Trade Tales

Hosted by Business of Home, Kaitlin Petersen

Business Entrepreneurship Arts Design

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Episodes

194

Latest episode

Nov 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

November 11, 202647 min

Ask Us Anything: Pulp Design Studios on how to raise your rates

Beth Dotolo and Carolina Gentry answer a question from a designer who is looking to raise her rates and unlock her firm’s next level of growth. The co-founders of Dallas- and Seattle-based firm Pulp Design Studios offer advice on building a marketing strategy that attracts the right clientele, reframing the sales process as an opportunity to explore a client’s potential, and the value market research plays in determining proper pricing. This episode was sponsored by Four Hands . LINKS Pulp Design Studios Kaitlin Petersen Business of Home

November 4, 202659 min

James Dolenc and Tom Riker on creating a firm that’s built to last

James Dolenc and Tom Riker, the co-founders of Chicago-based firm James Thomas, are rounding out their firm’s 23rd year in business. That longevity, they say, is all thanks to their team—a group that’s invested in the firm’s long-term success, and supported by initiatives designed to boost work-life balance and pave the way for advancement within the firm. In the episode, they share their secrets to long-term employee retention, the benefits of a four-day workweek and why collaboration and separation play equal roles in their partnership. This episode was sponsored by Dallas Market Center . LINKS James Thomas Kaitlin Petersen Business of Home

October 28, 202638 min

Ask Us Anything: Sarah Goesling on using storytelling to connect with future clients

Sarah Goesling answers a question from a young designer who is curious about what it takes to generate new business. Goesling, whose firm Goesling Group is based in Chicago, offers advice on cultivating a diversified approach to lead generation, the right language to use when networking and the hidden value in maintaining transparency and building connections with industry partners. This episode was sponsored by Four Hands . LINKS Sarah Goesling Kaitlin Petersen Business of Home

October 21, 20261 hr 17 min

How Laura Lubin helps clients make project budgets rooted in reality

Laura Lubin’s firm has grown to encompass construction services and a retail operation, on top of her interior design offerings. She credits much of that success to her ability to sell a vision to clients—to cut through the noise, understand the transformation they’re looking for, and then explain exactly what her firm is capable of and how she’s going to deliver it. In this episode, she shares how hiring a director of design transformed her firm, why she launched a construction arm to deliver a luxury service and how sales can be a tool to teach clients to have confidence in the design process. This episode was sponsored by Dallas Market Center and Vanguard . LINKS Laura Lubin Kaitlin Petersen Business of Home

October 14, 202634 min

Ask Us Anything: Zuni Madera on elevating a firm’s art sourcing

Zuni Madera answers a question from a designer who is looking for a road map to understanding the art sourcing process. Madera, a partner at New York–based firm MC Interiors, offers advice on setting a room-by-room budget from a project’s outset, where a consultant can help with price education, and how to gauge a client’s desire for art discovery. This episode was sponsored by Four Hands . LINKS Zuni Madera Kaitlin Petersen Business of Home

October 7, 20261 hr 6 min

How Hattie Sparks Collins regained creative control of her firm

Hattie Sparks Collins found herself in a situation every new business owner dreams of: a period of rapid growth almost immediately after launching her firm. As she scaled up, however, she felt herself losing control of the firm’s processes—and even worse, her project standards. She decided it was time to strip back to the basics, rebuilding with a focus on sustainable growth. What emerged was a firm that not only had real staying power, but reflected her vision for what a creative business should be.. In this episode, she shares the value in hiring for help with procurement, the systems’ approach that accelerated her firm’s growth, and raising her project standards to invest in her firm’s future. This episode was sponsored by Vanguard Furniture and Dallas Market Center . LINKS Hattie Sparks Collins Kaitlin Petersen Business of Home

September 30, 20261 hr 14 min

Ask Us Anything: Live with Evan Millard, Melissa Oholendt and Audrey Scheck

In a live edition of the show—recorded at the Four Hands flagship in Austin, Texas—designers Evan Millard, Melissa Oholendt and Audrey Scheck share advice on attracting more qualified leads, investing in photography, understanding profit margins and more. At the end, they fielded live questions from the audience on topics ranging from color trends to tech stacks. This episode was sponsored by Four Hands . LINKS Evan Millard Melissa Oholendt Audrey Scheck Kaitlin Petersen Business of Home

September 23, 20261 hr 6 min

Jay Jeffers on protecting your firm from a pipeline in flux

Jay Jeffers has never been afraid of chasing his creative ambitions, venturing into retail and hospitality and embracing the risks that come with it. More than two decades into his firm, he’s reflecting on what it takes to build a business that can weather growth spurts and the slower periods that inevitably follow. In this episode, he shares how he’s protecting his firm from pipeline volatility, the value in creating a workplace that attracts senior talent, and what he learned from the process of opening his own hotel. This episode was sponsored by High Point Market and Minted . LINKS Jay Jeffers Kaitlin Petersen Business of Home

September 16, 202648 min

Ask Us Anything: Dan Rak on improving your profit margins

Dan Rak, whose eponymous firm has offices in Chicago and Southwest Florida, answers a question from a designer who is ready to revamp her firm’s finances. Rak offers advice on why the right sourcing strategy is crucial to improving profit margins, levelling up through a designer-friendly accounting software, and the importance of regularly examining your firm’s cost structure. This episode was sponsored by Four Hands . LINKS Dan Rak Kaitlin Petersen Business of Home

September 9, 20261 hr 15 min

Ali Faulkner on building a team that’s passionate about the client experience

Ali Faulkner’s first career in high-end hospitality has played a crucial role in shaping the firm she leads today—one in which everything from her firm’s back-end operations, to hiring and onboarding are crafted around delivering an ideal client experience. In this episode, she shares how outsourcing social media caused her inbound leads to multiply, how working with a sales coach transformed her calls with prospective clients, and how she’s building a work environment that allows employees to create accountability for themselves. This episode was sponsored by High Point Market and Minted . LINKS Ali Faulkner Kaitlin Petersen Business of Home