Winter Series, CarleneDuffy_Cedar and Suede

Allow me to introduce Carlene Duffy, an accomplished interior designer, a much loved television personality, author of the stunning coffee table book, 'This Old Van,' and a powerhouse behind the celebrated design firm, Cedar & Suede.
In today's episode, I chat with Carlene about her unique journey into the world of design, her sources of inspiration, and her impactful presence on the reality television show, 'The Block.' Let’s discover how her initial steps into the industry helped shape her into the force she is today.
Learn about her creative fuel sources and her advice for aspiring designers.
We'll also indulge in a little nerdy passion of mine and Carlene's - caravan life, exploring the unique design challenges and endless possibilities that come with tiny living spaces.
If you've ever wondered about what happens after you work on reality tv, this episode is for you. I’m so glad you’re here to join us for this incredible  conversation with Carlene Duffy.

Check out Cedar and Suede on Insta here https://instagram.com/cedarandsuede
Or on the website https://cedarandsuede.com.au/
The podcast Carlene mentions is Business of Home, Dennis Scully https://podcasts.apple.com/au/podcast/business-of-home-podcast/id1340460508

Thanks for listening to this episode of "Designing Success: From Study to Studio"! Connect with me on social media for more business tips, and a real look behind the scenes of my own practicing design business.
Check out my online course, "The Framework," designed to provide you with everything they don’t teach you in design school and to give you high touch mentorship essential to having a successful new business in the industry. Check it out now and start designing YOUR own success
(waitlist now open) https://oleanderandfinch.com/first-year-framework/
Remember to subscribe to the podcast and leave a review. Your feedback helps me continue providing valuable content to aspiring interior designers. Stay tuned for more episodes filled with actionable insights and inspiring conversations.

The presenting partner for this episode is Pureflor - Use code 'Design' for a sneaky discount  For a better environment | Pureflor

Thanks for listening to this episode of "Designing Success: From Study to Studio"! Connect with me on social media for more business tips, and a real look behind the scenes of my own practicing design business.

Grab more insights and updates:

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For more FREE resources, templates, guides and information, visit the Designer Resource Hub on my website ; https://oleanderandfinch.com/

Ready to take your interior design business to the next level? Check out my online course, "The Framework," designed to provide you with everything they don’t teach you in design school and to give you high touch mentorship essential to having a successful new business in the industry. Check it out now and start designing YOUR own success
(waitlist now open) https://oleanderandfinch.com/first-year-framework/

Remember to subscribe to the podcast and leave a review. Your feedback helps me continue providing valuable content to aspiring interior designers. Stay tuned for more episodes filled with actionable insights and inspiring conversations.

Thank you for yo...

Transcript

0:12

Welcome to Designing Success from Study to Studio. I'm your host, Rhiannon Lee, founder of the Oleander Finch Design Studio. I've lived the transformation from study to studio and then stripped it bare and wrote down the framework so you don't have to overthink it. In this podcast, you can expect real talk with industry friends, community, connection, and actionable tips to help you conquer whatever's holding you back. Now let's get designing your own success. Today on the Winter Series of Designing Success, I am revisiting my very first interview. It's with the gorgeous Carleen Duffy of Cedar and Suede, and I really loved this chat. I know if I think back, if I want to overthink things, I would go back and do things a lot differently with a year of podcasting almost under my belt. But yeah, I'm really excited to be back. But I thought it was worth a revisit because she had some really incredible insights around balancing motherhood and business. And I loved hearing more about her processes and how she outsources specific tasks in her business and all about her caravan. And it was just a great chat. I was probably fangirling a little, but also really just lost in how. Kind and generous Carleen was and we got along well and were able to get really stuck into her journey and what designing success has been like for her. I hope you enjoy this as much as I enjoyed it the first time. It's had some editing updates. And yes, it was before the new microphone replacement and it was via zoom. So there are a few sound issues, but it's better than it originally was released anyway. So enjoy it for the second time.

audioCarleneDuffy21406746759: 1:43

Good morning.

audioRhiannonLee11406746759: 1:44

Hello. How are you?

audioCarleneDuffy21406746759: 1:46

I'm good. How are you?

audioRhiannonLee11406746759: 1:47

Good. The funny story I was going to tell you was really around your involvement in the creation of my own career, your unknowing involvement in that when you were on the block, you, there was some sort of challenge around aravans or renovating caravans, I believe, and you had chosen the 10 top renovated caravans in Australia for just like a nine life Online article and our caravan featured in that. And I think it was the very first time I went, Oh, maybe I do have a bit of an eye for the, it was a validating experience for me and it kicked off my career. So a big thank you to you for choosing our caravan

audioCarleneDuffy21406746759: 2:26

That's really cool. I actually have no, I wrote, I know we did the yam caravan challenge. I have no recollection of that article, which is maybe a sign of the time of my life, which was chaotic, but yeah, that's really cool.

audioRhiannonLee11406746759: 2:40

and it's actually quite great. I think how little sliding door moments or little things that you do, because yes, with PR they're like, let's just throw another thing out Find 10 on Pinterest right now and we'll put your name underneath. Like we, we know how the media cycle works and how things go, but how that little thing can mean like nothing, it's just something that you've got to get done during the filming of the block or whatnot. And then it can kickstart an entire career. And then I'm now working with emerging designers. So it just has this like flow on effect, but you're responsible for all of it. So well done.

audioCarleneDuffy21406746759: 3:10

That is yeah, unknowingly, but that's true. Actually. I've never really, Thought about that, how how it can be just those little things. And there's probably a lot of instances like that and examples like that, where you have some sort of influence over something somebody else does without knowing it and you're right. There's that's a real, it can be like an avalanche really.

audioRhiannonLee11406746759: 3:33

and that unknowingness, like we just do these little things and and at the time, I don't believe there would have been that many examples of renovated caravans because, as they are very tough to get into and to get finished. I think a lot of people have beautiful dreams and might buy something and then when they start looking at the intricacies of actually getting it. To Pinterest level, like once it's actually finished and styled and photographed, there's not as many examples as you would imagine there are. There's a lot of selling my half done project

audioCarleneDuffy21406746759: 4:06

Yeah,

audioRhiannonLee11406746759: 4:06

there than there is actually the Pinterest images. So there you

audioCarleneDuffy21406746759: 4:09

There's not like at the time when we did our first caravan, There was next to no images available on Pinterest, which made it hard to do, to have the confidence to do the first one because we really, we're renovators and, but we were definitely going in green. It meant every van we did subsequently was a real learning experience. So that's why we wrote the book that we wrote because we've received so many messages and emails from people needing really specific. Tips and advice because renovating events, not like renovating a house. It's not just because you have to use specific types of materials. And there's really intricate like knowledge you need to know, like, how do you replace the corner window of an account? So that was our impetus in writing the book. So there was a resource out there that people could utilize. And essentially take the load off the emails we were fielding. So yeah, it feels good to know that out there and it's done and it's, that it could potentially help people going forward.

audioRhiannonLee11406746759: 5:21

For sure. There's so many customizations and intricacies in each different like brand of van as well. And I would say that our so ours is a 1979 Franklin Sunwagon pop top, and we would probably get two to three messages a week on that Instagram account, which I haven't posted on in more than two or three years. And just around, what did you do with the canvases? How did you get the rods to do this? What did you do with the silica? All those little questions. So I can imagine with the volume, since you have more publicity behind what you've been doing, that they're just, questions are coming thick and fast.

audioCarleneDuffy21406746759: 5:56

Yeah, they were. So it feels nice to know there's just a one stop shop. Very accessible. And I guess that's what we like about the caravans and the renovating of them is that it is accessible. Like when we did our first one nearly we decided we were done with tents. We wanted a caravan to make, we still wanted to camp and give our kids that experience. Cause Michael and I both grew up. Camping and, they form so many good childhood memories for us. So we wanted to give our kids that, but we're busy and setting up a tent and just felt like a lot more work. So it was why we decided we're going to do a caravan, but my God, they were expensive and they were also incredibly boring. The new ones. So we're a bit like we are renovators, like we can buy. Something, we bought Millie for five and a half grand and put our own spin on it. And then we absolutely loved holidaying out of all of our vans. So it just it was, I guess that's what it is for people. And that's the draw card. It is. It's so much more accessible and you're able to customize it and get something that you want at the end of the day.

audioRhiannonLee11406746759: 7:09

And you'd love like we're exactly the same with the boys and we set it all up and we get in and everything's exactly as we want it and beautiful and you look around and yes, there might be other caravans, but they've all got the same tired upholstery and the same layouts and layouts. And I just absolutely love that. Yeah, the customization and stuff when we're inside and all the things have been created for the functionality of our family and what we actually need and stuff. So it's always, you close the door at night and you think, Oh, ours is prettier than all. It's nice being in here

audioCarleneDuffy21406746759: 7:39

Yeah. I

audioRhiannonLee11406746759: 7:39

And that's joyful instead of a tent being like waiting for the rain to pass.

audioCarleneDuffy21406746759: 7:43

Wait, the rain's going to come. Like it's inevitable. It's going to rain. Go camping. It's going to rain. So it's, that was another reason. Like I think we, I think it was our last camping trip and we packed up in the rain and we knew we'd have to get home and set the tent up and it's just that's a lot of work. We've only got a week in which to holiday. That's like just the work either side of it as well.

audioRhiannonLee11406746759: 8:05

Yeah, drying out the tent for a week,

audioCarleneDuffy21406746759: 8:07

Yeah, I felt like a burden.

audioRhiannonLee11406746759: 8:08

yeah, for sure. And also your point earlier around the accessibility. It's so true. What every person has. Like financially ability to do So much greater within the car, like renovating a caravan space, then perhaps flipping a house or buying an investment. And then looking at, getting in your imported tiles and all the things you want to do, because yes, the challenges are there with lightweight things and other things, but you can get a real design happening. You can get a real sense of the color palette, a real sense of what you want to do, and you can afford to execute it all the way to the end rather than run out of money halfway through your project.

audioCarleneDuffy21406746759: 8:44

Yeah. Absolutely. And there's a bit of a hole in the market, I think, for those who want a new van, but want it to feel, designed like you feel. I wanna feel like I'm on holidays when I'm in my van, so I reckon there's a bit of a hole in the market for new vans to offer something that's a little bit offer color for one. That would be a starting point.

audioRhiannonLee11406746759: 9:04

Anything bespoke and even just to reassess the upholstery or like the material selections and things. I think that there's been no uproar, if you will, with demand. People are still buying them. So they still think that's what people want. But I feel like it's just a very similar same aesthetic. And as you say, it's such a market for people who will. Think I need to put my own stamp on this and then it makes every holiday so much better because you just love the space you're in instead of get out of the caravan all the time to get doing things. You actually, if you do get reined in and you have to play a board game and do this or that, you're actually really enjoying where you are as well.

audioCarleneDuffy21406746759: 9:39

yeah, totally.

audioRhiannonLee11406746759: 9:41

can you tell me a little bit about your own pathway into design? Like when did you feel like interior design was calling you in terms of a career choice?

audioCarleneDuffy21406746759: 9:49

It actually started when I was on maternity leave with my second, so Stella, and I think I don't know if it's just being at home with and we had no money to do any of the things that I wanted to do in terms of the interiors. I think it prompted me to think outside the box and I became, you maybe it was like baby hormones. I don't know, but I became really invested in interiors. So I would just soak up whatever I could. I couldn't like, I think at the time, like I was a maternity leave, Michael was an apprentice and I like, wouldn't even justify the cost of a magazine. So I just hang out. Wednesday for the design files house tour and just soak up every detail. And at the time as well, Emily Henderson her design blog was just my go to, but again, like she, at the time she would only post, a couple of times a week and there wasn't, I don't think Pinterest wasn't. Pinterest was a thing, but Instagram wasn't. But I just found myself completely obsessed with interiors. And at that time I did not know how I was going to, Execute that or if I was going to do anything with it, I had young children so that I guess I wasn't really thinking too much about how I would make a career of it and I don't think I even. Elaborated on that thought too much before we applied for the block, which we did after a camping holiday, interestingly, and pulled together a video. At D Day, of course, at the very last second, we put together the application thinking we're just going to apply because, of course, we had young kids and we were like, we can't go, but we were like, let's just apply because we won't get probably won't get on anyway. And then, of course, we did. And, then the block did provide this platform, ultimately that allowed me to be able to take, whatever sort of path I wanted with it, but I spent a lot of years after that not. I feel like we have so many balls in the air, like we were so busy with so many different things. Like we did a lot of brand campaigns and we were filming TV shows after that. So I didn't commit to offering design as a service really until just a few years ago, because the block for us was 9 years ago. Which is actually insane. But yeah, there was, there's been a lot of time in between then and now, where I've, small samplings of a design service, like design intensives without offering full service interior design. So it's only. Yeah, in the past few years that I've just really committed to it. And where I'm really happy with where the studio's headed.

audioRhiannonLee11406746759: 13:15

That's amazing. And I guess, there are opportunities, as you say, post the block to monetize that exposure and perhaps not. And you still did have the little kids. So it's not like you were like, okay we finished that now I need a full time career. It sounds like a very organically unfolded for you into a place where you could feel like, okay, now we can start to, you Take on clients and, look at projects outside of the ones like your beautiful house and the things that you're already doing as well.

audioCarleneDuffy21406746759: 13:43

Yeah. And that, I think sometimes I look back at. At those years. And I think why didn't I just commit from the get go, but I know I didn't have time. Like I've always felt I was doing a lot of writing in the media space as well. So I was writing for real estate. com and domain and a whole bunch of others. And I, again, I fell into that. Although writing is my background. I just felt so, I was so busy doing so many different things that I also look back on those years. And I think where I think was it a missed opportunity to not focus in on something, even though I love like the diversity of what I was doing. Like I don't like routine. I love having. Multiple things on the go and having every day be different. I really do love that. But sometimes I look back and think, yeah, I wish I had focused in on something. So it feels really good to, to have that now to have the studio as my core and then everything else around that is a bit of a bonus. That's how I think of it.

audioRhiannonLee11406746759: 14:58

for sure. And was it a big? Leap of faith, if you will, or baptism of fire, because I know working with emerging designers, they're trying to set up backend processes and they have clients and thinking about imposter syndrome and how do we actually go out there and offer full service design when I don't have a portfolio of full service design behind me. I feel like you have the ability to have a portfolio, if you will, people have seen your work, but did you still have reservations in that space around just starting and tomorrow you're offering full service design?

audioCarleneDuffy21406746759: 15:27

Yes. So I did, even though I did have work, I did have a small portfolio. Hiring was mega because the idea of having someone on salary and then knowing you need to sustain work for them is, a big deal. I would say I'm pretty good at being, at pivoting, for whenever we need to. But we've been lucky in that. I feel the saying is, if they best And they will come. So I've got two staff members now. And we've had, a steady flow of work, so I haven't had to worry about that, which is so far, which has been great. But yes, it's huge. It's a mega step, but also for me, because I didn't have a normal pathway to this, I feel like I side doored. So I doored my way into this space. I didn't seek formal qualifications and I didn't ever work for an interior design studio. So I definitely did it the hard way. Our, my staff do all our documentation. I have no interest in the documentation side, but I also would never have time to do it because I feel like I've got to be more of, the puppet master, and I've got to be across accounts and, liaising with the bookkeeper and doing all the branding and the marketing, and I definitely wouldn't be able to do that. Document have time to document now, nor do I have the interest to, and I think that's really been he for, I think it's important for you to know your strengths, but also to know your interest. I did it in a really rounded that way in that. I don't suggest this for people who want to go into this phase. I really suggest you go get formal qualifications and you work for a big design firm, like whether it's an architect or a big interior design practice. Because I would say that's, it's just the best way. Even if you don't, you'll start doing things that you don't really wanna be doing long term, but it's the obvious. Solution it's the obvious way to make sure, you're across everything and I would almost say to some interior design studio don't. Offer the level of documentation that we do we provide concept all the way through to construction documentation. Not every interior design studio does that some people just want to provide. Concepts, but we really. Ride ourselves on being able to deliver the full package, but I would say do get your qualifications or do formal training. I should say even if you don't want to ultimately at the end of the day. offer everything. I would say it's just good to know in the beginning. But yes, so I feel like we, I make all the selections. So I make, so I'm still very much in the weeds of our projects. In that, yes, I make all the finishes, selections lighting colors, carpet, that still all comes down to me and there'll come a point where I won't be able to I making all those little itty bitty selections, but that's, that is where I, in the design aspect, am able to really pull my weight, because I do have a strong vision. I always know what I want and that's key is having, having someone in there making confident decisions.

audioRhiannonLee11406746759: 19:13

Yeah, hard agree. And I love that you said that just hone in and understand what you don't love about because design is so huge. As I said, it's very nuanced. There's so many different avenues and I see so many people starting out and putting everything that an interior designer could possibly offer onto the website. But what Lights you up because I'm exactly the same. I will write straight away. This is not an architectural structural service. I'm not giving you advice on this. I don't want to do the drawings. I don't want to do certain parts of the documentation because I'm all about this part. And I love, as you said, I like making the selections. I like doing all of the interior stuff, but I do not like the. Drawing it all up, doing elevations, doing that stuff, like nothing about that lights me up. And I very early ditched it and did the same. I just went, nope, that's not something that I want to do. And I think it's great advice just to say, really sit down and think, and maybe you don't know what that is until you've done three or four jobs. But if there's something that you start to do, then your choice is easy. You can outsource it or remove it. From the offering, like you just really need to make sure you're not plugged in at your desk to stuff that just doesn't excite you because you'll resent your business really quickly. And

audioCarleneDuffy21406746759: 20:21

you will.

audioRhiannonLee11406746759: 20:22

Doing all of that nonsense.

audioCarleneDuffy21406746759: 20:24

And I've seen a few studios I guess a few business owners do it in a partnership. And I think that's a really good idea because there's actually been a lot of instances where I think, Oh my God, I would just love to have someone in this with me. And you've probably seen that too. Lots of people go into partnership together. I think that's. Rather than doing it the way I've done it, but having staff that can deliver on your shortcomings, I think, is really important. Really important. I, like I said we want to be able as a studio to offer to work with architects and offer the full service. But that doesn't necessarily mean that you as the director. Needs to be doing it all. And to be honest, it's not feasible. There's not enough hours in a day for you to be doing it all. So I would say I would, I still pay myself a pretty pathetic salary in order to be able to have strong people in my team. And obviously, we're at. We're scaling up and slowly, but we're building the business and there'll come a point where, yes, I'm able to pay myself a better salary, but I've right now that it's important to me that I just have really strong people around me.

audioRhiannonLee11406746759: 21:45

Yeah. And I love that. And just as I say, with the partnerships, just knowing that they can lean on each other's skills and even just not being in a studio on your own all day, every day. Like I think about that. Yes. There are challenges when business goes sour or things can happen, but that. And you could do that for yourself. As I said, you can end up resenting it. You can do things just on your own that are just as risky to the bottom line and the business in general as it is with having that sounding board, someone to bounce off. I'm with you. I think I look back and think, Oh, it would have been quite good. And maybe then I could have leaned on their skills in the Documentation part of deliverables in my business. And then I wouldn't exclude certain things. We could actually expand on what we offer instead of just like sticking my lane with what I want to offer. So I think that's a really good consideration as you starting a business. It's not always a negative thing to have somebody else as well, because they're going to bring so much and probably more than they take. I would imagine.

audioCarleneDuffy21406746759: 22:40

and just emotional support too.

22:42

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audioRhiannonLee11406746759: 23:21

Mentioned your time on the block and you know, how that organically sort of kick started. And that is a way that the, the block has benefited your career, is there anything about appearing on TV and TV in the design space in general that's hindered the process for you?

audioCarleneDuffy21406746759: 23:36

I will always, it doesn't matter how long I do this, I will always be a block contestant in terms of the media's eye. It doesn't matter what I do from then. And I'm sort of okay with that because it did provide me this platform on which I was able to launch. A business. So I will always be grateful for that. But yes, it's just in terms of, even in promoting the book and 9 years having passed, it's still the blocks, Carleen Duffield, the blocks, Michael and Carleen. And actually one of my staff member asked me recently, she said, does that annoy you that. You've done so much since then, but you're just always going to be Tarlene from the block. And I was just I don't know if it does, because I think it's just so nuanced. Like I will always, that is what it is. And the block is such This mega sort of juggernaut, this mega sort of influence in terms of like mass media, and it's got such a wide audience that it's hard to leave that part out of it. And I will always, TV's never been the thing I've been most proud of. Like I've always, I always get way more excited when I see our work in print. I will always hang my hat on my creative output. That's just always how it will be. And, but I cannot deny the platform that it was for me.

audioRhiannonLee11406746759: 25:23

It's like swings and roundabouts, isn't it? In order to have, you have to take the light and the shade so that if you, and I think it's really good because you rise. Something that it's probably, you're not going to be able to distance yourself from that's just the vernacular. The Australian people are just going to be like, we remember they, they never forget anything. So might as well just own it, lean into it and think, okay how do I use it to elevate and show off what Cedar and suede can do and how can I use it with my book launch and how can I use it this way and look at it. from the positive side, because overall, like the way that yourself and Michael were portrayed was really good. It wasn't as though there's any bad blood there. There's, there's nothing but benefits.

audioCarleneDuffy21406746759: 26:02

we did good. Work at the time, like I had the I didn't know what I didn't know back then, which was worked in my favor, in terms of making decisions. But I look back at what we did and I think, oh, we made really strong decisions and design choices without having, with having very little experience. So I'm not, I did sage colored wardrobes in my very first room and that was in. When were we on? 2014. So I don't look back and there's definitely things I would do differently, but at the time I think we did pretty good work and I am never trying to distance myself from it. I actually think if anything it's more about, I guess because the interior design industry can be a little bit closed and a little bit, dare I say it. elite. And if anything, I would like to be able to bridge that gap a little bit.

audioRhiannonLee11406746759: 27:08

Why do you think that is? Do you have

audioCarleneDuffy21406746759: 27:09

I guess because it's always been a luxury service. Many interior designers. Loathe the block and the, and I guess it can be accused of being a bit over commercialized and repetitive, but you have to remember that they are not interior designers. They're contestants and some of them who have never designed anything before. So I also think the industry needs to give credit to the block for. I guess highlighting design and renovation and we now know you and I know like what people expect of their homes is so different and so much more than what's been expected in times. Gone by many more people are now seeking out interior designers that where it used to be very much a luxury service. It still is a luxury service, but I would say the gap is closing a little bit. It's very, very time consuming and that's where the cost is for a client or a consumer in paying an interior design service. Yeah, but I feel like there's just a little bit of a change happening where it's not solely, there's still interior designers who only operate in a they only operate in a really high end capacity, but then there's ones that don't. So there's a little bit of a, um, maybe the gap's closing slightly.

audioRhiannonLee11406746759: 28:55

I think you're right in terms of the block showcasing what a well designed house, how it can make you feel and how what are the benefits because it's one of the only places where you will see a house designed from the front doormat all the way to the back landscaping and actually see what that looks like unless you have gone down the avenue of working with the designer during the build process yourself. And for so many people at home. They haven't done that yet, or they wouldn't have considered that. I, and also with the, people thinking it's repetitive or how are they going to pay for the houses if they can't talk about the products that are on there? There's, a lot of backend stuff, obviously. And I think just with the light and shade you spoke about before, you've just got to take that in order to get the result that you want to also binge. You want to be there on reveal night. Throughout the week you're going to have to see advertisements of major sponsors in order to get that reveal. So I think people, eventually they know one feeds the other and you have to take it on board and just enjoy the overall process.

audioCarleneDuffy21406746759: 29:53

and I also think, no, what you're watching the blocks are not really a design show. It's a renovation show. You don't see the back end of, I don't think it shows you much insight into interior design at scale. All and nor is it aspiring to, there's conversations we have in the studio when we're designing a very involved and complex. And sometimes I think, Oh my God, imagine if someone was recording this that there's none of that insight on the block. So it's really not an interior design show. It's truly a renovating show. Yeah.

audioRhiannonLee11406746759: 30:27

Yeah, and I have long thought that they should that one idea that they could roll with is because they have obviously professional builders on site and they have professional people on site to advise the contestants that they should have an in house interior designer and really start to look at interior design so that you can see the differences and then if you, if they did have that, people would start to realize, oh, they are just contestants. This is just renovating and this is the professional that comes in that's local that actually. Talks at that technical level and talks to the contractors and talks in a way that's Oh, all yep. They weren't doing that. This is quite a different, and maybe that would pacify those interior designers who don't like the blog. Cause they'd start to see a difference, but I'm with you. I think it's actually from a volume strategy. I do have calls with clients. All the time that will reference one or two things, especially at the time, whenever it's on the TV, I find it more likely someone says I saw this tile. I'm interested in it, but that is good because I want people to have language to articulate their style outcomes. And I want people to start to learn a little bit about what they are looking for so that I can deliver a better experience from my end as well.

audioCarleneDuffy21406746759: 31:35

Yeah

audioRhiannonLee11406746759: 31:35

in terms of Cedar and suede, do you think there's anything that you've done differently that's paid off like big risks or approaches to projects that you might do differently to others?

audioCarleneDuffy21406746759: 31:45

I think we're very good at using color in a way that it gives the client design longevity. That's really important to us. Not that we're using. Colors that are of the moment, but in a way that. The homeowner won't tire of them and in a way that they are unique and yes, we'll stand the test of time. We're also, we pride ourselves on being able to come up with a concept that is true to the origins of the home, its era, its location, and who lives there. We don't have a cut and paste approach. We treat every. Home we design very uniquely. And some of that's a little bit instinctual. I feel like I can read people quite well in terms of. The sort of people they are and the sort of home they want to live with. I like to think the homes reflect our clients personalities. So I feel like we're also yet good at not being repetitive. We are mindful of the fact that we don't want to, we want to stay inspired ourselves. So we don't want to be. Repeating colors and materials. We want to be offering each homeowner something fresh and inspired for both our sakes. And I think that's what we do really well.

audioRhiannonLee11406746759: 33:24

Yeah, I would agree. And I also see lots of people sending me when they're thinking about communicating their brief, for example, I often see Cedar and Spade stuff that's been pinned that they've, they're trying to articulate a particular use of color and a particular feeling in a room. So well done that comes through loud and clear

audioCarleneDuffy21406746759: 33:43

Oh, good.

audioRhiannonLee11406746759: 33:43

get lots of people being like, what? This, but not green or not blue, but like this. And that says values because that speaks to creating a feeling rather than a trend or a particular, yep, we did green and greens done. And that's how everyone has to do green. They're really actually just saying, look at the saturation of color and the hue and the way that this room hits with the lighting, and I really like it. And I think that will stand the test of time for sure. In terms of staying inspired and pushing yourself pushing your boundaries in your work. Is there any specific sources or practices that fuels your creativity? Like where are you getting that from?

audioCarleneDuffy21406746759: 34:21

I, you would think I would spend more time on Pinterest, but I don't, and I I, we use Pinterest in a way that I guess we, when we're looking at doing something specific, like a specific detail, then we'll use a Pinterest image to be able to communicate that to the client in concept stage. Um, I would say I look at a very wide range. I follow a wide range of designers on Instagram. I love what the English do, which is lots of color and pattern clashing, lots of detail and ornate classical detail. In a very more and more sort of way, and I take inspiration from that and would never be able to apply it to most of the homes we do. And I think that's the difference between. Maybe not just Australia, but also Queensland specifically. But I still get inspiration from that. And it's the same way that I would get inspiration from an American farmhouse, but not be able to Apply it specifically. So I do draw on very specific details from a very wide range of design aesthetics. I think Australian designers, I think we've got some of the most exciting interior design studios in the world. I love like YSG and Flap Studio, Aaron Pike. They're always studios whose work I look at for inspiration. Even though I feel like they're operating at a higher end, I still think, again, you can pull inspiration from anywhere. I would really like to dedicate more time to books, because I feel like I don't spend enough time Because my head in a design book I see a lot of, we see so much imagery like Instagram, especially, but I think it'd be nice to just really get my head in a book

audioRhiannonLee11406746759: 36:32

Yep. I agree.

audioCarleneDuffy21406746759: 36:33

And really dissect the detail and the why and the how and read the words on the page. Yeah.

audioRhiannonLee11406746759: 36:43

I don't really do a whole bunch of new year's resolutions, but this year I wanted to look into that self care piece, running a business with a family. And I thought, I It's not always possible with a one year old to get out to yoga and get over here and run away. And I was like, but it is possible to open one of the 75 design books. I've invested all this money into that. I absolutely love. And for me, that is an absolute form of self care. Nobody can be me and I can put on some music and I can light a candle, do whatever you want, but actually reading them because I find. Yeah, they are so inspiring. I get so energized after I just read one. And then I think, Oh, I wish I did this more often. Cause it is something that, yeah, it tends to pass you by. And they're styled so beautifully in the studio, but if you never pick them up, like all the magic is actually on the inside.

audioCarleneDuffy21406746759: 37:27

There's also a podcast I've been listening to called Oh God. House of, now I need to think about it. House of home or design. It's like business of home. And it's a really, it's an American podcaster, but he interviews all different interior design studios, mostly American and English as well as suppliers. It's a really interesting insight into, Mainly the American and English interior design industry, but I find it really interesting. So it's not a bad one for, he asked them, questions like, like, how do they price and all the, what are the challenges of working with clients? What are they, what are their concerns around the current, economic climate. Yeah, it's a good resource for some back end information.

audioRhiannonLee11406746759: 38:31

Podcasts are life. I'm always plugged in doing that upskilling and cleaning and doing other things.

audioCarleneDuffy21406746759: 38:36

me too.

audioRhiannonLee11406746759: 38:37

have you ever, do you work with international clients? Have you ever looked into the space of working with some of those maximalist, you know, British clients or going over to the U. S. and working in that space?

audioCarleneDuffy21406746759: 38:49

Know and think. It's just so saturated that I don't think that's where we would do our best work. I feel like there's some really strong interior designers who are really good at what they do. They've got a really strong aesthetic. That is what they do over there. I feel like we are quite good at understanding what Australians need. We understand our climate and just the way Australians live. And I feel like that's a whole other world. I'm not ready to navigate.

audioRhiannonLee11406746759: 39:26

And if it's not needed, you don't need to be doing these things. It's just interesting. Some do and some don't and why. And I think you're right though, in terms of, and one of the things that I was doing with the podcast and launching the podcast is wanting to speak to prominent Australian designers, because I think those podcasts and those stories are there with the U S and the backend of the U S businesses and how was their journey getting there. And that's great. And I absolutely have. Inhaled all of those podcasts, but I really would like for emerging designers to be able to hear stories as well with people that have done it here in this climate and in this industry and with this exact same challenges so that it's a little bit more relative. So congratulations on the release of your book, This Old Van. I'm yet to get a copy. I am going to go out and get one because for obvious reasons I am super interested in it and I just haven't been out and I will use it as one of my self care dates soon to dive in and have a look. But I wondered if you could share a bit about the process of pitching that to a publication, to A publisher and writing and designing, like I know so much goes into, I want this over here and just the look and feel and pagination. What was all of that like?

audioCarleneDuffy21406746759: 40:34

It was very time consuming. So the pitching to publish this part was in the hands of my agent. And I think there were three publishers who passed on it before Hardy Grant picked it up. And. It was always going to be a hard sell because it's so niche. Some of those publishers had said very interested in an interior's book. Do you want to write one of those? And I do, but not yet. I want to have more designs under my belt before I go down that path. But I just knew. That the van, the how to renovate a vintage caravan book needed to happen. And Hardy Grant, because they've got Hardy Grant Explore, they already had their heads around. What, this would be it needed, we pitched it as a very good looking how to book. So it was important to us that it not be so informational that it was dry, that all that information needed to be in there, but it needed to have the pretty pictures to support it. And it's that, and we're really proud of that. But yes, the writing process is. In some ways, because it was, it is so informational, it's a blessing and a curse. It has to be so technical. So there's, and we have to be able to, communicate in a way that it's easy for renovators to understand it. And some of that meant diagrams to support what we were saying. It was very complex. And very time conceiving and very rewarding. It's just so nice to have it out there. Some people said to me, but don't you just don't you just have a ghostwriter for this stuff? And I'm like, no, like even if. That was on offer. It wouldn't have benefited us because how do they communicate all the intricacies of building and renovating and design like that has to come from us.

audioRhiannonLee11406746759: 42:47

And you've done it, you'd have to tell them anyway to tell the reader and you can write,

audioCarleneDuffy21406746759: 42:51

yeah, exactly. It would be totally redundant. But Michael, especially. His part was very technical and he was poor bugger was renovating, like doing the build of Goldie, our latest fan and having to meet the publishing deadlines. Is that last year? Yeah, it would have been last year. It was a big year. Yeah, it was full on. But yes, it's, we were really excited when Hardy Grant picked it up. And they, I, the pitch part. Had to be reworded in a way that it was applicable to an international market. They really wanted it to be able to be sold in America, England, New Zealand, as well as Australia.

audioRhiannonLee11406746759: 43:39

They're selling the van lifestyle. So the camper vanning around Australia, selling that lifestyle and come over and check it out and go down the East Coast. Yeah.

audioCarleneDuffy21406746759: 43:47

So we had to talk about, we had to do a lot of currency conversions measurement conversions. We had to, we spoke a little bit about airstreams because Americans. Vans are nothing like ours. The Viscounts and the Millards are much smaller comparatively to the big Airstreams, America does everything big. So tenfold, they've got big trucks, which they tow their big vans. I spoke to a couple of Airstream experts so that we could touch on that. So there was three What I call case studies, which one was the airstream, one was a combi van and one was a van interior that was more like black and white monochromatic because that's not what our vans are like we my whole thing is color. But there was a few, yeah, what I call case studies mixed in with. Our own vans and picking them apart and talking about the process in relation to our vans. So it was a big year and I didn't really, I wasn't prepared for how much time would be involved in the editing process because obviously, our publisher is down South and we're here. So everything was done. So there was a lot of. meetings with the editor. Which is more about like layout and wording. And then once that deadline had passed, then we moved along and there was lots of meetings with the publisher about who was then liaising with the book designer who was, I want this image here. I want this specific border. This photo looks a bit dull. It was very specific. And I guess. Because I come from a design background, I was probably a bit more specific and invested other people would, but I just knew what I wanted. And I guess I know what I like aesthetically. I know what I want to look at and I know what I, how I want the book to read. So it was a big year. We've had really good feedback, which makes us so happy. Of course, if you're going to invest that much time into something.

audioRhiannonLee11406746759: 46:10

And when your name's on it, the details matter. And it sounds like the perfect, like I'm already thinking about it going. Yep, that could sit on my coffee table and my husband would be. Thrilled because there's practicalities in there that appease his mind of things need to have a reason, they can't just be aesthetic. And then on the flip side, it would absolutely delight me because I can sit and just look at all the pictures and think about, the next, we're not doing another one, but the next caravan renovation.

audioCarleneDuffy21406746759: 46:35

Yeah, and I actually, it was important to me too there that I speak about my design process in a way that it could be applied to any interior like it doesn't, that's not specific to caravans, so there is a lot of information in there that's useful to just. Interior enthusiasts in general as well.

audioRhiannonLee11406746759: 46:55

Fantastic. So a lot of people within my community are running interior design businesses, whilst also raising kids, myself included. Have you found anything particularly helpful in balancing that design life and mum life or got any perspective on that for us?

audioCarleneDuffy21406746759: 47:11

I could not do the sort of work we're doing without my staff. So as I said before, you can hire fairly early on, even if it means you're not making, taking much of a salary yourself, I would say it's worthwhile just in terms of. Being able to build and grow and not go crazy with how much is involved. But I would say, yeah, knowing what your strengths are, mine are not bookkeeping or accounting or documentation. I am strong at client liaising and I make, as I said, I make all the selections myself and I know what I want in terms of branding. So delegating is. And that's really key. Or you got, you will go cuckoo. Like you just can't do it all. I would say if you're starting off and you are wanting to build a portfolio and lots of people already know and do this. Do some jobs for family and friends just to get some, yeah, jobs, some projects under your belt. And maybe that means doing it at a lesser rate because you're green. But to be honest, I still do a lot of jobs for people I know, friends, acquaintances, clients. Yeah. Like past clients and their family members, and you can't go on offering family and friends, right? Because if you've got staff, that's just not an option. If a family member or friend wants to engage you, then they need to pay full rates because you've got a business to sustain.

audioRhiannonLee11406746759: 49:02

And all they're really doing is. The major differences between a, like a client you don't know, and a client that you do the proper, the diary can only fit one client and it's whoever's willing to pay the fee, basically you can't look at it any other way because the kids are involved, like every minute that you're in your design business, you're not with your children, which is fine. That's the choice that we make and it engages you in so many other ways. But I always look at it like. That's the cost to get me away from my kids doing the thing that I love with a client. And it can't just be like a school mom or a friend, like for no money.

audioCarleneDuffy21406746759: 49:34

yeah. And I would also say on the days you're working, make sure your kids are occupied outside the home, whether that's childcare, because I have my studio, like it was purpose built in the house. I absolutely love working from home but there are definitely times still, like my kids are often dropped home from school, but as soon as I've just got that noise in the background, it's distracting. So I just make sure yes, that have your committed work days. And even if your office is at your house, make sure your kids are not really the only way to actually focus. But yes, delegating is key because if you don't, it's inevitable that the hours that you. Wanting to invest in your kids, you're going to be preoccupied because you're going to be overwhelmed and stressed. So I'd say delegating is key.

audioRhiannonLee11406746759: 50:29

I think that's a great outlook. I think it's really important. I do the same. My studio is here offsite in at the house in the backyard, but I do definitely agree. I am a better mother and a better interior designer and better at everything when those days are allocated so that when I'm working. When I'm with the kids, I can be present with the kids. Otherwise, all you do is Be all mediocre. You're working with them and you're with them when you should be at work. And you can't actually do anything in a successful way if you haven't scheduled those into separate days. So that's perfect advice.

audioCarleneDuffy21406746759: 51:01

And it's likely that, if you're in that field, like you're in that moment of overwhelmed, you won't even know it. Like I feel like I spent years completely overwhelmed with workload and managing, balancing family life. And I didn't even know, like I didn't know that I was stressed, so it's Yeah. Take, I would try and remove yourself to be able to take a good look at your situation.

audioRhiannonLee11406746759: 51:31

Yeah. I think that's so important and a great observation because the media and everything tells us, we can have it all and that's very normal. And everybody's feeling like that. That doesn't mean it has to be normal just because. So many women report being burned out and overwhelmed and, frazzled beyond your eyelash, you just can't get on with anything. It's I don't really think that should be a way of life though. And I

audioCarleneDuffy21406746759: 51:54

I'm not interested, I'm not interested in

audioRhiannonLee11406746759: 51:55

know, and there's so many other ways that you can do things without having to feel, That you are not capable or able because of the mother load, if you will, that is placed on you. So I think, yeah, almost looking at your life and work balance in the same way you look at just your business and how can those backend processes work better and how can you almost need to systemize your life with the kids to be able to be like, Oh, okay. That could be outsourced. Grandparents can go to pick up twice a week. This could happen because I think we just think everything has to sit in your to do basket when in fact there, there isn't always a village but there is generally a team of sorts, there is someone that you can ask and we just don't ask for enough help I think. So looking at Objectively in on that before it's too late, because as you say, you can be living it for three, four, five years and then go, how was I operating as a human at that phase in that season of life with the kids? I look back and I have no idea how it just happened, but I don't remember it.

audioCarleneDuffy21406746759: 53:00

But you are still in the thick of it. Mine are 14 and 12, so they're more independent. But I'm still Yeah. I'm still very conscious of the fact that I, if I'm working, I just don't want them hanging around at home on screens all day. Like I want them out and about. So I'm still feel like I'm constantly planning, planning for them, even though they're older and more independent.

audioRhiannonLee11406746759: 53:25

I think that's a good point because you're left to their own devices, literally to their devices. You would just feel like however many hours you want to work, they will be spaced out and unless they've got an activity. Is there anything that you're specifically looking forward to for Cedar and Suede for this year?

audioCarleneDuffy21406746759: 53:41

we've got some really exciting projects on the I'm very excited to see them come to life and I love that feeling of having our work photographed because it feels like the. I don't know if it's like the climax, because you get to see what you've been working towards for so long. And these projects are obviously years in the making, like between the design and then the construction. So yes, we've got, Multiple on the go that I'm excited to see come to fruition this year.

audioRhiannonLee11406746759: 54:20

I always think it's so lovely as well. It's a moment that makes you feel like, ah, now you all get what's been in my head for two, because of that, we try our best to articulate and obviously the documentation and all the other things, but you have probably seen it since its inception. You've been walking the rooms, looking at the doorways, the shapes and the colors and exactly how it's going to be. But finally, there's that penny drop moment where everyone else goes. I didn't realize that when you did this, it was going to do that. And you get to finally have that language there for everybody to experience, which is such a moment, isn't it? It's exciting.

audioCarleneDuffy21406746759: 54:54

Yeah. It's really cool. And we are also, I'm working on a fabric line at the moment as well, which is, I guess, I aim to fill in some holes. We spend a lot of time looking for fabric and I've always got a vague idea in my head of what I want and sometimes have a lot of trouble finding it. That is in the works as well, which is super cool. Very exciting. I like the idea that, I might be able to produce something that I will then ultimately see on a piece of furniture or in form of curtaining or, a Roman blind. So that will be exciting to see come to

audioRhiannonLee11406746759: 55:30

They're pretty exciting. So like a performance fabric, like an upholstery type of

audioCarleneDuffy21406746759: 55:35

It will be, we're in the process of creating the print, so it will be able to be basically printed on multiple types of fabric, so yeah, curtains, upholstery, cushions, whatever you want.

audioRhiannonLee11406746759: 55:51

anything you need to get in there and have meetings with those big caravan houses, like no more.

audioCarleneDuffy21406746759: 55:56

Yeah, I should actually,

audioRhiannonLee11406746759: 55:59

Yeah, there's a really organic link here and I think we need to sit down and chat because people are very sick of what you're pumping out the same three colors and the same patterns. Amazing. And now how can my audience connect with you if they want to come and check out what you do? Where can we find you?

audioCarleneDuffy21406746759: 56:14

So we are at the studios at Cedar and Suede or cedarandsuede. com. au. So that's the studio. And then Michael and Carleen is our Instagram handle, but it's a bit more lifestyle y. That's more about us and less about design. So definitely for design focus, have a look at, have a look at the the website or our Instagram handle.

audioRhiannonLee11406746759: 56:41

Perfect. Thank you. I've go down quite the rabbit hole on your Instagram handles as well. We're Cedar and Spade and looking at all the beautiful finished jobs.

audioCarleneDuffy21406746759: 56:49

Thank you.

audioRhiannonLee11406746759: 56:50

and a very surreal moment for me and full circle. I feel like I've come seeing you choose a little caravan to talking all things caravan and design. So it's been thrilling. Thank

audioCarleneDuffy21406746759: 57:00

Thanks for having me. See ya. Bye.

57:02

That was so great, right? I loved revisiting that some news from the studio. As you know, I'm restructuring all of the framework. I am splitting it into multiple courses, but I've also been learning how to build support bots in AI. So basically, a support friend that has all my IP 20 years experience. I build the processes in the back end and then Okay. is able to support you through the course. So the course that I've written, you now are going to have somebody, some bot, something that you can talk to in real time that gives you the answers that I would have given because I'll be teaching it all about me and my specific methodology and specific processes. And so then it's going to be a chat GPT conversation that you're able to have that will teach you how to implement those processes into your business. I'm very, very excited about it. It's going to be something that accompanies the relaunch of the framework. So if you would like to join the waitlist, because there will be a big offer for that first beta round of the new look, you can join the waitlist by heading to the show notes now. If you have any ideas of something that you would, you wish you could pocket, you know, if I were a potion or if you could take something out of my brain and have it talk to you and talk you through doing it, if there's anything like that, come and tell me in the DMs over at oleander underscore and underscore Fitch because I am going to be building out lots of these little support guys in the AI world, so that everybody who's in the Oleander and Finch world can just ask questions of these little things that I am making. Sounds a bit scary, but having looked at the back end of it, I'm like, it totally makes sense. I've already written the course. So we feed the course to the robot and the robot supports you to do the course. Simples, right? Probably get sued by meerkats now. I was being a bit silly there. I'm looking forward to chatting to you next week. Next week's solo episode from me is about when breaking the rules works in your favor because I'm not much of a rule follower, even though I probably will seem like I am. Um, every single thing that I'm instructed to do, I must do the opposite. So it's gotten me, it's, you know, Served me well thus far, but I wanted to pull out three specific examples where not doing what everyone else is doing has really elevated my business. Chat to you then. Bye for now. That wraps up another episode of Designing Success from Study to Studio. Thanks for lending me your ears. Remember, progress over perfection is the key. If you found value in today's episode, go ahead and hit subscribe or share it with a friend. Your feedback means so much to me and it helps me improve, but it also helps this podcast reach more emerging and evolving designers. For your daily dose of design business tips and to get a closer look at what goes on behind the scenes, follow at oleander underscore and underscore finch on Instagram. You'll find tons of resources available at www. oleanderandfinch. com to support you on your journey. Remember, this is your path, your vision, your future, and your business. Now let's get out there and start designing your success. Today's podcast partner was Purefloor. Purefloor is a 100 percent natural plant based formula cleaning product. It uses multi enzymes that continue to work up to 72 hours after you clean, it's a soap and chlorine free stain remover and odor remover. I can absolutely attest to this because my father in law rang me in a blind panic last week after he'd spilt hot, dirty, chocolate, milk, all through his beautiful rug. I whipped over there with my Purefloor, we treated the rug and I can tell you there are no milk smells and no remaining stains. So thank you Purefloor for sponsoring Designing Success.