Case studies: Interior designer: Pam

Pam studied 3-D design and works as a self-employed interior designer...

For years, I ran a curtains and soft furnishings business, but by my early 40s I wanted to broaden my horizons. Although I considered shorter courses, I decided a degree in 3-D design would stretch me and open up other opportunities in interior design.

My degree gave me both relevant experience and skills. In particular, it gave me exposure to the history of design and its evolution. I feel this informs the designs I produce now, because I can draw upon historical references and contextual knowledge. I was also encouraged to think outside the box. I enjoyed using Photoshop, so now my designs tend to include hand drawings combined with Photoshop.

After I finished my degree, I knew I didn't want to join a consultancy as a junior or CAD designer. I also didn't want to set up as an interior designer who just chooses cushions. Eventually, an opportunity arose with a friend to open up a shop. With an interest in Scandinavian design, I visited Stockholm and, after some research, realised that the design style and products I was seeing there were not readily accessible in the UK - certainly not outside London.

I then visited a trade show and established some contracts with suppliers, buying items that were not for sale in the UK. After about a year, we had outgrown the space available in the shared shop, so I bought a shop in Oxford. I employ two members of staff who run it for me.

Now there are two divisions to my business - a retail outlet with an interior design and soft furnishing service as well as a trading division. The wholesaling side of the business has really grown. I distribute products for Swedish companies who want to start selling their products in the UK by distributing to other UK-based companies.

Most of the interior design projects I take on are in domestic properties. With these jobs, you tend to be a bit of a gopher - sourcing expertise and products appropriate in style to the property you are working on as well as evaluating the pros and cons of these products for the client. You often have to organise bringing in other specialists, e.g. landscape gardeners or lighting specialists and work within the constraints of planning regulations to find compromise and solutions.

However, on one occasion, I assisted an interior designer friend tender a design proposal for a wine cafe in Oxford. I produced a storyboard featuring a series of hand drawn cartoons showing a day in the life of the cafe and used Photoshop to feature the different design elements. I wanted to demonstrate how it needed to appeal to the range of clients coming in during its long opening hours. She got the contract! I think this shows that although CAD is a very useful tool, sometimes hand drawn designs can have more impact and be more appropriate.

My tips for others wishing to set up an interior design business is that you need to find a unique selling point as there are so many interior design businesses around now. This could be eco design or being a specialist in a particular design area, e.g. gastro pubs. Concentrate on an area that excites you and hopefully other things will branch off from this. You also need to pick up some practical business skills and an awareness of how designers make profit from sourcing products from manufacturers and getting designer discounts by buying in bulk.

I enjoy being my own boss and taking my business in the direction I want but, as a business grows, you need staff to help you. Inevitably, you have to take on the responsibilities of being a manager. I love remerchandising and doing advertisements and window displays for the shop. I don't enjoy the order processing side of things so much and would eventually like to employ someone else to do this. I also dislike doing VAT returns!

It is now five years since I finished my degree. In the future, I would like to open another shop to expand the business. I can see there really is a market for the look we are offering, particularly in the area just outside London. I also want to produce a blog to complement the newsletter we already have in order to promote the business in a much more interactive and personal way which befits an independent retailer.