Coastal cities might be hailed as the epicenters of design, but Heidi Woodman helped put the Midwest on the map. As the proprietor of HAUS LOVE, an Indianapolis-based showroom and design studio, Heidi skillfully built an online following and attracted clients on both a local and national level. Since the founding of HAUS LOVE in 2015, she’s expanded to a team of five (and counting), while building quite an impressive portfolio in the process.
Heidi Woodman has been on our shortlist of designers to watch, and we couldn’t be more thrilled to have her on the blog. She’s sharing about the early stages of her career and if there’s one key takeaway from this interview? It’s her no-nonsense approach to building a business. In short, never underestimate the power of hard work with a professional photographer by your side.
Photography: Ash & Co. Creative
We’d love to hear more about how you first got your start in the interior design industry and how your business was born.
I’m actually an art major, so I have an affinity for anything design-related. I started with a small boutique, which sold clothing and home decor, and I absolutely loved styling the store. As I sold some home items, I found clients were asking me to help place them in their homes. In a nutshell, that’s how I started to dive deep into interiors and design. I also took design classes on the side and studied other designers in my free time.
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How would you describe the HAUS LOVE signature aesthetic? How do you tailor + adapt that to different clients and projects?
I find my aesthetic changes a bit every year because I love to learn and grow in my craft. Currently, I’m VERY into color. One thing that will stay consistent, however, is my love for mixing styles and genres. Vintage art and vintage accessories will always be placed in a project, as well.
“I find my aesthetic changes a bit every year because I love to learn and grow in my craft.”
You now lead a team of five designers and serve clients coast to coast. Tell us about the experience of growing your team, expanding your business, and any lessons learned along the way.
Once I committed to market my brand through Instagram, I saw almost immediate growth the first year. I’ve had to implement more systems and processes. I also hired an expeditor and a project manager. My next hire will need to be an office manager/human resources.
When I first started taking out-of-town clients, it was a bit chaotic because they just required more time. I now have a different workflow for these clients, which falls back to systems and processes.
Do you have a favorite project thus far? Tell us about it!
I honestly don’t—I have loved every single project for different reasons. However, my new clients have been very drawn to my Mediterranean Modern Project, and we are now working on phase two.
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What business advice do you wish you’d received when you were just starting out?
Be prepared to work your hiney off for the first five years, and invest in a professional photographer right away!
What’s the #1 practice that helps you thrive as a designer.
Bikram yoga and meditation.
Coffee or tea?
Book currently on your nightstand:
The ONE Thing by Gary Keller.
“Be prepared to work your hiney off for the first five years, and invest in a professional photographer right away!“
Favorite Instagram accounts to follow:
Go-to inspiration source:
Instagram, Pinterest, and good ole magazines.
A recent trend you’re loving? How about a timeless one?
For trends in design, I’m seeing color, which I’m here for. And for timeless, it’s marble countertops and cafe-style window treatments.
What’s next for HAUS LOVE?
I’m looking into a location out west, and also some exciting partnerships that I can’t disclose yet 🤩🤩🤩
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IDCO Studio is a full-service creative studio for interior designers and boutique lifestyle brands. Offering bespoke branding, web design and social media content creation, we help brands built around beautiful living elevate their digital presence to represent the physical spaces they design. Our recently launched limited-release website templates are the perfect way for interior designers to get a luxury website on a budget. These templates allow designers to maintain control of their content. Want to work together? Shoot us an inquiry here.