Garrett Consulting Fashions a New Role for Interior Design

By Kay Wilthew

Five years ago when Karen Dry purchased Garrett Interiors, a small but flourishing Southern California interior design business, she expected a four-year partnership with company founder Sandy Garrett. What Dry did not expect was that 18 months later she would find herself the firm's principal leader, after the untimely death of her partner. Determined to establish her own distinct style, Dry regrouped, changed the business model and redesigned the company from the ground up. Drawing on her extensive marketing and consulting experience, Dry capitalized on a unique consulting niche in the interior design industry, including custom residential, commercial and model home merchandising design services, propelling annual revenues to well over $3 million.

Garrett Interiors' staff consists of nine lead designers, four junior designers, three customer service representatives and a full administrative support back-up team, including a shipping and receiving department, accounting department and HR personnel. (Photo courtesy of Garrett Interiors)

Dry's fresh approach to project design led to the development of Garrett Consulting Services, an advisory service never before available in the interior design industry. The company's innovative "Pre-Construction Review and Project Budget Analysis" service redefines the relationship between architect, customer and builder. Garrett Consulting Services partners with architects to produce accurate financial interpretations of plans including furniture, fixtures and equipment. When customers understand how their design decisions exponentially impact the final cost, they possess the tools to make informed decisions based on realistic budget constraints. "If you can advise customers before they receive their final permits, and if builders can get a better idea of what the customer wants, there will be less frustration and better use of the customers' money," explains Dry.

Garrett Interiors' talented designers realize that understanding the customers' use of living space is vital to the advising process. "Architects don't necessarily understand the nuances of how people live within a space. Our company looks at details, from in-floor electrical needs to ambient and decorative lighting, even analyzing how the sun position on the house impacts decisions for draperies and automatic shades, all of which directly affect the overall price. We make sure the home design suits the customers' needs." Dry also explains that customers know what they want, but may lack the expertise to pull the whole design together. "It's important that the interior design complements the exterior design, while fulfilling the vision of the architect. Our designers are better equipped to ask the right questions, to eliminate waste and circumvent potential budget problems."

Many of Garrett Interiors' custom build homeowners request special design for traditional spaces. Here, the homeowner was a concert pianist and requested their traditionally slated dining room to become a piano bar of sorts, capable of romantic seating for a few, or for 10 people standing with cocktails. (Photo courtesy of Garrett Interiors)

Garrett Consulting Services' concentrated focus on exceptional customer service is supported by Garrett Interiors' experienced, certified design staff, for which Dry expresses great admiration: "Not one designer has less than 10 years of experience; some have over 20 years in the design field." When filling financial and administrative positions, Dry purposely searched outside the design industry. "Our administrative staff have spent their careers doing project analysis and budget work, and they have the skills to pull numbers together with a high level of accuracy."

Accuracy in pricing is the leading benefit derived from partnering with Garrett Consulting Services. Designers review plans with the customer room by room, determining the products that best fit the customers' taste, expectation and budget. Once the project review and analysis is complete, the customer can opt for one of two design service levels: standard or premier, both hourly rate programs. With the Standard Design Program, all products used in the design plan are offered at competitive, industry prices. By contrast, the Premium Client Design Program's hourly rates are doubled, with design products available for purchase at Garrett's demonstrated true cost, representing a substantial savings that customers find appealing. Designers maintain control of the finished plan while providing the client with an individualized, customized experience beyond traditional retail. "No one else offers this type of program," explains Dry. "The company literally doubled our bottom line. We have more satisfied clients because they can see how design and product costs are controlled, and more satisfied designers because they see their designs coming to light."

Since the grand dual staircases in this large custom home come immediately within view of each guest who passes through the front door, it was the objective of Garrett Interiors' design team to showcase the drama such staircases evoke, carefully setting the tone and design direction each guest will feel as they experience the balance of the interiors of the home. (Photo courtesy of Garrett Interiors)

Dry is proud of the direction in which she has led the company. Garrett Consulting has succeeded in transforming traditional interior design concepts, introducing an entirely new role into the home building process. To prospective clients, Dry offers a simple suggestion: "I tell my customers to think about this: 'If you could create the perfect home, tell me how it looks. Don't think about cost, don't think about how long it will take. Tell me what you absolutely want to have.' It's amazing what comes out when customers are given the freedom to think about what they really want." For Dry, this is what the business is all about. "That's true customer satisfaction. That is the brass ring; that is what we go for."

Garrett Interiors is located at 31149 Via Colinas, Suite 606 in Westlake Village, CA 91362. Call 888-733-1100 or visit garrettinteriors.com for more information.

March 2007 Builder Architect Edition Issue

| Permalink