“I struggle with projects where clients ask for a ‘Heidi house,’” says designer Heidi Caillier. “I don’t like to design the same thing twice. I get bored.”
At the inaugural AD PRO Design Dialogues summit, the San Francisco–based AD100 and AD PRO Directory talent pulled back the curtain on a career that, remarkably, launched just over a decade ago. Sitting down for a candid conversation with Architectural Digest’s Global Interiors and Gardens Director, Alison Levasseur, Caillier shared the secrets that keep her creative engine running. Her insights ranged from the logistical benefits and hidden time commitments of managing a remote workforce to the serendipitous social media discovery that ultimately led to her scoring the high-profile commission for Kendall Jenner’s mountain house.
According to Caillier, maintaining staying power in the fast-paced design industry is not merely a matter of acute business strategy; it demands continuous reinvention. “As you grow your business, you put out work that you want to get back,” she told the audience, emphasizing the foundational importance of artistic integrity. “It’s so important to put out work that you love.”
For an industry professional who pivoted from a master’s degree in public health to blogging and eventually high-end interior architecture without any formal design training, Caillier’s trajectory offers a masterclass in modern creative entrepreneurship. Below are the key takeaways from her comprehensive discussion at the summit.
A remote team is a strength
One of the more unconventional operational pillars of Caillier’s thriving firm is that her entire team works remotely. When she first ventured into hiring, the arrangement was born out of local necessity rather than a master plan. Long before the COVID-19 pandemic normalized remote work across the corporate landscape, Caillier found herself living in Seattle without an immediate, accessible local talent pool to draw from.
The turning point came when a prospective team member reached out via Instagram. That very first hire remains with the firm to this day, a testament to the viability of the model. Over the years, the staff has expanded to six professionals scattered across different locations. What started as a geographic workaround has since evolved into a formidable business asset.
Operating remotely grants Caillier the flexibility to employ top-tier creative talent regardless of where they live. Furthermore, because her high-end residential projects are distributed across various regions of the United States, having a decentralized team often streamlines site-visit logistics and project coordination.
Limit the number of options you show the client
Managing client expectations and keeping complex design schedules on track requires strict discipline, which Caillier enforces through what she calls a “limited options program.” The methodology relies on establishing robust professional boundaries right from the start.
The journey begins with an exhaustive deep dive into the homeowners’ personal inspirations, lifestyle needs, and distinct style preferences. Following this initial discovery phase, Caillier and her team embark on a dedicated three-month design process. Rather than rolling out ideas piecemeal or overwhelming clients with continuous streams of inspiration, she delivers the entire scope of work in a single, comprehensive meeting.
This pivotal client presentation covers everything from the overarching architectural vision and construction requirements to projected budgets and timelines. During this meeting, Caillier presents her definitive vision for the entire house while deliberately offering choices for only a select few individual pieces.
This highly streamlined presentation structure keeps projects moving forward efficiently—a crucial priority for a designer who deliberately chooses to manage just one major project at a time. “I don’t want to marinate on sofas or fabrics for the next six months,” she explained to the summit attendees.
To protect this workflow and maintain healthy, professional boundaries, Caillier adheres to strict communication rules. Among them is a firm policy against casual messaging: “One big rule: I don’t text with my clients.”
Social media is a full-time—but worthwhile—job
Without a traditional background in interior design, Caillier built her brand from the ground up, starting as a lifestyle blogger before making a successful pivot to Instagram. Today, she commands an audience of nearly half a million followers on the platform, yet she still personally manages all of her own social media accounts.
While the digital landscape has transformed significantly over the years, Caillier acknowledges that maintaining an active, engaging online presence is no casual side task. “Instagram is a full-time job if you want to be successful these days, but it does still get me a lot of work,” she noted.
That digital investment has yielded extraordinary returns. It was precisely through scrolling on Instagram that celebrity Kendall Jenner first discovered Caillier’s distinctive aesthetic, a fateful encounter that eventually led to the commission for Jenner’s widely publicized mountain retreat.
For aspiring designers looking to convert digital impressions into actual high-end commissions, Caillier maintains a disciplined routine. Her golden rules for social media success involve publishing four to five morning posts per week, remaining consistently responsive in direct messages, and interacting with community comments in real time.
Use products to scale without losing your identity
Balancing a bespoke interior design practice with broader commercial growth can be a delicate tightrope walk. To scale her brand without diluting her unique creative identity, Caillier has increasingly leaned into product collaborations.
Earlier this year, she debuted a substantial 63-piece collection spanning furnishings, lighting, and wallpapers in partnership with Lulu & Georgia. Collaborations of this caliber allow her to expand her business footprint while continuing to personally design every detail of her clients’ custom interiors.
Looking ahead, the designer is already preparing for her next major ventures, including an upcoming textile and wallpaper line with Elizabeth Eakins slated to debut at Deco Off in January 2027.
“Be intentional about the goals you have, the scope of projects, and your collaborations,” Caillier advised the summit crowd, summarizing the philosophy that has safely guided her rapid ascent. “If you can find a way to continue to reinvent yourself using things that you love, that’s the key.”