To-The-Trade-S2E43 Profit First, Ego Second: Real Talk with Julie Sellers on Interior Design Growth

Show Summary:

In this empowering episode of the To-The-Trade podcast, host Laurie Laizure sits down with business strategist Julie Sellers, founder of @ellevatedoutcomes, to talk scaling, strategy, and sustainability for interior designers.

Julie’s company functions as a high-level advisory firm for creative entrepreneurs, providing CFO- and CEO-level insights to solopreneurs and small teams. From helping designers move beyond the “everything runs through me” phase to building companies capable of supporting long-term financial goals and retirement, Julie brings a business-minded perspective to an industry often driven by emotion.

They address key challenges: how to delegate without losing your design identity, why many designers experience financial difficulties long before seeking help, and what true profitability looks like. Julie shares her “delegation vs. transference” framework, emphasizes understanding “real revenue” versus total revenue, and explains how ego (yes, it has a role!) affects creative entrepreneurship.

Laurie incorporates community-sourced data, including IDC polls showing most designers aren’t on track for retirement and over half earn under $100K annually. They explain what it takes to build a business, not just a portfolio, and why understanding your profit and loss is essential for growth.

Whether you’re leading a team, planning for succession, or just aiming to pay yourself a consistent salary, this episode is full of practical insights and mindset shifts. Tune in for an honest, funny, and financially focused look at the business of interior design.