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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

00:43:13

Alvin Wayne on making social media the bedrock of his...

Trade Tales ·

2025/12/31

Alvin Wayne spent years juggling a double career in luxury retail and interior design. But when the pandemic happened, he was hit with a realization: it was finally time to wholeheartedly pursue his passion for interiors. Now, he’s committed to crafting a firm that serves him best—between his penchant for shopping retail, his streamlined client vetting process and his growing social media presence, he’s using his exacting attitude to bring his business to new heights.LINKSAlvin WayneKaitlin

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00:36:52

Ask Us Anything: Erin Gates on clients who disrupt...

Trade Tales ·

2025/12/24

Erin Gates joins the show to answer a question from a designer trying to establish boundaries with clients who requested revisions too late in the design process. Gates offers advice on the importance of documenting client communication to keep all parties accountable, the value of setting expectations early and how charging hourly can protect a firm in cases of revision.LINKSErin GatesKaitlin PetersenBusiness of HomeThis episode was sponsored by Four Hands and Crypton.

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00:47:36

Richard Anuszkiewicz on launching a new creative studio

Trade Tales ·

2025/12/17

Richard Anuszkiewicz has been a rising star in the kitchen and bath industry since his design school days. He spent the better part of his career working within other design businesses—now, he’s starting a new era at the helm of his own. In this episode, he shares how he is developing professional extracurriculars outside of design, why he wants to be a chameleon for each client’s style, and why he evaluates his career goals every six months. LINKSRichard AnuszkiewiczKaitlin PetersenBusiness of

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00:43:45

Ask Us Anything: Ashley Hughes on how to level up...

Trade Tales ·

2025/12/10

Ashley Hughes joins the show to answer a question from a designer who is looking to reach the next level of clientele. Hughes, whose firm is based in Dallas, offers advice on the importance of auditing your existing clientele, how to create a rendering that reflects the client you want to attract, and finding the vendors that align with your ideal demographic.LINKSAshley HughesKaitlin PetersenBusiness of HomeThis episode was sponsored by Four Hands and Crypton.

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00:58:31

Lilse McKenna on building client confidence

Trade Tales ·

2025/12/03

Lilse McKenna honed her craft under some of New York’s top design talents before striking out on her own. She learned from the best when it comes to systems and processes, but as the leader of her own firm, she’s also left room for her own creativity to run wild. On this episode, she shares how she honed her firm’s aesthetic and what it takes to find clients who are looking for her creative voice.LINKSLilse McKennaKaitlin PetersenBusiness of HomeThis episode was sponsored by Universal and Joon

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00:49:07

Ask Us Anything: Live with Heather Fujikawa, Jean...

Trade Tales ·

2025/11/26

Designers Heather Fujikawa, Jean Stoffer and Grace Start joined host Kaitlin Petersen for a live episode of the show—recorded at the Four Hands showroom in Austin—to hear anonymous designer questions on topics like post-pandemic recruiting tactics, discussing price changes with clients in the era of tariffs, and expanding a firm’s client base to include out-of-state projects. The trio jumped in with advice on modeling your ideal work culture for new team members, staying level-headed in money

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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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149 results

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