Designer Heidi Caillier advises against creating a “Heidi house” and explained how she avoids designing the same room twice during the inaugural AD PRO Design Dialogues summit on September 16. Speaking with AD’s Global Interiors and Gardens Director, Alison Levasseur, the San Francisco–based talent shared insights on her remote team, client presentation methods, and social media strategies that have defined her career since its inception a decade ago.
Building a Team Without a Physical Office
Caillier runs her firm with a completely remote staff, a setup that began before the pandemic. She noted that her initial challenge was finding talent in Seattle, where she lived, before the work-from-home trend took hold. Her very first hire came through a message on Instagram and remains with the company today. The team has since grown to six people, and the remote model allows her to access top talent anywhere and simplifies logistics for projects across the United States.
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When working with clients, Caillier uses a “limited options program” to keep the process moving. After a three-month deep dive into a homeowner’s lifestyle and style preferences, she presents the whole scope of work in a single meeting. This includes the budget, timeline, and construction requirements. Rather than showing dozens of variations, she offers a full vision and a few select choices for specific pieces. She designs only one project at a time to avoid spending months “marinating” on sofas or fabrics.
Designer’s Advice for Long-Term Success
Caillier stated that staying in the design industry requires more than just business skills. She explained that as a business grows, the work must evolve to reflect the owner’s personal tastes.
Social Media as a Business Tool
The designer manages her own social media despite having a master’s degree in public health and no formal design education. She started as a blogger before pivoting to Instagram, where she now has nearly half a million followers. She treats the platform as a full-time job, posting four or five times each morning. This consistency is necessary for success, as it was on Instagram that she first caught the attention of Kendall Jenner.
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Jenner commissioned Caillier to design her mountain house after seeing the designer’s work online. Caillier stresses the importance of being responsive to comments and direct messages in real time. She believes this engagement is essential for attracting new commissions. The designer also balances personal design projects with commercial collaborations to keep her creative identity intact.
Caillier launched a 63-piece collection of furnishings, lighting, and wallpapers with Lulu & Georgia this year. She advises other designers to be intentional about their goals and scope. She is also preparing to launch textiles and wallpaper with Elizabeth Eakins at Deco Off in January 2027. By carefully selecting partners, she continues to reinvent her business while staying true to her personal style.
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