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Zoë Feldman has turned her relentless curiosity into a successful design practice that functions like a startup.

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During a recent Office Hour, the Expert revealed the lessons she has learned since launching her own firm, which now employs 40 people. Working through early challenges, her progressive approach to interiors embraces cutting-edge technology, prioritizes genuine relationships, and treats every project as an opportunity to innovate.

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Hosted by Olivia Black, VP of Trade, and featuring Gabrielle Savoie, Director of Brand Marketing and Editorial at The Expert, Zoë shared the secrets that have shaped her success. From mastering the art of making mistakes to building teams that exceed her own abilities, her insights reveal how authenticity is an essential ingredient for crafting a thriving business.

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“Curiosity has motivated me to develop my business. It’s the reason for my success.” —Zoë Feldman

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Make Mistakes

Zoë began her career at the iconic New York firm Mark Hampton. Her advice to those just starting out? Be a sponge and soak up as much knowledge as possible. "There is so much to learn from the companies that you're working for," she advises. After five years with the design house, the Expert struck out on her own. “I was so used to everyone wanting to help me, because I worked for this amazing company,” she says. “But when I started my own, I realized my name didn't hold any weight. No one wanted to hire me.”

She views these early missteps as essential education. "I made so many mistakes early on. I knew I had talent, but I wasn't hypertrained," she admits. There was a moment where I realized I had to do accounting, and I had no idea how to," she confessed.

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She embraced her knowledge gaps and used them as stepping stones. Her key takeaway from these hard-learned lessons? Cultivate an insatiable appetite for learning from others. "When I encounter someone whose professional life I admire, I attach myself to that person and ask them as many questions as they will allow," she explains. This approach has not only expanded her worldview but also built a network of influential mentors.

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Think Like a Startup

Zoë approaches running her firm the same way as a successful startup. "We've borrowed a few terms from the tech world, like ‘use case’. If you think about it, that's what we do. We build things for use," she explains.

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She has also embraced the benefits of granular thinking when it comes to project timelines. "I learned about lean management efficiency and the benefits of thinking in hours," she explains. "Time blocking and immersing myself in a task so I can offload it has been an important practice I've adopted."

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This innovative way of thinking has helped her maintain a client-focused perspective in everything the company does. "We start with a huge amount of programming. We have templates that trigger questions and help us understand how someone is going to live in a space. Before we design, we begin there."

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Embrace Technological Advancements

A startup mindset has led to the adoption of cutting-edge tools and processes. "I've always felt that progress is essential to growth," says Zoë. "We recently did a full-day AI training, which was incredibly interesting. We use it as a thought partner, to move tasks along more efficiently, and to generate photorealistic renderings. It saves so much time."

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For internal management, Zoë relies on tools that enhance workflow and boost productivity. "We utilize ClickUp to task manage and Slack internally to communicate," she says.

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Practice Authenticity

For Zoë, marketing is not something that came naturally. "I don't actually know how to market myself, but I know what I put out there needs to be mine," she says. "No matter how great your work is, people need to understand who you are."

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This extends to how she views her online presence. "I'm so raw as a person. If that doesn't show up in my branding or social media, I don't feel comfortable," she says. "The most successful designers are the ones who are authentic and show you the gritty process behind their beautiful rooms."

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Build a Team That Exceeds Your Abilities

Zoë tackles hiring by focusing on finding talent who complement and even surpass her skills in specific areas. "Hire people better than you,” she advises. “I get excited when I bring employees on with a skill set I don’t have. I want my employees to be better than me."

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Her current structure includes 5-6 design teams of 3-4 people each, with dedicated operations, accounting, marketing, and procurement teams. She also takes time to cultivate personal investment in her employees, creating a culture of mutual respect. "I really care about everyone on my team. If nothing else, I'm incredibly authentic."

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Know Your References

The basis for creating original work is a deep-rooted understanding of design history. "If you don't have that basic knowledge, you are already missing the foundation you need," she says.

Knowledge of historical references enables you to properly pay homage. "I was inspired by Mark Ronson’s TED talk about sampling music. You can sample someone's ideas without them feeling derivative. It's the difference between being inspired and copying," she notes.

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Cultivate Strategic Brand Loyalty

Zoë recommends concentrating purchases wherever possible. "You get a lot from loyalty. If you've spent a certain amount on a single platform like The Expert, and then there's a problem, they're going to be more apt to help you," she explains. This outlook toward vendor relationships motivates suppliers to go above and beyond to resolve problems quickly when they inevitably arise.

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Prioritize Customer Service

Despite the creative nature of her field, Zoë never loses sight of the service aspect of her business. "In the beginning, I placed a huge emphasis on customer service. I believe that there is not enough of it in our industry," she states. This has become a cornerstone of her practice: "I've always been and will remain client-focused.”

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Taking a page out of the Four Seasons’ book, she allocates an allowance to each team in her firm, specifically for client service. This strategy serves a dual purpose: it shows appreciation to clients while creating a sense of ownership among her employees. "The designers on my team are the ones dealing with the clients every day, they’re the ones in the know. Whether it's sending them a case of their favorite wine or flowers for their birthday, that relationship building makes the biggest difference," she explains. It’s no wonder that white-glove approach to service has landed her a loyal roster of celebrity clients, from Rachel Brosnahan to Beanie Feldstein.

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