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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

00:57:10

Why Ariel Okin believes all clients deserve...

Trade Tales ·

2025/11/19

Ariel Okin’s early look at the industry inspired her to structure her business with a clear separation of the creative and operations teams. She also built a media empire, complete with a digital platform, a podcast and in-person events for design enthusiasts. On this episode, she shares how she stays open to new ideas, what it means to be a leader, a new experiment with delegating, and how writing her first book shaped her outlook about the firm’s next decade.LINKSAriel OkinKaitlin PetersenBusiness

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00:31:26

Ask Us Anything: Jenna Chused on rising prices in the...

Trade Tales ·

2025/11/12

Jenna Chused joins the show to answer a question from a designer who is looking for help when it comes to communicating with clients about tariffs. Chused, whose firm is based in Brooklyn, jumps in with advice on why she’s shifted her sourcing approach to shield her business from price volatility, how tariffs show up on her firm’s invoices and how early budget discussions prevent sticker shock further along in the design process.LINKSJenna ChusedKaitlin PetersenBusiness of HomeThis episode was

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00:53:36

How Dan Mazzarini built a firm that benefits from a...

Trade Tales ·

2025/11/05

Dan Mazzarini kicked off his career working in retail design before stepping into residential and hospitality work. Today, clients hire his firm for all three—leading to a diverse project mix that keeps his team freshly inspired. On this episode, he shares how he used his firm’s recent rebranding as a team-building opportunity, the one question he uses to kick off every project and how he’s talking to clients about the economics of design in today’s climate.LINKSHouse SprucingKaitlin

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00:49:46

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

Trade Tales ·

2025/10/29

Anissa Zajac joins the show to answer a question from a designer who is looking to scale her business by expanding into new markets. Zajac, whose firm is based in Indianapolis, jumps in with advice on the importance of setting clear expectations with clients from the outset, establishing in-person touchpoints at key moments in the design process, and the remote project management tools that keep all team members on the same page.LINKSAnissa ZajacKaitlin PetersenBusiness of HomeThis episode was

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00:46:00

Heather Fujikawa on always putting the business first

Trade Tales ·

2025/10/22

Heather Fujikawa quickly realized that she wanted her firm to be about more than herself, and built up a team early on so that her budding design business could grow exponentially. The secret, she says, is a work environment specifically designed for each employee to thrive.LINKSHouse SprucingKaitlin PetersenBusiness of HomeThis episode was sponsored by Joon Loloi and Serena & Lily.

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00:46:28

Ask Us Anything: Noz Nozawa on how to find the best...

Trade Tales ·

2025/10/15

Noz Nozawa joins the show to answer a question from a designer who’s finding it difficult to expand her team. Nozawa, whose firm is based in San Francisco, jumps in with advice on the value of investing in a professional recruiter to find top talent, how to gauge a candidate’s design passion in the interview process and why it’s essential as principal to set the firm’s standards for boundaries and communication.LINKSNoz NozawaKaitlin PetersenBusiness of HomeThis episode was sponsored by Four Hands

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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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143 results

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