Trade Tales: How Alex Kaler Stepped Away from Her Firm to Gain a New Vision for Its Future

Episode Release Date: June 18, 2025
Host: Kaitlin Petersen, Editor-in-Chief of Business of Home

Introduction

In this insightful episode of Trade Tales, Kaitlin Petersen engages in a profound conversation with Alex Kaler, an accomplished interior designer who navigated the tumultuous waters of rapid business growth and personal challenges to redefine her firm's vision. This episode delves into Alex's journey of pausing her thriving business to reassess and realign her professional and personal life, offering invaluable lessons for entrepreneurs in the creative industry.

Early Life and Career Beginnings

Alex Kaler's passion for design was evident from a young age. Despite not excelling in traditional artistic endeavors, she found joy in rearranging her room and assisting her mother with home aesthetics. Raised in a family that valued the look and feel of a home, Alex's innate inclination towards interior design was clear, though it didn’t initially lead her to consider it as a career.

Alex Kaler shared at [00:02]:
"There are some people who can manage having all those balls in the air really well. And then there are some people where you hit a wall and you just say it's just too much and I hit the wall."

After studying advertising and marketing in college, Alex embarked on a career in the advertising industry. However, her role as an account manager quickly revealed a disconnect between her job and her creative passions.

Transition to Interior Design

Three days post-graduation, Alex began her "dream job" at an advertising agency in Chicago, only to realize it lacked the creative fulfillment she sought. To compensate, she started a blog—a precursor to platforms like Pinterest—where she curated aesthetically pleasing images that inspired her design aspirations.

Her turning point came unexpectedly when a long-time friend suggested she pursue interior design, recognizing her evident passion and talent showcased on her blog.

At [03:47], Alex recounts:
"One of my very best childhood friends... said to me that was sort of all it took was someone else saying to me that that was an option. Everything fell into place."

Encouraged, Alex enrolled in design school, gaining clarity and excitement about her future in interior design. By 2011, she confidently launched her own firm on Chicago's North Shore.

Launching and Growing the Firm

In the early years, Alex focused on organic growth through word-of-mouth, eschewing paid advertising to maintain a personal touch. This approach sometimes felt slow but ultimately fostered a loyal client base. A pivotal partnership with a contractor friend not only enhanced her understanding of construction but also solidified her business's foundation.

Reflecting at [07:33], Alex stated:
"I think at the time it felt slow. And now in retrospect, it maybe wasn't as slow as I thought."

She emphasized the importance of hiring team members who could "quadruple check everything that comes out," acknowledging her strengths in big-picture thinking and project management while delegating tasks like numbers and detailed administrative work.

Team Management and Company Culture

As her firm grew, Alex grappled with managing a larger team. She adopted a philosophy of clear role delineation and sought self-starters who thrived under her hands-off management style. Transparency about her strengths and weaknesses during interviews helped attract team members who complemented her approach.

At [11:23], she advised:
"I need you to come in and quadruple check everything that comes out because I'm not going to be the one to do it."

This strategy ensured efficiency and maintained the intimate team size she preferred, ultimately capping her firm's size at five to balance work and family life.

Pandemic-Induced Growth and Overwhelm

The COVID-19 pandemic brought an unexpected surge in demand for interior design services, overwhelming Alex's firm. With clients eager for full-house projects and increasing budgets due to rising material costs, Alex found herself stretched thin.

At [28:31], Alex humorously remarked:
"And then I have my third child."

Juggling the demands of a booming business with personal responsibilities highlighted the unsustainable pace she was maintaining, leading to feelings of exhaustion and neglect of both personal and professional priorities.

Hitting the Wall and Decision to Pause

A candid conversation with her doctor became the catalyst for Alex's decision to step back. His heartfelt question, "Why do you feel like you need to do everything? What's wrong with you?" resonated deeply, prompting Alex to acknowledge that she had indeed "hit the wall."

At [36:19], she confessed:
"That's when I know I've done a good job."

This moment of clarity led Alex to pause her business operations, reassessing her values and the true meaning of success beyond financial metrics.

Restructuring and Embracing Intentionality

During the pause, Alex undertook the challenging task of unwinding active projects, sometimes handing them off to other firms to maintain client trust. This period of reflection underscored the importance of intentionality in business growth, shifting her focus from relentless expansion to meaningful, sustainable practices.

At [40:55], Alex shared:
"If I take on less, I can do more."

This realization prompted a restructuring of her firm, limiting her team to herself and a dedicated project manager, thereby reigniting her passion and allowing for a more controlled and fulfilling workflow.

Current State and Future Vision

Today, Alex runs a leaner, more focused firm that prioritizes quality over quantity. The restructuring has allowed her to reconnect with the aspects of her work that she loves, fostering a sense of reinvigoration and excitement about future projects.

At [52:47], Alex expressed:
"I feel really excited about where we are, and my kids are a little bit older now, and so leaving Chicago is something that feels so much more comfortable now."

Commitment to Customer Service and Client Relationships

Central to Alex's philosophy is exceptional customer service. She believes in building trust through transparency and advocating relentlessly for her clients, ensuring their needs and visions are met with empathy and expertise.

At [57:42], she stated:
"Customer service is really important. And I think that that makes all the difference in the world in these relationships."

Amid rising costs and economic challenges, Alex emphasizes communicating openly with clients about budgeting constraints, striving to provide value without compromising on design quality.

Upcoming Book: A Reflection of Client-Centric Design

Alex is set to release her book in September, showcasing eight full-house projects that embody her commitment to reflecting each client's unique lifestyle and preferences. The book features personal snapshots of clients enjoying their redesigned spaces, highlighting the intimate and personal nature of her work.

At [60:44], Alex elaborates:
"There are going to be eight full house projects... I really wanted them to be a reflection of my clients and not of me."

This project encapsulates her journey of intentional growth and reinforces her dedication to client-centric design.

Redefining Success

Today, Alex defines success not by the size of her business but by personal fulfillment, contentment, and the ability to balance professional achievements with family happiness.

At [65:09], she mused:
"Success is that I can feel contentment and that I can feel happy and that I can feel that the people who mean the most to me are getting the best of me."

This evolving definition underscores her commitment to living authentically and prioritizing what truly matters.

Conclusion

Alex Kaler's story is a testament to the importance of self-awareness and intentionality in business. By stepping away from her flourishing firm, she not only preserved her well-being but also set a precedent for sustainable and meaningful growth in the creative industry. Her journey offers invaluable insights for entrepreneurs striving to balance ambition with personal fulfillment.

For more inspiring stories and industry insights, visit Business of Home.