Business of Home Podcast: Salveson Graham is Taking English Style to New Places

Release Date: August 4, 2025
Host: Dennis Scully
Guests: Nicole Salveson and Mary Graham of Salveson Graham

1. Introduction

In this engaging episode of the Business of Home Podcast, host Dennis Scully sits down with Nicole Salveson and Mary Graham—the dynamic duo behind the acclaimed British design studio Salveson Graham. Established in 2013, their firm has garnered a reputation for crafting English interiors that blend traditional charm with a modern, approachable aesthetic. This conversation delves deep into their journey, exploring their unique approach to design, business strategies, and the evolution of their brand.

2. Beginnings of Salveson Graham

Dennis initiates the discussion by reflecting on the vision Nicole and Mary had when launching their firm.

Mary Graham [03:09]:
"We knew right from the beginning that we wanted to make this a really proper, successful business. And we've touched upon before this idea that creativity and business acumen are not mutually exclusive."

Mary recalls their initial business plan and their ambition to grow strategically without being overly aggressive. Nicole adds that their early goals were to work on stellar projects and build a supportive team, hinting at their eventual expansion into product lines.

3. Differences Between American and British Clients

A significant portion of the conversation is dedicated to contrasting the nuances between serving American and British clientele.

Mary Graham [05:54]:
"The interior design business in the UK is much more in its infancy than it is in the States... We find the understanding that I think an American client brings to a project really refreshing."

Mary appreciates that American clients often come with prior experience working with designers, making the collaboration smoother. In contrast, many UK clients are new to the design process, requiring Salveson Graham to educate them while decorating their spaces.

Nicole emphasizes the importance of professionalism and the high level of service they provide, distinguishing their work from the more casual "one-man band" decorators.

Nicole Salveson [07:49]:
"You have to differentiate yourself from those... and clients are much more willing to talk about the financial side of it now."

4. Building a Unique House Style

Dennis brings up the concept of a "house style" and its significance in establishing brand identity.

Both Nicole and Mary express no reservations about having a distinct style, viewing it as a hallmark of their work rather than a limiting factor.

Mary Graham [16:33]:
"People will come to us and say, I could just tell that was Salveson Graham. It just had your sort of hallmark on it."

They share anecdotes illustrating how their signature style is recognized by clients and even family members, reinforcing the strength and consistency of their brand.

5. Importance of Partnership

The strength of Nicole and Mary's partnership is a central theme, highlighting how their deliberate and thoughtful collaboration has sustained their business over the years.

Mary Graham [27:05]:
"When one person is anxious about something and the other isn't, we help solve those problems together."

They liken their partnership to a marriage, emphasizing constant communication and mutual support, which has been vital in navigating the challenges of running a business together.

6. Growing Through Product Lines and Collaborations

Transitioning from purely interior design services, Salveson Graham ventured into product lines to maintain visibility between project completions.

Nicole Salveson [11:32]:
"We started to dip our toe into product after about five years, I think, of the business."

Collaborations, such as their furniture line with David Seyfried, provided tangible products for clients and the press to engage with, bridging gaps in their portfolio and expanding their brand presence.

7. Challenges of Running Dual Businesses

Managing both interior design services and a growing product line presents unique challenges.

Mary Graham [39:11]:
"Product and service are two entirely different things... having that balance of the two provides stability."

They discuss the complexities of scaling both sides, emphasizing the need for strategic planning and dedicated teams to handle each aspect effectively.

8. Media Presence: Print vs. Social Media

Nicole and Mary explore the balance between traditional print publications and modern social media platforms in building their brand.

Mary Graham [44:05]:
"Magazines take a long time to publish projects, so you need to make that call... or send it out to the world via social media."

While print media offers prestige and longevity, social media provides immediate feedback and broader reach. They utilize both to validate client decisions and maintain a steady presence in the industry.

9. Expansion into the US Market

A significant focus is on their strategic expansion into the US, leveraging multi-line showrooms to navigate the vast and varied American market.

Nicole Salveson [50:19]:
"We work with showrooms like James in Dallas and Houston, and Temple in New York... their support is invaluable."

Mary adds that understanding regional differences in the US is crucial, and partnering with knowledgeable showrooms helps tailor their products to diverse client preferences.

10. Learning from Past Employers

Both founders credit their formative experiences working under legendary decorators for shaping their expertise and style.

Mary Graham [56:28]:
"I learned everything I know about antiques from Cindy and developed a real passion for them."

Nicole reflects on her time with Nina Campbell, noting the importance of resilience and reinvention in maintaining a strong design ethos.

Nicole Salveson [59:28]:
"Nina taught me to work hard and support others... her ability to reinvent herself while maintaining her decorating ethos was inspiring."

These mentorships provided them with invaluable hands-on experience, deepening their understanding of design and business operations.

11. Publishing Their Book: A Milestone

The release of their book serves as both a milestone and a reflective tool for Salveson Graham.

Mary Graham [35:27]:
"Preparing the book was cathartic and allowed us to take a step back and think about what's next."

Nicole views the book as a fresh perspective on English interiors, showcasing their evolution and versatility.

Nicole Salveson [32:08]:
"We wanted to explore moving away from the historical view of English interiors as only grand estates... creating a product that leaves a lasting impression."

The book not only highlights their projects but also reinforces their brand identity and design philosophy.

12. Balancing Creativity and Business Demands

Balancing the artistic side of design with the practicalities of running a business is a recurring challenge.

Mary Graham [62:08]:
"Work is relentless. Finding time for creativity is crucial because it's what clients are paying us for."

Nicole echoes this sentiment, emphasizing the need to carve out time for inspiration and design amidst constant client and project demands.

Nicole Salveson [65:40]:
"We have to consciously carve out time to reconnect with inspiration that isn't being fed to us digitally."

They advocate for traditional methods of inspiration, such as visiting design centers and reading books, to foster creativity.

13. Future Plans and Legacy

Looking ahead, Salveson Graham is focused on sustaining and growing both their service and product sides while contemplating their legacy.

Mary Graham [50:19]:
"We are starting to think about the longevity of our brand and how to make sure it's not entirely reliant on us."

They discuss strategies for ensuring the continued success of their product line and maintaining their brand identity as they evolve.

14. Conclusion

As the conversation wraps up, Dennis praises their achievements and anticipates their future endeavors, particularly their expansion into the US market and the ongoing development of their product line.

Nicole Salveson [67:03]:
"Thank you so much for having us. It feels like part of our reflection and growth stages."

Mary Graham [67:14]:
"We're very grateful to be part of this conversation and share our journey."

Notable Quotes with Timestamps

• Mary Graham [03:09]:
  "We knew right from the beginning that we wanted to make this a really proper, successful business."

• Nicole Salveson [05:04]:
  "It was in a different time when creativity and business acumen were seen as separate."

• Mary Graham [16:33]:
  "People will come to us and say, I could just tell that was Salveson Graham."

• Mary Graham [27:05]:
  "When one person is anxious about something and the other isn't, we help solve those problems together."

• Mary Graham [35:27]:
  "Preparing the book was cathartic and allowed us to take a step back and think about what's next."

• Mary Graham [62:08]:
  "Work is relentless. Finding time for creativity is crucial because it's what clients are paying us for."

Final Thoughts

Nicole Salveson and Mary Graham's journey with Salveson Graham exemplifies the blend of creativity and strategic business planning necessary for sustained success in the interior design industry. Their emphasis on maintaining a distinct style, fostering strong partnerships, and diversifying their business through product lines offers valuable insights for aspiring designers and entrepreneurs alike. This episode not only highlights their professional accomplishments but also underscores the importance of resilience, continuous learning, and adaptability in the ever-evolving world of interior design.