The “Why” Behind the Firm

“People don’t buy what you do; they buy why you do it” – Simon Sinek

It’s 2024 and I am (finally!) starting my blog.  It’s been something I have been wanting to do for a long time but wasn’t sure where to start and honestly, taking my sidle hustle to full time career at the same time as having my baby, didn’t really make for much time.  Fast forward to today, my little one is older and I have a better grasp on things with the help of investing in a great interior design business consultant and an insane amount of caffeine… where my Diet Coke and Celsius lovers at?

I was recently reminded by one of Simon Sinek’s great quotes, “People don’t buy what you do; they buy why you do it.” and feel the need to share my “why” as one of my first posts on the new blog. My “why” is fairly simple, I love  and deeply appreciate great design.  I haven and always will admire this whether it is in interiors, furniture, fashion, cars and more. I also love business, strategy, branding and marketing. Loving the finer things in life while having the “eye” for it as most say, along with a strong passion for entrepreneurship, I always knew I would be in design however timing is everything.

I applied to Arizona State’s School of Business, W.P. Carey and within my first semester was bored.  I received good grades however I wasn’t engaged. During this time, I wanted to go into interior design however I also had a suite mate that cried every day… I am not even exaggerating. Every. Damn. Day. So the design program wasn’t on the top of my list to transfer to. Fast forward to a short career in wedding planning and ultimately in real estate, I was able to have fulfilling elements regarding my passion for design however I still missed the business side as corporate red tape, rules and politics began to stifle my creativity. 

I started assisting friends and family with designing their spaces as well as renovating my home which finally brought me to wanting to do design full time. Especially after witnessing an hourly employee make multimillion-dollar decisions regarding a property’s renovation as she sat there pointing to dated AF finishes… I couldn’t sit back and not be involved. If my client could trust an hourly employee with zero style or experience to make that decision, why wouldn’t they trust me? Not to mention, my mom went to school for architecture and has been in interior design since I was born so I already knew more than most regarding the design industry.  On top of that my family is a long line of successful entrepreneurs so a strong work ethic was in my blood from the beginning… oh and did I mention that I don’t do well with corporate rules?

When I was pregnant with my daughter Joie, I learned that I would not be getting paid maternity leave and it became blatantly clear that the time to go on my own and do interior design was right there the second I held her. Instead of “sleeping when the baby sleeps” I opened my beloved MacBook and went to WORK! I invested in a business consultant who specifically specializes in interior design and started building out my standard business and procedures, marketing materials and deliverables and making lists of everyone I knew who I have worked with or mentioned anything about design to me.  Next the scary part, I put my business and myself out there and trusted the process.  Organically I have built a clientele through my network and referrals which have created an amazing foundation to grow with.

I have been lucky enough to have the most amazing clients. All of which have been incredibly kind, supportive and patient as I learn, try and create new things.  A designer is really only as good as their last project and my clients have trusted in me to design spaces that they love.  They have been open to trying a new client dashboard, provided feedback so I can always improve my client experience, flexible when I have needed extra time for my family and insanely supportive by sharing reviews and sending referrals.  Most of my clients have turned into dear friends as working with an interior designer is an investment financially but also a LOT of time spent together.  My clients are a massive part of my why as I consider each my extended family.  Sharing such special life moments and milestones such as purchasing a new home, welcoming a new baby (I am obsessed with designing nurseries and playrooms!), renovating current loved homes and expanding or starting new businesses as we have been hired to design such spaces has been such an honor to be a part of.  It fuels me to want to make a space that my clients love and are excited to share with others.  

While we are on the topic of people, I can’t not not mention my amazing “friendors”.  I have found amazing vendors who have been so helpful and supportive of me and my business.  They are an extension of me and are considered part of my team and they truly go above and beyond to ensure my clients have a great product and/or experience which truly makes all of the difference.  We spend a significant time together and many have grown into great friendships which have been undeniably helpful to my success.  As the African proverb says, “If you want to go fast, go alone; if you want to go far, go together.”

My obsession with wanting to be as hands on with my daughter, being my own boss, creating a life that I love is my WHY and the design and business side is the cherry on top of it all. I love creating, making decisions, helping others and Sketch Design Co. creates those opportunities for me as well as providing revenue to support my family and working with incredible people in which I am beyond grateful for. 

It hasn’t been easy but it most certainly has been worth it.  If you are still reading this, WOW, and THANK YOU for your support.  I couldn’t do it without my family, friends and amazing clients. Thank you for being a huge part of my “WHY”!