A Dialogue with Eliza Smoothey

Building a Multi-Stream Interior Design Studio That Supports Your Life

Episode 119

In this episode, I’m joined by Eliza Smoothey, founder of Eliza Grace Interiors, to talk about building a multi-stream interior design business that’s both sustainable and intentional. With over 12 years of experience, Eliza shares how she’s strategically grown her studio to include full-service design, online styling sessions, an e-course, and regular collaborations with retail partners—while staying grounded in her strengths and avoiding burnout.

We chat about the realities of running a modern design business, from leasing an office space to managing workflow with time-blocking and building a resilient income model that balances creative energy with consistent cash flow.

Whether you’re just starting your design business or looking to grow smarter, this episode is packed with grounded, actionable advice from someone who’s done it with clarity and heart.

Hope you enjoy the episode

Beth xx

When Systems Make Space for Creativity

As interior designers, we’re often drawn to the creative, the visual, the “big picture.” But without solid systems to support us, that creativity quickly becomes chaos.

When I sat down with Eliza, one thing was clear: she’s created a business that lets her do more of what she loves, without the stress of reinventing the wheel every week. Whether she’s styling a project, running an online session, or recording course content, she knows where everything fits.

“It’s taken time, but I’ve built a rhythm. Now I know what to say yes to—and what to say no to.”

If you’ve been stuck in the loop of constant busyness but feel like you’re not getting anywhere, this conversation is for you.

From Home Office to Studio: A Leap in Identity

One of the biggest turning points in Eliza’s journey was signing the lease for her first studio space. Not just for client meetings—but to give her business a sense of identity, structure, and presence.

“I felt like I was finally taking up space—as a business owner, not just a designer working from the kitchen bench.”

Moving into a studio brought more than just square metres. It brought boundaries, confidence, and a clearer sense of her role as a business owner. So often, we think space is a luxury—but for many of us, it’s actually a catalyst.

The Power of Multi-Stream Studios

Eliza’s studio isn’t just built around one service. Instead, she’s built a suite of offers that complement one another:

• Full-service interior design for renovations and furnishings

• Online styling consults for clients seeking quick, virtual support

• Decorating with Confidence — her online course for DIY homeowners

• Brand partnerships with retailers, developers, and shopping centres

This variety isn’t accidental. It’s built on strategy, intuition, and years of testing what works—for her clients and for her lifestyle.

“I know my audience. And I’ve built offers that meet them where they are—whether that’s $2,000 or $20,000.”

For designers navigating uncertain pipelines or inconsistent cash flow, this episode offers a realistic look at how diversified income can create stability without complexity.

Building with Boundaries

One of my favourite parts of our chat was how Eliza talks about time-blocking and boundaries—not as rigid rules, but as generous frameworks.

She’s built a calendar that reflects her energy and capacity. She protects creative time. She plans her week around client calls and project phases. And most importantly, she communicates those boundaries with confidence.

“I used to feel awkward about saying I only do consults on Fridays. But now I realise—clients want to be guided. That’s why they hire us.”

It’s a reminder that leadership in design isn’t just about vision boards. It’s about clearly, kindly leading people through a process that’s been thought through.

What I Loved About This Conversation

There’s a quiet strength in the way Eliza runs her studio. She’s not chasing growth for growth’s sake. She’s not mimicking what the design world says she should do. Instead, she’s steadily creating a business that reflects her values, time, and talent.

She reminds us that a profitable business doesn’t have to look like hustle. It can look like:

• One well-planned online product

• A tight, effective client workflow

• Systems that support delegation (before you hire)

• Offers designed for impact, not just income

• A calendar that protects your creativity

Who This Episode Is Perfect For

This episode is a must-listen if you’re:

• A designer juggling multiple offers and wondering how to structure them
• Considering launching an online course or digital product
• Craving more consistency without more hours
• Curious about studio spaces (but nervous to commit!)
• Feeling like your business is growing, but you’re burning out

Key Takeaways

• Studio growth doesn’t have to mean more chaos—it can mean more clarity

• Online products can be accessible and profitable

• Leasing a studio can shift your entire identity as a business owner

• Email newsletters are still one of the most effective marketing tools

• Boundaries build trust (and protect your energy)

• Structure supports creativity—it doesn’t squash it

Connect with Eliza

elizagraceinteriors.com.au
hello@elizagraceinteriors.com.au
@elizagraceinteriors