Designing Success: Reflections on My Entrepreneurial Journey

When I first set out to start my own business, I was an architect with a big vision and a healthy dose of nerves. Over the years, I've founded and invested in several companies, but in this article, I want to focus on two that have shaped my entrepreneurial journey the most: AI Spaces, a full-service interior design firm, and Design Hub Solutions, a back-office service provider for creative industries. The journey of building these companies has been one of the most rewarding and challenging adventures of my life. Along the way, I’ve faced uncertainty, burnout, the struggles of building a team, and creating systems from scratch. I’m sharing these personal insights not just for fellow designers, but for all entrepreneurs out there, whether you’re a broker, a restaurant owner, a wellness center operator, a property manager, or a contractor. I hope these lessons resonate with you.

Embracing Uncertainty: From Fear to Forward Momentum

Starting a business is like standing at the edge of a blank blueprint – exciting and a little terrifying. In the early days of AI Spaces, I remember sketching out a business plan at my kitchen table, wondering if anyone would actually hire us. Uncertainty was my constant companion: Would clients come? Did I make the right decision leaving my previous firm, where I used to be co-founder? These questions kept me up at night.

What I learned, however, is that uncertainty can be reframed as possibility. Instead of fearing the unknown, I started treating it as a challenge: iterate, adapt, and improve. The truth is, every entrepreneur faces this. Whether you’re a broker launching into a new real estate market, a restaurant owner opening your first location, or a contractor taking on your first big project, there’s always that moment of fear. But as I’ve learned, embracing uncertainty and staying agile is the key to overcoming it. Over time, I learned to trust my instincts and experience, much like a broker trusts their read on the market or a contractor trusts their craft. The uncertainty never fully disappears, but your confidence grows to meet it.

When Passion Meets Burnout: Taking Care of the Entrepreneur

I won’t sweeten it: the entrepreneurial grind is real. In the flurry of starting my companies, I often found myself working 60+ hour weeks, fueled by passion and far too much coffee. I love what I do – design energizes me – but even passion can lead to burnout if you’re not careful. And burnout doesn’t just sap your energy; it dulls your creativity and decision-making, which are the last things a business owner can afford to lose.

At one point, I realized I was heading toward exhaustion. I’d be answering client emails at midnight and waking up at 4 AM to prep for a construction meeting. It wasn’t sustainable. The irony is that as service providers, we preach quality and care for our clients, yet we often forget to care for ourselves. I had to learn to set boundaries and create balance – scheduling downtime, trusting others to handle things when I’m off, and remembering that rest is not a reward, it’s a requirement.

It turns out I wasn’t alone feeling that strain. Recent research showed that 75% of business owners worry about their mental health, and over half have been diagnosed with anxiety or depression related to stress. That statistic hit home for me. We entrepreneurs are a passionate bunch, but we’re human too. We’re all in industries where the pressure is high: restaurant owners juggling busy shifts, brokers managing multiple clients, contractors racing against deadlines, or wellness owners maintaining top-notch services while keeping clients satisfied. My advice: protect your passion by pacing yourself. Burnout is a hurdle you can overcome with self-awareness and the willingness to pause when you need to. Your business will thank you for it, and so will your family and friends.

Building a Team and Systems: You Can’t Do It All Alone

One of the biggest wake-up calls in my journey was realizing that being a founder doesn’t mean being a lone ranger. In fact, trying to do everything myself in the beginning was a recipe for stress and stalled growth. I had to learn to hire before I was ready, to delegate tasks that others could do better, and to trust my team with my “baby.” As an architect, I initially struggled with handing off design tasks – I’m a bit of a perfectionist with my projects – but I found that bringing in talented people not only multiplied our capabilities, it brought fresh ideas to the table.

Building a team is a bit like designing a space: you need the right foundation (shared values and vision) and you need to place the right elements in the right positions (people in roles where they shine). I’ve been lucky to work with folks who are as passionate about our mission as I am. Together, we built a culture at AI Spaces that values creativity, accountability, and continuous improvement. And guess what? With a strong team in place, I finally managed to take a real vacation without panic – a milestone any business owner can appreciate!

Equally important was building systems. Early on, our processes were pretty ad hoc; we were figuring things out on the fly. That might work in the honeymoon phase of a startup, but as we grew, it caused bottlenecks. We needed reliable systems – for project management, client communication, finances, and more. Implementing clear procedures and tools (from design software workflows to how we handle client feedback) made a night-and-day difference. It ensured consistency and freed up our time to focus on big-picture growth rather than putting out small fires daily.

In fact, my second company, Design Hub Solutions, was born from this very insight. After experiencing firsthand how better back-office management boosted my design firm, I wanted to help other creative businesses do the same. Many entrepreneurs – including restaurant owners, property managers, contractors, and brokers – struggle with the operational side – the contracts, invoices, HR, all the behind-the-scenes work that keeps the lights on. We created Design Hub Solutions to be the extra set of hands that handles those tasks, so businesses can focus on what they do best. It’s the kind of support I wish I had when I was starting out!

No matter your industry, investing in people and systems is crucial. A real estate broker might rely on a good assistant or a CRM system to manage client follow-ups. A restaurant owner depends on a well-trained kitchen and front-of-house staff, plus standardized recipes and checklists to keep service consistent. Contractors need efficient project management tools to stay on schedule and within budget. These are all teams and systems at work. The lesson: you shouldn’t and can’t do it all alone – and that’s a good thing. When you empower others and streamline how work gets done, your business becomes stronger and more resilient.

Parallels Across Industries: Creative Business and Service Business

Over the years, I’ve noticed that running a creative business isn’t so different from running any other service-based business. Sure, the outputs differ – floorplans vs. food plates vs. financial plans – but the underlying principles overlap a lot. Here are a few parallels that stand out:

• Crafting Experiences: In interior design, we create experiences within spaces – an ambiance that tells a story. Likewise, a broker crafts an experience for clients touring a home, helping them imagine a life there. A restaurant owner curates an experience every night – from the lighting and music to the presentation of each dish. In all cases, understanding what experience your customer craves is key. We’re all in the business of making people feel something, whether it's comfort, excitement, or trust.
• Client-Centric Service: At the heart of any successful service business are strong relationships. I learned quickly that listening to my clients and truly understanding their needs was as important as the design itself. Similarly, a broker builds trust by listening to buyers’ or sellers’ dreams and concerns, and a restaurant owner wins loyalty by engaging with guests and responding to feedback. In any industry, people remember how you made them feel. The personal touch matters.
• Balancing Creativity and Practicality: This one’s huge in creative fields – you can have the most artistic design, but it has to meet the budget and timeline. I face this balancing act constantly: turning a bold idea into a buildable, affordable reality. Brokers and restaurant owners juggle a similar balance. You might want to innovate (find unique marketing strategies for listings, or experiment with fusion cuisine), but you have to stay practical about market conditions or food costs. Innovation thrives best within a framework of reality – a lesson every entrepreneur comes to learn.
• Adapting and Learning: The world changes fast. Design trends evolve, real estate markets fluctuate, diners’ tastes shift. Successful business owners, no matter the field, stay curious and agile. I make it a point to keep learning – whether it’s a new AI tool for design or a new management hack for productivity. The same goes for other industries: the best brokers continuously study market data; great restaurant owners keep an eye on dining trends. We all have to innovate or get left behind. The good news is, this constant learning keeps the journey fresh and exciting.

Looking Back to Move Forward: Key Lessons

If I could send a message back in time to the Juliana who was just starting these companies, I’d highlight a few key lessons that have carried me through two decades of entrepreneurship:

1. Vision and Flexibility Go Hand in Hand: Dream big, but be ready to pivot. Your initial vision will evolve – and that’s a sign of growth, not failure. Stay true to your mission but flexible in your methods.
2. You Can’t Pour from an Empty Cup: Your well-being is a business asset. Avoiding burnout isn’t just personal; it’s professional. A healthy, happy founder leads a healthy business. Take that break, pursue a hobby, do what recharges you – your creativity and leadership will only improve.
3. Build Your Support System: Invest in great people and solid processes. Hire those who believe in your vision, and give them the tools and systems to succeed. Collaboration and delegation are superpowers, not weaknesses.
4. Stay Curious and Connected: Keep learning, and build relationships beyond your immediate field. Innovation often comes from cross-pollination of ideas. Plus, having a network of fellow business owners means you have friends who get it when you need advice or just a sympathetic ear.

Each of these lessons was learned through real-world experience, a bit of pain, and a lot of perseverance. And I’m still learning every day. The entrepreneurial journey is an ongoing education – one that no MBA or book could ever fully prepare you for. That’s what makes it challenging, and that’s what makes it worth it.

Join the Conversation

My journey is just one story in a vast community of entrepreneurs. I firmly believe that sharing our stories and lessons lifts all of us up. So, I’d love to hear from you. Whether you’re designing dream spaces, brokering properties, running the neighborhood café, or anything in between, what challenges have you faced and what lessons have you learned?

Feel free to reach out or connect with me. You can find me through AI Spaces (if you’re curious about innovative interior design) or Design Hub Solutions (if you need support streamlining your creative business operations). Even if it’s just to swap war stories or celebrate wins, I’m here for it.

Thank you for reading my reflections. Remember, no matter where you are in your entrepreneurial journey, you’re not alone. Let’s connect, collaborate, and continue designing the success we envision – together. I can’t wait to hear your story and maybe even be a part of it.