Kellie Sirna Co-Founder of Studio 11 Design On Running a Creative Design Business
Kellie Sirna, founder of Studio 11 Design shares how she started out in the design field, started her own firm and where she draws her inspiration from.
Interview and Photography by Alison Engstrom
What inspired you to become an interior designer?
I’ve always loved traveling and immersing myself in different styles of architecture and fashion. When I chose to study interior design, I was inspired by the exciting challenge of creating an authentic story for each individual client. I love the thrill of developing a design narrative that tells the tale of a destination through material elements. The fulfillment comes from uncovering the heart of a destination and developing an approach that weaves in local elements in ways that feel authentic and welcoming.
What was your first job?
My first entrepreneurial job was selling my artwork door to door for a quarter when I was kid. Following design school, my first job was as a buyer at a furniture studio, there were no design jobs available when I graduated in 2004 but buying gave me a different tool to the business… I worked closely with lead manufacturers to oversee lighting, rugs, art and accessory inventory, and created purchase orders, tracked new products, and ran all the specialty promotions and store events. Doing a little bit of everything early-on in my career sharpened my interpersonal skills and shed light on the different career paths I could take within the industry.
How did you go about starting your company?
A colleague introduced me to my business partner when we were both a career crossroad and we clicked so well so quickly that starting our own firm felt like a natural step. When we met, we were both working mothers with years of experience having worked at the world’s top design firms, big and small. We shared a vision for building a boutique firm where we could be hands-on with every project. Our perspectives are always very different which has made us stronger partners.
What does a typical day look like for you?
There has rarely been a typical day for me since founding the firm. Prior to COVID-19, I was traveling nearly every week to be onsite for projects with speaking engagements lined up at conferences and events across the U.S. When I’m traveling for work, it’s all-consuming with back-to-back meetings and email catch-up in the limited downtime I have. When I’m home in Dallas, my most important job is being a mom to my two sons. This means my days are filled with sporting events and DIY projects at home before and after work (and often into the wee hours of the morning). Now that we’re at home for the foreseeable future, I kick-off my morning with physical activity before my sons wake up. I take a spin on my Peloton bike or live stream a workout class before home school starts. I strategized pulling my dining room into the main living area (leaving the previous dining room as my office space). This way, the boys have their own space to take classes, play games, or do arts and crafts while I buckle down on work. Later in the day, we’ll escape from our computer screens as a family to hang out in our backyard or check in on our new home, currently being renovated just up the street. We’ll have dinner together and FaceTime friends and family and theres a lot more chores/clean up to divvy out with the added cooking as well.
What would you say is one misconception about your job?
There are many misconceptions to choose from, but my favorite to tackle that we pick paint colors and pretty tassles or shop for a living. Our team has been schooled and specifically trained to space plan, write detailed specifications that maintain safety, durability and the CYA our clients need to be protected from lawsuits. We’re always on the hunt for the newest technology and innovative approaches that can save our clients time and money. At the same time, we keep an eye on the fashion and art world to get a sense for what people find inspiring at this moment in time. All of this knowledge combined plays into how we make informed design decisions. In reality, we’re shaping the trends.
How do you navigate the highs and lows of running your business?
Navigating the constant flux of running a business would not be possible without my business partner, Stacy. Because we’re extreme opposites, we’re able to anticipate different challenges and support each other where we need it the most. The highest highs feel the most gratifying and the lowest lows feel the most surmountable because we have each other.
How would you describe your design aesthetic?
Studio 11 Design does not have a specific aesthetic. What we pride ourselves on is giving the client exactly what they want. If we could attach words to how we want our projects to feel: fresh, inspiring, and memorable. At home, my aesthetic is warm, welcoming, and lively with a touch of glam. When it comes to applying this aesthetic to your own home, my mantra is that pops of color, thoughtful lighting, and layering in or repurposing memorabilia can work wonders. For example, my favorite item to collect is door knockers. Lou Verne, our firm’s styling, curation, and art vertical created artwork from door knockers that had been collected throughout my travels over the years.
Do you have a few go-to shopping resources that you can share?
Local antique shops are my go-to source. By shopping locally, you can get a better sense into the nuances of that destination and directly support the community you're in. I’ve had so many interesting conversations and gleaned so much inspiration for projects from my time spent in local antique shops! Online, I’m frequently scouring social media to discover local artists and artisans. Many creatives who don’t have other means of exhibiting their work have turned their social media platforms into their personal galleries. Social media can be a great connector and window into the talent within a local community.
What is the most valuable career advice you have ever been given?
Being in the creative industry, it’s very easy to pour your whole heart into every project. Inevitably, not all feedback will reflect the passion you put into bringing your creations to life. When faced with less than stellar feedback, reconsider the road block in a new light. Dare to adapt a fresh mindset that will help get you excited to dive back in. Challenges are not a reflection of your identity, but merely a fresh opportunity to learn something new and more about yourself in the process. An equally important piece of advice is to stand up for yourself when the situation calls for it. In male dominated industries, women come up against all kinds of challenges their male counterparts would not face because of their gender. The result can be pressure to capitulate. Find your support system, reach out for guidance, and ruffle the feathers that need ruffling. Always be professional, but don’t compromise your standards of professionalism to please others.
Have you had a mentor to look up to help you navigate your industry?
My parents had a diligent work ethic and they raised me to be goal-oriented. When we’re faced with a business challenge, my first inclination is to work harder to find a creative solution. Within the design community, I’ve had many mentors. My business partner, Stacy Elliston, has been a consistent support to me. She’s highly organized and has an intuitive leadership style that continues to inspire me everyday. As Studio 11 Design has expanded, it has been a joy for me to find mentorship among my colleagues. I’ve watched many of our team members command some very intimidating boardrooms or start charities for causes they love while juggling a tremendous workload. Other industry peers who are mentors to me are those that are somehow managing to balance demanding careers with motherhood. Their friendship means the world.
What’s your advice to those looking to run a successful interior design business?
Many entrepreneurs feel the pull of managing every aspect of their businesses themselves. There’s a balance between being financially conservative and investing wisely in yourself and your business’ ability to grow. As the firm expanded, we realized the bookkeeping was taking up days of our time. There was a pivotal moment when we took the plunge and hired our CFO. Ultimately, this was the best decision. Not only is he better at the job than we were, but by hiring him, we saved ourselves time that could then be spent doing what we love: design not accounting. Outsource what you're not good at and what you don’t love to do. Your time is an asset.
