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Hey everyone!
Hope all my NE readers are surviving the cold! The temperature has dropped and we had our first snowfall the other day. Colder temperatures have me thinking about interior projects, and how much my business has changed/ reacted to the seasons since moving here. I’ve had a bunch of phone calls and emails lately, and the most frequently asked question I receive is, “How does this all work?” So, today’s post is focused on my personal process to hopefully shed some light on how interior design and decoration works, and whether or not it might benefit you!
First, when answering the above question, we need to address the cost. Most people think they are priced out of interior design because they Google average fees which are really high. Interior design firms have a TON of resources, so they are absolutely worth it for a client with a large budget. You get a team of people with different expertise, the best tech, and relationships throughout the industry, but you will pay a lot more, and your wait time will be a lot longer to get that incredible end result. With that said, someone like me who has near zero overhead can afford to charge a lot less for my time. I don’t have a design studio, expensive software, or a team that is driving up my costs, so you get a lot more of me for your money.
Secondly, when answering the “How does this all work? question, I talk about my process so clients know exactly what they are spending their money on and how I go to work for them.
1. The Walk Through/ Estimate
Before a client hires me I do a walk through of their home (either in person for local clients, or via Facetime/ video for remote clients). I take a ton of pictures so I have just about every angle of every room, and even before I’m hired I start getting excited about a project and formulating ideas. I write up an electronic estimate and send it over to the prospective client for their review. Most of the time these estimates are for Design/Decoration per room, and then an installation fee. Each room has a standard price unless there is a ton of extra work, and factored into that flat rate is an “hours cap,” this way I’m not spending 80 hours on a project that should have taken 15. Sometimes a client will benefit more from an hourly rate, but that’s rare. My hourly rate is a lot higher than the hours I factor into the flat “per room” fee. My estimates are always created with separate line items, but the more work you hire me for, the less you spend per item! If you can swing it, it always makes sense to plan in bulk so you achieve cohesion within your home.
2. Inspiration and Planning
Once the client is comfortable with the overall cost, I collect an initial deposit (between 50%-75% of the total estimated cost depending on the project) and start gathering inspiration photos and project planning. Getting an idea of the client’s style, even if they can’t quite articulate what that is, is so important and helps streamline the whole process. Pinterest is a great resource because it offers an organized way to compile and share inspiration photos/ideas, but some clients prefer good old magazine clippings or coffee table book photos to online images. Either way, this helps me figure out where to start so I’m not just flying by the seat of my pants. While the client is sending me what inspires them, I begin space planning. This requires precise measurements (walls, windows, etc.) and maybe lots of blue tape. This is a fairly tedious part of the project but it helps the client get an idea of how the space will eventually be laid out. For kitchens this might be the location of your island, and for a living room it might answer the question, “what size furniture will fit where?”
3. Mood Board
Once I have a very clear picture of what the client wants to see, I create a mood board. This is the most time consuming part of the project and why I require so much of my fee upfront. It’s the meat and potatoes, if you will; the entire planning of the project in one little image. A mood board is a visual representation of design ideas; basically, it’s a collage that sets the tone for the entire project, and (hopefully) helps the client envision the end result of both interior construction and decoration projects. I try to make my mood boards match the finished product as closely as possible. We sort of go back and forth tweaking this until it’s the best representation of what the client wants, and then we move on to actual materials (which I create in tandem with this 2D image, but only show the client after it’s refined). Here are three examples of (1) a space before I start planning, (2) the mood board, and (3) the finished result:
4. Materials List (Ordering and Shopping)
Once we’ve optimized the mood board, I send the client a materials list. This is a shareable working document that provides a list of everything they need to order for decoration or construction projects. A typical kitchen project, for example, will have everything from paint and trim pieces, down to faucets and sink flanges, with SKU, quantity, color, size, etc. and clickable links so they can read reviews (so important!). For decoration projects, this list covers everything that needs to be ordered, the details of those orders, or indications for what will be shopped locally. I usually provide multiple options for things I think the client requires a choice, all working within the overall design plan set by the mood board. The choice option often covers different price points so clients can protect their budget or make splurge purchases where they deem necessary. This master list gets edited as things are ordered/shopped for and is a great resource for both clients and contractors. Some clients like to be super hands on, and some want almost nothing to do with this part of the process. I tailor the lists to the type of client I’m working with, and also factor that in when estimating the overall cost of the project. A client who needs to sit on every piece of furniture and touch every fixture is obviously going to use me more than a client who does one mass online order and never reads a single review. Most clients fall somewhere in between those two categories.
5. Installation
This part of the project is my ABSOLUTE favorite for decoration clients, and is a little more hands off for construction clients. While contractors are installing, I make myself readily available to clients for on-the-fly decisions or questions. It’s very important that if you hire a designer/ decorator you run these quick decisions by them. Sometimes a seemingly small “yes” or “no” can make a very big difference in the overall finished product. You hired a designer for a reason – use them! For decoration installation, this is where I unpack all of the stuff you’ve ordered or we’ve shopped for, and set it all up! There’s lots of pillow chopping and staring, and it’s all very wonderful. Some clients opt to save money and set everything up themselves. I personally think that’s a mistake, and hear me out (because I have my reasons that aren’t completely selfish). This is where your designer gets to bring their overall vision to life and give you the best result for your hard earned dollar. The BEST part of my job is when the client comes home to their newly staged space and I get to see their reaction. My goal is always tears of joy but I do accept all forms of happiness. I take this opportunity to photograph the space, which not only helps me promote my business but also provides you with really cool evidence of how far your home has come.
Hopefully this answers some questions for any of you on the fence about hiring a designer/decorator! If you have a great eye for design, some construction knowledge, and are wildly organized, you likely don’t need someone like me. If you don’t know where to start and would benefit from a creative helping hand, give me a call! I can help you establish and maintain a budget, set realistic goals, and then realize them seamlessly.
Thank you for reading this post, and your continued support! Doing what I love wouldn’t be possible without each and every one of you.
Xoxo
Alyssa
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