Megan Garrett: Tell me a little bit about how you started Roost Interior Design.
Leslie Huntley: Well, people I was working with at Snaidaro cabinetry internship had to go out of business because of economy, at that point I had redesigned my own kitchen using their cabinetry, and helped them with their projects, so I felt independent enough to go out and do my own thing.
M.G. And when did you start this internship, and then go out on your own?
L.H. I had the internship summer of my senior year, and then when they unfortunately went under, there was kind of a seamless transition between when they went out and I came in. I started working with friend of mine from college, and a nonprofit organization that I worked for at the time, they both wanted a kitchen design with IKEA cabinetry. I didn’t have to be affiliated with a showroom for those products, I could get them on my own, so I started with those designs.
M.G. How did you come up with the name Roost for your business?
L.H. Well, I thought about a lot of different things, but Leslie Huntley Designs just didn’t work. So at first, “Nest” came to mind, but there were already 20 million “Nests” out there. My friend’s husband actually put “nest” into a thesaurus, and roost just stuck out. Some people think “rooster”, or envision a country style. There are some other roost businesses, but I have run into no conflicts..
I think Roost brings to mind a contemporary connotation, I like rounded letters. It was somewhat unusual, you know, you hear “nest” a lot… I just liked the sound of it.”
M.G. Could you give me some examples to illustrate the challenges you faced in starting Roost Interiors?
L.H. I think one was just the confidence to do it, because I never anticipated wanting to work for myself, by myself. I don’t really consider myself uber organized, or a great bookkeeper, or adept at a lot of the particulars like taxes etcetera… I felt like I started out behind the eight-ball, because I was older. But I think that if you are an intelligent person who has other experience, it really helps you to go out there and stand on your own and have people take you seriously. I think it was a confidence thing, the more you do and the more feedback you get, the more confident you become.
Another challenge was getting the logistics together. I’m more of a big picture/creative person, not a nitty-gritty detail person. The left-brain stuff was definitely a challenge.
M.G. Let’s talk about your recent Better Homes and Gardens publication. Congratulations by the way! How did you get your work out there?
L.H. In order to be successful on your own, you cant be shy, you cant keep your mouth closed, I don’t mean be obnoxious. For the Better Homes and Garden’s publication, I was searching for Interior Design websites, I asked a highly published designer how she did it, and asked her for advice. She forwarded my website and blog to the regional editor, the editor happened to have attended Wake forest, like I did, and they published it.
Then WNC magazine saw it on my blog, they had an idea on doing a story about flipping houses, and the Texas magazine just came about, I had nothing to do with it. I knew I could write, do a blog, get on facebook, and things just kind of happen.
M.G. And how are you dealing with the financial side of your business?
L.H. Well, with expensive design programs, you start to embrace the power of things being tax deductible, or telling yourself that, anyway. A friend of mine gave me this advice: Tailor your job and your life so that your life is basically tax deductible. In a way, it’s kind of true, trips to New York for business, design magazines that you use for inspiration, appliances for testing ,meals with my clients and with friends to talk about business ideas, all tax deductible.”
M.G. When differences in opinion about pricing arise with your client, how do you and your team manage to make the client understand the value of your services?
I have had no issues with that yet , most likely because I way under price myself
M.G. How have the experiences that you have had during the recent recession influence the way that you now run your company?
Well, since I started this business during the recession, it has been stressful, it’s also reassuring to know that if I could build it now, then it could only get better!!!
M.G. What advice would you give to someone who was considering a career in Interior Design considering the current market?
L.H. I think I would say, I built my business by designing my own kitchen and my friends’ kitchens. Be willing to do things for a reduced or no rate at first, and be creative about portfolio pieces that you could potentially build. It could have been my bedroom, or my parents’ room, etcetera…projects that you don’t get a lot of money for are still legit projects, and nobody needs to know that. Things like blogging and facebook, etc are free and can be used to great effect. I’m behind on updating my blog but it’s been a tool that has truly helped me. Also, have a big mouth, definitely!
M.G. How do you keep up with current events in your industry, and as a business person in general?
L.H. Magazines obviously…also I’m gonna make myself go to (Highpoint) market even though it’s exhausting. I don’t do as much as I should, I have participated in design industry chapter meetings, but I don’t always click with those people. I have gone to meetings, not sure how much it’s helped, it’s kind of like hobnobbing with people who are in the same industry. I have heard that AIA meetings have some great learning sessions etc, great networking group to work with architects and builders, as opposed to all same suit. I’m not a sorority girl, that feels like that to me, where you feel like a giant bird when you walk into the room.
M.G. What do you consider to be your most beneficial networking tool for business?
L.H. A lot of times I’m on the board of a nonprofit called Open Doors. They provide educational enrichment services for underprivileged youth.
Its whole group of people who have money, and you meet more people who have money, so that’s a great tool. I have also given gift certificates at silent auctions, Animal Compassion Network, Beauty Through Cancer, etc. For example, I’ll contribute 5 hours free/3 hours free etc, sometimes people use the allotted time and then never contact you again, but sometimes it turns into a kitchen design, and you are helping people. Your stuff is getting out there.
M.G.Fee structures vary and are sometimes controversial, especially with the changing market. How do you structure your fees?
L.H. When I started out, I called Alchemy Design, she charged $XXX.00/hour, so I started out at $XX.00 an hour,, and we split the discount on product. The new New York client was different, I charged $XX.00 an hour but then I charged $XXX.00 a day plus $XXX.00 for travel. It was a learning experience… I recognized the tangible benefit of the whole thing. But as I go I will establish new rates, it’s a guessing game at first. Call other designers (or, have friends call). I think that is a good way to test the waters.
