We were lucky to catch up with Katie Vogt recently and have shared our conversation below.

Hi Katie, thanks for joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

I know this will sound odd, but the story of how my business got where it is today started when I broke my knee in a skiing accident back in 2017. I had been working as a structural engineer for about a year when it happened, and knew I was extremely unhappy but I had never quit something before – it just was never an option that I have ever considered. I had minored in Interior Design in college so I knew I had interest there and also dreamed of pursuing it someday, but didn’t really have an idea as to how that would work out. I believe the skiing accident was divine intervention because it forced me to be still and really take a look inward at what I truly wanted out of life. It gave me the push I needed to quit my engineering job a month later and I quickly found a new job as an administrative director for a residential interior design firm in Sacramento. Basically, I would handle all the back-end processes and project management tasks for the studio. It was while I was working there that I started my business from the encouragement of my coworkers after providing some hand-lettered art for a holiday decorating project we participated in for our community. I got pretty successful with it too – providing signage, place cards, and even invite addressing for all types of events. So yes, my business started out as more of a decor/hand-lettering Etsy shop. Eventually, a coworker and I were let go from this residential design firm after almost a year. I had started going back to school to earn my Associates in Interior Design and my coworker started her own Interior Design business. She took me under her wing and I used my hand-lettering business entity to work as an independent contractor for her design business. I was able to get a feel for what it would be like to actually have my own business and I was basically interning for her as an Interior Designer. I was actually able to bring in a couple of my own clients too so that definitely boosted my confidence. Although I loved what I was doing, I wasn’t getting paid a salary so I eventually had to find another job, but this time it was for a commercial design firm. I started working for them part time so I could continue my residential work as well. I finally graduated with my Associates in 2020, became certified, and was able to turn my business into a full-service Interior Design studio. It has become the true definition of a side-hustle for me as I’m still working full-time now for the commercial firm as well. I’m really happy with where I’m at today and the opportunity, relationships, and creativity my business has brought me, alongside the work I get to do for my day job. My story is so all over the place that it makes me very confident that I’m on the right path – why else would I have gone through all of that if it weren’t so that I can be where I am now?

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

When people ask what I do, I like to start by telling them I’m an Interior Designer and Creative. I’m also a business owner and employee of a corporate firm here in Sacramento, but I’ve always felt more defined by my work than the businesses I provide the work for. All that to say, I love being an Interior Designer – I worked really hard and went through a lot to become one. I am extremely proud of the business I’ve created and that it has allowed me to entrepreneurially pursue my passions. My business, Aspen + Veda, provides full Interior Design services and E-Design for residential/single-family homes. When I say full Interior Design services, that can include everything from space planning to finish selections to furniture procurement for spaces that range from a small home office update to a large scale new home build or remodel. E-Design is more of a unique service that I offer, which is basically virtual Interior Design. You can send me pictures and measurements of your space and within a week or two, I’ll send back a package with design boards, color schemes, a shopping list, and how-to’s for you to complete the space in your own time, on your own budget, and in a way that works best for you. I love E-Design because it brings the luxury service that Interior Design is to pretty much anyone, whether your budget is big or small and whether your renting or are in your forever home.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

As a millennial, I feel like we all grew up with the general idea that if we wanted to be successful in life, we had to pick one career path and aim high by being a doctor, lawyer, engineer, etc. Most of my friends went to college, got degrees, and started working in corporate America, myself included. With the major rise of social media and “influencing” being so attainable, I think my generation as a whole very quickly unlearned this equation that school + corporate life = success. It’s really exciting to me that so much opportunity can come from anywhere, doing anything. I mean, there are people making a living off of posting videos of organizing their fridge! For me, my business and social media is such a creative outlet. The fact that I can actually monetize my creativity is what’s truly awesome about the outcome of unlearning this lesson. I also whole-heartedly believe that we’re not meant to do just one thing. Being able to work my day job, have a side-hustle, but also be able to have the options or recommending Amazon purchases or starting a podcast and have those bring me even more opportunity is such a cool part of being an entrepreneur and creative in today’s society.

What’s been the best source of new clients for you?

Originally, all of my business’s clients were just my friends – I would offer to design all their bedrooms in their apartments post-college graduation so I could build up a portfolio and to this day I actually get a lot of sorority sisters and past coworkers who reach out to me for design help. But I would say that overall I get most of my clients from referrals. I haven’t taken any business classes so I don’t consider myself a business expert in any sense, but after being in this field and owning my business for as long as I have, I’ve come to realize that success is like 90% about who you know. If there’s any key elements to this business-ownership thing it’s networking, being real, and being kind to everyone you come in contact with. You never know who could be a new client!

Contact Info:

• Website: https://www.aspenandveda.com/
• Instagram: https://www.instagram.com/aspenandveda/
• Other: TikTok: https://www.tiktok.com/@aspenandveda

Image Credits
Ashley Linnane