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INSIDE BUSINESS / WORDS OF WISDOM
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By Anne McCarthy Strauss, DTM Correspondent
Carleton Varney, one of the world’s most highly regarded designers, Dealing with customers is yet another tricky aspect of the design
is also a teacher, benefactor, brilliant storyteller and an astute busi- business, he said. “Is the customer always right?” he asked. He an-
nessman. In addressing a gathering of more than 200 accomplished swered his own question in one word: “Hardly.” He continued: “Can
designers in New York City, Varney exemplified each of these aspects you tell them? Another problem.”
of his multifaceted persona. He cited Fay Wray, the silent film actress of the 1930s, who com-
As president and owner of Dorothy Draper & Co., Inc., the oldest missioned him to decorate her Trump Tower apartment when she was
established interior design firm in the United States, Varney’s mis- 95 years old. Respectfully, Varney asked her why she would choose
sion is twofold: to please what may be the most discriminating roster to redecorate at that time. Miss Wray replied that seeing new things
of clients on the planet and to run a profitable business. made her feel alive at a time when many of her fans thought she was
At the Carleton Varney School of Design at the University of long gone. The right design can do that.
Charleston in West Virginia, Carleton’s first assignment for begin- In addition to his roster of landmark projects and international
ning students is to write an essay describing the very first room they clients, Carleton Varney is the author of 23 books, has designed two
can remember. No detail is to be spared, from shapes and colors down furniture collections, carpets, Rosalynn-pattern china, table linens,
to the smell of the room and even who was in it. “In each essay is the sheets, cookware, accessories including scarves, fabrics and wall cov-
foundation of each student’s taste,” he said. erings – not to mention the flowing ties that have become something
Once the essays are complete, students are asked to draw the room. of a personal trademark for, or on, him.
The drawing becomes the presentation – a key ingredient in the
recipe of every interior designer. Varney be-
lieves that presentation is key in building the
confidence of the client, and is an essential
skill in building both new and established
businesses. “Your ability to interpret what
makes a client feel good is the key to your
success,” he explained.
He emphasized the importance of travel
and seeing new things for the interior design-
er. “There is so much to see that will inspire
you,” he said. “You have to be out there.” He
told the group they must know their value and
never diminish their own worth, saying that
another key to ongoing success is to begin by
knowing who you are and then being happy
about it.
Although each designer has a look, Varney
pointed out that it’s the ability to make that look
a style and keep it current over the years that
makes for continued success. “Every symphony
has a melody,” he said. “You’re the conductor.
The melody must carry through throughout the
symphony.” But despite the beautiful analogy to
the art of design as a symphony, Varney runs his
business like a law firm, billing by the hour and
balancing designer’s salaries against the revenue
that results from their projects. It’s a balancing
act that he described as a fantasy blended with
hard core business principals.
Summer / Fall Issue

n 33
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