Trade Tales

Business of Home, Kaitlin Petersen

Business of Home's editor in chief Kaitlin Petersen talks to interior designers about nurturing creativity, finding a firm’s financial footing, setting goals and discovering their own version of success as a result.

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179 episodes
Updated Wednesday

Episodes179

Newest first

Melissa Oholendt on how to become the creative director of your design firm
Melissa Oholendt of Minnesota and Colorado-based firm Oho Interiors on the business partner who helped her firm set its sights higher, the strategy behind identifying an Instagram audience, and how she stays above the emotional fray when it comes to discussing finances with clients.
March 11 · 1 hr 2 min
Ask Us Anything: Alex Kaehler on strategic growth
Chicago-based designer Alex Kaehler on how to grow your firm without increasing your workload, using social media as a lower-lift lead generator and why size doesn’t always equate to success.
March 4 · 31 min
A surprising path to partnership for Bergman Vass
Dana Bergman Falcione and Erica Vassalotti of Philadelphia-based firm Bergman Vass on what it takes to delegate decision-making, how they’ve divided their roles as co-leaders of the firm, and why they’ve avoided becoming the technicians of their business.
February 25 · 53 min
Ask Us Anything: Dan Mazzarini on how to get client approval for antiques
Dan Mazzarini on how to buy time with vendors while seeking client approval, what it takes to highlight an item’s top selling points, and why putting extra effort into visualization can help clients get on board with the broader vision.
February 18 · 32 min
Yates Desygn on the course correction that saved their team
Bryan and Mike Yates of Dallas-based firm Yates Desygn on the low-overhead approach that got their business off the ground, the business consultant that inspired them to transform their firm’s structure, and how they’ve strategically created curriculums that outline pathways to growth for the members of their team.
February 11 · 1 hr
Ask Us Anything: DuVäl Reynolds on finding new clients in a slowdown
DuVäl Reynolds on how to spot early indicators for a slowdown in new business, adjusting your messaging to attract ideal clients, and the value of diversifying your firm’s offerings during slow months.
February 4 · 33 min
How Evan Millárd used showhouses to launch his design career
Evan Millard on using showhouses to amplify his business, how being a solo designer offers him room to grow in new directions, and the value in being transparent with clients about his firm’s finances.
January 28 · 42 min
Ask Us Anything: Victoria Sass on how to get published [Rebroadcast]
Victoria Sass on different approaches to working with a public relations agency, how digital placement can actually yield longer-term results for your business and why local press contains a wealth of value that’s often overlooked.
January 21 · 59 min
Why Zoe Feldman doesn't believe in complete transparency [Rebroadcast]
Zoe Feldman on the surprising piece of advice that prompted her to rethink her firm’s team size, and why she insists that clients don’t really want full transparency.
January 14 · 48 min
Ask Us Anything: Kevin Isbell on what to do when an order goes wrong [Rebroadcast]
Kevin Isbell on vetting vendors, navigating expensive mistakes, and ensuring that the client’s experience comes first—no matter the cost.
January 7 · 45 min
Alvin Wayne on making social media the bedrock of his business [Rebroadcast]
For years, Alvin Wayne’s career was caught in a tug-of-war between interiors and luxury retail—until the pandemic hit, spurring a realization that prompted him to dive headfirst into design. Following that major decision, his firm’s route to success suddenly became a whole lot clearer.
Dec 31, 2025 · 43 min
Ask Us Anything: Erin Gates on clients who disrupt the design process
Erin Gates on the importance of documenting client communication to keep all parties accountable, the value of setting expectations early and how charging hourly can protect a firm in cases of revision.
Dec 24, 2025 · 36 min
Richard Anuszkiewicz on launching a new creative studio
Richard Anuszkiewicz on developing professional extracurriculars outside of design, why he wants to be a chameleon for each client’s style, and why he evaluates his career goals every six months.
Dec 17, 2025 · 47 min
Ask Us Anything: Ashley Hughes on how to level up your clientele
Ashley Hughes on the importance of auditing your existing clientele, how to create a rendering that reflects the client you want to attract, and finding the vendors that align with your ideal demographic.
Dec 10, 2025 · 43 min
Lilse McKenna on building client confidence
Lilse McKenna on the value of using hand drawn floorplans and elevations to present her ideas, why she’s turned to Substack as a creative outlet, and how she uses her sessions on The Expert to keep her problem-solving skills sharp.
Dec 3, 2025 · 58 min
Ask Us Anything: Live with Heather Fujikawa, Jean Stoffer and Grace Start
In a live edition of the show, hosted by Four Hands, Heather Fujikawa of House Sprucing and Jean Stoffer and Grace Start of Jean Stoffer Design shared advice on post-pandemic recruiting tactics, discussing price changes with clients in the era of tariffs, and expanding a firm’s client base to include out-of-state projects.
Nov 26, 2025 · 49 min
Why Ariel Okin believes all clients deserve ‘unfailing optimism’
Ariel Okin on why her firm doesn’t shoot every project, how a switch to hourly billing has made the firm more profitable and how her presence in the project process is changing as her businesses grow.
Nov 19, 2025 · 57 min
Ask Us Anything: Jenna Chused on rising prices in the tariff era
Jenna Chused on why she’s shifted her sourcing approach to shield her business from price volatility, how tariffs show up on her firm’s invoices and how early budget discussions prevent sticker shock further along in the design process.
Nov 12, 2025 · 31 min
How Dan Mazzarini built a firm that benefits from a diverse project mix
Dan Mazzarini on how he used his firm’s recent rebranding as a team-building opportunity, the one question he uses to kick off every project and how he’s talking to clients about the economics of design in today’s climate.
Nov 5, 2025 · 53 min
Ask Us Anything: Anissa Zajac on getting out-of-state jobs right
Anissa Zajac on the importance of setting clear expectations with clients from the outset, establishing in-person touchpoints at key moments in the design process, and the remote project management tools that keep all team members on the same page.
Oct 29, 2025 · 49 min

Trade Tales

Melissa Oholendt on how to become the creative director of your design firm

Ask Us Anything: Alex Kaehler on strategic growth

A surprising path to partnership for Bergman Vass

Ask Us Anything: Dan Mazzarini on how to get client approval for antiques

Yates Desygn on the course correction that saved their team

Ask Us Anything: DuVäl Reynolds on finding new clients in a slowdown

How Evan Millárd used showhouses to launch his design career

Ask Us Anything: Victoria Sass on how to get published [Rebroadcast]

Why Zoe Feldman doesn't believe in complete transparency [Rebroadcast]

Ask Us Anything: Kevin Isbell on what to do when an order goes wrong [Rebroadcast]

Alvin Wayne on making social media the bedrock of his business [Rebroadcast]

Ask Us Anything: Erin Gates on clients who disrupt the design process

Richard Anuszkiewicz on launching a new creative studio

Ask Us Anything: Ashley Hughes on how to level up your clientele

Lilse McKenna on building client confidence

Ask Us Anything: Live with Heather Fujikawa, Jean Stoffer and Grace Start

Why Ariel Okin believes all clients deserve ‘unfailing optimism’

Ask Us Anything: Jenna Chused on rising prices in the tariff era

How Dan Mazzarini built a firm that benefits from a diverse project mix

Ask Us Anything: Anissa Zajac on getting out-of-state jobs right