Trade Tales: Caroline Jidier on Setting Her Rates for the Clients She Wants

Episode Release Date: February 26, 2025

Introduction

In the February 26, 2025 episode of Trade Tales, hosted by Kaitlyn Peterson, Business of Home’s Editor-in-Chief, Kaitlyn delves into the strategic approach of Caroline Jidier, an accomplished interior designer transitioning from a successful law career. This episode, titled "Caroline Gidiere on Setting Her Rates for the Clients She Wants," offers a deep dive into Caroline's journey of nurturing creativity while establishing a financially stable and intentional design firm.

Caroline’s Background and Transition from Law to Design

Caroline Jidier begins by sharing her roots in Lawrence, Alabama, where her mother instilled a deep appreciation for interior furnishings and decorative arts. Despite her parents' encouragement to pursue a career in law due to the absence of professional decorators in their small town, Caroline found herself drawn back to design.

[03:28] Caroline Jidier: “I lived in a very, very small town in the South Lawrence, Alabama... My mother was a firm believer that if you had good taste, you didn’t need a decorator.”

After achieving success in her law career, including a move to Washington D.C. and making partner at a firm specializing in complex corporate and securities litigation, Caroline felt the pressure mounting and yearned for a creative outlet. The pivotal moment came when she collaborated with James Carter on her home’s construction, leading friends and acquaintances to seek her expertise in interior design.

[04:22] Caroline Jidier: “I knew that I could do it. I knew I’m smart enough, I’m good enough, and dog on it, people will like what I do when I do it.”

Building the Design Business: Early Challenges and Growth

With encouragement from her husband, Caroline took the leap into entrepreneurship by obtaining her business license and setting up her design practice. The initial phase involved working on small projects pro bono, which gradually led to paid opportunities as her reputation grew.

[04:33] Caroline Jidier: “He was like, you should do that. That is the Christmas that he packaged it all up... when I opened it, it’s time.”

The first significant project was both a learning experience and a confidence booster. Despite a major setback involving incorrect drapery measurements, Caroline managed to resolve the issue gracefully, reinforcing her belief in her ability to overcome challenges.

[07:10] Caroline Jidier: “I have to roll up my sleeves and figure it out. And the same friend... I insisted enough. And I finally got the number.”

Expanding the Team: From Solo Practitioner to a Thriving Firm

As demand for her services increased, particularly during the COVID-19 pandemic, Caroline realized the necessity of expanding her team. She hired her first assistant designer amidst the pandemic, which allowed her to double her workload and bring in fresh perspectives.

[12:45] Caroline Jidier: “It was Covid... almost two weeks later we got started and we worked until seven, eight o’clock at night, every night, five days a week.”

Today, Caroline's team includes two project managers, seasonal interns, and an office manager. This structure not only increases efficiency but also ensures that she can focus on high-level design decisions without getting bogged down by administrative tasks.

[15:21] Caroline Jidier: “Now what the job is, is project manager... We divide up the projects and then we have interns that seasonally assist.”

Setting Rates and Establishing a Sustainable Billing Structure

One of the episode's focal points is Caroline’s approach to setting rates that attract her ideal clients while ensuring the financial health of her firm. Drawing from her legal background, she emphasizes the importance of valuing her expertise appropriately.

[22:37] Caroline Jidier: “I was having my conversation with my now dearly departed mother... you have to price yourself for the client that you want.”

Caroline transitioned from solely applying markups to incorporating hourly and flat fees, allowing for greater transparency and flexibility based on project scope.

[25:04] Caroline Jidier: “It depends on the project... smaller things, we charge by the hour. Project based, we charge a percentage of the project budget. Yes, and a flat fee.”

This diversified billing approach empowers Caroline to manage projects more effectively and maintain autonomy over the design process.

Current Projects and Publishing Her Book

Caroline is currently juggling significant projects in Kips Bay, Dallas, and Palm Beach, aligning these endeavors with the launch of her upcoming book. Her participation in Kips Bay showcases her ability to deliver high-quality designs under tight deadlines, while Palm Beach projects allow her to target her preferred demographic with a colorful and traditional design aesthetic.

[33:35] Caroline Jidier: “I've really enjoyed it and I'm so proud of what we're doing. I think it's going to be so beautiful.”

Regarding her book, Caroline initially hesitated but recognized its potential as a comprehensive portfolio and a tool to elevate her brand’s credibility.

[38:32] Caroline Jidier: “Having a book for me is a great... just having a great portfolio that I can show range and what I'm capable of.”

Insights and Advice: Defining Success and Overcoming Challenges

Throughout the conversation, Caroline emphasizes the importance of intentional growth, client alignment, and maintaining a balance between professional ambition and personal well-being. She describes success as the ability to sleep well at night, free from anxiety, and being proud of her work.

[49:03] Caroline Jidier: “I define success as sleeping well at night and being proud of the work that I've done... honoring the people around you.”

Her key advice to aspiring designers is to adopt a solution-oriented mindset, believing that every challenge has a manageable resolution.

[47:35] Caroline Jidier: “I think I wish I had known from the get-go that everything has a solution.”

Conclusion

Caroline Jidier's journey from a high-powered litigation attorney to a respected interior designer exemplifies the power of intentional growth and aligning one's business practices with personal values. Her strategic approach to setting rates, building a capable team, and maintaining client relationships provides valuable insights for designers aiming to cultivate their own successful firms.

Notable Quotes:

• Caroline Jidier: “I knew that I could do it. I knew I’m smart enough, I’m good enough, and dog on it, people will like what I do when I do it.”
  [07:10]

• Caroline Jidier: “It’s incredible freedom... I'm the one who's making all the decisions, and I love that.”
  [19:08]

• Caroline Jidier: “I define success as sleeping well at night and being proud of the work that I've done.”
  [49:03]

• Caroline Jidier: “Everything has a solution. Things can seem like a crisis in the moment, but usually if you take a breath, you step back, you can figure just about anything out and make it work.”
  [47:35]

This episode of Trade Tales offers a masterclass in building a design firm with intention, financial savvy, and a steadfast commitment to quality and client satisfaction. Caroline Jidier’s story is an inspiring guide for designers seeking to define and achieve their own version of success.