A Well-Designed Business® | Interior Design Business Podcast

Today With LuAnn Nigara:

You’re talented.

You’ve built something thoughtful, elevated, even exceptional.

So why isn’t it landing?

That’s the real question behind today’s What Would Lu Do.

In this episode, I answer a question from a creative entrepreneur who offers highly customized, luxury-level products designed in collaboration with interior designers.

Her question?

Do designers even want this level of custom work… or do they prefer established brands with systems and structure?

But that’s not really the question.

The real question is:

If what you offer is so good… why isn’t it getting traction?

What You’ll Learn in This Episode


Why talent and quality are not the deciding factors in getting hired


How market fit determines whether your offer lands or gets ignored


The difference between being visible, distinct, and discreet (from my conversations with Kate O’Hara)


Why high-end clients expect custom… but demand it be effortless


How designers actually discover (and specify) vendors and partners


The role of relationships vs. visibility in growing a high-level business


What both vendors and designers must do to reach the next tier

The Big Takeaways

1. Not every great offer is for every client If you’re trying to appeal to everyone, you’ll connect with no one.

2. The higher the level, the narrower the audience Luxury, custom, and bespoke always mean a smaller, more specific market.

3. Discovery might get you noticed. Relationships get you hired At higher levels, opportunities come through trust, not chance.

4. Custom is expected. Effortless is required Your value isn’t just what you create. It’s how smoothly you deliver it.

5. Whether you’re a designer or a vendor, the path is the same Find the right rooms. Get in them. Stay in them long enough for trust to build.

Referenced Episodes

To go deeper on client tiers and positioning, listen to:


Episode #1148: A Framework for Understanding Luxury Interior Design Clients


Episode #1157: Marketing to the Three Tiers of Luxury Clients and How to Attract Each One

Mentioned in This Episode

In this episode, I reference a creative entrepreneur who submitted today’s question.

While I typically keep the focus on the lesson rather than the source, in this case, seeing the type of work we’re discussing may be helpful.

You can find her information in the show notes below:

Trisha Patel

Website

Instagram

Have a Question for WWLD?

Head to: 👉 luannigara.com/WWLD

Submit your question and it might be featured in an upcoming episode.

Connect with LuAnn Nigara:

LuAnn’s ⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠

LuAnn’s ⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠

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What’s new with LuAnn Nigara:

⁠⁠⁠⁠⁠⁠The Power Talk Friday Tour⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠

⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠

Get The Goodies!

For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠.

To Get on LuAnn’s Email List, text the word designbiz to 444999!

Purchase LuAnn’s Books Here:

Book 1: ⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠

Audiobook: ⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠

Book 2: ⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠⁠⁠⁠⁠

Book 3: ⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2

Welcome to today’s show! We are really happy today to have Candy Scott and Rachel Cannon join us on the show! In today’s episode, these two smart ladies will be talking to LuAnn about the changing landscape in the business side of interior design. Candy and Rachel are both highly organized, with finite systems in place for running their businesses and they truly understand that you really need to know and sell your own value, as a designer, rather than the value of the products that you specify. Listen in, to find out what they have to share with you on the show today.

Candy is the principal of Mood Design and Build, which is located in Chicago. She has won multiple awards during her seventeen-year career in designer and she’s worked with large developers and corporate clients, outfitting high-rise condominium lobbies, club rooms, and model showrooms.

Rachel is based in Baton Rouge, Louisiana. She has clients from Palm Springs to Palm Beach, with over fifteen years of experience in residential and commercial interior design. She opened her own firm, Rachel Cannon Interiors nine years ago and her work has been featured in Traditional Home, The Wall Street Journal, HGTV, My Domain.Com, and Southern Home. Tune in now!

Both Rachel and Candy are going to be at LuAnn Nigara Live, It’s About The Conversation.

Show highlights:

Business disruptions are not a new thing.

The future of the interior designer with the disruptive emergence of products being available online to the consumer.

Being a designer is not just about selling merchandise- it’s so much more about the relationship.

As designers, you need to be the innovators!

Why you have to start charging for your services.

If you make your money on a flat fee, you don’t have to focus on selling furniture.

Creating tracking documents for orders.

Surviving the changes in the industry.

The layer of service that Candy has added to her business, to really set it apart.

The value of having the designer run the project.

Rachel’s ideas for designers to make money, going into the future.

The middle end of the market is going to go away.

Rachel’s approach to design consult packages.

The importance of branding.

As an entrepreneur, you just have to be open to change.

Some things to consider when creating your brand.

Rachel Cannon is an interior designer from Baton Rouge, Louisiana, with clients ranging the nation from Palm Springs to Palm Beach. She has over 15 years of experience in residential and commercial interior design, nine of which are at her namesake interior design firm, Rachel Cannon Limited. Armed with a degree in interior design and a background in art history, Rachel joins together classic principles with a decidedly contemporary tone. She provides her clients with sophisticated interiors that exude an effortless combination of subtle color, rich architectural detail, and a beguiling mix of livable, tailored and luxe details. With a clientele of professionals and families with demanding schedules, Rachel is most praised for her ability to simplify the interior design process while paying meticulous attention to planning and detail. The finished product: a livable yet polished space the entire family can enjoy. Rachel’s work has been featured in Traditional Home, The Wall Street Journal, HGTV.com, MyDomain.com and Southern Home. Her captivating wit and knowledge of art, design, and architecture have made her a favorite on television, radio, and podcasts. While always on the go, the Rachel Cannon Limited team is headquartered in Baton Rouge, Louisiana.

In 2014, Candy Scott founded MOOD Design and Build where she continues to work with residential clients, business owners, and development partners on their homes, offices, and commercial interiors. As a designer, Candy is most inspired and intrigued by the transformation process. Both for the people who inhabit the spaces and the physical spaces themselves. She believes bringing consciousness to our spaces greatly impacts the way we think, feel, and behave.

Candy graduated from Meredith College in Raleigh, NC with a Bachelor’s of Science in Interior Design. Through the years, she has won multiple awards and has worked with large developers and corporate clients outfitting the high rise condominium lobbies, clubrooms, and model showrooms. She has worked with small to medium-sized businesses as well, transforming their lobbies and offices to places employees love to work.

Previous shows mentioned on this episode:

Candy #227

Rachel #306

Wendy Woluschuk #316

Links:

Rachel Cannon:

Rachel Cannon Limited

Instagram: RCL Interiors

Facebook: RCL Interiors

Candy Scott:

Mood Design Build

Instagram: Mood Design Build

Facebook: Candy Scott

Book mentioned in the show: Start With Why- How Great Leaders Inspire Everyone to Take Action by Portfolio.

Today With Kia Weatherspoon:

Today with Kia Weatherspoon, we explore what it truly means to lead, not performatively, but fully and honestly. As the founder of Determined by Design, Kia has built a mission-driven firm rooted in the belief that interior design is not a luxury for a few, but a standard that should serve all people. In this conversation, she shares how that belief has shaped her work in affordable housing, her approach to advocacy and the way she articulates value in spaces often overlooked by the industry.

But this episode goes deeper than business and design. Kia opens up about the cost of performing leadership, the importance of honoring your own humanity and how the way you see yourself directly impacts how you serve others. This is a powerful conversation about leadership, purpose and the responsibility we carry as designers to create spaces, and businesses, that truly support the people they are meant to serve.

LuAnn Nigara and Kia Weatherspoon's Ah-Ha Moments

“The humanity you give to yourself is reciprocated in how you serve others.” - Kia

“I am my own hero.” - Kia

“Interior design is not a luxury for a few—it is a standard for all.” - Kia

More About Kia Weatherspoon:

The most decorated black interior designer of a generation. 

Kia Weatherspoon, ASID, CID, IIDA, NCIDQ, D.F.A (h.c) is unafraid to take risks. Her superpower is that she jumps – defying every design stereotype as she’s moved through the industry. The most damaging - interior design is a luxury reserved for a few. 

Being the child of an addict was not something that happened to her - but for her. For a long time, she strived for this yearning to be seen and in that she realized showing up as her most authentic self was her greatest strength. Understanding showing up as who you are is what makes great leaders – she doesn’t see titles and sees others as who they are. In that she goes above and beyond not to just see them – but searches for ways to elevate, celebrate, uplift and make sure their voices are heard. 

Often asked what the key to her success at Determined by Design® is, 

simply put the success is that she has always checked her ego and searched for humanity. She is unafraid to challenge anyone who doesn’t see the humanity and softness every person deserves. Her vehicle to doing that happens to be through interior design - founding Determined by Design®. Her voice, presence and leadership have created ripples, prompting housing developers, agencies, and industry partners in economically challenged communities to not just take notice of her work—but to do better. Her innovative approach to design for everyone is why Determined by Design® is the only interior design firm in the nation that provides Design Equity® services. 

She is an advocate, educator, speaker, business owner, leader and most of 

all – she is just Kia. That is enough and why she’s been recognized as the ICFF

Design of the Year, has an Honorary Doctorate from New York School of

Interior Design, the ASID National Design for Humanity recipient, the HIP 

Designer for Good by Interior Design Magazine, the CREW Washington, DC Raise Your Voice Awardee, a part of the Washington Business Journal’s 40 

under 40 Class and the International Interior Design Association Luna 

Textile/Anna Hernandez Visionary Award recipient. She is many things but 

all of them are the things that make her determined by design.

Connect with Kia Weatherspoon:

Website

Determined by Design

Instagram 

Determined by Design Instagram

LinkedIn

What’s new with LuAnn Nigara:

⁠Watch the Docuseries!⁠

⁠https://www.luannnigara.com/cob⁠

Get The Goodies!

For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠here⁠.

To Get on LuAnn’s Email List, text the word designbiz to 444999!

Purchase LuAnn’s Books Here:

Book 1: ⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠

Audiobook: ⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠

Book 2: ⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠⁠

Book 3: ⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2⁠

Connect with LuAnn Nigara:

LuAnn’s ⁠Website⁠

LuAnn’s ⁠Blog⁠

⁠Power Talk Friday⁠

Like Us: ⁠Facebook⁠ | Tweet Us: ⁠Twitter⁠ | Follow Us: ⁠Instagram⁠ | Listen Here: ⁠Podcast⁠

Today With Geraldine Morrison:

What happens when you stop guessing in your business… and start making decisions based on real industry insight?

In this episode, LuAnn is joined by Geraldine Morrison, Chief Partnerships Officer for Domestic and Global Brands at NKBA | KBIS. With leadership experience at brands like Samsung and LIXIL, Geraldine brings a unique perspective on how manufacturers, designers, and industry organizations intersect—and why that matters to your business.

Recorded live at KBIS 2026, this conversation goes beyond what NKBA is and gets into how it actually supports you as a business owner.

Because here’s the truth: many designers are making decisions in isolation. They’re relying on instinct, past experience, or what they’re seeing on social media. But that only gets you so far.

Geraldine shares how access to real data, market research, and industry connection can change the way you operate. From understanding shifts in consumer behavior to recognizing where opportunities are emerging, this is about making smarter, more strategic decisions.

You’ll also hear how NKBA is expanding its reach, from global initiatives like Global Connect to its growing presence at High Point Market, creating more opportunities for designers to connect, learn, and grow.

If you’ve ever felt like you’re making decisions without the full picture, this episode will challenge you to think differently about where you get your information and who you’re connected to.

What’s new with LuAnn Nigara:

Watch the Docuseries!

https://www.luannnigara.com/cob

Get The Goodies!

For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.

To Get on LuAnn’s Email List, text the word designbiz to 444999!

Purchase LuAnn’s Books Here:

Book 1: ⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠

Audiobook: ⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠

Book 2: ⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠

Book 3: ⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2

Connect with LuAnn Nigara:

LuAnn’s Website

LuAnn’s Blog

Power Talk Friday

Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast

A Big THANK YOU to Today’s Podcast Sponsor:

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The guest on today’s Power Talk Friday is Fred Berns, the only Interior Design Industry Business Coach, and Speaker.  Fred was a Speaker at the Design Blogger’s Conference, held in L.A. In March, where he spoke about how to create your bio, so this show is tagged onto the Design Blogger’s Series. This is the fourth time that Fred has appeared on this show and LuAnn is really happy to have him back again because he always brings so much value. (He previously appeared on shows #22, #48 and#96.) Today, Fred will help you to figure out your ‘only‘, so listen in now and find out why it’s so important.

 

Fred creates personal bio’s and other promotional materials for design professionals, worldwide. He has had more than twenty-five years of experience, training design professionals and creating their online profiles, website, and social media copy, blogs, and marketing forums. He also offers a wide range of business coaching services, including his High-End Performance Coaching Program, his bio briefing and his website once over. Listen in to today’s show to find out from Fred how you can really stand out in the marketplace.

 

Today, Fred talks to LuAnn about:

 

Why it’s so important for you to figure out your ‘only’.

How he helps designers to arrive at their ‘only’.

Some categories to consider when trying to figure out your ‘only’ phrase.

How to be sure that you are really the ‘only’ one when making that claim.

How to subtly modify your ‘only phrase’, if necessary.

Using the word ‘specializes’ to better describe your ‘only’ and to differentiate yourself.

That your ‘only’ doesn’t have to be a big thing.

How having an ‘only’ helps you to charge a higher fee.

How he helps people to draft letters to inform customers that they are raising their fees.

How educating people about your value helps to overcome their resistance to your charging top dollar.

Why he encourages you, as a designer, to highlight rather than hide your past.

That it’s often the small things that make you unique.

Some examples of how you can incorporate your ‘only phrase’ into your bio, to make yourself memorable.

Ways for newly graduated designers to set themselves apart.

His victory vocabulary.

Using the law of attraction to draw the kinds of clients you’d like to work with towards you.

That the most financially successful designers are not necessarily the best designers.

‘Only’ is not the only word, but it’s the best one!