While her official titles may be Owner and Lead Designer, Astrid Iglesias of Utah-based Alkemi Interiors also sees herself as a storyteller. Whether she’s crafting the interiors of an uber-modern commercial space in Salt Lake City, or updating a rustic ski cabin in Park City, her goal with each individual project is to understand her clients’ narratives and help them happily live their next chapters in thoughtfully designed spaces.

Astrid, Alkemi Interiors is a full-service design firm creating design experiences with  function and aesthetics in mind. What is your philosophy, from a business perspective?

Astrid Iglesias: At Alkemi Interiors, our design philosophy is based on the power of storytelling. We take pride in our ability to translate our clients’ narratives into a space. A well-designed space can evoke emotions and create a lasting impact on people's lives. We believe in prioritizing transparency in our business, with open communication and integrity at the forefront of our values. We love building solid partnerships with our clients, creating designs that reflect their trust in us.

What’s the design scene like in Farmington, Utah?

AI: It’s actually pretty exciting and broad.  We have great interior designers here in Utah who, of course, influence people’s style. So I can be working with a modern contemporary project, and next, I’ll jump into a rustic, vibrant cabin in Park City — an exciting mix of innovation and tradition.

What’s your tech stack (which tools and software do you use to manage your client projects, bookkeeping, time tracking, and project management)?

Business management software
I use Honeybook for almost everything related to my business. To create schedules for contractors, I use Programa.

Accounting software
I use Honeybook for tracking and I also work with an accountant.

Project management software
Honeybook.

Website
I use Wix.

Who are some of your go-to people of the trade? How do you maintain strong relationships with your vendors?

AI: It depends on the project, but Sidedoor has been my go-to site for sourcing furniture and decor. It also allows me to create collections and share them with my virtual design clients so they can shop at their own pace. I nurture the relationship through constant email communication and feel confident asking questions about items.

What’s your favorite part of your job as an interior designer? What’s your least favorite?

AI: It's hard to choose which part of my job I love the most. On one hand, I truly enjoy the creative process, but on the other hand, it's extremely rewarding to see my clients happy with the end result after I've installed their project.

My least favorite part would have to be the administrative tasks. It can be quite tedious, and I hope to receive some assistance with this aspect in the near future. Ultimately, my goal is to spend more time creating and less time on administrative duties.

What efforts do you have in place to ensure you’re running a profitable design business?

AI: I have transformed my design business by embracing automation, a strategic move that has revolutionized my workflow and significantly boosted profitability. In the past, each project would start from scratch, consuming valuable time and resources. Now, with automated processes seamlessly integrated into my operations, the entire client experience has become more streamlined and efficient.

The time-saving benefits of automation have translated into cost-effectiveness, marking a pivotal shift in my business strategy. Clients now not only enjoy a smoother project journey but also recognize the added value in our deliverables. Our client-centric approach has fostered long-term relationships, repeat business, and valuable referrals, creating a positive feedback loop.

One of the tools that has been instrumental in this transformation is Honeybook. By automating email responses based on specific form submissions, I can provide an immediate and tailored welcome message along with an investment guide for the services they are interested in. This proactive approach not only impresses potential clients but also helps me identify genuine interest, with nearly 99% of those responding by booking a discovery call.

I've also implemented a follow-up automation, triggering a message if there's no response within three days. This engagement has surprisingly generated numerous leads, demonstrating the power of personalized communication and timely outreach.

By structuring my workflow into clear options and systematically progressing from option A to option B, I've established a defined and efficient process. This not only saves time but also ensures a smooth transition from initial inquiry to project commencement. The structured workflow contributes to my peace of mind, allowing me to detach emotionally from my business—an invaluable aspect of maintaining balance and preventing overwhelm.

In essence, automation has not only optimized my business processes but has also become a game-changer for my overall well-being. Learning to detach from the emotional aspects of my business has further enhanced my focus and productivity, proving that embracing technology and structure can lead to both financial success and personal satisfaction.

What are some purchasing and reconciliation qualms you faced before using Zena?

AI: As a one-woman show, maintaining order is crucial for me. Before discovering Zena, matching and recording project details was a significant struggle. I used to spend hours on manual tasks, draining both my time and energy. Thanks to Zena, managing everything seamlessly has become a breeze, allowing me to focus on what truly matters in my projects.

Why did you choose Zena for your design business? How has Zena improved your purchasing and reconciliation processes?

AI: From the start, Zena captured my attention with its tailored approach for interior designers. Upon further research, the concept of having everything neatly separated with a clear budget was truly amazing.

Zena has not only saved me valuable time but has significantly enhanced the accuracy and efficiency of my purchasing processes. The convenience of having a dedicated Zena card for each project makes the entire workflow so much smoother and more manageable.

Can you offer some tips for designers who are purchasing products on behalf of their clients?

AI: Ensure to triple-check every detail and maintain a record of each movement. A single mistake can disrupt your entire report, and it's essential to recognize that your clients entrust you with their time and money. Getting it right the first time is crucial! While we're all human, having to send the dreaded 'I made a mistake' email is undoubtedly one of the worst feelings in the world.

What is one valuable business lesson you wish you had learned first-thing in your career?

AI: I wish I had recognized earlier in my career the importance of striking a balance between creativity and structure. While creativity is necessary in design, it is equally crucial to factor in practical considerations. Processes and structure play a key role in the growth and success of a business.