Designer Series: Joie Wilson

June 2013

Featured designer: Joie Wilson
Naples, FL |


Joie and I go way back.  Surprising, since we are still so young!  She and I were Training and Development Specialists for Ethan Allen in the mid 80’s after being successful Designer Salespeople on EA retail floors.  We reconnected a dozen years ago after bumping into each other at High Point Market when she was working for the Hearst Corporation (Good Housekeeping, House Beautiful, Veranda, Elle Decor, and more).  She’s a talented designer and a great sales person who has just opened a small retail hot spot in Naples, Florida – where she serves something cool and sparkling late every afternoon.  With her innovative style, and her enthusiasm and sense of fun… plus a couple of dogs on the sofa…her new digs (Joie Wilson Design Studio) will be the place to stop and shop in the on season and off!


1.  What are the biggest changes you have seen to the industry and to your business in the last 5 years?

One of the biggest  changes is how both designers and clients find products.  First Dibs allows me to shop the world for both one of a kind furnishings and accessories, and also to refine my one eye for sense of scale and pure design inspiration.  I have not had the experience of clients checking prices on line, but they do look for specific items.  It is just so efficient, if I need a “map” wallpaper, I simply Google that, and I find wallpapers from several sources.  Usually I call the showroom and they will even overnight memo’s, so we can be so much more efficient with our time.

In the last few months I have opened a design studio as an alternative to a home office.  It is truly remarkable to see the reaction of clients to large presentations, possible with large work surfaces and a display/presentation board, as well as their reaction to one of a kind artisan items I display.  Items truly do just seem to jump in the car and go home with clients, which reinforces that clients really do want to see, touch and experience items first hand, the total opposite of web-based shopping.

Also, I bring my dog to work somedays.  Clients love the immediate connection to a part of my life that exists outside of the work environment.

The principal reason I opened the studio is for street advertising (vs. print).  I found a location on a major road, with over 1 million cars that pass by in a year.  This was the best advertising I could do.  I use my local wholesale showroom to facilitate my ordering, and the showroom has partnered with me by putting inventory in.  Saves me out of pocket for furniture inventory, and gives them a direct experience with more retail customers.  I have become a bit of a case study for them.  Also, I do not have any price tags in my studio.

This enables me to start a conversation with almost everyone that stops in, and they also realize this is a service based studio, not just a store.  Of course, this may change if I see a return on more cash and carry items.  I also feature lots of art work on consignment from local artists.


2.  What have you done in your business to respond to those changes – and how is that working for you?

Response to changes, I have started taking credit cards for payment.  I do increase my percentage for cost plus fee basis to cover the cc charges.  It is just so immediate for my payment, and for payments to my work rooms.  It also simplifies book keeping as I no longer have to manage a large balance of money from my clients through the purchase stage.  Many of my clients live in other cities as I am in a resort community, so now I do not have to track them down to send checks.  It is a seamless way to handle billings and payments.  My cc service is through my bank and there is even a line on the receipt/transaction form where I can identify “Draperies for Steve’s room.”

I have also worked to develop relationships with the local magazine editors, which does create an opportunity for press coverage.   I have offered the use of my studio to local service organizations for meetings, it is just good energy to have that flow of guests.


Joie Wilson (5)

ASIDFSC Showhouse 045

3.  What do you predict for the future of the interior design industry – and how can designers prepare for that?

Just to stay aware of the best of products that suit your client base.  They love it when I show them something that is new to the town, the first of a series from an artist or manufacturer.  Also I customize a lot of furniture pieces that I buy from standard furniture vendors.  I live in a tropical market, so the large number of white, blond, washed or almost unfinished items offer a wonderful canvas for colored glazes and surface applications.  Also continue to offer the total package, if they just want an item there are so many great resources available to all of us as consumers.

Just keep trying to have something that no one else features, I design custom curtain rods for example with star fish, and can offer any shell or coral design.

Designer Series: Susan Shulman

April 1, 2013

Featured designer: Susan Shulman
West Newton, MA |

Susan Shulman

Jody: I have enjoyed knowing and working with Susan for several years now.  When I asked her to participate in the Designer Series, I was pleased that she included how we met and enjoyed reading her perspective on that time.  Since then we have kept in touch and speak regularly about the challenges facing the industry and the designers and how to best use them as opportunities for growth and success.  As I am, Susan is a straight shooter who is always looking to make things just a little bit better.  I hope you enjoy her as much as I do.

Susan: When Jody Seivert invited me to contribute to her selling design, I was truly honored and excited.  What better way to show my appreciation to a woman who has immeasurably impacted my business and it’s bottom line with the most useful and insightful business practices of any single person in my more than 20 years in the business.

I first met Jody in 2002.  As a charter member of the Boston Design Center‘s Designer on Call program, the design center management brought her before us to improve our individual businesses which would reflect back to the DOC bottom line as well.  Upon completion of the BDC’s program I saw the value of staying on and investing in myself by earning a certificate after completing one x one’s “build your own business” program.  The return on my investment, and then some, occurred with my first client and continues to this day.  My association with Jody has flourished all these years.  She’s been an invaluable resource for solutions to present day issues.  She is my best sounding board and most trusted confidant, lending an ear and marvelous “Jody speak” when I need it the most.  Jody’s understanding of all aspects of the business from every sector in the marketplace is nothing short of phenomenal.

Susan Shulman

1. What are the biggest changes you have seen to the industry and to your business in the last 5 years?

When the markets tumbled in 2008 manufacturers ceased stocking as much product as in previous years.  Many fabrics were suddenly unavailable without a firm order and still offered longer lead times to produce and deliver.  Even with less demands for goods,  lead times were no shorter for case goods.  Manufacturers had laid off much of their skilled workforce.  Those retained employees were left to keep pace with fewer new orders.  Hence, it took slightly longer to produce a fully furnished room from start to finish.  It still does take longer for some product but lead times have bounced back some in the last year or two to where it was prior to 2009.

In the meantime, we saw a rise in user friendly manufacturer websites making it easier than ever to search for goods and manage our own accounts online.

While this was occurring in the manufacturing sector, our clients took much longer to make the decision to buy.  Often I was paid for my time to design rooms, source product and provide proposals yet the client was now sitting with these proposals making no clear indication when they would initiate the purchase.  This lag time put the skids on the bottom line for 2009.  By 2010 things were looking better and I truly think people got tired of waiting things out and got back to the business of spending money.  There is a large psychological factor to justify that people do want to spend money and want their homes to be a reflection of who they are and how they want to live.  There is still a strong desire among many to have a beautiful home with high quality furnishings but the realization is that the events of the last several years have left far fewer who can afford the luxury experience of hiring an Interior Designer.

The Internet has opened accessibility of more fine product to everyone.  Our clients may no longer need us for access to certain high end goods.  Television shows have given rise to the notion that tackling an interior design project yourself is easy, fun and fast.  Notice I did not say cheaper but they also think this is possible.  But more on this later.

Susan Shulman

2. What have you done in your business to respond to those changes – and how is that working for you?

In order to find these fewer qualified clients I have sought to increase my presence on the web by redesigning my website, twice in the last two years.  The most recent update made the site compatible with the iPad and iPhone.  This really is a must with the ubiquitous iPhone.  I also committed to a multi-year print campaign in a highly respected shelter magazine in the Northeast.  Additionally, my sales strategy has been to reposition myself as a curator of all elements that comprise good design while delivering an experience for the client that can only be achieved by hiring me for my expertise and execution.  I explain that it is the client who chooses to go it alone who will achieve entirely different results even with the same goals and vision in mind for the same project.   I let prospective clients know that although they may be able to purchase beautiful furniture on their own, much of it will not be the right size or scale for the space.  Worse yet, there is no guarantee that their results will be harmonious or function well over time.  There are still plenty of designers that do not know how to specify the right fabric for a particular application.  So how can a client be expected to do this correctly?  That’s a good thing!  They need us.  It’s not just the ability to buy beautiful objects, it is that we know how to combine them in a space to produce the superior results they expect.  Compare two people with similar ingredients making the same recipe.  I would place my money on the professional chef to produce the better tasting results.  The prospective client doesn’t know what they don’t know.  This is simply a matter of what I call  “Jody speak” and, perhaps, good old fashioned trade secrets.  Left to their own devices, their mistakes will be costly ones.  I also emphasize that my tradespeople are a dedicated team built through years of close collaboration and repeat business, committed to producing superior results for me and therefore them.

This is often a clear benefit that comes in tandem with hiring me.  I think there has to be a healthy realization that the prospective client will not be as successful in reaching their ultimate goal when going solo.  The results will speak for themselves.  I also try to help them understand that investing in their homes and doing so right now is always a good decision.  More than a few times I’ve received the same phone call from a client who wants to renovate a kitchen or bathroom followed by an admission that they are doing it so when they sell their home (next year!) they will get a higher price.  My thought is, “Where were you five years ago when you could have done the same renovation and lived your life in a beautiful space you’ve always dreamed of having?  Why wait to renovate and then give it all away by move out so soon after living through the process of a renovation.”  Creating a compelling reason to act now can help a client feel good about not waiting to initiate a project.  They get the space they want, their house improves in value and you get the job.

Susan Shulman

3. What do you predict for the future of the interior design industry – and how can designers prepare for that?

The future of the business will evolve with the Internet continuing to bring us the world at out fingertips.  It’s never been easier to find and purchase new product.  Technology has made a huge impact in the way I source, buy and make presentations for work.  It has also advanced the launch of new and innovative surface materials for walls, flooring and kitchens.  Technology is making advances in manufacturing techniques such as 3D printing which also allows forms and models to be built.  Led lighting will continue to break new ground as this is a true shift in the industry and not merely a passing trend.  I have steadily increased setting up wholesale accounts with internet sites and direct sales associates.  This allows me to stay competitive with client expectations.  I want a wide variety of places to source items from whom my clients may not be able to purchase.  Best of all, most of these sites will protect the designer by requiring business credentials and tax ID verification.

Getting our individual messages out online and through other chosen means of communication will continue to be important.  More than ever, we need to stay focused  on our role in the industry as service based providers and never forget we must always deliver outrageous customer service.

Get a Foot in the Door….

Get a Foot in the Door

For salespeople everywhere

Most people think that to ‘get a foot in the door’ means to have some sort of entrance into a place that has been otherwise inaccessible to you.  And if you look up the term, that is the first definition.

The second definition is equally interesting.  It comes from a time when door to door salespeople would put their ‘foot in the door’ when the homeowner opened it to keep it from closing on them.  Can’t you just picture that?

So I got to thinking….

If we are truly out to generate sales versus just responding to buyer requests, we need to find a way to get in the door and to keep that door open to us.

Making the Inaccessible Accessible

Do you have a client database – actually set up as a database?  In Outlook, Access, Excel?  Set up in way that you can easily access it?  I have found that salespeople and designers don’t use their database for additional business or projects and even less for building opportunities for referral business.  If you have one, pull it out and dust it off and start mailing or calling your favorites.  Create and prepare a ‘reason’ to be in touch – a reason that would benefit them.

If you want to build your business through referral, or if you want them to make an introduction, ask them to do that.  People really like to help other people, and if they like you and you’ve contributed to the relationship in ways that work for them, they will help you.  Trust me and try it.  Today.

Stay In

Consider ‘openers’ in conversation that are engaging, thoughtful, and inquisitive.  Ask someone something that’s different from what everyone else asks.  Get their attention and hold it.  When I work with teams who have inside and outside salespeople, I encourage the outside salespeople to give the inside peeps ‘openers’, something that they can say “Karen told me that you…..” and then ask more questions about that.  Ask good questions and listen deeply to their answers.  When we get stuck or the conversation stops, it’s often because we got distracted or started thinking about ourselves.  Ask the other person to ‘tell me more about that’…and then start listening again.

Our results are closely linked to how we begin – the conversation, the connection, the relationship.  Let’s do better at getting off on the right foot and getting that foot in the door, and keeping it there.

Now, go ask some questions and sell something!