An Interview with Doug Noll
July 18, 2024
Taking the risk to start a company is a feat few are fully equipped for. Any business owner knows that the first few years in business are anything but glamorous. Building a successful business takes time, lessons learned, and most importantly, enormous growth as a business owner. What works and what doesn’t when one starts a new business? What are the valuable lessons learned from the “University of Adversity”? As part of this interview series, I had the pleasure of interviewing Nadia Geller.
As the Founder and Principal of Nadia Geller Designs, Nadia Geller launched her business in 2005. She began her career as a visual manager at design mecca ABC Carpet & Home in New York, a well-known leader in the furniture industry, before being noticed in the design industry and becoming a regular on TLC’s home improvement reality shows While You Were Out, Trading Places, Home Made Simple and Date My House. Since that time, she has formed an award-winning interior design firm that not only works in the full spectrum of real estate (including multifamily developments, the hospitality industry, corporate workspaces, and discerning homeowners) but also cultivates a culture of forward-thinking, solutions-oriented female employes.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
I have really been an interior designer my whole life, even before I knew what that was. My mother, who always lovingly stored all my childhood memories, saved my very first floor plan (written on the back of my 4th grade homework). In college, I studied graphic design not knowing that a career in commercial interior design existed. I’ve always been very visual and interested in art. My big “aha” moment came when my friend’s mom (who worked for a home builder in Chicago) introduced me to their marketing director. That’s when I got my first project doing the interior design specifications and furniture, fixtures & equipment (FF&E) for their single-family model homes.
Can you tell us a story about the hard times that you faced when you first started your journey?
I faced some hard times when I began my career. I worked in a full-time job as a visual manager at ABC Carpet & Home in New York. It was a well-known and very busy furniture store in Manhattan. But we all know the cost of living in the city is high. So, in order to pay the bills and make ends meet, I also worked as a server, babysat and took on small side projects. I worked seven days a week and am proud to be 100% self-made.
Where did you get the drive to continue even though things were so hard?
When I started my firm, it was just me, and initially only one or two projects at a time. But after growing the business and hiring staff, there came a sense of personal responsibility that went beyond duty to the client. I had a duty to my employees. That sense of duty drives me to succeed, even when things are hard. They work hard for me, and I owe them the same.
So, how are things going today? How did grit and resilience lead to your eventual success?
I’m happy to say that Nadia Geller Designs (NGD) has grown through the years of hard work. Our services have expanded to include all aspects of design projects. We handle receiving, delivery, assembly and white glove furniture, fixtures & equipment (FF&E) installation from our 10,000 square-foot headquarters in Southern California.
Throughout the years, all businesses experience ups and downs due to various factors. It’s important to remain committed to your goals, and nimble to changing trends. At our core we are a creative team, so that’s why we have such strong resilience. We meet challenges by adjusting to the task.
The firm was named one of Interior Design Magazine’s Rising Giants of 2024. NGD’s client roster includes CityView, The Martin Group, and The Kor Group, among others.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
To err is human, and we all make mistakes at one time or another (as much as we would like to avoid it). Early in my career I accidentally threw out a deposit check. Can you imagine? I was up all night searching through the dumpster. Luckily, I found it!
What do you think makes your company stand out? Can you share a story?
Our creative firm is home to a talented team of designers, project managers and skilled craftspeople with a collective experience of over 150 years in the industry. Nadia Geller Designs has a deep portfolio of work with completed projects in 40 states encompassing 10 million square feet of interior and exterior design work. We thrive on being part of the team and love working as partners with our developers’ architects and other talented sub-contractors.
Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?
Everyone talks about “work-life balance”, but you really have to commit to it, not just pay lip service. I block out time for my family and friends so that I stay true to that commitment. In my work I am incredibly organized, so it makes sense to have that in my personal life, too. My motto is “plan or get planned.” At NGD, we have worked hard to create internal deliverable schedules and manage client expectations so we can work regular hours. I very rarely send an email or make a call after 6:00pm and don’t start my workday until 9:00am. I expect the same from my employees.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
I’m a big believer in mentoring and sharing your experience with the next generation. I am fortunate to have had strong mentors throughout my career. When I first began my career in New York, Skye Kirby Westcott was an exceptional leader, risk taker and mentor to me. She hired me after searching for many applicants. I had sewn my resume and had a very diverse and creative portfolio that stood out to her, and she gave me my first true design job. I appreciate all the people who gave me my “firsts”: Sarah Kozak who cast me in While You Were Out for TLC; the late Janey Amedei and Kathy Kelly who awarded me my first model home project; Tripp Dubios from The Kor Group who gave me my first projects in Los Angeles; and Randy Fifield who awarded my firm with our first new development project in Los Angeles back in 2011. Currently, I look up to my clients Sean Burton and Devang Shah from Cityview. They lead such an amazing team, and it is inspiring to continue to partner with them.
How have you used your success to bring goodness to the world?
I run an entirely female team, which is something I am passionate about. While gender discrimination is not what it once was, it is still a problem for women leaders as they take on bigger, more expensive projects. By leading by example, I hope to inspire my employees to be aggressive and hands-on. I want to emphasize solution-driven work in the face of inevitable challenges, hoping to build resilience and focus that drives award-winning projects.
In addition to devoting time to mentor internally, I also see the importance of supporting my community, as well as realizing the benefits it brings to my employees to bond and “team build” by volunteering. I personally volunteer regularly for local organizations and encourage my employees to do the same at Habitat for Humanity and the LA Conservation Corps.
What are your “5 things I wish someone told me when I first launched my business,” and why? Please share a story or example for each.
1 . Lead by example. I never ask anyone on my team to perform a task that I haven’t already mastered.
2 . Get past the butterflies. My work on TV shows taught me to be more confident as a speaker and presenter.
3 . Hiring and firing employees will be the hardest part of the job. It gets easier over time, but it is still the hardest part of the job.
4 . Passing on projects is okay. I’ve had such a hard time saying no to projects that weren’t the right fit or because I didn’t want to disappoint clients. Of course, I try and soften the “no” with supportive suggestions, but it’s always best to be honest and never mislead.
5 . Prepare for fluctuations and the ups and downs of work. We celebrate our 20th anniversary in business next year. I’ve had to learn that there will be time with lots of work and other times of lull. Being prepared for the slower times is vital.
Can you share a few ideas or stories from your experience about how to successfully ride the emotional highs & lows of being a founder”?
I am a big believer in living in the moment and taking challenges one day at a time. Of course, I do forecasting and planning, but during challenging times I try and pause and know that the challenge will resolve itself. I have a great support group of other business leaders and it is wonderful to have folks to bounce challenges off of and discuss how to create solutions. I don’t have to have the answer right away.
Taking care of my mind and body are the most important things. I try and eat healthfully and get a full 8–10 hours of sleep each night (which is easier now that my children are older, thank goodness).
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
In my industry there is so much waste. Projects may require large orders, specifically in multifamily developments. Multiples are sometimes needed of certain objects to make sure we are fulfilling our commitments, and accounting for some flawed materials that can’t be used. And on every project, we need physical samples for visioning and planning. I am looking towards solutions to reuse samples and waste to help those in need and try to partner with companies that are doing so.
Read More
Five Things I Wish Someone Told me When I First Launched My Business
An Interview with Doug Noll
July 18, 2024
Taking the risk to start a company is a feat few are fully equipped for. Any business owner knows that the first few years in business are anything but glamorous. Building a successful business takes time, lessons learned, and most importantly, enormous growth as a business owner. What works and what doesn’t when one starts a new business? What are the valuable lessons learned from the “University of Adversity”? As part of this interview series, I had the pleasure of interviewing Nadia Geller.
As the Founder and Principal of Nadia Geller Designs, Nadia Geller launched her business in 2005. She began her career as a visual manager at design mecca ABC Carpet & Home in New York, a well-known leader in the furniture industry, before being noticed in the design industry and becoming a regular on TLC’s home improvement reality shows While You Were Out, Trading Places, Home Made Simple and Date My House. Since that time, she has formed an award-winning interior design firm that not only works in the full spectrum of real estate (including multifamily developments, the hospitality industry, corporate workspaces, and discerning homeowners) but also cultivates a culture of forward-thinking, solutions-oriented female employes.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
I have really been an interior designer my whole life, even before I knew what that was. My mother, who always lovingly stored all my childhood memories, saved my very first floor plan (written on the back of my 4th grade homework). In college, I studied graphic design not knowing that a career in commercial interior design existed. I’ve always been very visual and interested in art. My big “aha” moment came when my friend’s mom (who worked for a home builder in Chicago) introduced me to their marketing director. That’s when I got my first project doing the interior design specifications and furniture, fixtures & equipment (FF&E) for their single-family model homes.
Can you tell us a story about the hard times that you faced when you first started your journey?
I faced some hard times when I began my career. I worked in a full-time job as a visual manager at ABC Carpet & Home in New York. It was a well-known and very busy furniture store in Manhattan. But we all know the cost of living in the city is high. So, in order to pay the bills and make ends meet, I also worked as a server, babysat and took on small side projects. I worked seven days a week and am proud to be 100% self-made.
Where did you get the drive to continue even though things were so hard?
When I started my firm, it was just me, and initially only one or two projects at a time. But after growing the business and hiring staff, there came a sense of personal responsibility that went beyond duty to the client. I had a duty to my employees. That sense of duty drives me to succeed, even when things are hard. They work hard for me, and I owe them the same.
So, how are things going today? How did grit and resilience lead to your eventual success?
I’m happy to say that Nadia Geller Designs (NGD) has grown through the years of hard work. Our services have expanded to include all aspects of design projects. We handle receiving, delivery, assembly and white glove furniture, fixtures & equipment (FF&E) installation from our 10,000 square-foot headquarters in Southern California.
Throughout the years, all businesses experience ups and downs due to various factors. It’s important to remain committed to your goals, and nimble to changing trends. At our core we are a creative team, so that’s why we have such strong resilience. We meet challenges by adjusting to the task.
The firm was named one of Interior Design Magazine’s Rising Giants of 2024. NGD’s client roster includes CityView, The Martin Group, and The Kor Group, among others.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
To err is human, and we all make mistakes at one time or another (as much as we would like to avoid it). Early in my career I accidentally threw out a deposit check. Can you imagine? I was up all night searching through the dumpster. Luckily, I found it!
What do you think makes your company stand out? Can you share a story?
Our creative firm is home to a talented team of designers, project managers and skilled craftspeople with a collective experience of over 150 years in the industry. Nadia Geller Designs has a deep portfolio of work with completed projects in 40 states encompassing 10 million square feet of interior and exterior design work. We thrive on being part of the team and love working as partners with our developers’ architects and other talented sub-contractors.
Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?
Everyone talks about “work-life balance”, but you really have to commit to it, not just pay lip service. I block out time for my family and friends so that I stay true to that commitment. In my work I am incredibly organized, so it makes sense to have that in my personal life, too. My motto is “plan or get planned.” At NGD, we have worked hard to create internal deliverable schedules and manage client expectations so we can work regular hours. I very rarely send an email or make a call after 6:00pm and don’t start my workday until 9:00am. I expect the same from my employees.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
I’m a big believer in mentoring and sharing your experience with the next generation. I am fortunate to have had strong mentors throughout my career. When I first began my career in New York, Skye Kirby Westcott was an exceptional leader, risk taker and mentor to me. She hired me after searching for many applicants. I had sewn my resume and had a very diverse and creative portfolio that stood out to her, and she gave me my first true design job. I appreciate all the people who gave me my “firsts”: Sarah Kozak who cast me in While You Were Out for TLC; the late Janey Amedei and Kathy Kelly who awarded me my first model home project; Tripp Dubios from The Kor Group who gave me my first projects in Los Angeles; and Randy Fifield who awarded my firm with our first new development project in Los Angeles back in 2011. Currently, I look up to my clients Sean Burton and Devang Shah from Cityview. They lead such an amazing team, and it is inspiring to continue to partner with them.
How have you used your success to bring goodness to the world?
I run an entirely female team, which is something I am passionate about. While gender discrimination is not what it once was, it is still a problem for women leaders as they take on bigger, more expensive projects. By leading by example, I hope to inspire my employees to be aggressive and hands-on. I want to emphasize solution-driven work in the face of inevitable challenges, hoping to build resilience and focus that drives award-winning projects.
In addition to devoting time to mentor internally, I also see the importance of supporting my community, as well as realizing the benefits it brings to my employees to bond and “team build” by volunteering. I personally volunteer regularly for local organizations and encourage my employees to do the same at Habitat for Humanity and the LA Conservation Corps.
What are your “5 things I wish someone told me when I first launched my business,” and why? Please share a story or example for each.
1 . Lead by example. I never ask anyone on my team to perform a task that I haven’t already mastered.
2 . Get past the butterflies. My work on TV shows taught me to be more confident as a speaker and presenter.
3 . Hiring and firing employees will be the hardest part of the job. It gets easier over time, but it is still the hardest part of the job.
4 . Passing on projects is okay. I’ve had such a hard time saying no to projects that weren’t the right fit or because I didn’t want to disappoint clients. Of course, I try and soften the “no” with supportive suggestions, but it’s always best to be honest and never mislead.
5 . Prepare for fluctuations and the ups and downs of work. We celebrate our 20th anniversary in business next year. I’ve had to learn that there will be time with lots of work and other times of lull. Being prepared for the slower times is vital.
Can you share a few ideas or stories from your experience about how to successfully ride the emotional highs & lows of being a founder”?
I am a big believer in living in the moment and taking challenges one day at a time. Of course, I do forecasting and planning, but during challenging times I try and pause and know that the challenge will resolve itself. I have a great support group of other business leaders and it is wonderful to have folks to bounce challenges off of and discuss how to create solutions. I don’t have to have the answer right away.
Taking care of my mind and body are the most important things. I try and eat healthfully and get a full 8–10 hours of sleep each night (which is easier now that my children are older, thank goodness).
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
In my industry there is so much waste. Projects may require large orders, specifically in multifamily developments. Multiples are sometimes needed of certain objects to make sure we are fulfilling our commitments, and accounting for some flawed materials that can’t be used. And on every project, we need physical samples for visioning and planning. I am looking towards solutions to reuse samples and waste to help those in need and try to partner with companies that are doing so.
Read More