How Caitlin Flemming Turned Her Aesthetic into a Thriving Design Business
Episode description
How do you turn a love of interiors into a business that grows through referrals, book deals, and a loyal client base?
In one of the most popular episodes on the Imprint Podcast, interior designer and author Caitlin Flemming shares how she built her design studio from the ground up — starting with a blog, side income, and the courage to take on small projects that led to big opportunities. We talk about how she defined her aesthetic, found her first clients, and priced her services with confidence (after years of trial and error).
Caitlin also opens up about creating two bestselling books (Travel Home and Sense of Place; she has another book coming out soon) with her mother, building a small but mighty team, and how she makes time for family while running a successful business.
Whether you’re just starting out or looking to grow a creative practice on your own terms, this conversation is full of thoughtful insights, practical advice, and a refreshing reminder that your aesthetic can be your advantage — when you know how to use it.
THIS EPISODE FOCUSES ON
Catilin’s childhood growing up going to flea markets with her mother with a passion for interiors & antiques
The joyful experience of creating her books with her mother
How creativity was engrained in her childhood
Her passion for travel & how this was developed in her formative years
Studying business & marketing at university
The threads of her journey showing up in her work
Starting her interior design practice & getting her first client
How one small job can create future work
Why Caitlin chooses to charge hourly
The value of word-of-mouth referrals
Caitlin’s interior design process
Her instinct for design & styling
FEATURED ON THIS EPISODE
Planning to design, renovate or build your dream home? Come join my FREE CLASS TODAY! Register here
Caitlin’s website
Caitlin’s new book Sense of Place
Caitlin’s Instagram @caitlinflemming
My course The Styling Masterclass
Caitlin’s first book Travel Home
Photographer Stephanie Russo
Book Create by Ali Heath
Business of Home podcast
Sophie Ashby on Business of Home podcast
The Interior Collective podcast
Band Imagine Dragons
Podcast production: Yaga Media
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit nataliewalton.substack.com