Trade Tales

Hosted by Business of Home, Kaitlin Petersen

Business Entrepreneurship Arts Design

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Episodes

172

Latest episode

Jun 2026

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About the show

Business of Home's editor in chief Kaitlin Petersen talks to interior designers about nurturing creativity, finding a firm’s financial footing, setting goals and discovering their own version of success as a result.

Listen to episodes

60 recent

June 10, 202624 min

Ask Us Anything: Lucy O’Brien on designing around order minimums

In this episode, Philadelphia-based interior designer Lucy O’Brien of Tartan & Toile answers a question from a designer who recently had to compromise her creative vision after coming up against an order minimum. O’Brien jumps in with advice on finding a second life for extra material, the value in troubleshooting with sales reps, and being transparent with clients about unexpected fees during the procurement process. This episode was sponsored by Four Hands. LINKSLucy O’BrienKaitlin PetersenBusiness of Home

June 3, 202648 min

Rayana Schmitz on tapping outside experts to transform her firm

Rayana Schmitz balanced several different early career paths—from fitness trainer to firefighter—before landing on interior design. Today, she’s leading her firm with the wisdom to know when to trust her gut and when to rely on outside experts. On this episode, she shares the showhouse experience that pushed her creative boundaries, how a fractional CFO saved her firm’s finances and why she maintains strict hours of communication with clients. This episode was sponsored by Vanguard Furniture and Kohler. LINKSRayana Schmitz Kaitlin PetersenBusiness of Home

May 27, 202651 min

Ask Us Anything: Lauren Caron’s process-driven approach to far-away projects

In this episode, Seattle-based interior designer Lauren Caron answers a question from a designer who wants to expand her business beyond her home city without sacrificing her firm’s standards. Caron jumps in with advice on billing clients for travel time, how she maximizes site visits before the transition to remote work, and the value in an exhaustive scope of work document. This episode was sponsored by Four Hands . LINKSLauren CaronKaitlin PetersenBusiness of Home

May 20, 20261 hr 4 min

How Audrey Scheck established her firm’s C-suite

Audrey Scheck’s 20-person firm is a well-oiled machine—complete with a carefully structured leadership team and a top-down approach that sets the tone for every employee. Elsewhere in the episode, she shares her growth mindset as she expanded her team, how a bandwidth tracker helps the firm determine whether it's time to take on new business, and the questions that help clients step outside their comfort zone. This episode was sponsored by Dallas Market Center and Kohler. LINKSHema Persad Kaitlin PetersenBusiness of Home

May 13, 202637 min

Ask Us Anything: Zoë Feldman on how to measure an employee’s design skills

Washington, D.C.–based Zoë Feldman on how to hire for aesthetic alignment, the metrics she uses to measure an employee’s progress at the firm, and how a team member with their own style can sometimes save the firm from adopting a formulaic look. This episode was sponsored by Four Hands. LINKSZoë Feldman Kaitlin PetersenBusiness of Home

May 6, 202657 min

How Hema Persad built ‘the smallest, most efficient’ team

Hema Persad’s experience as an A-list stylist taught her what the one percent is looking for in the design process—and helped her build a firm that’s structured to meet those needs, while also complementing her decisive approach to leadership. Elsewhere in the episode, she shares how managing a team shifted her perspective on business growth, why she’s been a fast adopter of AI tools, and what to expect from celebrity clients. This episode was sponsored by Dallas Market Center and Kohler. LINKSHema PersadKaitlin PetersenBusiness of Home

April 29, 202638 min

Ask Us Anything: Christine Vroom on how to pivot when your pipeline falls apart

Los Angeles–based Christine Vroom answers a question from a fellow designer with a question about a project pipeline gone wrong. Vroom jumps in with advice on the importance of taking inventory of the hypothetical situations that could impact a design business, why her firm implements a “restart fee” for clients who need to push pause, and how to mentally prepare for the ebb and flow characteristic of a designer’s workload. This episode was sponsored by Four Hands. LINKSChristine Vroom Kaitlin PetersenBusiness of Home

April 22, 202653 min

Why Hanna Li’s design proposals include a sustainability fee

Hanna Li has created an infrastructure and recruited a team that allows her to thrive as creative director of her firm. From that vantage point, the Los Angeles–based designer is able to think big about topics like sustainability and longevity, and examine what it takes to embed them into the fabric of each project. Elsewhere in the episode, she shares how she’s measuring the carbon footprint of every project, why she produced short films about her firm’s work, and the reason every role she hires for comes with a five-year plan. LINKSHanna Li Kaitlin PetersenBusiness of Home

April 15, 202634 min

Ask Us Anything: Melissa Oholendt’s go-to interview questions for new hires

Melissa Oholendt of Minnesota- and Colorado-based firm Oho Interiors answers a question from a designer who is currently interviewing candidates for her firm’s first full-time position. Oholendt jumps in with advice on how to reveal a candidate’s true ambitions, evaluating skillset through a key question and knowing when to call for backup. LINKSOho Interiors Kaitlin PetersenBusiness of HomeThis episode was sponsored by Four Hands.

April 8, 20261 hr 17 min

Kobel & Co.’s radical take on the client questionnaire

Elizabeth Bennett and Mallory Robins found their better business half in each other—one favoring function, and the other taking the lead on form. In this episode, they share why they no longer use a client questionnaire, how they maintain a single brand voice at every touchpoint, and why a willingness to go all-in is their new criteria for incoming projects. LINKSJess EbertKaitlin PetersenBusiness of Home