Loren Reid Seaman can instantly help you look better.
More specifically, he can help your home look better. Seaman, who owns Loren Reid Seaman & Associates, Inc., of Lake Zurich, is a top-notch interior designer. The company deals with practically every facet of interior designing, including bedding, reupholstery, rugs, and remodeling.
Understanding the crucial fact that a home is an extension of the individual, Seaman helps to create a look that's right for the owner. Whether someone favors Art Deco or contemporary minimalism, Seaman knows how to work with the homeowner to get just the right look and feel.
Windy City Times: Tell me about how you started your business.
Loren Reid Seaman: I worked independently through another design firm about two years before I went on my own. I built up a client base. It was pretty scary, actually. I had Welcome Wagon as representation for my first form of marketing. Nice ladies went around and talked a bit about me. I got [leads] and would go out and do complimentary appointments, hoping that someone would hire me eventually. The lady I [eventually] worked for felt comfortable keeping her own business, so I decided to go out on my own. I got a tax ID number, a work pass, and business cards and just started.
WCT: How old is your business?
LRS: It was 15 years old this past April.
WCT: And what type of educational background do you have?
LRS: I went to Harper College (in Hoffman Estates) and the rest is street smarts, natural creative talent, and, hopefully, a little personality.
WCT: Give me the hard sell. Tell me what your company offers.
LRS: We're a full-service interior design firm. As far as what we offer, I have other designers as well as myself. I'm state-licensed, which is good to know. I am a professional member of IFDA, which is the International Furnishing and Design Association. I'll be Illinois chapter president of this and next year. In addition, I'm a professional member of IIDA, which is the International Interior Designers Association. I'm also a member of the American Society of Interior Designers (ASID). I also have an office staff that handles day-to-day activities and clients' needs.
When I say 'full-service interior design,' I mean some of the things that people consider standard. We have full Merchandise Mart privileges. We view window treatments, floor plans, furniture, artwork, lighting, accessories, and area rugs [among other things]. We have an upholsterer that we work with, a drapery workroom, painters, paper hangers, people who do trompe l'oeil artistry and also construction.
There's one thing I wish I could educate people on and that is when and how to use an interior designer. I think a lot of people think that they can't afford a designer; [designers] are so hoity-toity. But they get a doctor, an attorney, and an architect. We help people to not make mistakes. I wish people knew to hire interior designers like they would hire general contractors and attorneys.
WCT: So is that the biggest mistake people make—that they don't hire designers?
LRS: Yes, in that they don't hire them at the right time. I think a lot of people think to hire designers after their houses are built. But think about it this way. People make a lot of initial choices [regarding] cabinetry, colors, tiles, and other things. Most people don't have a clue what to put in their homes, so they go safe and neutral. I'm not going to say that some people wouldn't pick safe and neutral otherwise, but (with a designer) people could make bolder selections with more confidence. Also, from a design standpoint, I'll look at a room from a blueprint and go (for example) that someone could've had a slider that looked like a French door instead of just having a French door.
I think [designers, architects, contractors, and others] come into the picture offering something. [Also,] so many people think that only the rich and famous can afford interior designers.
WCT: I saw that you offer complimentary consultations.
LRS: Yes. I think people should at least take the chance and find out. No one will do something he won't want to do. It's something that someone trusts you enough to welcome you into [his] home. I would love to please someone to the nth degree; the last thing I want to do is disappoint someone. You also get to know clients. A lot of my clients are friends, to one degree or another. I don't have to be your best friend but you form some kind of acquaintance, bond, ...
WCT: ... or relationship.
LRS: Yes. Relationship is a key word for designers. Taking the time to get to know my clients makes me a much better designer. ... There are many jobs that aren't going to be in Architectural Digest or [from which] there won't be award-winning photographs. At the same time, I can feel like I did a great job because the client is happy. I took that person to a better place than he would've ever gotten [by himself].
WCT: Now, what's the most unusual request you've had?
LRS: I expect every situation to be its own. Sometimes a physical or health issue factors into the request. I've been asked to do a 'sexy room' or a 'sensual room'—rooms with a nightclub-type feel. Sometimes it's difficult to deal with a couple who want two different things. ... We either compromise or you see who's more dominant and difficult and go with that person. Also, with a house, you can designate one room for one person and give another room a different feel to satisfy the other person.
WCT: You also help people research various periods. For example, if someone wants to decorate in a 1930's Art Deco style, you conduct research.
LRS: If someone wants Art Deco, we have a library of books or we'll locate resources. If someone wants to decorate like in a certain period, I want to make sure that person knows what he's getting himself into. I'll show pictures from books to make sure that's what people want because, I tell you, people will make requests and then find out that's not what they want. If they want an authentic period look, our knowledge, education, resources, and experience [come into play]. Then we move on from there.
WCT: How has technology helped you? LRS: Our office is computer-based. As far as accounting, payroll, tracking, purchase orders, and all the obvious things, computers have been helpful. Our Web site has certainly helped regarding advertising and you can see the newest introductions there. I can also make presentations to clients with my laptop. It's also expanded resources. Even being on the ASID Web site has brought business to me.
WCT: What's the hardest thing about starting a small business?
LRS: Cash flow is always a problem because you need money to make money. Also, know if you're a good business owner. Some people are excellent in their craft but are not good in business. Also, establishing a reputation is tough. How do you get a reputation if you have no experience? Some people think that running your own business is some fantasy come true. It really is a lot of work.
Loren Reid Seaman & Associates is located at 22742 N. Lakewood Lane, Lake Zurich, IL 60047; (847) 550-6363; www.lrsdesigns-decorating.com .
I'm at westelm406@yahoo.com .
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