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INSIDE BUSINESS / WORDS OF WISDOM
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Elite panel shares stories of determination, perseverance and, ultimately, success.
By Anne McCarthy Strauss, DTM Correspondent
At a recent design forum held at the D&D who has truly achieved that elusive combi- Getting published is key. And, as any writ-
Building in New York City, a panel of elite design- nation of stellar design sense and business er or designer who has tried to get published
ers offered insight on how they overcame business smarts. Cullman, whose firm specializes in in- knows, learning to deal with rejection is also
obstacles to become the leaders of some of the terior decoration for collectors of fine art and key. Cullman knows this firsthand. Her firm
most successful design firms in the industry. antiques, offered her tips for managing the was continuously rejected, yet they persisted
Every panel member on the Design Forum business of design – with a strong focus on in their quest for publication. “We sent photos
talked about the struggles they faced with the marketing – in a seven-step presentation. to Architectural Digest for 10 years,” she said,
business end of designing and offered advice Establish an identity. in Cullman’s mind, “before we finally broke in.” She emphasized
to the nearly 300 attendees at the Architectural establishing an identity is the first and most the importance of always taking professional
Digest-sponsored event. important business aspect of being a designer. pictures of your installations. Architectural
Stephen Shadley
Stephen Shadley likes to look at his proj-
ects like paintings, each with its own textures,
colors and composition. His New York City-
based firm, StEpHEN SHADlEY DE-
SigNS, iNC., has managed such a range of
projects as a 1927 Spanish Colonial home in
Beverly Hills, a 20,000-square-foot contem-
porary house in rural pennsylvania, a pent-
house in New York City, an Arizona vacation
home and an Arts and Crafts lake house in the
Blue Ridge Mountains.
Shadley refers to himself as the accidental
designer, having struck out on his own in
1994. His own home appeared in the first Ar-
chitectural Digest edition to feature the homes
of designers.
Shadley chooses to keep his business small,
Shadley Cullman
employing only five or six people. He takes on
She cited the example of having an identity Digest’s Editor-in-Chief paige Rense encour-
just a few clients each year but works hands-
as a collector of fine art. Whatever your iden- aged persistence like Cullman’s. “We look at
on throughout the project. Clients have in-
tity, she said, you must admit that you can- everything,” Rense said.
cluded Diane Keaton, Robert Altman and
not know it all and need to surround yourself Have a public presence. Cullman re-
Matthew Modine.
with subject-matter experts and technicians minded the audience that every designer has
“in addition to having professional photos
who will help you to grow into your identity. the opportunity to participate in charitable
of your installations,” he said, “have a great
Ask the experts. Cullman encouraged the events that showcase design, as well as in
story to go with your pictures.” With his
audience to work only with the most reputable other charitable opportunities. She said that,
award-winning designs and roster of clients,
dealers and auction house representatives. By because people like to do business with oth-
Shadley surely has many stories to tell.
living up to your end of the partnership, she ers who take on charitable responsibilities,
Elissa Cullman
said, you will be providing support to your ex- such activities both make you feel good about
perts. These mutually supportive relationships yourself and serve to enhance your reputation.
Elissa (Ellie) Cullman, principal, Cullman
often last for decades. Cullman also stressed the importance of par-
& Kravis, inc., New York City, is a designer

30n Design Trade Magazine
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