The Alimond Show
Welcome to The Alimond Show --join us as we share our entrepreneurial guests' stories, uncover their secrets to success, and explore the unique paths they've taken to build thriving businesses in our community.
In each episode, our host, Aliyah Dastour, sits down with a diverse group of local business owners, from the corner cafe to the boutique shop, from tech startups to family-run enterprises. We peel back the curtain to reveal the trials, triumphs, and transformational moments that have shaped their entrepreneurial journey.
Discover the passion, perseverance, and innovative thinking that fuels these businesses, as well as the challenges they've overcome along the way. Whether you're a budding entrepreneur seeking inspiration or simply a curious listener interested in the stories behind your favorite local spots, The Alimond Show has something for everyone.
Our guests share their experiences, insights, and valuable advice that can empower you to turn your own dreams into reality. We discuss topics like marketing strategies, customer relationships, community engagement, and much more, offering practical takeaways you can apply to your own business or career.
Join us every week as we celebrate the unsung heroes of our local business community and explore the vibrant tapestry of entrepreneurship in our area. Tune in to The Alimond Show and get ready to be inspired, informed, and motivated to support and nurture the businesses that make our community thrive.
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The Alimond Show
Iram Ahmad - From Dental Hygienist to Leading Interior Design: Navigating Career Changes, COVID-19 Challenges, and Creating Personalized Spaces
Can you imagine pivoting from a stable career as a dental hygienist to founding a successful interior design firm? Our guest, Iram Ahmad, did just that. Iram's inspiring journey from dental hygienist to the passionate founder of Raja Interiors LLC is nothing short of remarkable. She shares her lifelong love for design, her bold career transition seven years ago, and the critical role continuous learning plays in her field. Iram also discusses her approach to understanding clients' lifestyles and needs to create unique, personalized spaces, and how social media has been a game-changer for her business. Learn about her excitement for whole home projects, particularly for busy professionals and multicultural families in Northern Virginia.
The COVID-19 pandemic reshaped how we think about our living spaces, and Iram sheds light on this transformation. With people spending more time at home, comfort and aesthetics have become paramount. Custom furniture and bespoke designs are now in high demand, reflecting a desire for spaces that cater to individual needs. Iram talks about the challenges the industry faced during the pandemic, such as material delays, and how it adapted. She also highlights the importance of staying current with trends through events like the High Point Market and continuous education, ensuring that her designs remain fresh and relevant.
Balancing work and personal life is a topic close to Iram's heart, especially for entrepreneurs and busy professionals. She opens up about her initial struggles with overworking and the eventual realization of the need for balance. Iram underscores the joys of social events, hiking, and cultural activities as vital to maintaining mental and physical health. The conversation also explores how a well-designed home can significantly impact mental well-being, providing a sanctuary for relaxation and creativity. Join us for an episode filled with insights, heartfelt stories, and valuable advice on creating beautiful, personalized spaces and achieving a harmonious work-life balance.
My name is Aram Ahmed and I am an interior designer. My company is Raja Interiors LLC and I provide interior design services to the busy professionals in our area, as well as the surrounding areas, maryland, new Jersey and the East Coast as well.
Speaker 2:Okay, amazing. I would love to know a backstory about yourself. Tell me how you got started in your industry and how it led you here.
Speaker 1:Well, design has been in my DNA since I was a little girl. It's always been there. I've been able to use it throughout my life, in my own home, in my parents' home, in my friends' home, but it was not a profession until about seven years ago. Oh wow. So before that, I was in the dentistry profession. I was a dental hygienist for years and I loved it because I was able to make a difference in someone's life, in someone's everyday, in someone's health.
Speaker 1:But design was a passion of mine. It was always there and I always practiced it as I was growing up and everyone always told me you know, this should be your profession, this is you that you should do something. So finally, you know I feel like the time is right, when it's right. Yes, so about seven years ago it was the time that's right. So that's when I took the leap and I went forward with getting more training added to what I already knew, and I'm still learning. It's a nonstop process. Every day it's a learning process. I got certified in various areas of my industry and here I am and I absolutely love what I'm doing. Yeah, I absolutely love it. No, I love that, and I also feel like, although this is not the health profession anymore. I am still making a difference in people's lives on a day to day basis, absolutely.
Speaker 2:And their everyday living right in their personal space and everything, and making sure that they feel comfortable in their home Right. Tell me a little bit about your style when it comes to design. Are there any particular styles that, like this is my signature look. This is my specialty. Talk to me about that.
Speaker 1:My specialty is basically serving my clients in the way that they want to live. So I work with different design styles. First I like to get to know my client very well, to see how they live, what they do, what their family structure is like, and then I cater that to what their cater, my design to what their taste is. So basically I can work through different design styles depending on what my client needs are. Yeah.
Speaker 2:Yeah, I love it. And for social media how are you getting it out there that you are a designer and that you can do these certain projects what you're capable of? How are you putting that out and that you can do these certain projects what you're capable of? How are you putting that out there so people can?
Speaker 1:uh, well, I have a website iraja interiors. Uh, vacom. I'm also on instagram as well as facebook, so you can find me on all those forms. Um, yeah, and my phone number is on there, so I'm easy to reach, and I have photos up there as well that show a lot of my work.
Speaker 2:Perfect. Do you think it's important for business owners to be avid social media users for their business, or do you think it can vary between businesses?
Speaker 1:I think in this day and age, social media is everything. I mean every one of us. We carry a phone around in our hand and we're always looking at Facebook, instagram or what have you, even if it's for a few minutes a day, but I feel like that's where I find most of the people that I'm looking for to serve me in different ways. So, yes, it's very important to have that social media presence and be out there.
Speaker 2:Yes, absolutely. I totally agree with you on that. What have been some of your favorite projects that you have been able to work on when it comes to designing a home?
Speaker 1:My favorite projects are usually whole home projects where the client is excited about the project. Yes, when they've been waiting, they've been watching HDTV for years, they've been saving money or they just like. They know they want to do something to their home, but they're not sure what or where to start. So when I see the spark in the client that they're excited about this, that is what drives me to take that client on and make their dreams come true. Basically, oh absolutely.
Speaker 2:I love that. What type of clients do you mostly have and work with? Is there a particular audience?
Speaker 1:Yes, so we're in Northern Virginia, right, audience. Yeah, so we're in Northern Virginia, right, northern Virginia, I think. Statistically, 98% of the couples, they both work the husband and the wife or they have kids. They're multicultural families. This is a very diverse area. So a lot of my clients have, you know, in-laws or grandparents in the house. Then you have the actual homeowners and then the children. So, and they're both working, very busy professionals. They have beautiful homes they have purchased.
Speaker 1:You know, northern Virginia is, I think, on top with the real estate market right now. So you know, people are buying these beautiful, gorgeous multimillion dollar homes but they don't have the time to furnish it, they don't have the time to set it up or remodel it or make it look beautiful, where they can actually enjoy the space. So that's where I find most of my clients are and I love serving them because I feel like I do make a difference in their life because they they're out there serving the world. So when they come home and they have a beautiful, functional space, that's also also, you know, luxurious, um it just I. You know I get texts and messages from them after I'm done saying you know, we're enjoying this space. So much, thank you and um, you know it. Just it just makes like I'm, makes it feel like I'm making a difference in someone's life.
Speaker 1:And also I do find myself working with a lot of multicultural clients and I feel like I come from a South Asian background and I've been in the States since I was 11 years old and I grew up in a very diverse area in New Jersey. I'm from New Jersey, that's where I grew up in a very, very diverse area from different people, from different cultures Italians, Turkish, middle Eastern and you name it. We grew up around that group of people and it allows me to understand the dynamics of a multicultural home, what it requires, as well as living in the United States, being born here but still having the multicultural background. These clients are looking for something special and I feel like I can bring that to them and I have been able to do that. So that makes me feel really good about what I do and it should.
Speaker 2:That is amazing. I love that you found like this career. That fills your heart with joy, because you're able to accomplish the creative ideas, together with your client, to bring their dream home to life right, absolutely. That's amazing, and what do you think makes you different from the rest of other designers in the area, like from your work?
Speaker 1:like from from your work. Exactly what I just said, um, is having the multicultural background, um, but having grown up in the united states gives me the best of both worlds, where it allows me to understand my clients. So I feel like that sets me apart from a lot of the other designers who are great at what they do. But I feel like I pick up that certain need that the client has, that they're unable to express it in some words to someone else maybe, but I get it.
Speaker 2:Yeah, no, that's good. I love that we have here in Virginia so many different cultures so many different options when it comes to people you can work with, absolutely, because it's so diverse, right? Not one person is going to see the vision how you see it, so that's why it's good to do your research and see who is the best fit for you. Where do you see yourself in your business in the next five years?
Speaker 1:I continue to see myself in the northern Virginia area as well as expanding throughout the United States. I do have clients that are in other states that I have been able to successfully work with, so I see myself growing more. I have a great team right now and it's growing as well, so we will see where that goes.
Speaker 2:Okay, and speaking of teams, how many people do you have on your team right now? I have about four people Okay very nice and, I guess, for the future, when you expand, what type of person would you be looking for to work with you, like what is the ideal candidate?
Speaker 1:And to me, I feel like I can train the person the honesty and just having friendly work ethics, being able to connect with the clients and just I need my team to feel like we're family. Yes, that we get along. We're family, no drama.
Speaker 2:And is that something you know? I think we can grow with that. Yes, and as a business owner, why do you think that's important for you to have these qualities?
Speaker 1:Because that's my main thing is honesty and being through and through with the client and serving, doing the best, giving the best possible service I can give, no matter what. That is my policy and I need that for my team to have that, because this is my belief and I need them to believe the same?
Speaker 2:Yes as well. Yeah, no, totally. And have you noticed any trends going on lately that people have been coming to you and requesting and you're like, hmm, this is new. Like okay, let's do this.
Speaker 1:Not really Okay. I feel like people. Well, actually, yes, since COVID, I think everything is about comfort. Everybody wants comfort. They want to be able to work from home.
Speaker 2:Yeah.
Speaker 1:But still make things look pretty. And I think a lot of this came through during COVID. When we were home, people were working out of their closets or you know, in the upstairs, in the bedroom or wherever they can find some alone time to do their Zoom calls or what have you, and then just sitting around looking at each other, looking at their old drapery or old kitchen cabinets or flooring, and realizing, wow, you know, I've been wanting to do this for a while, so let's change it. And then they start going on Pinterest and finding different ideas and whatnot. So everybody wanted to kind of go a little bit more modern or transitional from what they had. And so that's where I see, you know, people want a cleaner slate, they want less clutter. Yeah, they want comfort, absolutely, and with the kind of design that I do, I am able to provide that.
Speaker 1:You know, we do a lot of custom furniture, a lot of custom work, the fabrics, so they can request a certain piece, so we offer them. We work with different vendors throughout the United States who offer bespoke design. We offer bespoke design where we can pick a sofa that works for a client and pick the fabric and pick the finishes on the legs and then make the sofa that we feel like this is best for them. Yes, as well as other furniture. So everything is custom and it's according to what the client needs are.
Speaker 2:Okay, very nice, I love that. Now I want to go back to the topic of COVID. How is your business? Are you handling that? Was that a little bit of a challenge?
Speaker 1:Talk to me about that. So, covid, I want to say you know, covid, for some people it was great business from a business point of view and for some it wasn't. And I think for construction industry as well as interior design, it was great because people were home, they weren't going anywhere, they weren't going on vacation and they weren't going to school, they weren't going to work. Everything was home, home, home. So they wanted to make every inch of their home usable and nicer looking, so they can look at it all day.
Speaker 2:Every day since being on lockdown. Yeah.
Speaker 1:And people who had been thinking for years, like to remodel their kitchen or redo their living room or redo their whole house. They had been thinking years and years. But you know, time flies and vacation comes up and you go on vacation and you come back like, okay, we'll do it next year, or the kid is in college or this and that. But COVID kind of just made everybody open their eyes and say, okay, this is my living space, this is a priority, we need to do something. So we were really really busy during COVID.
Speaker 1:That's good it was very good, but at the same time there was the problem with materials.
Speaker 2:Oh, like the demand and supply.
Speaker 1:Yeah, the material delay was ridiculous. You can ask any designer or builder. They will tell you that we had clients waiting for months and months for their furniture to arrive, and it was frustrating for them. It was frustrating for us too, but we were able to get through it and things have changed a lot. Now. Things are so much better.
Speaker 2:Oh good.
Speaker 1:And moving so much faster. Yeah, so yeah, covid was a a big change, but we got through it.
Speaker 2:And here we are right. Oh man, like thinking about those times, I was just like what's going to happen? Is it going to be like this forever? And then things started opening up and you don't have to wear your masks anymore.
Speaker 1:I was just like and it was very challenging. Um, you know, we had to go to a client meeting. You know mask and this and that and keep your distance, and it was tough but we got through it, absolutely yeah.
Speaker 2:And here we are today. Yeah, all right. And then, for your type of services that you provide, have there been anything that maybe you wanted to expand on? As far as, like, doing particular projects, like, are there limitations where you're like, no, we actually don't do that, but we can do this?
Speaker 1:um no, we do whole home projects, we do remodeling of kitchens, baths, and we do our specialty is um floor to ceiling, ceiling furnishings.
Speaker 2:Okay.
Speaker 1:We do a lot of that, a lot of custom work custom rugs, custom sofas, furniture, drapery, custom drapery lighting. So we do floor to ceiling decor and furnishing as well as remodeling. Yeah.
Speaker 2:Yes, okay. And how are you keeping up to date with the current trends that are maybe happening or new updates in the design industry world?
Speaker 1:So we go to High Point Market every year, which is in North Carolina, okay, and it's basically thousands and thousands square foot space of vendors from all over the world that sell to trade only. So we meet them, we test out all the new styles, the furnishings, we sit in the sofas, we check out the chairs. We actually go and see what's out there that's new and what each vendor has to offer. And we get to meet the vendors, we get to talk to them and we have good relationships with them, where we get to work with them throughout the year. So that's how we keep up with trends, as well as continuing education, which is nonstop throughout, online or in person. So that's something we could keep up with throughout the year.
Speaker 2:Okay, yeah, no, that's great Because I know things are always changing with homes, especially with social media. Do you find like that's a challenge, where people are like I saw this? Can I get this? Like it's just like the type of home that you have. It's kind of difficult, but we can try. Absolutely, talk to me about that.
Speaker 1:Yeah, so a lot of times they will see something on social media and they want exactly what they see. But sometimes we have something even better to offer, because that's something that they're showing us. It might be their first time seeing it, but we've seen it a thousand times. Yeah, and it was so last year. So we will suggest different options and then a lot of times they will realize like, oh yeah, you know, I think I like this better. Yeah, yeah.
Speaker 2:No, I love that. I love that. You're just like we got something better for you. How about this?
Speaker 1:And they're just. You did that, thank you. Yeah, so that's why it's important to stay up to up to date. You don't want to be behind on all of that. Yeah, I know we stay up to date with all the trends, um that are out there and also what people like and don't like.
Speaker 2:We we get to see that over time. What is something? Currently I'm curious that people have found like they're like no, I don't want that, like um, anything in particular, where you're just like what this is people people don't want florals a lot oh yeah actually let me rephrase that okay, let me rephrase that, the younger generation, I would say gen z's.
Speaker 1:Yeah right, they're very much into the. The florals are all coming back in, the designs, um, like from the the 80s, 90,.
Speaker 2:I was going to say that sounds very vintage and kind of like the patterns, yeah, so that's all people in their early 30s late 20s.
Speaker 1:Wow, I see them bringing that in the vintage look and for some it may not be so appealing, because they grew up with it. Their grandma had that sofa or that chair right. But someone who is younger. It's new to them, so they love it. And then it grows on you after a while and it starts to look cute when you put everything together.
Speaker 1:Their personalization, the modern take of the vintage right that I absolutely love doing is every client's house has to have something that identifies their family, or it doesn't have to be pictures or anything something that shows someone walking in, as to who they are like, where are they coming from, what is this family all about?
Speaker 1:So you know everybody can do, anybody can do like, like copy from a magazine and make a room look like that, but where's the personality in it? So my thing is adding personality some way or another into your home and your space so it feels like you, whether it's your cultural background or whether it's religious, whether it's something you enjoy doing, so it'll show up somewhere or another in the home.
Speaker 2:Yeah, I agree, because sometimes I look at these beautiful houses Like maybe it's on television or on YouTube, they're showing it and obviously it's a model home, but sometimes people want that and I'm just like, yes, it's beautiful, but do you want to live in a house that looks like so it's beautiful, but there's no personality.
Speaker 1:Like I can't tell what kind of person lives here, and personality could be a color, it could be a pattern, it could be a picture, it could be an item, it could be anything, exactly A memorabilia, anything.
Speaker 2:Yeah, and some people are probably like well, my personality is minimalistic.
Speaker 1:So this is it Okay, if that's your style.
Speaker 2:that's your style, but it's nice that Even that you can personalize.
Speaker 2:See, okay, I didn't know that. So see, yeah, no, I love that. I love that. There are just so many ways You're like opening my eyes to minimalist. Of course you can add your own touch to it, doesn't have to be like, all right, your own, take um. And then, as far as the future goes, with your business, have you ever considered partnering up, maybe with, like, real estate agents? I know brokers have like their own, like people that they have in-house, that they work together to get like referrals and stuff like that. Have you ever considered a partnership?
Speaker 1:I do um, I do have a lot of um estate agents who send their referrals to me and I do as well to them. Yes, you know, real estate agents in this area are very busy. Yes, right, we all know that. Yes, and they know when a client has bought a new house and a lot of my clients have bought brand new homes or just built a new home and now what Like? What do I do now? So the real estate agent is the first person that will see that, that overwhelm when the client moves into a house, and they usually are the ones that will say, okay, well, you know what, I have someone that can get you through this project or get you through this, and a lot of my referrals are from real estate agents.
Speaker 2:Actually, Okay, good, that is great. Right. Have you ever considered also going to maybe social network events, or how do you feel about those?
Speaker 1:I do. I do go. I have gone to some of them, you know. Whenever the time allows, I try to attend as many as I can.
Speaker 2:Yes, Okay, speaking of time, since you are a busy person, what do you like to do when you have, like that, one spare little moment of the day? What do you like to do? Do you like to go on hikes, read books?
Speaker 1:Hiking, walking. I love walking. I've recently gone into liking hiking more. I was at Zion National Park with some girlfriends recently and we had a great time and I hiked some areas which I was like, oh I didn't know I can hike this, and just something happens to you when you're in the mountains up there and then I realized, okay, you know, this is something I'm going to be doing more of, yeah.
Speaker 1:But in the spare time, in the mornings I like to walk. I love music. I love listening to music, attending concerts what kind of concerts? Well, I am from Pakistan, so I do listen to a lot of pakistani music, so my husband and I enjoy that. We have friends get together so I enjoy entertaining.
Speaker 2:Um, so yeah, well, I love that. I love that you also live your life outside of your work. That is so important, especially for business owners and entrepreneurs. I know some people are like, no, I gotta work, work, work, work, work and maybe.
Speaker 1:Starting a business is very challenging. It has its ups and downs, it's hard work and I do have to say that I have put my time in that hard work, working 20 hours a day or what have you. But I also have learned to balance my life and work now where I know when I need to step away a little bit and focus on my health, my mental health, so I can give my 100% the next day To your clients.
Speaker 2:It's very important.
Speaker 1:And I know I try to tell that to everyone else as well.
Speaker 2:Yeah, I know, and it's good for other entrepreneurs business owners to listen to, because sometimes they, even if they started off like that in the beginning and they're still doing it they don't want you saying like no, I got it yeah and I was like that in the beginning.
Speaker 1:Yeah, I was like that in the beginning and I didn't do exactly that. I would forget to eat, I would forget to drink water. But now you know, I have my, my family behind me will text me and say, hey, did you eat lunch? Yeah, you're like my son will text me, or my husband will text me, or my daughter, like did you drink water yet? So it's nice to have I mean, my family is my everything and they're there with me, supporting me and my team, and I love it and my friends.
Speaker 2:So, yeah, I love that, I love your support system.
Speaker 1:They're checking, like make sure you go to the bathroom, man, I know that too.
Speaker 2:Um, oh my gosh. Um, while I have you here, is there anything maybe that I didn't ask that you would like to share with the audience?
Speaker 1:Um, I just want to say that you know, I feel like in our area here people work so hard. They work jobs that are very demanding. They have children, families, who you have to live a certain way. You know, having kids in sports and school activities and running around with them. Kids in sports and school activities and running around with them, and I feel like the parents are doing so much trying to make all that happen, where the home sort of gets neglected and it's just there for you to go and just plop yourself at the end of the day in front of.
Speaker 1:Netflix and just let it be to decompress, but I feel like, why can't that decompressing or that coming home to be beautiful? Yes, and why not? You deserve it. You deserve it your home office, your bedroom, your living room, your kitchen, everything, even your bathroom, everything. If it's comfortable and beautiful, you will love coming home.
Speaker 2:You will love coming home to that and you deserve it.
Speaker 1:Yes, and it will absolutely affect the way you feel, your mental health, if you're around clutter you might not even want to come home, and you'd be surprised how many people will message me after the projects are over and like a random text, that nine o'clock at night, and say, hey, you know what I was? I was sitting in my prayer room.
Speaker 1:We do a lot of prayer rooms for all different um, you know, related backgrounds and I was sitting in my prayer room and I was just meditating or I was just praying, and you came to my mind and I just prayed for you and I just wanted to thank you for creating this beautiful space for me that is so beautiful. That, just like all the hard work you know, sleepless nights and all the time that I've spent doing that it makes it worthwhile.
Speaker 2:I'm sure, and the fact that you must have had, like, such a strong connection with them, because the fact that they're like I was praying for you, that's so beautiful for somebody to say that that's one thing.
Speaker 1:It's really important for me to have that connection with my clients. You know we're in their homes, we're in their private space. For God's sake, you know places where no one else goes. If you were a guest in their house, you will not go to those rooms where we end up. So you know I meet with them, my initial consultation. Part of that is to getting to know them a little bit, getting them seeing if we're the right fit for each other, if I'm right for them and if they're right for me. So I take on projects selectively based on that to make sure there's a comfort level for both of us and there's a trust level for both of us. So, yeah, every client I have had, we made great connections.
Speaker 2:And memories, I'm sure.
Speaker 1:And memories, and we still keep in touch. Oh, wow, and I love it.
Speaker 2:No, and it shows Like you smile and you light up when you talk about it.
Speaker 1:So that's beautiful, you're in the right place, then All right. So for my final question is do you have maybe like a motto, a saying, a quote, a mantra maybe that you like to live your life by? Would you share that with our audience, or something that inspires you? I just have a connection with the higher being and I just feel like things fall in place when the time is right. So never rush for anything to happen, just let things be and just keep your connection with the higher being.
Speaker 2:Love that. Thank you so much for being here today it was a pleasure.
Speaker 1:Yes, thank you for having me.