There’s a moment in almost every interior designer’s career when you catch yourself thinking, “Am I still designing… or just executing?”
The passion is there. The creativity is alive. But somewhere between the floor plans, purchase orders, and client approvals, your role starts to feel more like a screwdriver than a designer.
That’s exactly where today’s conversation with Deborah Flate begins. A former interior designer turned sales and showroom trainer, Deborah has spent more than 30 years on both sides of the table — designing, managing, and mentoring at high-end brands. Together, we unpack one of the most important mindset shifts our profession needs right now: how to stop selling products, and start leading through expertise.
The Transparency Gap
Many designers still hide their fees or mark-ups out of fear that transparency will scare clients away. But as Deborah explains, the opposite is true.
“Transparency isn’t a risk,” she says. “It’s your superpower. The more open you are, the more people trust you.”
When money becomes a secret, trust disappears. Designers want to advise with integrity but also need to make a living — and when that conversation isn’t clear, frustration follows.
The solution? Redefine what clients are actually paying for. They’re not buying furniture; they’re investing in the confidence that every decision will be right the first time.
“Clients don’t buy because you like something,” I added during our talk. “They buy when you touch what truly matters to them.”
– Deborah Flate
The Screwdriver Trap
Deborah calls it “being the screwdriver” — the moment you stop leading and start fixing.
You spend hours sourcing, coordinating, and troubleshooting instead of creating.
And yet, ironically, that’s when most designers mark up products to survive financially.
But there’s another way. What if you were paid for your thinking instead of your shopping list? What if your design fee — clear, visible, and structured — became the foundation of your value?
That’s how we work in my own studio, Masters of Interior Design.
No hidden commissions, no secret margins — just transparent design fees.
It was a bold move at first, but it completely changed how clients saw us.
When you lead with clarity, you attract clients who trust your expertise.
And those are the projects where creativity really flourishes.
Trust Is the New Luxury
Trust isn’t just a feeling; it’s a business model.
In our conversation, Deborah described it as building a “trust bridge” between the designer, showroom, and client — one made of honesty, consistency, and shared purpose.
“The moment you tell your full story to your dealer or showroom,” she said,
“they stop being a vendor and start being part of your team.”
– Deborah Flate
That's a powerful shift
When showrooms understand your concept, your client, and your timeline, they can anticipate what you need instead of reacting to last-minute changes. It saves time, strengthens partnerships, and often leads to better, more inspired results.
So next time you walk into a showroom, don’t say, “I’m looking for a green sofa.”
Tell them the story behind the sofa — the feeling, the lifestyle, the meaning.
That’s when collaboration begins.
Beyond Aesthetics
Both Deborah and I agree: design has never been just about aesthetics. It’s about meaning, transformation, and emotion. We live in a world where clients can Google any product — but they can’t Google intuition, empathy, or experience.
That’s what they really hire you for.
The interior design profession is shifting — from selling to serving, from pleasing to leading.
When you own your value, communicate transparently, and surround yourself with the right partners, you stop playing small. You start building a business that truly reflects who you are as a designer.
"The interior design profession is shifting — from selling to serving, from pleasing to leading."
Why It Matters
If you’ve ever struggled to explain your pricing…
If you’ve ever watched a client shop your design somewhere else…
If you’ve ever felt undervalued despite giving everything to a project…
This conversation is your reminder that you are the expert.
Designers shape how people live, feel, and connect — and that deserves to be valued.
So take your foot off the hose. Let the flow return.
Because when you stop hiding and start leading, everything changes.
Connect with Deborah Flate
Website: https://dialogue-consulting.com/
LinkedIn: https://www.linkedin.com/in/deborahflate/
