Standardizing Your Design Process & Making Sense of Markup with Heidi Caillier

Join the Serena & Lily trade program for exclusive perks, best pricing, custom sizing, and white-glove delivery at serenaandlily.com/interiorcollective. Welcome back to The Interior Collective. I’m your host, Anastasia Casey, and today, we’re sitting down again with one of the most respected names in the industry—Heidi Caillier. An AD100 designer, Heidi has built a career on reinventing tradition, crafting interiors that feel intimate, layered, and deeply personal. Known for her confident use of pattern, color, and nostalgic elements, she designs spaces that stand the test of time, valuing heirlooms, antiques, and handcrafted details over fleeting trends. But beyond her signature aesthetic, Heidi has also simplified and standardized the business side of interior design—something we’re diving deep into today. I first learned of Heidi’s straight forward approach last October at Design Camp, and the details utterly blew my mind. Heidi’s model of whole home design presentations and flat rate product markup feels refreshingly easy to manage, and all around magical. We’ll explore why she made that decision, how it streamlines client communication, and why presenting an entire home concept at once—instead of breaking it into phases—has transformed her design process. From the systems behind her full-scale presentations to how this approach strengthens client buy-in and decision-making, Heidi is sharing the strategies that make her projects not only beautiful but also incredibly efficient. If you’ve ever struggled with pricing transparency or felt overwhelmed by phased presentations, this episode is packed with insights you won’t want to miss. Don’t forget to tune in to Season 2 Episode 1 to hear our first conversation about Heidi’s signature style after this episode. But for now, let’s get started.

Save 15% site wide at www.idco.studio with promo code Podcast15. Hi! Welcome back to The Interior Collective - I’m your host, Anastasia Casey! Today, I’m excited to welcome Jason Saft, the mastermind behind Staged to Sell Home, a company that has transformed over $3 billion in luxury homes since its official founding in2016, but Jason’s been staging as a passion project since 2005. With an impressive background of more than 20 years in real estate sales and staging, Jason brings a unique perspective on what it means to craft interiors that are both aspirational and functional. Known for his contemporary, curatorial style and unwavering commitment to producing results, Jason has earned accolades for his work, including features in the Wall Street Journal, Architectural Digest, and more. For Jason, great design isn’t a straight line—it’s about balancing artistry and intent, creating spaces that captivate buyers and maximize value. Because I truly do believe there is no single way to run a successful design business, I’m thrilled to chat with Jason about how he has forged his own path in luxury staging, standing out as both a respected business owner and creative visionary. Jason’s approach is anything but conventional, and his 98% success rate speaks for itself. Today, we’re diving into Jason’s methods for making luxury staging stand out, exploring everything from his business model and inventory curation to timelines and the decisions behind staging versus full-service design. And we’re especially excited to catch up because not only is Jason an IDCO Studio client, he is also a past attendee of our own Design Camp—so much so that he sent his team to the very next session! Join us as we explore how Jason combines expertise, intentionality, and market knowledge to elevate homes and help buyers envision their dream lives.

Save 15% site wide at www.idco.studio with promo code Podcast15. Welcome back to The Interior Collective - a podcast for the business of beautiful living! I’m your host, Anastasia Casey, and I couldn’t be more thrilled for today’s episode because it’ll be a masterclass in social media authenticity AND strategy. Today, I’m joined by my dear friend Chloe Legras of Boxwood Avenue Interiors. For those of you who haven’t had the pleasure of diving into Chloe’s world yet, you’re in for a treat. She’s the visionary behind the stunning interiors and lifestyle brand Boxwood Avenue—a brand that effortlessly combines luxury design with the art of intentional, slow living. Chloe and I have been friends for years - we actually met at The Haven Workshop years ago and stayed close since. I’ve even had the privilege of attending her retreats abroad—experiences that were truly life-changing. This past May I attended Boxwood Abroad in the Cotswolds and it truly was the trip of a lifetime. Well, until next September when I attend Boxwood Abroad in Provence. Those retreats have given me a firsthand look at Chloe’s passion for honoring heritage, simplicity, and the beauty of old-world charm alongside Chloe’s joy for life that extends way beyond beautiful interiors. Today, she’s here to share her approach to balancing a luxury design business with a lifestyle brand that celebrates the everyday. We’ll get into the nitty-gritty of her social media strategy–particularly over the last year, how she connects with her followers so authentically, and her secrets for building a brand that high-budget design clients are genuinely excited to be part of. I mean this in the most genuine way possible - get ready to dive in because this is Chloe’s world and I feel just so lucky to be living in it.

Save 15% site wide at www.idco.studio with promo code Podcast15. Welcome to another episode of The Interior Collective podcast - a podcast for the business of beautiful living! Today, we're diving into a fascinating conversation with one of Austin's most sought-after interior designers and someone who has truly transformed my life, Audrey Scheck. You know, we often hear the advice to say "no" to many things to make room for the right ones. But Audrey has taken a different path—one that embraces a resounding "yes" to projects of all sizes. As the founder and principal designer of Audrey Scheck Design, Audrey has built an incredible reputation for transforming residential and commercial spaces into warm, inviting environments. Her projects are a testament to her unique approach, blending diverse materials and the charm of both old and new to create designs that are not just beautiful but also deeply livable. Audrey’s journey has been nothing short of inspiring. From her childhood days watching her parents build their dream home in rural Texas to remodeling her own home in Los Angeles, she has always had a passion for design. Now, after moving back to Texas in 2020, she's established herself as a leading designer, with her work featured in esteemed publications like Martha Stewart, Better Homes & Gardens, and Forbes. What I find particularly special about Audrey is her genuine networking ability and her generous spirit. What began as a simple "can I buy you lunch?" inquiry has blossomed into one of my closest friendships. Her approach to saying yes—not just to projects but to people—has not only propelled her business forward but has also enriched her life and the lives of those around her. When I was deep in the weeds growing IDCO Studio and The Interior Collective, I was a definite homebody with a false sense of community via my remote team and Instagram friendships. I’d developed a notable level of social anxiety and thought I was perfectly content. After Audrey invited me to lunch, she instantly invited me to a small girl group of fellow designers and artists - with the likes of Claire Brody and Aileen Fitzgerald for monthly dinner dates. That group, and Audrey’s friendship, changed my life. Audrey refused to let us make excuses for getting together, and made sure we were all, always included. I can say with certainty that Audrey Scheck absolutely changed my life and helped turn me into a more confident, healthy person who can balance and prioritize both digital friendships and friendships in real life as well. In this episode, we'll explore how Audrey’s mindset of inclusivity and opportunity has shaped her business and her team, leading to remarkable success in such a short time. We'll also discuss how embracing all types of projects has led to her rapid growth and how she navigates the sometimes-competitive landscape of interior design with a collaborative spirit. So, join us as we learn from Audrey’s journey and discover how saying "yes" can lead to extraordinary transformations in both our businesses and our relationships.

Save 15% site wide at www.idco.studio with promo code Podcast15. Welcome back to The Interior Collective. Today, we have an exciting episode lined up for you as we explore the journey of transforming an interior design studio into a thriving lifestyle brand. Joining us is the incredible Kristen Forgione, the creative force behind THELIFESTYLEDCO Design Firm and Retail Shop, and long-time, close, industry friend. After spending a decade in diverse fields like finance and hospitality, Kristen found her true calling when she attended fashion school in Los Angeles. This experience reignited her childhood passion for color and design, setting her on the path to creating a brand that would soon take the west coast design market by storm. Based in Arizona, THELIFESTYLEDCO has been leading the charge since 2012, serving clients nationwide and building a talented team of Organic Desert loving designers and support staff. Kristen has expertly mastered the art of selling a lifestyle to a wide audience, from affordable home and fashion finds to top-of-the-line, new construction custom homes. In today’s episode, Kristen will share her inspiring journey of expanding from a design studio to a full-fledged lifestyle brand. We’ll dive into the lessons she’s learned, the challenges she’s faced, and her vision for the future. Whether you’re an aspiring designer or a seasoned pro looking to broaden your horizons, Kristen’s insights will undoubtedly inspire you to think bigger and be bolder.

 Save 15% site wide at www.idco.studio with promo code Podcast15. Welcome to The Interior Collective, the podcast where we dive into the business of interior design. I’m your host, Anastasia Casey and today, I’m thrilled to welcome back Marie Flanigan, the visionary behind Marie Flanigan Interiors. With her background as a classically-trained architect, Marie’s approach marries architecture and interiors in a way that brings timeless elegance and innovation to every project. From the way her team incorporates rich textures, sophisticated color palettes, and striking plays of light, it’s no wonder MFI has been celebrated in top publications like Architectural Digest, Elle Décor, and Vogue. If you haven’t heard our first episode with Marie Flanigan, you’ll definitely want to skip all the way to our very first episode - Season 1, Episode 1 as Marie broke down her expertise in growing a team. I’ve had the pleasure of working with Marie alongside her team while filming her project installs, and I’ve honestly never been more impressed by a team’s synergy, relaxed atmosphere, and dedication to “getting it done” at an extraordinary level.Marie Flanigan is the most humble, easy going, hard working business person I’ve ever worked with and to this day, I can’t think of a woman I respect and admire more than her - personally and professionally. Truly, it’s an immense honor to have her back. Today, we’re delving into our most requested topic of the season: creating custom pieces. We’ll talk with Marie about how she designs, prices, and manages custom elements—everything from upholstered furniture to built-in cabinetry and bespoke drapery. We’ll uncover her process for finding the right workrooms and trades, what she provides them to bring her vision to life, and how she keeps projects on track from concept through installation. Plus, we’ll discuss what happens when custom pieces don’t go exactly as planned and Marie’s strategies for keeping clients happy and her standards high.

Save 15% site wide at www.idco.studio with promo code Podcast15. Welcome to The Interior Collective Podcast, the show where we dive into the art and business of beautiful living. Today, we’re thrilled to welcome a dear friend and total muse - Anne McDonald, a Minneapolis-based designer known for her layered, artful approach to creating spaces that feel both timeless and uniquely personal. Named one of Architectural Digest’s "New American Voices" in 2024, Anne’s work spans residential havens and vibrant commercial spaces across the country, each filled with thoughtful details, natural materials, and a signature warmth that invites people to linger. Anne’s portfolio is as varied as it is beautiful, covering historic home restorations, new builds, restaurants, and even ultra-feminine showrooms. In this episode, she shares the nuances of designing for both residential and commercial spaces, revealing how she adapts her process, project management, and communication strategies to suit each. Anne will also give us a behind-the-scenes look at how she weaves her signature, layered style into even the most functional spaces, ensuring they feel anything but typical. Plus, we’ll hear her thoughts on the importance of networking and community within the design world, and why she believes collaboration is key to any designer’s success.

Welcome back to The Interior Collective Podcast! In today's episode, we're thrilled to be joined by Lydia Geisel, Homes Editor at Domino magazine. Lydia has been a key figure on the editorial team at Domino since 2017, starting as an editorial intern and working her way up to overseeing the magazine’s home and renovation stories, from stunning house tours to transformative before-and-afters and creative DIY projects. Based in New York City, Lydia has not only interviewed design icons like Leanne Ford, Nate Berkus, and Brigette Romanek, but she’s also a seasoned pro at curating Domino’s weekly Reno newsletter and covering the latest in design news. In this episode, we'll dive deep into the world of design media as Lydia shares invaluable advice on how interior designers can get their work published. We’ll explore what Domino looks for in a project, from professional photography to compelling storytelling, and Lydia will offer three key tips on how to make your submissions stand out. We'll also discuss the importance of building relationships with editors, and the critical role that product links play (or don’t play) in home tour articles. Whether you're a seasoned designer or just starting out, Lydia's insights will provide the roadmap to getting your work noticed and published.

Save 15% site wide at www.idco.studio with promo code Podcast15. Welcome back to The Interior Collective Podcast, a podcast for the business of beautiful living - hosting conversations with leading interior designers from around the world about the intricacies of the design business. I’m your host, Anastasia Casey - founder of IDCO Studio, Kwin Made, The Interior Collective and host of the bi-annual industry event, Design Camp! Today, we’re diving deep into the world of custom luxury home builds with none other than Tyler Farrell, Founder and CEO of Killowen Construction. As an experienced general contractor, Tyler has built a reputation for bringing exquisite custom homes to life in and around Salt Lake City, Utah. Many of you might recognize his work from Netflix’s hit series, Dream Home Makeover, where he collaborated with interior designer Shea McGee to transform homes in truly stunning ways over four seasons. In this episode, we’ll be talking to Tyler about how interior designers can better prepare for working with contractors on custom new builds—covering everything from securing accurate bids, managing budgets, and how to value-engineer designs without sacrificing style. Tyler brings a wealth of knowledge and a world of humility, so get ready to learn invaluable tips on making your next big project a seamless success.

Hi, I’m Anastasia Casey, and in this episode of The Interior Collective, I’m sharing my journey in the interior design industry—from navigating my early career to building IDCO Studio and niching down to work exclusively with interior designers. We talk about the importance of community and support in the creative world. You’ll also hear about my passion for female financial independence, the strategies I use to manage multiple brands, and how social media has fueled my growth.