From Studio to Screen: My Journey Building a Purposeful Online Design Brand
Disclosure: This post may contain recommended products from various brands and retailers. Some links may be affiliate links, meaning I may earn a small commission at no extra cost to you if you make a purchase. I only share pieces I truly love and believe will bring warmth and beauty into your home. These commissions help fund this blog, allowing me to continue sharing expert interior design recommendations, insights, and inspiration. Thank you for your support!
With almost two decades in the world of residential and multifamily interior design
I have spent my career creating homes from the ground up, managing large-scale developments, and guiding homeowners through renovations.
Now, I have stepped into something new.
Not to leave the past behind, but to build on it.
To take everything I have learned over 20 years and bring it into a space where connection, education, and accessibility meet: the online world.
This is the story of how I am expanding my design business from studio to screen.
From in-person consultations to blog posts, downloadable templates, affiliate resources, and one-on-one moments shared through a screen, I am building a digital business rooted in experience.
It is designed for homeowners, design enthusiasts, and fellow creatives alike.
And I am documenting it as I go, because showing the journey is just as important as showing the final result.
Why Go Online After 20 Years?
When I started in design, my work lived in the built environment—floorplans, site visits, showroom meetings, punch lists, and all.
It was hands-on, high-touch, and deeply fulfilling.
But as the industry evolved, so did I.
I noticed a shift: more people turning to Pinterest, Instagram, and blogs for ideas.
Homeowners wanted expert advice without committing to full-service design. Designers wanted streamlined resources that did not come from a textbook.
And I kept getting asked the same questions:
Where did you get that sofa?
How do I handle clients who ghost after receiving a quote?
What paint colour makes this room feel bigger?
At the same time, I was becoming more intentional with my own time.
Like many creatives, I was looking for a way to share my knowledge, generate income that did not depend on billing by the hour, and create meaningful resources that could help others—whether they were decorating a home or building a business.
So I made a decision: to build a brand that reflects not just what I do, but how I think.
A brand that helps people live better and work smarter.
A brand that blends polished experience with real, relatable storytelling.
The Evolution of Victorious Interiors
Victorious Interiors began as a traditional design business—and at its core, it still is.
But what I have built online is something different: a platform where my voice, my process, and my products all work together to serve a broader audience.
Here is what that looks like now:
Blog Content:
SEO-rich articles designed to help homeowners make confident choices, from kitchen layouts to paint palettes, lighting, and space planning. Each post draws on my real-life experience and is written to answer the questions I know people are already searching for.Affiliate Marketing:
I have created a curated section of Julia’s Favourites—hand-picked recommendations for furniture, accessories, and home tools that I genuinely use or would specify for clients.Affiliate links allow me to share thoughtfully sourced items while earning a small commission on purchases. It is a natural extension of the advice I already give.
Digital Templates for Designers:
One of the biggest gaps I saw in the industry was between design talent and business systems.So I started developing Canva templates to help designers streamline their process—welcome kits, proposals, questionnaires, and site forms.
These templates are packed with real content, built for ease, and ready to customise.
I call it the Complete Client Experience Template System.
Online Education (Coming Soon):
I am working on a course for homeowners to guide them through the renovation process with clarity and confidence.It is not about how to swing a hammer.
It is about how to set goals, work with professionals, and understand the process from start to finish.
Social Media and Newsletter:
I share insights and in-progress work on Instagram and Pinterest, and my monthly newsletter is designed to feel like a casual design chat—part inspiration, part resource drop.
From Hesitation to Confidence: Showing Up on Camera
I will be honest—transitioning into online content was uncomfortable at first.
I had spent years refining a polished design brand, and suddenly I was posting unfiltered reels and behind-the-scenes updates.
It felt raw.
But also real.
What I have learned is this: people connect with people.
Your brand might draw them in, but your voice is what makes them stay.
Every time I show up on camera to share a quick tip, a product I love, or a business insight I have learned the hard way, I am strengthening that connection.
You do not need to wait until everything is perfect.
Start where you are. Share what you know.
You will be surprised by how much value others find in the everyday parts of your process.
Building a Business That Reflects My Passions
At the heart of this brand expansion is one key idea: alignment.
I wanted to create a business that reflects who I am—not just as a designer, but as a parent, an entrepreneur, and someone who values balance and flexibility.
I am not scaling to build an empire.
I am building a business that allows me to:
• Create with purpose
• Teach from experience
• Support my family
• Inspire others to start before they feel ready
And that is why I am sharing the behind-the-scenes—not just the big launches or the picture-perfect installs.
Because this brand is not just about the polished moments.
It is about the process, the learning, and the growth.
Lessons I Have Learned Along the Way
If you are thinking about starting your own online business—or expanding what you already do—here are a few takeaways from my journey so far:
Start before you feel fully ready.
You will refine and improve as you go.
Focus on one product or platform at a time.
Do not try to do everything at once. Progress comes with focus.
Invest in good systems.
Templates, scheduling tools, and platforms like Canva or Squarespace make a big difference.
Be yourself—genuinely.
Polish is nice. Authenticity is magnetic.
Listen to your audience.
Whether it is a question in your DMs or a blog that gets high traffic, these are clues for what to create next.
What Is Next for Me
I am still learning. Still testing. Still showing up.
As Victorious Interiors grows online, I will be adding more educational content, building out my affiliate shop, and continuing to create resources that serve both homeowners and designers.
I will be launching a home renovation course, writing more blog content, and yes—filming more reels, even when I feel awkward doing it.
This is a journey, not a destination.
And I am glad you are here for it.
If you are a designer looking to expand your business, or a homeowner looking for thoughtful design inspiration, I hope what I share helps you take your next step forward—with confidence, clarity, and maybe even a little bit of joy.
“I believe that if you are true to expressing yourself, coupled with the right amount of discipline and routine, your space can reflect your personality, and you can turn your home into your haven.”
The Complete Client Experience Template System
Discover a comprehensive, fully customisable suite of templates designed to guide you through every phase of your interior design projects.
From onboarding to approvals, proposals to presentations, this system supports a smoother, more polished process at every step.
Whether you're just starting out or refining your workflow, these templates help you lead with clarity, save time, and elevate your client experience from day one.