Peggy Haddad’s career as an interior designer is defined by innovation. When she first entertained the idea of starting a business, Peggy identified a gap in the market and wasn’t afraid to run with it. Fast forward three years, and she’s now at the helm of a successful e-design studio, making design services more affordable and accessible to clients nationwide. Peggy’s virtual business model has served her well, especially in an era of social distancing, and she’s got endless insight to show for it.
We first “met” Peggy via Instagram DMs when she was kind enough to recommend SideDoor (more on that later) and other cutting-edge programs for interior designers. Though we have yet to meet in real life, it’s safe to say this business-savvy entrepreneur is one to watch.
We’d love to hear more about how you first got your start in the interior design industry and how your business was born.
Over three years ago, we purchased a home built in the ’70s, and I took on designing the significant renovations it needed. Soon after, many of my friends started asking for help with their home projects. I loved decorating for them so much that I started dreaming about starting my own business!
You specialize in virtual interior decorating for any budget and any style. How did you decide to hone in on the virtual design market, and who is your typical client?
While I was designing for friends and developing the processes for PHI, I saw a need for more affordable and accessible interior design. I also wanted to work from home so that I could be with my small children as much as possible. When I considered my vision and goals, virtual design (or e-design) was an obvious route to launch with. This was all pre-COVID, so my model was set up well for the boom in e-design demand.
As you know, it is very time consuming to design a home, and the amount of choices that need to be made can be overwhelming. My typical clients are working moms who find decorating their home a bit daunting. I enjoy making the process go from stressful to fun, and in the end, creating a home that is a refuge for them and their families.
Since it is up to my clients to execute the project (purchasing and installation), my typical client has a DIY spirit. They are excited to have a plan and vision, but still have the freedom to decide what they want to purchase and when.
How would you describe the Peggy Haddad Interiors signature aesthetic? How do you tailor + adapt that to different clients and projects?
My favorite part of the way I set up PHI is the variety of styles and aesthetics that I work with, based on what my clients love. My goal when I start working with a client is to hone in on their unique style mix. To get there, my clients take a style survey which includes 15 general styles and 13 style combinations. We then discuss (in detail) what sticks out to them from each of their top styles. I also enjoy the challenge of designing a space when partners have different style preferences.
All that to say, no project of mine has the same style, but they all have similar qualities: an intentional combination of warm and cool tones, layered textiles, and bold lighting. They also include a variety of metals, shapes, and textures…it’s all about mixing and balancing.
I am passionate in my belief that environment matters, so on every project, my goal is to create a space that promotes joy, comfort, rest, and hospitality.
You first introduced us to the latest revenue program for designers, SideDoor. Can you share more about that program and its potential to help designers more strategically monetize their business?
I seriously love SideDoor! Through their tool, my clients can purchase all of the trade-only products for their space, directly from me, in one transaction. It has been a game changer for my e-design business in terms of revenue and efficiency, but is also great for full-service designers. Instead of maintaining all the trade accounts and placing several orders for a project, you can place one order for everything. SideDoor handles the logistics to your client’s doorstep or to your receiving warehouse. On top of that, each collection in SideDoor has a unique link that you can share on social media or embed on your website so followers and subscribers can purchase directly from you as well. Genius!
Any other go-to tools and programs that designers should know about?
I am also a huge fan of Design Files! It is a one-stop tool and saves so much time. I use it for my room questionnaires, contracts, design boards, floor plans, invoicing, time tracking, client feedback, and client shopping lists.
I also use Loom to give my virtual design clients a video of me walking them through their designs.
What are your favorite Instagram accounts to follow?
I have so many, but here are a handful of designers and inspiring accounts I love…
Tell us about your favorite space in your own home.
It’s a toss up between our screened porch and primary bathroom. So hard to choose (mainly because the marble in our bathroom is so dreamy), but I have to say the screened porch. It is our favorite spot to be together as a family and individually. It also reminds me of my childhood. My parents had a screened porch off of the kitchen where we would relax and eat dinner most summer nights.
Tell us a favorite recent trend. How about a timeless one?
I am loving all the channeled tufting in furniture lately, as well as the curves! There is something about vintage rugs, or any classic Persian style rug, that feels so timeless to me.
Photography: Kara DeYoung
Any upcoming announcements for Peggy Haddad Interiors that you can share with us?
Yes! I am thrilled to announce that we just launched a new website via Saffron Avenue x the Haven List. I am most excited for the blog which includes fully shoppable rooms from previous projects, organized by style (shared with client permission). We will have a second phase of the launch, a home shop powered by SideDoor, coming soon! Since I currently have a waitlist for e-design, I am hopeful that these tools empower a lot of my DIY-spirited audience and subscribers to decorate their homes with confidence.
A special thanks to Peggy for stopping by the blog! Be sure to follow her over on Instagram at @peggyhaddadinteriors for design inspiration and tons of business-savvy insight.
For more industry interviews, check out these posts:
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.