EP 067 | How Interior Designers Communicate Value with Joanna Goodman

How do interior designers help clients understand the difference between price and value?

In this episode, Kimberley Seldon speaks with Joanna Goodman about the importance of educating clients on quality, craftsmanship, and long-term value. While beautiful aesthetics may capture attention, clients also want products that perform well, last longer, and enhance their daily lives.

For interior designers, understanding what’s inside a product—and communicating that value effectively—is key to earning trust and justifying investment-level recommendations.

In this episode, we learn:
• Why clients care about functionality, performance, and value—not just appearance
• How educating clients about quality helps them make better purchasing decisions
• Why focusing solely on the lowest price often leads to disappointing results
• How limiting options helps clients make decisions with greater confidence
• Why product knowledge strengthens your role as a trusted advisor
• How small upgrades, such as improving a mattress, can significantly enhance comfort and satisfaction

Take Aways

The Essential Bedding Handbook

The Home for Unwanted Girls

Design Intervention

Joanna Goodman loves how creative designers are, and how most of them are so decisive!  However, when the designer doesn’t have enough knowledge to describe the product, it’s important to let the supplier know ahead of time that they should lead the conversation in front of the client.  This way, everyone looks good.

Joanna is the owner of the Canadian linen company Au Lit Fine Linens in Toronto. Originally from Montreal, Au Lit Fine Linens was founded by Joanna’s mother, Peggy Byron, in the early eighties. Joanna now runs the operation with her husband, Miguel. She is a mother of two, and also the author of five novels, including the recent #1 national bestseller, The Home for Unwanted Girls.