Heather Ferreras-Tokan of Tokan Interiors runs a small, woman-owned design-build studio offering a tailored turnkey approach to design services. Heather shares her business philosophy centered on the transformative power of good design, emphasizing the importance of reflecting clients' personalities in their spaces. With a belief in the harmony between form and function, Heather discusses the vibrant design scene in South Florida and her strategies for marketing services, managing projects, and fostering strong vendor relationships. Read on to discover her journey, insights, and valuable tips for aspiring design founders.

Tokan Interiors is a small, woman-owned, design-build studio, providing a tailored turnkey approach to design-build services. What is your business philosophy?

Heather Ferreras-Tokan: Good design can impact the way you feel. We want our clients to walk into their homes and feel that it is an elevated reflection of themselves. We put passion into our designs and back them up with tried-and-true implementation.

I believe that form follows function, which is the cornerstone of our entire approach. I believe in creating harmony between simple aesthetics and efficiency. Form follows function. It is the easiest thing to remember and one of the hardest things to achieve. But aiming high is what drives us.

What’s the design scene like in South Florida?

HFT: The design scene in Florida is vibrant, dynamic, and constantly shifting. Many people believe the design scene in South Florida is primarily coastal, beachy, or modern, but that is far from the truth. The diverse cultures and nationalities in South Florida (which remind me of home in NYC) allow for a wide variety of design styles, from traditional to modern, and from eccentric to eclectic. The Miami Design District is an inspiration for interior designers worldwide. Miami hosts Art Basel, which brings in amazing artists from different continents and showcases their work. The Wynwood Art District allows artists to display their vivid murals. How can you not be inspired?

How do you market your services to potential clients?

I use a lead platform called Houzz which matches homeowners with me based on the services I offer. Houzz also allows homeowners to search for professionals and contact them directly. Recently, I hired First Hit Marketing, a local agency that specializes in on-page and off-page SEO for businesses. Since they took over my Google listing, I have definitely gained more attention. I wish I had used them earlier in my business!

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

Business management software
Houzz Pro

Accounting software
QuickBooks

Project management software
Houzz Pro

Website
Powered by Houzz

Business Coach:
Rick Franzo, owner of The Growth Coach of the Poconos

Bookkeeping / Accounting:
H. Martin Joo of Costamar Professional Tax Service

Any other tools that help you run your business:
Zena

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

HFT: I tend to drop a quick “hope all is well” text or DM on Instagram. I view my vendors as partners with shared goals, fostering open communication, mutual respect, and transparency. I always prefer to support small local businesses, and in my experience, small businesses treat you like friends or family rather than just customers with account numbers. My go-to vendors are:

• Mike Lozano at Diamond Frameless is my custom glass guy for every project
• Fine Design by Willie for custom upholstery
• Maria at Cuina Design for kitchen, closet, and bathroom cabinets, pantries, drawers, and vanities

What efforts do you have in place to ensure you’re running a profitable design business? What are the key metrics you track? 

HFT: Client satisfaction is the most important aspect to me, followed by the revenue generated for each project.

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

HFT: It was definitely a challenge to match purchases, expenses, and deposits for each project. At one point, I had six bank accounts to manage the spending per project. However, that became overwhelming and ultimately created more work for me at the end of a long day. I was using Excel for project budgets and attempted to track costs using Excel as well. It became difficult to track everything in Excel and also input the data into QuickBooks.

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

HFT: I saw an advertisement on Instagram and was instantly curious about Zena. I scheduled a call and signed up during that initial call. The Zena Sales Team took the time to explain all of the benefits and answered every question (I tend to have a ton). Then I was teamed up with Kimberly on the Customer Experience team, who is also absolutely amazing!

In my opinion, Zena is the best large company because it treats its customers as though we are their only customers. I don’t feel like just another account number with Zena; everyone I have interacted with truly makes me feel like we are partners working towards the same goal. I also met with Dal on the Product Team for the QuickBooks integration side of Zena, and he is also awesome! He actually texts me to check in and see if I need any assistance. If I have any questions or need help, he is only a phone call or text message away.

What other company goes out of their way to make sure their customers are treated like personal friends or family? None, except for Zena! Zena has 100% helped me keep track of all my purchases and expenses for each project. It has made my life so much easier because I can now easily track my spending for each project without lifting a finger. I simply log into my Zena account, and everything is organized, categorized, and easy to understand.

How do you strive to maintain a healthy work / life balance?

HFT: I am still trying to figure that out. Learning to shut off at the end of the workday is often a challenge since I am still trying to grow my business. I do not want to miss out on potential projects.

Can you offer some tips of best practices for new design founders?

HFT: Know your worth. Never apologize for your prices for designs, implementation, or construction. Work smarter, not harder. Gain as much information as possible about running an interior design firm or studio. There are many amazing designers who have developed systems to help young design studios reduce stress and figure out what to do. My 15-step project management system was created by the amazing Kimberley Seldon, founder of Kimberley Seldon Design Group and Business of Design (a worldwide platform specifically created to help interior designers grow profitable businesses). Her system provides strategies for running a profitable design business. Cheryl Horne, Director of Operations for Business of Design, offered her advice when I asked her to review my website. With her guidance, my website looks more professional and will ultimately help attract more ideal clients. Remember, your website does matter!

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

HFT: Hire a business coach! I didn’t start working with my business coach, Rick Franzo, owner of The Growth Coach of the Poconos, until two years into my design business when I was struggling. I attribute my growth to him. I thought I knew what I was doing, but I definitely did not!