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• Find out more about Carla here:

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• Join the wait list for my revamped course, The Designers Edge

• Access the full video interview with Elana Steele of Steele Appliance here

What you will learn in this episode:

• How to shift your money mindset so you stop undervaluing your expertise.

• Practical ways to track profits and margins for sustainable business growth.

• Why confident pricing and clear financial strategies set you apart as a design leader.

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As interior designers, we pour our creativity into making homes beautiful, functional, and deeply personal. But when it comes to running the business side of design, many of us feel overwhelmed, underpaid, and unsure about how to grow sustainably. That’s why I sat down with Carla Titus, a finance expert with over 17 years of combined corporate financial planning, analysis, strategy, and online businesses experience. She provides fractional CFO services and financial consulting to business owners looking to grow their business profitably. Her mission with Wealth & Worth Within is to empower business owners to achieve financial clarity and peace of mind, so that they can get back to what they enjoy.

This conversation wasn’t just about budgets and spreadsheets, it was about shifting our mindset around money, profitability, and the value we bring as designers.

What’s a Fractional CFO—and Why Designers Need One

Carla explained that a fractional CFO is essentially a part-time Chief Financial Officer—someone who steps into your business to give clarity, strategy, and systems around your finances without you needing to hire a full-time executive.

Designers often try to “Google their way” through accounting or cobble together money systems, but that approach keeps them playing small. As Carla puts it: “What’s expensive isn’t hiring a CFO—it’s stumbling through your numbers and making no progress.”

A fractional CFO helps you look beyond the day-to-day bills and invoices and instead builds a financial roadmap for growth. They can help you identify your most profitable services, price with intention, and make sure your margins actually support marketing, team hires, and your own paycheck.

The Mindset Block That Keeps Designers Underpaid

A recurring theme in our conversation was mindset. Designers often undervalue themselves, take on unqualified clients, or lower fees just to secure projects. That creates what Carla calls a “pass-through business”—where money comes in, goes right back out, and nothing is left for profit, taxes, or paying yourself.

The truth? Clients aren’t just paying for pretty pillows or paint colors. They’re paying for the peace of mind that comes with your expertise—so they don’t have to make the decisions, take the calls, or manage the process themselves. Communicating that value is key to charging fees that actually sustain your business.

Carla shared that one of the biggest shifts designers need to make is embracing the role of CEO of their business rather than simply being the creative talent. That shift begins by asking: “Am I building a business, or am I just working job to job?” Once you claim that CEO mindset, decisions around pricing, hiring, and growth look completely different.

Why Marketing and Margins Go Hand-in-Hand

If your phone isn’t ringing, you can’t just wait for referrals—you need consistent marketing. But here’s the catch: marketing requires margins. If you’re undercharging, you don’t have the cash to network, host events, or invest in visibility.

Carla recommends starting with awareness—knowing your numbers, then creating a plan to break into higher-level clients. And remember, outreach isn’t a one-and-done task. Marketing is a machine that requires consistency to keep producing results.

We also touched on the importance of tracking ROI. If you attend a networking event, run a photoshoot, or invest in a PR push, are you tracking where those leads come from? A fractional CFO can help you connect the dots so you know which investments are worth repeating.

Navigating Tariffs, Quiet Seasons, and Market Shifts

We also talked about current challenges—tariffs, rising costs, and clients pausing projects. Carla emphasized what’s in your control: sourcing new vendors, presenting alternative options, and diversifying your services.

For example, during the 2008–2010 downturn, many decorating projects were shelved—but construction projects continued. Offering services in multiple categories (new builds, renovations, furnishings) creates resilience and keeps revenue flowing when one area slows down.

Carla also noted that quiet seasons don’t have to mean panic—they can be planned for. By setting aside profit reserves during busy seasons, you create a cushion that allows you to stay calm, keep your team, and focus on strategic growth even when projects temporarily slow down.

Planning for Growth—Without Burning Out

Goal-setting doesn’t have to be intimidating. Carla recommends starting in October with a brain dump of ideas for the following year. From there, narrow down to 3–5 goals and attach actual numbers:

• How many clients do you want?
• At what price point?
• By what quarter?

Sometimes growth for a small design firm might just mean one more project per year—and that’s okay. What matters is aligning your goals with your capacity, while building a cushion for the inevitable slow seasons.

Carla also stressed the importance of knowing your capacity. A $90K project might sound incredible, but if your systems, team, and time aren’t ready to handle it, you’ll burn out. Smart growth means scaling your operations alongside your revenue goals.

Building Confidence in Numbers

For many designers, finances feel intimidating or even shameful. Carla reminded us that money is just data—it tells a story about what’s working, what’s not, and what’s possible. Avoiding your numbers doesn’t make problems go away—it just makes them harder to solve.

She recommends scheduling a monthly “money date” with yourself (or your team) to review income, expenses, and cash flow. Even a one-hour check-in creates awareness and helps you make proactive choices instead of reactive ones. Over time, this builds confidence and clarity.

Key Takeaways

• Hire financial support before it’s “comfortable.” Bookkeepers, accountants, and fractional CFOs are investments, not costs.
• Stop undervaluing yourself. Your design expertise is worth charging for—it saves clients time, stress, and costly mistakes.
• Think like a CEO. Profitability comes from planning, marketing with consistency, and setting strategic (not emotional) fees.
• Diversify your services. A mix of construction, renovation, and furnishing projects builds resilience in shifting markets.
• Stay in relationship with your numbers. Monthly check-ins replace fear with clarity and confidence.

At the end of the day, your role as a designer isn’t just about creating beautiful spaces. It’s about building a business that pays you well, sustains your creativity, and grows with intention.

Like this Episode?

Be sure to check out Episode #240: How to Handle Mistakes on Projects Without Losing Client Trust

Be sure to check out Episode #191: Unlocking Profitability: Michele Williams on Mastering Your Financials

Be sure to check out Episode #180: How To Stop Losing Money On Construction Projects