Trade Tales: How Dan Mazzarini Built a Firm that Benefits from a Diverse Project Mix

Podcast: Trade Tales by Business of Home
Host: Kaitlin Petersen
Guest: Dan Mazzarini
Date: November 5, 2025

Episode Overview

This episode of Trade Tales features Dan Mazzarini, founder of Mazarini & Co., in conversation with host Kaitlin Petersen. The discussion covers Dan’s journey from a creative childhood to leading a multifaceted design firm, navigating personal and professional growth, developing a resilient business structure, and his philosophy on diverse project types. Dan shares candid insights on leadership, people management, financial acumen, the impact of rebranding, and the art of saying “yes”–and “no”–to the right opportunities.

Key Discussion Points & Insights

1. Creative Roots and Early Career (02:46–04:32)

• Dan’s passion for design started young, doing hands-on projects with his mother.
• He studied interior design and worked in retail design in New York, ultimately working with Robin Kramer and then at Ralph Lauren.
• Memorable Anecdote: He was unexpectedly handed the lead on Michael Kors’ stores, learning to “build the plane while flying it.”
• Robin Kramer’s pivotal advice: “You are meant to do your own thing... I will come and tell you when it’s been too long and you need to go.” (03:50)

2. Founding and Growing the Firm (05:37–08:05)

• Dan’s leap into entrepreneurship was catalyzed by his hotel client in Miami: “The worst thing that happens is you don’t have any clients and you don’t make any money… you’d get another job.” (04:48)
• BHDM Design (now Mazarini & Co.) was founded with Brian (and two cockatoos!). The early days were defined by organic, need-driven growth, camaraderie, and creative cross-pollination.

3. Embracing Project Diversity (08:05–11:23)

• Dan reflects on his inability to say no initially, leading the firm to take on a wide variety of projects.
• “The work quickly begot more work... I think everybody’s creative brain loves diversity.” (09:13)
• Early experience in retail, residential, and hospitality allowed for innovation and learning, directly benefiting team satisfaction and output.

4. Defining Style and Firm Identity (11:23–14:00)

• Mazzarini resisted being pigeonholed into a singular style. "I wanted to be the chameleon... It was about what is the story you want to tell the world?" (11:39)
• The value of a diverse portfolio: “Just as many call because we do do that.”

5. Residential vs. Commercial Clients: Storytelling (14:00–15:24)

• To both commercial and residential clients, Dan starts with the question: “What’s the story you want to tell the world?” (14:11)
• He emphasizes the personal and aspirational nature of residential design, and how storytelling makes design meaningful.

6. People-Pleasing & Team Boundaries (15:14–17:21)

• Dan admits to people-pleasing tendencies, striving for client happiness but learning to balance that with his firm’s creative vision.
• The team plays a crucial role in client and project selection, helping filter projects for business sense and creative alignment.

7. Hiring, Team Size, and Culture (17:21–21:46)

• Growth has always been in service of creative work, not for its own sake.
• Dan values cultural fit: “Bringing the wrong energy to a team is more detrimental than supportive, even if the person can do the work.” (18:39)
• He describes team evolution: after 12 people, the dynamic shifted toward more process and hierarchy, but preserving mentorship and a supportive atmosphere.

8. Leadership Lessons (22:35–25:00)

• Robin Kramer’s mentorship taught Dan to trust those who show they’re capable: “You can have as much autonomy as you want as long as you show me you can do it.” (22:50)
• Emotional intelligence and thoughtful communication are core to his leadership style, supporting both independence and teamwork.

9. Hiring for More Than Skill (25:00–26:40)

• Key interview questions: “What’s your favorite part of a project?” Most say concepts, but Dan values creative problem-solving through the execution phase.
• The importance of process work and craftsmanship in portfolios.

10. Team Structure and Dan’s Role (26:40–29:05)

• Dan remains deeply involved in the creative side, especially in conceptual development, but increasingly delegates to trusted directors for execution.
• “My job is to rev up my team, get their best product, and to sell it.” (27:57)

11. Business & Financial Evolution (29:05–32:30)

• The early naiveté about financial cycles gave way to respect for business structure and cash flow.
• Delegating administrative and operational tasks freed him to focus on growth and leadership.
• On rebranding: The company is now Mazarini & Co., aligning name recognition with the reputation the firm has built.

12. The Rebrand: Process and Team-Building (32:30–36:20)

• The decision to rebrand came from both external feedback and internal growth.
• The process included hiring strategists for manifesto and naming, new visual identity, and team activities. “The how it’s happening is as important as the why for me.” (36:07)

13. Game-Changing Pivot: Saying Yes to Google (36:20–38:27)

• Setting intentions led to their first Google project, which became a transformative client partnership and opened new doors.
• Highlights the importance of being open to new, even daunting opportunities.

14. New Ventures: Archive (39:20–40:59)

• Archive is Dan’s “blogazine,” turning past project highlights and product favorites into shoppable content.
• It has been a brand-building effort, deepening the firm’s DNA and supporting new product partnerships.

15. Instagram and Realness in Branding (40:59–43:12)

• Instagram started as a powerful client acquisition tool; now more about industry connection and relatability.
• Dan shares both polished and “real” moments, bridging perceived divides between designers and clients.

16. Embracing Change and Evolution (43:29–44:26)

• Dan credits his mentor for his positive outlook: “Change is always good... There’s always something to learn, something to evolve from or to.” (43:59)
• He frames evolution (not sudden change) as his preferred mode of growth.

17. Navigating the Current Economic Climate (44:26–47:47)

• Acknowledges client sensitivity to value in a shifting economy and the growing importance of communicating where to invest and where to save in projects.
• Warns against the erosion of skilled trades through a “better, faster, cheaper” mentality, advocating for respect and adequate pay for craftspeople.

18. What Makes Dan Say Yes (47:47–49:08)

• Seeks projects that offer new challenges and avenues for learning (“I’ve never done a cruise ship before… but it’s happening.” – 48:08).
• Looks for open-minded clients who are receptive to expertise and new ideas.
• “I never want to grow just to grow. But as a person, I want to continue learning and growing.” (48:28)

19. Levelling Up and Defining Success (49:08–52:48)

• “Leveling up for me might not mean sizing up, but I think it is acting with clarity around what we say yes to.” (49:11; also note recurring quote from beginning)
• Success is a “happy team, an amount of work-life balance, and recognition—both from clients and industry peers.” (51:42)
• Emphasizes the value of documenting work and shaping a portfolio that reflects the firm’s true creative vision.

Notable Quotes & Memorable Moments

• On People-Pleasing vs. Leadership
  “What was once sort of like, ‘I’ll get it, what flavor?’…has shifted to ‘Would you consider this other flavor?’... It can only come with age for me, at least, and experience, and really learning to trust myself.” —Dan (15:24)
• On Hiring
  “Bringing the wrong energy to a team is more detrimental than supportive, even if the person can do the work.” —Dan (18:39)
• On Growth
  “I never want to grow, just to grow. But as a person, I want to continue learning and growing and that sort of is the driver and why I have a business to begin with.” —Dan (48:20)
• On Documentation
  “Finish the project in the way that you want it to look, because that documentation is an expression of your work... That image that you photograph, that’s your calling card.” —Dan (50:47)
• On Success
  “Success for me is a happy team, an amount—not an extreme amount, but an amount—of work-life balance, and recognition.” —Dan (51:42)

Timestamps for Major Segments

• Creative Beginnings and Early Mentorship — 02:46–04:45
• Launching the Firm and Its Early Growth — 04:45–08:05
• Diversity of Project Types and Its Benefits — 08:05–11:23
• Defining Firm Identity & Storytelling Approach — 11:23–15:24
• Team Boundaries, Culture, and Growth — 15:24–21:46
• Leadership Lessons and Team Structure — 22:35–29:05
• Business Finances and Rebranding — 29:05–36:20
• Game-Changing Project with Google — 36:20–38:27
• Archive and Evolution of Brand Voice — 39:20–43:12
• Embracing Change and Economic Realities — 43:29–47:47
• Choosing Projects and Defining Success — 47:47–52:48

Summary Tone and Style

Dan is candid, optimistic, and approachable throughout, mixing humor and humility (freely joking about cockatoos, hair nests, and hoarder basements) with hard-won insights on entrepreneurship. His reflections are thoughtful, practical, and deeply rooted in a love for creativity, learning, and collaboration.

This summary captures the episode’s broad-ranging, insightful conversation that will resonate with design professionals at all stages, as well as anyone interested in thoughtful approaches to growth, leadership, and creative business.