Today we’d like to introduce you to Liz Doud.
Hi Liz, so excited to have you with us today. What can you tell us about your story?
I always knew I wanted to be an Interior Designer deep down. My mom would tell me that as a baby I used to sit in the cart and stack the products to make towers and designs out of them. As I grew up, much to their quiet annoyance, I rearranged our home’s furniture frequently. I even wrote in an elementary school assignment that my dream was to be a designer. I was 8 years old!
So, when it came time to apply for college I knew I wanted to do something in the design field. I looked at a few different schools around the country, but ultimately landed on the University of Oregon’s Interior Architecture program. I loved that it was an Architectural degree and that it would give me the technical background of buildings and structures. While in school I also studied Historic Preservation, and was lucky enough to study abroad in Croatia to help document historic villages on their islands.
Once I graduated I moved to San Diego, somewhat on a whim, and hopped right into the design-build field. Working and learning the ropes within an “all under one roof” type of business was trial by fire, but in the best way. I was able to hone my skills with the support of a large network while simultaneously building relationships throughout the SD design culture. After about a decade of design-build work I stepped out on my own. It was a scary leap of faith, but ultimately it was the best decision I have ever made for myself.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I would say it has not been the smoothest road when it comes to the professional section of my background. Though I wouldn’t trade it in, the design-build companies were a challenge. Having so many high level minds under one roof is amazing in some aspects, but a simmering disaster in others. I had a hard time balancing the personal and professional disagreements at times, and it definitely made me grow thicker skin. There were many years where I came home crying daily. In each circumstance, though I may have done it sooner, I ultimately made the right decision and put my own mental health first.
Then, when it came to starting my own business, I will say I was warned that it would not be easy. I was under no misconceptions that it would be smooth sailing, but the feast and famine patterns that this industry tends to be has been difficult to deal with. I am someone who thrives on being busy, so having famine periods where I am not so busy took a toll on me. But, that is the name of the game in some respects and I always keep in mind that the pendulum will swing in the other direction eventually!
Thanks – so what else should our readers know about LFD Design, INC?
I am an Interior Designer, specializing in high-end residential design, here in San Diego. While my specialty is residential, I have also worked on commercial interiors, one of which I recently won a Chrysalis Award for. Typically there is no job too small or too large for me. As a one-woman-show, I am always excited to get into a project from the beginning and help mold it into the client’s dream outcome. That could be for a single bathroom or fireplace up to a custom estate. My background in architecture and historic preservation also gives me a unique view on design – thinking through the practicality and concequences of design choices before they are set in stone, so to say.
I also offer what I call “soft design” services – which are what most people think of when they hear the word “decorator.” Things like art, furniture, accessories would fall into this category, while my bread and butter would be the design that has to be built in – like tile, cabinets, countertops, flooring, etc. In either case, my attention to detail and urge to help each client realize their own personal style and dream is what sets me apart. Especially for residential projects, this is not my moment. This is the client’s moment to reflect their personalities – I’m just here to guide that along into a reality.
What matters most to you? Why?
What matters most to me in business as well as personal life is transparency. I have had too many experiences with people who say one thing then do another – and all too often will throw the blame onto anyone but themselves. The professional relationships I have cultivated over the years are based on this understanding. I will be upfront and honest with you as long as you give me the same respect. It never ends well, for myself / a trades person / a client – really anyone involved – if the trust is fractured. Because of that, I go into every relationship with open arms and an honest heart and all I ask is that this be respected and reciprocated.
Pricing:
- Initial Consultation – 1 Hour Complimentary
- Pricing Varies based on Scope of Work
Contact Info:
- Website: https://www.lfd-design.com
- Instagram: https://www.instagram.com/lfddesign/
- Facebook: https://www.facebook.com/lfddesign
Image Credits
Silvan Engert, Marrokal Design & Remodeling
