From Corporate Layoff to Six-Figure Interior Design Studio Success
How a former tech professional built a thriving design business focusing on historic properties.
1Career Pivot After Layoff
Abigail Morris spent a decade in corporate tech before a 2024 layoff catalyzed her transition into full-time entrepreneurship. She had previously established her interior design studio as a side hustle in 2022 after earning a certificate from The Art Institute of Chicago. This unexpected career shift allowed her to pursue design full-time.
2Niche Focus on History
The business gained traction by specializing in the restoration of historic residential and commercial properties. Morris leverages her own 1889 Chicago row home as a portfolio piece to attract clients who value craftsmanship. Her expertise in preserving original features like wainscoting and wallpaper distinguishes her services from standard modern interior design firms.
3Scaling Through Strategic Content
Instagram serves as the primary engine for client acquisition and portfolio visibility. Morris reinvests significant portions of her revenue into professional photography, videography, and styling to maintain a high-end brand image. She recently hired a social media assistant to manage content creation, allowing her to focus more on complex design projects.
4High-Profile Project Experience
A notable project included the St. Elmo Hotel in Ouray, Colorado, which is listed on the National Register of Historic Places. Morris collaborated with a hospitality group to modernize the space while respecting its original architectural integrity. This project demonstrated her ability to balance historical preservation with the demands of modern commercial hospitality.
5Financial Growth and Reinvestment
After earning $48,000 in take-home pay during her first year, Morris is on track for $168,000 in gross revenue this year. She expects her personal take-home pay to reach approximately $100,000. The remaining capital is strategically reinvested into business operations, including public relations, professional photography, and essential administrative support services for growth.
6Operational Challenges and Hiring
Currently, Morris manages procurement, technical drawings, and client relations while wearing multiple hats. To scale effectively, she is actively interviewing for support staff to handle technical tasks. She already utilizes a CPA and a bookkeeper to maintain financial health, ensuring the business infrastructure can support a larger volume of design projects.
7Navigating AI in Design
Morris uses AI tools like Claude and ChatGPT for back-office organization and note-taking during site visits. She observes that clients increasingly bring AI-generated images to consultations, which requires her to educate them on structural feasibility. She emphasizes that AI concepts often lack the technical reality required for actual implementation in historic buildings.
8The Arts and Crafts Renaissance
Morris anticipates a growing consumer preference for handmade craftsmanship over mass-produced goods. She draws parallels between the current era and the historical Industrial Revolution, noting that people crave respite and character in their homes. This shift toward authentic, cozy, and layered design aesthetics provides a significant long-term opportunity for her specialized studio.
9Future Outlook for Growth
The business is expanding its reach beyond Chicago to the Midwest and the West Coast. By focusing on the intersection of historic preservation and modern comfort, Morris is positioning her studio to capture a specific market segment. Her transition proves that combining niche expertise with disciplined business management leads to sustainable professional success.