Today we’d like to introduce you to Heather Cook Stiefel.
Hi Heather, thanks for joining us today. We’d love for you to start by introducing yourself.
My motivation for starting a design business came from a combination of factors that culminated in late 2020. Although I had completed my real estate home staging certification back in 2015 and had done projects on the side for several years, I had not made the commitment to full-time, opting to keep my career in healthcare transportation for stability (and let’s face it, out of a complete and utter fear of failure!). Despite the security my day job provided, I found it extremely draining, and I wasn’t feeling good about the work I was doing. Fast forward a few months to Q4 2020. The real estate market in San Diego was extremely hot, and my mom decided to put her condo on the market. I helped her organize, clear out 20 years of stuff, and stage the place for real estate photos…and her place sold within 48 hours of being listed! The entire process was incredibly energizing, and just pure fun. It inspired me to realize that I could realistically do this as a full-time job, and gave me the nudge I needed to make the jump. In April 2021, I officially launched my style coaching business and began taking on clients.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey has been a fairly smooth road?
Mine is a relatively new business (about 18 months), and I’m truly learning as I go! Transitioning from the corporate setting to a creative entrepreneurship has been humbling, and I’m incredibly thankful for my project management skills and background in client management, which have both helped me immensely. I think any new business opportunity has its challenges, and choosing to begin mine during the pandemic put a whole new spin on that. At the beginning, some folks were hesitant to have in-person consultations, and my preferred design method is very hands-on. Remote work isn’t my ideal scenario so that in itself was a big challenge. Self-promotion can also be difficult, learning how to toot your own horn, so to speak. Despite my background in PR, marketing, and events, advertising my own business has been a slow learning process. Standing out from the crown in the design space can feel impossible at times, but learning to trust your gut about content and what you’re comfortable promoting is the most important thing.
Can you tell our readers more about what you do and what you think sets you apart from others?
As a style coach, I find my passion in helping others to define their own personal design style which can then be applied in their space. Really, there are no rules or limits when it comes to style – whatever brings you joy and comfort is what ideally should shape your space. I believe what sets me apart is my collaborative approach to interior styling. I’m not the typical interior decorator/designer who presents their vision for your space. Instead, I ask you questions that you may have never considered before and use the answers to help you define your unique style blueprint. It’s a fun process, and every client has different likes, which makes it a unique experience every time. My design format is like putting puzzle pieces together until it “feels good”.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out.
Technically, I’m still starting out too, but I think the best advice I have for others launching a design-focused business is to meet others who are doing the same thing! I’ve just started branching out this year and working with some other stagers and design folks, and it’s amazing the creative push you can get from this. Be brave, and just reach out – you never know what opportunities can come from that small effort!
Contact Info:
- Website: heathercookstiefel.com
- Instagram: @heathercookstiefel
