Episode 458: Lucy Feagins of The Design Files
In this insightful episode, Fiona Killackey interviews Lucy Feagins, founder of The Design Files, Australia's premier design destination. Lucy shares her 16-year journey of building a successful digital media brand, offering invaluable insights for small business owners and entrepreneurs. She discusses the challenges of scaling a business whilst maintaining brand integrity and work-life balance. Lucy emphasises the importance of trusting one's instincts in decision-making and staying true to core values. The conversation delves into strategies for effective team management, content creation, and adapting to changing media landscapes. Lucy also reveals the thought process behind launching The Design Files' print magazine, highlighting the enduring value of tangible media in a digital age. This episode is a masterclass in building a sustainable, passion-driven business, offering practical advice on leadership, brand evolution, and maintaining authenticity in the competitive world of digital publishing and design.
You'll Learn How To:
• How to build a successful digital media brand from a passion project over 16 years
• Strategies for maintaining brand integrity while scaling a small business
• The importance of trusting your instincts in business decision-making
• Balancing commercial awareness with creative vision in content creation
• Insights on launching a print magazine in the digital age
• Tips for effective team management and leadership in a creative industry
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Lucy Feagins: I think I have always been quite sort of clear and decisive about decision making. And so it really has been a series of decisions of just trusting my instinct every time any opportunity like that comes up. So I can't say that in year one I had a vision for what Design Files would be like in five years time, let alone now. But I just think so much of what we do in particularly small business is being guided by our gut instinct, and I I'm still guided by that today.
Today's podcast features the founder of Australia's go to design destination
Alright, let's get into today's interview episode. I feel like today's episode has been years in the making. And I say that because I've had so many conversations with, this particular person about coming on the podcast, and it's finally here. We finally got a chance to sit down and talk, and I'm super excited about this one because so many of you will be very familiar with who I am talking to. So who is it? Who is today's guest? Well, it is none other than Lucy Feagins, the founder of The Design Files, Australia's go to design destination. Now, whether you are in the interiors, design, architecture space, or whether you just have an interest in that, or you have an interest in cooking, in family, in gardening, in all the things that we all are doing day in, day out as part of our lives, and they make up such a huge part of our lives, you will be familiar with The Design Files because you can go there and literally find inspiration and knowledge and just incredible visuals on pretty much anything to do with home and living and food and design. And it's just been such a massive champion of the creative community for almost two decades. So it's an absolute pleasure to be talking to Lucy all about The Design Files, how they've built it, how it's changed, how she has grown as a leader, but also about their brand new physical magazine. The Design Files. Issue one has just come out. They're going to be doing two a year. And I have to say, it is absolutely beautiful. I used to work in the magazine space, and it is so lovely to see something that is tangible that you can flick through, that you can take out into the garden, that you can take with you to the beach, that you can have a moment away from a screen and still get the inspiration that The Design Files has been so incredible at providing for almost two decades.
In today's chat, we talk about the business of The Design Files
In today's chat, we talk about the business of The Design Files and how this is separate to Lucy as a person. What it's been like to grow her team, but also stay intentionally small. What it's like for her own understanding of business and doing this all in a very public space. They have, you know, half a million followers on social media, even things like influencers. And how does she decide which content about her life she will and won't share. And I know that's a big thing for a lot of founders when their business grows and their own personal profile grows. Alongside that, we also talk about the magazine. Why now? Why after 16 or 17 years in this business, did they decide to come out with a physical magazine? And also, what were the lessons that they learned? Were there things that they didn't foresee? So it's such a great chat, and I have to say that Lucy and her ability to just be so honest and real and share it all is just such an inspiration. And I do say this in the interview, but I just want to say, again, a big public thank you to Lucy. Her, support of my own business and allowing me to come on and be a columnist for The Design Files when I was just starting out as their small business columnist, and also her support of my first book. She actually did the testimonial on the COVID of passion purpose, Prophet. I've just, you know, been so appreciative and grateful for her support. And I know so many of you listening will feel exactly the same because The Design Files has helped so many creatives get their work out there, connect with other people, and really find exposure, especially, you know, brands and homewares and interior designers. So I just want to say a big public thank you for all of that, Lucy, but also for coming on today's podcast.
I'm interviewing the founder of The Design Files, Lucy Fagan
So here it is, my interview with the incredible Lucy Feagins, founder of The Design Files. Hello, Lucy. Finally, finally, you're on the podcast. Welcome. How are you feeling about life right now?
Lucy Feagins: Thank you, Fiona. Thank you so much for having me. Sorry I've been hard to pin down, but I'm very excited to have this chat. And I'm good. I'm feeling good. We've had a busy few weeks at The Design Files, but it's exciting to be chatting.
Fiona Killackey: I'm super excited, and I'd say that most people that listen to this are, very, very familiar with The Design Files, including those outside of the AU or outside of Australia, because we have a huge global audience, which is so lovely. Thank you for listening, everyone.
The Design Files started as a passion project, not a business
But for anyone who hasn't heard of The Design Files, what is The Design Files? When did you start, and why did you call it The Design Files?
Lucy Feagins: Great questions. I'll cast my mind back. I started The Design Files almost 17 years ago. It was 2008, and I was about, I was 27 years old, and at the time, I was working as a stylist, set dresser in the film and tv industry, which I really enjoyed, but it was freelance work, so it was quite up and down, contract based work. And, you know, like so many creative people, I just. It was a side project. It was a creative side project that I, that filled my cup outside of work. And to be honest, it definitely started as a, passion project, not a business. So since then, in the years since then, I've had to retrofit a bit of a business strategy or, you know, some business plans on top of it, because it really did just start as a side project that didn't really have a commercial focus. I called it The Design Files because it was such a different time back then. As someone that studied film design, I was very interested in set dressing, styling, interiors and rooms and spaces for film and tv and photography. This was a time before Pinterest and before Instagram. And, I mean, obviously the Internet was around, but it was a very different place. And, so for me back then, being this sort of wide eyed graduate wanting to get into the design world, I would clip out pages from magazines that would inspire my work. So I had these folders, I had, like, about 15 big ring binders that I just for myself, called my Design Files. And so I would slice, I buy all the design magazines religiously, all the australian ones and a few international ones too. And I would slice out, you know, bathrooms that inspired me, buildings that inspired me, you know, architecture that inspired me, and file it meticulously under these subcategories. And that was just internal sort of terminology that I was using. So I guess when I started the website, it was a personal blog when it started, and it just made sense to me to call it that name. But to be honest, it's a bit like, now I'm like, what a weird name. I probably would have called it something else if I'd known how big it would have gotten. But that's the story of how the name came to be.
Fiona Killackey: I love it. I love that. And, I was thinking there was something to do with the X Files or anything in there, but absolutely not.
Lucy Feagins: Well, it was on m that era, that's all. I will say it was probably the X Files vaguely at that time, but, it was just sort of, I guess it spoke to the, the idea of it being an archive and documenting design and stuff that inspired me at.
Fiona Killackey: The time, which it does so well. And even though you said I have had to retrofit some of the business strategy to it. So a year after you started, I emailed you to do a magazine article, and I still have the email, I think, somewhere. And I had sent you two places that I was working for, and you were very clear in that, like, thank you so much, but I just feel like this one is not in line with the brand. You wouldn't have said with the brand, but. And then you had this other one, which was a us one that I wrote for, and I just felt like even then, you were really clear on, like, I'm not gonna just get media for the sake of it. I'm really passionate about what I'm doing. I have some boundaries around it. And you kind of, maybe even unconsciously, knew how you wanted the brand to be perceived. Did you know right from the beginning, and you've kind of said, maybe not from your past, you know, previous answer, but did you know, like, this is what I want The Design Files to be, and I'm not gonna really budge on that, at least at the start. Cause a lot of people start a business and just say yes to every opportunity. And I feel like you were like, thank you so much. and you were really polite, but you're like, that one isn't really for me, but this one would be. And I was like, okay, this person knows what she wants.
Lucy Feagins: My God. Well, I am very impressed with my 28 year old self, because I don't remember that, which I feel bad about.
Fiona Killackey: No, no. It was a, particular automotive magazine that is very big. But it was. Yeah, I really respected it when you wrote that back because I was like, she knows what she wants. Okay.
Lucy Feagins: Okay. I don't think I actually did have a clear vision for what I wanted The Design Files to be. But I guess I think I have always been quite sort of clear and decisive about decision making. And so it really has been a series of decisions, just trusting my instinct every time any opportunity like that comes up. So I can't say that in year one, I had a vision for what Design Files would be like in five years time, let alone now. But I just think so much of what we do in particularly small business, is being guided by our gut instinct, and I'm still guided by that today, even though today I do have. I've got a team, and I've got a clearer idea of what our business is and what it does. I think still really, at the end of the day, it's pretty much every decision I make. The first decision making sort of thing I do is to just ask myself, does it feel right? You know, is it. Is this the right path to take? And it still is very intuitive. So, it's not great advice, actually, to be honest. Like, m a business would be better if you could just have systems and processes. Everyone can just have this black and white answer, to what direction you should take. But, that's just not. The design falls away, unfortunately.
Design Files is still a small, independently owned business
Fiona Killackey: And so with that, with your instinct, how has the brand changed over the last 1617 years and also what stayed the same? What do you think has been like? Yeah, that's just been consistent from day one. And then is there anything that you think people would be really surprised to know about you?
Lucy Feagins: So, look, in terms of what has changed versus what has stayed the same, The Design Files is a small, is still a small, independently owned business. I am the only owner and sort of managing director person of this business. So, there has been opportunities along the way where people have expressed interest in partnering with me or investing in Design Files and for me to be able to grow it bigger. And I've always declined those opportunities because I so greatly value my independence just as a decision maker in this business. And I just really enjoyed having no one to answer to because why go out on your own and start your own business if you're going to have a sort of boss like person that is going to be breathing down your neck? So that is something that stayed the same is our independent spirit, which really does come from me as the owner operator of the business. But I hope it's also instilled in the team and in what we do. You know, being independent, independently owned, and sort of in having an independent voice is a big part of, I think, what differentiates the type of stories we run, because we can align what we're covering to our personal values and passions. As a team, we can say no to, commercial opportunities that would potentially be lucrative, but that just don't feel like they align with our values or what we want to do. So that, I think, has been consistent over the course of running the business for 16 years. In terms of what's changed, I have become much more commercially aware and knowledgeable about business. And I think in the early days I would take on a lot of projects because they were exciting and then they weren't necessarily profitable, which is not to say we only do things if they're profitable. But I think I've become a bit more of a realist in terms of the business has to sustain itself, and we can't just do endless fun projects if it's not paying the bills. So, you know, I think it has grown up a bit the business, and I think generally speaking. It's about my business acumen that has really evolved over the time and hopefully that's grown the business in a sustainable way, financially speaking. Yeah, and I mean, you know, the business started as well with just me. It was the cliched me at my dining table business. And now we're a team of nine women and we have a lovely office in Collingwood in Melbourne and we have great collaborators. So, regular freelancers that we work with all the time in different states. So we're definitely a team now as opposed to being just a solo operation. But every bit of that growth and change has been very iterative. We've been around for 16 years and we've only got nine staff. So it's not like it's been a huge growth path. It's been very measured and cautious and, you know, growing a little bit each year. To get to this place, which I think has been one of the reasons why we are, still here, is like, I'm not very into taking massive financial risks or anything like that. I like growth to be quite cautious and measured and therefore hopefully sustainable.
Fiona Killackey: Thank you. Thanks so much for that insight.
And so what do you think people would be surprised to know about you as a person or in your business?
Lucy Feagins: That's a good one. You should ask my team about this. Well, I'm starting to feel like the oldest person in my business because I. There are so many things now that I like. When I started, I felt like I was teaching the team how to do things and now the team teach me so much. And so I definitely feel a bit out of touch with some things. Like TikTok. Forget about it.
Fiona Killackey: Oh no, you need to get on it.
Lucy Feagins: It's so good. I mean, firstly, I feel like I can't. If I have the opportunity to not become addicted to another social media platform, this is probably one opportunity I should take. But from a business point of view, I should be on there. Like, personally, Design Files is on there. That's just one example of something that the team definitely lead on and it's not my world. So I think one thing that might surprise people about me is I'm not up with every social media platform and every sort of online platform. I definitely lean on the team these days because I am now the oldest person in the room at the design bar sometimes it shows, I love that.
Fiona Killackey: I really enjoy TikTok as a platform in a way that I haven't enjoyed Instagram for a long time. As a user. Someone asked me the other day, they're in their fifties, like, why? And I said, it's like, it's in my brain. It has, like, true crime and then it has this, and then it has how to get your kid to eat more vegetables, and then it has, like, all these business stuff. It's like all the things I'm interested in in one feed versus, you know, necessarily Instagram. And also, I just feel like it's less polished, it's less. I know it sounds like an oxymoron, a bit more real in some cases than it's kind of how Instagram used to, like, started off as.
People have said you should just train business coaches; I have zero interest
But, one thing I was going to say is when you said you've had people come in and sort of say, oh, I could buy into this, I could be a business partner. We could take you bigger, make you bigger. That happens a lot with businesses, and not even necessarily I want to buy that. You know, I want to be business partners or anything big like that, but just the shoulds. Like, the should police come out. When I started this business, and even so many years, people have said, you should just train business coaches. You should have, like, 15 business coaches, and it's my daily business, and you just make money off all of them. I have zero interest in doing that ever. And I really like working from home. I really like having a small team.
A lot of small business owners are finding it tough right now
What would you say if someone's listening to this, who's in your position right now thinking, oh, this big offer's on the table, or this other thing's happening, or I should move to a bigger studio, or I should be doing this, and maybe I'm keeping myself small out of all sorts of emotional reasons. What would you say to them if you could, you know, say advice, give advice?
Lucy Feagins: Well, I think what I've always asked myself in those situations is, why would you need that input or that money? You know, so what is the reason for doing it in my case? You know, there's been times where people have wanted to come into, I mean, not heaps of times, but there's been a handful of times where people have approached me and said, I will inject some money into your business and help you grow it. And then it could be bigger and more profitable. And first I just look at it and I just go, what's the outcome for me in the best case scenario of that exchange? And the outcome is, I have a bigger business that's a lot more stressful to run, potentially, and maybe turns over more money. But actually, I mean, I could be wrong about this, but I don't feel like, my personal income or lifestyle would be actually enriched to the same extent that my stress levels would go up. Do you know what I mean?
Fiona Killackey: Yes, completely.
Lucy Feagins: And also, I just always think, do I really need that money to do that thing? I don't think there's many things that I want to do that I couldn't find the money for if I really wanted to do it. I know we'll get into it later, but we've just launched a magazine, which we've done in house, and I'm just like, for a business of my size, that's doable. I can find 20 grand to do something if I really want to do it, or 50 grand even. Or I've got a. If I really had a massive project, I probably could add to my mortgage and take some extra, you know, get, get a bit of extra funding that way, if I had a big project, I really wanted to do. So to me, I'm like, there's nothing I want to do that requires me to have someone else come in and then totally change the fundamental structure of my business. So I think it's about asking yourself, what is it that's appealing about this offer that's on the table? What outcome am I looking at that I can only achieve if this person collaborates with me? Because I feel like for most small businesses, you can do a lot without having to give away a percentage of your business or a percentage of the control that you have over what your business does.
Fiona Killackey: Thank you for sharing that so openly and honestly. I think that'll help so many people. And I just feel like, and I talk about this with clients all the time, the metrics for success so much in small business are just financial or just how big you are, or just that you've expanded into XYZ territory. And I just think so many times people need to look at their year. I was just talking to someone this morning, and she was saying, you know, I've really worked on my health this year. This is a. And I was like, that is a huge metric for success, because that's going to have a long term impact for the rest of your life and potentially especially on your kids and everything else. And it's so often, and because right now, you know, the economy is what it is, and a lot of small business owners are finding, it really tough, especially in retail. And it's like, we've got to change this mentality that it's just about getting bigger. Bigger. Bigger is the only metric for success, because I love what you talked about.
Lucy Feagins: Yeah. I mean, the other thing I would say with that is I have looked over the last 16 years, I've looked at other businesses that seems so successful to me and I have, there's been times when I've thought, oh, what am I doing? I'm not making that much money. And look at that business over there that started the same year that I did, and they seem to be doing really well. Do you know what? 16 years on, there are a lot of those businesses that I used to really revere and they're not actually around anymore, which is not the fault of anyone, obviously, when it's extremely sad when businesses close or, I don't wish that on anyone. But I, I think there's a lot to be said for just still being in the game 16 years later. And I think sometimes when we chase that growth, that can open us up to risk. And I think longevity is, for me, a real marker of success. And that's what we've been able to achieve by being pretty cautious about all that sort of decision making along the way.
Fiona Killackey: Totally. And if your business was a child, they'd literally be finishing year twelve. They're like on their way.
Lucy Feagins: I've never thought of it that way. That's so true.
Fiona Killackey: It's like they're, they're going out into the world. They're fully grown. Like, that's incredible. That's so incredible.
Design Files magazine launches in print after 16 years online
So speaking of other incredible things, your magazine, which I have in my hand, super excited and congratulations. It's massive. It is just beautiful. The reads are really good. It looks gorgeous, as you would well expect from you guys. Like, it's, it's really beautiful. Why now? Like, why after 16 years, did you decide to do this? And also, you have so many contributors, you've done so many houses over the years, you've got so many beautiful photos in here, but you've got so many relationships with photographers. Like, how did you choose what was going to go into it? Where was your, did you come up with your page plan and did you go, okay, like, yeah, tell us all about it?
Lucy Feagins: Well, thank you so much for supporting the magazine and, yeah, it's been a real passion project for me and the team in terms of asking why and why now. I think actually it was time for us to step up, step out of our comfort zone a bit, as a team and as a business. And I say that because I think when I started Design Files blogs at that time, and we were a blog when we started, were really seen as a disruptive sort of new channel. So you know, that was at a time when glossy magazines were seen as really going downhill and blogs were the new thing. And especially in fashion, I'm not in fashion, but certainly the media landscape around fashion was like, oh, all the bloggers are front row at the fashion shows and the magazines are, you know, going down.
Fiona Killackey: Susie Bubble days. Remember Susie Bubble?
Lucy Feagins: Yeah, I do totally remember Susie Bubble. And so, you know, that was a time when what I was doing in the online world was seen as a sort of disruptive thing. And I, you know, that was where the growth was, is being online and magazines, the momentum was heading sort of downward. And so for a while there, we were a sort of disruptive media channel. And then, you know, you evolve and that we're certainly not a disruptive media channel anymore now we're sort of legacy almost. And now influencers and social media are really taking a bite of our advertising dollar in the way that we probably did, you know, when that glossy magazines would have been frustrated by back in the day. So I think, you know, 16 years on, we are no longer the sort of quirky indie disrupter. And I think that's partly why I felt it was time to sort of launch something in print. Because to be honest, it is. I hate to admit it, because I feel like all our content is excellent, even just online. But I think there's a level of credibility and brand awareness that you just don't get online. Particularly not so much with our audience, but with our clients and advertisers. You know, I think there's a there's a brand credibility that we felt we could really build with a print publication that would be, you know, something that we haven't built in 16 years of online. So we felt it was time to be in print for that one. That being one of the reasons we've been offered a book deal. Book deals in the past. And I've always shied away a book, which I know people are surprised by. But my reasoning there was, firstly, I want to do the whole thing ourselves, independently, and I don't want to work with a publisher. And I felt like we could do that with a magazine and maybe would have been harder with a book. And secondly, I just really felt like I still want our project to be, to feel current and to feel up to the minute sort of, and not to have to sort of do 50 photo shoots and then wait two years till the print version comes out. Because I just feel like we still want to feel very relevant and current. So the magazine enables us, because it will be twice a year to still put something out somewhat frequently, or on a sort of publishing cycle that ensures that the content still feels of the moment and. And relevant. Yeah, I mean, also, you know, we have asked our audience, we do read a surveys every year, and we ask our audience what they want from us, and we've asked them some questions about whether they'd be interested in a print magazine. And the overwhelming response was that people, you know, were keen to see that from us. So, you know, we're also guided by our readers and any media, brand or publisher. really, I think these days you have to meet your readers or your audience where they are. In fact, that's true of every business, not even just public, any small business, anyone selling anything. You've got to be where your audience is. And the audiences have moved over the last 16 years. And now, as we all know, the Internet is an extremely cluttered place. It's very hard to stand out online. And also, the perceived value of content you're putting online is somewhat diminished by just how much content is out there online. So I think the magazine really gives us the opportunity to engage with our audience where they are in a way that is more. It's just a complete way to consume content, and I hope more pleasurable and maybe slightly slower and in a way that feels a little more meaningful than just sort of endless scroll that we all participate in online every day.
I love what you said about the way that people can consume it
Fiona Killackey: so many things in that. I love what you said about the way that people can consume it, because it is something that you can take out to the garden and you can switch off and you can let your mind wander. And when I was reading it, I love when I'm reading books or magazines or whatever, to just take a minute after each article and think about what was the main thing in there. Just things like what stood out to me. And also, our very first guest on this podcast ever, in episode two was Josh Rubin, who started cool hunting, and he talked about the brand collaborations and how important it was to have something tangible that people could have, like a product that's on their desk or on this, or having it on the commute that is your brand in their life in a non screen way, like in 2020, when he was talking about that, they'd done so many amazing things, but I just. I think a magazine's wonderful. And also because it's so beautifully done, you just don't want to get rid of it. You know, you're like, it'll sit there and be there for months and months if not years, and you'll flick back through it and I imagine, like, people have Airbnbs and stuff, like, you know, then you've got a whole new audience as well.
Lucy Feagins: Hopefully. Hopefully, yeah, I think it's awesome with this.
Sunday Magazine launched its first print magazine this month
Fiona Killackey: You know, obviously you were a content creator way before the term content creator came out. Was there anything that you learned? Obviously, it's a different medium, but was there anything that you didn't foresee when you were planning this, that you were like, oh, even though you had 16 years of content creation? I don't know, anything that stood out where you're like, oh, that wasn't how I thought it would go in terms.
Lucy Feagins: Of the content we planned for the magazine. Yeah.
Fiona Killackey: Or just even pulling it together. I mean, we used to start fashion journal back in 2003 and Stu magazine and David Jones with like a page plan. And when I brought that page plan into Memco to do a retail training guide, I was like, oh, I haven't looked at a page plan forever. And obviously in online content, I mean, you guys have an incredible system, but was there just anything that you stood out where you're like, oh, that's different. Or even like, say, for example, the DP's, the double page spread and understanding, like this, the ad seam, and like, you know, that you can't have important information in the scene. Like, did anything stand out like that for you?
Lucy Feagins: Yes. Those challenges were sort of the obvious ones, you know, the physicality of just being imprint. So, like, sourcing the right printer, and, you know, dealing with all those design issues around imagery and how it's going to go on certain stock and, you know, in certain places in the mag and stuff like that. So that was a steep learning curve. But I think that we expected that and we certainly, you know, were proactive about researching that, working with the right collaborators to get those things right. And in terms of a page plan, I have to shout out B. Taylor. So Bea is, well, she's been a design fos for a couple of years now. She is our, managing editor online, but she is actually the editor of the print magazine. And I have been elevated by the team to editor in chief of the print magazine, which, you know, be brought so much rigour and experience because she actually came from working in print magazines in New Zealand. So she is the one person on our team that knew how to make a print magazine. So she really guided us. We did have a page plan, sort of digital version that we could all access. And then we didn't put like every page on the wall, like the September issue with no documentary style. No, we didn't do it that way, but we did have a pretty extensive, yeah, a lot of spreadsheets going and a sort of visual, I should say, paid plan online that we could all access. But I think the challenges more so, have been around curating the content and you know, just imagining and trying to get right what The Design Files feels like in this form and how the content, you know, might need to differ slightly to resonate in imprint medium. So those are more just like things that we've grappled with internally around. What does this look like if it's in print though? Like if this sort of article were in print, how many pages would it be? And it is a bit different. And the, and the sort of way you tell the story is a little different too. So it's sort of more little things like that that probably wouldn't be that obvious to the reader. Those are the things we've grappled with internally. And then the other big thing really for me was just like having something that you have to sell your audience. Like, you know, we have never really sold content. We've, we've always just, our audience has full access to everything we've ever published for 16 years. And it's the first time we've asked our audience to pay $25 to engage with our content. And I think it's ah, quite a different mindset to sell your content versus just to put it out there. Ah, so that has been a bit of a mindset shift for us too.
Fiona Killackey: It's really interesting that because we did an experiment, we send a Sunday email out to thousands of small business owners every Sunday. And we did an experiment because we had people saying, I love your podcast, your Sunday email, I love it, but I don't, I always put it to the side. Like, I'm going to come back to that. I'm going to action it when I can come back and have the time to read. And so we experimented putting an audio file in the Sunday email as well, so you can just listen to this email. And then we experimented with like, lots of people wrote back and then we said, would you pay, like, would you pay $5 a month to access the audio file of our Sunday email? And that was really interesting because people have this whole, like, I've been reading your email for six years for free. So what? Like, it's that, yeah, it's, it's really a fascinating thing, but you've done really, really well. And this is just one additional brand extension for TDF, because you've done so many things. You've got your podcast you were doing for years, TDF Open House, which was gigantic. I don't know how you did that. That was a whole huge exercise. And you've had the TDF, like The Design Files awards and so many other events. And I think with the rise of AI, which I'm super fascinated with, and we've just started an AI monthly chat for small business owners, there's just going to be more and more emphasis on real life events and tangible things and that humanity and real connection.
What do you think makes for a great experience in person? Well, it's interesting timing
What are the things that you think make an experience in person? Great, because you've got your exhibitions, you do a lot of events. What do you think makes for a great experience in person?
Lucy Feagins: Well, it's interesting timing to have this chat because we did just come off the back of having two magazine launches. We did one in Melbourne and then one the following week in Sydney. And we hadn't really had an event like that for a long time. And the feedback we got that I found quite interesting was a lot of people who came along and said, this feels different to most events I attend. And it feels and sort of like quite positive feedback around the vibe and the atmosphere of the event. And I think what they were referring to was that it didn't feel like it was just an influencer led event. Because, you know, these days, if you have an event, and certainly if it's a business event, you absolutely do need influencers to be there. you need to invite people that have a big social media following so that, you know, your investment in that project is shared and seen by people and no shade to that. It's got to be part of your strategy. Absolutely. But I think first and foremost, this event, we really wanted to celebrate and come together as a community. And not just invite influencers, but invite the homeowners whose houses and gardens were featured in this magazine and, you know, all our collaborators and, you know, it felt like the guest list was about prioritising that community around who are, surround our brand as a priority before just looking at how many views will we get, who will be sharing it. So, I mean, we are in a privileged position, we have a big following online. So I guess we're confident we can share the word ourselves as well, which we're fortunate for. But I think basically, you know, events really are, about the people. Like, it's all about relationships, relationship building, connecting, and human beings actually interacting. And we sometimes forget that, like, it's not enough to just put on a spectacle and have a lot of people photograph it. That's not really an engaging event. So I think it's just about going back to our roots. Like, what does it look like when people come together and have a really memorable experience? And I think we actually know the answer to that question. It's not rocket science. It's like, feed people. I don't drink alcohol anymore, but alcohol helps. A lot of people need a drink if they expect a drink is fine. And that helps lubricate some of the social interaction for some people. So it's like, be a host and be generous with that stuff and look at it as an opportunity to build community rather than to just get promotion and reach.
Fiona Killackey: Oh, I could not agree more. And also, I just think that makes you, as a host, enjoy the event more as well. And there's, like, genuine connections. We just had our Melbourne launch and, of the book and we knew lots of people were coming by themselves. And so the pre emails were all about, if you're coming solo, don't worry, everyone invited, just so nice. And it was so, like, honestly, I felt so much joy sitting there watching how many people don't know each other and they were in conversation or looking at the photos later and going, oh, my God, that person talked to that person and all these different connections. And it was like, it was just wonderful because it is daunting to go to an event by yourself, even as an adult. So it's so nice when it can be those things are thought of and making sure that it's this warm experience.
Do people freak out when you're coming to their house? Do you think so
Speaking of daunting, you are a mum, and you, I'm sure, have, you know, made friends with the parents of your friend, your daughter's friends. Do people freak out when you're coming to their house? And I like, oh, my God, I've got to make it look Design Files worthy. Do you ever feel that, like, whether it's like them or just other people, do you feel like, oh, gosh, you know, I've got some interior designer friends and they're always like, oh, dude, don't stress. I'm, not. Not necessarily me, but just, yeah. Do you ever feel like people are freaking out before Lucy Feagins comes to their house?
Lucy Feagins: I don't think so. I mean, to me, I should travel everywhere with photos of my house because, you know, it's just like yours. It's like my daughter's bedroom is an absolute bomb site 99.9% of the time. Our, living room has a permanent pile of my daughter's crap in the corner that just never seems to able to be, you know, put away where it goes. Like, no home really looks like The Design Files every day, you know, like, obvious. I hope people know that, you know, we tidy up houses to shoot them, and we obviously don't shoot the toilet or the tv. You know, they do exist. There is a toilet and a tv in every house shots. So I hope people know that we all live in a real world. And, you know, what you see on design folds. Is the highlights real of everyone's living quarters? But no, I don't think. I don't think people are too funny about me. To be honest, though. I now I don't really do the shoots anymore. So, Annie, our art director, does all our photo shoots. And I do think when people are having us around to shoot their home, they're often a bit nervous when we first arrive. But I don't see that side of it anymore because I'm not there anymore. And maybe that's a good thing because it's perhaps a bit less daunting if I'm not there and it's just the team. No, I don't think people are. I don't know. I try my best to be extremely, like, I don't want anyone to even know that I have a big, you know, that I'm Design Files when I meet them, especially not the moms at school, I feel nervous about that. I'm like, I just want to be a normal mom. I don't want to be like, oh, Design Files, you know?
Fiona Killackey: Yeah. Yes. do you think that. Do you think The Design Files is responsible at all? And in a good way? I'm saying not for everyone kind of taking a bit more interest in how their house looks, or even just getting a bit more interested in home and design and making a house into somewhere they really want to be.
Lucy Feagins: I think we're one part of it. I mean, I do definitely think that over the last ten years in Australia, people have become a lot more attuned to how their homes look and feel. We are, one aspect of that. Reality tv shows like the block, which I actually dislike, but shows like that have also contributed to that. It just makes people more aware of their surroundings and, you know, I guess a bit more design literate, perhaps, and. But you just Instagram and social media more broadly has also done that, because you never used to see inside people's houses. You see their work Persona or their public Persona, and you really weren't seeing into most people's private worlds. So even that in itself has, has lifted the game. I mean, I think there's good and bad outcomes of all of that, but I think one of the good things is, you know, it has made people a lot more confident and braver, in their decisions and feeling like they can confidently do something fun with their home rather than just having very generic interiors that perhaps don't reflect them personally and don't bring them joy. And you know, we, the houses we shoot now are ah, so bold and much more colourful than they were ten years ago, which is awesome. But yeah, I think the culture around design has definitely changed probably all over the world. But in Australia I've definitely seen a massive sort of difference in how we are, living in our homes now.
Fiona Killackey: And also Covid and being in lockdown for so long and being like, you know, I want to really enjoy coming home. And also, I mean, the cost of homes is so much that you may as well enjoy and make it as beautiful as you can with how much everyone's paying for things, whether they're renting or owning.
Your business has evolved alongside your personal brand
So what you said at the start, the business has kind of evolved with my own knowledge of business and my own understanding of business and strategy and all of that. You as a person have also evolved alongside this. And Lucy Feagins, the, for one of a better word, which you probably feel gross about, but that personal brand, you know, you work with one of the biggest department stores in the country, you've done lots of sort of mentorship. You've sort of this incredible person out there also speaking up about things that you're really passionate about. How have you found that role? Like stepping into, from that kitchen table person just putting together a blog for her own benefit through to or inspiration through to. Like, lots of people know who I am. I don't know. Do people come up to you in the supermarket and be like, I've got.
Lucy Feagins: A home with a brand.
Fiona Killackey: I know you're a little Sci-Fi it might be really great, but yeah. How do you, how do you cope with that? Because it's a, it's a huge part for a lot of businesses as they, their personal brand is part of the business.
Lucy Feagins: Yeah, well look, there's a few things I could say about that. The first is that I, I'm really grateful that my business has its own brand and its own name, which isn't my name, and I have a separate name on. And I mean that like on social media and stuff, you know, influencers don't necessarily have that differentiation. So I do feel grateful that, you know, I have a private Instagram account and then my business Instagram account and The Design Files itself, as a business and as a, publication, is certainly not just me and my views. It's, you know, we're bigger than that now, which I'm grateful for having said that. Yes, I am still a sort of spokesperson for the brand and the design folds has put me in the spotlight a little bit. And I have, you know, done some other, some ambassadorial stuff, like what you mentioned with David Jones, which has been amazing. I'm always very conscious that that just, stuff just comes to me because The Design Files has half a million Instagram followers. It's not actually about me. So I'm sort of playing a role in that situation, which is not to say I'm, not myself, but I understand who I need to be to fulfil those duties. And it's actually not the whole lucy, it's a section of me, of my Persona can fulfil those projects and those obligations. You know, I think, though more broadly, what I've learned, over the last 16 years is how to be a leader. And that's in my business, first and foremost. And it's, it does take time and, I mean, I didn't study management or anything like that. And even people that do, I don't think leadership is necessarily something you can really teach in that way. And it's, it's something I've learned over time and I'm quite aware now that within my team, that they look to me for leadership and guidance. And it was very clear to me, especially during the start of COVID everyone was really stressed. No one knew what was going down. And it was really stressful time for people not knowing if we were going to lockdown or not, not knowing if their job might be secure or not and things like that. And I think I realised at that time, I'm actually like, my energy at this time is very powerful and if I'm not stressing and if I'm bringing confidence into what we're doing, then everyone will be feeling great and fine, but if I waver, everyone's going to feel really stressed. And I think it was one of the first times I'd realised how my leadership of a team impacts others. And, the energy I bring to exchanges as the leader of a team is so important. And so to get back to your point, I think that switched something on in my brain about how I carry myself as a leader. And I think it is also relevant to what I. I guess, my public Persona. in a way, it's still a form of leadership, in a way. And so I try and lead those opportunities in the same way of just, again, it does come back to intuition and gut instinct in terms of how I want to approach things. But I think it's about, you know, having empathy and sort of trying to instil confidence in those around you and just being quite decisive and not wavering because indecision makes everyone feel a bit tense and on edge. So those are just things I've learned over time as a leader of a small team that I do also take with me into other opportunities, like public speaking or ambassadorships and things like that.
How do you decide what personal content to share on Design Files
Fiona Killackey: And can I ask, and it might be a personal question, but how do you decide? Because this is something that comes up a lot in our marketing course and other things when people are talking about what they will and won't talk about. So, for example, you've talked even now that you gave up alcohol. I also gave up alcohol a few years ago. We have that in common. And I'm wondering sometimes, do you go, okay, this is personal, Lucy, and this is stuff I'm not going to share. And then this is the stuff I'm happy to share, and I'm happy to even, you know, have it be related to the business in any way. For example, like, you've talked about your running and getting fit and all of that. And I know sometimes people will be like, do I mention my kids? Do I not mention my kids? Do I do this? Do I not? How do you make those decisions?
Lucy Feagins: Firstly, I don't know if I really get this right, to be honest. I just do what feels right for me. It's so intuitive. I don't really have a strategy for what I will share and what I want. I share most. I share most things. I'm actually pretty open. Having said that, I share them mainly on my personal M private instagram. I don't want to be on Design Files doing my talking about how I don't drink alcohol anymore or, you know, doing an exercise plan. So I think there is a distinction there. So people that really have been following me for a long time may be following me in my personal channels, and that's where I talk about that stuff. I am quite conscious of not wanting to be too personal in the content that we publish on Design Files. So, you know, I think that distinction really helps me. So I would say to other business owners, you know, it probably is a good thing to have, you know, a separate presence for your personal brand versus your business name and, but, you know, I will say, you know, when I personally am on The Design Files channels, if there's a shoot with, you know, occasionally I have done shoots with my daughter, whether that's a good idea or not, I made the call that we do that occasionally. And when I do that, we do get like a lot of engagement on that. People really engage with me personally and seeing the face behind Design Files occasionally, I think is helpful to the brand and I'm aware of that. And I think, you know, also in a sea of so much sort of AI generated content and just repetitive content to bring your human self to those channels, occasionally you are rewarded for doing that. And I think people crave that. So I just approach it like in that way where I'm like, occasionally you'll see my face on my world associated with The Design Files sort of brand, but more often than not, I try and just share my personal life on my personal channels.
Fiona Killackey: Thank you for that. And I know you're a busy person, so I'm going to let you get back, but before we finish up, what are you most proud of with your journey at, The Design Files so far?
Fiona says she is proud of The Design Files magazine's longevity
Lucy Feagins: Oh, most proud. Well, I'm not just saying this, but I really am so proud of the magazine only because it's a significant milestone that's really current for me at the moment. And I think it's just something we couldn't have done and I couldn't have done five or even two or three years ago. It's really, it's a, reflection of the strength of our team and the skills within the team that have enabled us to do it now. And I think that I'm really proud to have brought together this team that can do something like that. And, you know, when I was younger, I would revere certain magazines and magazine editors and it's like I've sort of proven that, that we're of that same calibre and we can put something out like that as a small team. So I'm very proud of that. But more broadly, I would say I'm so proud of just being in business for the length of time we have been of sort of remaining around and having that longevity and having built the reputation we have with our audience over the last 16 years. So for me, it's just all about the longevity and remaining relevant and still being here after all this time. That's what I'm proud of.
Fiona Killackey: so amazing. And before we go, and when I am going to ask you how people can connect and buy the magazine, I just want to say a massive thank you because you've been instrumental for my business. And when I started this business, writing for The Design Files, doing the column, all of that. So thank you, thank you, thank you. And I know so many other small business owners got their break or got a lot of exposure and got their brands out there, and you consistently champion small business owners and designers. So thank you.
Lucy Feagins: Thank you, Fiona, that is so kind of you to say. And, yeah, we did. We worked together for a long time on a great column for small business, which, you know, is still in our archive. Still gets a few hits. Yeah, we've both come a long way. Hey.
Fiona Killackey: Yes, yes. And so where can people connect with you? And is The Design Files of the magazine, is that available to buy anywhere in the world or just here in Australia for now.
Lucy Feagins: So you can connect with us on our website@thedesignfiles.net, on Instagram, at The Design Files, and you can buy a copy of that magazine on our website. But we don't ship to all countries, I must admit. God, I can't remember.
Fiona Killackey: That's all right. We'll link to it and people can cheque it out and, yeah, and if you have a question, I'm sure you can just email The Design Files and see when it's coming to your city. But thank you so much, Lucy, and massive congrats and just congrats on the whole business. And it's still being here. Your email is one of the first emails I read every morning. And, yeah, I just think it's fantastic. So thanks, and thanks for coming on the podcast.
Lucy Feagins: Thank you so much, fiona. I'm so grateful for your support, and, it means a lot to finally be here on your podcast. Bye bye.
Fiona Killackey: Oh, what a wonderful conversation. Honestly, Lucy was just herself and so real and genuine and just relatable. I think so many people listening to this are going to relate to so many parts of what she talked about and how she is running her business and why she has chosen to do certain things and not do other things. So I just want to say a massive thank you again to lucy for coming on. And if you're interested in buying a copy of The Design Files, or better yet, signing up for a subscription so you get the next issue sent to you straight away as well, you can cheque it out@thedesignfiles.net. shop. And we will link to that in the show notes for this episode. You can also just cheque out The Design Files, go and have a look. They've got all sorts of information from, you know, whether it's architecture and interiors right through to climate and looking after your house from a sustainability perspective, as well as interviews with creatives and artists and people who have incredible jobs. I mean, there's just so much on there. There's a directory as well as their podcast. Again, you can find all of that@thedesignfiles.net. dot so of course, I'm going to highlight two things that stood out, although there was so many. Honestly, I really, this is going to be one of those episodes that I kind of digest over time and come back to.
Two things that stood out for me after my chat with Lucy are trust your instinct
But the two things that really stood out for me after my chat with Lucy are, number, one, this idea of trusting your instinct. And Lucy talked about that from the very start when she, you know, was figuring out where she was going to show up with this and how through to right now and coming up with the idea for The Design Files magazine, that ability to tap into what you know to be true and what you think is best for your business. And I think that's something that particularly in tricky economic times, we can rush to do things that aren't necessarily the right move always. And I feel like it's something that so many of us need to be reminded of again and again and again. Trust your instinct. It's much like being a parent, I think, that, you know, a lot of the time, you know the answer and you can feel the sensation. And I always say, you know, data and gut put those things together and, you know, you can often answer a lot of things and make a decision about things. And it really spoke to me, I think, because recently I've had an instance in this business where I feel like I wasn't listening to my instinct, and it's just been a huge reminder to listen to it. But, in that, I love that she also talked about, you know, really tap into what you want from your business. And you're a business owner, it's your business. You get to decide how it looks, and you get to decide to say no, even if other people are coming along saying, you should do this or you should do that. And I love that she talked about this idea of intentionally staying the size that the business is and really questioning what good is going to come out of something, you know, if potentially somebody else coming into the business that I can't do myself. I love that she made that point. You know, if I really want something to happen, I can find the funds to make it happen, and I don't necessarily have to take on somebody else for XYZ to happen. And again, I think that it's something where we've been conditioned to this myth that bigger is always better when it comes to business, and also this idea that we should take on every opportunity, especially if it's going to lead to, you know, bigger exposure or anything else. And I love that she stayed so true to how she has envisioned the, you know, The Design Files, but also true to her team and not putting them under a huge amount of stress as well. So really, really loved that one. Just really trusting your instinct and understanding what works for you.
As a business owner, you will constantly evolve, says Fiona Killackey
The second one that I really enjoyed hearing from, and obviously, having followed her journey for pretty much since this time that she started it, is this idea that as a business owner, you will constantly evolve. And just in life, we all evolve, whether you have a business or not. But I often say that having a business is like seeing a psychologist, where you're both the psychologist and you're the person getting therapy in terms of that. Oh, why am I doing this? I don't know. Why are you doing this? Because so many things will confront you as a small business owner that you just don't come up against when you're working for somebody else, when you are, secure in that job and you're not making all of the decisions, whereas when you run a small business and particularly when you bring on staff, you have to confront a lot of things and you have to step up. And I love that she talked about that time at the start of COVID when she really understood how important and impactful her own leadership was on her team. And also the things that she wants to champion and the things that she wants to get behind, the things she says no to, as well as the things she says yes to and how that is impacting the whole community of, you know, that The Design Files has built, but particularly their staff, and making it a really incredible place to work and to want to stay around. So I just love this so much. This was such a beautiful chat. And again, massive congrats to the whole Design Files team, to Bea and Lucy and Annie and all of them for creating an incredible publication with The Design Files magazine, which, again, you can buy over, at, thedesignfiles.net forward slash shop. And again, a massive thank you to The Design Files for all of their support for small business, creative small businesses. Because without publications like this, so many business owners wouldn't get the start that they have enjoyed from such an incredible publication. So thank you lucy, and we'll link to all of this in the show notes which you'll be able to find for this particular episode at, mydailybusiness.com podcast forward slash 458. Thanks so much for listening. I'll see you next time. Bye.
