The 50 States Project is a series of candid conversations with interior designers across the country about how they’ve built their businesses. This week, Bismarck, North Dakota–based designer Alexa Kingery tells us how she marketed her work while growing her portfolio, how she created a safety net to protect herself in the procurement and billing process, and why she looks up to industry titans without feeling the need to emulate their formulas.
How did you decide to launch your firm?
I grew up in the industry: My dad’s a homebuilder here, so I’ve been around it my whole life. I was working as a home stager in Minneapolis until we moved back to Bismarck about two and a half years ago, and my old boss pushed me to do this. But I didn’t go to school for [design]—I found all these courses on how to do the software and literally taught myself everything, then launched my business.
What did that look like?
I almost did it on a whim. I didn’t have a business plan. I was like, “There’s not really any overhead to start, so what’s the harm?” I had been designing one of my dad’s spec homes, which was going to be in the Parade of Homes here in April 2023. I wanted to launch my business before the parade so I could market myself. It was overwhelming because of how quickly I tried to do it, but it has also been wonderful. And my first few clients were people I knew, which allowed me to ease into it. And then the business just kind of took off.
How did you have to shift the way you showed up in this business as you started to get busy?
I quickly realized that the platform I was using when I first started wasn’t good enough. So I ran through the courses and started using SketchUp. That’s when I really noticed more clients coming: when they started seeing me use better software, which allowed them to see the process better.
There have been all sorts of growing pains. For example, I am now scheduling out months in advance. When I first had to start doing that, I was like, “Are you supposed to have them pay to wait?” I’ll literally Google it and find a course that teaches [how to handle] that.
When you said you were using better visuals, is that about the product collages you post to Instagram?
Yes, exactly. It was hard to get started, because you don’t have a huge portfolio in the beginning. I had to figure out how to market my work when I didn’t really have a lot of work, and [the SketchUp collages allowed me to share my vision]. I’m finally completing some huge projects soon, and I’m looking forward to photographing and sharing those.
What does the average project look like for you right now?
I love new construction, but I also do smaller decorating jobs. Right now, I am doing two new builds—one is just over 4,000 square feet, and the other is a little ranch—and then I have a couple jobs for people who are just decorating or renovating one room in their house.
How do you decide what you’re saying yes to right now?
In the beginning, I said yes to everyone because I wanted the business. It’s exciting that I can now say yes to projects that I’m most excited about, and I’m starting to say no to some of the smaller projects. I’m getting to a point where people can see what I do, they like what I do, and they trust me to run with it. It’s only getting more fun.
How are clients finding you?
It’s definitely word-of-mouth and referrals. I’m lucky that my dad’s a homebuilder here, so I know a lot of the subcontractors—that’s helped, for sure. And I’ve had a few people reach out from searching on Google.
As the work evolves, are you thinking about building a team?
It’s just me for now. I still have one child at home, and our middle one just started daycare in August, so I’ve been working with kids at home. Once I navigate all that and they’re all out of the house, I hope that I’ll have my own studio someday, and maybe a team. But I don’t know yet. I feel like I’m just winging it for now. I think when you don’t have a lot of overhead—I don’t have a studio, so I’m not paying rent—I have been able to be like, “OK, I’m just going to do it.”
Are there parts of the business you would be excited to hand off to someone else someday?
Honestly, I don’t know. The other day, my husband was like, “I’m really jealous that you can’t turn off [your work because you’re passionate about it].” And it’s true: I can’t turn it off. I mean, it’s not all rainbows and butterflies—I’m the sole person here, so all the responsibility is on me, and that is stressful. But I really do love it. I thought it was a lie when people were like, “You don’t work a day in your life when you love your job.” But it’s true.
How have you approached billing for the work?
I don’t have a degree in design and I started on a whim, and I was self-conscious about that in the beginning. I priced myself lower because I didn’t think I deserved to price myself higher. But lately I have been steadily increasing my prices.
Where did you start?
At $50 an hour. Now it depends on the project—for smaller decorating projects, I’ll charge $75 hourly, and then I do lump sums for phases of the build on new construction jobs. But I’ve been working [with a consultant] to rebrand, and I’m going to bump up my prices again [when that goes live].
What do you want to change about your firm’s visual identity?
I want to change the name of my business. I started my Instagram account while we were building our house, and I was like, “I’m going to do this for fun, just to show people the process.” I called it “Alexa, Design My House”—like the Amazon thing, you know? I thought it was cute and kitschy. Then I decided to turn it into a business, so I changed it to Alexa by Design and registered that name. But now that I’m growing and want to be known as a designer who does high-end homes, I feel like the business name doesn’t match [the work I want to attract]. I just don’t love it anymore.
Do you know what you’re changing to?
I don’t for sure. I think I want to keep my name in it, just to keep some familiarity for the people here who already know who I am. I was honestly thinking “Alexa K. Interiors”—that’s the first thing I thought of—but I’ve just started working with a brand designer.
Aesthetically, how have you positioned yourself in the marketplace?
When my price was lower, I was getting everyone because I didn’t have a niche. But the busier I’ve gotten and the more I’ve raised my prices, the projects have slowly morphed into a style that I love. Now I’m saying yes to projects that align with my vision. I always think of the big designers like Shea McGee or Amber Lewis, where people go to them because they love [their aesthetic]. That is where I want to be eventually.
Can you tell me more about the design scene in Bismarck?
I’m always surprised that it doesn’t seem like it’s slowing down, even with [high] interest rates. People are still building big houses. I can’t tell you the number of people I’ve met in the last year who are moving here from [places like] Tennessee, Virginia, Washington and Idaho.
Style-wise, it seems as though a lot of designers in Bismarck are quite modern. I would say I’m probably the most traditional designer here.
How do you approach sourcing for clients?
A lot of it is online. We don’t have any of the big-name brands in North Dakota—no Pottery Barn, Crate & Barrel, or Arhaus. We have a few furniture stores here that I’ll source with every once in a while, but it really depends on the style people want. Luckily, I lived in Minneapolis for four years, so I’ve been in all those stores—I know what they offer and how things feel.
I was going to go to Las Vegas Market [last summer], and then I got pregnant. I was like, “I could go, but I’ll be 33 weeks pregnant.” I wish I would have gone, because I know Amber Lewis was there, and I freaking love her. But I’m thankful I didn’t, because I did [give birth] a month early. I just got the flyer in the mail the other day for the Market in January, and I’m thinking about going to that one.
Are clients buying their own stuff, or are they buying through you?
I leave it up to them. I do have a lot of trade discounts, and I’ll split them with my clients. If we’re [purchasing that way], I’ll have them do a credit card authorization form, and then I have a design approval [process] with those product boards so that when they approve the design, that gives me the go-ahead to start placing the orders. So that’s how I stay organized myself: I get their information rather than invoicing them for everything. It cuts down on billing, but it’s also a safety net for me.
Where do you see the most opportunity for your business?
With the rebrand, I am trying to elevate my brand and transition [fully] into that high-end new construction [world].
My dad is getting close to retiring, so we’ve also talked about [my] taking that [business] over and kind of combining everything. That’s still a very small possibility, but it’s exciting to think about. It’s funny—he’s been a custom builder in the community for 40 years, and this year is probably the busiest he’s had in the past 10 years. He’s like, “I want to retire. Why am I so busy now?”
Did you always have an inkling that interior design was the right field for you?
I loved fashion and home decor, and I could sit at a computer and do graphic design—I just loved doing creative things. But growing up in North Dakota, there just were not a lot of options for that. The [few] jobs there are can be hard to get, even if you’ve lived in a big city. I felt like I had to start my own business in order to do it, and I was so scared for the longest time.
There are so many ways people talk themselves out of chasing their dreams. I love that you didn’t hold yourself back.
Even if there is no overhead, starting your own business is scary! It took a long time to get here—I mean, I have a degree in business and another degree in nutrition. I’ve done a lot of things. I just never had the confidence to go after what I really wanted. But I remember thinking about designers like Shea McGee and Joanna Gaines, because I am pretty certain they don’t have degrees in interior design either.
And they’ve built empires!
I don’t want an empire, though.
That’s fair! When you look ahead, what does success in this business mean to you?
Maybe it’s living here in North Dakota, but it doesn’t feel like you have to chase your way to the top to be happy. I already feel like I’m successful because I love what I do.
To learn more about Alexa Kingery, visit her website or find her on Instagram.
