Dear Alice 101: A Comprehensive Introduction to Alice Lane Interior Design

Podcast Information:

• Title: Dear Alice | Interior Design
• Hosts/Authors: Jessica Bennett (Jess) and Suzanne Hall
• Description: Dear Alice is an Interior Design podcast hosted by Jessica Bennett and Suzanne Hall, the creative minds behind Alice Lane Interior Design. The podcast delves into the high-end design and interior fashion world, presenting it through a lifestyle lens infused with wit and impeccable taste.
• Episode: Dear Alice 101
• Release Date: January 2, 2025

1. Welcome and Reintroduction

In the premiere episode, Jess and Suzanne set the stage for Dear Alice 101, a special episode aimed at newcomers and existing listeners curious about the origins and motivations behind their podcast and business.

Suzanne opens the conversation warmly:

[00:12] Suzanne: "Welcome to Dear Alice, a lifestyle approach to interior design."

Jess follows with enthusiasm:

[00:21] Jess: "Hi, everyone. Welcome to Dear Alice. We are going to be doing a fun episode called Dear Alice 101. This is for all of you that are new out there or also those of you that are wondering why on earth do we have a podcast?"

They humorously address their trio dynamic, including their third member, Corey, who joins later in the episode.

2. Services Offered by Alice Lane

Early in the episode, Suzanne highlights one of their key offerings:

[01:18] Suzanne: "One of the things that we have to offer is called our home furnishings design department. It's a complimentary service where our designers assist with space planning, selecting the right size rugs and furniture, and ensuring that your home's feel truly 'you.'"

Jess adds:

[02:27] Jess: "It's amazing. Please take advantage of it. It's such an amazing service."

This service aims to make interior design accessible without the financial barriers, allowing clients to furnish their spaces confidently.

3. Superpowers and Toxic Traits

To humanize themselves and connect with listeners, the hosts engage in a lighthearted discussion about their personal strengths and weaknesses.

Suzanne's Superpower:

[02:46] Suzanne: "My superpower is that I sketch better than I talk."

Jess praises her rapid sketching skills:

[03:15] Jess: "Suzanne sketches are so fantastic… It's her party trick, for sure."

Suzanne's Toxic Trait:

[04:55] Suzanne: "My toxic trait is I'm overly kind. I apologize too much."

Jess playfully remarks:

[06:25] Jess: "People tell me my teeth are too white."

Jess's Superpower:

[06:35] Jess: "I would say I'm a communicator. I love words and language. I love being as descriptive as possible to articulate design visions."

Jess's Toxic Trait:

[09:11] Jess: "My toxic trait is that I've had to develop the ability to make decisions quickly and explain them, which sometimes leads to hurting people's feelings because I'm trying to be more direct."

Corey shares his superpower and toxic trait:

[10:05] Corey: "My superpower is figuring things out. My toxic trait is being passive-aggressive."

These personal insights foster a relatable and authentic connection with the audience.

4. Background Stories of the Hosts

4.1 Jessica Bennett’s Journey

Jess shares her transition from advertising to interior design:

[12:47] Jess: "I studied advertising design at Utah State University and worked as an art director on several campaigns. My passion for design led me to interior design in 2002, starting with a corporate headquarters project."

She emphasizes the importance of mentorship:

[15:58] Suzanne: "Jess's ability to create a brand has been unique because she wasn't schooled in interior design but brought a fresh perspective from advertising."

4.2 Suzanne Hall’s Pathway

Suzanne recounts her educational and professional background:

[17:48] Suzanne: "I knew in high school that I wanted to do interior design. I earned a degree in interior architecture from Utah State University, completing internships in Scotland and Alabama, where I met my husband."

She highlights her commitment to technical skills:

[19:32] Suzanne: "Interior design is very intense and technical. I had to bury myself in my degree to master it."

4.3 Corey’s Creative Evolution

Corey discusses his passion for building and creativity:

[24:12] Corey: "I've always been interested in creating and building things. From dismantling a skateboard as a child to building furniture in high school, I've loved figuring things out."

He shares his early career experiences:

[26:03] Corey: "I started working at CR Doors building custom doors and later joined Alice Lane in 2013, bringing my knack for problem-solving to the team."

5. The Genesis of Alice Lane

The hosts delve into how Alice Lane was founded amidst economic uncertainty:

[29:30] Corey: "We started the story in 2008 when the economy was falling off the cliff. Interior design, especially brick-and-mortar, was a challenging business."

Jess explains the market gap they identified:

[30:09] Jess: "I saw a need for a more transitional, clean, and bright interior design offering in Utah, contrasting the prevailing Tuscan styles with heavy colors and textures."

The decision to invest heavily is highlighted:

[32:35] Jess: "We sold our house to take all the capital into Alice Lane because we saw the potential and the need to fulfill it ourselves."

6. Evolution and Expansion of the Business

Alice Lane has grown multifaceted over the years, addressing various market needs.

6.1 Home Furnishings Design (HFD)

Suzanne elaborates on the creation of HFD to complement their design services:

[41:25] Suzanne: "HFD was developed to handle individual room furnishings, allowing clients to allocate their entire budget to furniture without design service fees."

This service became a seamless extension of their core offerings, enhancing client satisfaction.

6.2 Product Development

Jess and Corey discuss their foray into creating proprietary products:

[45:07] Jess: "We decided to develop our own products to offer something original and avoid the price wars common in the market. Corey heads this special project, which involves designing, prototyping, and refining products over about two years."

This initiative allows them to fill gaps in the market and offer unique designs.

6.3 Online Store and Warehousing

The necessity of an online presence led to the creation of an e-commerce platform:

[42:00] Jess: "We launched elsanehome.com to cater to out-of-state customers, expanding our reach and adapting to the digital marketplace."

Corey expands on warehouse management:

[43:59] Corey: "We started with 5,000 square feet and recently signed on for a 72,000 square feet warehouse to handle increasing shipments and manage logistics efficiently."

6.4 Podcast Creation: Dear Alice

The podcast originated as a response to frequent customer questions and the hosts' desire to share their expertise.

[49:44] Jessica: "We started by answering design questions on social media, inspired by 'Carpool Karaoke.' When the 30-second answers weren’t sufficient, we realized a podcast was the ideal platform to provide in-depth insights."

This led to the birth of Dear Alice, aimed at demystifying interior design for a broader audience.

7. Vision and Philosophy

The hosts emphasize their commitment to personalized design and continuous improvement.

Suzanne shares:

[56:01] Suzanne: "Everything's figureoutable because we have the team. We strive to make things better, staying adaptable even after 17 years in business."

Jess adds:

[57:00] Jess: "We don't believe in gatekeeping. Interior design is a complex and emotional field, and we aim to provide free information, inspire, and help people create spaces that reflect their individuality."

This philosophy underpins all their services, from personalized design to accessible online resources.

8. Engaging the Audience

In wrapping up the episode, the hosts encourage listener interaction and feedback.

[60:02] Corey: "If you could leave us a five-star review on Apple Podcasts, it helps us grow and reach more people."

They also invite listeners to connect via social media:

[60:39] Jess: "Follow us on Instagram at @AliceLaneHome for store updates and @AliceLaneInteriors for design projects. We're also on TikTok as @Alanehome."

9. Conclusion

Dear Alice 101 serves as an in-depth introduction to Jess, Suzanne, and Corey, shedding light on their individual backgrounds, the genesis and growth of Alice Lane Interior Design, and the multifaceted services they offer. Through personal anecdotes, professional insights, and a clear passion for design, the hosts establish a strong foundation for what listeners can expect from the Dear Alice podcast.

Notable Quotes:

• [02:46] Suzanne: "My superpower is that I sketch better than I talk."
• [04:55] Suzanne: "My toxic trait is I'm overly kind. I apologize too much."
• [06:35] Jess: "I would say I'm a communicator. I love words and language."
• [10:05] Corey: "My superpower is figuring things out. My toxic trait is being passive-aggressive."
• [29:30] Corey: "We started the story in 2008 when the economy was falling off the cliff."
• [32:35] Jess: "We sold our house to take all the capital into Alice Lane because we saw the potential."
• [45:07] Jess: "We decided to develop our own products to offer something original."
• [56:01] Suzanne: "Everything's figureoutable because we have the team."
• [57:00] Jess: "We don't believe in gatekeeping. Interior design is a complex and emotional field."

This structure ensures that listeners gain a comprehensive understanding of Alice Lane Interior Design, the hosts' passions, and the valuable services they provide, all while maintaining an engaging and informative narrative.