A Well-designed Business® | Interior Design | Designers | Business |interior Design Success

Today With Rachael Johanson: Today with Rachael Johanson, luxury brand strategist, we explore transitioning from mid-market to luxury positioning in design. Rachael shares how she's evolved her business to focus on five high-touch Brand Launch Weekend clients annually, helping designers move from 30 projects a year to 10 at double the budget. We discuss the language shifts that separate luxury messaging from mid-market positioning, why "we and you" marketing works against you in the luxury space, and how your headshots might be sabotaging your expert positioning. Rachael reveals that 80% of designers are "sitting on gold" in their portfolios but haven't claimed their expertise, and shares her approach to identifying your niche through past project patterns. This episode is essential listening for designers ready to position themselves for fewer, bigger, better projects. LuAnn Nigara and Rachael Johanson’s Ah-Ha Moments: "I've heard so many women say that they lose themselves in motherhood. And I'm like