Luxury Interior Designers Don’t Compete On Skill, They Compete On Brand
Have you ever wondered why two interior designers — both incredibly talented, both producing stunning, high-quality work — can command wildly different design fees for similar projects? One charges $100,000 with ease and the other struggles to land a $20,000 contract. The difference lies in brand perception, market positioning, strategic marketing, and the public image their interior design business carries.
Talent is expected, but a personal brand is what elevates.
In the luxury market, talent is assumed. Your prospective clients are not wondering if you can design a beautiful space. They’re wondering, why should I trust you with my home? Why does your process feel like a luxury experience? What makes you the one? What sets top-tier designers apart is not just their portfolio, but the perception they’ve built around their business. One that tells a story, evokes emotion, and positions them as the expert before they ever step into a consultation.
So what is the difference? Let’s break it down.
01. Marketing
This is how you attract your ideal clients. It’s the strategic content, the visuals, the messaging, the storytelling. It’s your social presence, your public image, your website, your email campaigns — all of it crafted to communicate value and elevate perception. Incredible marketing doesn’t just showcase your portfolio… instead, it should position your design services in a powerful way, focusing on the strengths of your business and what makes you and your services different in a crowded industry.
02. Positioning
Positioning is how you define your place in the market. Are you a high-touch, full-service interior designer for luxury second homes? Are you the go-to expert for modern European interiors? Do you thrive in new build design or designing historic homes? Do you bring a signature curation process that no one else can replicate? Your brand positioning should answer these questions clearly and confidently, both online and offline. When done right, your positioning makes you absolutely unforgettable. speaking directly to your ideal client and making you the only, obvious choice for them. This is a huge part of what we uncover in our Bespoke Brand Launch, designed to help you clarify your positioning and craft a luxury brand that reflects the true value of your work. Learn more about this service here!
03. Personal Branding
People don’t just hire design firms — they hire YOU, and your personal brand is what sets you apart from everyone else. It’s the emotional connection, the values you share, and the unique strengths you bring to your work. A strong personal brand makes your name synonymous with a certain aesthetic or certain types of projects. In the high-end market, personal branding creates loyalty, trust, and magnetism, all crucial to commanding premium rates. If you’re not showing up as the face of your brand, you’re missing out on one of the most powerful tools in your business.
04. Public Relations
This is all about third-party credibility. Where have you been featured? What do others say about you? Strategic public relations reinforces your brand authority and legitimacy and makes your pricing not only natural, but expected. Strategic PR, paired with consistent branding and smart positioning, helps interior designers shift from “I hope they pick me” to “of course they picked me.”
Your design work is the service. Your brand is the experience and the reason they invest.
Your brand is what makes your work feel like a $100k experience, not just another transaction. If you’re an interior designer doing incredible work and knowing deep in your soul that you’re made for more… you deserve to start building the brand your work deserves. You need to own your story, refine your positioning, and show up as the design firm you’ve always dreamed of having. You deserve to be seen, celebrated, and invested in. It is my biggest honor to walk alongside interior designers as we help them elevate their presence, grow their visibility, and finally create a brand they’re endlessly proud of.
