Show Summary:
In this heartfelt and practical episode of the To-The-Trade podcast, host Laurie Laizure sits down with Jenny Warner, founder of J.Thomas Designs, to unpack the real journey of building a profitable interior design business grounded in experience, grit, and evolution.
Jenny shares how her childhood immersed in DIY home builds, restaurant design projects, and parental mentorship laid the groundwork for a business steeped in construction know-how and authentic creativity. Her father, an engineer with an architect’s soul, sparked Jenny’s understanding of structure and aesthetics early on. Fast forward 24 years, and she’s still applying the lessons learned, such as the importance of identifying quality craftsmanship and maintaining a strong, educated stance when working with trades.
What sets this episode apart is the candid conversation about business mistakes and money mindset. Jenny recounts her wake-up call moment when her father walked her through her first-year P&L and revealed that she had only billed two hours a week despite working nonstop. That reckoning taught her to value her time, own her worth, and take her business seriously, focusing on billing, profitability, and protecting her energy.
Jenny also delves into how she has intentionally grown her team, starting with a bookkeeper, then hiring interns, and eventually building a supportive team of part-time professionals who thrive in a flexible, high-integrity work environment. Her leadership approach focuses on mutual respect, clear systems, and small but meaningful rewards, such as post-install foot massages for a job well done.
This episode offers a mature and honest lens on the later stages of a design career, exploring legacy planning, refining your ideal projects, and assessing new opportunities with discernment. Laurie and Jenny also address the dangers of overextending into vanity projects and the importance of finding trusted voices amidst the industry noise.
Whether you’re just starting or reevaluating your next chapter, this is a must-listen for design pros who want a profitable, sustainable, and soul-fulfilling business.
Time Stamp-
00:00 – 03:00 Laurie introduces Jenny Warner and shares how they met and connected over design business talk.
03:00 – 07:00 Jenny describes her childhood immersed in construction, DIY, and creative influence from her parents.
07:00 – 10:00 Why knowing how things are built matters and how Jenny advocates for clients with trades.
10:00 – 14:00 The importance of understanding all aspects of your business, even when outsourcing.
14:00 – 17:00 Jenny’s wake-up call: underbilling despite overworking and learning to value her time.
17:00 – 21:00 Real talk on burnout, resentment, and why fair pricing is key to client relationships.
21:00 – 24:00 Owning mistakes, setting boundaries, and an example of taking a financial hit for client trust.
24:00 – 28:00 How Jenny built her team from bookkeeper to flexible part-time staff and interns.
28:00 – 31:00 Building a positive team culture with rituals and small rewards like post-install spa days.
31:00 – 34:00 The power of celebrating wins and the mental reset it provides for designers.
34:00 – 39:00 Planning for the next chapter: refining project selection and evaluating big-picture goals.
39:00 – 42:00 Vulnerability in growth: seeking help, high-level consulting, and making smart pivots.
42:00 – 47:00 Filtering advice at market, knowing your business needs, and protecting your focus.
47:00 – 53:00 Designer loyalty to trade brands, vendor relationships, and mutual support in a tough year.
53:00 – End Final reflections on staying grounded, building community, and running a values-driven design business.
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