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Trade Tales
Heather Fujikawa on always putting the business first
00:46:00
Heather Fujikawa on her designer-client matchmaking process, what it takes to diagnose and solve the firm’s bottlenecks, and the value in handing control over to a leadership team.
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- [00:02]
Heather Fujikawa
You have to empower your team and trust them. They then get to go be the creative. They then get to go have more creative control, be themselves, use their talents, grow and have a career in your company. Don't be scared to give that to them.
- [00:23]
Caitlin Peterson
Hi, I'm Caitlin Peterson, the editor in chief of Business of Home. Welcome to Trade Tales, where I'll be talking to interior designers about the challenges, pivots and perspective shifts that come with growing a design firm. My hope is that you hear your own why echoed in these stories or an idea that sparks your own breakthrough. I hope it helps you realize that even when entrepreneurship feels lonely, you're not alone. My guest today is a designer who built up a team early on so that her firm could grow exponentially. The secret to scaling, she says, is a work environment specifically designed designed for each employee to thrive. I can't wait to share it with you, but first quick word from our sponsors. This podcast is sponsored by June Laloy from the family behind Laloy Rugs, June Laloy builds on more than two decades of industry expertise, expanding into furniture, lighting, decor and of course, more rugs. The company is driven always by a mission to deepen the relationship to home. If you know Laloi rugs, you know that they lead with quality craft, thoughtful design and top tier service to the trade. And it should come as no surprise that Junelloy follows suit. As a qualified member of the Juneau Trade Program, you enjoy exclusive benefits that make doing business a breeze, including special pricing and priority support. Visit juneloi.com to explore the collection and sign up for a trade account today. That's J-O-O-N L O L-O I.com this podcast is also sponsored by Serena and Lily. Serena and Lily's trade program offers designers exclusive access to their high quality collections, including customer's own material, custom size upholstery and a dedicated support team for seamless end to end collaboration. Other Trade member benefits include the best pricing, fast complimentary swatches, competitive lead times and extended returns throughout the year. Serena and Lily Trade members also receive additional discounts and free white glove delivery offers on the company's Benchmade furniture and decor. Visit serenaandlily.com tradetales to become a member today.
- [02:59]
Heather Fujikawa
I'm so blessed because my mother is a very talented interior designer. So I literally got put in the front seat of her car, you know, holding accessories, pillows everywhere and I was her little worker bee that she so thankfully took me along on the ride of her design career. I definitely knew I would probably start a business because I remember at age 7, doing a lemonade stand with my twin sister and my best friend Irene, and we were saving up our money to buy matching outfits for the first day of school. Like Gap. There is something. It just feels so fun to, like, build a business, earn money, and do something with it.
- [03:37]
Caitlin Peterson
That's Heather Fujikawa. After college, she stayed true to her entrepreneurial roots, teaming up with her twin sister to launch a fashion accessories line. The brand was a hit. But before long, a major move with her husband prompted Heather to rethink her goals.
- [03:54]
Heather Fujikawa
I remember thinking, what do I really want to do? Like, I just happened to start this accessory business and it took off and I'm like, okay, I better really be intentional of what I want. At that point in time, Tyson and I moved abroad to Italy. I really poured a lot into design and slow living in Italy and all of these things and quieted down on the business because it was hard to fly back and forth. We did start posting photos of our home in Italy. We accidentally, somehow lived in a count's palace in one of his flats. And it was so incredible. It was so fun. Anyway, we started posting that, that international press behind it, and at that point I'm like, okay, I think I want to do design.
- [04:31]
Caitlin Peterson
The experience of living abroad had rekindled Heather's passion for design. But she had a different focus when her husband's job moved them back to Dallas. Growing her family after a long IVF journey, the birth of her first child prompted Heather to push pause on her entrepreneurial dreams.
- [04:51]
Heather Fujikawa
I remember holding my newborn and just having these big dreams about design and just being like, I know I could do this. And I just remember a stop sign just like, stop. Just enjoy this moment with this baby right there. And so I did. I just got to celebrate this baby. We finally got in our arms. I never put him down for like a year. It was just magic to me and my husband. And then at that point, we did an IVF round again. Got twin baby boys. In the midst of those babies, we decided to build our semi custom home in Dallas. And so I was pouring all my design into that home, which then became. Became the showroom for the business we launched, which was Heather Fujikawa Design. And that's when I started picking up more clients. It bloomed into a TV show called Design Twins. We did that with my husband and my twin sister and her husband. They came to Dallas, lived with us for seven weeks, where we had six kids, ages 7 and under, living under one house, making it happen for all these clients across Dallas. And it was something I'll never forget was it was hilarious and fun and joyful and crazy. Gave us a huge platform to play off of, had a client list waiting, and that's what really launched it into an exponential launch.
- [06:01]
Caitlin Peterson
So much of Heather's success comes from looking at her design business as a business first. I wanted to talk to her about how she matches each client with the designer in her firm, what it took to diagnose and solve the business's bottlenecks, and the value she's found in handing control over to a leadership team. Let's start by talking about the name of your firm, because you've been through a few business names. You started as Heather Fujikawa Design, relaunched the business with your husband Tyson as Habitat Studio, and finally rebranded as House Bruising, which is how I know you.
- [06:41]
Heather Fujikawa
Yes.
- [06:42]
Interviewer/Host (possibly Caroline Burke)
What was it that made you want.
- [06:43]
Caitlin Peterson
To move away from your own name?
- [06:46]
Interviewer/Host (possibly Caroline Burke)
And what did it take to.
- [06:48]
Caitlin Peterson
To find the right fit to find the name that really defined the business you were building?
- [06:52]
Heather Fujikawa
It started Heather Fujikawa Design, and then I was like, whoa, this is bigger than one person. This is bigger than Heather Fujikawa. And after Design Twins, Joyful Living, which was the brand that we did with a TV show, we had our three babies, and we had one more IVF baby girl that we were pregnant with, and we had a whole line of clients that were just waiting across the country. And I remember just saying, it's not the right time. I'm like, finally have my baby girl in my tummy. And Tyson lost his job.
- [07:24]
Interviewer/Host (possibly Caroline Burke)
Oh, my God.
- [07:25]
Heather Fujikawa
And he is just the most incredible. Like, gosh. I mean, his career was so wild. He had conducted business in over 50 countries, a VP at a very young age, just incredibly successful. And so for him to lose his job was just such a shock for our family. We're like, whoa, didn't see that coming. So I remember him just looking and searching, like, what do I want to do next in my career? You know, he had gone, had a great career so far, 10 years in, and he's just like, we gotta do this business. Like, I'm trying to find what to do next, and it's right in front of our face with a waiting list. And I remember just thinking, no. Like, I was absolutely not wanting to do it at all. I'm like, no way. You know, it was once again. So our thing is, we built our business and our babies, our family at the same time, you know, because being pregnant and really going for it, we launched our Company that we, that you're going to laugh and everyone should. It was called Habitat Studio. And so I'm laughing because, like, name change once again, you know? Yeah. And so we launched Habitat Studio September 2019. And that was when I was what, eight, six, seven months pregnant with our last, with our, with our baby girl. So we launched that, had a great launch party and then we started just hiring, hiring, hiring. The demand was so big and it was so exciting. And Tyson, I don't even know how he did it, but he, he did a full time job and then he worked tirelessly, like morning, night, lunch breaks, you know, to help build and scale with all of his talents. And so that was a big moment for us when we made that decision.
- [09:04]
Interviewer/Host (possibly Caroline Burke)
From that moment, you know, you said you, you launched with this wait list and you started hiring pretty quickly.
- [09:09]
Caitlin Peterson
Who were you hiring for or what.
- [09:12]
Interviewer/Host (possibly Caroline Burke)
Were you like, what roles were you trying to fill right off the bat?
- [09:15]
Heather Fujikawa
Well, my hands were full at that point. The need was top talent designers that had big vision and wanted to take a chance on us. We were also hiring incredible marketing person that could celebrate the wins that had happened so far and then build new things along the way to keep building the brand. Yeah. So our first hire was a content creator, our marketing guru. She's gold to me and she has given me so much life in the sense that she brings solutions and hard work and all of her smarts and then, and she, she makes me better and the company better. And that's how you hire, is you find people that are better at things than you are and you celebrate it. You tell them, you rock, you're better than me, go do your thing. I am here to support you. And they, they come on and you just watch them fly.
- [10:09]
Interviewer/Host (possibly Caroline Burke)
I mean, so many people that I talk to really kind of are in the trenches on their own for a while before they start scaling. And you started hiring really right out of the gate. How do you think that's shaped the way that you're able to work, the way that you're able to delegate and kind of the opportunities that your business has had?
- [10:30]
Heather Fujikawa
Yeah, I mean, I think Tyson brought a lot of that on board because he's such a businessman, such a successful businessman. So he knows you gotta have a team, you have to have more brains in the room is better than one. More ideas, more opinions. And then he also was able to financially support early hires. Before you have money in the bank, you're gonna have to take that risk. But, you know, meeting people, Tyson's incredibly Talented at finding new hires and vetting people. And that was part of what he did in his career, is finding talent and so finding talent with our team. Our first designer hire, what a gift she is. She's still with our company, bless her heart. She has helped build this company, as have so many amazing team members that have been on for so many years. They have helped build this thing with us. It has not been a solo approach at all. And then anyone that's come and gone, we're so thankful for them because they have been a part of the journey for however long. They have shared their talents and they've made impact.
- [11:31]
Interviewer/Host (possibly Caroline Burke)
What does the team look like today? How many are you?
- [11:36]
Heather Fujikawa
There's like a solid 9 to 10 of us that are your day to day and some are full time for what they can do as in like moms and also contractors. And they're just making it all work with like young babies and things like that. And I just think they're just incredible to juggle it all. And then we have some part time contractors, a few as well. So, you know, it's usually like 9 to 15 if you're counting everyone involved in the business, from my amazing PR guru, who's been a lifelong friend and amazing contractor for years, to, you know, someone full time.
- [12:10]
Interviewer/Host (possibly Caroline Burke)
What's a full plate look like for that team?
- [12:14]
Heather Fujikawa
Um, okay, so this is always one of those shocker ones. We can run 60 to 120 clients at a time and we are in over, been in over 25 states and worked with in, in Canada too. So we have a very full plate. We move fast. We work so hard at H, we call HS internally. The more work we can get, the more we can support these amazing, talented people that come on board and keep their plates full so that people have job security. So that's been our approach is just take it on. And also we want to help people that reach out, whether it's big or small. Not all of those are our, you know, three year custom home, A to Z, Florida, you know, beginning to finish type of clients. Some may be one room design, so maybe a styling we took on and all of a sudden we're doing, you know, the fourth, fourth furnishing room in their, in their home.
- [13:07]
Interviewer/Host (possibly Caroline Burke)
So many firms stop taking those projects as they, you know, find success, gain momentum. They're just looking for the big great jobs. Why haven't you taken that approach?
- [13:22]
Heather Fujikawa
First of all, I can't say no. So many times in my life I've learned how to say no more. I really have and try to prioritize what you say no to. You know, that comes with age. But we love helping people. We. No matter your budget, you deserve some help.
- [13:38]
Interviewer/Host (possibly Caroline Burke)
Yeah.
- [13:39]
Heather Fujikawa
If you have questions, we sure hope we're answering them on our Instagram, on dms, on our blog. We try to create content that's valuable to people and then if someone inquires personally whether they come into our showroom as a walk in, they walk in one day and we can help them in person or if they are literally last night I'm helping choose paint colors as I walk out of the elementary school we were decorating for some third graders. Big day today for a fun little thing they had. And I'm helping choose paint color and giving some tile selections I'm going to drop off to some friends. Like whether they're a client or not, we want to give value. And then if someone is willing to, you know, wants to be an actual client and pay, then we do try to find a way to help them or to point them in the right direction. If we can't help them with their budget, we usually help them in, have them come in. Let's do a shop and style walk around the showroom with one of our talented designers and give you some information that way that's not counted as like our client number I just gave you. But we just have a hard time saying no. Everyone deserves a home they're proud of and that they can find tools and resources to help them fill their home. So I think it's kind of our on our heart and all of our teams like that too. They want to be help, you know, they want to be helpers. So but sometimes your, your heart or your things that are natural about you turn into your power. And so it's actually turned into a power for us where we know how to run small to big projects and how to be profitable. I think that's where really great leadership comes in. So Tyson does our project management and he's able to lead those projects with our talented team and they're able to get into those projects and, and win in any amount wins. Some wins look different than others, but they all go together to make an annual profit for your year. And so we're following, you know, how to onboard a client quickly. And like our sales team is getting a lot of questions ahead of time to set our designer up for success to go right into that first meeting. So and then how you make it profitable, you know, you have to watch your numbers. You have to understand where things are Going tariffs, what type of products you want to move and sell. Put a lot of power play behind those products. So people see them as a signature, HS items, or signature, whatever your company is, items that they're going to say quickly yes to. Because maybe there's a lot of Instagram power behind that item, or you're very passionate about it. So what you have to do then is you have to empower your team and trust them. Yeah, you have to trust them. And the most beautiful thing that comes out of that whole thing, if you trust your team and you give them wings to fly, they then get to go be the creative. They then get to go have more creative control, be themselves, use their talents, grow and have a career in your company. Yeah. And you want that for them. Don't be scared to give that to them. It will free up your life. It will make their life more joyful and fulfilled because they'll be able to use more of their capability. And then you get to be the cheerleader saying, go, girl. You're amazing. I'm inspired by you. I love what you did. I'm so proud of you. Thank you for all you do. And then the client is asking for that signer, not for you, you know, and so that's a hard space, though. It takes humility, it takes desperation sometimes. Like, I was desperate. Tyson and I were desperate. But the beauty that can come out of that, I mean, is that desperation.
- [17:17]
Interviewer/Host (possibly Caroline Burke)
Which turned into trust and empowerment of your team. What also inspired rebranding kind of saying, okay, this business shouldn't be named after me. It needs to be named in a different way to sort of reflect the whole.
- [17:31]
Heather Fujikawa
Absolutely, yes. Originally, we launched the design business as Heather Fujikawa design. It was 2016. A lot of the trend of branding then was using your name. And I know it still is, and it's a beautiful way. I think it's incredible. But I remember hearing some advice, some sage advice from someone that had branded with their name, and they said, the problem with branding with your name is they're always going to want you. And that scared me so bad because I knew the life that I was building over on the home front, and I knew that wasn't possible, and I didn't want to disappoint anyone. And I also didn't want to have a situation where people that were working for us didn't feel. Felt like they were working for a person versus an organization that they're helping build, because I want people to feel empowered that they're building something we didn't Build this alone. We build with our talented team, right? So. So at that point, I was like, okay. That's when we switched to Habitat Studio. And then what happened with Habitat Studio? It was so successful out of the gate. We're super grateful. We had that wait list from the TV show that we did with my twin sister that was so fun, but it sounded too much like Habitat for Humanity. And so people were inquiring, asking for free design services. Like, actually they wanted us to help them, you know, with their home and these tragic stories I wanted to help with. Of course my heart wanted to help these people. But, like, our business branding was confusing and it was such a cute brand, but after about nine, 10 months, it was, like, very apparent we needed to look for a name switch potentially. And lo and behold, it was, you know, we had launched our business right during COVID What a time, you know, to seriously launch this business with my husband and I for the business we were choosing to, like, do full time with and scale. And what happened was there was a really great fellow designer in Dallas called House Sprucing who reached out to us on Instagram and they said, hey, I'm looking to sell my business. I'm House Sprucing, and I wanted to talk to you and Tyson to see if you want to acquire our business. And it was so incredible because I just felt those big moments where I felt. Holding my. My first child that I felt like, don't do design yet. Just wait. Use your talents. But, like, you gotta wait right now. I felt I knew right then that's what I needed to do. And then when the TV show happened, I knew right then, I have to do this. I don't know why. I didn't even want to do it. I just felt like, I have to do this, you know? And so it was one of those moments. I remember Tyson and I were visiting family. We were in the middle of nowhere. And I look at Tyson, like, I'm having one of those moments. I'm like, look at this. I'm like, this is crazy. I feel so good about this. I think we need to do this. And he was just like, we don't know. Too much information, but, yeah, we should look into it.
- [20:18]
Interviewer/Host (possibly Caroline Burke)
And I'm like, no, like, I've decided.
- [20:21]
Heather Fujikawa
I know, I know, right? So we looked into it and it was great opportunity to get some systems and processes from their point of view, it was a great business. We were able to acquire it and we acquired that name and brand and they also. We also brought over a designer from from they had, they had a team of one. You know, we had a team of many at that time. So with Habitat Studio and so we were able to add to our team. She had had one hire at the time and we were able to bring her over and add to our team after that with some other great talented people. So it just exp. Exponentially increased us very quick. Which, you know, that was all Tyson. To be able to acquire a design business and have it be successful is scary. Most people say no to that, right, because it's design's relationship built, you know. But because Tyson's strengths are so much in business, he was able to take those systems and processes, merge with what was working with for us and bring on some new ideas, roll it together and start continuing to build exponentially. It helped us give an exponential push. So we were grateful. And then course we loved the name House Sprucing, which is why I originally started telling that story. It's, it's solved for telling. You know, you should always have a name that tells what, what you're selling. And we want to, you know, help people's home. So I thought it was really cute. So we, we chose most. A lot of times people acquire but they don't, they keep with their original name. But we wanted to, to take on house sprucing because it made more sense than Habitat Studio with brand confusion there. So, so that was a great opportunity and a great, you know, building block for our business. At that point.
- [22:01]
Caitlin Peterson
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- [22:41]
Interviewer/Host (possibly Caroline Burke)
What is the through line in all house sprucing projects today? Whether it's aesthetics or process or kind of approach, what do you see as the thing that all of those jobs have in common?
- [22:56]
Heather Fujikawa
We're a business first and we love design. When I tell clients that they love that because a lot of the times they feel, a lot of people feel like they're working with a creative and they don't know are they going to get a bill at the end, the beginning, the middle, what's it going to be? You know, we take it Very seriously to have a business, and that business is interior design. Business first is so smart. It sets people up for success. It also helps your team know, I'm going to have a job next month, you know, and with those systems and processes and operations. So Tyson is the CEO of the company and runs, you know, all the day to day. He is the secret sauce. With the talented team, they make everything happen. And then after that, I would say connection. Our team is like a family. Everyone's just so wonderful, and it's. We always want to be connecting with each other and. And having a very strong culture of grace for each other, abundance for each other, kindness for each other, and. And I feel like our clients feel that too. They feel that warmth, they feel that joy that we try to spread, and they feel that intention. I think that's what pulls people in with those organic fillings. And then I think that's what gets people to stay. And then, of course, the design. Of course, we love the design, but I think you have to have. This is real money, right? People are spending real money. So you do have to have business. You have to have a connection before someone's going to spend money, no matter what your design looks like. Week. So we do have an HS house bruising signature look that we love, and we're always trying to change it. And, and, and so we never plateau, so we're always looking to the next thing and bringing that in. But, yeah, it's. It's a. It's. It's fun to, you know, create that aesthetic and have people be drawn to it.
- [24:41]
Interviewer/Host (possibly Caroline Burke)
Our clients coming in part for, like, I've seen your work. I want this in my own home.
- [24:48]
Heather Fujikawa
It depends on the year. There's different years where right off the TV show, they definitely wanted the exact thing they saw on the TV show. Right. And then what we do and can I have that same wallpaper? And everyone is wanting the same lights. We started showcasing on Instagram early on, you know, those type of things. We want our clients to be happy.
- [25:07]
Interviewer/Host (possibly Caroline Burke)
Yeah.
- [25:07]
Heather Fujikawa
We want our clients to love something. And maybe because they're not designers and they're hiring us, they are most comfortable with something they've seen for the last two years that they keep seeing, and they want that exact thing, and they know it's going make them so happy. So, I mean, we. We photograph probably 10, maybe of our projects. You know, we're so grateful. We have so many beautiful projects and we. I want to photograph all of them. It's just impossible. So there is some repetition and in wallpapers, in light fixtures and things like that. Now we always give other options. We're all about options. And we, oh, well, okay, if you like that light fixture, they actually came out with this new version. We try to like bring them to where the trend is going so it can be as long lasting. And we also want them to get something unique. But we don't get too stuck on like we want this so bad for portfolio. Like that's never the case. The only portfolio pieces I push really hard to be something different, unique is our own home. Because I feel like I can just go for it with that. But someone else, we are going to try to present that and if they're comfortable, awesome, we'll do it. If they really want this other thing, we're going to let them have that. And I think some designers that are doing design as a business to support their fam, their, their, their livelihood, their employees livelihoods that they're, if they can think like that, I think that could be a win for them, for the client.
- [26:33]
Interviewer/Host (possibly Caroline Burke)
What is the experience of working with your firm? Kind of from a bird's eye view, from the first time they inquire, sort of through the selections process, who were they meeting with? How are you getting to know them and then how are you shepherding them through the design process?
- [26:50]
Heather Fujikawa
First off, you know, it depends on using your strengths and leaning into those, using your personality traits and talents and leaning into those to set up your systems and processes is always a great place to start. So like hearing these ideas and then making it your own because that will make you thrive. If someone told me you have to organize your kitchen in this way and I did exactly what they said, I'd probably freak out because I need a little bit of room to do my own utensil drawer, you know. But for us it's all about, you know, the sales inquiry, getting back to them as quickly as possible, trying to be that design firm that's their dream design firm. That starts with our sales reach out. We have an incredibly talented member that does that. And then once they're signed on as an official client, then they get a welcome email from their designer that's been selected, that we select the designer based off of so many factors. But overall we're just trying to get a big, a really great fit for that client. We're trying to understand who they are, where they're located, what their needs are and then find the designer that really is in a lot of those lanes and thrives in those spaces to be able to serve them as best as possible. And then from there, we then set up their, you know, first in person design consult. It could be in our showroom, which is great. Depends on the type of project. Or it could be in their home. And then we get to, you know, understanding the design style, starting to present selections, and the rest of, you know, all the things. Typically, we'll put a design board together and we present that, and we love that. And then we'll have a few options, like on a next page for, you know, chairs. And then the next one would be the rugs in the space or whatever. Three or four options? Well, I would say three to six options. It depends on the client, the scale, personality. There are some people that come to us and they have a very hard time making decisions. So to give them six options off of the one that we already recommend, that's in the design board, that can be overwhelming. So really knowing your client, and it's not that we're not trying to give them more options, we're trying to make it easier on them, and that's why they hired us. And so choose your favorite one and express why and go in deep on it and then just kind of let it sit in the air and let it be an awkward silence for a second. That's when they're thinking about what you just said, what resonates with them if it does? If it doesn't, they'll ask questions or they'll say, yeah, option two. Yep, I'll take that one.
- [29:17]
Interviewer/Host (possibly Caroline Burke)
How are you talking to clients about money? How are you helping them understand maybe not just why this bar stool costs more than the other one, but also just what design costs, what your fees are going to be, and what their budget should really look like to achieve kind of their ambitions for their space.
- [29:36]
Heather Fujikawa
That's always a hard one, right? Talking money.
- [29:39]
Caitlin Peterson
Yeah.
- [29:39]
Heather Fujikawa
Once again, we are a business, so we've set the stage as a business. A lot of our people feel confident when they come and then they talk to us, that we're talking professionally and that we're answering within business hours and quickly. So you're setting the. Set the stage for those type of harder discussions in those professional moments. I'm not going to have a sales call during school pickup when there might be someone knocking on my window, like, I will not do it, even if I want to get back to them as soon as I possibly can. There's good, better, best, and that's just not the best time. And so just being straightforward and communicative and repeating like Numbers or budgets, having them confirm like, okay, this is the range for a bedroom or a great room, or this is our cost per hour or things like that. And having them confirm that and having design agreement before you engage services is so important. I also talked and was coaching with another designer the other about two weeks ago, and she was talking about how she got. Didn't get paid for a job and she had put her whole heart into it was going to be a fantastic portfolio piece. She was heartbroken and she looked at me and she's like, I know what you're going to ask. If I had a design agreement and I didn't have a tight one, I didn't at all. And it really came back and bit me, you know? And so I think even whether it's literally your own sibling who I have the opportunity to help my sibling right now in Florida, guess who has a design agreement, the same exact one we send to clients. My brother. Okay, it's just standard. You just treat it like a business. And he gets it. He's a businessman, too. And if he wasn't, I would educate like, if it was someone that, like, didn't get it. You just have those calls and you make them feel comfortable. You try to answer things to help.
- [31:26]
Interviewer/Host (possibly Caroline Burke)
Them feel more comfortable as your business has grown. You know, we talked early on about the fact that you haven't said no or closed the door on smaller projects. But are you setting budget minimums? Are you using sort of financial commitments to sort of shape which clients and which projects are right for the firm? Or how do you decide what you say yes to today?
- [31:49]
Heather Fujikawa
Yeah, definitely. I mean, we definitely vet projects and we're not a fit for everyone. And some inquiries aren't a fit for us. Right. So we love to help as many people as we can, but there are many projects that we don't take on. So saying yes to the right ones, we. We do communicate a certain budget for some things that they have to be able to agree upon or a certain hourly fee. So that is precedented before so you don't have those awkward conversations later. I didn't know it was going to be this much money or something like that, you know, and then that's also where estimates come in and leadership like Tyson's project management and operations CEO from day to day, where he's trying to keep everyone on track with hours and how to help support them if they need extra support to hit numbers, hit hours for clients so they can trust that we are trying to do what we originally said and if we do need to go into. Grow into a new phase, what does that look like? Have we sent an email? It wasn't just a conversation. And we've confirmed how many hours, what the price is going to be, what the additional cost, cost. If you ask me about billing. I mean, the only reason we have a business, thank goodness that's like, makes that's profitable for livelihoods of people involved, is because, Tyson. Because before I gave away so many hours, I would like. People walk in the store, I send them with pillows. Caitlin, I. I can't stop myself. It's the running joke. People are like, put Heather in the closet, like, tie her up. She can't give away the store. Like, right. You know, I just. I just want to give things to people. It just makes me so happy. I don't want to build them anything. I want to be free, you know. So Tyson is the one that's been able to have it be fair, competitive pricing, have people feel comfortable, not take advantage and try his best as a businessman to just be honest and fair and try, you know, and he's been able to find that place of like, a soft heart to make sure things are in a good place, but also have. Have income.
- [33:51]
Interviewer/Host (possibly Caroline Burke)
How have you divided that in terms of, like, it sounds like you're billing hourly. I assume you're making money on, like, the markup on product. Is it. Are those the core kind of engines of profitability?
- [34:02]
Heather Fujikawa
Yeah. I mean, we're so grateful that we've been able to have a furniture store.
- [34:07]
Interviewer/Host (possibly Caroline Burke)
How has that amplified the business or changed what you're able to offer?
- [34:12]
Heather Fujikawa
It's been incredible because we've been able to have people touch, see feel items, to be able to offer things in a very professional manner. We talked about, you know, trying to make sure it's a business first and design next. It sets you up for a success of having places for your samples, places for fabric selections, a place for your team to work, to want to work, a beautiful space that they can work in and that they're proud of. That's, like, been very important for us. And then, you know, all of the clients that come in and they can actually see what they're purchasing instead of small little pictures on the screen. That's been definitely helpful. So, yeah, the showroom's been a great thing, great tool.
- [34:55]
Interviewer/Host (possibly Caroline Burke)
When did you open that?
- [34:56]
Heather Fujikawa
We opened it in August 2022, right out of COVID in the Night. Like, I think a big. One of our biggest turning points was we started Habitat Studio, right. But then about A year later, we got a 1000 square foot space and we just blew out of that space. It had a great retail location in one of the fastest growing cities in Frisco, Texas. And then we were like, we need to get something larger. And we had one of those big vision moments that we were like, it has to be just, we gotta solve for Covid. We gotta solve. No one want people wanted, like touch, see, feel like they want to sit on the sofa, you know, all those things. And so we're like, let's go get this space. And it happened to be 10,000 square feet, so we literally 10 times it. And right at the time, we took a giant risk, which was so pivotal. And Tyson stopped working full time somewhere else while running the business, and he went all in on house sprucing. That was one of the biggest exponential growth markers was when we were both working full time in the business, and it happened to be right when we were opening that store as well. It was the right time and it was the right move. And honestly, I didn't have the capacity to not have him in the business full time at that point. That was. That was major.
- [36:18]
Caitlin Peterson
We're taking a quick break to tell you more about June Malloy. According to Homes and Gardens, June Malloy's new fall collection might just be their most sophisticated yet. Featuring vintage, revival and warm modern styles that put quality and value first. And if you're a member of the trade, the Jooloy trade program offers exclusive benefits to support your business, including special pricing, a dedicated support team, and a seamless sourcing experience. Visit joonlaloy.com today to explore the latest and sign up for a trade account that's j o o n lol o y dot com.
- [37:01]
Interviewer/Host (possibly Caroline Burke)
Is the showroom a big engine of new clients, or is it still kind of that word of mouth? Seen you on tv, seen you on Instagram. Groundswell. Fueling the pipeline.
- [37:13]
Heather Fujikawa
Today, we are more so in a design district in Dallas county that is not retail facing, like, right on a street with like, you know, beautiful brick facade. But that was strategic for us. That's what we wanted, to have a larger space versus a small space so that we could really just operate. I mean, we're in Texas. We like our spaces, you know, we like big parking spaces, we like, you know, big old showrooms. So that's just kind of what we. What we chose to do. But it's been really great strategic for us to have all that space to show as many products as possible.
- [37:49]
Interviewer/Host (possibly Caroline Burke)
I talk to designers on this show. A lot about how their role in a firm has evolved as their business grows. How are you thinking about the work that you specifically want to be doing and where you want your hand in the business as you look ahead?
- [38:07]
Heather Fujikawa
As I look ahead, I want to make sure that in the business just continuing to be creative, creative in business.
- [38:14]
Interviewer/Host (possibly Caroline Burke)
Or creative in the design world, work.
- [38:16]
Heather Fujikawa
In the design work. It's important for me to be creative. I, I, honestly, I could cry. Like, I, I'm so grateful to Jaipur Living because we have a collaboration with J Pore Living for Rugs. And a few years ago we walked into the showroom and this beautiful intersection of, like, we should do this collaboration together. And it all just like, was this beautiful opportunity that just blossomed so effortlessly and it was such an organic fit. But I didn't know how much I needed it when it was going to launch. The year that it was launching, I was in a business burnout of sorts of just pushing so hard for so long, for so many years in all categories of my life, from being a mother to running a business to being a wife, to trying to be a strong community member. And I was going through miscarriages like, it was just so much. And I remember thinking that the J Por Living collection was the light for me. It kept me going. And I had signed up to put out this collection and do my part in it marketing. And just being a good partner in that original agreement of saying yes to them was so important to me that even though I was going through a time of burnout, I had to show up. And I had to show up, not just show up, but beautifully and innovatively and creatively to do my best work, to be a good partner to them. And that was so important to me because it was so creative and such an incredible brand to work with. It was so healing for me. And I've even expressed that to them. So I'm just so grateful to them for that. I think we all feel that burnout at some point and that was definitely something that pushed me through. So I think to anyone listening, no, if you feel burnout this or that, there are, you know, find something you're passionate about, get back into the design, like things that you originally signed up for, something that makes your heart tick and try to carve out time for that because it's going to be healing. It'll probably keep propelling you to continue to move forward. And if you can just stay with something and keep showing up like, it will get great again, it will be something you want.
- [40:32]
Interviewer/Host (possibly Caroline Burke)
How Much of a hand do you have in each project. Moving through the studio where I get.
- [40:37]
Heather Fujikawa
To step in is like creatively if I want to be a part of a project as like more of a creative director role. But a lot of it is me cheering on the team, having our Monday meetings when I can pop in or just like cheering them on virtually in some, some ways. Just saying, you're amazing. I love that install today. It looks incredible. And setting more of the design aesthetic, going to market, choosing pieces is having favorites and kind of influencing that way with trends and stuff. One other thing, of course I get pulled into some VIP clients that I do take on. Right. And that I always have a client list. There's no way I'm never going to not have a client list, be involved in many projects. So of course I'm involved on the daily on projects. But because being co owner with my husband, there's so many things I'm touching throughout the business from marketing to sales to, you know, collaborations and more. We have finance meetings at our home at 9pm from our amazing CFO. Once the kids are asleep, we'll stay up for hours. You know, the team didn't see many of these different random things, but I know everyone doesn't have that luxury. They don't have their husband that just picks up and does everything like that they essentially don't want to do or that they don't have time for or you know, but I run our home, he runs the day to day at work and I'm running things at home. And then we're both doing our part in those two buckets for each other. But we kind of let. I let Tyson do his thing, he kind of lets me do my thing. And then we're helping support constantly throughout the day on each other's friends.
- [42:05]
Interviewer/Host (possibly Caroline Burke)
Was that hard to step back and be like, well, that's his part of the business or did that come really naturally in your partnership?
- [42:11]
Heather Fujikawa
I think a lot of people would have a hard time doing what I did with letting go of a lot of the day to day of the business.
- [42:19]
Interviewer/Host (possibly Caroline Burke)
Yeah.
- [42:20]
Heather Fujikawa
Because we want creative control. We want to make sure that we're delivering to our clients, that we're doing what we said we would do. All of that is so important. But what if someone can do it better than you? What if someone can deliver those deadlines? They can support your team better than you can.
- [42:42]
Interviewer/Host (possibly Caroline Burke)
Yeah.
- [42:42]
Heather Fujikawa
And I know it's so hard to think that someone could do it better than you, but what if they had that as their full Focus, and they were there in person doing that. And that's what we found when relinquishing way more of that onto Tyson and onto our team. We have a leadership team now within the organization. All these things, it is so much better. Clients can get service better. I have more balance and I can focus. I still work nonstop, but, like, I can touch in and out on things, Things they're not waiting for me. I'm not bottlenecking as I'm trying to raise four kids at home. You do have to trust. You do have to believe in that person, in the individuals. Let go, go with the flow. Like, can you hear all these empowering thoughts I tell myself, you know, and also knowing that I love to be an opinionated woman that shares her ideas and beliefs. But sometimes, especially in the professional world, it's good to let other people figure it out or do it their own way, and that's okay.
- [43:48]
Interviewer/Host (possibly Caroline Burke)
What does success look like to you today?
- [43:52]
Heather Fujikawa
Being able to empower women to provide for their lives, for their goals, their dreams, their families, whatever that looks like to them. And to be able to build a brand that they can be able to have funding, to be able to make those things happen or have balance, to be able to have that life. So I really love our team. I love. They're like family to me, and I'm so grateful for them. So internally, that is what success looks like to me, of course, as well as for my husband, to have him, you know, to be. Be balanced in our work together and to love what we do, but also feel balanced and present with our family. So that's success to me. Internally, externally, for our company, success is definitely having clients walk into a room and feel like it's a space that their life can thrive in, that they can have joyful moments and that it feels like their personality or maybe a reset for their life that they can move into and just love the space that they're in, which then can help with their overall health and wellness and all of those things. I think that is the most successful thing.
- [45:12]
Caitlin Peterson
That's our show for today. Thank you so much for listening. If you'd like to keep up with the latest design industry news, check out new products or browse job openings, head on over to businessofhome.com and if you're enjoying trade tales, please leave a review on Apple Podcasts to help others discover the show. If you have a note for the show or a story of your own to share, I'd love to hear from you and you can email me@tradetalesusinessofhome.com Trade Tales is produced by me, Kaitlyn Peterson, and Caroline Burke. This episode was edited by Caroline Burke and Michael Castaneda. Our theme music is by Kyle Scott Wilson. Thanks again for listening, and I'll see you back here next week.