With the number of interior design firms on the rise, it’s harder and harder to stick out in the sea of talent. This week, we asked four design pros—Assel Baimakhan, Lucy Harris, Aria Jahanshahi and Olga Malyev—how they spread the word about their businesses.
Trust the Media
“I get the word out about my eponymous studio through projects featured in print and online publications, [listing my firm] in the AD Pro Directory, and social media platforms such as Instagram and Facebook. My father was an editor, so sharing the story of the project, as well as the visual images, is important to me as a designer and reader. Being published gives me the opportunity to share insight into how, with my team, I develop relationships with the clients—and how that leads to designing homes unique to each homeowner. The design and decor are successful because each project is truly bespoke to them. The story of all of our projects is a story about relationships, and those relationships are invaluable to me and my team.” —Lucy Harris, Lucy Harris Studio, New York
A New Arena
“I am now based in the United States [after living and working in Kazakhstan for more than 20 years], and that means I have to actively advertise my firm and present myself as an interior designer. When I worked in Kazakhstan, I was already a well-known interior designer there, [so] I did not need to present myself, [because] people already knew what to expect from me. But here, people do not know me yet. I am starting from scratch, and this is both very hard and very inspiring. So, I advertise. I started an Instagram, I began posting on TikTok, I reached out to real estate agents, and I introduce myself everywhere I can. I participate in community groups, even on Facebook, where I write and share who I am and what I do. Right now, the best tool for me has been Instagram, especially Reels. They allow me to show my personality, my projects and my expertise in a way that connects directly with people. Hiring a PR specialist is one of the most effective strategies to establish yourself in expert circles and to become more recognized. A professional PR manager is experienced in working with glossy magazines and other media outlets, and usually has strong connections with editors. Instead of writing to magazine editors yourself—where many emails often remain unanswered—you can rely on a specialist who knows this field inside and out. By hiring such a professional, you significantly increase the chances that your projects will be published and noticed.” —Assel Baimakhan, DesignCraft Interiors, Chicago
Word-of-Mouth
“We have never formally advertised, instead relying on client recommendations and repeat clients who return to us because we have built a strong, collaborative team that moves projects fluidly from concept to completion. We emphasize long-term relationships with consultants, contractors and millworkers, creating a network of trusted collaborators who bring consistency and care to each project, and most importantly, budget control. As principal, I take a hands-on approach to every commission, ensuring that each client feels their project receives my full attention. This not only shapes the design process, but also fosters genuine friendships and collaborations that continue long after a project is complete. Our work is sustained by this trust, as clients know their vision will be carried through with clarity, craftsmanship and experience.” —Aria Jahanshahi, Opa Architecture, New York
Social Connection
“Instagram is our primary channel for [marketing]. Since our projects often take months or even years to complete, the platform allows us to share the design process, give insights into our approach, and connect with potential clients in a meaningful way. Professional photography is an essential part of our process. Each project is carefully captured so our work can speak for itself and reach a wider audience. [Coverage] in design media helps us expand our audience and attract new clients. We work with professionals who know how to position projects for the right editors, letting us focus on what we love most—design. Before becoming an interior designer, I spent over five years working in marketing for large international companies, so I know firsthand how advertising can successfully promote a product or brand.” —Olga Malyev, Malyev | Schafer, London, Miami, and Short Hills, New Jersey
