Designer Heidi Caillier on Keeping Each Project Distinct and Building a Remote Team
At the AD PRO Design Dialogues summit, interior designer Heidi Caillier discussed how she avoids repeating herself by tailoring every project to the client's specific needs and preferences. She credited her fully remote team as a business strength, allowing her to hire top talent regardless of location. Caillier also described her 'limited options program,' a streamlined presentation that shows clients the full scope of work with only a few select choices to keep projects moving efficiently.
Caillier's path into interior design was unconventional, beginning with a master's degree in public health before she transitioned to blogging and then Instagram, where she now maintains nearly half a million followers. Her firm has grown to six employees, all working remotely, a structure that began before the pandemic when she hired her first team member through Instagram outreach.
Her product collaborations have expanded her reach beyond custom interiors, including a 63-piece collection with Lulu & Georgia and an upcoming textiles and wallpaper launch with Elizabeth Eakins scheduled for January 2027. Caillier's streamlined client presentation method, developed after a three-month design research phase, consolidates budget, timeline, and design vision into a single meeting.
This story may resonate with aspiring designers and small business owners who struggle with scaling creative work without losing artistic identity. Caillier's remote team model could influence how other design firms approach hiring, potentially expanding opportunities beyond traditional geographic hubs. Her "limited options" client strategy may also prompt reflection on how creative professionals manage client expectations while protecting their time and creative boundaries, though its applicability likely varies across different design sectors and client relationships.