Design Lines, Ltd
For more than 30 years, the Raleigh firm, Design Lines, Ltd has been creating unique and award winning environments for clients across the Carolinas. A designer who is committed to her profession, owner Judy Pickett, FASID, was honored to be recognized by Governor Perdue last fall for her 30 years of “design excellence.” Judy and Molly Simmons, ASID, of Design Lines, recently offered their insight into how the firm has handled the challenges of the economy.
Judy you have seen ups and downs in the design business many times during your career. Is this time different?
JP – I’ve been through I think four recessions, but this one does feel different. One reason it feels different is that my firm is larger. We have grown now to 5 designers and two support staff. Molly was here during the recession in ‘90, but the pressures and the responsibilities make this time different.
As a design firm, you seem to be taking a proactive approach in dealing with the economy.
JP – Right now there is a huge pent up demand for design services and products. When things break, if you’re not ready for it, I think you’re going to lose. We’ve positioned ourselves and we are ready for it. We’re currently seeing signs of the thaw, indications that things are poised to turn.
How have you positioned yourselves?
JP – The most important thing we did, which has given us an edge – and will continue to – is that we fortuitously changed our web site at the right time. Perhaps our phone does not ring as much as it did two years ago but our web site is generating 20 great prospects a month. That coupled with the fact that our younger designers embrace blogging and social media puts us out there a little farther.
Is blogging is part of your strategy for attracting new clients?
JP – Yes. My daughter Hilare joined our firm as Communications Director and had a key role in getting the structure of the blog in place last year. She’s the point person on it, although there are a lot of contributors. The younger designers have young techno savvy clients who only read our blog.
What you’re describing is rethinking the way that you do business.
MS – Absolutely. If Judy and I were stuck in the way we did business 15 years ago, we would not be here. We’ve had to rethink the way we do business, the way we look at our business in relation to our clients.
During this economy, how are you meeting expectations of quality while being creative with the budget?
JP – We’ve never changed really what we specify, recommend or sell. We’re just doing a better job of informing the client about the product. We’re still selling everything that we sold before – that remains unchanged. What’s changed is the presentation of why we chose it, what it does for the client and what the value of it is.
Have you changed the way you do business by making yourself more available to clients today?
JP – I remember in the early 80’s thinking ‘How dare a client call me on a Saturday?’ Now the mindset is, I wish they would. You’re connected 24/7. You can answer a question immediately if you so choose. You can turn it off obviously if you don’t want to. But if there are things going on and you want to stay connected, you can accomplish so much more today than ever before using laptops, smart phones and iPads. It’s amazing what you can get done and how fast you can do it.
Have you accepted jobs that 3 years ago you would not have accepted?
JP – Not really. Some design firms had a dollar amount that a project needed to be for them to be involved. We never ascribed to that philosophy. As a firm, we have always been more about the relationship and have stayed really open to different sized jobs. I guess I realized I that can’t just do all big projects. The smaller jobs keep things moving. They turn faster and that gets the word out more quickly. Happy clients tell their friends, creating a momentum through referrals. It’s good business.
Does the economy make you focus on creating long-term relationships?
MS – Our focus is always on building the relationship. We let them know that we are there for them – that they are a client for life. These fast turning jobs can be career building and clientele building for our younger designers. These clients are often young, with a limited budget, but you know what? In 5 years, they are going to have a different house and be able to spend more. That’s how you become established. They become a client for life – and the project never ends.
How has the economy effected your client interactions?
MS – Consumers are much more interested in value. It’s true that they want something that’s going to function and make their lives easier and that also looks great. They also want to know that each piece that they choose or that we suggest has a value. Whether that value is in knowing that it’s going to last more than 5 years or is in sustainability – there’s another layer of information they are wanting.
How has the economic climate changed for your firm?
JP – The business school theory is: find your niche and set yourself apart. I think, however, that we have stayed viable and successful because we have been more of a generalist. New construction projects obviously slowed down but we are now taking on more remodeling.
MS – Clients and projects have come our way I think, due to our web site and being out in front on the search engine results. Our name comes up more so we have been able to say yes to an interesting and varied level of projects. That filled in the void from some of the new construction.
Your signature statement is “Everyone deserves good design.”
JP – That’s true. Last year, we had a young, new principal out in Creedmoor call us and say, ‘I don’t have any money, but my school looks bad and I want to paint it before school starts. And – can you do it for us pro bono?’ He said he contacted 12 design firms and we were the only one that responded. Brittany and Hilare consulted with Molly and then headed out to the school. They did the whole paint scheme. The principal was able to then find some budget to get the paint. He found volunteers. Yeah – those kids out in Creedmoor, they deserved good design. It’s not always about the money. It will come back to you.
Do you have one piece of advice for designers during these challenging times?
JP – As a designer, you have make your clients’ experience with you so valuable or so unique that they never want to leave you, never want to switch – they always want you no matter where they are in their lives. They know that you are their curator of good design, their lifestyle advocate – that you are always there for them. I don’t do a project and say. ‘Oh, it’s done. Forget about that.’ Those clients are my clients – forever. Always kind of stay in touch. Constant contact.
So, even in these times when things are a bit more quiet – stay in touch?
JP – Oh my gosh, yes. More than any other time.