Open Book: 3 Kitchen Designers on Clients, Craft and Covid-19
Three kitchen designers, 7 questions – discover the challenges, turning points and favourite Houzz tools for these pros
In this monthly story series, Houzz goes behind the scenes with professionals who have carved out a niche in their field. This month, we chatted with three kitchen-design experts – Mary Maksemos, industrial designer at Zesta Kitchens; Helle Olsen, owner of Collaroy Kitchen Centre; and Blake Riley, director at Blakes of Sydney. Read on to discover their greatest business breakthroughs, challenges and the best professional advice they’ve received.
Helle Olsen, owner of Collaroy Kitchen Centre, Sydney
- Helle Olsen: Without a doubt, Covid-19, with work and inquiries stopping from practically one day to the next.
Blake Riley, director at Blakes of Sydney
Increasing my overheads with the potential of going into debt was daunting. I was also a bit of a control freak, so I was unsure if I would be able to relinquish responsibility to others.
- Blake Riley: As well as a kitchen, bathroom and laundry designer, I am also a renovation broker. There are very few renovation brokers in the industry so my business grew faster than expected.
Increasing my overheads with the potential of going into debt was daunting. I was also a bit of a control freak, so I was unsure if I would be able to relinquish responsibility to others.
2. How did you trade out of it?
- Mary Maksemos: By following government advice and adapting quickly and safely to protect both staff and the community so we could look after clients who were in the middle of renovations.
- Helle Olsen: By cutting back on as many overheads as possible and being very careful with our spending.
Image by Ryan Linnegar Photography
- Blake Riley: Once my wife had convinced me to go in search of my first staff member, I received an email out of the blue from a designer that fitted the description of what I was looking for in every way. I knew it was meant to be so I hired her on the spot.
3. What brought about a major turning point in your company?
- Mary Maksemos: Being people-centric. Clients are the key and the spaces we create are an evolution of how we serve them.
- Helle Olsen: When we decided to focus more on quality and service than quantity.
Image by Helen Ward at Inward Outward
We now have five staff members who are as passionate about our company and clients as I am, and as a result our service is far better than when it was just me.
- Blake Riley: A couple of years ago, we expanded our renovation broker model to also service renovation suppliers such as builders, architects and interior designers who need to be connected to fabulous joiners and/or use our in-house bespoke design service. This expansion left me with little time to respond to emails from clients.
We now have five staff members who are as passionate about our company and clients as I am, and as a result our service is far better than when it was just me.
4. How could the kitchen design industry in Australia be improved?
Kitchens and bathrooms should be designed by experts in the field. The kitchen/bathroom design industry needs to step up and become its own design discipline.
It would also be helpful if the Victorian Builder Authority cracked down on dodgy operators and people who are banned in other states. This would clean up the industry and protect consumers from unnecessary hardship.
- Mary Maksemos: By educating customers on quality and good design process. You can get as many quotes as you like, but it will never be apples for apples. When obtaining quotes, you won’t just meet qualified designers, but also salespeople moonlighting as designers, cabinetmakers, builders – all with different approaches who want your business.
Kitchens and bathrooms should be designed by experts in the field. The kitchen/bathroom design industry needs to step up and become its own design discipline.
It would also be helpful if the Victorian Builder Authority cracked down on dodgy operators and people who are banned in other states. This would clean up the industry and protect consumers from unnecessary hardship.
- Helle Olsen: If everyone could agree on a fee for measure and quote it would prevent people from getting a ridiculous number of quotes. There is so much more to a kitchen renovation than just price.
Image by Helen Ward at Inward Outward
- Blake Riley: It would be beneficial if designers in the industry had a design licence like builders do.
5. What do you think are the challenges ahead for the industry?
- Mary Maksemos: Experienced, professional kitchen designers know design, including function and form. When sales staff just sell kitchens, they often miss the integral approach to design and end up creating a kitchen space that doesn’t flow. Each kitchen design should be a work of art that lasts a lifetime.
- Helle Olsen: Lack of support for small family businesses with people who work hard to provide quality and service to local families. We all want that big beautiful kitchen with a butler’s pantry and all the gadgets. But rather than save until they can afford good quality, people go for moderate-quality, modular, flat-pack kitchens that won’t last.
Image by Helen Ward at Inward Outward
- Blake Riley: Renovation horror stories will always be a huge challenge for our industry as there are so many cheap, unqualified suppliers out there who give the industry a bad reputation.
6. What’s the best professional advice you’ve been given?
- Mary Maksemos: My favourite university lecturers, the late Kjell Grant and the late Barry Hudson, taught me about integrity as a designer – if it is not good enough for you and your own home, then it’s not good enough for anyone else’s.
- Helle Olsen: Integrity lasts longer than shortcuts.
- Blake Riley: Learning from your mistakes is key to growing personally and professionally. If you haven’t made any mistakes in business, then you haven’t stepped out of your comfort zone or taken enough risks.
7. What’s your favourite tool on Houzz Pro?
- Jo Walker, marketing manager at Zesta Kitchens: The easy-access contacts in the ‘Manage’ section where I can see names, emails, phone numbers and descriptions in a straightforward way.
- Helle Olsen: The lead-tracking facility on Houzz Pro.
Image by Fiona Susanto
Learn more about how Houzz Pro can help your business
- Blake Riley: Having back-end data on reach, profile views, leads and photos saved. This enables me to know how many enquires we have received, whether they were paid/organic and which project pictures are trending.
Learn more about how Houzz Pro can help your business
Your turn
Which insights in these interviews resonate with your professional experience? Tell us in the Comments below, like this story, follow these design professionals on Houzz, and join the conversation.
More
Missed our last interview with Houzz professionals? Catch up here with Open Book: 4 Builders on Construction, Competition and Covid-19
Which insights in these interviews resonate with your professional experience? Tell us in the Comments below, like this story, follow these design professionals on Houzz, and join the conversation.
More
Missed our last interview with Houzz professionals? Catch up here with Open Book: 4 Builders on Construction, Competition and Covid-19
1. What was the most challenging time in your business?
- Mary Maksemos: To date, the most challenging time has been Covid-19. Prior to this, the rapid growth of the company and finding great staff were our main challenges.
A business-continuity plan could never have foreseen the dramatic effects and adaptations required during Covid-19. A video conference call has become a useful new tool for the first consultation. It provides a safe way to see inside a client’s home and discuss the reasons for changing their kitchen. It also provides good insight into the function and flow of the space so we can provide a design that will work for the family.