Today With Kaitlyn Wolfe:

Welcome to A Well-Designed Business! Today we have on Kaitlyn Wolfe, founder, general contractor, and principal designer at Iconic by Kaitlyn Wolfe, a Scottsdale, Arizona-based design-build firm that Kaitlyn has grown from the ground up.

Kaitlyn gives us a peek behind the curtain, speaking to what the past few years have been like for her business—one that started as a solo side hustle and has quickly grown to an award-winning firm with more than 15 employees. She shares how she strategized on the fly, but also how she has thoughtfully grown her team with intention and implemented organizational systems along the way.

Pick It Apart

[4:30] Kaitlyn shares how she fell in love with construction by working with interior designers, architects, and general contractors, all of which gave her well-rounded knowledge of the industry.

[12:51] Kaitlyn admits that things could have backfired but remained confident in herself.

[25:20] Kaitlyn shares how diversity within the team adds to each project.

[31:30] Kaitlyn explains what she has learned from growing her team.

[38:05] Kaitlyn discusses what open communication with her team looks like.

LuAnn Nigara and Kaitlyn Wolfe’s Ah-Ha Moments

“…having more of the construction knowledge is super important. I think it helps you collaborate with builders more. I think it just helps you be a better designer.” – Kaitlyn Wolfe

“The reason we’re changing so fast, or changing things all the time is because we’re growing.” – Kaitlyn Wolfe

 “I feel like I work for my team…Where can they grow? How can I provide opportunities for them? What are their goals and how can I help them get there within this company?” – Kaitlyn Wolfe

More About Kaitlyn Wolfe:

From an early age, I knew interior design was something that I absolutely loved and resonated with. In addition, my father was an electrical engineer so I was always helping with any home improvement project I could get my hands on. I was born in a small town outside of Dallas, Texas where I lived until I was 8 years old. My family picked up and moved us to London, England, where I lived until I was 11. Looking back, I think having exposure to European architecture at such a young age and traveling all over Europe, really shaped me. When we left London, we moved to a suburb of Philadelphia, Pennsylvania. I ended up staying in Pennsylvania until I decided to move to Arizona to pursue my Masters in Business Administration. I gained experience working for an interior designer and an architect, as well as a general contractor. I felt that my skills were really well-rounded and it was time to create something of my own. In 2016, I started Iconic Design+Build (although I started as KaityMac Interiors and re-branded in 2018). I worked on my own for the first few years and gained an assistant in 2019. I now have a team of 16 of us and I’ve really focused on cultivating the best team, the best work culture, and attracting the clients that we really feel aligned with. I pursued interior design and construction because I often noticed there was a lack of communication between the design and the build-on projects I had worked on. Getting my contractor’s license allows us to execute the construction for our clients looking for a remodel or TI buildout and it allows us to communicate better with builders and architects that we partner with for custom home designs. We are a full-service luxury interior design firm as well as a general contractor, with projects ranging from residential to commercial. We design everything from residential remodels and new construction custom homes to boutique retail and hospitality spaces. We specialize in mixing styles such as Scandinavian, vintage, brutalist, industrial, minimalist, and mid-century modern spaces, all with an organic desert feeling. I want to inspire others to follow their passion and to design with intention. I pursued interior design when all odds were against me, but I knew that this was my purpose in life. When it comes to intention, I want people to see there was a reason for every single design detail and element we include in a space. We always focused on functionality for our client’s, at the same time pushing them out of their comfort zones creatively. In my free time, I absolutely love vintage shopping, traveling, and visiting National Parks!

Connect with Kaitlyn Wolfe

Website

Instagram

What’s new with LuAnn Nigara

luannuniversity.com

https://www.luannnigara.com/cob

Get The Goodies!

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!

Purchase LuAnn’s Books Here:

Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action

Book 2: A Well-Designed Business – The Power Talk Friday Experts

Pre-Order Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2

Connect with LuAnn Nigara

LuAnn’s Website

LuAnn’s Blog

Power Talk Friday

Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast

Other Shows Mentioned:

#433: Nate Berkus: Introducing His Collection With Kravet

#663: Andrea Hysmith: Structure and Flexibility, Keys to Reaching Goals in Your Interior Design Business

#363: Power Talk Friday: Eileen Hahn: Building An Exceptional Interior Design Team

#589: Power Talk Friday: Eileen Hahn: Scaling From 2 Million to 5 Million

Other Resources Mentioned:

Traction: Get A Grip On Your Business by Gino Wickman

Today With Layton Campbell:

Welcome to A Well-Designed Business. Today I have Layton Campbell of JLayton Interiors on the show. Layton wasn’t always an owner of a successful design firm. He originally started out on Broadway in NYC and performed on cruise ships as a dancer and singer. He always had a passion for stage sets and the interiors of places which grew his desire to do interior design, an interest he already had. Ultimately, he moved back to his native Charlotte, NC and launched his own firm. While scary as it was, there were a lot of lessons Layton learned along the way, and shares with us today.

Pick It Apart

[7:30] Layton and LuAnn discuss how having prior experience in a career, like working for another design firm, will give you transferable skills.

[10:25] Layton goes into best practices of when he worked for another firm.  

[22:40] How Layton approached going out onto his own.

[27:00] Layton talks about his How to Guide For Starting a Design Business From the Ground Up.

[34:07] How Layton approached marketing for his design firm.

LuAnn Nigara and Layton Campbell’s Ah-Ha Moments

“Branching out on my own was terrifying because I was comfortable and you’re putting yourself in uncharted territories, but you have to believe in yourself, your background, and the things you have learned and know that they will serve you.” – Layton Campbell

“When you think of marketing, think about the layering of it in various forms. That’s where it’s beneficial.” – Layton Campbell

More About Layton Campbell:

Layton Campbell is a true native Charlottean and proud of it. Many are surprised to learn that he earned a Bachelor of Music in Vocal Performance at the University of North Carolina at Greensboro and then moved to live in New York City for a little over a decade. While there, he studied his other passion: Interior Design at the prestigious Parsons School of Design.

His design studies beckoned Layton to travel extensively around the world in search of diverse craft and traditions. His professional design aesthetic has been demonstrably shaped by surrounding himself with the rich culture and styles of Russia, Asia, Australia, Europe and The Middle East.

After moving back to Charlotte and working as an Associate Designer, Layton launched JLayton Interiors in 2004. During this time, he also acted as lead buyer, designer and store manager for a popular Charlotte-based luxury gift, decor and furnishing retail boutique called Bella Casa from 2005 to 2011.

Layton’s biggest sense of accomplishment is that he can work within a broad variety of design styles. Thus, his work does not have a routine standard appearance. Each project is an individually inspired expression of originality. His creative philosophy centers on juxtaposing a collection of varying styles for a genuine personalized result for each client. The only thing routine about his approach is that he wants to listen to his client’s needs and desires so that he can match and surpass their expectations.

Connect with Layton Campbell

Website 

Instagram

What’s new with LuAnn Nigara

luannuniversity.com

https://www.luannnigara.com/cob

Get The Goodies!

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!

Purchase LuAnn’s Books Here:

Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action

Book 2: A Well-Designed Business – The Power Talk Friday Experts

Pre-Order Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2

Connect with LuAnn Nigara

LuAnn’s Website

LuAnn’s Blog

Power Talk Friday

Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast

Other Shows Mentioned:

#12: How to Get Your Interior Design Projects Published With Ren Miller

#108: Power Talk Friday- Amy Flurry: How to Pitch and Get Press For Your Interior Design Firm 

#134: Paula Grace: How Do I Build Trust With My Clients?

#167: Kelsey Grose – Winner of Best New Design Blog at Design Bloggers Conference 2017

#203: ​​Darla Powell – How to Launch an Interior Design Firm

#291: Cheryl Luckett: From Side Hustle to Full Time Interior Design 

#323: Amy Flurry: How to Pitch Press and Build Relationships

#330: Darla Powell: Darla Powell Interiors 18 Months After Opening

#433: Nate Berkus: Introducing His Collection With Kravet

#455: Megan Molten: Planning Creates Success in Your Interior Design Business 

#601: Darla Powell: Real Tips to Up Your Social Media Game

#677: Megan Molten: To Succeed, Focus on Your Why

#739: Marianna Zimmerman: It’s Never Too Late to Design Your Life

#796: Allison Handler: From Fashion Designer to Interior Designer: Earning $1 Million Gross in Her First Year

Other Resources Mentioned:

Steal the Show: A Podcast By Heroic Public Speaking

Today on A-Well Designed Business:

Today LuAnn recaps her experience at High Point Market this fall and her top takeaways from the Power Talk Friday Tour 2022.

What’s new with LuAnn Nigara

Exciting Windows! Build a Better Business Registration

luannuniversity.com

https://www.luannnigara.com/cob

Get The Goodies!

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!

Purchase LuAnn’s Books Here:

Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action

Book 2: A Well-Designed Business – The Power Talk Friday Experts

Pre-Order Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2

Connect with LuAnn Nigara

LuAnn’s Website

LuAnn’s Blog

Power Talk Friday

Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast

Other Resources Mentioned:

Mydoma Studio

Jaipur Living

Today With Alex Alonso:

Welcome to A Well-Designed Business. Today I am joined with Alex Alonso of mr. alex TATE Design. Alex was recently on Bravo TV’s hit design competition series, “Best Room Wins” where his “transitional” room design earned him a coveted spread in elledecor.com. What also is impressive is Alex’s knowledge that he is here to share. On multiple occasions he just knocked it out of the park for me in terms of when to turn down a client. Alex shares his ABCD approach that took him and his team months to formulate and now serves them, to be able to have their ideal clients and provide the best client experience.

Pick It Apart

[14:06] Do all of the ABCD’s of Alex’s ideal client have to check the “yes” box?

[26:39] How Alex responds when a client comes back after they were declined.  

[29:58] The instances that Alex moves forward with a client if they don’t know or don’t share their budget.

LuAnn Nigara and Alex Alonso’s Ah-Ha Moments

“The more honest you can be with yourself about what you can deliver, the better the client experience will be because you’ll have the confidence to speak with the client and say yes, this is or isn’t possible.” – Alex Alonso 

“It’s really important as a firm to stand behind your word as a collective team.” – Alex Alonso

“There is a justification and rationalization when it comes to budget that a consumer can sink their teeth into.” – LuAnn Nigara

More About Alex Alonso:

The studio team collective is lead by design principal Alex Alonso. A maximalist at heart, after years in media and entertainment on both coasts and travels abroad he launched a studio that embraces a global perspective and celebrates the power of storytelling through spaces. Reflecting a distinct design approach that is all about the mix, the result is a bold sensibility he calls “modern victorian.” 

Cuban-born Alex grew up under insanely humid Miami days. After attending Northwestern University and working in advertising in Chicago, Alex moved to Los Angeles where we worked in entertainment for many years. All along he perfected his craft in his true passion, design. His travels have taken him across five continents and function as a constant source of inspiration for his designs. 

A voracious collector, Alex is drawn to anything with a story. 

Alex was recently on bravo tv’s hit design competition series, “best room wins” where his “transitional” room design earned him a coveted spread in elledecor.com. His room was judged by design maven and host, Genevieve Gorder, elle decor editor-in-chief, Whitney Robinson and design icon, Jonathan Adler.

Connect with Alex Alonso

Website 

Instagram

What’s new with LuAnn Nigara

Power Talk Friday Tour at High Point

Exciting Windows! Build a Better Business Registration

luannuniversity.com

https://www.luannnigara.com/cob

Get The Goodies!

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!

Purchase LuAnn’s Books Here:

Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action

Book 2: A Well-Designed Business – The Power Talk Friday Experts

Pre-Order Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2

Connect with LuAnn Nigara

LuAnn’s Website

LuAnn’s Blog

Power Talk Friday

Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast

Other Shows Mentioned:

#548: Terri Taylor: Calculating Flat Fees & Budgets

#482: Cheryl Clendenon: Small Business, Think Big

#384: Sarah Magness: Practical Strategies for Talking Budgets

Today With Ebony Looney:

Hi, welcome to A Well-Designed Business. It’s Power Talk Friday and today we are having a conversation about your website. Constructing, revamping, or anything you have to do with your business website can be pretty intimidating.

Ebony Looney, web designer,  creative director, and owner of Make Me Over Eb is here to tell us how to optimize our website in search, common website mistakes, what to hire out for, what we must include, and more that will give you more confidence and clarity in building your website.

Pick It Apart

[6:00] Ebony gives advice on how to share your portfolio or show your work on your website.

[17:00] Mistakes people tend to make in constructing their website.

[20:30] How important is blogging for your business?

[34:15] How to attract tradesmen through your website.

LuAnn Nigara and Ebony Looney’s Ah-Ha Moments

“The more I understand about your process before I have conversation with you, the better I can decide and believe if this will work for me.” – LuAnn Nigara

“Every business needs to blog.” – Ebony Looney

“People are looking you up and want to know if you know what you are doing and what makes you stand out.” – Ebony Looney

More About Ebony Looney:

Ebony is a Web Designer and Creative Director with 22+ years of experience making the web beautiful for B2B service providers. She has worked with agency owners, private sector and educational institutions such as Carbra Construction & Design, Benedict College & South Carolina Commission for Minority Affairs. With a background in web design, development, fashion design and online marketing she believes that beautiful design is good business. She is happy to cover any website marketing related topic you think your audience would be most interested in.

Connect with Ebony Looney

Website 

Instagram 

Facebook 

YouTube

What’s new with LuAnn Nigara

Power Talk Friday Tour at High Point

Exciting Windows! Build a Better Business Registration

luannuniversity.com

https://www.luannnigara.com/cob

Get The Goodies!

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!

Purchase LuAnn’s Books Here:

Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action

Book 2: A Well-Designed Business – The Power Talk Friday Experts

Pre-Order Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2

Connect with LuAnn Nigara

LuAnn’s Website

LuAnn’s Blog

Power Talk Friday

Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast

Other Shows Mentioned:

#317: Nicole Heymer: 6 Keys to Planning a Website That Make Things Happen

#574: Power Talk Friday: Deb Mitchell: Attract the Right Clients With Stand-Out Copy

#64: Stephanie Hamilton: Reputation Marketing for Window Treatment Professionals

Other Resources Mentioned:

LuAnn’s Birthday Bash!

Today With Tanna Edler:

Welcome to A Well-Designed Business. Today with Tanna Edler, owner of TANNA BY DESIGN we learn the seven strategies she implemented to cut her work time in half, but doubling her income. This wasn’t always the case for Tanna. She worked eight years in business before she came to a realization that things had to change. She was overworking herself and doing the backend duties the “long way.” After attending Mydoma Studio’s 19 Hours, she was inspired to live by her new motto to “live easy.”

Pick It Apart

[2:17] Tanna shares the catalyst to her come to Jesus moment after 8 years as an interior designer. 

[11:35] Tanna talks about the first strategy she used to improve her business. 

[13.41] Tanna shares how she personally utilizes Mydoma’s Studio Management Tool.

[22:05] Tanna explains Mydoma’s Signature Discovery Call

[29:32] The fifth strategy of Marketing Team Outsourcing

[40:48] Tanna’s Education strategy and how Lu University was a huge contributor.

[47:50] How Tanna’s seven strategies have resulted in more time and more  money.

LuAnn Nigara and Tanna Edler’s Ah-Ha Moments

“Going into this, I thought that the design aspect was going to be the challenge. I thought I was going in with all of the business knowledge, but it was the complete opposite.” – Tanna Edler  

“When you’re investing in a website redesign, you do need to know what your message is. What would be the point of the pretty if you’re not talking to your ideal client from who you are.” – LuAnn Nigara

“You’re the epitome of understanding that no matter how good you are doing something there’s one little aha moment that unlocks a new level of awareness and strategy.” – LuAnn Nigara

More About Tanna Edler:

Hello, I’m Tanna Edler, founder of TANNA BY DESIGN. I own a Full Service Interior Design firm, based near Yakima, Washington with projects nationwide. Specializing in residential and commercial, new construction and remodeling projects.

My philosophy is ‘live easy’. My superpower is creating a space that just feels right, matching the lifestyle goals of my clients. I do this by listening and problem solving. My gift is using the results of this discovery to transform their home or office, enabling my clients to live their best life.

Born in Montana, my namesake, and growing up in the Pacific Northwest, I have always had an affinity for nature. From a young age I was intrigued by simplicity and natural shapes. You will notice my designs are emphasized by ample windows, an open floor plan and the idea of bringing the outdoors in.

After graduating from Washington State University and spending over a decade in corporate human resources as a trainer and coach, working with companies such as Microsoft and Amazon, my creativity pulled me to pursue interior design full time in 2011. I brought along a skill set of client management and procedure solutions which assist me in operating my business and offering a seamless onboarding process for my new clients.

Today, I am the only interior designer in Yakima, Washington as well as Washington State to have been awarded IDS Designer of the Year, eight years and the first in the Pacific Northwest to have received the coveted IDS Impact Award for my charitable interior design contributions in my community.

Collaborating with the interior design industry elevates my craft and has enabled me to gain vendor relations, allowing for endless interior products at my fingertips. I also care about the future of our industry and have enjoyed serving on the Board as a Director for the Interior Design Society. Recently, I have added Business Coaching to my offerings, mentoring other Interior Designers as they strive for the same success.

While my passion is design, I also love to create through writing. For the last ten years I have enjoyed contributing as an interior design writer for NorthSound Life Magazine and their affiliates.

White glove service, everything in its place, no worries, no hassle is what I stand for and runs through my virtual design team members and trusted list of architects, contractors, and trades partners I work with.

Connect with Tanna Edler

Website

Blog 

Instagram

What’s new with LuAnn Nigara

Power Talk Friday Tour at High Point

Exciting Windows! Build a Better Business Registration

luannuniversity.com

https://www.luannnigara.com/cob

Get The Goodies!

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!

Purchase LuAnn’s Books Here:

Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action

Book 2: A Well-Designed Business – The Power Talk Friday Experts

Pre-Order Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2

Connect with LuAnn Nigara

LuAnn’s Website

LuAnn’s Blog

Power Talk Friday

Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast

Other Resources Mentioned:

Mydoma Studio

Today With Kate Saunders:

Welcome to A Well-Designed Business. My guest today, Kate Saunders, is a designer with more than 18 years of experience. Over time, she realized that she has strength, talent, and even passion for the backend of the business. She has taken her experience and her strength to form The Designer’s Collab—a company that handles the backend for design firms of all sizes. Today, she’s sharing what she has learned about efficiency, file management, and streamlining your interior design business.

Pick It Apart

[1:38] Kate shares the journey that led her to form The Designer’s Collab

[8:49] Kate and LuAnn discuss systems that streamline businesses

[14:43] LuAnn shares a frustrating roadblock in her business that needs a system improvement

[26:49] LuAnn and Kate talk about the importance of creating a book of standards

[35:51] Kate highlights her new brand, The Designer’s Collab

LuAnn Nigara and Kate Saunders’ Ah-Ha Moments

“It’s really important to set up procedures and standards in the beginning. It takes a lot of time, but it’s so important, especially if you’re trying to grow your business. It helps to keep your entire team in line and understanding what your vision is for your business.” -Kate

“It’s the difference between knowing in your head what you do and having it on paper or digitally. It enables all the things—it allows you to scale, to train, to go on vacation, but it also helps you in crisis too. We’re not getting out of this world without crisis touching us in some way, shape, or form.” -LuAnn

More About Kate Saunders:

Kate started in the interior design industry in 2004 and received her BA in Fine Arts from the Design Institute of San Diego. After a few years as a designer, she went on to receive her master’s in architecture degree from the NewSchool of Architecture and Design. 

Kate has spent the past 18+ years in every facet of the interior design industry; from Construction Management and Architecture, running her own design firm, helping to lead the interior design program for RH, designing side-by-side with acclaimed San Diego and Orange County interior designers, to managing wholesale Trade Programs across the US and Canada. She’s done it all. Now with her to-the-trade outsourcing service, she has created an opportunity for designers throughout the country to utilize services typically restricted to larger firms. 

Whether it be outsourcing your drafting, project management, presentation, and content files, or assisting with installations – The Designer’s Collab can assist in any virtual or in-person service capacity giving the sole designer, or design firm a true 3rd party support system to build their business and enhance their client’s experience with every tool available.

Connect with Kate Saunders

Website 

Instagram 

Facebook

What’s new with LuAnn Nigara

Power Talk Friday Tour at High Point

Exciting Windows! Build a Better Business Registration

luannuniversity.com

https://www.luannnigara.com/cob

Get The Goodies!

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!

Purchase LuAnn’s Books Here:

Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action

Book 2: A Well-Designed Business – The Power Talk Friday Experts

Pre-Order Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2

Connect with LuAnn Nigara

LuAnn’s Website

LuAnn’s Blog

Power Talk Friday

Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast

Other Shows Mentioned:

#626: Power Talk Friday: Jude Charles: How to Tell Your Story to Connect with Clients in Interior Design

#520: Power Talk Friday: Sandra Funk: The Interior Design Standard is Here!

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