Today we are so excited to share our recent interview with Lindsey Borchard of Lindsey Brooke Design. You may know her from this internet-famous kitchen or her Monday Mentor Sessions where she offers tips and insight into the interior design business or her stunning portfolio of work. Not only is she a beloved IDCO client and an insanely talented interior designer but she’s also a really nice human. Basically, she’s the whole package.
We’re chatting everything from her signature design detail to her greatest wins, rules that are meant to be broken and the power uniform that she wears to each and every client meeting. It’s all tucked into the interview below along with a peek at her recently revamped office space; killer sconces included. So without further adieu, dive into this jam-packed chat with our girl Lindsey.
At what point in your business did you decide to outsource for help? What were the first things you hired for?
When I knew I was going to make the switch from hobby to business the first thing I did was outsource branding and website help. I need to make sure I looked professional from the start and that everyone knew who I was, what I stood for and what my aesthetic was. We then followed that with outsourcing our renderings, photography, and marketing.
What were some of your goals when first working with IDCO + how have those goals evolved?
My main focus was to be able to free up time spent on social media to have more time for design and to build my team at LBD. Now we have expanded into more ways to reach our ideal client like Pinterest, Newsletters, blog, etc. and have focused on targeted areas where our more ideal clients live.
Since outsourcing your Instagram and blog, how have you been better able to serve your clients?
We have more time now to focus on design and our personal lives for that matter. Not to mention there is a science in creating the perfect hashtags and geotags for more visibility. Anastasia has really listened to where we want to serve people and how and has really helped us implement that not because we didn’t have the time but also because we didn’t know how to. We booked a full remodel project from one post like Anastasia’s team gave to a local private pre-school from our account – they’d been targeting it based on location and income.
Finding someone to really carry my voice that I worked really hard to have on Instagram was SUPER important to me. She cared about the same things we wanted to say, she knew the interior design space well and is super smart about what to really implement in your business. There have been plenty of times she tells me no, or we don’t need to do something because it’s not in alignment with our brand or we don’t need to spend the money on. Which makes me feel that she has her best interest in my business and that is such a nice feeling.
Any shining moments from the experience?
I have had the best time just getting to know Anastasia as a person outside of business, her interests, her husband, her goals. It feels like she is a part of the LBD family and a friend I will have for a lifetime. Professionally, I think speaking at the IVY panel together during Las Vegas Market was really cool and a pretty full circle moment for us.
What’s the best business advice you’ve ever received?
1. Keep your expenses low for as long as you can.
2. Figure out from the start what you want your business to look like 3 years, 5 years, and 10 years down the line. They might change along the way but if you know how you want your business to look like from the start then you will have a clearer path on what to do and how to get there.
What has been your biggest “win” so far in your career?
I think just finally feeling like I belong among the designers I looked up to when I first started. I have built this thing from scratch and have the confidence now to know I am good and what my worth is as a designer and businesswoman.
While every decision has put you on the path to be where you are, we can always learn from our mistakes. What was a misstep you took in business that you can help our readers avoid?
Not learning about trade vendors and utilizing product mark-ups as part of my business model from the start. Learning that has been a game changer for my business and I wouldn’t be able to survive on design hours alone. I think of all the money I missed out on in the first year and cringe.
We are big believers in manifestation, so what is your one Oprah sized ultimate grand supreme goal you have for your business?
Being able to become the sole provider in my family so my husband can stop working so late/so much. That is the main goal for us as a family. BUT personally, I would love to design a new build or full remodel from the very start and being able to furnish it and see our touch on every little thing in a home. That would be pretty cool.
We seem to always be chasing the next big “thing” in business. It can be hard to acknowledge when you’ve “made it” and your original business goals have been achieved. When will you feel like you’ve “made it” in your business?
I don’t know if I ever want to get that comfortable in business, to be honest. The chase and trying to reach the top is what gets us to be even better and bigger than before.
How many people do you have on your team? What roles do they play?
In the office each week, we have:
Katie, our Project Manager
Lily, our technical designer
And our newest member Bri, who is our office manager
What’s the most important investment you’ve made in your business?
Hiring IDCO. Hands down.
What is one key clause you have in your contract that has saved you before?
Having them initial every paragraph, stating they have read it and understand it.
How would you describe your style in a 7-word elevator pitch?
Our look is “California casual, timeless and functional for a curated and collected look.”
How do you begin your creative process for a project?
We always start by gathering inspiration images from our clients via Pinterest, then we establish a color palette and feel for the overall look of the home.
How do you work creative time into your daily tasks?
Monday is always our in office day, Tuesday-Thursday typically are design days or site visits and we end with an office day to finish off any admin work to prepare for the next week.
Favorite new design trend or one you are dying to try?
I would love to make more custom furniture pieces. We have a few projects where we have some custom beds, sofas and chairs and that process has been really fun.
Favorite timeless detail?
Window treatments. They do a room wonders and if done right won’t need to be changed for a long time. This area often goes overlooked.
What do you specialize in (ie – full construction, furnishings only)?
Furnishing is number one, but getting way more into remodels.
What are your tried and true paint colors?
What’s your designer signature – the one piece or detail you use in every project?
Our mixture of patterns in pillows is a staple in every project.
Any design rules you think are meant to be broken?
Mixing metals, and doing a different trim color and wall color. We break these rules ALL. THE. TIME.
The most important piece to invest in?
Pieces you touch every day. Make sure the quality is there so they will last. For a piece you don’t touch every day but use and see…LIGHTING. Can make a HUGE difference.
Who is your favorite vendor?
That’s a loaded question… But one we are digging right now is CFC.
What’s your mantra?
“You can do ANYTHING but not everything.” Keeps me from feeling bad when I ask for help.
What’s on your nightstand?
Water – so boring
Favorite carryall bag?
Madewell Leather tote
Currently binge watching anything good?
Game of Thrones
Lifestyled Co’s new podcast is awesome.
Do you have a Morning or Night routine that you swear by?
Morning-Coffee and my jade roller from the fridge to wake me up.
What did you want to be when you grew up?
Favorite weekend uniform?
Leggings, white or black tee, jean shirt with kicks.
Favorite client meeting uniform?
Jeans and a tailored shirt or fun colorful blouse.
We are brand designers.. what brand are you fiercely loyal to?
All images photographed by Amy Bartlam
A huge thank you to Lindsey Borchard! You can catch her latest project reveals and behind the scenes action on her Instagram feed @lindseybrookedesign or on her blog. And for more dispatches from the world of design, be sure to check out:
Erin Lepperd is an interior designer – turned digital media editor with a penchant for breathtaking interiors. When she’s not gabbing about design, you’ll find her wrangling her wild and wonderful 5-year-old twins, brunching like it’s her job and exploring the wilds of New England as a California transplant.