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Interior designer
Lorrie Browne, of Wellington, Florida, has created a website
called Mydesignsecrets.com to help people decorate their homes
themselves.
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FORT LAUDERDALE, Fla. - Lorrie Browne calls it ‘‘the HGTV
effect.’’
Whenever she goes to a party, people can’t wait to tell her about
their remodeling and redecorating projects.
‘‘I feel like a doctor,’’ the Wellington, Fla.-based
licensed interior designer said. ‘‘People are always asking me for
advice and reassurance.’’
Besides asking for advice, folks are becoming more comfortable with
Internet shopping and spending more time at home because of the double
whammy of high gas and food prices.
Browne and her husband, Tim Chance, saw these three factors as
inspiration for mydesignsecrets.com, a new Web site that includes
helpful how-to decorating articles and a searchable database of retail
vendors.
Q. You are giving away your secret sources for free. Isn’t this
contrary to what designers usually do?
A. These are not trade-only sources. These are sources that are
already out there. I was using them for extras and short-term
projects. I see myself not as someone who sells furniture. I’m a
professional consultant. I can only work with 10 people a year. With
something like this, I can help thousands gain the confidence to do it
themselves and have a beautiful, comfortable home.
Q. How do you think consumers get confidence?
A. One of the important things is giving them more educational
articles like how to choose paint colors. Being a successful interior
designer or being successful in designing a room is not magic. While a
lot of successful designers and decorators have a natural eye, that’s
not all there is. It’s a process you follow consistently.
Q. Doesn’t HGTV make it look like magic?
A. On HGTV, it happens so fast. What people don’t see is the
process. I am very process oriented and have checklists. I can help
people outline five steps to get the work done. I think a lot of
people, especially women, feel they should naturally have this talent.
Not everyone can do it instinctively. They need help - whether they
hire an interior designer or use a Web site.
Q. How should people use it?
A. If they wind up there because a friend recommended us or they
Googled us, they should dive right into the secret databases or look
at the area to determine their style. I know a lot of people want to
get to the end result, but I am finding a lot of people also spend a
lot of time reading the articles. If you read about the process, you
will be better able to recognize what will and will not work in the
house.
Q. How did you come up with your product recommendations?
A. I had over 500 resources cataloged by style and category. I like
what they carry. I like how their Web site works and I look into their
customer service. I try to keep on top of what’s happening and what
trends people might be seeing. Each week I go in and update the list.
Q. You give descriptions of different styles, such as Beach House,
Classic, Exotic and Modern. What’s your personal style?
A. I prefer to mix it up a bit. The basis of my style is pretty
Classic, but I do like injecting modern art. The end table in my
living room is an antique from my grandmother. The coffee table is
Indonesian. I just go by how things feel and things that really speak
to me. If you are pretty honest about the things you are drawn to,
they will complement each other.
Q. What is your best budget advice?
A. Take a look at the clearance areas. Almost every Web site has
them. They are usually at the bottom of the list. They are not there
because no one wanted them. In many cases, they had to be discontinued
for some reason. Or you can find a use for existing things in a
different room or use them in a different way. The third thing you can
do is paint. Have some courage and pick out a color. You can transform
a room.
Q. The site doesn’t have advertising. Does it make money?
A. It will. Since we wanted to maintain consumer advocacy, we didn’t
want to make money off the purchases people make. There will be
sponsorship of categories.