Meet Kelsey Grose, the principal interior designer behind Farmer’s Daughter interiors. Well known for her bright and fresh contemporary spaces, she is rapidly building a diverse portfolio. Farmer’s Daughter offers services to both residential and commercial properties in Southwest Saskatchewan.

Warm, Earthy Style Inspired by the Saskatchewan Landscape

Tell us a little bit about yourself and how you got started in design?

I was interested in interior design from a young age, likely from watching interior design shows with my mother and reading her design magazines. I started taking a decorating course while I was still in high school and I worked in furniture retail during university which only furthered my love of design.

How would you describe your style?

My taste is quite eclectic and I would describe my personal design style as warm, layered, earthy and fluid. I gravitate to natural colors and will never tire of layers of classic neutrals.

When did you know this is what you wanted to do for a living? 

I worked for a small design firm in Calgary, AB during university where I had a chance to see what a design business was like from the inside, and I loved it. Coming from an entrepreneurial family, I’d always been interested in having my own business and when I realized I could combine those two passions, I became serious about working towards my own design business.

Small Town, Big Design

You’re based out of Swift Current, Saskatchewan, a smaller town with a population just shy of 17,000. How does working in a smaller city affect your design business and how have you learned to use this to your advantage?

There’s definitely two sides to working in a small town. The smaller population affects the types of projects that are available and the design styles of the homes, etc. While at times this has been discouraging, now it only pushes me to be more creative in accomplishing something different than what’s been done here before. One big plus is that when you’re just starting out, word of mouth travels quickly in a small town. Also, we were able to land a studio space right downtown because of affordable rent and available space, which has definitely helped increase our presence in the city. 

What challenges have you faced while growing your business?

Knowing when to make that first hire and who to hire is a challenge many ‘solopreneurs’ face. Going from working alone to having an assistant and a studio space felt like a big leap to me. Another challenge continues to be because of where we’re located, we are somewhat removed from having other designers to network with and design events to attend, showrooms nearby, etc.  I’ve had to learn to build a community through traveling to attend live events across Canada and the US and through social media.

What insight would you give to others that may be eager to take their design business to the next level but feel limited operating in a less populated area?

Create a website you’re proud of and market not only to your own community but any within driving distance you’d be interested in working in. Take every chance you have to be creative and do something different design-wise. Get your projects professionally photographed. Invest in social media. Put yourself in situations where you can meet other design professionals, even if it means traveling to attend a workshop or conference. Don’t forget to work on your business, not just in your business.

What’s one piece of advice from a past teacher or and mentor that you’ve carried with you?

From the beginning I’ve listened to LuAnn Nigara’s A Well Designed Business podcast and the amount I’ve learned, especially in that crucial first year, has been incredibly valuable. It’s easy, especially in the age of media we’re in, to want to be all things to all people and be constantly shifting your business to accommodate clients, trends, etc. One of the biggest things I’ve learned is to ‘stay in your lane’ and ‘stand in your space’… meaning, do your own thing, you be you. I’ve layered the Prairies into the branding of Farmer’s Daughter Interiors from the beginning which has only worked to our advantage thus far, especially locally. To stand in your space means knowing your value as a professional and running your business like the firm you aspire to, even when you’re small.

What do you wish you would have known before you jumped in and started your design business?

I knew it wasn’t like TV, but I probably underestimated the amount of desk work involved in design. While I love sitting down and being creative at my computer, scanning through a thirty page fireplace installation manual is not my idea of fun.

Are there any apps or programs you’ve discovered that have made life easier for you?

Absolutely! I’ve used Harvest for a time-tracking software since I started. It’s not built specifically for interior designers but it’s super simple and handles all our invoicing as well. We used VSCO to edit our iPhone snaps for social and use an app called Unum to plan our Instagram feed. Now that I have a small staff, we use Asana for task management and it’s great because I can drop tasks in the mobile app no matter what time of day I think of them.

What’s the best part about owning your own business?

You know the saying… ‘if you love what you do, you never work a day in your life’. I truly love what I do and some days still can’t believe I get to do this for a living. Every day is different, which I love, and the flexibility is great too - especially with the birth of our first child this past summer. This particular industry is a nice balance between customer service and working with people while also having lots of independent work time and my business lets me explore so many of my passions, even the more perimeter things like photography, writing, and art. I love to learn and feel that there will always be more to learn and something to chase in this industry because it’s always changing.

As a designer and a business owner, we know you wear a lot of different hats on a daily basis. What do you find yourself spending the most time on and how do you juggle all of your different roles?

So true! I feel like I’m still learning to find the balance and it’s changing from season to season.  I can really get stuck in emails, it’s one of my least favorite things to spend time on - I pass along what I can to my assistant, Delina, and most client correspondence is handled by myself directly. I’ve completely hung on to the creative role in terms of design (that’s where I want to spend my time) and Delina helps a lot with marketing, some social media, and more administrative tasks - the things that are non-billable time.

Are there any roles that you’ve decided to outsource? How do you decide if a role is worth your time or if it might be better suited for someone else on your team/ someone outside your organization?

I’ve outsourced the bookkeeping and it’s been one of the best decisions I’ve made. If it’s something I don’t enjoy or isn’t where my skills are naturally at, it’s a good candidate to be outsourced. I heard something recently along the lines of ‘do what only you can do’ and that makes a lot of sense to me.

All About Design

What three words would you use to describe your style?

Warm.  Earthy.  Textural.

Where do you turn for inspiration?

Travel always inspires me. I’m constantly watching the used materials wherever I go and always come back refreshed and ready to work when I travel. I particularly appreciate the architecture in cities like Paris, Bath, Positano, and Edinburgh but also enjoy walking through an ultra-modern airport or shopping centre and seeing how new materials are being used. I’m also inspired by our local Prairie landscape. Growing up here it’s easy to overlook but now I appreciate the natural beauty. I always have my camera with me and the colour palette inspiration is truly endless if you teach yourself to see it.

In what setting do you find that you’re most productive? Is there a time of day or a place that you feel most productive? 

I feel most productive at my desk at our design studio, uninterrupted, with Spotify in the background. I love working in the mornings when my brain is fresh and the day is in front of me.

What’s the most memorable project you’ve been a part of? What made it so special?

Our ‘Century Bath’ project comes to mind because it was a such a transformation (the before photos speak for themselves) and one where we could really enhance the function of the space by adding a shower and tons of extra vanity storage for our client - a life-changer for sure. 

What would you say is the most common decorating mistake you see clients making?

Misusing scale, in terms of furniture, lighting, and artwork especially. Having pieces that are either too large or too small for the room or furniture layouts that don’t maximize the space.

What design rule do you love to break, if any?

I’m not afraid to break rules but sometimes it’s about finding a client who’s comfortable breaking rules also. I like to use oversize lighting when it makes sense and often layer in vintage pieces with a more contemporary design.

Who have been your style icons through the years?

As far as other designers go, Amber Lewis and Kristen Thomas have some major style and I love how Leanne Ford isn’t afraid to push her designs way outside the box.

What trends are you glad to see on the scene right now? Which are you ready to see make their way out?

I’m loving all the texture in rattan, sisal, jute, and linen we’re seeing right now. I’m ready to be done with sliding barn doors and 12”x24” tile.

What’s next for you? Any exciting projects coming up?

We’re working on a log home in the northern part of the province, up in lake country. It’s been a lengthy build but it’s going to be a stunner when it’s finished. Another lakefront property, a new build, has some unique features and will be really exciting to watch come together because the client is family. We’ve also got a few fun renovations on the go. I always love the renos - completely transforming a home and being able to give the homeowners back function and beauty is so rewarding.

We’re obsessed with your #farmersdaughterflatlay series on Instagram. Can you tell us a little bit about how this was started and maybe some of your personal favorites you’ve created over the past 2 years?

It started in 2018 when we posted a flatlay of some of our project materials on Instagram and it went over really well. We gave it a hashtag and promised to try one every Friday and have been doing it ever since. My personal favorites are inspired by real projects and it’s so fun to watch them turn into rooms. The most recent ones I’ve done are probably the most interesting as I’m using more unique and diverse materials.

Rapid Fire —

Dream Vacation: Greece

Guilty Pleasure: Weekly horseback riding lessons

Favorite Instagram Accounts:  @ariellevey, @helloemilie, @buildingwalnutfarm, @theglasspassage

Hidden Talent: Driving the grain harvester on our family farm

Prized Possession: My father’s mint 1983 Chrysler Cordoba that he gifted to me on my wedding day

Favorite Era of Design: Present day

Dream Design Job: A boutique hotel

I Can Never Have Too Much/Many: Travel adventures

Go to White Paint Color: Simply White OC-117 by Benjamin Moore

To see more of Kelsey’s work, visit the farmersdaughterinteriors.com or follower her on Instagram! Keep an eye out on the blog because we’ll be revealing Kelsey’s project, #FDAirportAcreage, later this week.