Open Book: How 3 Interior Designers Hit the Big Time
Three interior designers, six questions – discover the challenges, turning points and must-have tools for these pros
In this monthly story series, Houzz goes behind the scenes with three professionals who have carved out a niche in their field. This month, we caught up with three interior designers.
Anna-Carin McNamara is an Electrolux ambassador, author of Make a Home to Love and founder of Anna Carin Design. We also chatted with Nickolas Gurtler, founder of his eponymous design studio and Design Donated, a pro-bono initiative that connects interior designers with people who have lost homes in the Australian bushfires. And we spoke with Georgia Ezra, founder of Studio Ezra and Tiles of Ezra. Read on to discover their greatest business breakthroughs, challenges and the best professional advice they’ve received.
Anna-Carin McNamara is an Electrolux ambassador, author of Make a Home to Love and founder of Anna Carin Design. We also chatted with Nickolas Gurtler, founder of his eponymous design studio and Design Donated, a pro-bono initiative that connects interior designers with people who have lost homes in the Australian bushfires. And we spoke with Georgia Ezra, founder of Studio Ezra and Tiles of Ezra. Read on to discover their greatest business breakthroughs, challenges and the best professional advice they’ve received.
Nickolas Gurtler, founder of Nickolas Gurtler Interior Design
- Nickolas Gurtler: In 2017 I had a lot of projects on at one time and I was just a one-man band. Before I was a designer I worked for luxury fashion houses, and I wanted to bring that same attention to detail and level of service to my clients but was really struggling with being able to deliver that. I was for the first time, overwhelmed by the logistics and sheer amount of work to be produced by just one person.
Georgia Ezra, founder of Studio Ezra and Tiles of Ezra
- Georgia Ezra: The most challenging issue has been setting up relationships with companies that we heavily entrust. As we have extremely high expectations of everything we bring in, it is a very lengthy process to set up these operations.
2. How did you trade out of it?
- Anna-Carin McNamara: I focused on learning and training myself on business aspects – not just design – so I took a marketing and sales course and did a lot of reading. I spent time defining my purpose and focusing our communication around those principles and values.
- Nickolas Gurtler: I just toughed it out for about six months then I brought on a project manager, which was amazing. She could handle the site visits and deal with tradespeople so I could focus on the design and really making sure clients were getting that luxury-level service and attention.
- Georgia Ezra: As an interior designer who is constantly searching for unique solutions, I am specifically aware of the types of products that I would want to use, so I use myself as a huge part of market research as I navigate my way through my own interior projects and designs.
3. What brought about a major turning point in your company?
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- Anna-Carin McNamara: The starting point for this would’ve been my first rug collection; I connected this launch to my origin and Scandinavian roots. People could start to identify Anna Carin Design with Sweden and my heritage.
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- Nickolas Gurtler: In 2019 the majority of the business shifted to being Melbourne-based, which was great as we have a higher demand for our services here than we do in Perth.
- Georgia Ezra: When we started selling and distributing our brand into other countries internationally.
4. How could the interior design industry in Australia be improved?
- Anna-Carin McNamara: By educating the general public of the value and the expertise interior designers bring to the table, particularly as it is a profession that some people believe it is easy and they can do themselves and achieve the same result. It could also be improved by protecting the term ‘interior designer’. To be allowed to use this title professionally a qualification should be required, otherwise the term should be ‘decorator’ or ‘stylist’.
- Nickolas Gurtler: I think there are some real issues with the education being delivered, leaving new graduates under-educated in practical skills and creative thinking, which are required to excel at this business. Most of the coursework seems highly conceptual and not based in the real world.
- Georgia Ezra: I believe university courses need to work on equipping their students for employment and making internships at interior design companies a compulsory part of courses so they start learning the practical knowledge to easily step in to a company straight out of university.
I am also seeing more and more designers coming out of university solely designing and conceptualising on computers. Designing by hand is what allows for creativity.
I also believe the governing body needs to implement laws, initiatives and structures to improve access to VOC-free, sustainable materials and products that are good for the environment, which are not readily available and are incredibly more expensive. I’d like to see a shift in manufacturing processes and easy accessibility for all. They should start with display homes.
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5. What do you think are the challenges ahead for the industry?
- Anna-Carin McNamara: I think it has to do with labour costs. It’s getting more and more expensive to identify, attain and justify highly skilled craftspeople required to create bespoke interiors.
- Nickolas Gurtler: There’s been a big pushback against designers from furniture suppliers in recent years, which I don’t think has been thought through.
I also think there’s been a rising trend in clients wanting to replicate designs from social media, which we don’t do. We love our clients to show us inspiration, but each home is tailored to each client specifically and we create new concepts each time.
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- Georgia Ezra: I think in Australia the industry is very reactive. Although there are designers who push boundaries, are very creative and do unique things, there are also designers who copy, and so the country becomes full of designs that start looking very similar.
6. What’s the best professional advice you’ve been given?
- Anna-Carin McNamara: “As thin as possible and never in the middle.” – Arne Jacobsen.
- Nickolas Gurtler: Know your worth – if you’re good at what you do, and it takes you a lot of time and energy, then make sure you charge for it. In my early career I would do so much for so little and it really isn’t feasible from a business point of view; it also affects your self worth.
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- Georgia Ezra: Look at your business, stay in your lane, don’t look elsewhere, and keep working on your branding. There are always going to be competitors riding on your wave, but keep moving and work hard on your branding, quality and customer service. This is what we do.
Your turn
Which insights in these interviews resonate with your own professional experience? Tell us in the Comments below, like this story, follow these design professionals on Houzz, and join the conversation.
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