Alright – so today we’ve got the honor of introducing you to Kristen Apicerno. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Kristen thanks for taking the time to share your stories and insights with us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
After years in the design field, it became clear the client’s project experience during the onboarding, design development phase, and renovation/execution is just as important as a spectacular result. We also came to fully understand that clients feel less stressed when they know what’s happening first, next and last, and when their budgets and timelines are honored. Some designs take 1-2 years to complete which means you’re working with clients, side-by-side for a long while. Even if creatively, the design concepts are executed well, if the journey to the finish line is a nightmare, it will sour the overall project success. The process lasts much longer than the high from the final reveal, so we put incredible effort into making it as seamless as possible.
We have a couple “house rules” that guide our daily client interactions. We believe in transparency, clarity, and straightforwardness. We sweat the big stuff and the tiniest of details. And, while we’re all business when it comes to achieving a client’s goals, there’s plenty of room for fun which makes the whole process that much more enjoyable.
Our mission is to create effortlessly chic, down-to-earth spaces that feel unmistakably like our clients. Our name was chosen to reflect our design style which symbolizes luxury, clarity, and authenticity. We’re not about designing picture-perfect interiors that only work in glossy magazines; we’re about creating spaces that fit the beautiful chaos of real life. Our core principle has always been unmistakeable; we design homes, not museums.
GHDG, with an unwavering commitment to crystal-clear communication and a see-through approach to collaboration, offers a proven client experience that enables us to consistently deliver repeated successful projects.
Kristen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I began my design career in the Greater Boston area by working with one of the nation’s foremost interior designers and HGTV and Food Network television host, Taniya Nayak. My long-time goal was to build a design firm of my own that focused on creating modern classic interiors with an edge. As I gained momentum doing just that, my mentor, Taniya, provided invaluable support and guidance along the way. Meanwhile, in Houston, my childhood friend of 30 years, Diane Landers, was forging her own industry reputation working with Elle Decor “A-List” designer J. Randall Powers, an esteemed, luxury interior design firm. Following a girls’ trip to New Orleans, full of beautiful architecture and interior design conversation, we decided it was time to put our collective talents and like-minded client service approach to use.
In early 2024, my full-service residential interior design firm, Kristen Apicerno Interiors, expanded into the Houston market and rebranded to become Glass House Design Group. Principal Designer, Diane Landers, heads up our Houston office while I oversee the company and GHDG’s home base in the Boston area. Diane and I worked for months to uncover our brand voice and find ways to convey our unique story. We knew unveiling our firm’s personality was key for helping us stand out, attracting the right target audience and for making our brand relatable to prospective clients.
What sets us apart from other designers is that we’re very much focused on the business part of what we do. Now, that may not be the sexiest thing I could say, but it’s crazy important; for the health of our company and the health of our projects. Prioritizing the business (and not just the creative practice) helps tremendously with repeat and referral clients, which make up the majority of our projects.
Only about 20% of running a design firm is creative. The other 80% is managing tradespeople, labor and renovation timelines, sourcing, presenting, technical drawings, client/vendor relationships, deliverables, addressing and reconciling deficiencies, accounting and marketing. In other words, if you’re not on board with the “business” of design, it’s going to be really tough to become – and stay – successful. Because GHDG is operationally sound, clients can trust us to manage their budgets, timelines and run their projects like clockwork. But, they can also count on us to deliver the goods, too… like layered, warm, sophisticated interiors.
I’m so proud that Glass House Design Group brings both the brains (a seamless design experience) and the beauty (refined, thoughtful spaces) to every project. Clients need and deserve both to feel they received the concierge, luxury service they signed up for. As a bonus, it makes the job much more enjoyable for us, too!
How do you keep in touch with clients and foster brand loyalty?
During our design development phase we ask our clients to complete a survey that helps us uncover their design preferences. We also ask about their musical and home fragrance tastes, birthdays, favorite vacation spots and much more. This information is used to help us better understand them and to personalize their designs through artwork, decor, and even the music we play at the reveal. We’re good about noting birthdays and other special dates in our company calendar and make a point to reach out during those special times just to say hello. The other day I was sourcing artwork for a new project and came across something I knew one of my all-time favorite clients would love. Even though she doesn’t have an active project with us, I sent her the art link to let her know I was thinking of her. Those tiny, sincere gestures go a long way – especially when you’re not expecting anything in return.
How about pivoting – can you share the story of a time you’ve had to pivot?
It’s never too late to pursue a more fulfilling path, which is why interior design is my second career. Prior to, I graduated from Northeastern University with a degree in broadcast communications and after, spent 15 years working in advertising and marketing for a commercial radio station group in Boston. We were well compensated and I learned invaluable lessons about life and business from my time there. But, I found the soulless work deeply unsatisfying and it hijacked my every waking hour seven days a week. After the birth of my second son and trying to maintain zero work/life balance on a sleep-deprived brain, I realized something had to give. We sold our dream home, downsized our house and lifestyle and I left the workforce altogether until easing back in a couple years later. It was the scariest, but best decision I ever made. Family and media friends thought I lost my mind. Earning less money than ever, I felt like I won the lottery! Not only did I get to spend every day with my baby boys but I also finally felt mentally whole – like my spirit was being fed. I was able to pause to consider what my next move would be and what I wanted, instead of what was required to afford a lifestyle. I know not everyone is in a position to be able to do that and I’m grateful we could. That winding, unpredictable road led me right to where I was supposed to be.
Contact Info:
- Website: https://www.glasshousedesigngroup.com
- Instagram: @glasshousedesigngroup
- Facebook: @glasshousedesigngroup
- Linkedin: Glass House Design Group
Image Credits
All interiors photography is by Jessica Delaney Photography.
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