Do You Need a Niche in Interior Design?
If you have been in the industry long enough, you have heard the question, What is your niche in interior design. Some design pros swear by specializing in one lane, while others enjoy variety across project types. A niche can provide clarity, help attract aligned clients, and position you as an expert. This piece draws on a lively discussion inside the Interior Design Community, plus field-tested tips you can use today. We also point to the To-The-Trade podcast for deeper conversations on the business of interior design.
Why a niche in interior design matters
A niche is not about limiting yourself, it is about defining your lane.
“It is the best way to communicate to the right potential clients that you are their best choice. Not getting specific on your niche can lead to confusion and slower growth. You cannot be everything to everyone, so pick what you love and be the best at it.” — @lsi_workshop One designer put it clearly, it is the best way to communicate to the right potential clients that you are their best choice. When you pick what you love and become known for it, you reduce confusion and speed up growth.
Designers who found their lane
Many designers discover their niche organically, through passion, experience, or client demand. Here are standout examples from the community, shown with their Instagram handles.
Kitchens and baths for life
“I remember taking a kitchen and bath class in my second semester of design school and I knew instantly that was my lane. I have been designing kitchens and baths for over 20 years and every project still makes me excited to start. I never get tired of it.” — @ventura_interiordesign
Sustainable interiors
“This could mean many different things depending on the client’s values, healthy indoor air quality, prioritizing reuse, making low-waste decisions, sourcing low carbon. We talk to clients about what is important and make it a key focus.” — @idgreenlist
Sensory-friendly spaces
“Yes, Sensory Friendly Interiors. To serve clients who want a calm space or families who need a sensory-friendly home for their neurodiverse family members.” — @maatiinteriors
Antiques and historical design
“My niche as a Period French antiques dealer evolved into both antiques and interior design. This included importing antique roofing materials and architectural items. It became a draw for certain clients who wanted something truly unique.” — @mhmcantq
These examples demonstrate how a niche can emerge from diverse roots, such as personal passion, education, or a unique skill set.
When you do not have a niche yet
Not every designer has one, and that is okay. Some prefer to remain flexible:
“No, but I would love to furnish a whole house using antiques someday. I know that this would be very costly and time-consuming, but someday.” — @ryannstudios
Others simply love the variety:
“I am obsessed with new construction. I love every aspect of starting from scratch, mixing textures, cabinet elevations, lighting, and metals. I love everything about it.” — @interiors_byholly
If you are early in your career, try different types of projects to discover where you shine. A niche does not have to be immediate.
Pros of having a niche
- Marketing becomes clearer, your messaging, portfolio, and branding align around one specialty.
- Attracts ideal clients, people searching for exactly what you do can find you more easily.
- Expert status, repetition in one lane builds authority, referrals, and press.
- Streamlined processes, workflows, vendor relationships, and design packages get sharper for that work type.
Challenges of choosing a niche
- Potential limitations, you may feel boxed in if you crave variety.
- Market shifts, if demand changes, you might need to reframe your expertise.
- Client assumptions, some prospects may think you only handle that one project type.
As the antiques example shows, market changes can impact even strong niches. Flexibility remains a strength. You can hold a specialty and still accept great general projects when they align.
How to find your niche in interior design
Use these prompts to zero in on your lane:
- Which projects make you light up every time?
- What kinds of clients do you enjoy working with most?
- Which skills do you have that other designers might not, for example, CAD speed, antiques sourcing, and sustainability chops?
- Where you see consistent demand in your local market.
Sometimes your niche is hiding in plain sight, the projects you get asked for the most or the ones that feel the most rewarding.