The Key To Success In A Creative Business? Structure Says Design Guru Lydia Uzzell
Recently we had the honour of interviewing a wonderful past client, Lydia Uzzell of Lydia Uzzell Interior Design and sister-brand HÜIS, to learn about her journey into entrepreneurship as the first of our Lustic Leaders series.
Our founder, Sophie Prior, sat down with friend and boss lady, Lydia Uzzell, to talk through what it takes to be in business in today's world, how she defines success, the biggest challenges in opening up a storefront in Cayman and her creative process; in the hopes that it helps you in your business ventures for 2020 and beyond.
How did you start Lydia Uzzell Interior Design? Take us on the journey!
In 2007 I was working in Christchurch, New Zealand as a spatial designer/interior architect and, through a friend of a friend, I heard of an interior designer job in the Cayman Islands. After lots of googling {to learn a bit more about Cayman than just mudslides} and a long journey across the globe, I landed in Cayman and began my Caribbean interior design journey. After working with another design firm, I decided I wanted to go out on my own and create a business that was driven by the simple goal of providing great interior design service. By focusing on the design service instead of the brands I was sourcing, I would be able to help clients with any budget by sourcing all types of furniture and home goods. And with that, the business was born, from my spare bedroom at Sand Cay!
What’s your creative process? Anything you do to get the creative juices flowing?
Our creative process always starts with the client and for every design project there are two main goals:
To fully capture the essence of our client; and
To make sure it doesn’t feel prescribed.
In order to really nail a project, we focus on understanding a client to determine not just what they love, but why. I love reading people and it’s something that I think I’m good at, but it is a lengthy process that requires patience from us and our clients. It’s about asking the right questions and going deeper into “why” a client might like or dislike something. Of course, pictures help, and we always ask clients to pull together their initial ideas on Pinterest as a visual representation of what they are trying to achieve. And we take it from there!
I feel lucky that I enjoy educating our clients and making them understand why something is good for them and how they will benefit from it - part of what we do as designers is to push clients past their comfort zone to get to a result that exceeds expectations. Generally, clients come to us because they like our style, but we love to be challenged and take on projects that aren’t our “typical” style to create beautiful, and really functional design.
What have been your biggest learnings as a business founder and owner?
One of the biggest things to remember is to believe in yourself. I’d also say it’s really important to have a long term dream - write it down, define it, break it into bite-sized pieces, and go back to review it at a later date. Four years ago I went to LA for a workshop and wrote out a plan, I recently found the paperwork and realised it’s all come to fruition. It was such an exhilarating feeling, especially as at the time I wrote out the plan I was working out of my garage {albeit a very nicely designed garage)! It was such a good reminder to always have a plan, even if it feels outrageous, just write your dreams down. I’m now ready to make a new plan!
Something I’ve also learned as a business owner and team leader is that sometimes you need to just pick up the phone or talk through a situation. Sometimes it can feel like you’re not allowed to have a bad day in business ownership, but it is inevitable that things won’t always go to plan. Owning up to it, acknowledging it, saying sorry, making sure it doesn’t happen again, that’s what matters.
“ It’s really important to have a long term dream - write it down, define it, break it into bite sized pieces, and go back to review it at a later date.”
What makes your brand different from other interior design businesses?
Our USP, what we focus on and what makes us different, is our service. In the last year I’ve employed one person solely to focus on our processes and our procedures - how can we be better and how can we improve our customer service.
If our clients are happy, that’s really all that matters.
How do you define success?
That’s a really hard one but what it boils down to, both on a personal level and a professional level, is being happy. Ultimately that’s all that matters for me, my team, my clients, my family {and also recognising that I’m not responsible for all of that}. I love our team, I love this job, I love our clients, I love my husband, my family, and we’re all happy, most of the time, so that feels like a job well done.
How do you balance being a designer and managing a team?
I don’t! One thing I have implemented in the office, which was met with a little bit of resistance but has ultimately been welcomed by all, is “periods of high-efficiency output”. From 10:00 to 12:00 and 2:00 to 4:00 we don’t interrupt each other, allowing for two small windows in the day to really get your head down, turn your email notifications off, turn your pings to silent and get into your creative flow.
To make sure it’s realistic and sustainable, every morning at 9:00 we have a quick 15-minute meeting where we run through our day so everyone knows what’s happening across the team, and so we’re all aware of any deliveries or demands on us. From 9:15 - 9:30 I meet with the design team to run through their specific projects, and then we get down to creative business! Of course, there are times that we are collaborative and creative together, but it’s a balancing act and there’s definitely a benefit to having structure.
How do you choose which projects you’re lead on?
It’s partially down to the style of the project, and partially down to who would be the best fit with our clients. I try to determine who will flourish the most on each project and go with that - even if it’s something I want to do myself, that’s part of being a leader and trusting your team. I always have oversight on the projects so luckily get to be a part of the design journey in some way.
What was the journey to opening the HÜIS Storefront
I’ve always wanted a store! I used to manage a clothing store in a previous life and I loved the regular interaction that came with styling my clients, helping them in a way that boosted their confidence and had an impact on their life. And I feel the same way about design. I love helping people create an oasis at home that makes their life that much more inviting and comfortable, especially when the world feels so crazy, to have this cocoon that you come home to that feels completely yours is incredibly empowering.
I am obsessed with the idea of making design affordable and accessible to everybody. I wanted to create a store that was a curated collection aimed at helping people at every price point, and that’s really how the online HÜIS store came about. But even with an online store, people want to see, feel and touch items before they buy and that’s how the HÜIS Storefront came to be.
After saving up to complete the refurbishment of our building {we had already been running LUID in the space upstairs for almost two years), we were ready to launch the HÜIS Storefront, and I LOVE it. Justin (my husband) and I deliberately work together on the shop floor on Saturdays to spend time getting to know our customers, and really relish that time together here in our business.
Why the different name for HÜIS?
I wanted to create a separate brand to Lydia Uzzell Interior Design, to create a more introductory price point and to provide a slightly different experience - perhaps to those who haven’t thought of using a design firm for their home project or who enjoy designing their own home.
What has been the biggest challenge in opening a store? Any particular #islandproblems?
We didn’t have any major issues opening the store, as we’d planned it for so long my type A personality and over-organization came into its own! The biggest challenge was managing the workload involved in opening the store as there was a lot more to do than I’d thought there would be.
We were lucky to have some amazing people to help, including my Dad who has significant experience in multi-national retail computer systems - it’s come in very handy! The hardest thing has been keeping the shop well stocked as things have been selling out faster than we imagined!
Any exciting plans for any new services or products in 2020?
So much! We’ve just refreshed the HÜIS Storefront with tons of beautiful new items - it’s so much fun to style.
We have some exciting educational sessions that we’ll be launching soon, to encourage those with a passion for interior design to come and enjoy a two-hour seminar led by me. It’s something I used to do in New Zealand, answering peoples frequently asked questions on kitchens and bathrooms, and it was a real hit so I can’t wait to bring this to Cayman.
“What it boils down to, both on a personal level and a professional level, is being happy. Ultimately that’s all that matters for me, my team, my clients, my family {and also recognising that I’m not responsible for all of that}.”
10 Rapid Fire Questions with Lydia Uzzell
First thing you do in the morning?
6 AM Snuggle with my husband and dog, meditate in bed {love the Insight Timer app}, have a shower, do my makeup while listening to the Blinkist app, then off to work {I skimp on breakfast}.
Dog or cat lady?
Dog
Favourite tipple?
Maple, rosemary, whiskey-sour
If you could have only one meal for the rest of your life what would it be?
Pizza {Le Vele is our fav!}
One design detail you couldn’t live without?
Soft-close {everything, toilet, cupboards, all of it!}
How do you like to unwind after a long day?
In a dream world a book and hammock, normally with a drink {see my favourite tipple} or a date night at the Brasserie
Last place you vacationed?
New Orleans
Where are you travelling to next?
Orlando with nephews 9 and 5
Advice you'd give your 21-year-old self?
You’re beautiful.
A favourite quote or saying?
Be kind for everyone you meet is fighting a great battle - Plato
ABOUT LYDIA
Lydia Uzzell is the founder and owner of Lydia Uzzell Interior Design {a full-service design firm} and HÜIS {a home furnishings and décor store} based here in Grand Cayman. She is a wife, dog-mum and people person grateful to be doing what makes her happy every single day.
Lustic Media was grateful to support the HÜIS team with bespoke social media training as well as content creation and influencer marketing via Lustic Life.