Today we’d like to introduce you to Lauren Figueroa.
Lauren, we appreciate you taking the time to share your story with us today. Where does your story begin?
After studying vocal music in undergrad, I found my way into interior design in a bit of a roundabout way. I was always interested in design growing up, but I got my first real hands-on taste while spending time putting together my first home with my husband just after we got married in 2014—a two bedroom apartment in Cherry Hill, Grand Rapids.
I remember saying to one of my co-workers at the time that if I could do ANYTHING, it would be interior design. Then I thought, wait a second, that does not seem out of reach!
Before getting started, I reached out to a handful of designers to ask about their experience, researched, read TONS of design blogs, and practiced a lot on my own space.
Then I did what any logical person would do (haha): I made a business card, started attending local networking events, and I let folks know I was offering design services—a little bold looking back on it, but ten years later, I’m going strong!
We all face challenges, but looking back would you describe it as a relatively smooth road?
I’d say it’s been more of a windy path, and it continues to be!
Being a self-taught designer who didn’t have the experience of working with a firm before getting started, I had to figure out a lot of the design and business process on my own. That had its upsides, though, because I was able to think outside the typical design-process box and apply process ideas from other industries as well.
Like many creatives, I’ve struggled with comparison and imposter syndrome, but I made a decision a long time ago that I wouldn’t follow other local designers on socials so that I could focus on my own lane and not get caught in the comparison game.
Every few years, I also find myself reevaluating my offerings and my process and making tweeks—or even major overhauls.
Sometimes those changes comes with big impact—after covid I decided to focus less on full-service projects (which had been my bread and butter service) to focus more on day long sessions with clients. I gained back a ton of time, but that meant taking a decent pay cut for a while while I built up a client base for that service.
Now, I’m feeling more excited about larger and designer-managed furnishing projects, which requires a shift in audience again. So I’d say, the struggle (and the joy) is that I’ve had to be constantly flexible and dynamic—when you realize your getting comfortable, it’s probably time for a change!
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
For just over a decade, I’ve been working with clients to furnish and remodel their homes throughout west + southeast Michigan.
I’d say about 80% of my clients work with me via day-long sessions where we meet in their spaces to create a plan that they can execute over time.
The other 20% are larger projects—typically multi-room or whole home furnishings projects—where I take the reins on everything from design to procurement to installation and styling.
On the values side of things: a of years back, I worked with my friend and business coach to narrow in on my core values, not just as a business, but as a person. Here’s what I came up with:
1) Be courageous
2) Curiosity, respect, honesty, & kindness go hand in hand
3) We try things here
4) Always be learning, creating, sharing, & serving
I’ll elaborate…
Every aspect of the design process takes COURAGE (#1), both for myself and for my clients. It can be scary to let someone take the reins on such a personal project! And, it can be scary to do that FOR someone, too!
Which is why value #2 is soooo important. As long as we are being curious and honest with each other in a way that is respectful and kind, there’s no way we can’t succeed in creating a great space together.
#3, “We try things here”…this is probably the value that has made all the difference. I am constantly trying new things, often failing at them, then reiterating, and trying new things again. This is how we grow! And, it’s also a lot of fun. So if we work together, I’ll probably ask you to try a few new things, whether it’s as big as pushing your style boundaries, or as small as trying out a new layout.
And #4: “Always be learning, creating, sharing, & serving.” I never want to become stagnant in my work or in my personal life. I want to see my style, processes, & ability to serve clients well evolve and grow, and I want to share that with you!
Pricing:
- Designed in a Day Sessions: $2,497
- Virtual Sessions: $497
- Full-Service Design: For Project Budgets Starting at $30,000
Contact Info:
- Website: https://www.LFdesigns.co
- Instagram: @LFdesigns.co
