We recently chatted with circaphiles ambassador & COLOR-HAPPY designer

LIZ CAAN

Here at Circaphiles we like to surround ourselves with inspiring friends, and Liz Caan certainly falls into that category. Founder of Liz Caan & Co., based in Newton, Massachusetts, Liz is a Circaphiles ambassador we are especially proud to have help lead our members. Known for layering pattern, color and texture, her designs are full of personality. Today, she is unlocking the door and giving us a peek inside of how she started her firm, what she wishes she knew then and more. Read on…

 

 

1. What did you wish you knew when you started your design firm?

I wish I knew a lot of things but I really wish I knew how much business management, business development, project management, and operational processes and procedures we would need to not only develop but also refine, change and continue to refine and change as we grew. Every year we find ways to do things better and more efficiently which is just as enjoyable as the design aspect. …it’s just a different part of your brain. While I love designing, it only accounts for a small percentage of my time. A lot of my time is spent problem-solving, teaching and mentoring staff and interfacing with clients. . .

Image: michael j. lee photography

4. When a client asks for a resource, how do you answer them?

We are pretty transparent about our resources. Many of our workrooms will not work directly with a client, only trade, so sometimes we even introduce the client to the artisan. They love getting a behind-the-scenes look and it gives them a personal connection to the piece being made for them.

 

 

5. How have you directly reached out to a potential new client?

I actually have never done this. Hard to believe but luckily our phone rings, and our clients give great referrals and our Social Media is a big source of new business.

From changing scope mid-project to managing clients and pesky backorders, there are few things the design community is better equipped to handle than a last-minute change-up. As the world began to shutter over the last year, our community did what it does best and switched things up to effortlessly meet the world where it was able to, online. Case in point? An abundance of virtual showrooms that facilitated the continued sharing of the work of artists and designers. 

Amongst these, one showroom caught the enraptured attention of our Circaphiles office and begged for a deeper dive into the details behind the designs. Obsidian Showhouse by the Black Artist and Designers Guild was not only thoughtful and unique, but the execution was exceptional.

Curious how it came together? Read on…

DIVAI BY PENNY FRANCIS & CASI ST. JULIAN OF ECLECTIC HOME:

We were first introduced to the New-Orleans based design firm, Eclectic Home, last Spring and have been followers ever since! Principals Penny and Casi had the enviable job of creating a unique entertaining space that celebrates Northern California’s thriving wine industry. Penny says “Divai (wine in Swahili) is not only a place to store wine but to experience it with all the senses, creating a luxurious experience for the oenophile.” Moody colors and organic forms take center stage with walls built to display wine and cocoon guests as they enjoy a meal. 

A note from the designer, Penny Francis: “Heaped in the diversity of Southern Creole culture and our own history, our Black experience is reflected in the design choices. African, Haitian, French, Spanish, and Native Americans all have influenced our culture, architecture, and spirit. It is the mix of diversity that draws us to contrast in materials and juxtaposing periods and styles. Inspired by Hausa architecture and the movement of the building ornamentation, our favorite detail is the racking system.  The racks’ fluid, curved shape envelopes you, drawing you into the space for a sensory experience; not to only enjoy the wine but the layers of materials and beauty of the space. “

The artist studios & garden by linda allen of linda allen designs

A space for reflection and creation, Linda Allen paired neutral tones with soft lines for her interpretation of an artists studio and garden. She centered her space around supporting the experience of the Black high-achiever. Linda says “I call my spaces ‘I am Good Enough’.”  The intention being to foster creativity and provide the space for inspiration and expression through natural formations and elements. She noted there is a pressure to “create a legacy” for Black professionals and her goal was to create a space for that work and also for authenticity and healing. 

Unlike corporate spaces, the lighting layers softly glow and contour the curves through the room.  Our eyes studied this room with ease, breaths deepened and minds slowed. Take a moment and do the same

harmony room: laura hodges of laura hodges studio

Fun and inviting, this dining and living space by Circaphiles ambassador. Laura Hodges, features big, bold industrial elements complemented by natural design components. A communal dining area is anchored by an abstract mural by BADG creator, Glenyse Thompson.  While the seating area seems to have been blended into the foundation of the room, building on the “natural” theme; almost as if it’s carved out of the space.

Be sure to view the showhouse in its entirety here.  The Obsidian Showhouse is truly a masterclass in creativity and you’re bound to find a few new favorite designers and artists! 

2020 handed the design industry both a massive challenge and opportunity. 

On one hand, we lost the ability to network in person and our events and trade shows which are a huge part of marketing and sales as an individual designer. 

 

On the other hand, the world’s attention turned to the home – the sofa with shot springs you may be sitting on and the Kitchen that finally needs an organizational overhaul. Our focus is how we can improve our spaces, live and work in them, and improve our quality of life as a result. Even companies have given employees thousands to incentivize them to improve their home offices!

 

What a time for the home industry!

 

As physical locations like restaurants, shops, and commercial spaces open up, we will likely see another wave of opportunity. 

Designers can really utilize this opportunity to reach a new pool of customers by building or improving their online presence. Going forward, online engagements are going to be KEY for keeping your client pipeline full. 

 

We’ve listed out a checklist of KEY factors to landing interior design clients online so you can line up a successful year:

Be intentional and consistent on Instagram

We all know Instagram houses vibrant communities of interior designers, enthusiasts or suppliers. It can be overwhelming and difficult to feel like there is a “place” amongst the popularity for designers. But it’s not necessarily about being hugely followed but rather this is another avenue for potential customers to find you, interact with you, and view your work. Think of it as another version of your website with a more personal, interactive touch. It is likely where someone, even if they meet you through your website or an event, take a look at what you’re up to IRL. 

 

Nail this checklist for Instagram success:

• State your business name in your profile and bio.  You don’t want people disassociating you from your work and being confused
• Compel potential clients with an elevator pitch in your bio.  Share your style, accolades and your location so they know what to expect and want to learn more.
• Make a separate account for your personal life. Keep your business account clear, organized, and focused on delivering the content that your ideal clients want to see. You can save everything else for your personal page instead of trying to do both. 

Example of a strong Instagram bio:

“Chicagoland residential and commercial Interior Designer. My style: vintage glam with modern elements. AD Pro featured.”

You don’t need to be featured in Architectural Digest! What makes you stand out? 

 

Create strategic, branded content:

You need to deliver content regularly so people have a reason to follow you and potential leads are reminded of you when you do. Get on a schedule of posting 3-5 times a week. Sharing relevant content of your day-to-day life in stories is a great opportunity for engagement too. 

 

You can plan far in advance and get a calendar set for the month with scheduling apps like Sprout Social, Buffer, Later, etc. It doesn’t have to be elaborate with carousels of photos for each post or wordy captions, just consistent.

 

Consider these ideas for your feed:

Images from your projects (if they are not in review to be published)

Your favorite products in room/lifestyle settings

Reviews and words of praise from clients 

Tips and tricks – give them some insight

Just a few, decent personal photos to show potential clients who you are 

Send Newsletters worthy of opening:

 

It takes, on average, 8 interactions with your brand to make a sale or sign a client.  That’s a lot!  Ultimately, your goal from your website and social media is to get people in your network so you can continually reconnect and stay top of mind for when they are ready for your help. Your newsletter is central to that. It should be approached like an update from a helpful and an interesting friend, not from a pushy salesperson. These should be composed in a way that reconnects leads with you on a personal level, inspires them, and makes them excited for the next. 

 

Think about these ideas for your newsletter: 

• Include a latest project – wow them with before and after shots
• Lend a helpful design tip they can try at home 
• Share latest industry news and tidbits you find exciting 
• Offer a free consultation for a limited time as an incentive to get in touch 

 

The more of a rapport you can build with your customers and leads online sets a valuable impression for a meaningful working relationship that could follow.  

 

The pandemic has affected our industry deeply but it’s also created some amazing opportunities for us to come out stronger. Get ahead on your web and social presence and begin to reap the benefits as we make our way back! 

 

 

 

I am so excited to welcome you to your new, trusted and FUN corner of the world (wide web), The Philes. We are consistently working behind the scenes at Circaphiles to bring you support and top of mind problem solving to help your business be the best it can be. The Philes is our latest endeavor to do just that!

 

I want this site to be a destination for you – the reader.  Like that favorite road trip you take when you feel frazzled!   A unique place to be inspired, hear straight from your peers and be a place that you can come to every week for something new.

 

So what can you expect from us, here at The Philes? An edited place for high design, conversations with your colleagues on relatable topics, tips from professionals and vendors, and so much more.  Come inside!  I think you’ll want to return to it, read it, and share it. We are all so glad you’re here!  Enjoy, from the bottom of my hospitable Southern heart!