Details are interior designer's forte at The Art of Placement in Boca

By Cindy Kent | South Florida Sun-Sentinel
June 2, 2008

Nancy Feldman has an eye for detail. She develops creative ideas for her clients. And she designs strategies to grow her Boca Raton interior decorating firm, The Art of Placement.

Feldman provides interior design and decorating services in a variety of ways, from 48-hour move-in projects to home-stagings, one-day makeovers and $550 two-hour interior design consultations.

"About 60 percent of my business is referrals," said Feldman, taking a momentary break at the location of a yearlong-plus residential project in Hollywood.

Feldman and her team were working in a house that a client had gutted, renovated and expanded. Fielding calls to her cell phone, Feldman coordinated services and deliveries from vendors, tradespeople and artisans. "It's like putting a puzzle together, from door handles to bubble tiles," Feldman said.

The challenge is managing a client's expectations, Feldman said. That's because the issues go beyond the client's control, such as a delay because a product is imported and not available. "We educate the client. It's about timing and choices."

"I did not realize how much I would need Nancy in the beginning," said Margo Newman, the Hollywood homeowner. "She can look at things, like the light switches or the staircase, and question their placements. She's kept me from making mistakes."

Giving clients options is an important factor in moving a job forward, and it's the same practice she uses for her own survival to navigate economic ups and downs, said Feldman.

She started her business 20 years ago and has employed a staff of up to four people. But she's also worked alone, until recently when she hired designer Betsy Abend full time. "With Betsy, I can offer more than I can by myself," Feldman said. And Feldman is sponsoring an unpaid college intern for the summer.

It's not all about designing," said Feldman. "It's a huge responsibility to have an intern. We're teaching about having a small business and growing that business. It's about how to get the jobs, budget, bill for the jobs and so much more." Jamie Rousseau, a third-year student at Central Michigan University, is studying design, engineering technology and construction management.

Feldman said she is frugal for herself and her clients and insists on working within a budget. "Everyone is much more aware [of rising prices], even my wealthiest clients," said Feldman. "I tell them we can be fabulous about it, but we don't have to be ridiculous."

Feldman's to-do list for running a business includes: networking, research, target marketing and re-creating yourself without compromising your specialty. For Feldman, it's the two-hour consultations that drive her business. Often, she said, people want validation, permission to undertake the project they have in mind. But after meeting with her, they're also likely to sign her on to implement the ideas.

Hollywood client Newman said that the way Art of Placement projected its services intrigued her.

"It was more about the placement of furniture, and how do you want to use your house," she said.

"And listening," said Newman, adding that every member of the family has his or her own preferences. "She has been able to do what we wanted without imposing her own style."

Decorating and designing jobs are team efforts, Feldman said. She takes clients on shopping trips to pick patterns, colors and textures and works closely with the architect.

"Working with Nancy," Rousseau, the intern, said, "I see the whole business aspect."