Today we’d like to introduce you to Azelia Dickson.
Hi Azelia, we’d love for you to start by introducing yourself.
Growing up, I’ve always had an eye for detail. That grew into an interest in Interior Design during high school and college. I took any and all classes I could to learn as much as possible about Interior Design. I found myself very interested in the science behind interior design, the actual physics of how different materials, architectural lines, design placements, and floor plan functionalities contribute to the vibrations of a space. It’s not just a hoodoo voodoo concept, this is mappable science, and if you do it right, each project is a correct representation of it’s owner.
So as I developed this set of ideals through consistent learning, even still learning, I moved to Saint George, and fell in love with the sunshine, the people, and the landscape, as I feel many people do. I met my husband here, and decided to bring my big city speed and ideas to life by starting Interiors by Design. I was only 21 when I started this, and quickly realized that as much as I do know, I was also going to need some more experience. That’s when I got the idea to diversify the roles within my company, and turn my interior design company into an interior design firm. The gap I noticed in this town is in the pace and organization of the interior design industry down here. There is no doubt there are so many talented designers here. But design shouldn’t be communicated through an array of email chains, multiple google docs, text messages, phone calls, sketchup, CAD, etc. So I focused on crafting a process for my designers to use thats easy for the builder, client, and all involved parties to understand and work with. It doesn’t eliminate the need for phone calls or onsite visits, I think those should always be utilized, but it does mean that all information, all selections, all planning is done in one place, it updates with only the latest decisions, and it makes our entire interior design process up to pace with the HGTV level expectations that every client and builder has.
Right now, my main focus is showing builders that the grass is greener on the other side, and that my firm places a priority on being the kind of interior design firm that not only crafts beautiful and timeless projects, but also makes projects easier for the builder. The best interior designs alleviate stress and tasks from both the builder and the client.
I’m young, I’m ambitious, and I’m a hard worker.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I’ve been an athlete my whole life, soccer mostly, I made it all the way to playing D1 in college. Being an athlete my whole life has made me love a challenge. So yes, starting this and keeping it going has been a feat, it’s a lot of ups and downs, adapting, pivoting, learning, pivoting again, and then just having the mental stamina to not stop. I’ve learned more from this experience than any school ever, and I love it. I love learning and having triumphs after trials. I can’t really mention just one struggle, there’s a new one every day. But I find that I look forward to problem solving like that. That’s another reason I stepped more into the business side and let my designers handle the design side, I like showing up to work every day and creating solutions for our clients, our designers, and our firm as a whole. Now there are a few tips and tricks I have in the way of resiliency, I didn’t used to handle conflict well, and it’s still hard to deal with. But I’m willing to acknowledge my shortcomings in order to turn them into strengths. You have to be able to take all these inevitable negatives and turn them into positives. It’s the only way you’ll survive.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I own and operate Interiors by Design, the largest interior design firm in southern UT. I moved to St George from a fast paced city. Early on in my career, I had the opportunity to learn from designers who moved very quickly, and had their processes absolutely perfected. I saw a need for that level of design service here in town. When I started IBD about 2 1/2 years ago, my goal was to create a firm where designers can focus on the design and creativity within each project. Taking all other stress off of them to let their most elaborate visions come to life. I have 4 designers, each specializing in their own field. 2 are custom home design specialists, one is a commercial specialist, and one is a remodel specialist. I also have an ORS manager who does all of our ordering; our financial manager who oversees payments in and out, and then my marketing team who handles all our social media, website, etc. By separating the roles in a more organized way, and putting together a true team to support one another, our firm is able to handle a much higher volume of projects, and dish out a higher level of design. Our focus falls upon our client’s experience from start to finish, and it took us a while to get to a place where I can be proud of that, but we are finally here. There’s a lot of elements involved in meeting client expectations. Our goal is to combine an HGTV level experience with personally crafted designs.
It’s so crucial to focus on these personal designs because when a client truly connects with their space, it’s like magic. And that’s how everyone should feel in their space.
What does success mean to you?
I define success as motion, capability, and progress. You have to keep moving forwards no matter what. And you have to have complete confidence in yourself. There have been many times in this journey where everyone is telling me to give it up, give in, stop, slow down, or even times when I feel I am doing everything wrong and I can never solve the problems in front of me. Right there, is the opportunity for success, because if you can remind yourself to push beyond this blip of insecurity or shortcomings, focus on fixing the blaring issues, and then focus on learning for the future, you can make it. It’s all about just running and don’t stop. Don’t dwell on the past or look back at it for too long. You’ve got to keep going.
Pricing:
- $200/hr for design services
- 110-130 hours for custom homes over 2,500 sq ft
- 100-120 hours for commercial projects over 2,500 sq ft
Contact Info:
- Website: https://www.myinteriorsbydesign.com
- Instagram: https://www.instagram.com/interiors.bydesignllc/
- Facebook: https://www.facebook.com/myinteriors.bydesign
- LinkedIn: https://www.linkedin.com/in/azelia-dickson-808894289/
