How Caitlin Flemming Turned Her Aesthetic into a Thriving Design Business

How do you turn a love of interiors into a business that grows through referrals, book deals, and a loyal client base? In one of the most popular episodes on the Imprint Podcast, interior designer and author Caitlin Flemming shares how she built her design studio from the ground up — starting with a blog, side income, and the courage to take on small projects that led to big opportunities. We talk about how she defined her aesthetic, found her first clients, and priced her services with confidence (after years of trial and error). Caitlin also opens up about creating two bestselling books ( Travel Home and Sense of Place ; she has another book coming out soon) with her mother, building a small but mighty team, and how she makes time for family while running a successful business. Whether you’re just starting out or looking to grow a creative practice on your own terms, this conversation is full of thoughtful insights, practical advice, and a refreshing reminder that your aesthetic can be your advantage — when you know how to use it. THIS EPISODE FOCUSES ON Catilin’s childhood growing up going to flea markets with her mother with a passion for interiors & antiques The joyful experience of creating her books with her mother How creativity was engrained in her childhood Her passion for travel & how this was developed in her formative years Studying business & marketing at university The threads of her journey showing up in her work Starting her interior design practice & getting her first client How one small job can create future work Why Caitlin chooses to charge hourly The value of word-of-mouth referrals Caitlin’s interior design process Her instinct for design & styling FEATURED ON THIS EPISODE Planning to design, renovate or build your dream home? Come join my FREE CLASS TODAY! Register here Caitlin’s website Caitlin’s new book Sense of Place Caitlin’s Instagram @caitlinflemming My course The Styling Masterclass Caitlin’s first book Travel Home Photographer Stephanie Russo Book Create by Ali Heath Business of Home podcast Sophie Ashby on Business of Home podcast The Interior Collective podcast Band Imagine Dragons Podcast production: Yaga Media This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit nataliewalton.substack.com

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How Caitlin Flemming Turned Her Aesthetic into a Thriving Design Business is an episode from Imprint with Natalie Walton by Natalie Walton.

This episode is 89:35 long.

This episode was published on Jun 23, 2025.

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