The Chairish Podcast: "Designing Your Future: Should You Launch Your Own Firm?"
Release Date: November 12, 2024
Host: Michael Boodro
Guests:
- Tara McCauley, Founder of Tara McCauley Interiors
- Michael Capuano, Founder of Michael Capuano Design
- Claire Ratliff, Co-founder of Henry Street Design
Introduction
In this insightful episode of The Chairish Podcast, host Michael Boodro delves into the challenging yet rewarding journey of launching an independent interior design firm. He is joined by three accomplished designers—Tara McCauley, Michael Capuano, and Claire Ratliff—who have recently transitioned from prominent positions within esteemed design firms to establishing their own practices. The discussion centers around their motivations, strategies for acquiring clients, navigating the business landscape, and personal growth as entrepreneurs.
Motivations for Starting Their Own Firms
Tara McCauley shares her longstanding aspiration to lead her own firm, highlighting her desire for creative autonomy.
"I’ve always wanted to be my own principal... It just felt like time was right" (03:44).
Her decision was also influenced by financial stability and the support of her mentor, Nick Olson.
Claire Ratliff emphasizes a personal yearning to return to her roots in Austin, Texas.
"I wanted to get home to Austin... I was ready to make the move home" (03:54).
Her partnership with Amanda Darnell provided the necessary reassurance and collaborative spirit to embark on this venture.
Michael Capuano points to lifestyle changes post-COVID and the desire to reduce commuting as key factors.
"I felt confident that I had enough experience to justify leaving the city" (05:02).
Purchasing a home in Reading, Connecticut, also played a pivotal role in his decision to establish his own firm.
Securing the First Clients
Tara McCauley leveraged her existing professional network, benefiting from her time with Nick Olson.
"I had my apartment photographed and it was published by New York Magazine" (06:05).
She also gradually took on smaller projects outside her primary employment, ensuring a smooth transition without impacting her previous firm.
Claire Ratliff relied on strong mentorship and word-of-mouth referrals from her former employer, Ellie Coleman.
"Ellie has sent some other jobs our way... Building relationships is crucial" (07:44).
This network provided a steady influx of meaningful projects as they launched their business in Austin.
Michael Capuano started with personal projects, such as renovating his own home, which led to referrals through his contractor.
"My contractor recommended me to some of his clients... It just sort of grew from there" (09:14).
This organic growth laid a solid foundation for his client base.
Developing and Evolving Design Aesthetics
Tara McCauley discusses the natural evolution of her aesthetic, influenced by her collaboration with Nick Olson.
"Our aesthetics were very well attuned to one another... It’s been a natural process" (10:40).
Her approach remains collaborative, ensuring each project uniquely reflects the client's taste.
Michael Capuano draws from diverse experiences with various high-end designers, fostering a versatile design repertoire.
"I can pull from all three [designers] to develop my own aesthetic" (13:22).
He appreciates traditional elements while embracing modern influences, allowing for a well-rounded design style.
Claire Ratliff integrates classical foundations with contemporary elements, adapting her style to the Texan market.
"We can do anything... It has helped develop our design vocabulary" (13:30).
Her experience in New York equips her to tailor designs that suit the unique Texan environment and budget considerations.
Navigating the Business Side of Design
Tara McCauley reflects on the multifaceted responsibilities of running her own firm, from administrative tasks to client management.
"You are handling 100% of everything 24/7... Establishing clear boundaries is essential" (15:32).
She emphasizes the importance of building a respectful client-designer relationship to foster mutual trust and collaboration.
Michael Capuano embraces the business aspects, having honed these skills while at David Kleinberg's office.
"I spent just as much time honing my skills, doing that as I did the creative side" (17:04).
His proactive approach to business management has been a cornerstone of his successful transition.
Claire Ratliff values the back-office support she received from her previous firm and underscores the importance of proper bookkeeping.
"Hiring a really good bookkeeper... took so much stress off of us" (18:25).
Adopting efficient systems early on has allowed her and Amanda to focus more on design rather than administrative burdens.
Building and Maintaining Vendor Relationships
All three guests report positive interactions with vendors, attributing their success to the strong professional networks established during their tenure at larger firms.
Claire Ratliff shares her experience with generous and supportive vendors, particularly during collaborative projects like the Kips Bay Show House in Dallas.
"People have been so generous and supportive... Vendors want to see young firms do well" (20:25).
Michael Capuano highlights the camaraderie among vendors in New York, which extends to his independent practice.
"They’re more like friends than they are vendors... It’s a huge motivator" (20:56).
Tara McCauley found mentorship and practical advice from her mentor, Nick Olsen, on handling vendor relationships effectively.
"He put me in touch with Wendy Goodman... using your own apartment as a portfolio" (06:05).
Leveraging Social Media for Growth
Tara McCauley primarily utilizes Instagram to showcase her portfolio and engage organically with potential clients.
"Instagram has been very helpful... It feels really organic" (21:53).
Michael Capuano admits that social media is not his forte, relying instead on well-orchestrated photo shoots to represent his work.
"Social media is not my forte... Everything is staged" (23:41).
Claire Ratliff acknowledges the importance of social media and credits her partner, Amanda, for managing their online presence.
"It helps with vendor relationships... Amanda's much better at it than I am" (25:03).
The guests agree on the significance of maintaining a robust social media presence, albeit with different levels of personal involvement and strategy.
Lessons Learned from Previous Roles
Claire Ratliff emphasizes the importance of maintaining polite and professional relationships with vendors.
"Always respond and say thank you... It ensures they’re always there to help you" (28:36).
Michael Capuano discusses the value of hands-on collaboration with custom upholstery workrooms to enhance product quality.
"Getting your hands deep in that makes a difference" (29:36).
Tara McCauley highlights the necessity of managing scope creep by setting clear contractual boundaries.
"I'm building into my contracts an hourly estimate... It's a healthy boundary" (30:58).
These lessons underscore the blend of interpersonal skills and business acumen essential for running a successful design firm.
Unexpected Surprises and Challenges
Michael Capuano notes the shift from high-budget, large-scale projects to more modest endeavors, adjusting expectations accordingly.
"Getting projects that are living room refreshes has been an eye opener" (36:40).
Tara McCauley talks about transitioning from a collaborative role to being the sole decision-maker, which required building confidence.
"I am still getting used to being the decider... It’s the fun part of my job" (37:17).
Claire Ratliff encountered clients wanting to replicate famous designers’ work, necessitating a balance between inspiration and originality.
"Clients wanted to recreate other designers' work... Striking that balance was challenging" (38:29).
These experiences highlight the adaptability and resilience required to thrive independently.
Advice for Aspiring Designers
Claire Ratliff advises aspiring designers to take a leap of faith while ensuring their business foundation is solid.
"Set up bookkeeping and software properly... It’s very hard to go back" (42:17).
Tara McCauley emphasizes financial preparedness and cautions against underestimating the time and resources needed to sustain a new firm.
"Don’t start before you’re ready... Make sure you have cash reserved" (42:50).
Michael Capuano stresses the importance of confidence in presenting and defending one’s design ideas independently.
"Be able to explain your ideas without looking for approval... That was my aha moment" (43:57).
Their collective wisdom centers on financial prudence, confidence, and strategic planning as pillars of success in launching an independent design practice.
Conclusion
The episode concludes with Michael Boodro commending his guests for their valuable insights and encouraging aspiring designers to heed their advice. The guests' experiences underscore the blend of creativity, strategic business management, and resilience necessary to successfully transition into independent interior design.
Notable Quotes:
- Tara McCauley (03:44): "It just felt like time was right."
- Claire Ratliff (07:44): "Building relationships is crucial."
- Michael Capuano (17:04): "I spent just as much time honing my skills, doing that as I did the creative side."
- Tara McCauley (06:05): "Using your own apartment as a portfolio is a great way to create an instant portfolio."
- Claire Ratliff (28:36): "Always respond and say thank you... It ensures they’re always there to help you."
- Tara McCauley (30:58): "I'm building into my contracts an hourly estimate... It's a healthy boundary."
For more episodes and insights, visit cherish.com.
Timestamps
- 03:44
- 07:44
- 09:14
- 10:40
- 13:22
- 15:32
- 17:04
- 18:25
- 21:53
- 23:41
- 25:03
- 28:36
- 29:36
- 30:58
- 36:40
- 37:17
- 38:29
- 42:17
- 42:50
- 43:57
Note: The timestamps correspond to specific moments in the transcript for quick reference to the respective discussions.