Why I Help Regular People Get Happy At Home.

When I started my interior design business, I had a big decision to make: would I focus on the luxury market and cater to the top 1%, or would I serve the mid-market, designing for “real” people living in regular homes? All my mentors encouraged me to “aim high” saying “That’s where the money is.”

But I had a problem with that. This decision wasn’t just about the money. It was about aligning my business with my values and passions. From day one I knew I wanted to serve “real people.” It took me a while to figure out how to communicate that on my website, but I knew that either I’d figure it out, or I’d find a different career. That’s how important it was to me to help regular people get happy at home.

This decision—choosing whether to serve mid-market or luxe-market clients—is something every interior designer needs to think about. It’s the difference between being a Generalist, or a Specialist. And at every level, Specialists always get paid more.

The Illusion of Serving Everyone

Many designers fall into the Generalist trap, claiming they can help clients of all budgets. Too often, what this really means is that clients with mid-range budgets find themselves facing higher costs than they expected. I get it. Shopping retail is rife with challenges, and we only want to put our name on designs and products that we know will stand the wear and tear of real life. But failing to communicate what your clients really need to budget, and having them figure that out after you sign the contract, creates a mismatch, eroding essential trust right when you need it most!

Once I made a conscious choice to target the mid-market, both my marketing and my sourcing reflected that. From the way I position my services to the language I use, everything is geared toward clients who want beautiful, functional designs without breaking the bank. My clients breathe a sigh of relief when they find me because they finally feel understood. And I structured my services in a way that made sure I was paid very well for my designs, leaving them free to buy retail on their own timeline.

Building Trust Through Clear Marketing

When your marketing clearly targets your ideal client—whether they’re in the luxury market or the mid-market—it builds trust. Clients want to feel like you “get” them, that you understand their needs, expectations, and concerns. And the needs of a mid-market client are very different from those of a luxury client.

For example, mid-market clients don’t have a second or third property to escape to during a lengthy remodel. They need the project to be done on time. They also don’t have money to waste, and have often saved up for years for this remodel, or are taking a home equity loan to invest in this once-in-a-lifetime project. With the budgets lower and the money more precious, they need it done right the first time because they can’t afford to do it over.

This is why I choose to serve this market: it’s where I can make a real, daily impact on people’s lives. I design for people who live in their homes, not just those who own them.

The Power of Specialization

Getting clear on my niche—real people in regular homes—didn’t just build trust; it also streamlined my business. I didn’t need to be an expert in every high-end resource or the latest luxury trends. Instead, I focused on the vendors, products, and installation methods that work best for my niche. This specialization made me both a perceived and actual expert in my field, which boosted my confidence. Clients responded to that confidence, which in turn made sales a million times easier. Win, win, win!

When you’re clear about who you serve and how you serve them, it shows. And that’s what attracts the right clients to your business.

Questions to Help You Define Your Luxury Level

Are you still figuring out which lane to pick? Here are some questions to consider:

• What kind of clients do you naturally connect with? Are they more mid-market or luxury?
• What skills and talents do you bring to the table, and how do they align with your ideal client’s needs?
• What kind of projects excite you the most? Are they grand, luxurious designs or more practical, impactful transformations?
• What’s your background, and how does it influence the type of clients you want to serve?
• What are you passionate about in your work? How can you build a business that aligns with that passion?

Ready to Pick Your Lane?

Choosing the right luxury level for your business is more than just a financial decision; it’s about aligning with your values, strengths, and passions. If you’re feeling stuck trying to figure this out, remember that you don’t have to do it alone. As a business coach for residential interior designers, I’m here to help you navigate these decisions and build a business that makes you Seriously Happy. Reach out for 1-1 coaching, and let’s get you on the path to clarity and success!

Like this, and want more?

You might enjoy my next post on how I defined the interior design services we offered at Seriously Happy Homes.

Be brave, and may your business always be seriously happy!