Prior to Coronavirus, my business was operated out of my home office and I met with clients and vendors at the client’s home or the vendor or supplier locations.  Since the end of March, this has taken on a whole new challenge of getting a design approved.  Without the in-person consultation and meetings with the suppliers, this really seemed to limit the continuation of projects in progress. Up to that point, there was no reason for utilizing Zoom or Facetime. Once I introduced this to my clients and showed them how user friendly it is they were willing to move forward as much as we could to complete the projects. This has been invaluable.  My clients are pleased with the ease and comfort of still having me in their homes, looking at the areas, making decisions, and executing the project.  

I have had the supplier and the contractor on Zoom calls so that all concerns are addressed and documented. I’ve been able to complete ordering furniture and accessories to either be installed by me at a later date or by the clients. Renovation designs have halted in most of my construction projects but progress has been made. I feel confident that I can continue to incorporate Zoom meetings and Facetimes between my clients and suppliers and contractors since my target client is the busy career person and parents, juggling careers and family who are comfortable with technology being incorporated in the process and who are willing to trust my choices to be presented at one meeting. Using Facetime with my contractor and suppliers has been a serious time saver and they have been able to continue to produce as well. Of course, in-person meetings will never be replaced initially and throughout the project but I’m definitely offering this added service to make better use of the budget. Because of this, I’ve also been able to deliver samples to a client’s home, Facetime them in the space to help make the choice, pick the samples up, and place an order. I have even come up with a how-to for my clients to be able to measure spaces more accurately while we are on facetime.

What is something new you have tried because of the circumstance that you will incorporate into work moving forward?

When Coronavirus began, I had a couple of projects in process and a couple under an agreement to start. The possibility of not having other clients was looming over me. Up to that point I had only offered in-person consultations and services, so I began to consider E-design. I did my research and came up with an E-design package that has taken off and I now have a few versions of this service. This has stretched my creativity because my niche was to walk into a home or space after the Discovery call and visualize a concept. But I quickly learned to be more flexible. The process starts with inspiration pictures from my client. I’ve learned what angles I need to visualize and from videos and exact measurements I’ve been able to conceptualize a plan. The questionnaire is more in-depth than the in-person one because there were obvious aspects present when actually with a client. This is a concept that is new to most clients let alone the idea of hiring a designer but I find that with my attention to detail that I quickly gain their confidence. I now have a client in Canada who needed a space to create her home office as this is the wave of our new future. 

I’m very excited at the possibilities that offering E-design offers to both me and my clients. One of my specialties is helping clients incorporate their present furniture and belongings into the design plan, with E-design and facetime sessions we can work out the placement of things without adding fees for travel. I offer two types of E-design service, one for the complete DIY’r and one for the DIY’r that needs the visual to help arrange the room.  

What areas of business spending will you scrutinize a little harder before committing to moving forward?

Before Coronavirus the type of service I focused on was full design, designing full rooms, renovations, or full house service.

Since Coronavirus I understand more how my clients live in their homes and how intimidating it can be to not only trust the design of their spaces to a designer but hiring a designer at all.

I also see how limiting this is for my business. Once clients realize the value of hiring a designer and the plethora of resources, ideas, and skills we offer, that can and does lead to more work with that client and referrals to friends and family. So, moving forward I definitely see the value in consultations only, styling only, lighting updating, color or wallpaper consults or small furniture choices, and more. Before these are services I only offered to current clients.  I see this as not only an opportunity for more clients but an opportunity to show potential clients my value. It’s a win-win.

Are there any pre-Coronavirus processes or habits that you’ve decided to retire? 

As a relatively new business owner, I have done everything in my business, managed the budget, paid bills, ordered furniture, processed payments, and kept tabs on the deliveries, etc. Since Coronavirus, I’ve had the time to explore other ways to manage not only my time but to delegate the administration details that I did not like doing. These things take away from the creative process which is my passion and why I design. It will also be more organized and reassure my clients that they are being taken care of and that they don’t have to wait for me to find time between clients to answer delivery questions. It will also be a money saver for my clients instead of adding up my fees to their bill. This cost will be added at the start and there is no guessing about this aspect later. I see this as a value-added service that I never thought I needed because I am capable of managing the administration of my business but why should I when there are so many great services specifically for the designer.

Victoria Sanchez
Victoria at Home – Santa Fe, NM
@victoriaathomedesign
www.victoriaathome.com

What are some positive outcomes from this time that you will carry back into the office?

Since I own a showroom here in Santa Fe I was initially freaking out about sales. After a while, I realized that the designers in town were still working with their clients but could not get to the design centers in Denver, Scottsdale, or others. With a bit of outreach to the designers, I have opened my resources to them and was able to diversify my revenue. This is an area that I am planning on developing further and am excited about!

What is something new you have tried because of the circumstance that you will incorporate into work moving forward?

I’m hoping I’m not the only one when I say, I had never had a Zoom call with clients before Coronavirus. I’ve used Facetime but not Zoom. I think I have the process down now, (uploaded pic of my showroom for the background too!) and love the ease and time it can save.  With many of my clients on the East Coast, I don’t get a chance to see them as often as I’d like, and Zoom made it much more personal particularly during a time when we were feeling quite alone. I’m keeping this tool moving forward to work with my clients.

 What areas of business and spending will you scrutinize a little harder before committing to in the future?

A big lesson I have relearned is that diversifying revenue is important for me, and probably many others. While I was not able to be open to the public, I was able to keep paying my bills and actually continue to place orders with vendors for new floor inventory as designers were coming in and still buying furniture off my sales floor and placing orders for their clients (all with appointments, masks, etc).

Are there any pre-Coronavirus processes or old habits that you’ve decided to retire? 

Yes, I am not going to wait for my phone to ring, instead, I am going to be the one reaching out and calling my clients, reps, vendors just to check in and say hello. I really missed my relationships with my industry partners and plan on working just a little harder on that!

Stephanie Poore
About A House – Charlotte, NC
@_aboutahouse
www.aboutahouse.net

What are some positive outcomes from this time that you will carry back into the office?

It’s funny, amidst all the struggles and unknowns that we are experiencing during this trying time, I have found myself in a new place of calm. As the weeks have passed and the rhythm of life has slowed, I have become kinder to myself, both as a business owner and a mother. I am going to bed earlier, getting more exercise, and taking the time to enjoy the little moments that make life wonderful! As we begin to return to the new normal, whatever that may be, I hope to keep this sense of balance with me in all that I do. Oh, and I have found a wonderful new mint tea with lemonade, peach, and honey that will certainly come back to the office with me, too.

What is something new you have tried because of the circumstance that you will incorporate into work moving forward?

A few weeks before the quarantine began, I purchased a new iPad Pro with a digital pencil and a cover that doubles as a keyboard. My intention was to streamline the information flow in and out of my firm, but I never could have imagined the impact this little tool would have on the way I run my business! In the absence of face-to-face meetings these last several months, I have used my iPad and a fantastic app called GoodNotes to communicate my ideas with clients, builders, and tradespeople in a way that I never could before. I can quickly create sketches, make notes on photographs, and mark up documents, all without printing a single sheet of paper. Faster, more precise information, all while saving trees…that’s a win-win in my book! 

What areas of business and spending will you scrutinize a little harder before committing to in the future?

I once read a book called Profit First by Mike Michalowicz, and I will never forget the “Just One More Day” technique he discussed when it comes to spending money in your business. Before making any purchases these days, I ask myself, “Can I go just one more day without spending that money?” It’s a simple concept, but so powerful. Delaying an expenditure by even one day gives me the chance to rethink its importance and, sometimes, come up with a creative way to move forward without it. Having said that, there are a few things I will never compromise on…a good bookkeeper and the best photographer I can afford!

Are there any pre-Coronavirus processes and old habits that you’ve decided to retire?

Now that I have morphed into a full-time teacher and entertainer of my three children as well as an interior designer, I’ve learned to make the most of the condensed time that I have to work each day. I think many designers, myself included, can be guilty of trying to do too much, of taking on too many projects all at once. These last few months have taught me the importance of saying no to the projects that are not the best fit for my firm so I can say yes to the ones that are. As I move forward into this new normal, my hope is that saying yes less often will give me the space to be more creative and provide the best level of service that I can to my clients.

Steve and Jill McKenzie
McKenzie Design – Atlanta, GA
@stevemckenzies
www.mckenzieinteriordesign.com

What are some positive outcomes from this time that you will take back to the office?

There are things that I can do more efficiently, virtually. I love contact with my customers and will really work to make sure each interaction with them is valuable and important for both them and myself.

What is something new you have tried because of the circumstance that you will incorporate into work moving forward?

I’ve had several Zoom presentations with some of my fabric reps and they were very effective. I really value a lot of the panels and discussions via Zoom that suppliers are offering. 

I think I am probably a lifelong learner and taking an hour out of the day to hear how other professionals handle something is always helpful. We’re currently working on an e-design offering. I didn’t want to just jump into it. It has to be thoughtful, additive to our business. It also needs to be consistent with our brand. Committing a certain time a week to billing and office work, time for plans for our brand and business, etc. Just running the business more purposefully. 

What areas of business and spending will you scrutinize a little harder before committing to in the future? 

Advertising, subscription technology, and thinking harder before saying yes to a showhouse.

Are there any pre-Coronavirus processes/old habits that you’ve decided to retire?

I’m not sure if this is an addition or retiring an old practice, but I am going to be more purposeful about what gets done when.

Gianna Marzella
Gia Mar Interiors – New York, NY
@giamarinteriors
www.giamarinteriors.com

What are some positive outcomes from this time that you will take  back into the office?

This horrific pandemic has caused me to take pause and re-reevaluate my priorities across the board. I am really looking at how my professional life and personal life intersect. I am creating a new balance here.  I am working on projects that are near and dear to my heart. I am choosing to work a little less and love that work even more. 

I am striving to slow down so I can design in a more relaxed and joyful way. I am also focusing more on how the interiors I create can better serve and nurture the people who live in them. I have always been very drawn to organic elements and soothing spaces. I am further narrowing that focus. It comes naturally to me to create these types of environments, and it feels more important than ever to just do more of what feels good.  

What is something new you have tried because of the circumstance that you will incorporate into work moving forward?

I have always run a portion of my business virtually. I’m accustomed to doing some presentations digitally/virtually, usually via Zoom. What is new to me is having my clients doing their own site surveys.  I am New York City-based, and for the most part, have not been able to be on site. With a little bit of prep and explanation, this has been successful.  It’s amazing what we can do when we are forced to shift from the traditional way of doing things a little bit.  I have scaled back my hours due to childcare impacts of Coronavirus. I’m now more available in the evenings, which has been helpful to many of my clients. I am hoping to resume typical business hours in the next few weeks as life in New York is starting to get back to normal, or the new normal.  I will continue to offer more evening meetings post-Coronavirus. I think they are helpful to my clients, so they are here to stay.

What areas of business and spending will you scrutinize a little harder before committing to in the future?

I’ve paused my office lease for the time being. I’m in a WeWork space and am so fortunate to have had that option. I have enjoyed the freedom of working from home more than I expected. I will be giving serious consideration to taking on that financial liability again, not to mention the time lost commuting.

Are there any pre-Coronavirus processes or old habits that you’ve decided to retire?

As mentioned above, I may permanently shift to a work from home model. I also want to slow down, take on fewer projects so I can become more immersed in them, and enjoy the work a little more. I love what I do all day, every day. However, working slightly less during Coronavirus has created a more rewarding relationship with my work and my clients. I don’t want to lose that.

I must believe that out of this horrifying experience of Coronavirus, some positive shifts have taken place. For me, the re-balancing of priorities is the silver lining in this dark time.