Trade Tales: How Jae Joo Unlocked Better Creative Control Over Her Projects

Hosted by Kaitlin Petersen | Released on March 12, 2025

Introduction

In this episode of Trade Tales, Kaitlin Petersen, the editor-in-chief of Business of Home, delves deep into the journey of Jae Joo Zhu, a visionary interior designer known for her bold and avant-garde projects. Jae shares her experiences in nurturing creativity, establishing her firm's financial stability, setting ambitious goals, and defining her unique vision of success.

Jae’s Background and Transition to Design

Jae begins by recounting her unconventional path to interior design:

[00:02] Jae Joo Zhu: "I try to just not care about that, but you know, it's always in the back of my mind, Am I going to be roasted for this? You just have to believe in your idea and like, execute it, and you have to believe it in your vision."

Originally from Korea, Jae moved to New York with dreams of becoming an opera singer. Her early passion for music, particularly piano and singing, culminated in a degree in opera performance. However, seeking a more practical and creatively diverse career led her to the world of interior design.

Early Career and Joining HomePolish

After marrying her college sweetheart, Jae and her partner purchased a brownstone in Brooklyn, embarking on a substantial renovation project. This hands-on experience ignited her passion for design, prompting her to seek a professional path in the field. Her breakthrough came when she joined HomePolish, a burgeoning platform for emerging designers.

[04:01] Jae Joo Zhu: "Although I always loved decorating and, you know, obsessed over, like, decorating my college, my dorm room, this was very different. Historic renovation felt like a different game... I really started to get into, like, wanting to have a career in this."

At HomePolish, Jae quickly advanced from managing small projects to juggling nine simultaneously within a year. This rapid growth laid the foundation for her eventual departure to start her own firm.

Launching Her Own Firm

By 2017, Jae officially launched her interior design firm. This transition marked a significant milestone, allowing her greater creative control and the freedom to implement her unique vision.

[05:31] Caitlin Peterson: "By 2017, Jay had officially launched her firm. I wanted to talk to her about how the pursuit of getting published shapes her work..."

Jae emphasizes the importance of believing in one's ideas and visions, even amidst uncertainty and potential criticism.

The Role of Press in Business Growth

One of the pivotal moments in Jae's career was the publication of her Brooklyn loft project. This exposure led to a surge in larger-scale projects and heightened recognition within the industry.

[06:03] Jae Joo Zhu: "So I think things really started to take off when my Brooklyn loft project was published... It was like, okay, I'm getting much bigger projects, and clients are really looking for me to lead these projects."

However, not all reactions were positive. The reception of her modernized townhouse drew both praise and criticism, highlighting the delicate balance between innovation and tradition in design.

[06:44] Jae Joo Zhu: "All the comments were like, I can't believe this designer ripped all the historic details and then, like, did this modernized townhouse."

Developing a Unique Creative Voice

Jae discusses the evolution of her design aesthetic, rooted in her love for historic homes and her desire to modernize them uniquely.

[13:17] Jae Joo Zhu: "I always look at these historic homes... trying to modernize it in my own way, like translate it differently."

She emphasizes the importance of contrast and balance, striving to blend old and new elements seamlessly.

[14:03] Jae Joo Zhu: "I want something balanced between gilded frames and almost hilariously modern beds... something contrasting and interesting at the same time."

Project Management and Team Building

As her firm grew, Jae recognized the necessity of building a competent team to maintain the quality and consistency of her projects.

[16:27] Jae Joo Zhu: "I have two technical designers, I hired a project manager and a bookkeeper. I think I need to hire a procurement manager soon because it's pretty crazy."

Jae highlights the challenges of hiring individuals who align with her vision, especially those who prefer creative roles over technical tasks.

[18:56] Jae Joo Zhu: "I have some missteps for sure... hiring entry-level designers wanting to design rooms was challenging."

Dealing with Industry Pressures

Navigating the competitive design industry comes with its own set of pressures. Jae shares her strategies for maintaining focus amid external expectations.

[22:10] Jae Joo Zhu: "The best advice I've gotten is like, just keep your head down. You just have to focus on what you like and then see where it goes."

She stresses the importance of staying true to her vision to avoid stifling creativity under industry standards.

Financial Structuring of Her Business

Jae outlines her approach to structuring her firm's finances to ensure steady cash flow, especially given the long durations of her projects.

[25:10] Jae Joo Zhu: "There's three parts... a big flat fee in the front, charge another quarter when handing off drawings, and then 25 to 35% during the furnishing stage."

This model has evolved through trial and error, ultimately providing a fair and understandable framework for both her team and clients.

Sourcing and Procurement

A significant aspect of Jae's work involves sourcing unique and vintage pieces that align with her design philosophy.

[30:04] Jae Joo Zhu: "I do a lot of first dibs, a lot of vintage pieces... sourcing is a huge effort for me."

Her meticulous attention to sourcing ensures that each project maintains its distinct aesthetic without relying on repetitive elements.

Client Relationships and Discovery Process

Building strong relationships with clients is central to Jae's approach. She emphasizes understanding their desires to create personalized and standout environments.

[35:13] Jae Joo Zhu: "It's all about trust. You just know right away... I’m always trying to understand them and build strong relationships."

Through in-depth discovery processes, Jae uncovers clients' true preferences, enabling her to craft spaces that reflect their personalities and lifestyles.

Handling Crises and Team Dynamics

Running a design firm involves managing unforeseen challenges and ensuring smooth team dynamics. Jae shares her strategies for maintaining harmony and efficiency.

[38:23] Jae Joo Zhu: "You have to solve the problems that arise during your renovation... you're gonna have to handle it without stressing everyone out."

Effective communication and proactive problem-solving are key components in her approach to crisis management.

Deciding on Which Projects to Publish

Not every project is meant for publication. Jae explains her criteria for selecting projects that are publishable and reflective of her firm's standards.

[44:42] Jae Joo Zhu: "I don't shoot every project... I shoot projects where I can really feel like it’s finished."

She ensures that only projects meeting her aesthetic and quality standards make it to publication, maintaining her firm's reputation.

Future Goals and Vision

Looking ahead, Jae aims to continue expanding her portfolio with diverse and impactful projects while exploring product line expansions.

[47:25] Jae Joo Zhu: "I want to keep working on projects with people that I enjoy working with... eventually expand into products."

Her vision remains focused on creating meaningful and unique designs that resonate with both clients and the broader design community.

Definition of Success

For Jae, success is measured by the consistency of delivering high-quality projects, maintaining a solid reputation, and fostering trust with clients and team members.

[48:27] Jae Joo Zhu: "Having a good reputation and always just being able to wrap these three-four year jobs successfully... being able to do that and be that person that people can trust is successful to me."

Her steadfast commitment to these principles underpins her ongoing achievements in the interior design industry.

Conclusion

Jae Joo Zhu's journey in interior design is a testament to the power of creative vision, strategic planning, and unwavering dedication. Through embracing challenges, refining her financial structures, and building a trustworthy team, Jae has unlocked greater creative control over her projects, setting a benchmark for aspiring designers.

Notable Quotes:

• Jae Joo Zhu on Believing in Her Vision:
  "You just have to believe in your idea and... your vision."
  [00:02]

• On the Impact of Press:
  "It makes you feel validated and it makes you feel good that it's going to a publication that a lot of people are looking to."
  [08:13]

• Defining Success:
  "Being able to do that and be that person that people can trust is successful to me."
  [48:27]

For more insights and stories from the design industry, tune in to the next episode of Trade Tales.