Finding an interior designer for a home renovation can be overwhelming, with endless images online offering little clarity on a designer’s budget range or availability. TALD (Things a Little Differently) aims to solve this by creating a curated, transparent marketplace for homeowners to discover, vet and hire interior designers. Since its debut, TALD has facilitated hundreds of consultations and full-service projects and amassed a waitlist of hundreds additional professionals.
As of last month, the platform has expanded to include architects, landscape designers and design-build firms — positioning itself as the first all-in-one destination for assembling an entire home renovation team. Unlike platforms that prioritize volume, TALD emphasizes quality and transparency, allowing users to filter professionals by cost, project minimums, availability and aesthetic.
With tools like strategic SEO, a custom Pinterest API, and partnerships with industry leaders such as Kligerman Architects, TALD is changing how clients source top-tier talent. The company is tapping into growing demand for remote design services, which 75% of homeowners are now open to, and is already handling projects ranging from virtual consultations to multimillion-dollar renovations.
This week, we spoke with TALD founder Emily Shapiro, a former institutional real estate executive who was named to Commercial Observer’s 30 Under 30 about design and technology, developing the platform and the future of digital design sourcing.
DNN: You’ve identified a friction point that every homeowner and every designer understands. When did you realize the industry needed a more curated and transparent way to connect clients with the right design talent and why is TALD the right way to do that?
ES: It started with a single referral. A newlywed couple asked me to recommend a designer for their Tribeca condo, and the match ended up being a long-term collaboration. They’re on their second project together. From there, I kept getting similar requests—in Atlanta, Chicago, Miami, Philadelphia. Different cities, different budgets, different scopes.
But the same problem: smart, motivated clients couldn’t find the right professional, and they didn’t know what they didn’t know. That’s where TALD comes in. It’s a curated path forward, not just a list. We give clients clarity, transparency and access—and we give professionals a platform that respects the way they run their businesses.
Quality & scale
DNN: You’ve grown slow and steady from 35 to over 130 designers in under a year, with your strict vetting process in place. What are you really looking for in a designer, and how do you plan to maintain your standards as the platform scales?
ES: We look for four things: experience, a clear point of view, professional photography, and what we call the good people factor. Our community is made up of trusted professionals—some are on the rise, some are at the top of their field. Scaling while maintaining standards is about understanding what clients are looking for and staying focused on quality over volume.
DNN: With the addition of architects, landscape designers, and design-build firms, TALD is becoming a one-stop destination for homeowners. How do you see this changing the way people staff and manage their renovation projects? And what sets you apart from a platform like The Expert?
ES: Most clients don’t start a renovation with a full roster in mind—they just know they want to get it right. TALD helps them build the right team, at the right time, with clarity around roles, price points, and process. Just as importantly, we help them find someone who feels like a fit—someone approachable, relatable, and aligned with how they live. Home projects are personal, and clients want to feel seen, not sold to.
The Expert has a celebrity-driven lens and is focused on selling high-end products. TALD is centered on curation, research, access and the relationship between client and professional. Connections are meant to be intuitive, transparent, and grounded in trust.
Trust & technology
DNN: So much of the industry still depends on word of mouth and Instagram. TALD is leaning into data and search. How are you helping design professionals shift from passive discovery to active client acquisition? And what role, if any, does artificial intelligence or algorithmic search play in TALD?
ES: Instagram sparks inspiration and intrigue, but it rarely answers a client’s real questions. TALD filters professionals based on geography, price, aesthetic, project type, and availability—offering a far more actionable path than scroll-and-save research.
We’ve built in SEO optimization from the ground up, and with tools like our AI-enhanced custom Pinterest API and omnisearch functionality, clients can now discover professionals through visual search, style tags, and even complementary teams. It’s a smarter, more intuitive way to find the right fit—and for designers, it means fewer mismatched inquiries and more qualified leads.
DNN: TALD puts pricing, project minimums, and fee structures front and center. Why was building that level of transparency into the platform a priority? Do you receive any push back from designers about this or has this been wholly embraced?
ES: Most designers are grateful. They tend to spend 25 minutes on the phone with a prospective client before fees come up in the last five minutes, only for the client to then realize it’s not a fit.
We’ve found that when clients understand cost ranges upfront, they come into the conversation more prepared and more respectful of the designer’s time. We’re not asking anyone to post their full contract online—but a project minimum? That’s helpful context. It helps to remove friction.
DNN: Designers waste a lot of time filtering out mismatched leads. How does TALD help professionals focus on qualified clients who are ready to move forward?
ES: It’s all about alignment. TALD allows clients to find their match based on a robust set of criteria: style, location, lifestyle preferences, services offered, budget. Our profiles are detailed enough that a client can self-qualify before they ever reach out.
And we let designers offer virtual consultations, which means they can monetize their time outside of full-service projects. Some professionals use this tool so they’re compensated for their time by a client that they’re still getting to know. It’s a smarter funnel.
DNN: You are seeing everything from quick virtual styling to multimillion-dollar renovations. What are these project types telling you about how clients want to work with design professionals today?
ES: Clients want choice. Some are all-in from the start. Others want to test the waters before committing. TALD supports both paths. Our virtual consultations are used for everything from tile selection to full furniture layouts—and often lead to deeper engagement.
At the same time, we’ve had full-service projects initiated through TALD with budgets up to $3 million. That range tells me that curation and access is the unlock, and flexibility is the future.
“Curation and access is the unlock, and flexibility is the future.”
DNN: Top-tier firms like Kligerman and Woodmeister were early TALD adopters. What made them take the leap, and how are you continuing to attract best-in-class talent?
ES: They recognized a shared mindset—a willingness to collaborate and a thoughtful approach to modernizing how people access architecture and design services. TALD is built for firms that embrace digital channels not to replace relationships, but to digitize them in a way that feels intentional and elevated.
We’re creating a more connected industry—where discovery, communication, and hiring happen more fluidly, without losing the integrity of the work. As we grow, we’re continuing to bring in leading firms across architecture, interior design, build, and landscape who see value in being part of that shift.
A different lens on digital search
DNN: Your background in commercial real estate gives you a very different lens on the industry and on how homeowners use search tools. What has translated well to the design world, and where do you think the industry still needs to evolve?
ES: Working in real estate development alongside global brands taught me how much the consumer dictates the experience. I watched how shifts in retail behavior forced even Nike to rethink how they showed up. Businesses need to meet their customers where they are and create synergy between digital and in-person experiences.
The importance of an omnichannel approach is relevant in architecture and design as well—clients expect to find professionals online, to understand what things cost, and to move forward without endless back-and-forth. But no one in the industry was meeting them there. That disconnect is what TALD is solving. You need the right experts, clear roles, and a sense of timing to get it right. We’re replacing assumptions with access and making it easier for clients to hire with intention.
DNN: Looking ahead, what does TALD become? Is it a matchmaking tool, a growth engine for design businesses, or something you see eventually reshaping how the entire residential design industry operates?
ES: All of the above. We’re building the infrastructure that supports how the industry connects, collaborates, and does business. Our product roadmap is shaped by what’s good for the entire ecosystem—tools and features that work for both professionals and clients. At the end of the day, we’re not just helping clients make better decisions—we’re helping professionals grow their businesses and bottom line in a smarter, more modern way.
