In Good Company: CEO Conversations with Kate O’Hara: Marketing to the Three Tiers of Luxury Clients and How to Attract Each One

Today With Kate O’Hara:

Today on A Well Designed Business, Kate O’Hara from O’Hara Interiors reveals her framework for positioning your design business to attract the clients you actually want: entry-level clients need you to be discoverable, mid-tier clients need you to be distinct, and elite clients need you to be discreet.

Kate explains the reality that many designers appear to work with one type of client but actually serve different clients 80-90% of the time. She breaks down how each tier has completely different expectations, from entry-level clients who need education and reassurance to elite clients who want designer-driven solutions and white-glove service.

The conversation covers where each client tier actually finds designers, the messaging that resonates with each group, and how to align your brand positioning with your business goals. If you’re struggling to attract your ideal clients or wondering whether your current approach matches your target market, this episode provides the framework to audit and adjust your strategy.

LuAnn Nigara and Kate O’Hara’s Ah-Ha Moments

“At an entry level, you need to be discoverable. At a mid-tier, you need to be distinct, and at an elite tier, you need to be discreet.” – Kate O’Hara

“It’s really getting clear on who you want to attract so that your messaging does align.” – LuAnn Nigara

More About Kate O’Hara

Kate O’Hara grew up in the world of design. After a decade with the company, she stepped into the role of CEO + Creative Director, expanding the family design firm into new regions of the U.S. When she isn’t traveling between our Minnesota and Texas offices, you can find Kate speaking at conferences, working with our design team, and connecting with new clients and furniture lines.

Connect with Kate O’Hara

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What’s new with LuAnn Nigara

⁠⁠The Power Talk Friday Tour⁠⁠

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⁠⁠http://www.luannnigara.com/cob⁠⁠

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For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠here⁠⁠. To Get on LuAnn’s Email List, text the word designbiz to 444999!

Other Shows Mentioned:

Episode 1148 In Good company CEO Conversations with Kate O”Hara A Framework for Understanding Luxury Clients

Episode 958: Overheard: What I Wish I Knew Then: With Kate O’Hara, Erika Ward, Jennifer Stoner, and Alex Alonso

Episode 1030: In Good Company: CEO Conversations with Kate O’Hara: Insights and Strategies on Successful Scaling

Episode 1042: In Good Company: CEO Conversations with Kate O’Hara: End-of-Year Business Strategies for Designers: Pipeline, Productivity, and Press

Episode 649: Power Talk Friday: Brad Leavitt: Understanding Design-Build from the Builder’s Perspective

Episode 615: Power Talk Friday: Brad Leavitt: Overcoming Resistance in the Design-Build Process

Episode 878: Throwback Tuesday: Brad Leavitt: A Builder’s Perspective on the Design Build Process

A BIG Thank You to Today’s Sponsor:

Kravet Inc. continues to expand with beautiful new showrooms designed to support the way you actually work.

Recent openings include Birmingham, Charleston, Water Mill, New York, and Basking Ridge, New Jersey. 

Each Kravet showroom features their innovative Workspace model, an interactive environment showcasing furniture, fabric, wallcovering, trim, and carpet samples, thoughtfully merchandised to mirror how designers source. By fabric type. By category. By color. By the way you think.

And quick reminder, I’ll be giving a presentation at the Basking Ridge, New Jersey showroom on January 21st, 2026. If you’re local or can get there, I would love to see you in person. Mark your calendar and come say hello. Go to luannnigara.com/event to learn more and RSVP by January 16th