Inspired by the enduring architectural legacy of her hometown of Buffalo, New York, designer Erin Kristine of New Leaf Interiors doesn’t base projects on fleeting trends. Instead, she works to understand her residential and commercial clients on the deepest level so she can translate their needs, priorities, and personal preferences into highly individualized spaces that will serve them for decades to come.

Erin, you see each project as a direct extension of your client's identity. What is your philosophy, from a business perspective?

Erin Kristine: My business philosophy is centered on a curiosity-driven approach to innovation and improvement. Having acquired experience in a design/tech startup, I highly regard early-stage programs and the exploration of new ideas. Additionally, I emphasize the significance of seeking help when necessary, steering clear of burnout pitfalls, and maintaining a vigilant stance as a client advocate. Continuously learning and adapting in each interaction are essential for both personal and business growth.

What’s the design scene like in Buffalo,
New York?

EK: Buffalo's design scene is remarkably eclectic, yet it often retains a traditional inclination. Our community demonstrates a profound love and appreciation for artisan elements, natural materials, as well as traditional prints and patterns. Here, we embrace color without hesitation. Additionally, Buffalo boasts deep-rooted ties to historic architecture; East Aurora houses the Arts and Crafts movement and the Roycroft, while the works of Frank Lloyd Wright and E.B. Green adorn the city. The Darwin Martin House stands just a stone's throw away from my residence. In essence, this city possesses a beautiful, eclectic, artistic soul and a rich culture that shines through its design. We cherish individuality here, evident in the uniqueness of our completed projects, each reflecting our clients' distinctiveness.

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
We use a program called Materio and our own system to manage various aspects of the business/projects.

Accounting software
QuickBooks Online

Project management software
Asana

Do you work with a bookkeeper or accountant?

EK: We consult with our accountant, Dawn Schenley, annually, but we're considering involving her more regularly for reconciliation tasks. As a two-person team, we funded our business without a loan, using personal income for subscriptions and personal tools for other needs. Despite this, our growth has been significant, especially since June of '22 when New Leaf really took off. Considering this, we're thinking about getting a small loan to expand and hire staff in the coming year.

Have you partnered with a business coach or consultant?

EK: I don't work with a business coach, but I'm fortunate to have many family members, especially on my mother's side, who are entrepreneurs in finance, the arts, and media/advertising. They've all been influential to me, and I'm grateful for their mentorship.

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

EK: We're still new, actively building our list of preferred vendors and subcontractors. We prioritize those with strong communication skills and product knowledge. Our relationship with our Visual Comfort representative is excellent, and the local West Elm B2B team in Rochester has been outstanding. The support from the Four Hands team is also noteworthy. One of our favorite local artisan vendors is Red Disk, which creates artisan wallpapers silk-screened right in Buffalo. The prints are stunning, and the process enthralling to watch. Red Disk also gives back a portion of its funds to the Burchfield Penny Art Center, an art gallery housed within Buffalo State University’s campus, directly across from Buffalo AKG Art Museum.

As a woman in this field, finding respectful and supportive teams to work with has been crucial. We've found such a team in Don and Bill Balcerzak with Commercial Build Outs and plan to engage them for all future commercial projects. We prioritize vendors and subcontractors who exude good vibes, maintain impeccable quality, communicate effectively, and take pride in their work or product.

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

EK: My favorite part of being an interior designer is that each new client and project presents an opportunity to create something new and authentic. I take great pride in connecting with people and helping them shape their story, particularly when it comes to their built environment. I have confidence in my ability to quickly understand people's styles and preferences, or guide them in discovering their authentic style if they're uncertain at first.

My least favorite aspect is the ever-changing trends driven by capitalism or the desire to follow what's "in" rather than staying true to personal preferences. If you're seeking a designer who follows the latest trends, we might not be the best fit because that's not our approach. While trends can be enjoyable and it's important to be aware of them, they shouldn't be the sole inspiration for design.

My commitment to understanding clients translates into designs that resonate deeply, as evidenced by the consistently low number of revisions requested. I prioritize crafting spaces that reflect clients' genuine preferences over chasing fleeting trends.

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

EK: Honestly, it's been quite a journey, both thrilling and puzzling. Our profits come from design fees as well as from materials and furniture. It's interesting how some people highly value the services we offer—whether it's the design vision, 3D renderings, or project management—while others prioritize the products and materials they invest in.

Over time, we've recognized the true value in our work, our process, and our client relationships, leading to an increase in our design fees and service costs. This journey has boosted our confidence, allowing both of us to sustain full-time work without any loan support for the past year and a half, indicating that we're on the right track!

Continuing to be authentic, curious, reflective, and passionate about our work has been crucial in keeping us aligned with our goals. We also conduct monthly reviews to identify areas where we can improve revenue generation and to assess the effectiveness of our programs. As a two-person team, time management is a challenge, making it difficult to allocate time to optimize our processes fully. Currently, we prioritize dedicating energy to our clients as building a strong reputation is essential for long-term profitability.

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

EK: Zena came at the perfect time, to be honest. When we were smaller and had only a couple of active projects with material purchases, we managed using archaic methods and spreadsheets. Now, with four projects at different stages of design or construction, and several more clients we recently met with, fitting them into our schedule for the rest of the year would be challenging without Zena. As a designer and business owner juggling multiple roles, we are stretched thin. Zena has been a tremendous help, and we're excited about its growth. Having the ability to invoice within Zena would be a godsend.

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

EK: We have a strong interest in beta programs. Having worked for a design/tech startup for three years after graduating, I find it natural to invest time in exploring new ideas or processes. Additionally, I thoroughly enjoyed participating in beta groups at that company; analyzing the "hows" and "whys" of an idea or startup and discussing ways to improve it is genuinely enjoyable for me.

We discovered Zena at a time when we were considering hiring a full-time accountant to assist with reconciliation. Zena provided us with an opportunity to supplement some of that work at no cost.

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

EK: Do your research, speak with representatives, ask the tough questions, and obtain samples. If you feel confident about a product, are honest about its qualities or potential drawbacks, and have confidence in it, you will be able to sell it effectively. Consequently, your client will be well-informed, confident, and satisfied with their investment.

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

EK: Don't hesitate to seek assistance or delegate tasks. Entrepreneurs often feel the need to handle everything themselves, driven by curiosity and perhaps pride. While it's valuable to have experience in various aspects of your business, it's crucial to recognize when to seek help to facilitate growth and avoid burnout, a challenge I still face.

Additionally, don't assume that other professionals or companies share your work ethic, priorities, and soft skills. Remain understanding and patient, but remember that you are your client's advocate. Continuously learn and enhance your skills, leveraging each interaction to strengthen both your capabilities and your client relationships.