Devin VonderHaar is a Portland-based home organiser and creator of The Modern Minimalist—a KonMari certified consultancy specialising in holistic home organisation and minimalist styling. Devin experienced the transformative benefits of minimalism and intentional possession first hand, and now she hopes to spread that joy.
Unexpected obstacles
"Honestly, COVID has been the most difficult thing to accommodate in my business, particularly when it comes to building relationships with clients." Of the 3.5 years Devin has been in business, 2 have been in the pandemic, resulting in the rescheduling of a lot of appointments.
Reading energy
Other than check-in texts and emails, Devin conducts the bulk of her work with clients in-person. "I find out everything I need to know organically by being in a client's home. I think seeing a client's family dynamics and lifestyle, along with the energy of the space, is really important in creating functional systems that are customised to the individual."
How does she know she's got the design just right? Simple—she listens to her client's feedback.
Analysing attachments
Devin often uses a system known as "joy checking"—a process that helps clients to understand their emotional attunement to an item and how to grow that awareness over time. Devin helps her clients to recognise positive and negative attachments, whilst enabling them to make confident decisions from a place of joy instead of guilt, attachment, or scarcity. Many answers can be found in energy and instinct, but Devin also asks a lot of questions when first meeting with a client.
Given her holistic approach to organisation and design, we challenged Devin to hone in on what brings joy and calm to a client who often feels overwhelmed by their daily life—if she had just 5 questions to work with...
Devin would work through each item in a client's home and ask:
What... is the first thing that you feel when you hold this?
When... did you last use/wear it?
Why... do you like it?
Who... does this make you think of?
Where... do you use/wear it?
Got a question for Devin? Head to her website or browse her soothing feed on Instagram.
Jack Allman is an up-and-coming London-based fashion stylist. His hard work and talent have already earned him work with the likes of House of Solo and Lauren Lewis—but this is just the start...
Meet Jack Allman
What shaped your appreciation for fashion?
My interest in fashion started when I lived in Australia—I wanted to become a painter or an author. I would love to learn to story tell as aboriginals do. I wanted a way to illustrate stories, and I found it in my love for photography.
When I moved to England, I learnt of Diane Vreeland and her vision at Vogue—her ideas were fresh and illustrated brilliance. The way she could sew emotion and art into imagery was inspiring and so exciting to look through. As an upcoming stylist and creative director, that is what I look forward to emulating in my career!
How do you reinvigorate your creativity?
Walking! I love walking through London, or wherever I am, and taking everything in. The way people are getting on with their day, the colour of buildings—there is so much to keep your mind creative and refreshed.
What do you hope to achieve with your work?
I think everyone wants their work to transcend time, they want to be remembered in some way. I’m the same really.
We asked Jack to share his 'bucket list concept'—the creative vision that he hopes to one day bring to life...
Stop and stare
My idea takes inspiration from the likes of Helmet Newton, David Hockney and La Piscine—a french film from the 60s featuring Jane Birkin. The drama, the elegance, the stares! I would have to set the shoot in LA during the summertime.
As for models: Veruschka. She is her own art form! I would also have Valentina Sampaio, Joan Smalls, Omar Apollo, Jacob Elordi and Sherry Shi—what a dynamic grouping they would make. They'd be styled in major swimsuits, platform heels, crazy amounts of costume jewellery, sunglasses and gowns—you can never forget evening wear. I would love to select a few pieces from Halston’s earlier collections—so many elements go into those dresses. They ooze regality, elegance, refinement and allure.
Follow Jack's work on his Instagram or check out his website.
Lucy Smith offers a range of interior design packages and sources unusual antiques through her business Lucy Madeleine Design.
It starts with a DM
Lucy's Instagram feed functions as an antique auction of sorts—a place to showcase and sell her vintage homeware finds. It is not unusual for a client to find her page on Instagram and subsequently slide into her DMs to find out more!
Following this initial contact, Lucy prefers to work face-to-face when possible. However, Lucy also offers e-design services, which of course are conducted remotely—all Lucy needs are images of the space and rough room measurements.
Answer the question
Lucy starts a consultation with a general chat and, ideally, a viewing of the space. But prior to their first meeting, Lucy will send her client a questionnaire. The questionnaire functions as a way to get to know a little bit more about logistics: budget, the scope of work etc. and, crucially, what they want to achieve from the space.
Challenges can arise when a client's style doesn't correlate with what Lucy typically offers and so it's best that everyone has realistic expectations from the outset.
No risk, no reward
Lucy's design philosophy: "Sometimes you have to push the boundaries a little. Just take a risk and hope your client loves it!" For Lucy, the best part of the job is orchestrating that element of surprise. Whether that be presenting an unexpected colour scheme or an unsual funriture piece.
Client deep dive
In order to surprise her clients int he right way, Lucy must be sure of their tastes, preferences, and story. We asked Lucy to share the 5 must-ask questions to uncover a client's story.
- Who do you admire for their taste or style?
This could be anyone. An interior designer, influencer, actor, artist, or even a friend who has a particular taste that you like or are intrigued by. - What are your main goals for the design of your space?
Do you want to see updated furnishings and better lighting? Do you need better functionality and more storage? Maybe you just want your space to feel more cohesive? - Where would you usually shop?
Be it for fashion or homeware, do you shop certain brands specifically for their styling or home décor? - When looking at your space, what type of aesthetic look would you like to find?
Is the space used for work, entertaining, family gatherings, displaying artwork/collections, or simply relaxing? - Why do you want my help in particular?
What about my style drew you in? Why are we a good mtach?
Got a question for Lucy? Check out her website. Find more of Lucy's work on Instagram.
Beautiful lighting and comfortable furniture make a house welcoming, but true interior design transforms it into a functional home. An interior designer's role is to create spaces that enrich their clients' daily lives, starting with a comprehensive client questionnaire.
Throughout the design process, thoughtful questions and strategic thinking are crucial. The initial consultation sets the tone, making it essential to ask the right questions to gather insightful information.
Visualist consulted with leading interior designers to uncover the essential questions they include in their client intake forms...
This article will explore:
- Identify Decision-Makers and Roles: Identify the primary decision-maker to streamline design using interior design productivity software and a free interior design client questionnaire.
- Assess Functional Needs and Logistics: Ask detailed questions about current issues and specific needs using an interior design client questionnaire template to adapt the design to the client's lifestyle
- Clarify Expectations and Timelines: Discuss realistic project timelines and manage expectations with an interior designer questionnaire free template to understand client priorities.
Jason Lai: The key decision-maker in interior design
Who decides?
In interior design, making decisions is crucial. While accommodating everyone's preferences is important, having a designated decision-maker ensures progress.
In interior design, making decisions is crucial. While accommodating everyone's preferences is important, having a designated decision-maker ensures progress.
Jason Lai, founder and principal designer at JL Interiors, offers his perspective. Discover more in our exclusive interview with Jason Lai.
Jenny Branson: Addressing space challenges
Why isn’t this space functioning well?
Identifying key space issues is crucial for effective redesign. Understanding how a room’s layout disrupts your client's lifestyle helps prioritize functional improvements.
Integrate these inquiries into your interior design client questionnaire to uncover core issues. This method enhances your client engagement and optimizes project outcomes.
Discover more insights from Jenny Branson, an acclaimed interior designer on Houzz. Explore our complete interview with Jenny Branson.
Dean Keyworth: Designing for functionality
Where do you plan to place your Christmas tree?
Ensuring there's an accessible socket for fairy lights is crucial!
This seemingly simple query reveals vital insights into your client's practical requirements. It exemplifies the importance of adapting your interior design approach to enhance your client's lifestyle. Crafting a comprehensive home design questionnaire ensures all logistical needs are met.
Gain deeper insights from Dean Keyworth, esteemed founder of Armstrong Keyworth Interiors. Dive into our complete interview with Dean Keyworth.
Nicole Forina: Managing project timelines
When do you envision starting and completing the project?
Clarity on timelines is vital. Are your clients open to waiting for bespoke furniture, or do they prefer a swift turnaround? This knowledge aids in expectation management and efficient planning, ensuring realistic deadlines are set and adhered to. Utilizing an organized interior design CRM facilitates seamless tracking of these schedules.
Explore the wisdom of Nicole Forina, visionary founder of NF Home. Dive into our comprehensive interview with Nicole Forina.
Lily Paulson-Ellis: Space utilization
Who will use this space?
Is it for the whole family, pets, and kids, or is it an adults-only retreat? Understanding the intended occupants of each room clarifies its function. Is it for lively gatherings or serene relaxation?
Identifying users prioritizes their input, aligning the design with daily needs. Who better to shape a room's layout than its regular occupants? This tailored approach enriches your interior design client questionnaire, ensuring bespoke outcomes.
Discover insights from Lily Paulson-Ellis, founder of LPE Designs. Explore our full interview with Lily Paulson-Ellis.
Laura Medicus: Social dynamics in design
Why do you think an interior designer can help you?
How do you entertain guests?
Knowing how clients interact in a space is key. How can your design foster meaningful connections and create lasting memories? Tailoring the space to fit their lifestyle enhances functionality.
Laura Medicus, principal designer at Laura Medicus Interiors in Denver, offers her insights. Explore our full interview with Laura here.
Liselle Milner: Designing for lifestyle
What are your daily activities?
Knowing your client's routines is key. Do they cook, entertain, or need space for hobbies? Design to enhance their lifestyle.
Liselle Milner, founder of Zenterior Design, offers insights. Explore our full interview with Liselle here.
Nikki Holt: Designing for atmosphere
Where do you want to feel transported in this space?
Home is comforting, but evoke memories too. Maybe a favorite holiday or previous home. This personal touch sets the atmosphere.
Nikki Holt, design director at Kimberly Timmons Interiors, shares insights. Discover our full interview with Nikki here.
Dean Keyworth is the former president of the British Institute of Interior Design and the founder of leading interior design firm Armstrong Keyworth.
See for yourself
Circumstances permitting, Dean always opts to meet his clients face to face. And ideally, those meetings take place on-site because Dean has learnt that the best way to envision a client's future home is to stand in the heart of their existing one. "I can pick up cues of what the client likes and how they live just by being in their space. I think finding out how someone lives is more telling than their aesthetic preferences."
On-site meetings continue throughout the entire project to help Dean pick up on any client concerns straight away. However, he always follows up his meetings with detailed emails—always best to have things in writing!
Reality > imagination
The design must adapt to the lifestyle, not the other way around. As Dean says, "There is no point putting in a formal dining room if entertaining consists of beer and pizza! And you need to be mindful that live-in staff or small children radically changes the rhythm of daily life."
That being said, Dean will always attempt to tailor to aesthetic preferences too. "Sometimes people like things they see in magazines or online and want me to replicate them in their own home. But often their room is a different shape, has a lower ceiling or is a different kind of architecture, so I have to adapt their vision to make it suitable for their environment."
Dean will only accept that he has truly delivered if, at the end of a project, the client exclaims, “It’s even better than I imagined!"
Client deep dive
So, what is the secret to securing that "better than I imagined" reaction? Dean never shies away from the grand, the bold, the daring. In keeping, we challenged Dean to decipher the true desires of a client seeking a 'maximalist' design for a living room—if he only had five questions to work with...
- Who will be using the room on a regular basis?
I need to know if these will include, children, people with disabilities, older people or pets to cater for their needs accordingly. - What do you mean by ‘maximalist’?
Is it a bold colour, lots of patterns, ornate detail such as fringed upholstery, lots of objects or a combination of these elements? People interpret style labels in different ways and it is important to drill down into which aspects attract them to a certain look. - Where do you envisage having your Christmas tree?
There needs to be a socket in the right place for fairy lights! Logistics matter. - When do you need this room by?
If you have a party in 6 weeks, there is no point in me suggesting hand-woven rugs or bespoke furniture that will take months to arrive. - Why does maximalism appeal to you?
Is it a fashion thing or do you genuinely love to be constantly stimulated by your living environment?
Got a question for Dean? Visit his website. Or check out more of Dean's work on Instagram.
Laura Medicus is the owner and principal designer of her namesake interior design firm, Laura Medicus Interiors. Based in Denver, Laura Medicus Interiors operates on the three pillars of good design: clean, classic and liveable.
Better said in person
In-person client consultations are always Laura's preference. Sitting face to face with a client allows Laura to pick up on physical cues. "I tend to notice body language, smaller facial expressions and other visual cues about people that help me relate to them."
But Laura lets her client's preferences take the lead, and so has become comfortable working over phone calls, texts and emails too. Client's preferences usually become apparent fairly early on in the project and Laura tries to be flexible to fit their comfort level and needs.
Communication styles and preferences can also change throughout the project. The beginnings of projects are typically heavy with in-person meetings. In the middle of the job, emails, texts and phone calls take priority—with a few site visits and shopping trips thrown in. Towards the very end of the job, in-person interaction in the form of site visits is more common. Often, it all depends on the client's level of involvement.
Evolution of ideas
When asking a client to collect inspiration, sample size is important—less is certainly not more. Case in point: when a client sends just two kitchen images they like, and they're both different, it becomes hard to decipher their true taste. The more references a client can provide, the easier it is to find a common thread in their style.
But pinning down 'taste' is not a one-shot affair. "Sometimes you nail a client's style and sometimes you miss it over the course of a project—it's not usually a 100% hit every time." And that's okay, revisions can be made. What's important is that your client trusts you—but that's easier said than done.
Trust in me
Laura's go-to strategy for building trust is respecting boundaries. "There's a delicate balance between pushing a client to go with something different than their neighbours' house, but not pushing so much that it's way outside of their comfort zone." Even once trust is established, truly understanding a client's goals and needs is no easy task, so just how does Laura do it?
Client deep dive
Given her long-term love for kitchen design, we challenged Laura to ascertain a client's functional preferences for their new family kitchen—if she only had 5 questions to work with...
- Who cooks the most often in this kitchen?
Is it one person or multiple cooking/helping at the same time? Do you need another sink in the space? What about another small refrigerator? - What type of entertaining do you do?
Do you have people over frequently and want people hanging out in the kitchen with you? Do you seldom entertain? How do you cater when you do entertain? How many people, ideally, do you want to seat in the kitchen? - Where do you want to store your everyday dishes?
Are you comfortable with them out on open shelves? Do you like to show them off, but want them behind glass doors? Or, do you want everything tucked away out of sight? - When you are done using appliances, do you want to tuck them away?
Or, are you comfortable seeing some things out like your toaster or coffee maker? - Why don't you like your existing kitchen?
What isn't working for you? Let's fix that.
Got a question for Laura? Visit her website or find her on Instagram.
Brenda Szarek is the founder of Autumn Light Interiors—as the name suggests, her mission is to create beautiful spaces for people in a transitional period of their life.
The breakdown
When Brenda takes on a new interior design project, her client induction process can be broken down into three steps:
- The client fills out an online client profile questionnaire.
- Brenda schedules a 20-minute discovery call to assess what services would help the client best; she does so by asking questions about their current space and what problems they want to solve.
- A brainstorming session during which Brenda listens closely whilst touring the home, providing quick hit ideas so the client can start their own project or hire her for additional help.
Make it make sense
Throughout the design process, Brenda focuses on encouraging clients to keep an open mind. "I don’t like to pigeonhole a client into a specific style. Most everyone gravitates toward a combination of styles—usually, they just don’t know how to put it all together."
The essential tool in handling eclectic tastes and influences: moodboards. "Moodboards help to communicate my inkling of a client's tastes. From there, it usually takes just a couple of rounds to agree on a basis for moving forward.
Feasible finance
Predictably, working around a client's budget is usually the first obstacle—it can be hard for clients to understand what their budget can realistically achieve. Brenda keeps a bank of budget-management tools to hand to help start the discussion with her clients—it is important to be clear on the budget from the outset, to avoid any surprises down the line and make sure clients can look forward to a beautiful, functional, and achievable space.
Managing meetings, balancing budget, and juggling taste—truly understanding an interior design client's goals and needs is no easy task. So just how does Brenda do it?
Client deep dive
In keeping with her speciality, we challenged Brenda to decipher the changing needs and priorities of recent 'empty nesters'—if she only had 5 questions to work with...
- Who will be using the space? That includes people and pets!
- What problems would you like to solve?
- Where will you spend the majority of time during the morning/afternoon/evening?
- When are you planning to move or downsize to a new home (or rightsize)?
- Why do you think an interior designer can help you?
Got a question for Brenda? Head over to her website, or find her on Instagram.
Nicole Forina is the founder and lead designer of Nicole Forina Home. After a successful career in fashion merchandising, Nicole retrained as an interior designer and set up her namesake interior design firm.
Nicole Forina Home has no fixed design style. Instead, Nicole draws inspiration from a variety of sources and as such can create beautiful designs suitable for all price points, style eras, and design philosophies.
Substance over style
Nicole explains that design is not just about the physical space itseld. "It isn't necessarily about how a client wants their home to look, it's about how they want it to feel."
Many design firms have a specific look and commonality that runs through all of their projects. However, NF Home prides itself on not being pinned to one specific style—the focus is on delivering a story and vision for how a client wants to live, not a pre-determined aesthetic.
No substitute
Nicole has a tired-and-tested preferred method for getting to know her clients. "The best way to communicate with our clients, hands down, will always be in person. Seeing a client's real-time reaction to something is the best way to gauge what they are loving—or not—in the design."
A dose of reality
The hardest part of the job is dealing with clients who are indecisive or unclear on their vision. "People may think they know what they want before they start this process, but you should never believe you've 'nailed it' until a client hands over the cheque to start ordering furniture!" Nicole helps guide her clients to their true intentions by asking reality-framing questions, such as:
- We all romanticise having lavish parties, but in reality, how often are you doing that? Are you okay with your dining room looking like a museum 363 days a year so that you can host those two holidays?
- Maybe you dream of viscose velvets... but you have four dogs. Is that going to work?
- What are the investment pieces and what would you be fine with sourcing from more budget friendly vendors?
Throughout the process, Nicole is always mindful to show respect. "We are dealing with people's most prized material possessions—whether of financial or sentimental value—and our clients must trust that we value them too."
Expect the unexpected
Nicole relies on her personal experience and taste to mix dream and reality into the perfect recipe. Just as every client's vision is different, so too is the way Nicole approaches the project. After 10+ years of client experience, Nicole has found no one-size-fits-all approach. But one thing she knows for certain is that you never stop learning!
Though there is no perfect recipe for truly understanding a client, Nicole has picked up a few techniques over the years. Given she is a mother herself, we challenged Nicole to understand the functional priorities of a young family looking to design, what they hope is, their 'forever home'—if she had just 5 questions to work with...
Who lives here?
What do you want your home to feel and look like?
Where... would you live if you could live anywhere in the world?
When would you like to start and finish the project?
We need to make sure everyone has realistic expectations.
Why did you choose Nicole Forina Home?
Got a question for Nicole? Head to her website or follow Nicole Forina Home on Instagram.
Jason Lai is the owner and principal designer of JL Interiors, an LA-based interior design studio specialising in residential interiors.
With 15 years of experience in the design industry, Jason has mastered an array of interior styles spanning contemporary to traditional.
Jason has featured in popular television shows such as, Bravo’s Best Room Wins! (for which he took the crown for contemporary design), and Million dollar Listing LA. His work has also been seen in renowned trade publications such as, Los Angeles Times, Elle Decor, and The Global Design Post.
It all starts with a picture
For Jason, an image says a thousand words. That explains why the first task Jason sets new clients is to collect imagery of things they like and, perhaps more importantly, things they dislike.
Finding the time
If clients are stuck (or don't have the time), Jason will lend a helping hand but he never starts a project before going over inspiration images with clients. "I never allow my clients to tell me 'I trust you' or 'do whatever you think is best' because 8 out of 10 times that process will take longer."
Jason uses the collated images to assess the client's tastes. He'll ask, "Do you like the overall vibe? The colour scheme? A specific piece of furniture? The layout?" or the hardest question of all, "why don't you like it?"
Seeing eye-to-eye (literally)
These meetings are usually conducted face-to-face. Jason's mantra is that client compatibility is key and in-person interactions are essential to that. "Clients hired me for a reason. It's my job to give them their dream and tell their story. Every expert will tell you that without face-to-face interactions it just seems cold in this creative industry."
When, and only when, everybody has had their say and everything is crystal clear—the design begins.
Client deep dive
Even with all the images in the world, some things are still best expressed in words. How does Jason ensure he builds a crystal clear vision of his client's desires every time?
We challenged Jason to dig deep into a client's unique personality and uncover their deepest goals and drivers—if he only had 5 (ish) questions to work with...
- Who is the decision-maker?
When dealing with a couple, it's good to know who makes decisions. - What is your budget?
This is the most important question because it tells me where I need to stop and what I should expect from the client's goals. - Where is the job?
Probably the most important question on the list—practicalities! - When do you want this project to be done?
It is important to be truthful to your clients. I want to give clients a realistic timeline so they know what to expect—I won't just tell them what they want to hear. - Why are you hiring an interior designer?
And then, do you trust your designer? A lot of the time clients second guess me because they can't see the full picture; it's my job to hold their hands and let them know everything will be okay. The vision is in my head and this is why they hired me—if not, they would just have done it themselves. - How do you see yourself using the space?
Are you trying to get more seating for entertainment? Do you even entertain?
Got your own question for Jason Lai? Head over to JL Interiors' website, or follow Jason on Instagram.
Sarah Toshiko West is an editorial fashion stylist working between LA and Japan. Sarah is an accomplished stylist and her work has graced the covers of huge publications such as Paper and Time Magazine.
Meet Sarah Toshiko West
Which designer would you love to collaborate with?
Christopher John Rogers. I love his use of colour so much!
Dream client?
I don't dream of styling people who I know of through mainstream media. Instead, I love styling clients who want to push their boundaries and are fearless to try new things.
What impression do you hope your work leaves on viewers?
I am a stylist, yes, but I also love to produce art and creative direct shoots. I would like to be remembered as an artist not bound to one medium. I hope my ideas make people stop to think about where they come from and push them to discover more about their own heritage and roots.
If you know where you come from, and what has uniquely paved a way for you to be here presently, then you realise how much of a distinct and individual perspective you have to share with the world.
We asked Sarah to share her 'bucket list concept'—the creative vision that she hopes to one day bring to life...
Sentō (銭湯)
I've had this idea in my head for a couple of years now; I moved to Japan last year and the concept became even more vivid. It is a sensitive story, shot amongst Japanese bathhouses. Bathhouses have always had a unique and rich history in Japan, they are said to be an opportunity to cleanse both the body and soul.
I imagine three women—Saki Nakashima, Kiko Arai, and Miki Ehara—standing in the pools of water, wearing traditional kimonos and staring directly at us. They look stoic, yet compelling. In some shots, there will be water flowing down the models' hair, and the napes of their necks. and backs. Other shots will see them floating in the water with eyes closed. I envision tight closeups of their faces together—the work of photographers, Cho Gi-Seok and Nadine Ijewere, is a forever muse but especially so for this concept.
I'd shoot in Beppu and Noboribetsu, Japan. There are hot springs and onsens all around these cities and it would be amazing to shoot a story there. There is even a pond that is deep red with dramatic steam billowing from it!
See more of Sarah's work on her Instagram or check out her website.
Emanuela has carved a distinct niche in the social media marketing landscape—specialising in the management of interior designers' presence on Instagram and Pinterest. Though many creatives are now exploring opportunities beyond these traditional platforms, Emanuela's recipe for success remains relevant: be inquisitive, be truthful, and be approachable.
We speak to Emanuela about discovering her niche, what puts the 'social' in social media and the great advantages of living a life online.
Why social media marketing?
Once I found out that I had a knack for social media marketing, and managed to get my clients good results, I fell in love!
I love to see the before and after transformation—both in the feed aesthetic and analytics reports. I love sharing in my client's successes, whether that be a million+ hits on Pinterest or a significant increase in Google hits. There’s nothing like great client feedback to motivate your work. My favourite part of my work is watching clients create connections: building their network of referral partnerships, talking to potential clients and increasing opportunities to make revenue.
Why interior designers?
I dedicated my attention to interior designers because interior design itself helped me with my own depression. Creating a space that made me feel happy and comfortable truly saved my life.
Side note: I just remodelled my apartment. My favourite room is the dining room—it has a gorgeous colour-block wall.
How do you keep learning?
These days, I work with an amazing social media marketing coach—which has really helped me to scale my business. But even before I started working with her, I knew everything about Instagram and Pinterest marketing. I watched so many YouTube videos made by social media gurus and have read a few books as well.
I get great insights from the likes of Neil Patel and Adam Mosseri. I also find useful ideas on platforms such as Social Media Today. Things change fast in the social media world, so we have to keep up! There’s also a lot of trial and error—A/B testing is a real thing in the business.
What is the most common social media pitfall?
Many people forget the meaning of “social” in social media—they post and pin and expect people to just show up. Who wants to work with someone that feels closed off to connections? It’s important to be social and expand all types of connections: industry partners, potential clients and even competitors. No matter how you look at it, there’s simply no downside to investing in communities and the people within them.
Cold emails—what's the secret ingredient?
Remember to be real and honest. If you just send a message for the sake of it, they’ll feel it. If you want to form a connection with someone, you need to have a reason. Maybe you love their funny captions or their general aesthetic—whatever it is, pick a few things and let them know. Then and only then can you begin to talk about how it might be beneficial to work together.
What makes a prospective client choose you?
Clients need to feel as though you are someone they'd enjoy having in their home.
A video (whether story or reel) is the easiest way to make them do so. Your personality comes across in the way you speak, your mannerisms, your language, and your general tone. If you're camera shy, don't worry—go with captions or behind-the-scenes shots. Tell a personal story once in a while and remember to always be yourself. People connect with people, not brands.
Advice for being more open and vulnerable online?
Start small. Often, my clients struggle initially to think of anything they want to open up about. So instead of forcing it, I give them the option to brain dump all their thoughts throughout the day. Eventually, they’ll find something that hits that vulnerability sweet spot and they feel comfortable posting.
Remember that it is your business account, not your personal account. You want to share things that your audience relates to and not just random personal stories.
Have you explored other social media platforms?
I do want to expand to other platforms—I'm currently conducting market research and I have worked with TikTok for a few clients.
All social media platforms have their pros and cons but I still believe that Pinterest and Instagram are the two most beneficial platforms for interior designers.
How do you cope with social media burnout?
As someone who deals with depression and anxiety, I feel the toll that social media takes on mental health—especially Instagram.
I love how Instagram is now timing how long you stay on the platform. Without that, it is super easy to go down the rabbit hole. Once that happens, I actually go out and leave my phone at home. Meditation and yoga really help me to set boundaries and prevent being overwhelmed.
Follower count—does it matter?
I see clients obsessing over their follower count all the time! Social media managers call these "vanity metrics” because it truly is all about vanity. People should remember that social media is a platform for connection, not competition. Followers and likes won’t get you business. You can have 200 followers and 20 clients or 1500 followers and only 10 clients.
What is the biggest 'pro' of freelancing?
I feel so much more comfortable being able to work from anywhere—I’m sure it shows on my own posts and client work. I do work from home but sometimes it can be quite distracting; I tend to work in coffee shops multiple times a week.
Not having the stress of someone looking over your shoulder gives you more freedom to be creative with your work. I love it!
The key to productivity?
Hire assistants! Also, use time management tools to organise tasks and workflow.
What do you love about life online?
I love anything online that hits me right in the feels, gives me work motivation or makes my belly ache with laughter.
For quick-fire tips, visit Emanuela's Instagram. Find out more about Emanuela's services on her website.
Whilst there is no definitive answer to "how to become an interior designer", one thing that remains undisputed is that you need a strong interior design portfolio. A successful interior design portfolio should showcase your strongest design work and clearly express your style, skillset and method of working.
An interior design portfolio is a visual resume showcasing your interior design body of work to date. A stand-out portfolio can be the deciding factor in landing your first role as a junior interior designer. There is no one-size-fits-all approach to building your interior design portfolio; the most important thing is to just start building. As a junior interior designer, the best way to build your portfolio is to remain open to all opportunities and be sure to document all the work you complete with professional photographs.
All interior designers have to start somewhere. A great interior design portfolio is about quality, not quantity. Find inspiration for how to build your interior design portfolio from scratch by listening to the stories of two junior interior designers...
Can I build an interior design portfolio with no experience?
Contrary to popular belief, you do not need a wealth of experience as an interior designer in order to land your first interior design projects and begin building out your portfolio. When it comes to your interior design portfolio, sometimes less is more. In fact, according to interior designer marketing expert Justin Page Wood, "All you really need is one really good photo on a website."
To inspire you in your journey into the interior design industry, we spoke to two junior interior designers at leading interior design firms who took vastly different approaches to breaking into the interior design industry. These junior interior designers prove that whether fresh out of an interior design degree or making a career switch later in life, a great interior design portfolio is your ticket to success but that "great" is best defined in a way authentic to you and your USP as an interior designer.
Explore the portfolios of junior interior designers
Louise Dalrymple
I am currently working as a Junior Interior Designer. I saw the job advertised on LinkedIn, applied, and then met for an in-person interview.
My MA focused on the connection between design and emotion. I think that the moodboards I created as part of that project are the 'star pieces' in my portfolio—they showcase my knowledge of colour, fabrics and texture combinations used to promote well-being.
The initial idea for my concept 'HUIS' was born from my own experience of living and working abroad. My job involved travel throughout Europe and when I relocated to Amsterdam, I spent my first month in temporary accommodation provided by my new employer. Whilst it was in a prime location, the actual studio itself was rather dingy and isolating with no space to entertain new friends. Busy times of year meant weekly travel and strict deadlines that left little opportunity for anything in between. With irregular shift patterns and extended stays, the choice of the hotel vasty influenced my well-being whilst travelling for work.
Although many hotels offer their visitors the option of various social areas to spend time in—spas, gyms, restaurants and bars—these do not necessarily cater for guests who may not want to socialise in those sorts of spaces. I felt as though there was a missed opportunity to apply some simple but effective changes to how many hotels are currently operating. As a result, I created a project exploring four key separate spaces: Work, Play, Sleep and Bathe."
In this role, I have been able to develop my knowledge of interior design software programmes such as AutoCAD and SketchUp. If I were to make edits to my portfolio now, I would add in more bespoke pieces from independent designers.
Follow Louise Dalrymple on Instagram.
Andie Hamm
I work as a design assistant at an interior design firm in NYC. I often find myself shopping around our office, picking up items, bringing them to project sites, and helping with move-ins, deliveries and installations. I also spend a lot of time putting together concepts for clients. This usually means sourcing furniture, finding inspiration images, and creating floor plans and presentations. Now and again, I'll spend time putting together floral arrangements, styling project sites and assisting on the final photo shoots of our projects.
Before my current role, I was not working in the architecture/design field so I didn't have a massive portfolio to pull from. However, I did major in architecture and complete a few internships in design and have always had a deep love for interiors and everything 'home'. I had a few pieces in my portfolio but the one that I was interviewed on was actually my own apartment in NYC. It is very small, but I decorated it thoughtfully and I loved the way it turned out.
This project definitely shows my design personality—it is my own home after all! I had to make use of what I was already bringing into the space, as well as the small square footage, but with light tones, mixed materials, and pops of colour I created a really nice environment. Being able to spend my days around top design professionals on incredible project sites has been a game changer for me. I am super passionate about my work and I have absorbed so much in just a few short months in my job. I am much more attuned to design trends (that are not actually 'trendy'), cool furniture pieces, ideas for niche design situations, colour combinations, and styling techniques. I am excited to keep learning and creating my own spaces! Using all that I've learnt, I am in the process of rethinking the gallery wall above my couch. I want something a bit more modern and creative, and I want to make it myself! What that looks like is still to be decided but that is my next upgrade to tackle."
Follow Andie Hamm on Instagram.
We help
personal stylists
interior designers
architects
wedding planners
event stylists
fashion stylists
creative directors
graphic designers
personal stylists
build
businesses
that
last.
Get started in under 10 minutes.