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PODCAST

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.

arts design

All Episodes

00:48:16

For Jean Stoffer and Grace Start, starting slow is...

Trade Tales ·

2025/10/08

Jean Stoffer and Grace Start’s multigenerational firm always has an eye towards the future. They’ve paved a path to growth by launching new ventures—including a cabinetry business, a home store and a Magnolia network show—all while making sure to protect the creativity that got them here in the first place.LINKSStoffer HomeKaitlin PetersenBusiness of HomeThis episode was sponsored by Joon Loloi and Serena & Lily.

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00:36:53

Ask Us Anything: Georgia Zikas on staying nimble amid...

Trade Tales ·

2025/10/01

Georgia Zikas joins the show to answer a question from a fellow designer whose firm is experiencing a slowdown in new business. Zikas, whose firm has offices in Boston and West Hartford, Connecticut, jumps in with advice on why slower periods provide an opportunity to fine-tune processes, tips for curating a network that produces potential clients and the importance of conducting regular assessments on a firm’s financial health. LINKSGeorgia ZikasKaitlin PetersenBusiness of HomeThis episode was

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00:50:38

Lindsay Anyon Brier on building space for joy into...

Trade Tales ·

2025/09/24

Lindsay Anyon Brier’s business spans a full-service firm and a home boutique with outposts in San Francisco and Dallas. As she explains, she couldn’t do it without her team—a group guided by a shared set of core values that shape everything from strategic planning to the way they reply to client emails.LINKSLindsay Anyon BrierKaitlin PetersenBusiness of HomeThis episode was sponsored by Regina Andrew and The Shade Store.

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01:06:53

Ask Us Anything: Dwayne Bergmann on how to purchase...

Trade Tales ·

2025/09/17

Dwayne Bergmann joins the show to answer a question from a fellow designer who recently received an offer from the principal of her firm to purchase the business. Naples, Florida–based Bergmann jumps in with advice on how to assess the financial health of a firm that’s on the market, a breakdown of the two most common types of business acquisitions and how a simple pros and cons list can help identify the challenges that lie ahead when it comes to leading a firm.LINKSDwayne BergmannKaitlin

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00:54:30

How Luis Fernandez structured his firm to foster...

Trade Tales ·

2025/09/10

Luis Fernandez’s boundless creative energy led him to a career in architecture, fashion, and ultimately, interiors. Now, he’s intent on pushing the limits of his craft with new challenges, like designing in the metaverse and some special side projects that have no client attached to them. Along the way, he is establishing airtight systems to guide his firm’s output even as his inspiration runs wild.LINKSLuis FernandezKaitlin PetersenBusiness of Home

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00:41:25

Ask Us Anything: Michael Hilal on how good...

Trade Tales ·

2025/09/03

Michael Hilal joins the show to answer a question from a fellow designer about how to prioritize project photography after missing out on the opportunity to shoot a great job. San Francisco–based Hilal explains how he knows when it’s time to photograph a project, why he no longer feels the pressure to photograph everything he designs, and how to strategically leverage a firm’s best work to further your business goals.

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00:41:55

Anne McDonald’s roadmap to investing in yourself

Trade Tales ·

2025/08/27

Anne McDonald made a big push a few years back to take her firm to the next level—toward bigger projects, more robust budgets, and new opportunities. The process required not only refining her team, but also learning to trust her own abilities. On this episode of the podcast, the Minneapolis, Minnesota–based designer shares why bringing on a CFO has helped her look toward the future, how she is navigating a shift towards smaller projects, and how her team is adjusting to a new pace of work.LINKSAnne

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00:36:14

Ask Us Anything: Jean Liu on the best way to use...

Trade Tales ·

2025/08/20

Jean Liu joins the show to answer a question from a designer who is wondering whether or not to pass along vendor processing fees to clients. The Dallas–based designer jumps in with advice on communicating additional fees to clients in a pre-invoice estimate, the value of using credit cards as a form of consumer protection and preparing for tariff-related fees.LINKSJean LiuKaitlin PetersenBusiness of Home

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01:06:25

How acquiring another design firm helped Dwayne...

Trade Tales ·

2025/08/13

Dwayne Bergmann’s multifaceted approach to business growth has included everything from repping cabinet lines and cofounding a slab importing company to acquiring another Florida designer’s firm. He shares how, despite his passion for expansion, he now finds himself more in the weeds than ever when it comes to creative work.LINKSDwayne BergmannKaitlin PetersenBusiness of Home

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00:34:59

Ask Us Anything: Brian Paquette on warehouse...

Trade Tales ·

2025/08/06

Brian Paquette joins the show to answer a question from a fellow designer who wanted to know the best way to protect items in storage for her clients. The Seattle-based designer jumps in with advice on vetting storage partners, how warehouse insurance can result in profitability for both parties, and why the design business is 95 percent execution and logistics. This episode was sponsored by Four Hands. LINKSBrian PaquetteKaitlin PetersenBusiness of Home

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00:52:48

How Michelle Gage built the team that helped her...

Trade Tales ·

2025/07/30

Michelle Gage found herself fast-approaching the point of burnout several years ago. In response, she threw herself into the process of remaking her business—overhauling back-end systems and making high-level hires in order to rekindle the sense of enjoyment that drew her to design in the first place. Elsewhere in this episode, she also shares the book that transformed her approach to leadership, the benefits of hiring a brand manager and how she educates clients on the costs of design.LINKSMichelle

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00:40:51

Ask Us Anything: Bria Hammel on why full-service...

Trade Tales ·

2025/07/23

Bria Hammel joins the show to answer a question from a fellow designer in need of advice as she embarks on an overhaul of her payment processes, especially amid a recent shift to charging flat fees. Minnestoa–based Hammel jumps in with tips on aligning payments with various phases of the design process, why every firm’s first hire should be an accounting position, and the go-to management software that keeps everything in order.This episode was sponsored by Four Hands. LINKSBria HammelKaitlin

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00:56:19

Considering a sabbatical? Chloe Redmond Warner did...

Trade Tales ·

2025/07/16

Chloe Redmond Warner realized several years ago that she had reached a breaking point. To get back to herself, she took a four-month sabbatical, with the hopes of returning to her firm as a better designer, and a better leader, too. The result wasn’t exactly what she was expecting, but it gave her the clarity she needed to change the way she worked.LINKSChloe Redmond WarnerKaitlin PetersenBusiness of Home

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00:59:18

Ask Us Anything: Live with Arianne Bellizaire and...

Trade Tales ·

2025/07/09

Designers Arianne Bellizaire and Cortney Bishop joined host Kaitlin Petersen for a live episode of the show—recorded during Spring High Point Market—to dish out advice on topics including when to start talking about design costs with prospective clients, what it takes to scale the receiving arm of your business and how to deal with an unreliable contractor. At the end, the designers fielded live questions from the audience on topics ranging from building a design team to discussing photography with

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00:45:58

The pandemic almost shut down Meg Lonergan’s...

Trade Tales ·

2025/07/02

When Meg Lonergan embarked on her design career, it seemed that her biggest hurdle was demonstrating to the rest of the design industry that despite her nontraditional education and early career experiences, she was just as talented and qualified as any other successful firm owner. Then, a near-total firm meltdown during the pandemic led her to a stunning realization: The biggest obstacle standing in the way of her firm’s growth was herself. LINKSMeg LonerganKaitlin PetersenBusiness of Home

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00:42:24

Ask Us Anything: Meagan Camp on helping clients come...

Trade Tales ·

2025/06/25

Meagan Camp joins the show to answer a question from a fellow designer in need of advice on streamlining her procurement process as she takes on a larger project load. The New York designer jumps in with tips on building storage costs into client budgets from the beginning, her vetting process for new receivers and the organizational system that ensures every item gets to the right place.This episode was sponsored by Four Hands. LINKSMeagan CampKaitlin PetersenBusiness of Home

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01:07:01

How Alex Kaehler stepped away from her firm to gain a...

Trade Tales ·

2025/06/18

Alex Kaehler found herself with a rush of new work an opportunity to really scale her business during the pandemic boom—but soon realized that the way the firm was growing didn’t leave her feeling fulfilled. Stressed and stretched thin, she decided to push pause on her business—even if that meant winding down active projects and handing them off to other firms. In the quiet that followed, she was able to finally discover what was missing, and establish a new set of intentions to guide her path

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00:45:10

Ask Us Anything: Amy Storm on navigating complex...

Trade Tales ·

2025/06/11

Amy Storm joins the show to answer a question from a fellow designer in need of advice on working with a contractor who is consistently missing the mark. The Glen Ellyn, Illinois designer jumps in with advice on when to be transparent with clients about jobsite issues, how frequently communicating updates can protect your firm, and red flags that indicate whether or not it’s worth walking away from a contractor relationship.This episode was sponsored by Four Hands. LINKSAmy StormKaitlin

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00:53:58

How better boundaries helped Adam Hunter fall back in...

Trade Tales ·

2025/06/04

Adam Hunter’s first career on Broadway gave way to a second act in design, where he’s tapping into his talent for selling a vision. With candor, he shines a bright light on the real costs of design at a certain echelon of the industry. He also explains how a shift toward cultivating deeper relationships helped him find the right size for his firm, why landing celebrity clients isn’t always all it’s cracked up to be, and why he’s thinking bigger as he embarks on the next stage of his career.This

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00:43:51

Ask Us Anything: Emilie Munroe on why you should...

Trade Tales ·

2025/05/28

Emilie Munroe joins the show to answer a question from a fellow designer who is wondering how to approach the client vetting process, and wants to know if she should be charging for a consultation before the client signs onto a project. The San Francisco–based designer jumps in with advice on why vetting is a two-way interview, how charging for consultations can cloud your firm’s end goal, and what it means to embrace client rejection.This episode was sponsored by Four Hands. LINKSEmilie

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