Trade Tales: "Ask Us Anything: Ashley Hughes on How to Level Up Your Clientele"

Podcast: Trade Tales (Business of Home)
Host: Kaitlin Petersen
Guest: Ashley Hughes
Date: December 10, 2025

Overview

In this episode, Kaitlin Petersen welcomes interior designer Ashley Hughes for an "Ask Us Anything" session focused on breaking into higher-level clientele. The discussion begins with the story of a designer who feels stuck in a cycle of small, safe projects and seeks advice on how to transition to more exciting, creatively fulfilling, and higher-budget work. Ashley shares her journey and delivers actionable, honest recommendations on redefining your ideal client, showcasing your capabilities, revamping your business practices, and entering new, elevated markets.

Key Insights and Discussion Points

1. Starting Out: Saying Yes to Everything and Its Limits

• A young designer shares her experience of launching her firm by accepting every kind of project to build a portfolio but finds herself stuck in uninspiring, low-budget, conventional work ([00:51]-[03:23]).

• Quote:
  “I started out by taking on really any job that came my way and I sort of pigeonholed myself into these, like, lower budget projects… not exactly in my aesthetic or what I was looking to do.”
  – Anonymous designer ([00:51])

• She expresses a desire to move toward projects that match her personal creative vision.

2. Portfolio Challenges and the Power of Self-Initiated Work

• The designer admits most of her portfolio is “safe” and not reflective of her colorful, artistic background; she hasn’t invested in professional photography due to limited margins.
• She’s now working on her own home as a showpiece, hoping to use each room as portfolio material that truly represents her style ([02:22]-[03:09]).
• Quote:
  “I love painting, I love color... I want to do all the fun stuff and I just haven’t found the right people that also want to do the fun stuff.”
  – Anonymous designer ([01:56])

3. Ashley Hughes: Reaching the Next Level

• Ashley Hughes joins to share her perspective, having intentionally repositioned her firm to attract her ideal clients. She reflects on her growth since 2022, juggling residential and commercial work, and the importance of building a business on her own terms ([05:38]-[10:59]).
• Quote:
  “2025 will legitimately hold a special place in my heart. ...The accomplishment of, you know, making it happen without a safety net.”
  – Ashley Hughes ([08:42])

4. Ashley’s Early Lessons: Authenticity, Value, and Boundaries

• Ashley candidly admits she too took on all types of work at first, but her prior experience as a fundraiser helped her understand the value of her time and not be afraid to put a price on it ([11:36]-[12:10]).

• She shares industry wisdom:
  “Where you come into the market is where you will stay (as a product designer).”
  – Recalls a warning from a peer, underscoring the importance of positioning ([13:08])

• Ashley is grateful that in interior design, unlike product design, you can reposition yourself, but it takes concerted effort.

5. Practical Steps to Level Up Your Clientele

a. Rebrand and Realign Messaging

• Best time for change: Use slow business periods (like December) to recalibrate.
  “This is literally the absolute best time ... to switch it up, to raise the prices, to recalibrate and your voice.”
  – Ashley ([13:50])

b. Show Your Worth with Renderings

• If you lack a portfolio that excites you, create photorealistic renderings of your dream projects—projects you want to be hired for ([15:00]-[16:43]).

• Quote:
  “More often than not, clients can’t tell the difference between a rendering and a photo if it’s a really good rendering... There’s a ton of ways to show your work and your worth.”
  – Ashley ([15:15])

• Ashley suggests using Zillow listings to find aspirational rooms, rendering them, and showcasing those on your website and socials.

c. Gradually Raise Your Prices

• Don’t abandon all previous clients but start narrowing down which relationships and project types you want to continue into your new phase ([16:58]-[18:17]).

d. Define Your Ideal Client – Demographically & Psychographically

• Make a specific list: age, lifestyle, values—and the intangible qualities you want in a client, like strong communication ([18:17]-[21:37]).
• Quote:
  “I want to wholeheartedly work with the person who has been to therapy... At some point we’re going to disagree. ...I need to know that respect does not leave the room.”
  – Ashley ([18:23])

e. Authenticity Across All Channels

• Consistent voice and tone on all platforms. Let the real you come through, even with established outlets.
• Quote:
  “Every opportunity to be yourself is an opportunity for you to sign a new client.”
  – Ashley ([24:24])

f. Vendor Relationships & Using Your Own Home as a Showcase

• Audit your suppliers and partners—are they up to the elevated standard you want? Use your home (“the show house”) as a testbed; seek discounts or partnerships by pitching suppliers on content creation ([26:35]-[30:34]).
• Quote:
  “Brands are literally dying for fresh photography for their products... You can spend your dollars that you save elsewhere.”
  – Ashley ([30:34])

g. Invest in Professional Photography

• Build photo costs into your design fees, even for smaller projects—vignettes and execution matter ([26:35]-[30:23]).

h. Delegate and Systematize

• Don’t let admin and systems hold you back—consider hiring help to build internal processes so you can focus on creative work ([34:37]-[35:39]).

6. Getting in Front of the Right Clients

• Put yourself in spaces and events frequented by your target demographic (e.g., art fairs like Art Basel).

• Quote:
  “If I’m standing next to someone who is fully prepared to spend X amount of dollars on this piece of art, that person surely knows the value of culture... Put yourself in the room and see what kind of magic you can make.”
  – Ashley ([38:07])

• Research your ideal client’s world—what publications, events, or interests do they have? Can you contribute articles, attend events, or network in ways that put you in their orbit? ([35:39]-[40:50])

7. Best Advice Ever Received: Mastering Resilience

• Quote:
  “I give myself seven fails. If I fail seven times in one day, then sure, I get to have a bad day. ...But if I’m at three, two, six... get up and dust yourself off again. Where’s the solution?”
  – Ashley, paraphrasing Essence Ventures CEO ([40:57]-[42:05])

Memorable Moments & Quotes (with Timestamps)

• “I want to do all the fun stuff and I just haven’t found the right people that also want to do the fun stuff.” – Anonymous designer ([01:56])
• “The accomplishment of, you know, making it happen without a safety net.” – Ashley Hughes ([08:42])
• “Where you come into the market is where you will stay.” – Ashley quoting a peer ([13:08])
• “Render for the client that you’re looking to attract.” – Ashley Hughes ([14:41])
• “Every opportunity to be yourself is an opportunity for you to sign a new client.” – Ashley ([24:24])
• “Brands are literally dying for fresh photography for their products…” – Ashley ([30:34])
• “If I’m standing next to someone...who is fully prepared to spend X amount of dollars on this piece of art, that person surely knows the value of culture.” – Ashley ([38:07])
• “I give myself seven fails…then sure, I get to have a bad day.” – Ashley ([41:33])

To-Do List for Designers Ready to Level Up (Inspired by Episode)

• Reevaluate and redefine your ideal client’s profile
• Use renderings to build an aspirational portfolio
• Audit your messaging everywhere—website, social, bios—for authenticity and alignment
• List your favorite prior clients and what made those relationships work
• Reach out for partnerships or discounted products for showpiece projects like your own home
• Build professional photography into your fee structure
• Attend high-value events your target clients frequent
• Systematize your business and consider hiring out what you can’t do yourself
• Give yourself grace for mistakes—and keep moving forward

Final Encouragement

Ashley’s overarching message: Don’t be afraid to pivot. Use the “offseason” to reset, take bold steps to raise your standards, and authentically broadcast what you want to attract. Whether it’s through rendered dream projects or pitching yourself in new rooms, a designer’s best leverage is clarity and authenticity.

For more advice or to ask your own question, email Kaitlin at tradetales@businessofhome.com.

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