Guest Blog: Working with an interior designer with Karina Lon

Working with interior designers and getting your work into people’s homes, into public and corporate spaces can be very rewarding – financially, creatively and give great validation to the work you produce.

Many creatives might not think about this as an income stream; they don’t know if their work would be suitable, how to approach interior designers, and whether it is financially viable.

We recently invited interior designer Karina Lon, to come and speak to our Business Club members about her studio, how she works with creatives and how creatives can promote their work to interior designers. Karin also runs her own product company so it was great hearing her advice form ‘both sides’. Karina Lon Interiors is a London based full-service interior design studio known for its personal yet timeless approach. The studio is focused on providing value to the client long after the service has been completed, creating spaces that are not only beautiful but also help to tell the story of the clients and stand the test of time.

With expertise in interior design, interior architecture and procurement, the studio has a holistic approach to crafting refined spaces made for comfortable living.

In this blog post, Karina shares her tips for working with interior designers from sending them details of your work to maintaining a good working relationship.

Please can you share your own business journey with us? How you got to what you do now?

‘I’ve always been a creative person, but I believe it was my mom’s passion for interiors that truly sparked my love for beautiful spaces. This inspired me to pursue interior design at university, and I started practicing professionally 18 years ago. In 2011, my eldest child and I moved to London to join my husband, where I had the chance to work with several renowned high-end residential designers and developers.

Just before the pandemic, the company I was working for shut down. Around the same time, I began exploring the Philippines for unique items I could introduce to the UK market. Immersed in the high-end industry, I quickly realised there was potential for a wide range of products. This led me to co-found Kubo Curated with a friend, with the goal of showcasing Filipino craftsmanship to a broader audience and providing more opportunities for local artisans.

During the pandemic, my side business stalled, and I chose not to pursue new job opportunities since I was focused on homeschooling my two daughters, who were 11 and 2 at the time. My hands were full, but then a friend found herself stuck in the middle of her renovations, which led me to help her with design work. Eventually, this experience led me back to working for myself again as a designer’.

What interior design services do you offer?

‘I offer consultation services and full interior design services.

Video Consultation

This is a stand-alone, information-packed consultation. Great for those feeling a little stuck and need direction. I usually bounce ideas around with a client and oQer professional suggestions to give clarity on how one can proceed with their project.

In-Person Consultation

This in-person consultation is for those who prefer to meet face-to-face or could also form the foundation for the Full Interior Design Service. I discuss the client’s wishlist, budget, and what they’d like to incorporate into the new space, exploring ideas and options that feel tailored to fit their lifestyle.

Full Interior Design Service

This involves the designer’s input from concept to completion of a project’.

What kind of style do you offer?

‘I don’t follow a specific style or trend; instead, I focus on blending different styles that complement each other, reflecting the client’s personality, weaving together various materials and textures, mixing the old with the new.

I believe that great design strikes a balance between beauty and comfort, and, above all, it should be personal. Especially in residential design, a home should be a true reflection of those who live in it. My role as a service professional is to understand the client’s desires and needs and then propose the best way to bring their vision to life. It’s especially rewarding when I can introduce them to something they hadn’t considered before, only for the end result to be better than what they imagined’.

Who are your clients?

‘My clients vary from mid-market to high-net-worth individuals’.

How do you find your clients?
I’ve gained some clients through platforms that connect designers to clients, though I haven’t used them in the last 2-3 years, partly due to their high fees, but also because they did not generate many leads. A few have found me through online searches on my website, but the majority have come to me via word of mouth. I believe strong working relationships not only lead to repeat clients but also generate new ones, which is my preferred way of networking. There is definitely more room for marketing and social media, but I am happy with how my business is growing organically’.

How do you source the interior pieces you use? And what kind of pieces do you look for?

‘I naturally start with those I already know and have worked with before, as I trust their work and am familiar with what they offer. This could range from hard finishes, lighting, furniture to soft furnishings, accessories, or artwork. What I source depends on the specific design needs of the project, but occasionally, I may require something I haven’t used before or something truly unique’.

Do you have a directory of people you work with? How do you find people to work with?

‘Having worked in the UK design industry for the last 13 years, I’ve established a good network of trade suppliers, professionals and artisans. However, I still discover new connections regularly through Instagram, Pinterest, and word of mouth.‘

Do you like artists and makers to approach you?

‘Absolutely, yes! This is because they may have something I’m not yet aware of but could use for a current or future project. Interior designers are always on the lookout for unique pieces that can elevate a space’.

When they approach you is a look book helpful?

‘This would be incredibly helpful. A look book allows us to envision how your pieces could be integrated into a space. If you have a product catalog with details on specifications (such as sizes, materials, lead times), that’s also very useful!

I’d like to pick up where I left off earlier when I was introducing Kubo. Having worked in the industry, I had already collaborated with several suppliers and had identified a few that seemed aligned with the pieces we wanted to offer. At first, I was quite nervous to approach them, but I thought, ‘What’s the worst that could happen?’

So, I took a leap and emailed my contact at The Invisible Collection, introduced our products, and even sent two cushions in a lovely bag as a Christmas gift in 2019. The response was overwhelming—they loved the pieces and wanted to see more. They requested the price list, product photos, in-situ shots, and so on. Then, of course, COVID hit, and like many of us, 2020 was a tough year with little to no income. But when the markets reopened in 2021, orders began pouring in. It’s been an organic growth journey for us, and now our pieces are available on The Invisible Collection, as well as on 1st Dibs and Abask. We also made our debut at Decorex this year, and we now receive direct orders as well’.

That said, we also have a product catalogue on our website – and we had a brand video made to show how our artisans make our pieces’.

What timescale do your clients usually need or do you buy from stock?

‘It really varies from project to project. I have one client who needs everything in stock right now, while another may not be ready for a year. Ideally, we aim to start sourcing bespoke items 8 to 16 weeks before completion. So, if artists can turn things around in 2 to 4 weeks, that would be fantastic. If this feels tight, do not be disheartened as there are clients who are willing to wait longer for pieces they absolutely love’.

Do you work with mural artists and / or large scale sculptural artists?

‘Absolutely. In fact, I’m currently working on a small powder room tucked under a staircase, where wallpaper with a lovely pattern was considered. However, because of the irregular ceilings under the stairs, installation would be a challenge, so we’re now considering muralists. Working with muralists definitely opens up more possibilities for designers when it comes to wall/ceiling treatments, as well as truly bespoke designs’.

Can we talk a bit about finances? How does it work when artists and makers work with you?

‘For me, if a client likes a piece I’ve recommended and is happy to pay the maker directly, I simply connect them and the client pays the maker directly. I don’t take any fees for this, as I consider it part of my design service—whether that’s a consultation or full design service—to suggest these pieces.

However, if the client prefers that I handle the procurement on their behalf, I charge a fee for this service. The same applies if I’m working with a maker on a bespoke piece, such as assisting with design development or reviewing progress drawings—I would charge a fee for that, which would be passed on to the client.

As for commission, I do not require any commission from the artisans I collaborate with’.

Finally, how would you recommend artists and makers find interior designers to approach?

‘I would recommend reviewing this esteemed list of designers and reaching out to them or any designer you come across on Instagram or Pinterest’.

You can keep up to date with Karina’s work via her Instagram feed.