Vintage furniture brings character, personality, and soul to a space, but incorporating it into your interior design business comes with its own set of challenges. From sourcing one-of-a-kind pieces to navigating shipping disasters, pricing antiques, and managing client expectations, there's a lot more to selling vintage than finding a beautiful treasure. In this episode, Shaun and Rebecca welcome Heather Peterson, founder and principal designer of Minneapolis-based Heather Peterson Design, to discuss her approach to vintage sourcing, transparent pricing, and creating a client experience built on trust.

Heather shares how her background in advertising and art curation influences her eclectic, color-filled interiors and how years of hard-earned lessons have shaped her interior design business processes. From creating client education guides and navigating furniture receiving to styling photo shoots, investing in PR, and building a strong design team, this conversation is packed with practical advice for interior designers looking to streamline their operations and grow a more profitable, sustainable business. Plus, Heather shares why developing a recognizable design point of view can attract better-aligned clients and why building a successful design business doesn't always mean building a bigger one.

In this episode they discuss:

  • How to source, price, and sell vintage furniture and antiques while educating clients on the true value of secondhand pieces beyond potential cost savings
  • Heather's transparent pricing strategy, including her 35% markup on furnishings and materials and 20% markup on labor, reupholstery, and workroom services
  • Creating "What to Expect" client guides for vintage purchases, receiving and shipping, installations, and photo shoots to prevent surprises and build client trust
  • Managing vintage furniture restoration, freight complications, unexpected damages, and the realities of furniture receiving and procurement
  • How professional interior design photography, intentional styling, and developing a recognizable aesthetic can help attract ideal clients and increase opportunities for publication
  • Heather's strategy for sourcing and selling styling accessories during installations without pressuring clients to purchase everything
  • Building better interior design business systems, delegating responsibilities, working with a business coach, and investing in public relations to grow your studio
  • Why designers should define success on their own terms, embrace different seasons of business ownership, and prioritize sustainable growth over simply getting bigger


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