A Dialogue with Woods and Warner
How Two Designers Built a Thriving Studio Through Partnership, Authenticity, and Resilience
Episode 107
In this episode, I sit down with Jacinta Woods and Sonia Warner, the dynamic duo behind Woods and Warner, to celebrate their 18-year partnership in interior design. From starting their business during the GFC to building a thriving studio with a team of six, they share candid insights about partnership dynamics, overcoming challenges with staff, and evolving their distinctive design style. Their journey offers valuable lessons for designers at any stage of business.
Hope you enjoy the episode
Beth xx
What does it take to build a successful interior design partnership that stands the test of time? For Jacinta Woods and Sonia Warner, founders of the acclaimed Woods and Warner design studio, it's been a journey of trust, complementary strengths, and the courage to make tough decisions when necessary.
In this inspiring conversation from the Design Dialogues podcast, Jacinta and Sonia share the story of their 18-year partnership—from their humble beginnings in a tiny studio to building a thriving design business with a team of six. Their journey offers valuable insights for designers at any stage of their career, whether you're considering a partnership, building a team, or seeking to develop your unique design voice.
The Unexpected Beginning: Taking a Leap of Faith
Like many great partnerships, Woods and Warner began with an unexpected connection. While working at Living Edge property styling, Jacinta and Sonia recognized something special in each other, despite barely knowing one another.
"We were both starting up our own sort of interior decorating businesses on the side and we just connected," Sonia explains. "We clicked and we just thought what are we doing? Let's just start this together, we hardly knew each other."
What makes their story particularly remarkable is the timing—they launched their business during the Global Financial Crisis, when conventional wisdom would have advised caution.
"The GFC hit so we decided to... Awful time to start a business but we thought why not?" Sonia recalls with a laugh.
This willingness to take calculated risks has been a hallmark of their approach throughout their 18-year journey. Rather than waiting for perfect conditions, they moved forward with conviction, testing their partnership with small projects before committing fully.
"We took on a few smaller jobs together just to see, well, how, you know, can this work? And that sort of, you know, you're doing it in the evening or on the weekends," Jacinta shares. "It really did take off, I think the synergy between us or the yin and yang, whatever you want to call it, it really, really worked."
From Tiny Studio to Thriving Business: The Evolution of Woods and Warner
The physical spaces that have housed Woods and Warner tell the story of their growth. They began in a modest 30-square-meter studio in Crows Nest—a space they remember fondly despite its limitations.
"It was our secret getaway wasn't it? It was ours," they reminisce. "Loved it. We loved every minute of it. It was up four flights of stairs. No parking. No staff."
From those humble beginnings, they've grown to occupy a beautiful three-level studio that represents the culmination of years of hard work and vision. This progression didn't happen overnight but through consistent effort and strategic decision-making.
Their business evolution has included not just physical expansion but also the development of their team, their processes, and their distinctive design approach. Throughout this growth, they've maintained the core values and complementary dynamic that brought them together initially.
Building a Team That Thrives: The Woods and Warner Approach
One of the most interesting aspects of Woods and Warner's business model is their approach to team structure. Rather than using an assembly line approach where different team members handle different phases of a project, they've created a system where designers own projects from start to finish.
"One of the things that I implement into our business is the designers each work on their own projects," Jacinta explains. "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 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. 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. Your people are your biggest asset 100% and there needs to be give and take."
Navigating Challenges: The Internal Makeover
Perhaps one of the most valuable aspects of Jacinta and Sonia's story is their candor about the challenges they've faced. In particular, they share a difficult period when toxic team dynamics threatened the business they'd worked so hard to build.
"We probably, remember distinctly one Christmas, we called each other and we went, I don't know if we can do this anymore. And that was really hard," Jacinta reveals. "We had Woods and Warner and something we built for so long."
Rather than compromising their values or continuing in an unsustainable situation, they made the difficult decision to completely rebuild their team.
"We went back to basics and we re-eyed, we stopped and we trained and we are now like could not be happier with how it all worked out. It was the best decision."
This experience taught them valuable lessons about hiring, management, and the importance of cultural fit. They learned to look beyond skills and experience to find team members who truly aligned with their values and vision.
Finding Your Design Voice: Authenticity Over Trends
For new designers struggling to define their style, Woods and Warner offer clear advice: focus on authenticity rather than following trends.
"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," Jacinta advises. "The people that love what you do will gravitate to you."
This commitment to authenticity has been key to their success and longevity in the industry. Rather than chasing every trend, they've developed a distinctive design voice that attracts clients who appreciate their specific aesthetic and approach.
The Reality of Running a Design Business
Beyond the beautiful spaces they create, Jacinta and Sonia are refreshingly honest about the realities of running a design business.
"Design is only about 20% of running a successful studio," they note, highlighting the importance of business systems, client management, and operational efficiency—areas that many creative entrepreneurs struggle with.
This balance of creative vision and business acumen has been crucial to their longevity. While many designers focus exclusively on the creative aspects, Woods and Warner have built a sustainable business by mastering both the design and operational elements.
Partnership Dynamics: What Makes It Work
What allows a business partnership to thrive for 18 years? For Woods and Warner, it's a combination of complementary skills, mutual respect, and shared values.
"It's like every relationship, who's doing more, who's doing less, who's bringing what to the table, who's not bringing... like that is relationships," Jacinta acknowledges with refreshing honesty.
They emphasize that no partnership is perfect, but having a foundation of trust and open communication helps navigate the inevitable challenges. Their different backgrounds and strengths have become assets rather than obstacles, allowing them to approach problems from different perspectives.
Looking Forward: The Future of Woods and Warner
After 18 years, Woods and Warner continue to evolve their business while staying true to their design philosophy. They're excited about current design trends, including a move away from minimalism toward more expressive, personality-filled interiors.
"People seem to be moving away from the neutral, minimalistic palettes that have dominated for quite some time," they observe, noting the trend toward more color, texture, and individuality in interior spaces.
This evolution reflects their own journey—maintaining core values while embracing growth and change. Their ability to adapt while staying true to their vision has been key to their enduring success.
Lessons for Design Entrepreneurs
The Woods and Warner story offers valuable insights for anyone in the design industry:
1. Partnership Foundations
Look for complementary skills and shared values
Test the partnership with small projects before full commitment
Establish clear roles while maintaining flexibility
Communicate openly, especially during challenges
2. Team Building
Hire for cultural fit, not just skills or experience
Consider alternative team structures that maximize creativity and satisfaction
Be willing to make difficult decisions when team dynamics aren't working
Invest in training and development
3. Business Development
Start small but think big
Be willing to take calculated risks
Develop systems that support growth
Balance creative vision with business practicalities
4. Design Philosophy
Develop an authentic design voice rather than following trends
Communicate your unique strengths consistently
Attract clients who value your specific approach
Allow your style to evolve while maintaining core values
The journey of Woods and Warner demonstrates that with the right partnership, a clear vision, and the resilience to overcome challenges, it's possible to build a design business that not only survives but thrives over the long term.
Whether you're just starting your design career, considering a partnership, or looking to take your established business to the next level, their story offers both inspiration and practical guidance for the road ahead.