Creative businesses are unique in the sense that there is a misconception about what it means to be immersed in that world. We look at fashion magazines and think, it would be so fun to be in fashion. We watch The Food Network and we admire the chefs and their breezy lifestyle. It's fair to say we don’t really get a full view into what any of these businesses need to do to keep the lights on. Now, after 10 years in the world of design, I feel like I can sit back and evaluate the business as a whole. And for anyone who has been considering design as a career I’m sharing the things I wish I’d known before I started my design career.
I'm not doing this as a way to deter anyone. It's just to give you some insight into the parts of the industry that aren’t discussed often enough.
Being focused on creativity is great for clients. After all, that’s why they hire me. In order to run a successful business though, it’s necessary to spend equal amounts of time on the business side of things. Designers who spend too much time on client work and avoid the business find very quickly that it’s not sustainable or enjoyable.
Being structured and organized in processes is the only way to see a design business flourish. Since most of us didn’t learn these things in school, be prepared to always be learning. This is true even when you’re a fully booked designer.
Fortunately, my career journey started at Capilano University where I earned a diploma in Business Administration. After that, I worked for a decade in the finance sector before jumping into what really makes me excited- design.
I went back to school and graduated from the Vancouver College of Art & Design and started out getting hands-on experience working with builders and general contractors.
I’m thankful to have gained so many skills along the way. Now I'm confident that I can plan, manage, and execute amazing interior design for my clients. My history in finance also makes me an even greater asset to my design clients. Since I can create expert budgets and work within them, you can breathe easily.
Every designer I know has learned this lesson after a few years of bending ourselves into pretzels to try and make clients happy. It took time to figure out my own aesthetic as well as what my strengths are in the design process. Along the way, there were clients that weren’t a good fit. Even though I questioned how I could improve and be a better business owner, it soon became clear that they just weren’t aligned with my style of work.
Now I feel confident knowing that trying to please everyone and adjust my designs to fit the client isn’t what’s needed. The right clients will love my work. Those who don’t aren’t a good fit and are not my ideal client. There’s a designer for everyone but not every designer is right for every client.
This is more true than ever since the early days of covid. From ZOOM to CAD, technology is a huge part of my daily life. Embracing the new and being open to learning is key to success.
Before I started my business, I had no idea how strongly a project hinges on the designer. We are usually undervalued and do all of the work required to build. That means having software programs to assist us with every stage of the project. I’m constantly switching between programs and being proficient in any of them isn’t enough. Deadlines are always looming and everything is due yesterday so I have to know my technology really well.
As a solo designer, I’m never completely away from work. Even when I’m not with clients or at my desk, I’m thinking about my business. There is so much more to do than just the design work. When the client work is put down for the day I need to shift gears and focus on operations, marketing, finance and social media. It can feel like two full-time jobs at times.
There’s also a lot of time devoted to education. Products and materials are constantly being improved and updated and it’s my job to stay on top of everything that I recommend. Thanks to covid I’ve also had to start including time for education around supply chain issues. I am a broken record on this one because I have this conversation daily about delays.
Educating clients on what we do was another surprise for me. Although there’s a very distinct difference between a decorator and a designer, not everyone is aware. It’s my job to make sure they know the difference and understand what I can do and what looks more like a decorator’s role. Read more about the differences here.
If you saw the movie The Devil Wears Prada you remember the shock of learning that the fashion industry was cutthroat and frankly a little terrifying. Hopefully, I never have to deal with a Miranda Priestly but I’ve learned that you have to be tough to survive in this industry.
The pressure from clients, project managers, and trades is immense. There will be a lot of criticism of work and ideas and it’s important to learn to not take any of that personally. Teams don’t always see eye to eye on things. Clients become increasingly frustrated as the stress of a project increases. I constantly have to remind myself (and sometimes others) that we’re all working towards the same goal.
In the end, I love the world of design but the journey to creating my business and my design career has been eye-opening. Hopefully, if you’re thinking of joining the design world I haven’t scared you off. It’s worth the effort but these are the things I wish someone had shared with me on day one.
If you’re thinking of renovating you can learn more about what the design process looks like here. If you need help on a project, contact me and we can discuss how I can help.