When motorization in window treatments first came along, I resisted. I had no interest in tackling the learning curve that came along with it. Like most humans, I was hesitant to change, and hoped it was a passing fad. I wanted what worked in the past to continue working. I wanted to stick with what I knew.
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Eventually, though, I gave in. I learned about motorization, and we brought it into our business at Window Works. As it turns out, it’s a good thing that we did—motorization is standard now, and it’s hard to imagine our business without it. What I wanted to ignore was so much more than a flash in the pan—it was the future of window treatments.
As designers, you’re facing your own version of that. A “trend” that is making its way into the mainstream as we speak: Sustainable design.
Sustainability Is Profitable
I recently had Susan Inglis, executive director of the Sustainable Furnishings Council, on my show A Well-Designed Business. She shared some stunning statistics: A study by the Council found that six out of ten consumers want to learn about environmentally safe and sustainable furnishings from designers—but that same number reported that they didn’t know any designers that do sustainable design.
That’s why sustainability presents such an opportunity right now. People want it, and the demand is there. But so far, not enough designers are leading with it. You don’t have to be a business guru to understand that where there is demand that’s not being fulfilled, there’s profit being left on the table.
What’s Your Niche?
Sustainability as a niche offers plenty of potential. But as more consumers demand it—and as more designers embrace and incorporate sustainability into their businesses—it’s going to become the norm.
It’s not enough to simply say you are a “sustainable designer.” You will need to do the work of learning the ins and outs—whether that means learning about certifications, low-carbon materials, efficient appliances, or other aspects of the field. And importantly, you will need to decide where and how you will approach it in your designs.
Take Lenora DeMars of 9 Ten Design, for example. Sustainability is an integral part of her business, but she’s also carved out her own niche within it, creating “spaces that heal your mind, body, and soul while taking function and style to new heights.” Lenora offers more than just sustainability—she brings her clients well-being through environmentally savvy spaces.
Sustainability holds plenty of possibility for you to put your unique spin on it and for you to fill that space as the go-to designer.
Aligning With Passion
The best niches are not only profitable—they’re built on passion. When you design from the heart, and build a well-designed business around what you love, you create more value, more referrals, more happiness, and more fulfillment.
People can always tell when you’re not genuine. But when you are truly passionate, they can tell that too.
I’ve had enough conversations with designers to know that many of you are passionate about sustainability. You want to make a positive impact on the environment. You want to find a way to incorporate sustainable furnishings, deal with fewer chemicals, and produce less waste. If that’s you, you have the chance to connect with your clients on a deeper level, to work directly with those who share your passion.
I recently had Bethany Wrede Peterson, a brand voice coach, on the show, and she made a point that was a big “aha moment” for me. Like many people have pointed out, she said that finding your niche starts with your target audience. But she also said that it’s not just about who you liked or even had rapport with—it’s about clients who you resonate with so strongly that you instinctively anticipate their needs.
If you build your business based on your passion, then you can find those clients who share your values and who align with your vision and mission for your firm. This is when you become the go-to, the no-brainer choice for your ideal client.
The Future of Design
Honestly, I don’t think any designer can afford to ignore sustainability as we head into the future. It is incumbent on us, as global citizens and specifiers, to at least consider the impact we are having both now and in the long term. If sustainability lights a genuine spark in you—considering the combination of market potential, personal passion, and increased profitability—it could just be the perfect way to grow your business and also make a difference in the world.
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September 23, 2021 at 09:59PM
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Why Sustainable Design Has Left “Niche” Status - Architectural Digest
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