A Dialogue with Kelly Donougher

Building a Coast-to-Coast Interior Design Studio: Lessons from Kelly Donougher

Episode 105

In this episode, Kelly Donougher of 13 Interiors shares her remarkable journey from mining superintendent to successful interior designer with studios in both Perth and Melbourne. Learn how she manages a thriving business across two cities, builds a cohesive team, and creates systems that allow her designers to see projects through from concept to completion.

I hope you enjoy the episode.

Beth xx

What does it take to run a successful interior design business across two cities on opposite sides of Australia? For Kelly Donougher, founder of 13 Interiors, it's a combination of clear systems, strategic team building, and the confidence to forge her own path.

In this insightful conversation from the Design Dialogues podcast, Kelly shares her remarkable journey from local government and mining to establishing thriving design studios in both Perth and Melbourne.

"I have worked in local government. I started in the recreation industry. I used to teach kids how to swim, have lots of different backgrounds in different business models," Kelly explains. "I was a national manager with Fitness First and like I said, local government. And then I actually went into mining when my husband and I moved to Western Australia."

This diverse background gave Kelly a unique perspective on business management that would later become invaluable in building her design studio.

The Transition: Building a Design Business While Working Full-Time

Like many designers, Kelly didn't make an overnight leap into entrepreneurship. She started 13 Interiors in 2017 while still working full-time in mining.

"I registered 13 Interiors business name in early 2017. And yeah, just worked in my mining job side by side for quite nearly two or three years. And then had some pivotal moments there where I had to make a decision about how I was going to move forward and that I was going to take the leap into doing it full time, which I did."

This gradual transition allowed Kelly to build her business foundations while maintaining financial stability—a strategy that many aspiring design entrepreneurs could benefit from.

Managing a Design Studio Across Two Cities

One of the most fascinating aspects of Kelly's business is how she manages studios in both Perth and Melbourne—cities separated by over 2,000 miles.

"I rotate between the two. So I'm back in Perth. So I actually moved to Melbourne nearly a year and a half ago or just over a year really, end of 2023. So I moved because we made a decision that it was really me that needed to be in Melbourne to establish that base."

This coast-to-coast approach requires exceptional organization and systems:

The 8-Week Project Timeline System

Kelly has developed a structured timeline system that allows her to schedule client meetings and design reviews around her travel between cities.

"The way I work out our planning based on the size of projects that we take on is there's an eight week plan for each new project for their design reviews. So I will take on new clients. So I could have someone inquiring now, but their first initial meeting might be four to six weeks away. And then their design review is eight weeks from that point when we started."

This clear timeline serves multiple purposes:

• It gives clients a concrete understanding of the process

• It allows Kelly to batch meetings in each city

• It creates a predictable workflow for her team

"It helps me schedule each month because everyone's ready sort of at different stages. So when I go back in March, the January people are due for their eight, the new projects that started in January are due for their eight week review meeting."

Setting Client Expectations Through Clear Communication

A key element of Kelly's success is her approach to client communication. By setting clear expectations from the beginning, she avoids the common pitfalls of scope creep and timeline confusion.

"It comes with confidence. I can tell you there's a lot, like I probably wasn't maybe as confident when I first started, but it is you like need to set those boundaries. And I think once you've done it, like it's actually not as hard as you think it is."

This approach creates a professional client experience while protecting Kelly's time and her team's workflow.

Building a Team That Supports Your Vision

Kelly's approach to team building is refreshingly thoughtful. Rather than following conventional wisdom, she made strategic decisions based on her specific business needs.

Hiring Designers Before Admin Support

"I think my number one tip, I think when it comes to expansion is know what your role in the business is going to be moving forward. So I had to make a conscious decision about that first hire and what was really important to the business. And it was design support at that time, because you can get people to do admin."

This approach differs from many design studios that hire administrative support first. Kelly recognized that her unique value was in client relationships and creative direction, so she prioritized design support to free up her time for those areas.

The Project Ownership Model

Another distinctive aspect of 13 Interiors is how designers work on projects:

"One of the things that I do implement into our business is the designers each work on their own projects. So they support each other when each of them need help, but they see their projects from start to finish. So we don't have like a conga line of like, you do SketchUp and then you do Lumia and then you do documentation or whatever it is, they actually see their projects with me from start to finish."

This approach creates several benefits:

• Designers feel more invested in project outcomes

• Clients build stronger relationships with the team

• The work is more rewarding for designers

• It creates a true team environment rather than an assembly line

"I'm always very much about a strong team environment. And I've always prided myself on the way that I lead people in any business that I've run and any manager role that I've been in, and your people are your biggest asset 100% and there needs to be give and take."

The Reality of Running a Design Business

One of the most valuable insights Kelly shares is the reality of what running a design studio actually entails:

"Design is only about 20% of running a successful studio."

This honest assessment highlights the importance of business systems, client management, and operational efficiency—areas that many creative entrepreneurs struggle with.

Finding Your Niche and Being Authentic

For designers just starting out, Kelly offers this advice:

"I would definitely say to people like really hone in on what it is that you love, what it is that you're really good at. Don't get caught up in trying to do what everyone else is doing because the people that love what you do will gravitate to you."

This focus on authenticity has been key to Kelly's success. Rather than trying to be everything to everyone, she developed a distinctive style and approach that attracts clients who value her specific aesthetic and process.

"Follow your niche. Like hone in on what it is that you bring to design, hone in on what it is that you know that you do well and communicate that just time and time again, show people how you do the dark and media aesthetic or whatever is that you're the storage queen that you know what you're talking about. Because when people want that, they'll come to you."

Practical Takeaways for Growing Your Design Business

Whether you're just starting your interior design business or looking to expand to multiple locations, Kelly's experience offers valuable lessons:

1. Create Clear Systems and Timelines

Develop structured processes that both your team and clients understand. This creates predictability in an otherwise creative and sometimes chaotic industry.

2. Be Strategic About Hiring

Think carefully about what your role should be and hire to complement your strengths rather than following conventional wisdom.

3. Set and Communicate Boundaries

Clear expectations with clients from the beginning prevent misunderstandings and protect your time and energy.

4. Let Your Team Take Ownership

Allow designers to see projects through from start to finish rather than fragmenting the process, creating more fulfilling work and better client relationships.

5. Find Your Authentic Voice

Focus on what makes your design approach unique rather than trying to please everyone or copy competitors.

6. Plan Logistics Carefully

If managing multiple locations, create systems that allow you to batch meetings and work efficiently in each location.

The Future of Multi-Location Design Studios

As remote work becomes more normalized and technology continues to advance, the multi-location model that Kelly has pioneered may become increasingly common in the interior design industry.

Her approach demonstrates that with the right systems, team structure, and communication strategies, designers can build successful businesses that transcend geographic limitations.

By focusing on clear processes, strategic team building, and authentic design vision, Kelly has created a business model that not only survives across two cities but thrives—providing valuable lessons for any designer looking to scale their studio beyond a single location.