Alright – so today we’ve got the honor of introducing you to Melissa Fields. We think you’ll enjoy our conversation, we’ve shared it below.
Melissa, thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
Our mission: transformation. I am truly in the transformation business. Home is your safe place, your sanctuary, your comfort. The way you feel about your home affects mind, body, and soul. I firmly believe that if home isn’t right, nothing else will be right. It’s not about just making a space pretty, but making it functional for those who will be using that space. Does it work for how YOU live? Does it make sense? How can we improve the flow or incorporate more natural sunlight? These are just some of the questions we address and really think through. If you want someone to just throw something together and re-create what you see on Pinterest, then we’re probably not a good fit for you. We love creating unique spaces, not just replicating what everyone else does because that may not necessarily fix your design problems.
Our design studio enjoys working with high-performing professionals who don’t have the time or expertise to manage and execute a design or remodeling project. Those who value good design, high quality, and understand the value that a professional interior designer brings to the table. We appreciate those who want their project done right and understand that this is an investment in their home.
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 background and context?
I am a retired Air Force officer who served my country for 20 years. I am a wife, a mother of two boys (ages 24 and 18), and business owner. I am the owner of a boutique interior design studio in San Antonio, Texas. We primarily offer residential interior design, remodeling, and new construction services, but also help with smaller commercial projects as well.
Interior design was always my passion throughout my military career, but I always tell people that the Air Force would never pay me to design spaces (even though they should’ve with all the asbestos present in a lot of the old buildings we worked in). So, design was my side hustle while wearing the uniform. When I was about two years away from retirement, I made the decision to start my own business and live out my dream. I took as many business classes as I could while still on active duty. I wanted to learn as much as possible about the business side of what I would be doing.
I retired in 2018 and the business started out providing staging and redesign services, but I quickly knew early on that this was not for me. I didn’t want to just style a space to appeal to the masses…but rather, I wanted to create fresh, unique, and beautiful spaces that my clients would be able to enjoy for many years to come!
That’s when I pivoted and began to focus on interior design. Although I wasn’t formally trained, I knew I had the eye for design. I knew I loved working with people and creating something new. Home is such a personal space and I wanted give my clients a home that reflected their personality and how they lived. Even though I had the eye, I wanted to have a firm foundation and get a true understanding of the basic building blocks of design. So, I completed the interior design program at the New York Institute of Art and Design (NYIAD) and received my certification in residential interior design.
What I’ve learned in the almost five years in this business, is that each client and their needs are different from the next. I love the creative challenge of providing my clients with a functional and beautiful space that is unique to them. There are several designers in this industry that are not formerly trained and are killing it! I believe that you must have the eye and the raging passion to do this. It can’t be about the money or else the business will fail.
I always say, designers don’t just pick paint colors and fluff pillows, we take care of everything from design development, to purchasing, to project management, all the way through to installation – soup to nuts! We do it all so the client can focus on the things they want to invest their time in and not be stressed out about a home project. Our studio is intentional about everything we do ensuring we provide an excellent client experience. No project is perfect, but our process remains the same and clients really appreciate that. They are educated about the process and how things work from start to finish, so they know what to expect. Communication is crucial! Having that military experience to draw from has helped me tremendously in how I run my business and I’m so grateful to have had those tools in my toolbox. I’m also incredibly grateful for the amazing team of trades, contractors, vendors, and designers I work with! Without them, our design studio wouldn’t be able to execute our vision for each space. It truly does take a village.
I would say, what I’m most proud of is having made the decision to take a leap of faith and pursue my passion of interior design. So many people allow fear to paralyze them (and truthfully, I was there too for a little while) and they never get to fulfill what they were created to do. But the key is not to stay there. God has truly blessed me and this business and has given me the strength to keep going even when it was hard and when it would’ve been easier to give up. I am proud of pushing through a pandemic when so many businesses failed or closed down, but we continued to thrive. The year before the business actually took a loss, so 2020 was truly a blessing in terms of increasing clientele and revenue for the first time. It certainly wasn’t easy and still isn’t, but I have a different outlook now. Instead of a lack mindset, I’m sitting on the edge of my seat excited about what God has in store for this business!
As we continue to grow the business, we want prospective clients to know that we are intentional and all about the details with each project, we work with integrity in all that we do, it’s a partnership where they are a team member working in collaboration with us, and oh by the way…we are a lot of fun to be around! Shouldn’t that be the best part?
At Shades of Gray Design Studio, we want to bring comfort and luxury into your space. We want to create a home that is cozy and fun to hang out in. We want it to be a place you enjoy day after day, year after year…where your family and friends are wowed when they come visit – and definitely a spot where you won’t mind a staycation or two.
Where do you think you get most of your clients from?
Getting leads and gaining new clients is different for everyone. The best source of new clients for me is Houzz (www.houzz.com). I get about 98% of my leads from that platform and have a high conversion rate. Aside from our website, I think it’s a great way to showcase our work and raving reviews!
Interior design is such a visual industry so people want to see your work. It’s a luxury service regardless of what some people may think. It’s a large investment in your home so homeowners want to feel comfortable with who they’re hiring. Houzz displays our projects, provides a link to our website, awards, client reviews, and credentials. Prospective clients can get a really good feel for our aesthetic, customer service and quality of work.
As the business owner, Houzz has even asked me to be a part of some of their articles and video series about interior design. That was really fun and it also increases our credibility as experts in this industry!
What’s been the most effective strategy for growing your clientele?
I would say besides using a platform like Houzz, the most effective strategy for growing my clientele is networking and telling people what I do. What I’ve learned is that people won’t know you exist unless you put yourself out there. Often times, when I’m engaged in a conversation with someone they’ll ask what do I do for a living, When I tell them I’m in the business of transformation – designing people’s spaces, they are intrigued. Either they have been wanting to find someone to help with their design needs or they know of someone who’s in search of an interior designer.
So even though I don’t always like to go to events, I know that I need to. It’s all a part of business and getting to know others and what they do. You never know what kind of relationships you can build with people. It’s an opportunity to help grow each other’s businesses and ultimately be of service to people.
Contact Info:
- Website: www.shadesofgraydesign.com
- Instagram: @shadesofgrayinteriors
- Facebook: https://www.facebook.com/shadesofgraydesign/
- Other: Houzz: https://www.houzz.com/pro/melissa1641/__public
Image Credits
Photographer: Mallory Hewitt (Hewitt RE Photography)
Creative Sparks Image