How Caitlin Flemming Turned Her Aesthetic into a Thriving Design Business

Imprint with Natalie Walton

How do you turn a love of interiors into a business that grows through referrals, book deals, and a loyal client base?

In one of the most popular episodes on the Imprint Podcast, interior designer and author Caitlin Flemming shares how she built her design studio from the ground up — starting with a blog, side income, and the courage to take on small projects that led to big opportunities. We talk about how she defined her aesthetic, found her first clients, and priced her services with confidence (after years of trial and error).

Caitlin also opens up about creating two bestselling books (Travel Home and Sense of Place; she has another book coming out soon) with her mother, building a small but mighty team, and how she makes time for family while running a successful business.

Whether you’re just starting out or looking to grow a creative practice on your own terms, this conversation is full of thoughtful insights, practical advice, and a refreshing reminder that your aesthetic can be your advantage — when you know how to use it.

THIS EPISODE FOCUSES ON

Catilin’s childhood growing up going to flea markets with her mother with a passion for interiors & antiques

The joyful experience of creating her books with her mother

How creativity was engrained in her childhood

Her passion for travel & how this was developed in her formative years

Studying business & marketing at university

The threads of her journey showing up in her work

Starting her interior design practice & getting her first client

How one small job can create future work

Why Caitlin chooses to charge hourly

The value of word-of-mouth referrals

Caitlin’s interior design process

Her instinct for design & styling

FEATURED ON THIS EPISODE

Planning to design, renovate or build your dream home? Come join my FREE CLASS TODAY! Register here

Caitlin’s website

Caitlin’s new book Sense of Place

Caitlin’s Instagram @caitlinflemming

My course The Styling Masterclass

Caitlin’s first book Travel Home

Photographer Stephanie Russo

Book Create by Ali Heath

Business of Home podcast

Sophie Ashby on Business of Home podcast

The Interior Collective podcast

Band Imagine Dragons

Podcast production: Yaga Media

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit nataliewalton.substack.com