We recently connected with Novi Leon and have shared our conversation below.

Hi Novi, thanks for joining us today. Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?

When I launched 201 Lofthaus, I had no idea where to begin when it came to finding our first client. Social media seemed like the obvious place to start, but it felt daunting. I wasn’t a “social media person.” My personal Instagram had maybe 200 followers, mostly friends and family back in New York, and we were opening our space in Houston—where I didn’t know any creators. The pressure was on. I kept thinking, What if no one books? I needed this to work.

Step One: Starting from Scratch
So, I started the Instagram page from zero. I didn’t have a blueprint, so I began trying things out. Posting on Instagram, creating reels, following people who may be interested in our space but honestly, traffic was slow at first.

Step Two: Getting Personal
I knew I needed to do more. I started searching for Houston-based photographers and creators, messaging them one by one. I introduced myself, mentioned what I admired about their work, and interacted with their content genuinely because their talent truly impressed me. I invited some of them to come and check out the space—no strings attached.

Some creators agreed to shoot in our space and that was a game-changer. Not only did I get invaluable feedback on what they loved and what could be improved, but they also started sharing their experiences with others. Their suggestions helped me refine what I showcased on Instagram. I focused on the aspects of the space they loved the most, and slowly, traffic started to pick up.

Step Three: Creative Campaigns
Next, I launched a giveaway to build momentum and increase visibility. Then came our first Open Haus—a showcase of our Christmas decorations that allowed people to experience the space firsthand. That event was a turning point. It generated buzz, and word-of-mouth referrals started rolling in.

Step Four: Expanding the Reach
Eventually, I discovered third-party platforms to market the space, which helped drive more traffic. But to this day, Instagram and referrals remain our top drivers for new clients.

The Lesson
The journey to finding our first client was anything but straightforward. It involved trial and error, stepping outside my comfort zone, and a lot of late nights. But what it taught me is that connections and authenticity matter. Engaging with people, genuinely showing interest in their work, and providing them with value before asking for anything in return helped turn that slow start into a growing community of clients.

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 I first envisioned 201 Lofthaus, it was from an entrepreneur and creator standpoint. I had tried creating content at home, but I quickly realized how difficult it was without having spaces that were “photo-ready” for high-quality content. I didn’t want just a typical photo studio—I needed a place that felt like home, with relatable, elevated settings that people could feel connected to. As a homebody with a love for modern and minimal aesthetics, I thought, “What if there was a space styled like an elevated home, curated specifically for photoshoots and video content?” It would make life so much easier for creators who just need a beautiful, turnkey space to walk into and start shooting.

My husband, G.O., who has extensive experience working on production sets, and our friend Randy, our creative director, helped bring this vision to life. G.O. knew exactly what it takes to create a production-ready space, from the natural light to the wall colors. Randy has this incredible ability to make my ideas a reality. I remember telling him I wanted greenery hanging over the floating bed—I had no idea how to actually make it happen, but he said, “I can do it,” and he did. It’s a blessing to have such a strong team. The combination of G.O. ‘s craftsmanship and Randy’s creativity is what made 201 Lofthaus what it is today.

What makes our space stand out for content creators is its versatility and attention to detail. It’s like walking into a stunning model home, designed to inspire and help you focus on your content. Whether it’s a lifestyle shoot, brand photography, or video content creation, 201 Lofthaus has every room styled to feel both elevated and inviting. It’s a space that takes the stress out of the creative process so you can show up, shoot, and get the content you need to market your brand and grow your business.

Now we are gearing up to launch our new location this year and it’s going to add even more value for our clients. State of the art equipment, professional lighting, larger spaces, convenient parking and so much more. We are so excited to get to serve our creative and entrepreneurial community even further in 2025.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons I had to unlearn was worrying about market saturation. When I first launched 201 Lofthaus, I worried about being able to standout and compete. More competition popping up in Houston felt like a looming threat. I kept thinking: What if they take all the clients? What if I can’t grow or sustain this?

Being in the creator community can feel small—you see the same faces and interact with the same people, which makes the market seem limited. It felt like pressure.

But as hundreds of creators began booking our space. I realized the market is much bigger than I thought. Every day, new creators discover us for the first time. There are so many people who don’t yet know we exist—people looking for the unique experience we provide.

That realization was freeing. Instead of fearing competition or falling into the trap of comparison, I’ve learned to embrace what makes us unique and trust that there’s room for everyone. Our focus remains on how we can best serve our clients and community, staying adaptable and innovative while celebrating the growth of the creative community around us.

In 2025, my goal is to fully embody a “community over competition” mindset. At 201 Lofthaus, we’re here to serve, solve problems, and create a space where our community can thrive—and that’s a promise we’re committed to keeping.

We’d love to hear about how you met your business partner.

My husband and I basically grew up together—we met in college through my brother and became close friends while working a summer job. Our connection has always been deep; we just get each other. He’s my calm. I tend to worry and overthink, but he’s always calm, cool, and collected. To the outside world, I’m often described the same way, and that’s because of him. He grounds me when I need it most.

It feels natural that we’ve ended up running a business together. We’ve followed each other through life—working at several jobs together, raising our daughter, and now building 201 Lofthaus. It wasn’t planned this way, but it makes perfect sense. 201 Lofthaus combines the best of our individual strengths—my creative strategy and management experience and his passion for engineering and production. Together, we’ve built something that’s not only bigger than ourselves but also serves our community and inspires our daughter.

For us, 201 Lofthaus is more than a business—it’s a way to live our purpose together, showing our daughter that there’s no right or wrong way to pursue your passions. It’s about creating a life that feels true to who we are while inspiring her to dream boldly and live authentically.

Contact Info:

• Website: https://201lofthaus.com
• Instagram: @201lofthaus
• Facebook: @201lofthaus
• Linkedin: @201lofthaus
• Youtube: @201lofthaus

Image Credits

Mischif Studio
Celviphotography