"Had to learn how to calm down and focus, and most of all be patient" with Kayla Goldstein

Kayla LLC is an interior design firm focused on helping new homeowners design set up their forever home.

Seeing all the stress anyone setting up a home was going through really irked Kayla. To her, setting up home should be about creating a place where you are going to create your best memories, let us make it so! So Kayla set about renovating homes in a way that the owners can feel confident. No more second-guessing, no more overwhelm. Kayla handles all the behind the scenes, deals with the problems and delivers a dream space.

No pushing styles, no “money shots” just you, your home, and your dream. Your family needs, your memories, Kaylas talent.

Can you tell our readers about your background? 

Sure, I grew up in a few different countries, mainly Israel where I got my degree in Architectural Engineering and Interior Design. The day after I graduated, with a four-month-old baby, we moved to New York where I worked in downtown Manhattan for a year in an architecture firm as a drafter and as an interior designer. When I got pregnant with my second child and did not want to be in the rat race anymore, I quit and opened my own interior design company in Rockland County and four years later it is going strong, thank God. 

What inspired you to start your business? 

I really wanted to be in control over the workload I had, the times I worked and the clients I worked for. Working for someone else in the design business means a real limit on your creativity as you are working on someone else's vision. Opening my own company gave me the creative freedom I needed as an artist, but also the time freedom I needed as a mom of two babies. 

Where is your business based?

My business is based in Rockland County, NY, specifically Pomona. I work in this area mainly but will travel to New Jersey or NYC for a big enough job. 

How did you start your business? What were the first steps you took?

The first thing I did was to make a logo. It sounds weird but I doodled it on my desk at work and realized I wanted this faster than I thought. Then I sat up night after night building a website, creating pages of services, and making social media pages. I did not really know how I was going to do it, I just knew I had to. I remember watching Marie Forleo videos A LOT and anything else I could find on google about starting a business. Slowly clients came trickling in, slow and steady and then not steady and then slow—the way it always is in the beginning, but with each client, I learned a lot for my business and eventually it stabled out and grew. 

What has been the most effective way of raising awareness for your business? 

Honestly, Instagram. It almost scares me that so many of my clients come from Instagram since I do not own the platform. However, I put out a lot of videos and helpful content all over Instagram and YoutTube and even Facebook still a bit. I show behind the scenes, and work that I do on Instagram and my client base is about 75% from there. The rest is word of mouth. 

What have been your biggest challenges and how did you overcome them? 

Number One biggest challenge ever was feeling like it was not moving fast enough. I so badly wanted the team, the big clients, the multiple projects, and the never-ending work. But I really had to learn how to calm down and focus, and most of all be patient. The second I stopped wanting it to the point of desperation was the second my business started growing. Jasmine Star told me a workshop she did that I should “focus on what I have and it will become enough” That became my mantra and I can honestly say a clear turning point for my business.

How do you stay focused?

I have a very clear spreadsheet called the Master list and on it is every category in my business. Clients, behind the scenes, social media, my online product of pre-designed rooms, every little thing is on that spreadsheet. Every morning I check it and it is color-coded for what is most urgent - I do it in that order.

I have a spreadsheet for anything needing more than one line in my master. So each client has a spreadsheet of all their products and selections and to-dos, social media has a spreadsheet with each platform, and topics and content repurposing, the pre-designed rooms have a spreadsheet with each room and what updates it needs, etc. 

In addition, I have an office in my house that is designed for my brand, is organized, and has a door! The most important part! I go in there, shut the door, and work. Nothing else matters while I am in my office. 

How do you differentiate your business from the competition? 

I am not a snob. I know a lot of designers are, and will only work with certain budgets or certain styles. I understand motherhood as I am in the trenches of it. I understand that function is just as important as form, and I do not force anything on anyone. I am not an intimidating super stylish high-powered designer who walks in and takes over. I am a friend, and I am here to help. 

What has been your most effective marketing strategy to grow your business? 

I would have to say giving away free content. Giving tips, doing challenges, going live, and answering questions. I find that when I do that, people can see if they like my vibe, or if they feel that they trust me, and that helps them in their decision to hire me. I also give away consultations every once in a while for those on the fence hesitating, just to get in the door. I get 70% of the projects that I consult for. 

What's your best piece of advice for aspiring and new entrepreneurs? 

Be patient. Sit down, decide what your niche is and what your strategy is, and then put your head down and do it. Do not worry about the pace, do not worry if you are doing the right thing. If you tried it for three straight months and you gave it your all and it is not working, then you can move on to the next strategy. But honestly, just be patient. If you are being real and good and have something to give, it will come as long as you put in the work.  

What's your favorite app, blog, and book? Why?

My favorite app is Google Calendar. My whole life is organized there if it isn’t on there it isn’t happening. That is just a fact. 

My favorite blog—I don’t really read blogs, but my favorite blogger right now is Mrs. Amber Gill because she just gives so much value and tips and tricks for homeschooling, motherhood, and being healthy—all things I need to be a successful interior designer and mom. 

My favorite book is A Well-Designed Business by Luann Nigara. It is an amazing compilation of different experts on how to have a successful business, in particular interior design, and it is the kind that you keep on the shelf and check the category whenever you are having trouble with something. 

What's your favorite business tool or resource? Why?

A favorite resource is Jasmine Star and being a Social Curator. It is a great support system, keeps you motivated, and gives you something to work on every month so you are always growing. Plus Jasmine is the sweetest, so ya :) 

Who is your business role model? Why? 

Dina Holland from Honey and Fitz interiors. She is so down to earth and not at all showy. Yet, she has managed to build a hugely successful career out of herself. She is super sweet, answers my DMs which always makes people nicer in my book, and I look up to her immensely. 

What is your beauty routine? What are some of your favorite products? 

I don’t use too many items in the morning. While the kids are getting dressed, I wash my face with water (I know, I should buy a face cleaner, it’s on the list). I color in my eyebrows, put on mascara, bronzer, and lip gloss, and sometimes a bit of blush. That is it! As a religious Jew, I actually cover my hair, so nothing to do there in the morning. 

Regarding what products I use, I honestly could not tell you. I told you I am not a high-powered fancy lady lol. 

How do you balance work and life? 

By trying, its always adjusting and changing especially with growing kids. I make sure that I set aside time every day for the kids, and for work. What happens in between is the best I could do that day. It isn’t easy but I wanted this business for so long there is no way I am complaining. 

What’s your favorite way to decompress? 

Taking a bath. Hands down. Glass of wine, a good book, and a bath bomb - that is my recipe for happiness. 

What do you have planned for the next six months? 

Well, I had planned to launch a better version of the pre-designed rooms online, to spend time with family in Israel, and to land a few big projects for the remainder of the year. But COVID-19 had other plans, so we are doing our best and hoping for the best. If all goes well those plans will still happen. 

How can our readers connect with you?

I am on Instagram @kayla_llc and on Facebook at Kayla Haber-Goldstein. I also have a youtube channel called The Designed Collection by Kayla LLC and a website www.kaylallc.com.