Alright – so today we’ve got the honor of introducing you to Elana Gaines. We think you’ll enjoy our conversation, we’ve shared it below.

Elana, looking forward to hearing all of your stories today. Do you take vacations? Why or why not?

Yes, I take vacations—but I didn’t always feel like I could. For a long time, I was stuck in a cycle where I felt on call for my clients 24/7. No matter how well I structured my project timelines, I couldn’t control when feedback or revisions would come in, which meant I was constantly tied to my inbox. At some point, I realized that wasn’t sustainable—I had built a business I loved, but I had also built a business that didn’t allow me to take any time off to recharge.

In order to keep going and keep growing, I knew I needed to make a change. I began owning my role as the expert and setting real boundaries with my clients. I learned that when you clearly communicate how and when you’re available, what your clients can expect, and what you need from them, you create a framework where they feel guided and supported—without feeling like they have to chase you down, and more importantly, without you feeling like you’re always on call. Clients actually respect strong boundaries when they trust you to lead.

I also decided to redesign how I worked. I used to juggle multiple projects at once, constantly bouncing between deadlines and deliverables, which made everything take longer than it needed to. But when I restructured my process so that I work in focused sprints—dedicating just a few days at a time to one project instead of dragging timelines out over weeks or months—I became much more efficient, eliminated context-switching, and most importantly, gained the ability to schedule my projects and truly step away when I need to.

If you’re feeling like you can’t take a break, start by asking: Where do I need clearer boundaries? Where is my process leaking time and energy? A sustainable business isn’t just one that makes money—it’s one that gives you the freedom to live your life.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’ve always been drawn to design—the kind that feels effortless but is actually deeply intentional. Thoughtful details, smart strategy, and a clear vision—when those elements come together, design becomes more than just aesthetics; it becomes a powerful tool for connection and success.

Similarly, the best brands and websites don’t just look beautiful; they tell a story, create trust, and make a lasting impression. In 2021, I launched Afternoon Creative to help creative entrepreneurs elevate their expertise and attract their ideal clients.

Through my signature process, I design and build entire brands and websites in just a few days—cutting out the drawn-out timelines and creating a strategic online presence without the hassle. My clients walk away with a brand that feels like them, a website that works for them, and the confidence to show up fully in their business.

Beyond my work, I’m a Virgo to my core—obsessed with details, efficiency, and making things work seamlessly. I also have a soft spot for historic homes and a good puzzle, which probably explains why I love what I do. I see branding as its own kind of puzzle—piecing together visuals, messaging, and strategy to create unique solutions for my clients’ goals. And when all the pieces come together the right way, it’s magic.

Looking back, are there any resources you wish you knew about earlier in your creative journey?

If there’s one thing I wish I had realized earlier, it’s that building a creative business doesn’t have to be a solo journey. In the beginning, I spent so much time figuring things out on my own—Googling, trial and error, second-guessing every decision—when what I really needed was a community of people who got it.

There’s something powerful about being surrounded by others who understand the unique challenges of running a creative business—whether it’s navigating tricky client dynamics, pricing your work confidently, or just having people to celebrate the wins (big and small) with. I believe in the power of community so much that I created the Designers Clubhouse—a space where interior designers, architects, creatives, and trade professionals can connect, collaborate, and support each other. Because when you have the right people in your corner, everything feels a little easier.

So if I could give my past self any advice, it would be this: Find your people sooner. Surround yourself with a community that pushes you, supports you, and helps you grow. Your business (and your sanity) will thank you.

Check out the Designers Clubhouse here: https://afternooncreative.com/community

What do you find most rewarding about being a creative?

I started my business because I know the power of good design—but I also know that not everyone sees it right away. I love showing my clients how design isn’t just about making something look beautiful; it’s about creating confidence, attracting the right people, and making a brand feel like a true reflection of the expert behind it. When design is done well, it works. It shifts perception, builds trust, and opens doors to opportunities that wouldn’t have existed otherwise.

And beyond the actual design work, what truly keeps me inspired is the people I get to meet along the way. Being part of a creative community means constantly being surrounded by big ideas, fresh perspectives, and people who see the world differently. When you bring like-minded creatives together, the possibilities feel endless—it’s a reminder that there’s always something new to build, something beautiful to create, and that the sky is the limit for what we, as humans, can do.

Contact Info:

• Website: https://afternooncreative.com
• Instagram: https://instagram.com/afternooncreative_
• Linkedin: https://www.linkedin.com/in/elana-gaines/
• Other: https://afternooncreative.com/community