A Dialogue with Daryl Wark and Sarah James
The Reality of Running a Design Studio: Insights from Veteran Designers
Episode 93
Interior design is often portrayed as a glamorous profession filled with beautiful spaces and creative freedom. But what's the reality of running a successful design studio? In this episode of The Design Dialogues, I sit down with two experienced designers—Daryl Wark from Interiors by Daryl Wark and Sarah James from Greenwoods Home—to uncover the truth behind the beautiful façades.
Beth xx
Beyond the Pretty Pictures: The Business of Design
Both Daryl and Sarah came to interior design as career-changers, bringing valuable skills from their previous industries. Sarah's background in advertising and project management gave her crucial business skills, while Daryl's experience as a chef and food stylist honed his eye for presentation and detail.
"Design is actually such a small part of owning a studio and running a successful studio," Beth notes during the conversation. Both guests agree that design work comprises only about 20% of running a design business, with project management, client relations, and supplier management making up the rest.
Setting Boundaries as an Introverted Designer
One of the most candid discussions centers around managing energy as an introverted designer. Both Daryl and Sarah identify as introverts who find client presentations draining.
"I usually don't try and do more than two [presentations] a week if I can help it," Daryl shares. "Sometimes if I'm two days out before a meeting and I'm just not feeling great... I actually cancel a meeting."
Sarah adds that having systems in place to protect your time is essential: "I had an assistant... She'd be booking people in to go out to have introduction meetings, and I'd be doing presentations on the same day. I'd say, 'I just can't creatively think.'"
The Retail Dream vs. Reality
Many designers dream of opening a beautiful retail store or online shop. Both Daryl and Sarah tried this route and offer cautionary tales.
"I would not recommend anyone to do it," Daryl states bluntly about retail. "There's very few small retailers left. You have to be so sure that you are so good at what you do."
Sarah's experience with online retail was similarly challenging: "I thought, I'll just do a little homewares store online, that's easy... Well, I had a few surprises."
Embracing Technology in Design
Despite their cautions about certain business ventures, both designers are enthusiastic about embracing new technologies, particularly AI, in their workflows.
"I think using [AI] as a tool to back you up every day rather than being fearful of it," Daryl explains. Both designers use AI for creating presentation content, summarizing information, and quick research on design standards.
Advice for New Designers
The conversation offers valuable advice for designers at all career stages:
Focus on your strengths and find support for your weaknesses
Set clear boundaries with clients from the beginning
Trust your instincts about potential clients
Question whether you really need a physical office/showroom
Document everything to protect yourself
As Daryl wisely notes, "You're better off to have mints on toast for a week than have to deal with the pain of a bad client."
This episode provides an honest, unfiltered look at the challenges and rewards of building a thriving interior design business—essential listening for anyone in the industry.