This week on Disruptive Design with Editor-in-Chief Courtney Porter, New Jersey-based interior designer Hillary Cohen reveals the triumphs and challenges of transitioning from working at high-profile firms to establishing her own design practice, HCO Interiors. 

With a career spanning over 15 years, including stints at Roman and Williams, Sill Huniford, and Huniford Design Studio, Cohen has worked on luxury projects for high-profile clients around the world. But in 2015, she took a bold step and founded her own firm, facing the daunting reality that, despite her extensive experience, she had no portfolio to show for it. 

For the full discussion on how Cohen reinvented herself and navigated the highs and lows of starting her own firm, watch the full interview linked below or read on for the highlights:

Uh oh, no portfolio

One of the core themes of Cohen’s journey is the struggle that many designers face when transitioning from working under established names to launching their own independent practice. For Cohen, confidentiality agreements meant that much of the work she had done at Roman and Williams and Sill Huniford couldn’t be shared.

 

The lack of a tangible portfolio posed a significant challenge, but it also offered a valuable lesson. “What I learned was that experience was just as important, if not more so, than the projects I couldn’t show,” Cohen explains. Her early years in these renowned firms were crucial in shaping her design philosophy and approach, laying a strong foundation that has served her well as a business owner.

Pricing strategy: balancing value and perception

Like many new designers, Cohen initially discounted her services to attract clients and build her portfolio. But there were a couple of problems with this: She wasn’t new, exactly and she quickly realized that offering discounted rates wasn’t a sustainable way to build a reputation. 

“The challenge was finding the balance between proving your worth and not undervaluing yourself,” Cohen says. 

Her advice to up-and-coming designers is to charge for the value you bring, even if you don’t have an extensive portfolio. It’s a message that resonates with many who are starting out in the competitive luxury design market.

Building new client trust

One of Cohen’s most rewarding projects was a collaboration with a client in Battery Park, where she was given the creative freedom to fully realize her vision. “Building trust with your clients is paramount,” she says. “When they trust you, they’re willing to let you take creative risks.”

For Cohen, this trust is the foundation of a strong working relationship and a key ingredient for successful design. Her approach is a refreshing reminder that interior design is as much about collaboration as it is about creativity.

Multi-functional design

Another key insight from my conversation with Cohen is the growing demand for multi-functional furniture, particularly in the family-oriented design sector. With families seeking to balance functionality and style, pieces like Woodbridge Furniture’s puzzle tables are gaining popularity for their ability to adapt to different spaces. 

“The trend towards hidden storage and multi-functional designs is only growing. Design isn’t just about looking good—it’s about making spaces work for the people who live in them.” – Hillary Cohen

Educating clients on the story behind the design

As clients become more educated about materials and design products, Cohen sees it as essential for designers to stay informed and share that knowledge. “Clients now come to the table with more information, so you need to be prepared to educate them,” she says. 

Whether it’s explaining the history behind a bespoke piece or discussing the sustainability of materials, designers today are expected to be not just curators, but educators as well. This shift in client expectations places even greater importance on the designer-client relationship, where transparency and trust are vital. 

But this is not a challenge for Cohen – Her approach extends beyond the physical work to an emotional investment. “I want to put something of myself into every project,” she says. I implore us all to take a page out of Cohen’s book: By investing emotionally and personally in each project, designers can create work that resonates deeply, forging a connection that goes beyond the final product and leaves a lasting impression.To learn more about Hillary Cohen, visit her online.