BUSINESS OF LUXURY DESIGN 1
BOLD BY DESIGN | JULY 2020
LET TER FROM JULIA MOLLOY A magazine, why a magazine, I thought to myself at 4:30 in the morning as I struggled to fall back asleep. My internal light bulb had gone off and it wouldn’t stop flashing visions of magazine covers, articles and friends I could feature, traveling to grand resorts to do interviews, and bold new products to feature. Visions of grandeur and grit swirled a dreamscape in my drowsy imagination, making my heart beat faster despite my need for more sleep. The next few days the question lingered as I pondered my next challenge. BOLD–Business of Luxury Design–needed something new. Or, maybe I was just getting bored. As if an international consulting firm and the luxury BOLD Summit business conference wasn’t enough, right!? And I literally know nothing about doing a magazine, I thought. Then I remembered something I hadn’t thought of for decades. I was shocked when I realized that I’ve done this before, kind of. A long-forgotten memory emerged. It was sixth grade, I was sweet, meek, a little dorky, and I didn’t have cool clothes to wear. I had no older siblings to show me the ropes. I needed a haircut and fashion advice terribly. Being a late bloomer and 2 sizes smaller than other kids my age, I wore a lot of uncool hand me downs and a scuffed-up pair of brown penny loafers with fringe that curled up at the ends. But I was a straight A student and I had ideas for my school, Mark Twain Elementary. I wanted to fix up our playground and create a donations table for extra lunch food kids didn’t want. I decided I would put my name in to be class President. I made posters and a speech. I wore my favorite bright yellow pleated dress, that flared out like a flower when I twirled, to give my speech in. I went up on the stage in front of the school and told them all my great ideas. I was terrified. When I was done, I think a total of 3 people clapped, until they realized no one else was, and then they awkwardly stopped. The whole day everyone made fun of my fancy yellow dress. I told them that I didn’t ‘dress up’ for the speech, I just randomly felt like wearing it. My first experience (but definitely not the last) in being fabulously overdressed. At the end of the next day, the results were announced over the classroom intercom. The Principal announced that Marci won. Marci!? I sunk in my chair. Perfect, blonde, Jordache jean wearing, snotty, little miss popular won! She didn’t even have a speech! She simply said “Hi” and laughed as everyone cheered. Really?
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Broken and confused, I went in to talk to the Principal, Mr. Gooch, after school. Again, I was terrified. I told him I thought it was unfair. He agreed. He gave me a hug. Then he suggested I do what I wanted to do anyway and that I could still influence the school. He suggested I start a magazine. Brilliant! So that’s what I did! I drew pictures of the revamped playground with new equipment and more loungy benches, complete with full landscaping, of course. I had my quirky friends draw dungeons and dragons’ comics. I interviewed my Principal and the lunch ladies and included photos I took with my first camera I had just gotten for my birthday. I wrote the articles out on pieces of paper in my best handwriting and taped them together. The ladies in the office made copies for me and I distributed my very first magazine and called it “The Mark Twain Times”, at a ripe age of 12. I think I had two editions and yes, I did manage to get a table set up in the lunchroom. I made a big poster that said, “Share your lunch”, with Lisa Frank and Hello Kitty stickers on it (Ooooo, Fancy!). And I know that at least for a semester, a few kids that normally got nothing more than peanut butter sandwiches and carrot sticks for lunch got the sweet paradise that was donated boxes of animal crackers, with the string handle, Oreo’s, and a rare Twinkie. It was not much of a legacy, but I did it. And that is how it all began. That was my first magazine. And now you could say, BOLD by Design, is my encore. A lot has changed since then. But as they say, the more things change, the more they stay the same. I can still be meek, but I work hard to be brave and BOLD every day. I still have quirky friends and I absolutely ADORE them. I still have a lot of ideas on how to make the world a better place. I am still a little rough around the edges at times and yes, I’m still FABULOUSLY overdressed unless I’m in yoga pants, which is pretty much all the rest of the time. I’m ready to change the world. I’m ready to share the BOLD vision. I’m ready to step onto that big stage in my bright yellow dress that flairs out like a flower when I twirl. Yes, I’m ready to be BOLD. So…let’s begin, shall we?
Julia Molloy Me, circa 6th grade, wearing hand me downs and my well-worn penny loafers with fringe that curled at the ends.
BOLD BY DESIGN | JULY 2020
BOLD IS BUSINESS OF LUXURY DESIGN B U S I N E S S
R E S O U R C E S
I N S P I R A T I O N
IN THIS ISSUE
7 8 12 16 22 31
BOLD GIFT GUIDE RAISING THE BAR ON CLIENT GIFTS DESIGNER SPOTLIGHT BARRIE LIVINGSTONE MIKE PETERSON DESIGN HARMONY: A LOOK AT DESIGN’S INFLUENCE ON HEATH & WELLNESS LESLIE CAROTHERS HOW TO CREATE ADDITIONAL REVENUE STREAMS JULIA MOLLOY DESIGNING THE NEW PARADIGM LLOYD PRINCETON 7 STEPS TO POSSIBILITY
33 34 40 42 44 49
BOLD STYLE LIVING IN A MATERIAL WORLD KELLY SCHELLERT ETHOS DESIGN COLLECTIVE: BIRTH OF A MOVEMENT WHAT’S IN YOUR POST COVID-19 SUITCASE? ROBIN COLTON SEARCH YOURSELF: WHAT’S UNDER YOUR NAME? BOLD BUSINESS INWARD AND OUTWARD FACING BUSINESS TRAINING CHRIS RAMEY LUXURY EXPOSES DESIGN MYTHS
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FOR PURVEYORS OF FINE LIVING
INTERIORS | ARCHITECTURE | GOODS | LIFESTYLE
BOLD by Design Magazine Our mission is to empower and inspire the design, build, architecture, lifestyle and product design community and create a powerful industry network. Thank you for joining us! We hope you enjoy the information dense business videos and articles, designer spotlight, and resources we have pulled together for you. May they help you and your business thrive! We thank our premier sponsors ProSource and Lighting One for supporting us and the design community and continuing to keep our industry strong! And lastly, thank you to all our contributors for sharing your insight, wisdom and support. You are brilliant! Enjoy and be BOLD!
Julia Molloy WANT TO SEE ME IN MY FANCY YELLOW DRESS? It can be found on the back of the magazine. On your way there, see how many of these you can find. Only the keenest eyes among you will find them all. Find them all? Send screenshots of all 7 in an email to Julia@BoldSummit.com with your mailing address and I’ll send you a fabulous gift in the mail! How fun!
1. 2. 3. 4. 5. 6. 7.
A skull ice cube A bottle of Veuve Clicquot A bear swimming in water The Ludlow Linear Suspension Light Snakeskin print Black pergola A peacock
A WORD ON THE COVER Art | Hieronymus Bosch | Circa 1500’s | Cover Design, Julia Molloy This Cover is a commentary on our mindset as we move into the new paradigm after Covid 19. The art is the first panel in Bosch’s “Garden of Earthly Delights” triptych. It is largely interpreted as symbolizing a form of fresh world utopia. The cover suggests that we think outside the box and dare to imagine a better world as we begin to envision and recreate our new reality.
BOLD BY DESIGN | JULY 2020
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BOLD gift guide
Just finished installing a gorgeous bar for your client? Leave a gift basket of goodies to up-level their mixology game. Go with a glam, edgy or connoisseur badass vibe… combine all three for a superlative gifting concoction! Give your clients the experience of the perfect glass of water with a Mayu Swirl. It’s artistry and technology combined. Cheer’s to upleveling their water and their health.
Mayu Swirl | $149 www.mayuwater.com
These etched decanters are a nice touch, don’t you think? They can even be personalized! I can hardly think of a more special gift!
The Constance Collection “Inebriated Intentions” Series | $49 www.reclamationetchworks.com
Don’t forget the ice cubes. A proper inclusion for any aged and rare sip of paradise. These boast an impressive 2.5 inch diameter. They make a big statement that pairs perfectly with big personalities.
Add some color to your bubbly with Prism Powder. So unnecessary and over the top. PERFECT! Sometimes you just need glitter champaign… Right? Teal Topaz and Columbian Emerald Prism Powder $12 each | www.fancysprinkles.com
Up your clients’ drinking game by including these edgy skull ice cubes to their gift. Super cool and a great conversation starter!
Ice Molds | $50 www.williams-sonoma.com
BOLD BY DESIGN | JULY 2020
DESIGNER SPOTLIGHT BARRIE LIVINGSTONE WORLD RENOWN INTERIOR DESIGNER & REAL ESTATE AGENT Julia talks with Barrie Livingstone, accomplished interior designer, Realtor, published author, and industry influencer. Barrie’s design projects span the globe from Los Angeles to Dubai and Miami to Malaysia. His passion for buildings and how people occupy them on a global level is the driving force for him, pairing the right property with the right person or group. Barrie’s unique combination of seasoned Interior Designer “meets” savvy Realtor makes perfect sense to have access to when designing or renovating a property. In the world of design, presentation is nine tenths’ the law. It is all about how the design makes one feel and how many years good design will last. With over 30 years of experience in the Residential and Hospitality Industries in both design and marketing, his clients gain vital insight on how to present properties in the best possible light. Barrie has designed for international hotel brands such as: Intercontinental Hotel Group, Marriott, Southern Sun and Mandarin Oriental in the Near and Far East, also luxury residences and yachts. Barrie’s current projects include TV programs in development. Licensing deals with home furnishings manufacturers along with house flips in Joshua Tree and the usual mix of fun for sale and lease real estate listings and his usual design client business.
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EVERY B O D Y LOVES BARRIE BIG ROCK MALIBU BEACH
THINK YOU KNOW BARRIE? WATCH JULIA’S INTERVIEW AND THEN TAKE THE QUIZ! When he came to the United States as a 14 year old, his first home in Miami was: A. Penthouse Condo B. Cape Cod Shingle C. Peach Stucco
Who did Barrie sit next to on a plane and end up becoming their interior designer? A. The Rock B. Sting C. Danny DeVito D. Duncan James
Which two of the following celebrities graced his South Beach Design Group Showroom?
What is the name of his book?
A. Tom Cruise B. Madonna C. Diane Von Furstenberg D. Ricky Martin
A. Interior Design Tips Every Realtor Should Know But Doesn’t B. Designing for Celebrities C. Secrets of a Malibu Interior Designer
Why did he move from Florida to Malibu? A. The view of the ocean B. A movie roll C. Cher D. A hot romance
How does he get most of his clients? A. Word of mouth B. Facebook ads C. Meeting people D. A Billboard off the 405
WHAT’S BARRIE UP TO? FOLLOW HIM ON SOCIAL MEDIA
What was his most bizarre design request?
What social media platform does he recommend?
A. Slide from master bedroom to pool B. Disco ball in the master bedroom shower C. Handcuffs hanging fro ceiling above bed D. Black leather wallpaper with silver studs
A. Facebook B. LinkedIn C. Instagram D. Tinder
What’s Barrie’s Secret Sauce? A. Fabulous wardrobe B. British and great smile C. Honest and funny D. He looks good walking away
GET BARRIE’S BOOK Interior Design Tips Every Realtor Should Know But Doesn’t
An entertaining and delightfully funny approach to how realtor’s should be viewing property, through the eyes of a designer.
What’s his Warhol a photo of? A. A 19th century opera singer B. Edie Sedgwick’s girlfriend C. Dancer from the Royal Ballet D. A drag queen
BOLD BY DESIGN | JULY 2020
TO FIND A DEALER NEAR YOU VISIT WWW.CALFAUCETS.COM
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MARIPOSA DE ORO, MALIBU |DESIGNED BY BARRIE LIVINGSTONE
BOLD BY DESIGN | JULY 2020
D E S I G N H A R M O N Y: A L O O K AT D E S I G N ’ S I N F L U E N C E O N H E A LT H A N D W E L L N E S S BY MIKE PETERSON APPLE HEADQUARTERS |PALO ALTO, CA
T H E WO R K P L AC E T H R I V E S W I T H D E S I G N H A R M O N Y. T H E M E D I C A L C O M M U N I T Y P R E S C R I B E S D E S I G N H A R M O N Y. N AT I O N S A RO U N D T H E WO R L D E M P H A S I Z E D E S I G N H A R M O N Y. D e s i g n e r s , i t ’s t i m e t h a t y o u , t o o , g e t c re d i t f o r c re a t i n g t h e health and wellness benefits i n h e re n t i n D e s i g n H a r m o n y ! The most exciting development in the design i n d u s t r y t o d a y i s t h e re c o g n i t i o n t h a t g re a t d e s i g n i m p ro v e s health and wellness in the home. This is called Design H a r m o n y, a n d i t ’s a c u r r i c u l u m that teaches this important idea: When interior designers c re a t e e n v i ro n m e n t s t h a t a re beautiful and well-designed, it encourages health and wellness. Fo r y e a r s w e h a v e k n o w n , a n e c d o t a l l y, t h a t g o o d d e s i g n m a k e s u s f e e l b e t t e r. T h a t i d e a i s n o l o n g e r a n e c d o t a l . I t ’s n o w p ro v e n . N e u ro a e s t h e t i c s i s a re l a t i v e l y n e w t e r m t h a t l o o k s a t t h e n e u ro l o g i c a l re s p o n s e w e h a v e t o a r t , d e s i g n a n d b e a u t y. We k n o w, f o r i n s t a n c e , that when we see something o f b e a u t y, w e g e t a s h o t o f s e ro t o n i n i n o u r b r a i n . W h e n w e d o , w e f e e l b e t t e r. A l t e r n a t i v e l y, when we see something disturbing and unattractive, we get a shot of cortisol, a hormone that helps us cope w i t h n e g a t i v e i m a g e r y. W h e n
y o u p ro d u c e b e a u t y i n y o u r d e s i g n s , y o u a re i m p ro v i n g t h e psychological and emotional w e l f a re o f y o u r c l i e n t s b y i n c re a s i n g t h e i r s e ro t o n i n l e v e l s a n d d e c re a s i n g t h e a m o u n t o f c o r t i s o l t h e b o d y p ro d u c e s . T h e o t h e r t e r m t h a t ’s important to understand when studying Design Harmony is biophilic design. Biophilia, or biophilic design, uses the look a n d f e e l o f n a t u re i n t h e h o m e e n v i ro n m e n t . Wo o d s , c y l i n d r i c a l l i n e s , g re e n e r y, n a t u r a l l i g h t a n d b u r b l i n g w a t e r a re j u s t a few of the emotional stimulants designers can use. Design Harmony is not to be confused with the other w e l l n e s s - re l a t e d p ro g r a m s c u r re n t l y i n f l u e n c i n g t h e w o r l d of design. LEED, the Sustainable Fu r n i s h i n g s C o u n c i l ’s G R E E N l e a d e r s p ro g r a m a n d t h e W E L L B u i l d i n g S t a n d a rd focus on sustainability and t h e c e r t i f i a b i l i t y o f a p ro d u c t ’s influence on health and wellness. Design Harmony is not about the physical; it is about the emotional and psychological re w a rd s t h a t g re a t re s i d e n t i a l d e s i g n p ro d u c e s .
A PRESCRIPTION F O R N AT U R E The medical industry in m a n y Fa r E a s t c o u n t r i e s a re well ahead of the states in incorporating healthy design i n t o t h e h o m e e n v i ro n m e n t . I n the 1980s, Japan, for instance, began to implement the idea of shinrin yoku. Shinrin yoku is t h e J a p a n e s e w o rd f o r “ f o re s t b a t h i n g ,” o r t h e m e d i c i n e o f s i m p l y b e i n g i n t h e f o re s t . N o t e t h a t I s a y “ m e d i c i n e .” I n t h e Fa r E a s t , d o c t o r s n o w p re s c r i b e f o re s t b a t h i n g a s a medicinal alternative to a bottle of pills. It has become a c o r n e r s t o n e o f p re v e n t i v e h e a l t h c a re a n d h e a l i n g i n J a p a n e s e m e d i c i n e . ( I n a w a y, shinrin yoku is a sibling to biophilia. Biophilic design m e a n s b r i n g i n g n a t u re i n t o t h e home, and shinrin yoku means g o i n g o u t i n t o n a t u re . ) M e d i c a l associations in countries l i k e C a n a d a a n d t h e U . K . a re incorporating design benefits as medicines. On November 1 , 2 0 1 8 , t h e m e d i c a l g ro u p Médecins francophones du Canada began allowing doctors t o p re s c r i b e v i s i t s t o m u s e u m s ,
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design centers and art galleries a s a re m e d y f o r s e l e c t e d i l l s . I n t h e U . K . , d o c t o r s a re employing what they call “ s o c i a l p re s c r i b i n g ,” w h i c h includes immersing the patient into multiple arts and cultural experiences. D o c t o r s h e re a re b e c o m i n g m o re a w a re o f t h e b e n e f i t s of good design. In her thesis, D r. C l a u d i a M i l l e r f ro m t h e U n i v e r s i t y o f Te x a s S c h o o l o f M e d i c i n e s t a t e d , “A rc h i t e c t s a n d d e s i g n e r s h a v e a g re a t e r a b i l i t y t o i m p ro v e p u b l i c h e a l t h t h a n m e d i c a l p ro f e s s i o n a l s .” L o w e r i n g s t re s s t h ro u g h d e s i g n i s a p re v e n t a t i v e a p p ro a c h to good health that helps offset the need for medical intervention.
WO R K I N G F O R BETTER INTERIORS W h y i s c o m m e rc i a l d e s i g n s o f a r a h e a d o f re s i d e n t i a l d e s i g n when it comes to healthy e n v i ro n m e n t s ? M a j o r c o m p a n i e s w a n t p ro d u c t i v i t y a n d i n c re a s e d c re a t i v i t y a n d l e a r n e d y e a r s a g o t h a t b y p ro v i d i n g a h e a l t h - b a s e d e n v i ro n m e n t t h e y w i l l i n c re a s e both. A re c e n t s t u d y o f 7, 6 0 0 workers in 16 countries found that those who worked in s p a c e s w i t h g re e n o r o t h e r n a t u r a l f e a t u re s re p o r t e d a 1 5 p e rc e n t h i g h e r l e v e l o f w e l l b e i n g , 6 p e rc e n t m o re p ro d u c t i v i t y a n d 1 5 p e rc e n t m o re c re a t i v i t y. I n c re a s i n g
p ro d u c t i v i t y b y 6 p e rc e n t i n c re a s e s a c o m p a n y ’s a n n u a l p ro f i t b y $ 3 , 3 9 5 p e r e m p l o y e e e v e r y y e a r. T h i s f a c t a l o n e i s why companies like Apple, A m a z o n , Et s y a n d s o m a n y m o re a re i n c o r p o r a t i n g h e a l t h y design principles into the work e n v i ro n m e n t .
“A RC H I T E C T S A N D D E S I G N E R S H AV E A G R E AT E R A B I L I T Y T O I M P ROV E P U B L I C H E A LT H THAN MEDICAL P RO F E S S I O N A L S . ”
G E T T I N G S TA RT E D W I T H D E S I G N H A R M O N Y As Americans of all ages b e c o m e i n c re a s i n g l y f o c u s e d o n h e a l t h a n d w e l l n e s s , t h e y a re l o o k i n g f o r s e r v i c e p ro v i d e r s w h o s h a re t h e i r v a l u e s a n d i n t e re s t s . By incorporating Design Harmony into your business, your value to y o u r c l i e n t m u l t i p l i e s . I n c re a s e d v a l u e m e a n s i n c re a s e d re v e n u e .
moments for your client—those m o m e n t s t h a t w i l l p ro v i d e t h e m w i t h a s h o t o f s e ro t o n i n . To d o that, we have developed a series of questions that you may want to ask in the early stages of re s e a rc h w i t h t h e c l i e n t . S o m e e x a m p l e s a re : •
How can you take better a d v a n t a g e o f t h e g ro u n d s w e l l o f the Design Harmony movement? I t s t a r t s b y m a k i n g s u re t h a t y o u r d e s i g n c re a t e s t h o s e “ a h a ”
Please describe, in general, what makes you happy in life and in your home. W h a t k i n d o f a re l a t i o n s h i p do you want to have with y o u r h o m e e n v i ro n m e n t ?
• • •
How much time do you spend at home? Day hours? Ev e n i n g h o u r s ? How do you want to feel in your home? W h e re d o y o u l o v e t o t r a v e l ? W h a t a re y o u r favorite things to do on vacation? What is your vision for your space? Answer with emotions and feelings. What about your significant other drives you crazy?
BOLD BY DESIGN | JULY 2020
Interested in learning more about Design Harmony? Check out these books or find links to articles and research papers on our website, wf-vision.com.
“Beauty, Neuroscience, and Architecture: Timeless Patterns and Their Impact on Our Well-Being” by Donald H. Ruggles
“Natural by Design: People, Natural Process, and Ecological Restoration” by Eric Higgs MIKE PETERSON | PRESIDENT | VISIONARY DESIGN MARKETING VISIONARYDM.COM
While the last question may put a smile on your face, i t ’s i m p o r t a n t t o n o t e t h a t eliminating existing anxiety is very much a part of Design H a r m o n y ’s m i s s i o n . I t i s n o t j u s t a b o u t p ro v i d i n g b e a u t y a n d alluring imagery; it is about c re a t i n g a n e n v i ro n m e n t t h a t l o w e r s s t re s s a n d y i e l d s h e a l t h and wellness. Each one of these questions w i l l p ro v i d e a n a n s w e r t o g u i d e how you design—based on f e e l i n g s a n d e m o t i o n a l re w a rd s , n o t j u s t c o l o r p re f e re n c e a n d space planning.
YO U N E E D T O M A R K E T T H E H E A LT H B E N E F I T S A d d i n g j u s t a f e w w o rd s to your marketing materials will also help position you a s d i f f e re n t i a t e d f ro m y o u r c o m p e t i t i o n a n d i n c re a s e y o u r v a l u e p ro p o s i t i o n . A f e w
key phrases, such as “peace o f m i n d ,” “ y o u r n e e d s a n d emotions” and “your health and w e l l n e s s ” w i l l s h o w p ro s p e c t i v e c l i e n t s t h a t y o u o f f e r m o re t h a n j u s t d e s i g n . H e re ’s a n example of website text that w a s i m p ro v e d b y u s i n g j u s t a few health- and wellness-based phrases: At ABC Design Studio, we work closely with our clients t o c re a t e h o m e i n t e r i o r s t h a t p ro v i d e p l e a s u re a n d h e a l t h y e n v i ro n m e n t s . We a re a f u l l service design studio with a p e r s o n a l a p p ro a c h t o y o u r n e e d s a n d e m o t i o n s . I t ’s y o u r p e a c e o f m i n d t h a t ’s i m p o r t a n t a s y o u let us handle all the necessary d e t a i l s . Yo u r h e a l t h a n d w e l l n e s s in your home is our goal. The design industry has always o f f e re d m o re t h a n c o l o r, f a b r i c s a n d b a l a n c e . We p ro v i d e j o y, h a p p i n e s s a n d f u l f i l l m e n t . We s p re a d w e l l - b e i n g a n d h e a l t h
t o a l l o u r c l i e n t s . T h e re ’s never been a better time to highlight that fact—which is now documented and no longer j u s t a f e e l i n g . S o , I u rg e y o u t o re a l i z e t h e n e w o p p o r t u n i t y i n f ro n t o f y o u . L e a r n f ro m workplace design, the medical i n d u s t r y a n d c o u n t r i e s a ro u n d the world and embrace the Design Harmony curriculum. B e c o m i n g a s t e w a rd o f i t s concepts will add value to your business.
“A F E W K E Y PHR ASES... W I L L S H OW P RO S P E C T I V E C L I E N T S T H AT YO U O F F E R MORE THAN JUST DE SIGN”
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BOLD BY DESIGN | JULY 2020
HOW TO CREATE ADDITIONAL R
LESLIE CAROTHERS, OF SAVOUR PARTNERSHIP, TALKS WITH JULIA ABOUT HOW T
KEY TAKE-AWAYS • HOW TO LEVERAGE YOUR KNOWLEDGE • HOW TO CREATE ASSETS AND PASSIVE INCOME • WHAT STEPS TO TAKE AND RESOURCES NEEDED
GET SOCIAL WITH LESLIE
FOLLOW SAVOUR PARTNERSHIP & TKPLESLIE
BUSINESS OF LUXURY DESIGN 17
TO UNLOCK VALUE IN YOUR BUSINESS
Leslie Carothers GET TO KNOW
CEO | SAVOUR PARTNERSHIP
In addition to being the principal of Savour Partnership, Leslie has also been the owner of The Kaleidoscope Partnership for the past 18 years, a consultancy that provides major and emerging furniture brands and interior designers with a wide variety of services relating to digital marketing and strategies for building wealth into their websites through 24/7 income generation. Because she has worked professionally with manufacturers, retailers, sales reps, publishers, tradeshows, software providers and individual interior design firms throughout her career, along with having been a luxury interior designer herself for 16 years, she has 360 insights into the needs of each part of the ecosystem of design. This depth of experience and understanding of the industry, combined with her relationships and her own work as a national influencer, has made her well known for her ability to help her clients achieve their goals for national brand recognition, market penetration and sales, faster, than what they would be able to achieve on their own. In 2018, Leslie was named by Home Furnishings News Magazine as one of the Top 40 Most Inspiring Women In Home. In addition, she was voted in by her peers as one of Modenus’ Top 50 Influencers In The World of Interior Design for 2020. She also runs a Facebook Group for interior designers called, #DesignWealth, where she helps interior designers understand how to utilize their knowledge and expertise in new ways to unlock financial value in their businesses. Leslie is a long time volunteer on the board of the Bienenstock Furniture Library and, in her spare time, is a friend to many, an amateur nature photographer and a collector of children’s illustrated books.
ON THE SAVOUR PARTNERSHIP BLOG • HOW PINTEREST SUPERCHARGES TRAFFIC TO YOUR WEBSITE THROUGH RICH PINS • HOW TO MAKE MONEY 24/7 WITH A BLOG AND HOW TO DRIVE THE TRAFFIC TO MAKE THIS BUSINESS STRATEGY SUCCESSFUL
ESLIE’S FACEBOOK GROUP #DESIGNWEALTH
VISIT THE WEBSITE OR SEND LESLIE AN EMAIL
BOLD BY DESIGN | JULY 2020
Seasonal Living is a shoppable digital magazine designed and written by Savour Partnership. Get a complimentary subscription at http://seasonalliving.com/bonus-mag
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We help businesses make money 24/7 from their websites & blogs. WWW.SAVOURPARTNERSHIP.COM
Leslie Carothers Principal
Designing, writing and marketing shoppable luxur y digital publications for lifestyle brands and luxur y interior designers.
Sam Henderson Creative Director
Custom magazines, Trendbooks, Lookbooks, Ebooks, Catalogs, Email Opt In Mini-Magazines, and Custom Design Downloads.
GET IN TOUCH
BOLD BY DESIGN | JULY 2020
“PROGRESS IS IMPOSSIBLE WITHOUT CHANGE & THOSE WHO CANNOT CHANGE THEIR MINDS CANNOT CHANGE ANYTHING.” ~ GEORGE BERNARD SHAW “What if 2020 isn’t canceled? What if 2020 is the year we’ve been waiting for? A year so uncomfortable, so painful, so scary, so raw — that it finally forces us to grow. A year that screams so loud, finally awakening us from our ignorant slumber. A year we finally accept the need for change. Declare change. Work for change. Become the change. A year we finally band together, instead of pushing each other further apart. 2020 isn’t canceled, but rather the most important year of them all.” ~ Leslie Dwight
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BOLD BY DESIGN | JULY 2020
DESIGNING THE NEW PARADIGM BY JULIA MOLLOY
s we peer out and gingerly step beyond the confines of the pandemic, we can sense the shift. We are standing on the precipice of a new world. Uncertainty sets in as we gaze upon uncharted territory. With so many moving reference points and unknowns, it can be a challenge to get our bearings and move with a sure-footed stride. So where do we, as a design community fit in to the new paradigm? Has the designers’ role changed and how are our business models going to adapt to the rapidly evolving needs of the world? These are the questions our community has been grappling with. In fact, all business sectors are evaluating the same questions for themselves. I would argue however, that the design industry in particular, is faced with a newfound responsibility. The world is just now processing this global wake-up call. Each of us will need to derive the lessons and adaptations for ourselves in our own lives and businesses. Those answers and modifications will be different for each one of us, which makes for some serious introspection, evaluation and decisions making. I, like you
have been doing this for my own life and business as well.
“I believe there is no greater force than design in transforming the planet, one person at a time, one family at a time and one community at a time. We create an invisible ripple effect as we impact the minds, bodies and spirits of the lives we touch.” Over the last decade, the role of design in the wellbeing of the planet and certainly humanity has been gaining momentum. The role of leader in wellness has not been fully embraced by the profession as a whole, even as bio metrics, data points and evidence mount on the fact that design impacts wellness in profound ways. This formerly invisible notion has now become tangible, science-based fact. Now, more than ever, our world begs for a better way and design must lead the way. It is my fervent belief that the time has come for the design industry to take its rightful place in
the global ecosystem. As cited in the article by Mike Peterson in this edition of BOLD by Design, “design, art and nature are already beginning to be prescribed by doctors, huge companies are using interior design to directly increase productivity of their employees and hospitals are incorporating interior design for faster healing times and better outcomes into their facilities. The Interior Design profession needs to capitalize on the fact that the data is in, and it’s clear. Interior design has a powerful and measurable direct effect on the things that are important to us as a global society. Especially now, coming out of the pandemic, these values of health, productivity and wellness are elevated and finally substantiated.” It is important to remember that our profession is actually quite young. It was around 1913 that the fabulous Elsie de Wolfe carved out this role. Her focus was aesthetics and room layout. Compared to other professions like lawyer, physician, architect, grocer, barber, you name it, it likely has a few hundred year head start on interior designers.
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Understanding the Context and where your Company fits it COMPANY CLIENTELE
LOW TO MID CLIENT ECHELON
MID-HIGH TO HIGH CLIENT ECHELON
VERY-HIGH TO ELITE CLIENT ECHELON
Projects have stopped Online services / E-Design dominate
Most Projects have stopped E-Design and immediate needs servicing only
80% of projects have slowed or on a temp halt but will resume as usual when services go back up
E-Design and Online/ Self serve products and services remain dominant
80% of this market will split away from this echelon and go high or low.
Less flamboyant displays, but spending will surge and then normalize to pre2020 decline on spending
To learn more about this graphic, watch Julia’s “Navigating the 2020 Reset” webinar here.
There are turning points in our lives, where we ‘grow up’ almost overnight. Covid 19 was that turning point for the design industry. We should not look to the past for the new normal, but take our place as a key solution in healing our planet. As we settle into our role in society it is becoming clear that we not only add functionality and beauty, but are a driving force for health, balance, and the wellbeing of people and the planet. Seriously, what other industry has this intrinsic influence? No other I can think of. We are the ones. Each one of us have to unique ability to design the new paradigm with an integrated intelligence and conscious choices that honor the entire biosphere and all its inhabitants. This is how the human race evolves. This is intelligence in action. This is the time to break the mold and create a demand for and drive economic viability for earth responsible products and solutions.
“This is our wake up call as an industry. WE are the pivotal component of the solution. Our focus should not be about e-design, online shopping and what vendors have the best turnaround times. We need to look beyond the immediate challenges of the day and understand our true role as a profession.”
So, with that as our foundation, I look to the future world we are designing. What will we see? What are the new set of needs and demands our world will contour to? In having some foresight, we provide ourselves with a whole host of opportunities that we can choose to participate in as business owners. This is the foundation upon which we navigate and pivot our businesses and industry as a whole. As an industry business expert and consultant, I’ve been breaking apart the challenge into bite size pieces so I can help my clients and design community to make sense of the choices ahead of them. I’m going to share with you how I view the future ahead of us. I believe we must make educated predictions and navigate based on those possibilities. It is important we look outward to understand the possible forces that may impact our next move.
BOLD BY DESIGN | JULY 2020
MY PREDICTIONS I don’t have a crystal ball, nor will these predictions all be accurate or complete, but here are the things I believe we will see anew or with more prevalence in the years to come. The speed of this evolution will largely be determined by the choices you as designers, architects, manufacturers, builders, and product designers make from this point forward. • Anti-microbial metals, coatings and fabrics will be commonplace and used not only for high touch surfaces, but in fashion, upholstery, phones and accessories, vehicles and appliances. They will be standard in residential products and design. They will be mandated in commercial, government and hospitality spaces. • Hardware, fixtures, door pulls, light switches, door knobs and high touch design elements will be rated or certified based on their anti-microbial properties. • All manner of no touch solutions will be prevalent in residential design, not just airport and restaurant bathrooms. • New apps will emerge to help people to find health-oriented businesses, restaurants, hotels etc. • Smart home technology will take the lead in design and will incorporate new monitoring, tracking, sterilization and filtration systems.
• Health and wellness certification entities and programs, similar to LEED, will emerge to guide and certify on a whole host of new metrics that will be tracked and monitored. • LA based Interior and Product Designer, Christopher Grubb, suggests that similar to LEED certification, buildings, restaurants, home developments, and workplaces will be graded on their anti-microbial and wellness factor. Diners in California are already used to seeing a similar rating near the front door as they walk into a restaurant, that indicates how well it did on its last health inspection. • Most commercial and government spaces will have advanced air filtration and UV systems that filter down to .124 microns (the size of the corona virus). • Benjamin Huntington, ASID President Elect and NYC Interior Designer, suggests that entry rooms or mud rooms will be updated into decontamination zones to clean off and sterilize items before coming into the home. • Personal bio metrics will be incorporated into many smart home designs and systems. Smart watches will sync up with smart home systems to adjust aspects of the environment that influence your wellness bio markers. For instance, sunlight adjustments, music, aroma therapy, chroma light therapy solutions will automatically adjust after receiving bio metrics.
• As more data emerges on the ill effects 5G, wifi, and other radiation and electro-magnetic frequency emitting technologies have on the human body, we will see increased usage of anti EMF technology. This technology will counteract DNA mutation, lowered immunity and health deteriorating effects caused by the ceaseless exposure. • Biophilia and bio mimicry in interior and product design will become mainstream in residential, commercial, hospitality and public space design. Many countries have already embraced these design principals in public buildings. Think Zaha Hadid and the Singapore Changi Airport Jewel Terminal. The United States, with its slow to adopt modus operandi, will begin to evolve more quickly now that the shift can be equated to economic advantages. • Commercial office spaces will shrink and require upgrades to incorporate new safety, wellness and remote team member integration. Many commercial office spaces will be converted to biophilic design wellness focused businesses of all kinds. Think meditation labs, sensory deprivation meditation tanks, cryo, chroma, and oxygen therapy hangouts. • Community and connection will be more deeply valued. Design will facilitate these gatherings and personal connections while maintaining a roomy setting. This will include a focus on room acoustics and minimizing high touch items.
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• Many gyms will adapt by incorporating wellness into their design and programs. Think sterilization, anti-microbial coatings, UV and air filtration systems coupled with biophilic designed spaces, organic juice bar, wellness assessments, wellness coaches and programs. • Remote working a few days a week will become much more prevalent. 4-day work weeks will become commonplace. Homes will need to be updated with remote work tech, lighting, sound, productivity and concentration solutions. Outdoor spaces, both residential and commercial, will be maximized for usability. • Remote shopping and project meetings will become more prevalent. • Showrooms and design centers will add virtual shopping and virtual reality to their repertoire. • Vegan and eco conscious product design will become the new luxury. Designing to match client values will be the new focus. • Membership and subscription models will continue to be adopted by service centric businesses. • Home delivery for everything. • Custom everthing.
IMAGINE THIS SCENARIO An entire community of smart homes is built in alignment with a certain set of values, like organic foods, sustainable materials, optimal health and wellness. These homes are all made with responsible materials and can be programmed to your preferences with your own bio markers. Air and water filtration systems are highly advanced and remove all harmful particles. The whole community is in alignment with wellness. You can stroll through the isle at the grocery store without being on high alert for artificial ingredients, BHT and pesticides. The hair salon down the street doesn’t use toxic chemicals to color your hair. The restaurant composts left-overs and grows many of its own ingredients on the rooftop garden. Buildings are using smart technology and methods to harness more nature and consume less petroleum. Fruit tree filled parks and byways for wild animals to roam free are all built into this holistic PURPOSE DRIVEN design. In a world where ‘custom everything’ is the norm, custom living solutions and communities will come to fruition.
BOLD BY DESIGN | JULY 2020
THE POSSIBILITIES As we adapt as business owners we leverage our own passions, strengths, capabilities, and desires. We combine them with what we anticipate the future needs of our clientele. If we don’t see what we like in any of those scenarios, we shift clientele or our capabilities. Based on my predictions for the future I have constructed a matrix of possible business model shifts. I see there are 3 main categories of adaptation; Materials, Purpose Driven, and Delivery Method. MATERIALS Evolution in materials has been happening since the stone age. As our technology advances and our needs as a society evolve, we create and incorporate these new materials into our creations, designs, and lives. We live in an incredibly exciting time as far as materials go.
Nano tech, materials that respond, move and shapeshift in response to changes in light, temperature, water, chemical signatures, sound and proximity, are evolving quickly. Very few of these new materials however, have been sought after, designed with and incorporated into interior, fashion and product design. There has been no driving need to do so and until now, have been mostly novel artistic expressions. What drives the use of new materials is NEED. And this leads me to the next category. PURPOSE DRIVEN Purpose driven design is already here, but it has been more quickly adopted by technology and nutrition industries. Purpose will become the prevalent mindset in interior design and fashion. It is all about BRAND POSITIONING. It is a matter of
shifting the narrative about design from what it is to WHY. Aging in place and commercial design are the early adopters in this arena. As companies pivot, they will break out of the box of the standard service provider messaging and positioning. Now firms will base their entire focus of their business on a particular need or desire, instead of providing services based on work needed, budget and service area. DELIVERY METHOD Delivery is all about HOW we provide our products and services. This category of adaptation has been shifting rapidly for the last decade with the growth of online product sourcing. Now we see that in person meetings aren’t always necessary and the actual service side of what we do is changing. E-Design has been addressing this over the last 5 years and will continue to grow, but there are other constraints to break and possibilities to discover in this arena. Memberships, wrap around services, full life cycle business models will emerge with more prevalence in the design sector and represents huge opportunity. This matrix is a visual layout of all three categories and options within each category. As designers and providers of luxury goods and services think outside the box, they can reevaluate each category and look for possibilities lying dormant just waiting to be explored and developed. To use this visual tool, simply consider different possibilities. Select an element from each category, connect the dots from one category to the next to form a triangle. You
will likely find there are several combinations that could work and THIS is where the alchemy begins! Consider the viability of these business models. Consider which one could be incorporated most effectively into your own business or capabilities. Look at the possibilities with fresh eyes and don’t be afraid to come up with something new. This is the essence of innovation and I expect we’ll be seeing a lot of it as our industry and the world evolves into the new paradigm!
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MATRIX OF POSSIBILITIES HOW WILL YOUR BUSINESS SHIFT IN THE NEW PARADIGM? To use this visual tool, simply consider different possibilities. Select an element (or make your own) from each category. Connect the dots from one category to the next to form a triangle. You will likely find there are several combinations that could work and THIS is where the alchemy begins! Consider the viability of these business models. Consider which one could be incorporated most effectively into your own business or capabilities. This is the time the think outside the box!
BOLD BY DESIGN | JULY 2020
MARIPOSA DE ORO, MALIBU |DES
SIGNED BY BARRIE LIVINGSTONE
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BOLD BY DESIGN | JULY 2020
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7 STEPS TO POSSIBILITY BY LLOYD PRINCETON Change and uncertainty often go hand-in-hand and right now, most people are experiencing a little (or a lot) of both! If your professional prospects seem bright at the moment or especially if you need some guidance, now can be the perfect time to explore “what if”! What if you take a different approach with your business? What if you apply for a different position with another company? What if you go back to school? What if you explore that idea that has been in the back of your mind for ages now? This can seem very daunting to tackle on your own, but there is a framework that you can utilize that will guide your thinking and help your exploration: 1. Resolve: Don’t be satisfied with “good enough” or first solution. When you “solve” something, it implies that there is only one solution 2. Innovate: Humans crave novel things. “possible” is hidden under “impossible”. Reward is greater through innovation 3. Collaborate: Bring others into the mix to create new solutions 4. Help: Know when it is time to lead or offer assistance 5. Activate Senses: Be sensitive to how you feel in an environment or situation. Follow what feels good. 6. Research: See what information already exists on your ideas, what’s been done before and how.
7. Design: Layout your ideas. Don’t worry about the outcomes yet, just formulate your ideas for you to refine f and value engineer later. Innovation doesn’t happen when we are safe and settled, it happens when things are a bit out of sorts and taking a break from our normal routine, allowing our minds to wander. In the words of Abigail Adams (1744-1818):
“It is not in the still calm of life, or the repose of a pacific station, that great characters are formed. The habits of a vigorous mind are formed in contending with difficulties. All history will convince you of this, and that wisdom and penetration are the fruit of experience, not the lessons of retirement and leisure. Great necessities call out great virtues.” You will notice that the framework above invites collaboration and I encourage to reach to a few friends or colleagues and brainstorm together, it will be more fun together, especially with a glass of wine or two!
Lloyd Princeton is a Recruiter and Management Consultant to the Interior Design, Architecture & Home Furnishings industry with over 20 years of experience helping guide professionals through the many facets of career and business development. You can learn more about his services at www.dmcnyc.com and www.idtalentsearch.com
BOLD BY DESIGN | JULY 2020
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Designing and procuring product is a conscientious and comprehensive endeavor. It demands that we consider both present and future application. Here at BOLD by Design, our aim is to inspire, inform, and support designers in their unique and unabashedly creative pursuits. Check out these innovative and beautiful brands that are using vegan materials in their products.
SUSTAINABLE BAGS & CRUELTY FREE SHOES 1
7 1. Veggani Backpack | $160 | www.veggani.com Premium apple peel leather 2. Banana Clutch7| $69 | www.barkandleaf.com Handmade from banana leaves, lotus leaves, bamboo leaves and rain tree leaves 3. Veggani Handbag | $160 | www.veggani.com Made premium vegan microfiber material 4. Monogram Clutch | $200 | www.happy-genie.com
LIVING IN A MATERIAL WORLD Material production is a notoriously unsustainable process. The production of bovine based leather requires extraordinary resources. Aside from the excessive water requirements, it is also a highly toxic process with many destructive consequences. Fortunately, there are now many sustainable and high-quality bovine leather alternatives which are being used by major furnishing and fashion brands.
Made from leather textured apple material 5. Cheetah Print Heels | $175 | www.cultofcoquette.com Made with vegan calf hair 6. The Simple Sandal | $250 | www.rafausa.com Made with vegan recycled textiles 7. White Patent Sandal | $375 | www.aeranewyork.com Made with Italy with eco-friendly materials 8. Python Boot | $695 | www.aeranewyork.com Made with Italy with eco-friendly materials
BOLD BY DESIGN | JULY 2020
“Professional designers are the beacon of hope, creating beauty from chaos.” KELLY SCHELLERT ETHOS FOUNDER & INTERIOR DESIGNER
Professional interior design is the heartbeat of a well-designed, beautiful environment. Ethos Founder, and former ASID chapter President, Kelly Schellert, created a collective for independent interior design business owners like herself, needing an aggregate resource site in one place. Ethos Design Collective educates consumers on an ongoing basis, on the benefits of hiring professional designers via a national ad campaign, leading them to a public directory of Ethos members’ portfolios.
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ETHOS DE SIGN COLLEC TIVE
T H E N E W PA R A D I G M O F P RO F E S S I O N A L I N T E R I O R D E S I G N P RO M OT I O N
WHY JOIN? ELEVATE W E P R O M OT E PROFESSIONAL INTERIOR D E S I G N E R S AT T H E N AT I O N A L L E V E L .
EMPOWER E T H O S A G G R EG AT E S THE RESOURCES AND O P P O R T U N I T I E S T H AT YO U N E E D TO B E T I M E EFFICIENT AND THE BEST YO U C A N B E .
EDUCATE WE DO THE HARD WORK FO R YO U . . . S O YO U C A N FO C U S . We b r i n g t o g e t h e r k e y re s o u rc e s , c o n n e c t i o n s , tools and educational content to keep our m e m b e r s m o re re l e v a n t i n t h e i n d u s t r y, a t l o w - c o s t , competitive membership rates.
LET YOUR MAGIC SHINE AND LIGHT THE PATH FOR OTHERS! By Kelly Schellert, Founder & Owner of Ethos, St. Louis Based, Ceanii Artful Interiors
ProfessionalÂ interior design is a beacon of hope in Â he world we live in. It gives families and corporations hope, and empowers them to make choices that lead to life sustaining environments, imbued with greater wellness properties. Being a designer and getting to create beautiful, supportive spaces is truly a journey of a lifetime. However, every epic journey requires a destination, a map (strategy), the means and resources to get there, as well as guiding lights. To keep us on the path of true north, it is vital in this day and age for businesses to have both mentors, as well as a community, a tribe that you can belong to. Together, we can light up the world. Ethos was created to be an exclusive membership community, with three partners who bring over 70 years of combined knowledge and experience in the industry of interior design. Julia Molloy (of BOLD) and Leslie Carothers (of Savour Partnership) along with myself, have traversed the trials that you now endure. If you have felt it, faced it, or feared it, we have too. We support you along your own journey, bringing you the most relevant resources ALL IN ONE PLACE so that you can be not only the ultimate creator of your own destiny, but to also help fortify our worth and livelihood, saving you time and money that translates to better design projects with your clients. Our consumer facing website gets right to the business of promoting the values and benefits of hiring one of the EDC members and gives them a direct link to search our national directory.
BOLD BY DESIGN | JULY 2020
WE PROMOTE OUR PROFESSIONAL INTERIOR DESIGNER MEMBERS BASED ON KEY BENEFITS THEY PROVIDE TO THE CONSUMER Consumers who need a professional designer can ascertain benefits of hiring a professional, immediately, on the home page, encompassing areas of time and money savings, health and wellness, creativity, resources and project management.
FOR DESIGNER MEMBERS • Public facing member directory • Academy, with key resources including a learning library portal from top global business leaders, plus content, webinars, CEU’s at low or no cost, from relevant brands coming as we grow. Additionally, our professional designer • Comprehensive event and contest members have added resources calendar beyond promotion as well. • Job Bank to connect designers and students/emerging graduates BENEFITS • Events/Speaking/Spotlight ALL BUSINESS OWNER MEMBERS opportunities on our site and our (whether design or service provider) sponsor sites • Corporate insurance rates through • Profiles in the BOLD digital Premier insurance partner, magazine, with over 100K BeneBloc, through dedicated distribution, approx. 4x a year member portal. These rates are • Blog for our members and brand extended to your employees as partners/sponsors well.
FOR BRANDS / VENDOR PARTNERS • Get in front of targeted designers via our digital online magazine, through sponsorship, content on our academy (webinars, CEUs, podcasts, etc) and in blog spotlights on our sites and that of our sponsors. • Online magazine spotlights at over 100K distribution, approx. 6x a year
WHO CAN JOIN? • Interior Design Business owners, in business for a minimum of 2 years, with a dedicated website and resale license/business license • Interior Design Students with transcripts • Service Providers who have a business that benefits Interior Designers • If you are not sure, just ask our Ethos Experience Concierge Team: • AskUs@EthosDesignCollective.com
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Thank you to our generous international sponsors, who helped to make this happen! ProSource, Lighting One (CCA Global) and Mydoma Studios. Thank you to the Ethos membership site development/design team, Eason Pritchard/ Jon Price, for whom this could not have happened. And to Abi Fei with the copywriting/UX team of VibrantAF. In any endeavor, itâ€™s truly important to find partners who believe in you and what you are doing. I could not have done it without Julia, Leslie, and especially my husband Ron, and our daughter, Presley. Last, but not least, our premier insurance partner, BeneBloc.
BOLD BY DESIGN | JULY 2020
A Social Media Agency for Designers Founded by a Designer
• SOCIAL MEDIA MANAGEMENT • SOCIAL MEDIA STRATEGY • CONSULTING • WEBSITE SEO • AND MORE! The Wingnut Social Podcast The Interior Design Business & Marketing Podcast Up your digital marketing game by listening to the Wingnut Social Podcast! Get weekly digital marketing tips for your design business from movers & shakers in the industry! Hosted by Darla Powell, CEO of Darla Powell Interiors & Wingnut Social.
featured in Get in touch!
Listen on Apple Podcasts, Google Play, Castbox, Stitcher or WingnutSocial.com/Podcast
BUSINESS OF LUXURY DESIGN 39
“ LAUGHING IS, AND WILL ALWAYS BE, THE BEST FORM OF
THER APY ”
~ DAU VOIRE
BOLD BY DESIGN | JULY 2020
WHAT’S IN YOUR POST COVID-19 SUITCASE? Julia asked her followers on Instagram “What are the 3 things you want to bring into the new paradigm? What new values do you want to incorporate?” and they answered back!
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BOLD BY DESIGN
S E A RC H YO U R S E L F W H AT ’ S U N D E R YO U R NAME? BY ROBIN COLTON
I n a s e a o f I n t e r n e t s e a rc h re s u l t s , p o t e n t i a l c l i e n t s a re w a d i n g t h ro u g h p a g e a f t e r page of designers names and descriptions. When an i n t e r i o r d e s i g n e r h i re s m e a s their business coach, very often this is how the designer has positioned themselves: ‘Boutique high-end a w a rd - w i n n i n g l u x u r y f u l l service interior design firm s p e c i a l i z i n g i n re s i d e n t i a l a n d c o m m e rc i a l s p a c e s t h a t works closely with clients t o i n t e r p re t t h e i r s t y l e a n d c re a t e s p a c e s t a i l o re d t o every client’ Upon seeing this under designer name after designer name, it becomes a description that means nothing to a consumer at all. The designers that have described themselves in such a generic way have positioned themselves to cast as wide a net as possible to catch as many clients as possible. And sometimes t h e y d o (a n d w h e n t h e y do - maybe 1 out of 20 is a c t u a l l y a g o o d m a t c h) b u t
m o re o f t e n t h e y d o n o t c a t c h anything at all with such a n o n - d i s t i n c t p o i n t o f v i e w. Clarity of purpose, vision, a e s t h e t i c , s t y l e , p ro j e c t type. Clarity is the key to success in the design i n d u s t r y. A d e s i g n e r s v o i c e , their distinct point of view is what informs who they a re , w h a t t h e y d o , a n d h o w they do it. And when that clarity is communicated in t h e i r m e s s a g i n g , t h e re i s n o q u e s t i o n f ro m p o t e n t i a l clients that firm is THE firm for them. A re y o u a b l e t o s u m u p i n 2 - 3 s e n t e n c e s w h o y o u a re as a designer and what your b u s i n e s s s t a n d s f o r ? (A n d n o - y o u ’ re n o t a l l o w e d t o u s e a n y o f t h e w o rd s i n t h e g e n e r i c d e s c r i p t i o n a b o v e) If the answer to this question does not come easily to you or you have chatter in the back of your m i n d t h a t s a y s t h a t ’s n o t t h e way to a successful business, consider this:
“Design i s p e rc e i v e d t h ro u g h our five senses. It is a conversation between t h i n g s . S u b t l e d i f f e re n c e s t a k e n i n : t h e d i f f e re n c e s between smoothness and t e x t u re , d a r k a n d t h e n o t so dark, the plain and the patterned, and how those d i f f e re n c e s m a k e u s f e e l .” This is what appears under B a r b a r a B a r r y ’s n a m e o n a s e a rc h e n g i n e . S h e d i d not get to be Barbara Barry by defining herself as a ‘boutique interior designer who caters to the style of e v e r y c l i e n t ’. S h e f u l l y stepped into her femininity and elegance and that is e x a c t l y w h a t h e r c l i e n t s h i re h e r f o r.
“ A D E S I G N E R S VO I C E , THEIR DISTINCT POINT O F V I E W I S W H AT INFORMS WHO THEY A R E , W H AT T H E Y D O, A N D H OW T H E Y D O I T ”
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Robin Colton is a mindset and business strategy coach for high achieving design professionals. Through her coaching practice as well as speaking engagements, Robin works closely with design business owners as an intentional business strategy partner to reach their next level of impact in the industry.
“ T O G E T AT W H O YO U WA N T T O B E , B E L I E V E YO U C A N B E T H AT, AND THEN STEP F U L LY I N T O I T ”
Asking yourself the following questions is meant for you to see that to get at who you want to be, believe you can be that, and then step fully into it unapologetically - clarity of your positioning is an essential element. So grab a cup of coffee, find a quite spot, turn your phone all the way off, and look deep inside yourself to answer thoughtfully and honestly: •
What does success and fulfillment as a designer and as a business look like for you? How you would describe your aesthetic?
S u m u p y o u r d re a m o r i d e a l p ro j e c t , c l i e n t , a n d b u s i n e s s in 2-3 sentences.
When you have defined your business identity on the deepest level, and then stepped fully into that identity - this is w h e re t h e m a g i c h a p p e n s ! I t i s f ro m t h i s c l a r i t y t h a t y o u r v o i c e i s a r t i c u l a t e d a n d h e a rd l o u d a n d c l e a r. A n d i t i s w h e n you stand feet firmly planted o n t h e g ro u n d i n w h o YO U a re that you attract your true ideal c l i e n t s a n d p ro j e c t s (a n d re p e l t h o s e w h o a re n o t) a n d y o u build a business that truly feeds your soul.
BOLD BY DESIGN | JULY 2020
BUSINESS TRAINING FOR BOLD INTERIOR D BUSINESS CONSULTANT AND FOUNDER
INWARD FACING KEY TAKEAWAYS • • • •
Most efficient design firm team structure How design team members are a revenue center Method for short term tasking and synchronization Method to optimize weekly workflow
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DESIGNERS FROM THE INDUSTRY’S PREMIER OF THE BOLD SUMMIT - JULIA MOLLOY
OUTWARD FACING KEY TAKEAWAYS • • • •
Steps to creating a powerful brand How to define your company anchors The 4 maxims of an effective logo The 4 steps of effective copy and messaging
BOLD BY DESIGN | JULY 2020
BUSINESS OF LUXURY DESIGN
FOUND THESE WEBINARS HELPFUL? WANT TO DIVE DEEPER INTO THE CONTENT? Wonderful! Youâ€™re just in time! The training series for both INWARD & OUTWARD facing business development is about to start. Follow along live or learn at your own pace.
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BOLD BY DESIGN | JULY 2020
MOUNTAIN RETREAT MALIBU | DESIGNED BY BARRIE LIVINGSTONE
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LUXURY EXPOSES DESIGN MYTHS By Chris Ramey Luxury and design are very different business models. In many ways, luxury exposes design myths and fables. Designers are not immune from market forces. The myths that designers are somehow above marketing or that marketing is not effective for designers are two of the most harmful myths imaginable. The entire luxury category is built on marketing that creates desire for brand. Your brand equity and margins increase as more prospects desire to retain you. Every industry has protective bubbles. The result is parity; everybody looks the same, particularly online. It is a myth that you can compete profitably if prospects think you are no different than other designers. That parity is why design is considered comparative and often commoditized. Meanwhile, luxury is superlative; driven by point of view from the person at the top. Designers often tell me they “do whatever the client wants.” But if so, their client need only hire an intern. I believe every interior designer brings something
special to every relationship and design. But it’s meaningless if they miss identifying and leveraging it. Industry disruptors across all categories almost always emanate from outside industry bubbles, for example, Casper, Tesla and Airbnb. They see the world differently. Luxury sees design differently too as our values are centered on classic luxury marketing pillars that are reminiscent to design in the days of Dorothy Draper. These pillars should be more important than ever to talented high-level interior designers. The current bubble that dumbsdown design is an anathema to us. We understand it’s human nature to be comfortable inside your bubble. You can congratulate each other at events to chat-up your relevance. You might even begin to believe ‘word of mouth’ is more impressive and effective than real marketing. It’s akin to Garrison Keillor’s fictional Minnesota town where “all the children are above average.” It is delusional The most difficult truths exist outside your bubble where you discover that not everyone knows who you are. Former US Secretary
of State Madelaine Albright tells a story about being pulled out of line at London’s Heathrow Airport by British customs. She asked the officials, “Do you know who I am?” The guard replied, “No, but we have doctors here who can help you to figure that out.” Mrs. Albright was outside her bubble. Fortunately, you can advertise beyond your bubble to build brand awareness. If Cartier, Coke and Chanel must advertise, then you do too. The most important business pillar of luxury is ‘marketing first.’ The luxury category and luxury margins are driven by marketing that creates desire for brand. It is a myth that you sell to the affluent. Instead, you fascinate and match values. Of course, you only have that opportunity if they know you exist. Anonymity, regardless of whether you consciously plan it or not, is always a bad strategy.
“THE MOST DIFFICULT TRUTHS EXIST OUTSIDE YOUR BUBBLE WHERE YOU DISCOVER THAT NOT EVERYONE KNOWS WHO YOU ARE.”
BOLD BY DESIGN | JULY 2020
The consensus in Silicon Valley is that the pandemic accelerated the growth of digital by five years. My company, The Home Trust International leverages technology for our members by creating programs to market to those who drive a Bentley, fly on NetJets, retain private wealth firms, attend the Monaco Boat Show, own a Ritz-Carlton Residence, attend equestrian events and many other hyper targeted tactics to create awareness and match values. Matching values with your prospects is a pillar of luxury. In luxury, you do not match price; you match values. The Home Trust’s values are centered around all pillars of luxury, including scarcity. The affluent reject long lists
of anything. They want an editor and concierge to save them time; that is what we do. We will never have more than .01% of designers as a percent of HNWIs in each hemisphere. That’s about 120 American designers based on today’s wealth population. Any more would be inconsistent with our mission to serve affluent families and our members. Preservation of artisanship and craftsmanship is another pillar of luxury that we take very seriously. It is also closely connected to fascinating your clients with the sophistication and grace they deserve, more pillars of luxury. It is a myth that the affluent prefer quantity over quality. It’s why ‘connoisseurship’ is
part of our mission statement. It’s also a myth that anyone can be a luxury designer. Conversely, it’s a myth that every HNWI wants a luxury designer. My guidance for you is to escape the industry bubble, identify and leverage your point of view, find the right group that reflects your DNA, never be a poseur, don’t fall prey to myths, serve your clients and increase your margins. And never stop marketing.
“THE HOME TRUST INTERNATIONAL LEVERAGES TECHNOLOGY FOR OUR MEMBERS BY CREATING PROGRAMS TO MARKET TO THOSE WHO DRIVE A BENTLEY, FLY ON NETJETS, RETAIN PRIVATE WEALTH FIRMS, ATTEND THE MONACO BOAT SHOW, OWN A RITZ-CARLTON RESIDENCE, ATTEND EQUESTRIAN EVENTS AND MANY OTHER HYPER TARGETED TACTICS TO CREATE AWARENESS AND MATCH VALUES.”
Chris Ramey is a consultant and thought leader in the global luxury segment. His personal website is AffluentInsights.com and he is president of The Home Trust, reserved exclusively for the finest brands in home design/luxury. Ramey’s expertise is helping firms penetrate the HNW and UHNW markets. FOR MORE INFORMATION VISIT:
GET IN TOUCH WITH CHRIS:
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MORE SUBTLE THAN THE OBVIOUS; EXQUISITE TRIM, EVEN ON ITS OWN, IS AWE INSPIRING DESIGN YOUR OWN TRIM INSPIRE AWE, BEAUTY AND LOVE APPRECIATED BY THE DISCERNING ADORED BY ALL
CREATED FROM THE MOST LUXURIOUS FABRICS FOUND IN INDIA, EVERY HANDCRAFTED PIECE IN THE PYAR & CO. COLLECTION TELLS ITS OWN STORY.
VISIT WWW.PYARANDCO.COM FOR MORE INFORMATION.
BOLD BY DESIGN | JULY 2020
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“Whatever you can do or dream you can, begin it. Boldness has genius, power, and magic in it.” ~ Goethe