Prepping for Change: How Designers are Handling These Times
How do small studios cope when business is anything but usual? We spoke with six interior designers to find out
Georgia Madden
23 March 2020
We’re all being affected by the unfolding coronavirus (Covid-19) crisis, and the design world is no exception. So how does an industry that relies so much on personal interaction and communication cope in a time of extreme social distancing? Six interior designers reveal how they’re managing their businesses in a landscape that changes daily, and share the plans they’re implementing to cope with uncertain times ahead.
White Pebble Interiors
Frances Cosway is the design director at White Pebble Interiors, a three-person team based in Hampton East, Victoria.
“At this stage, it’s still business as usual – I’ve actually had a lot of enquiries in the past two weeks,” says Cosway. “But we have adapted the way we operate. My staff are welcome to work from home and we’re holding our team meetings on [video conferencing software] Zoom. We’re lucky that we can manage a lot of our day-to-day business remotely.
“One of the strangest things for me is not being able to shake a client’s hand at an initial meeting,” she says.
Frances Cosway is the design director at White Pebble Interiors, a three-person team based in Hampton East, Victoria.
“At this stage, it’s still business as usual – I’ve actually had a lot of enquiries in the past two weeks,” says Cosway. “But we have adapted the way we operate. My staff are welcome to work from home and we’re holding our team meetings on [video conferencing software] Zoom. We’re lucky that we can manage a lot of our day-to-day business remotely.
“One of the strangest things for me is not being able to shake a client’s hand at an initial meeting,” she says.
Cosway hasn’t faced any supply issues so far. “I normally order from Australian suppliers, so it hasn’t been a problem,” she says. “In our industry and beyond, this situation presents a brilliant opportunity to support Australian businesses, particularly artisans. It’s more sustainable too.”
Cosway anticipates that a lot of her work will move online in the coming months. “It’s already happening – I was running a live event last week that got cancelled, so I opened it up as a webinar,” she says.
She plans to start presenting to clients in different ways too. “I’ll show clients samples and concepts on video and then send them hard samples so they can see and touch them in person.”
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Cosway anticipates that a lot of her work will move online in the coming months. “It’s already happening – I was running a live event last week that got cancelled, so I opened it up as a webinar,” she says.
She plans to start presenting to clients in different ways too. “I’ll show clients samples and concepts on video and then send them hard samples so they can see and touch them in person.”
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Cosway, who has a business background, plans to use business principles to help her navigate the next few rocky months. “I’ve been staying in touch with my business network, reading and listening to podcasts,” she says.
“If there’s a slowdown in client work, I’m going to use the opportunity to change things up within my business and look for opportunities. I have a 12-month marketing plan and I’ll be bringing forward some of the initiatives I had planned for later in the year, such as a podcast, webinars and blogs. I’m also going to use this time to test out more things on social media.”
Cosway believes that a nimble approach is key to a business’ survival. “You can’t get fixated on ‘this is the way I’ve always done it’ or ‘this is what I had planned’. Be adaptable, think about what your clients need right now and find new ways to deliver it,” she says.
“And don’t just look within our own industry for advice and resources. See how other industries are responding to the crisis and apply what’s working for them to your own business.”
“If there’s a slowdown in client work, I’m going to use the opportunity to change things up within my business and look for opportunities. I have a 12-month marketing plan and I’ll be bringing forward some of the initiatives I had planned for later in the year, such as a podcast, webinars and blogs. I’m also going to use this time to test out more things on social media.”
Cosway believes that a nimble approach is key to a business’ survival. “You can’t get fixated on ‘this is the way I’ve always done it’ or ‘this is what I had planned’. Be adaptable, think about what your clients need right now and find new ways to deliver it,” she says.
“And don’t just look within our own industry for advice and resources. See how other industries are responding to the crisis and apply what’s working for them to your own business.”
GDP Interior Design
Giulianna Del Popolo, principal of GDP Interior Design, runs her business with a contract-based design assistant from a studio in Watsonia, Victoria.
“So far, there have not been too many changes other than uncertainty. However, every new day reveals a new and unimagined consequence,” says Del Popolo.
“Right now, I am at a high level of detailing in a number of projects so I have commitments for completion of both design and documentation. Handover of these jobs and invoicing them is critical.”
Del Popolo has also reduced her working hours as she is not comfortable asking her children’s grandparents to help with after-school care.
Giulianna Del Popolo, principal of GDP Interior Design, runs her business with a contract-based design assistant from a studio in Watsonia, Victoria.
“So far, there have not been too many changes other than uncertainty. However, every new day reveals a new and unimagined consequence,” says Del Popolo.
“Right now, I am at a high level of detailing in a number of projects so I have commitments for completion of both design and documentation. Handover of these jobs and invoicing them is critical.”
Del Popolo has also reduced her working hours as she is not comfortable asking her children’s grandparents to help with after-school care.
“My main dilemmas right now are around home visits, clients who have returned from travel and the possibility of cancellations and affected timelines,” she says. “This week alone I have three new client home visits. While awkward, we need to have frank conversations on recent travel, social distancing and wearing gloves or using sanitiser during visits.”
Online tools such as Zoom, Skype and FaceTime allow Del Popolo to communicate with her already established clients, but can’t help with many aspects of her job, such as assessing spaces, selecting colours or measuring rooms.
“Physically sourcing products at showrooms is still possible, but is likely to become problematic down the line,” she says. If that’s the case, Del Popolo intends to find workaround solutions – and recommends others do the same. “The client won’t know what you don’t show, so source from items you know are accessible. Get your suppliers to advise you of the most reliable supply lines.”
Online tools such as Zoom, Skype and FaceTime allow Del Popolo to communicate with her already established clients, but can’t help with many aspects of her job, such as assessing spaces, selecting colours or measuring rooms.
“Physically sourcing products at showrooms is still possible, but is likely to become problematic down the line,” she says. If that’s the case, Del Popolo intends to find workaround solutions – and recommends others do the same. “The client won’t know what you don’t show, so source from items you know are accessible. Get your suppliers to advise you of the most reliable supply lines.”
“Also, source locally,” says Del Popolo. “There are growing numbers of local textile manufacturers and custom furniture companies, as well as companies selling via social media. Or, shop retail – this has the added advantages of boosting local business and the client gets to see what they’re getting. You may be able to introduce yourself to the retailer beforehand and sort out a purchasing agreement that works in everyone’s favour,” she says.
If you have quiet times, use them to work on your business, Del Poplolo advises. “I’ll be refreshing my business plan and studio, and reviewing all my systems – accounting, client engagement, templates and forms – to refine my focus. I’ll also look into more online revenue sources and collaborations. E-decorating might become the new frontier!”
Staying connected is also crucial, she says. “I’ll keep in touch with my design colleagues, suppliers and clients to see how they are faring from a wellbeing perspective. Our businesses are our community – in good times and bad.”
If you have quiet times, use them to work on your business, Del Poplolo advises. “I’ll be refreshing my business plan and studio, and reviewing all my systems – accounting, client engagement, templates and forms – to refine my focus. I’ll also look into more online revenue sources and collaborations. E-decorating might become the new frontier!”
Staying connected is also crucial, she says. “I’ll keep in touch with my design colleagues, suppliers and clients to see how they are faring from a wellbeing perspective. Our businesses are our community – in good times and bad.”
Vault Interiors
Justine Wilson is the director and principal stylist at Vault Interiors, a styling and decorating firm in Rydalmere, NSW, with an in-house team of seven and eight casual staff.
“It has been an interesting start to the year – finally buyer confidence is back, but we have had fires, floods and now the coronavirus,” says Wilson. “All these factors impact on the economy and us as a business. But the property market has remained fairly strong with interest rates low and buyer demand.
“The home is going to become more important than ever if we are to experience extended quarantine, so people will be looking for properties that suit their needs and lifestyle. But of course the true test will be the coming months.”
The doors of Wilson’s business remain open. “At this stage, we are still operating at a fairly normal level, but with strict hygiene systems in place. I am still out and about meeting vendors, but I’m being careful and avoiding shaking people’s hands,” she says.
Justine Wilson is the director and principal stylist at Vault Interiors, a styling and decorating firm in Rydalmere, NSW, with an in-house team of seven and eight casual staff.
“It has been an interesting start to the year – finally buyer confidence is back, but we have had fires, floods and now the coronavirus,” says Wilson. “All these factors impact on the economy and us as a business. But the property market has remained fairly strong with interest rates low and buyer demand.
“The home is going to become more important than ever if we are to experience extended quarantine, so people will be looking for properties that suit their needs and lifestyle. But of course the true test will be the coming months.”
The doors of Wilson’s business remain open. “At this stage, we are still operating at a fairly normal level, but with strict hygiene systems in place. I am still out and about meeting vendors, but I’m being careful and avoiding shaking people’s hands,” she says.
“I’ve found the situation has really only come to a head in the past week or so and we are still processing the impact and speaking locally to other small business to see how they are handling things. I’m sure conversations around businesses being impacted by coronavirus will crop up more frequently and the positive is that we can all learn together.
“We have come through a few big hurdles this year already, so a positive state of mind is important,” she says. “I think as a community we have to support each other, shop locally and remember that societies have survived worse than this – wars, depression, fires. We will all be impacted in some way, but we are an abundant country with lots of opportunities so there is much to be grateful for.”
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“We have come through a few big hurdles this year already, so a positive state of mind is important,” she says. “I think as a community we have to support each other, shop locally and remember that societies have survived worse than this – wars, depression, fires. We will all be impacted in some way, but we are an abundant country with lots of opportunities so there is much to be grateful for.”
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Lynne Bradley Interiors
Lynne Bradley is the principal at Lynne Bradley Interiors, a three-person team from a studio in Lindfield, NSW.
For Bradley, keeping her team safe and healthy is a top priority right now. “My focus is on ensuring my staff aren’t panicking and in fear of losing their jobs. I also want to make sure they look after themselves and have systems in place at home.”
Bradley’s studio remains open and the team is busy progressing their projects. “My studio and staff have been disinfected to within an inch of their lives. I have daily meetings with them about our plans as more information is revealed. We are preparing to work remotely as of next week.
“We have two client presentations in our studio this week, which will mark the end of face-to-face meetings for the foreseeable future.”
Lynne Bradley is the principal at Lynne Bradley Interiors, a three-person team from a studio in Lindfield, NSW.
For Bradley, keeping her team safe and healthy is a top priority right now. “My focus is on ensuring my staff aren’t panicking and in fear of losing their jobs. I also want to make sure they look after themselves and have systems in place at home.”
Bradley’s studio remains open and the team is busy progressing their projects. “My studio and staff have been disinfected to within an inch of their lives. I have daily meetings with them about our plans as more information is revealed. We are preparing to work remotely as of next week.
“We have two client presentations in our studio this week, which will mark the end of face-to-face meetings for the foreseeable future.”
For Bradley, the effects of the crisis are already being felt. “Prospective clients who we were ready to start working with are pressing the pause or stop button,” she says. “Existing clients are feeling nervous about their financial stability and are pausing the flow of the job, which is putting us under enormous pressure.”
Many of Bradley’s suppliers have
warned her to expect some delays, and selecting finishes is also an issue. “Most of our suppliers work remotely and I am no longer able to see reps and samples,” she says. “Some showrooms are open but I feel nervous to go out and about sourcing products right now and risking the health of my staff.”
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Many of Bradley’s suppliers have
warned her to expect some delays, and selecting finishes is also an issue. “Most of our suppliers work remotely and I am no longer able to see reps and samples,” she says. “Some showrooms are open but I feel nervous to go out and about sourcing products right now and risking the health of my staff.”
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“I am keeping a close eye on other designers to see what they’re doing, but at this stage the main message is ‘business as usual’. I’m not seeing anything innovative at the moment,” she says.
“There doesn’t appear to be any guidance available at present, but the Design Institute of Australia posted one of my projects on social media today and let me know that as a result of cancelled industry events, they are trying to do what they can to offer online support for their members to help them weather the storm.
In terms of future financial forecasting, Bradley acknowledges the potential impact. “Looking forward, I know my timings and business will be dramatically and negatively affected and leave me wondering if it’s possible to survive. Of course my outgoings will continue despite the lack of income,” she says.
“I will continue to try to progress existing projects and stay in touch with clients I was about to start working with. I plan to review my processes and systems, research new lead magnate ideas to secure future projects, and I’m considering offering e-design services.”
“There doesn’t appear to be any guidance available at present, but the Design Institute of Australia posted one of my projects on social media today and let me know that as a result of cancelled industry events, they are trying to do what they can to offer online support for their members to help them weather the storm.
In terms of future financial forecasting, Bradley acknowledges the potential impact. “Looking forward, I know my timings and business will be dramatically and negatively affected and leave me wondering if it’s possible to survive. Of course my outgoings will continue despite the lack of income,” she says.
“I will continue to try to progress existing projects and stay in touch with clients I was about to start working with. I plan to review my processes and systems, research new lead magnate ideas to secure future projects, and I’m considering offering e-design services.”
Marylou Sobel Interior Design
Marylou Sobel, principal designer and owner of Marylou Sobel Interior Design, runs a three-person team from a studio in Woollahra, NSW.
For Sobel, the toughest challenge of this crisis so far has been the unknown. “We’re taking it day by day,” she says. “It’s too early to tell how it’s going to affect our business, but it might become more obvious as time goes by.”
Marylou Sobel, principal designer and owner of Marylou Sobel Interior Design, runs a three-person team from a studio in Woollahra, NSW.
For Sobel, the toughest challenge of this crisis so far has been the unknown. “We’re taking it day by day,” she says. “It’s too early to tell how it’s going to affect our business, but it might become more obvious as time goes by.”
Sobel’s office is still open and all but one team member, who has a young child, is coming in every day. “If we have visitors in the office, we are keeping a healthy distance.”
Client communications are being led by their clients, she says. “We are honouring what they want, which in some cases means meeting on-site and in others means communicating via phone or FaceTime.”
Client communications are being led by their clients, she says. “We are honouring what they want, which in some cases means meeting on-site and in others means communicating via phone or FaceTime.”
Downie Thomson Interior Design and Jane Thomson Interiors
Jane Thomson is an interior designer and property stylist at Downie Thomson Interior Design and Jane Thompson Interiors. She mostly works independently, but occasionally with another interior designer, from her home studio in Rose Bay, NSW. She is also a media presenter.
The effects of the Covid-19 outbreak have had an immediate effect on Thomson’s business. “I’ve experienced cancellations of two wonderful projects, yet to be rescheduled. Some existing clients are postponing meetings through fear of possible contamination both ways, which holds me up exponentially and means loss of revenue,” she says.
“Luckily, I work from home so business is still open. My existing clients are quite relaxed about site visits, so there have been no problems accessing sites. But obviously we’re not carrying out our normal pleasantries with the old kiss on the cheek. It’s a strange feeling because we develop such personal connections with our clients.”
Deliveries are being affected too, says Thomson. “Most of my orders are being shipped from overseas, so there’s a huge backlog. I foresee delays for everyone, not just our industry, over the next three to four months. I’ve already spoken to my clients about shipping delays and they totally get it as everyone is affected.”
Jane Thomson is an interior designer and property stylist at Downie Thomson Interior Design and Jane Thompson Interiors. She mostly works independently, but occasionally with another interior designer, from her home studio in Rose Bay, NSW. She is also a media presenter.
The effects of the Covid-19 outbreak have had an immediate effect on Thomson’s business. “I’ve experienced cancellations of two wonderful projects, yet to be rescheduled. Some existing clients are postponing meetings through fear of possible contamination both ways, which holds me up exponentially and means loss of revenue,” she says.
“Luckily, I work from home so business is still open. My existing clients are quite relaxed about site visits, so there have been no problems accessing sites. But obviously we’re not carrying out our normal pleasantries with the old kiss on the cheek. It’s a strange feeling because we develop such personal connections with our clients.”
Deliveries are being affected too, says Thomson. “Most of my orders are being shipped from overseas, so there’s a huge backlog. I foresee delays for everyone, not just our industry, over the next three to four months. I’ve already spoken to my clients about shipping delays and they totally get it as everyone is affected.”
Thomson is currently promoting Skype consultations on social media to generate business. “There will be people wanting general design assistance without a site visit during this time and this method works beautifully. It’s also very cost-effective,” she says.
“Designers with their own practices are generally good business generators. I’ve created some interesting design consultation formats for continuing business in case this pandemic lasts longer than we think, and I’ll be leaning on my normal networking groups,” she says.
The important thing is not to panic, says Thomson. “I’m feeling positive that business as usual will return in the next few months.”
“Designers with their own practices are generally good business generators. I’ve created some interesting design consultation formats for continuing business in case this pandemic lasts longer than we think, and I’ll be leaning on my normal networking groups,” she says.
The important thing is not to panic, says Thomson. “I’m feeling positive that business as usual will return in the next few months.”
Your turn
How will you adapt your business to changing market conditions in the coming months? Tell us in the Comments below, like this story, follow these design professionals on Houzz, and join the conversation.
More
Interested to hear more insights from fellow professionals? Don’t miss last month’s Open Book: 3 Architects’ Advice… That They Didn’t Learn at Uni
How will you adapt your business to changing market conditions in the coming months? Tell us in the Comments below, like this story, follow these design professionals on Houzz, and join the conversation.
More
Interested to hear more insights from fellow professionals? Don’t miss last month’s Open Book: 3 Architects’ Advice… That They Didn’t Learn at Uni
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Here on the Gold Coast typically there are three types of client and the core of our Business.
1. High rise holiday apartment owner looking to value add and achieve the best rental yield. For these clients it's all about staying ahead of competition., and the clients we are now working closely with. Making even some minor changes such as furniture selections, complete refurbishment or a coat of paint, during this quite time and the return of tourists.
Challenges we face on these projects are delivery/installation access to some of the properties.
2. Typically this client would be an investor looking to renovate and on sell the property with the value add of renovation. Through our QBCC builders licence we undertake the full renovation from the planning stage to completion.
Challenges we overcome in this area are targeting customers in the early stage of the planning and approval process. All of which can be achieved remotely with limited customer physical contact.
3. Our other client type are the downsizers looking move from southern states to completely renovate a home or apartment to live in or purchase something already new that we generally furnish using their existing items of furniture with addition of what we can supply to complete the project.
Challenges in this area will be attracting new customers due to restrictions on movement from other states, and something we can't control.
In summary it's the confidence in customers spending during these uncertain times that will be the biggest challenge as we see things.
This is how we present our clients some options for unit packages without physical contact