Scaling a Multi-Million Dollar Design Business from a Blog
Business Growth Strategies for Creatives
Many creatives struggle with turning their passion into a profitable business. The transition from being an artist to becoming a business owner is filled with challenges—especially when it comes to pricing, scaling, and managing a team.
In this episode of All Things LOCS, we sit down with Kelly Stone, the powerhouse behind Kelly Stone Interiors and star of HGTV’s Flip the Strip. For Kelly, the journey started with a blog and a passion for design.
Over time, she transformed that passion into one of Las Vegas’ top interior design firms, working with both personal and professional brands. Named one of Las Vegas’ Top 15 Interior Designers, Kelly has worked with West Elm, Pottery Barn, and major publications, bringing bold and unique designs to life.
But how did she do it? What lessons can entrepreneurs, creatives, and business leaders learn from her story? In this blog, we’ll dive into:
✅ How she transitioned from hobbyist to business owner
✅ Why offering free work in the beginning helped her business grow
✅ How she overcame imposter syndrome and learned to charge her worth
✅ The role leadership plays in managing a creative team
✅ How the right environment impacts workplace productivity
If you're looking to scale a business, lead a creative team, or build a brand that stands out, Kelly’s insights are packed with valuable takeaways.
How a Blog Became a Business
Many creatives dream of turning their passion into a business, but few know how to make it a reality. For Kelly Stone, it all started with a simple blog about renovating her own home.
What began as a passion project quickly gained traction, and before she knew it, people were reaching out, asking her to design their spaces.
“I was like, no, no, no. I don’t have time for this! But one of my friends sat me down and said, ‘You have a talent. I’m going to pay you, and I want you to do my house.’”
That one client led to another. Then word-of-mouth referrals kicked in. Soon, Kelly found herself running a full-fledged interior design firm—without even planning for it.
The Power of Listening to Your Audience
📌 Key takeaway for business owners:
✅ Pay attention to what the market is telling you—if people repeatedly ask for your services, there’s a demand.
✅ Sometimes, others see your potential before you do—don’t ignore opportunities just because you didn’t plan for them.
Mastering the Business Side of Creativity
Overcoming the Learning Curve of Entrepreneurship
While creativity came naturally to Kelly, the business side of things was a steep learning curve.
“I had no idea how to run a business. It was just me figuring things out. YouTube University, late-night Googling, and trial and error.”
To succeed as a creative entrepreneur, she had to learn how to:
✔️ Obtain business licenses and manage taxes
✔️ Create client contracts and pricing structures
✔️ Balance creativity with profitability
Pricing Lessons: From Free Work to Premium Clients
One of the biggest debates in creative entrepreneurship is:Should you work for free when starting out?
For Kelly, the answer was yes—but strategically.
She offered services at low or no cost to build her portfolio and gain experience.
“I did things for free and for very small amounts. But that helped me get referrals and build credibility.”
✅ When working for free makes sense:
When you need a portfolio to showcase your work.
When you’re testing the waters and gaining confidence.
When it offers high-value connections that lead to future opportunities.
❌ When to stop working for free:
Once you have proof of value, start charging fair prices.
If “free” work prevents you from scaling and turning a profit.
When clients begin taking advantage instead of respecting your expertise.
How Kelly Overcame Imposter Syndrome and Raised Her Prices
When Should You Start Charging for Your Services?
Many business owners struggle with negative self talk and self-doubt when setting prices. Kelly was no exception.
"I got nervous to even send out quotes. I thought, ‘Am I too expensive? Will people even hire me?’"
Over time, experience gave her confidence, and she started charging what she was worth.
Pricing Strategies for Scaling a Design Business
📌 How to Overcome Pricing Fear:
✅ Understand your value – Clients pay for expertise and results, not just time.
✅ Gradually test price increases – If you’re booked out, raise your rates.
✅ Confidence comes from experience – The more you work, the more you’ll see your worth.
Today, Kelly runs a full-service interior design firm—a business built on expertise, not discount pricing.
The Leadership Lessons That Helped Kelly Scale Her Team
Managing Clients vs. Managing Employees
Scaling small businesses isn’t just about getting more clients—it’s about leading a team effectively.
Kelly works with contractors, architects, engineers, and high-end clients—each with different personalities and expectations.
Her leadership philosophy? Kindness, clear communication, and mutual respect.
"I treat everyone the same—whether you’re a carpenter, an architect, or an engineer. Kindness and appreciation go a long way in this business."
Why Emotional Intelligence is Key in Business
📌 Leadership Takeaways for Business Owners:
✅ Different people require different communication styles—adapt accordingly.
✅ Appreciation is one of the most powerful leadership tools—use it often.
✅ Have grace for mistakes—learning from failures is part of growth.
Avoiding Burnout & Staying Inspired
Balancing creativity, business management, and personal life is a delicate but essential task. Kelly understands the importance of maintaining this balance and prioritizes self-care in several ways:
She schedules regular downtime and sets clear boundaries to ensure she has time to recharge and avoid overworking herself. This helps her maintain focus and energy throughout her busy weeks.
Traveling is another key part of her routine. Whether it’s a weekend getaway or a longer trip, Kelly uses travel not only to recharge time to reconnect with her family.
She actively engages in team-building activities, recognizing the importance of fostering a positive work environment. These activities help strengthen relationships within her team, boost collaboration, and sustain motivation.
Additionally, Kelly places a strong emphasis on creating a supportive culture within her company as a way to improve employee health, employee satisfaction, and job satisfaction. By encouraging open communication and prioritizing team well-being, she helps her team stay motivated while preventing burnout. Through these strategies, Kelly is able to maintain a healthy balance and continue thriving in both her professional and personal life.
How Interior Design Impacts Workplace Productivity
Why Office Design Matters for Business Growth
Most business owners focus on leadership and operations, but what about the workspace itself?
Kelly emphasizes that workplace design directly impacts productivity, morale, and company culture.
"If you walk into an office that’s bland, dark, and uninspiring, it affects how you feel. When you design a space that’s vibrant and inviting, people actually want to be there."
Case Study: The Psychology of a Well-Designed Workspace
📌 Well-designed office spaces lead to:
✅ Higher employee engagement – Office workers perform better in an energizing environment, which leads to increased productivity levels.
✅ Better first impressions – Clients judge businesses based on aesthetics.
✅ A more enjoyable work culture – Environment affects mood and motivation, which is extremely important for mental health.
If you’re a business owner, investing in your office layout isn’t just for looks—it impacts performance.
Lessons from HGTV’s Flip the Strip: Scaling Under Pressure
What Kelly Learned About High-Stakes Projects
Kelly’s time on HGTV’s Flip the Strip taught her how to:
✔️ Manage tight budgets while delivering high-quality designs
✔️ Balance large-scale projects with running her own firm
✔️ Work under pressure and adapt to last-minute challenges
How Television Changed Her Business Strategy
Her biggest takeaway? She’s capable of more than she thought.
“I was managing filming 4-5 days a week while running my business. That experience showed me that I can handle way more than I realized.”
Final Thoughts: Why Not You?
Kelly’s journey from blogger to business owner, HGTV star, and industry leader proves one thing:
📌 Taking action beats waiting for the ‘perfect time.’
📌 You’re worth more than you think—charge accordingly.
📌 Great leadership is about communication, respect, and adaptability.
📌 Your workspace directly impacts business success—don’t overlook it.
📌 If someone else can do it—why not you?
Kelly’s final message?
🔥 “Screw it—I can do it. Why not me?”
Take Action Today
🚀 Want to scale your creative business like Kelly Stone and achieve success? Get a FREE strategy session from Best Practice Strategies today. Limited spots are available!
📅 Book your call now: https://calendly.com/bestpracticestrategies/strategy-call
Don’t wait—subscribe to All Things LOCS today for more inspiring conversations!
💡 Want to see more of Kelly’s work?
📲 Follow her on Instagram: @KellyStoneInteriors
🌐 Visit her website: kellystoneinteriors.com
