Cheryl Keys Clendenon, founder of Pensacola, Fla.-based In Detail Interiors and business strategist for designers and architects, sat down to share why the path to a profitable and rewarding design business doesn’t require chasing only luxury clients. Drawing on more than 25 years in the industry and nearly a decade coaching her peers, her insights encourage designers to look beyond the glossy “luxury” trend and consider the real power of serving the everyday client.
The Luxury Client Mindset Trap
“Designers seem to be over-concerned about catering only to luxury clients,” said Clendenon. “It’s constantly talked about in Facebook groups, in podcasts and all over the media. I think there’s an assumption that luxury automatically means more revenue or profit.”
She argues that success isn’t about the size of the client’s budget but about cultivating a “luxury mindset” – approaching both design and client relationships with care and aspiration, regardless of budget.
“I live in a small market,” she said. “We do have some high-end clients who want a $30,000 mohair sectional, but the truth is we’ve built impressive revenue by serving the everyday client. I’m not talking about people struggling paycheck to paycheck but rather the middle-market client who also wants good design.”
The Everyday Client Is Willing to Pay
One of Clendenon’s stories challenges the notion that only wealthy clients will invest in quality design. She recounts an initial consult where she almost wrote off a prospective client based on outward appearance and budget. Listen to the full podcast to hear how the clients made adjustments to come up with a more logical budget.
“These were not high-budget clients by industry standards, but they showed that when people understand the value of good design, they’ll find a way to invest in it,” said the designer.
Tapping The Untapped
Clendenon believes the middle market is too often overlooked by designers, many of whom are drawn to the glamorous image of luxury work. “Good design isn’t exclusive to the wealthy,” she explains. “If you promote your value effectively and show how a talented designer can help balance high and low, you open up opportunities in this market. It’s still largely untapped.”
We asked Clendenon what middle-market clients are going if certain designers think they are too low budget for them, to which she responded, “Maybe they do it themselves, but it seems like a missed opportunity all around.”
Key Takeaways
- Don’t write off the everyday client. Middle-market clients value good design and are willing to pay for quality and process.
- Cultivate a luxury mindset—not just a luxury price tag. Create exceptional client experiences at multiple budget levels.
- Communicate your value clearly. When clients understand what great design brings to their lives, they’ll make room in their budgets for your fee.
- The real secret of success isn’t the market you serve but how well you serve it.
For designers ready to grow their business, Clendenon’s advice is clear and refreshing. To learn more, listen to the podcast on Spotify, Apple Podcasts, Pandora and other outlets.
