How to launch an interior design business from scratch

Ever felt like starting your own business was just a dream, too daunting to pursue?

In today’s episode, I speak with Ashley Bruggeman, who once thought the same—until she found the tools and mindset to make it happen. Tune in to discover how Ashley transformed her fears into action, and how she launched an interior design business just one month after completing POP’s course.

Ashley shares her strategic approach to launching, which allowed her to start strong, charging her worth from day one. She walks us through the meticulous preparation that made her feel safe and secure in her processes, backed by a robust network and clear boundaries. You’ll be inspired by Ashley’s community involvement, her battle against imposter syndrome, and her ongoing journey to build confidence and assemble a winning team.

If you’re looking for actionable insights on how to invest in yourself and your business, this episode is packed with inspiration and practical advice. Don’t miss out on Ashley’s incredible story—it’s a must-listen for anyone ready to turn their business dreams into reality!

Episode Highlights

• Ashley Bruggeman’s Journey: From commercial sales to launching her own residential design firm, discover how she developed confidence and overcame imposter syndrome.
• Power of Process: Learn how Ashley used Rebecca’s course to build a solid foundation for her business before taking on any clients.
• Breaking into the Industry: Hear Ashley’s inspiring story of meeting her first client at a hotel bar by simply owning her new identity as a designer.
• Yacht Design Stories: Get the inside scoop on a legendary yacht design tale involving celebrity clients and Middle Eastern royalty.
• Business Tips for Designers: Practical advice on creating a well-oiled business machine, finding ideal clients, and building a professional team from day one.

Episode Resources

• Listen to Ashley’s shorty Episode here.
• Learn more about Ashley Bruggeman at her website and follow her on Instagram.
• Episode 210: Your network is your net worth: a guide to restarting your design business in a new city with Elizabeth Cinquini
• Who Not How by Dan Sullivan
• Sign up for Power of Process

Read the Full Transcript ⬇️

Rebecca Hay:

Hey, Hey,Hey, it’s Rebecca, and you’re listening to Resilient by Design. Today, my guest is Ashley Bruggeman. She was already on a short episode of the podcast. She has a company called Ashley Morgan Interiors and recently launched her business in July after taking my Power of Process course.

We met for the first time at High Point Market in the spring. This conversation is an extension of what we tried to cover in the short episode, and it’s so good. Listen through to the end, where she shares a story about designing yachts—it’s going to blow your mind! Ashley is an incredible woman—a powerhouse, single mom to an amazing 17-year-old son. She graduated from the University of Kentucky with an interior design degree, worked in commercial design for a few years, and then transitioned into sales within the interiors industry, representing different manufacturers. We discuss her experience in both commercial and residential worlds, and how she received her LEED AP and executive MBA. She decided it was time to open the doors to her own residential design firm this year. You’re going to love this conversation!

Enjoy my chat with Ashley.

Rebecca Hay:
Ashley, welcome back to the podcast! I’m so excited to have you back. We had you on a short episode, but it wasn’t enough, so today we’re diving into all the details. Can you introduce yourself to our listeners?

Ashley Bruggeman:
Sure! I’m Ashley Bruggeman, and I own Ashley Morgan Interiors, which I just started at the beginning of July—literally less than a month ago. I have an interior design degree and worked for a commercial firm for a few years. I quickly realized that wasn’t my passion and needed more diversity in projects and people. I went into sales but stayed in the industry because I love the construction and design world. I’ve worked for different manufacturers, educating architectural and design firms on products, and managing the distribution network—subcontractors involved in bidding, purchasing, procurement, and installation. During that time, I also obtained my LEED AP and went back to school for an executive MBA.

I wanted to have my own business, but I was intimidated by the idea. I’ve always loved Christmas decorations and would go all out at home. Friends suggested I market that as a side hustle, but I wasn’t interested. Things change over the years, though, and I started thinking about it seriously. I wanted it to be professional and organized, so I began listening to podcasts and stumbled upon yours, Rebecca. I binged it like my favorite Netflix series and started to realize I could do this as a full-fledged residential design firm. I knew I needed a well-oiled machine. I don’t know what I don’t know, but I knew enough to know that I had a lot to learn. I connected with you, and I’m so grateful. I’ve learned so much from your podcast and the Power of Process course.

Rebecca Hay:
There’s so much to discuss! I love your story, and we’ll dive into more details. I’ve gotten to know you personally, and I know some of your stories. We met at High Point Market, and I organized a meetup with designers I knew through social media. You told me you had already signed up for Power of Process but hadn’t launched your business yet. I remember thinking, “Wow, this woman knows her stuff!” You were determined to develop a strong foundation before taking on any projects, and I was impressed. You invested the time and effort to build a business structure before even launching. Why did you decide to do that? Was it about building confidence or seeing how others were doing it?

Ashley Bruggeman:
Definitely, there’s no need to reinvent the wheel. I didn’t want to sell myself short. I knew I had a lot to offer, but if I couldn’t provide a professional, cohesive experience, I wouldn’t be able to charge my value. I needed a process and strong client-facing documentation. I was in a position where I wasn’t jobless, so I didn’t want to take on the wrong projects while trying to build my business foundation. Listening to you talk about being sprawled out on a client’s floor with options A, B, C, and D—I knew better! But starting something new makes you feel inadequate, and it helps to have someone like you say, “This is acceptable,” and fill you with confidence.

Rebecca Hay:
I love hearing that! It’s rewarding to see how sharing my journey has positively impacted others. Starting the podcast and creating the course came from people asking for help, and I saw how much it helped them. I wouldn’t have thought to do it that way. Was Power of Process what you hoped it would be? How did it help you set up your business?

Ashley Bruggeman:
Absolutely! It’s a lot of information, but you get out of it what you put into it. One of the best things I got out of it was creating a clear, detailed process for each phase of design and a workflow. It might sound nerdy, but it gives me confidence and peace, knowing everything is under control. I created a spreadsheet of every single step and email, and now I have a framework I can implement. It’s not perfect yet, but it will be.

Rebecca Hay:
You’ll get there! Having the internal organization lets you focus on the external. You have a lot going on. You took the course, launched your business, and you’re a single mom. You’re also involved in politics. When you told me that, I was shocked!

Ashley Bruggeman:
Yes, I’ve always had some extra time and used it to invest in nonprofits. I’ve served on boards and worked with various organizations. I even ran for office once. It’s personal and emotional, and rejection is tough—like running a design firm but probably worse. But now that my son is entering his senior year, I have the time to invest in my business and dream big. I’ve built a strong network locally and am excited to leverage that for my business.

Rebecca Hay:
I can’t wait to see how that network helps your firm grow. Social media is essential, but your best clients come from your network. How have you started finding clients since launching?

Ashley Bruggeman:
It’s funny. I was at a hotel bar, and a woman asked what I did. My go-to response has always been sales in commercial construction. Then I remembered, “Oh, I’m an interior designer, and I have my own firm!” She responded, “I’m looking for an interior designer!” I realized I have to own it and tell people that’s who I am now. That turned into a consultation and a proposal review. You never know what can happen when you put yourself out there.

Rebecca Hay:
That’s amazing! Many designers struggle to say they own a firm. It took me a while to identify as an interior designer with a firm. Good for you for stepping out of your comfort zone!

Ashley Bruggeman:
You have to push past imposter syndrome. Each time you do, it gets easier, and you realize this is your identity. It’s okay to put it out there.

Rebecca Hay:
If you hadn’t taken Power of Process, where would you be now?

Ashley Bruggeman:
I wouldn’t be as far along. I need structure and organization. Without the course, I wouldn’t have had the content for a website or known how to attract inquiries. It set a foundation for me to move forward.

Rebecca Hay:
You even have a team listed on your website! That’s impressive for a business that’s just launched.

Ashley Bruggeman:
Yes, I have contract employees for administrative tasks and project management. It’s basic now, but it’ll evolve as projects come in. I’m figuring out what I can handle and what I need others to do.

Rebecca Hay:
Have you read Who Not How by Dan Sullivan and Dr. Benjamin Hardy? It’s about delegating to the right people so you can focus on your strengths. It sounds like you’re living it!

Ashley Bruggeman:
I haven’t read it, but it sounds like I should. Contracting is great because you’re not committed to a salary. You can scale as you grow and figure out what tasks you should be doing versus outsourcing.

Rebecca Hay:
Exactly! Outsourcing frees up your time for crucial activities like networking and designing. You’ve set yourself up as a serious professional from the start, and that’s going to attract your ideal clients.

Ashley Bruggeman:
That’s the goal! I don’t want to be seen as just a decorator. I had a friend who ran a yacht design business, working for kings and celebrities, and she complimented me on having a clear process and professional approach. That’s the reputation I want.

Rebecca Hay:
That’s incredible. Confidence really is key. It’s about owning your identity and being prepared to figure things out. I love your story and can’t wait to see where you go next!

Ashley Bruggeman:
Thank you, Rebecca. This has been such a great conversation. I’m grateful for your support and guidance.

Rebecca Hay:
It’s been wonderful having you. Do you have any final advice for listeners?

Ashley Bruggeman:
Yes, you get out of things what you put into them. Don’t treat your business like a hobby. Invest in it, put in the time and energy, and take yourself seriously. You’ll see the rewards.

Rebecca Hay:
Fantastic advice! Thank you so much for sharing your journey. Where can people find and follow you?

Ashley Bruggeman:
I’m on Instagram at @ashley_morgan_interiors.

Rebecca Hay:
Amazing! Thank you, Ashley. I can’t wait to see what you accomplish next!

Rebecca Hay:
That was an incredible conversation! Ashley is a prime example of taking the time to set things up properly before diving in. It’s a lesson for me because I tend to jump into everything headfirst. But there’s value in establishing systems and processes so that when the projects come, you’re ready. I hope you found this episode as inspiring as I did. Follow Ashley on Instagram to keep up with her journey. If you’re interested in Power of Process, it’s back this September. Visit rebeccahay.com/powerofprocess to learn more.