Guiding the conversations that change the conversation.
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Business of Design™ Podcast | June 2023
Episodes 237/ 328: Refine Your Story with Ericka Saurit (~35 min each)
Listen in to my two-part conversation with design legend and BOD™ podcast host Kimberley Seldon as we unpack what it takes to create a brand in our industry.
Interior design professionals, while incredibly talented and hardworking are frequently not eloquent or succinct when offering their services or presenting their brands to clients. In this episode, the first of two parts, learn the 3 Es which will help you craft an unforgettable brand narrative designed to speak directly to your ideal client.
In this episode we learn:
why words matter more than ever (even in our highly visual industry)
where to start when creating your brand story
Ericka’s E3 Storytelling Framework: the key components of an unforgettable brand story
buzz killers like “full-service design” should be avoided
Listen to the episodes here:
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Designed for the Creative Mind Podcast | January 2023
Episode 085: Are you a Business or a Brand? with Ericka Saurit (40 min)
Designed for the Creative Mind Podcast host Michelle Lynne interviews Ericka Saurit, who began her career as an interior designer, and now as a brand marketing strategist focuses on helping interior designers transform their businesses into unforgettable brands through strategic storytelling.
In this episode, Ericka shares what a brand message is, why a clear and consistent brand message is one of the most valuable investments you can make in your marketing plan, and ways to conduct your own Brand Audit to make your message more clear and consistent.
Listen to the episode here:
Looking for the Marketing School podcast? Listen in on your favorite platform here»
July 1, 2026
How to use your portfolio to win your dream clients.
By Aidan Taylor
As your career progresses—and once you’ve established a healthy amount of professionally photographed work—there are a number of ways to showcase those images. The first thing to keep in mind, though, is making sure your portfolio is not a complete historical archive. “You don’t just put it all out there,” says Ericka Saurit, founder of the branding agency Saurit Creative. “Think about it as part of a positioning strategy for how you want people to see you as different [from others].”
Grouping by themes like wellness, entertainment, beachfront, new build or historic renovation may work better for designers who thrive in thematic rather than room-based categories.
“This way of organizing is a way of repositioning how clients think about you first, so it’s more of a sales tool, because you can reorganize things based on how you want people to find them,” says Saurit.
“You can do it by experience or by transformation. Treat it like a chance to do some storytelling on the portfolio page, because most of the time, your website is a sales tool.”
March 11, 2026
Why the design industry is putting people (and pets) back in photos
By Caroline Bourque
Interior design brand strategist Ericka Saurit recommends all of her clients get at least a few images featuring people during their photo shoots—not only to appease the Instagram algorithm, but also to appeal to potential clients.
“You don’t have to hire a [typical] model; you can hire people who represent the type of clients you want to serve,” says Saurit.
“If you serve multigenerational clients, I want to see people across different generations in those photos. Do they need to look like models? No, and that’s even better, because most of us don’t look like models. We want to see ourselves in the photography.”
One of her clients, Atlantic City, New Jersey–based designer Samantha Cury, followed that game plan and immediately saw a surge in business.
Recruiting friends and family, she organized a shoot in which every generation was accounted for—children, parents, grandparents—and photographed each room as a scene straight out of a Sunday night down the shore.
In the Media
Let me be perfectly clear.
A monthly column on brand messaging and marketing for interior designers who are done playing small.
Presented by Designers Society of America and written by Ericka Saurit.
“So many designers put most of their energy into Instagram because that’s where they are getting a lot of attention—or they see other people’s successes on the platform and think it’s the right channel for them, too,”
“But while it’s important to put the right narrative about your brand [on Instagram], we tell our clients that their websites could be working harder for them than they think.”
-Ericka Saurit, Message Received, Business of Home
Business of Home | How to use your portfolio to win dream clients, 2026
Business of Home | Social media is evolving. Here’s what designers need to know, 2026
Business of Home | Why the design industry is putting people (and pets) back in photos, 2026
Business of Home | What matters more, your personality or your portfolio? 2025
Forbes Magazine | Global Founders Retreat, Marrakech 2022
Medium | How to Build an Interior Design Brand, 2021
Business of Home | Can You Get More out of Your Website, 2021
“Instagram and most social media platforms are in a trust recession,” says Saurit Creative founder Ericka Saurit.
“There’s so much that can be generated by AI, even videos of people now, that you have to show up as a human being—your own imperfect, beautiful, natural self is what people really want, because that’s what they’re going to see when they’re working with you.”
Workshops
2026
Business of Home | July
Inbox Influencer; Build trust, demand, and desire through email marketing
Business of Home | May
The Million Dollar Marketing Playbook
Business of Home | March
2025
2024
Business of Home | November
Promotion that Pays for Itself: Planning your marketing budget for the year ahead
Business of Home | September
LinkedIn Live | July
Product Launches for Interior Designers
Business of Home | July
Business of Home | May
Business of Home | March
The Language of Luxury: The art + craft of marketing to your perfect-fit clients
Business of Home | January
Positioned for Profit: 5 Essential Strategies to Keep Your Project Pipeline Full in 2025
Business of Home | July
Social Storytelling: Decoding the Insta Enigma
Business of Home | January
Visual Storytelling: Translating Your Brand Narrative Into a Visual Style All Your Own
2021
Business of Home | April
Social Storytelling: Harnessing the power of Instagram
Business of Home | March
Email Marketing 101: Leveraging the power of the inbox to reach your clients directly
Designer’s Today Conference
Get Your Story Straight: How to create a brand messaging framework that shines online
SideDoor University
How to Nail Your Brand Message on Social Media
International Market Centers + International Textile Alliance
The Power of Our Stories: Crafting your unique brand story with a simple marketing framework
2022
2023
HPMKT | October
Becoming a Creative Renegade Workshop and Panel Discussion | Dawn Sweitzer Studios
Business of Home | June
The Designer’s Brand-Building Playbook: Transforming your business into a brand
Business of Home | January
Get Your Story Straight: How to craft an unforgettable brand message
“Ericka makes moderating look effortless and somehow always gathers the coolest people in one place. Truly a gift.”
-Genna Jacobs-Freeman, Co-Founder Space Design Collective
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2026 AI in Design Summit
Keynote | Relevance, Innovation & Evolution in the AI Era
HPMKT Spring 2026 | April
The Future of Craft in an Algorithmic Age | Amadi Collective
The Art of Selling to the Luxury Client | American Leather Showroom
Brand to Rebrand | American Leather Showroom
The Back of Your House Needs a Winning Team | The Point @HPMKT
Design, Media & Market | Crystorama Showroom
HPMKT Fall 2025 | October
Targeting the Next Generation of Affluence (CEU) | Verellen Furniture
Marketing, Messaging, and Science | Science in Design Symposium
Define Your Niche | American Leather Showroom
Own Your Narrative Workshop | American Leather
Design Partnerships in the New Economy | Regina Andrews Detroit
Lighting for Impact and Profitability | Crystorama Lighting Showroom
Get the YES and strengthen your design practice with neuroaesthetics | The Point @HPMKT
HPMKT Spring 2025 | April
From Interiors to Empire: Scaling your business beyond design | Unique Loom Showroom
Grit & Grace: Building a lifestyle brand with resilience & soul | Regina Andrew Detroit Showroom
Selling the Experience of Design: How designers communicate emotion, atmosphere, & intention | American Leather Showroom
Get the YES and strengthen your design practice with neuroaesthetics | The Point @HPMKT
Marketing Your Design Business in the Age of Algorithms | The Point @HPMKT
The Language of Luxury: How to craft a story-driven marketing approach that attracts high-end clients | Universal Furniture Showroom
Crafting Spaces with Color, Heritage, and Contemporary Design | Unique Loom Showroom
HPMKT Fall 2024 | October
The Brand Advantage: How to build an iconic interior design brand | The Point @HPMKT
Beyond Social Media: How to stand out in an oversaturated market | Hooker Furnishings Designer’s Theater
From Business to Brand: Finding Staying Power and Success through Storytelling | Vanguard Furniture Showroom
Building Your Brand (and loving the journey!) | Unique Loom Showroom
Guide to Design Summits: Where to Go and Who to Know | Odette Furniture Showroom
HPMKT Spring 2024 | April
The Role of Media in Shaping Client Expectations | Universal Furniture Learning Center
Mastering Brand Collaborations that Pay Off | Hooker Furnishings Designer’s Theater
From the Ground Up: How to build the business of your dreams | Unique Loom Showroom
Vacation Rental Design Summit 2024 | April
Keeping Your Project Pipeline Full: Mastering marketing for your VRD Business
Navigating Brand Collaborations
HPMKT Fall 2023 | October
Marketing for Designers: Tips from the Industry’s Top Agencies | Universal Furniture Learning Center
Vacation Rental Design Summit 2023 | April
Creating a Sense of Place: How design narratives build unforgettable brand experiences | High Point, NC
Slow Your Scroll: How to photograph short term and vacation rental properties | High Point, NC
HPMKT Spring 2023 | April
Niching in Vacation Rental Design | Universal Furniture Learning Center
HPMKT Fall 2022 | October
Becoming a Creative Renegade Workshop and Panel Discussion | Dawn Sweitzer Studios
HPMKT Fall 2022 | October
Designing for Vacation Rentals | Universal Furniture Learning Center
Design Influencers Conference 2022 | August
Email Marketing 101: Why your newsletter matters now more than ever | Atlanta Hilton Buckhead
HPMKT Spring 2022 | April
Swipe Right: The similarities between marketing and dating | Antique & Design Center
HPMKT Spring 2022 | April
Designing for Function, Families, and Furry Friends | Fairfield Chair Showroom
HPMKT Spring 2022 | April
Mastering Influence: Where storytelling and leadership collide | Universal Furniture Learning Center
HPMKT Fall 2021 | October
Get Your Story Straight! A simple framework for creating killer content for your brand | Universal Furniture Learning Center
HPMKT Spring 2021 | June
Social Storytelling: Creating a brand narrative that stands out online | Universal Furniture Learning Center
Ericka Saurit is an inspiring and motivating public speaker—frequently invited to lead industry discussions on marketing, brand strategy, and storytelling for trade events and design conferences around the world.
For speaking engagements at your next event, get in touch here >>