L.A. Interior Designer Reengineers Her Business for a Recession

Toni Anderson, an interior designer in the Los Angeles area for 25 years, has taken a new look at how to relate to her clients in a recession by creating a new on line interior design service. “I find my clients today are reluctant to call on an interior designer because they think they’re going to be led down a path of over-spending and over-designing for their needs today.  I also find them willing to do some of the work themselves to save” said Anderson. Anderson’s business model has always been “design on a shoestring budget”…she loves a bargain and refuses to overspend on any of the items she puts in her clients’ homes.  She’s done a blog on shoestring design for awhile now…and decided to expand it to a full service on line interior design business. For a fee of $250 per room, clients will get back from Shoestring Design a line drawing of furniture and accessory placement in the room along with a concept board showing the products (2 to choose from in each area) that Anderson recommends for their new room. The on line business is geared to those who are computer- savy and not at all hesitant to do online what they used to do in person.  All products specified by Anderson are from major US furniture retailers, like Z Gallerie, Crate and Barrel, CB2, and Pottery Barn so they are accessible to those in major urban areas or online for those who aren’t. Anderson’s partners are Cindy Johnson, a friend and owner of Floor Coverings International in Los Angeles who also works on design projects with Anderson, and Cindy’s sister Barbra, a marketing consultant.


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Shoestring Design On Line www.shoestringdesignonline.com started as a blog about interior design on a shoestring budget and developed into a full on line interior design product. Toni Anderson is the Designer. Cindy Johnson writes the blog and does some of the design work. Barbara Geller is in charge of marketing.

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