EP 447 | From Overwhelmed to Overjoyed: Five Business Lessons Every Interior Designer Needs with Diana Wagenbach

September 23, 2025

Listen Now

<

Some of the most valuable business lessons come from hard-earned experience—and in this episode, interior designer Diana Wagenbach shares the insights that transformed her business from overwhelmed to overjoyed. Kimberley Seldon sits down with Diana to break down five game-changing takeaways that every designer can apply, no matter where they are in their journey.

Diana talks about why waiting for the “perfect system” only slows you down, and how starting with the tools you have can spark real momentum. She sheds light on one of the biggest profitability killers in the industry—not tracking your time—and explains how consistent time-tracking leads to accurate estimating, healthier margins, and fewer surprise losses. The conversation also includes a candid look at saying no to the wrong projects, hiring with intention, and letting go of the myth that doing everything yourself is a badge of honor.

If you’re ready to streamline your workflow, increase profitability, and build a business that feels lighter and more joyful, this episode is packed with honest, practical advice you can use right away.

In this episode you will learn:

  • Why you shouldn’t wait for the perfect time or system—start where you are
  • The financial cost of underestimating time and failing to track your hours
  • How consistent time-tracking protects your profitability and improves project estimating
  • Why you must stop saying yes too soon (and too often)
  • How hiring without defined roles leads to confusion and costly mistakes
  • Why “doing it all” isn’t a badge of honor—and what to focus on instead

 

DESIGN INTERVENTION

If you want to go fast, go alone. If you want to go far, go together.

 

RECOMMENDED READING

A Guide to Business Principles and Practices for Interior Designers by Harry Siegel, CPA with Alan Siegel, Esq.

 

WATCH ON YOUTUBE

About Diana Wagenbach

With a background in marketing from Loyola University Chicago and formal training in interior design from the School of the Art Institute, Diana Wagenbach brings both strategic insight and creative vision to her namesake firm, founded in 2020. Known for her refined, intuitive approach, Diana leads every project with a clear purpose: to craft spaces that feel effortlessly serene, deeply personal, and quietly luxurious. Her hands-on involvement ensures each design reflects the client’s individuality, all while honoring the firm’s signature aesthetic—timeless, natural, and quietly compelling.

www.studiowchicago.com

Instagram | LinkedIn

Thank you to our podcast sponsor, Aquavato!

Aquavato is a trade-focused plumbing showroom in Toronto designed to support interior designers with expert product guidance, educational support, and concierge level service. Inside, the House of Rohl Studio has curated selections of Perrin & Rowe, Rohl, Shaws, Victoria + Albert, Emtek & Schaub.

Learn more about the Aquavato Trade Program at aquavato.com.

Subscribe to the Podcast

Legal Disclosure | This podcast is for educational purposes only and should not be used for any legal decisions. Kimberley Seldon Design Group, Kimberley Seldon Productions Inc., Kimberley Seldon Design and Media, Inc., Business of Design™, or any of its affiliated companies or staff is not responsible for any errors or omissions effecting accuracy in any content, and they will not be held liable for the use or misuse of information, facts, details or any other aspects should there arise any defects, errors, omissions or perhaps inaccuracies. Extensive research has been conducted to put this podcast together for the purpose of educating our industry in order to better serve the public. Care has been taken to acknowledge ownership of copyrighted material. The advice and strategies contained herein may not be suitable for every situation. This work is offered with the understanding that we do not render any legal, accounting or other professional advice. Seek the advice of a lawyer and/or other competent professional person in all matters of law. Further, listeners should be aware that internet websites mentioned may change or disappear between when this was recorded and when it was listened to.

|