"The only real failure is in not trying" with Laura Roberts
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Prior to opening her own interior design firm, Laura Roberts worked as a production designer and set decorator in both New York and Los Angeles on art-house films and high-end commercial campaigns for companies like Calvin Klein, Microsoft, and Bank of America. After working on a few interior design projects for herself and her friends, she naturally transitioned into interior design, working for some of LA’s top design firms on celebrity and high-end residential projects all over the world. Laura eventually opened her own design firm in 2016, and she has been working with high-end clients in Los Angeles, Orange County, and Palm Springs ever since. www.laurarobertsinteriors.com
Can you tell our readers about your background?
Since early childhood, I have been fascinated with design, and the way a person’s environment affects their overall well-being. I studied filmmaking at Boston University, planning to become a writer/director; but after working on a few student films, I found myself drawn to production design and set decorating. I loved creating spaces for characters as a way to tell their stories through design—specifically their interiors and personal spaces.
What inspired you to start your business?
Up until the point that I opened my own interior design firm, I had spent most of my adult life working to make other designers’ businesses successful and helping them to build their brands. I finally got the confidence to open my own business after landing a big remodel project. That job led to many others, and I realized that I had what it takes to be a successful interior designer and business owner, just like the many interior designers I had worked for in the past.
Where is your business based?
Los Angeles, CA.
How did you start your business? What were the first steps you took?
I was referred to a client by one of my former employers. What I thought would be a small decorating job turned into a full-blown remodel of a 3-story townhome. I had worked for other designers for years so I already knew how to design and manage a project successfully. For my first 2 years in business, I did everything on my own, from designing, to drafting, to bookkeeping - and I never slept! But now I have great assistants and outside consultants that I bring on to every job, which allows me to focus more on the design portion of my business.
What has been the most effective way of raising awareness for your business?
Honestly, all of my jobs come from word of mouth. I did some paid advertising in the past but nothing came from it. I think the best advertising is to do great work and provide excellent service that will get you noticed and secure client referrals.
What have been your biggest challenges and how did you overcome them?
My biggest challenge has been in finding the right support staff instead of trying to do everything myself. I’ve really had to learn not to spread myself too thin because the work will ultimately suffer.
How do you stay focused?
I schedule everything in my day, down to the minute, and get calendar reminders both on my computer and phone. That keeps me focused and less distracted. It also keeps me from spending too much time on one thing and going down a “rabbit hole” which is ultimately not productive.
How do you differentiate your business from the competition?
I believe my prior years as a set decorator gives me a foundation to be able to interpret a client’s style visually and tell their story through design. Some of my best work has come through the collaborations I have with my clients; I feel that I am able to incorporate their ideas and belongings successfully into the project, whereas other designers would turn their noses up at the idea of that. In fact, I welcome my clients’ ideas and love to find ways to use their own pieces in beautiful and meaningful ways.
What has been your most effective marketing strategy to grow your business?
Consistency and authenticity in everything that I do is the most effective marketing strategy. I can’t follow someone else’s guidelines when it comes to marketing if it doesn’t feel true to who I am and how I want to portray myself as a brand and business.
What's your best piece of advice for aspiring and new entrepreneurs?
Basically, never give up. There will always be ups and downs as far as business goes, but the only real failure is in not trying.
What's your favorite app, blog, and book? Why?
Favorite app: My favorite app right now is Later. My social media coordinator and I use it to schedule all of my social media accounts at least a month in advance so I don’t have to agonize over it daily!
Favorite blog: Business of Home. It’s a blog about the interior design industry, geared toward designers. I always come away with useful information every time I read it.
Favorite book: Eckhart Tolle - The Power of Now, A Guide to Spiritual Enlightenment. I love this book because it teaches how to free ourselves from thoughts that keep us trapped in unhealthy situations, and to truly appreciate and exist in the present - two things that I struggle with daily.
What's your favorite business tool or resource? Why?
My favorite business tool is Google Drive. I use it to create presentations and share information with clients, as well as organize projects and share files with all of my different team members. I honestly don’t remember how I functioned without it!
Who is your business role model? Why?
My business role model is Oprah Winfrey. She came from very humble beginnings and overcame tremendous odds to become not only a cultural icon but also one of the most successful self-made entrepreneurs in history.
How do you balance work and life?
It’s actually very hard, but I try to adhere to the 6:00 PM rule. At 6:00 PM (or 6:30 PM at the latest) I turn off my computer and leave my office. There were years I spent working until 11:00 PM at night and I realize it was never worth it. It didn’t make clients any happier or projects more successful to keep crazy hours. It’s all about setting boundaries and managing client expectations upfront, especially when it comes to working hours and deadlines.
What’s your favorite way to decompress?
I love doing outdoor activities with my family, like riding bikes or hiking. I’m fortunate to live in Southern California where the weather is beautiful year-round.
What do you have planned for the next six months?
I’m in the middle of 3 major projects at the moment: a contemporary home in Studio City, an extensive remodel of a Mid-Century home in West Hollywood, and an 8,000 SF home in Santa Fe. In 6 months I plan to be close to wrapping up at least 2 of the 3 projects and getting them professionally photographed for publication.
How can our readers connect with you?
Readers can connect with me on Instagram: @laurarobertsinteriors and Facebook: @LauraRobertsInt