Episode 35: Joanna Draper on Systems, Specialism & Growth In The Design Industry
If These Walls Could Talk: The Business of Interiors PodcastShow Notes
Joanna Draper on career change, design business systems, and the value of specialist wall covering.
Rachel Usher speaks with Joanna Draper, COO of Wells, about her unusual path from surgeon to interior design leader and now operations specialist in wall coverings. They also get into the business side of design: fees, procurement, systems, scope creep, and why creative studios need more operational clarity.In this episode, Joanna shares how her background in medicine shaped her confidence on site, why interior design studios need better business training, and what it takes to build a sustainable design practice. It is a practical conversation for designers, studio owners, and anyone curious about how the industry really works behind the scenes.
Joanna shares her career pivot from surgery into interior design after realising she did not want another 40 years in medicine. She explains how a diploma at KLC and a two week internship with Nina Campbell opened the door to a new career. We discuss how skills from medicine, like communication, pressure management, and working across specialisms, transfer surprisingly well into design. Joanna and Rachel talk about the lack of business education in interior design training and why many designers are left to figure out fees and operations alone. Joanna explains why junior designers should expect a lot more spreadsheet work than mood boarding. They break down three common fee models: fixed design fee, hourly billing, and hybrid approaches. Joanna gives a clear case for setting fees based on actual overheads, working hours, and the real scope of service. Procurement is discussed as a major value-add, not free admin, because designers absorb risk, logistics, and problem-solving on behalf of clients. They examine why low-budget procurement can create more risk, more headaches, and less profit for designers. Joanna describes her move from Nina Campbell into Wells, where her focus is now operations, craftsmanship, and specialist wall covering installation.
This episode is a reminder that strong design businesses are built on more than taste alone. Joanna’s story shows how transferable skills, discipline, and confidence can open doors into a new career, while her approach to fees, procurement, and systems makes a strong case for treating interior design as both a creative and commercial profession.Her perspective on craftsmanship also lands clearly: specialist trades matter, hand skills still matter, and the future of the industry depends on preserving that expertise while embracing change. For anyone building a studio or considering a career shift into interiors, this conversation offers both reassurance and practical clarity.
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This episode is sponsored by eba Interiors.
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