New Orleans-bred, Houston-based Tiffany White brings skills learned while earning an MBA and designing sets for fashion designers at New York Fashion Week to her current role as Creative Director at Midcity Design Group. While her projects are customized to each individual client, all strike an all-important balance between luxury and livability.

Tiffany, Midcity Design Group designs with the philosophy that interiors influence us in most of our everyday lives. What is your philosophy, from a business perspective?

Tiffany White: The simple response to my business perspective is to generate unique and innovative design concepts that make a client’s heart smile. As for the more practical approach, here is my philosophy:

• Professional development
  I prioritize investing in continued education, attending industry events, and staying updated on design trends and technologies.
• Diversification of services
  At the start of each year, we explore potential new service offerings, such as expert consultations, product design, e-commerce ventures, or real estate, to expand our revenue streams.
• Adaptability and scalability
  We remain open to opportunities that could help scale the business and increase revenue.
• Measuring sucess
  We set SMART goals, track our progress, and adapt new strategies based on market data.

What’s the design scene like in Houston, Texas?

TW: In all honesty, the design-build sector in Houston is booming. Nevertheless, it has become a saturated market filled with talented and qualified interior designers. While we once relied on a pipeline and waiting list, now I find myself needing to advertise and actively seek leads.

What’s MDG’s 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 two design and business software options depending on the project: DesignFiles, and StyleRow. DesignFiles offers an interactive Design Questionnaire, mood boards that can make the board appear 3D by manipulating the images to lay flat, angle, etc., and floor/furniture plan capabilities. We use StyleRow for its client dashboard which better aligns with our brand (high-end and luxurious but easy for your client to use and communicate).

Accounting software
Wingspan and QuickBooks.

Project management software
Motion (AI Calendar and Appointment Software) and Programa.

Website
Squarespace

Bookkeeper
Wingspan

Business coaches/consultants
Kim Kuhtebl, Sandra Funk, Susan Brock, Terrica Lynn Smith

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

TW: We engage with a number of vendors because our designs are tailored to accommodate client styles, lifestyles, and each client’s unique functional needs.The vendors we most frequently utilized last year include:

Maintaining strong vendor relationships is essential to our operation. Vendors love love. We express gratitude through handwritten notes, Starbucks cards, Christmas gifts, and birthday presents, treating our vendors with the same care and respect we expect in return.

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

TW: My favorite aspect of being an interior designer is witnessing the client's reaction. Being the source of their joy affirms that I am operating within my zone of genius.

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

TW: Running a profitable design business requires ongoing effort. I implement a multi-system plan to enhance my chances of success and achieve long-term financial sustainability:

• Prioritizing client satisfaction through clear communication, timely project delivery, and exceeding expectations.
• Utilizing technology to automate routine tasks, improve efficiency, and free up time for creative work.
• Encouraging client referrals and actively building relationships within the community.
• Precisely calculating project costs and setting competitive yet profitable pricing.
• Utilizing project management tools and processes to optimize workflow, avoid delays, and minimize project costs.
• Practicing expense control and budgeting.
• Regularly monitoring financial metrics, identifying improvement areas, and adjusting strategies accordingly.
• Investing in ongoing learning and staying updated on design trends and technologies.
• Diversifying services and revenue streams, including full-service design, expert consultations, design-build, and concierge services such as housekeeping and handyman services. Additionally, exploring ventures like Airbnb hosting, rental property management, fix & flips, and product line development.
• Regularly assessing market trends, adjusting offerings to meet evolving client needs, and staying ahead of the competition.

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

TW: Since adopting Zena, we've overcome the familiar accounting hurdles many design firms grapple with. From tackling data entry and expense tracking to juggling multiple projects, resolving invoice and payment discrepancies, and handling purchase orders and receipts – Zena has been a game-changer. Now, tracking budgeted versus actual project costs is a breeze. Zena has revolutionized our accounting processes, making them more efficient and precise than ever.

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

TW: Choosing Zena was a no-brainer for me – it has revolutionized how I organize my business finances. With dedicated cards for each facet, including operations, individual projects (a boon for bookkeepers), petty cash, gas cards, and more, Zena has significantly cut down our bookkeeping and accounting fees by streamlining monthly reconciliation. The added perk of rewards, such as Starbucks cards and AirPods, sweetens the deal. I wholeheartedly recommend all designers to give Zena a try you won’t regret it.

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

TW:

• Always triple-check the dimensions before placing orders.
• Invoice your clients and collect funds before placing any orders, even for specialty trades, window treatments, custom upholstery, etc.
• Hire a receiving warehouse for all deliveries. They will assess all items upon delivery, refuse damaged items, and track and report your deliveries and stored items. An excellent receiving warehouse will offer white glove delivery to impress your clients. Luxe Delivery & Storage in Houston is exceptional.

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

TW: Find knowledgeable mentors who are invested in your success, thereby preventing you from spending unnecessary time and money trying to figure things out independently.