If you’re anything like me—or like most designers I know—you’ve probably been told you need to “find your niche.” Maybe you’ve cringed at the idea, worried it’ll cut you off from work, or felt downright paralyzed trying to define what that even means. It seems counterintuitive: why should you narrow your focus when the goal is to find more business?
But as our latest podcast conversation reveals, all roads to a sustainable, joy-filled design practice begin with real, honest focus. As Jill put it, most of us start by declaring, “I do residential design,” thinking that’s niche enough. In reality, that’s far too broad. Eventually, the best opportunities come not to those who serve everyone, but those who understand and serve someone deeply.
Identifying Your Serving Sweet Spot: More Than Just Demographics
Jill’s story is a masterclass in finding a niche by looking at who you’ve already served, and then drilling a few layers deeper. Her initial insight? She was “the city to suburbs designer,” specializing in helping families transition from city apartments to spacious suburban homes—a very specific life event, packed with its own set of challenges.
This didn’t just happen overnight. Jill, like so many, started by reflecting on patterns in her work. She paid attention to the most common client transitions, anxieties, and project requests that landed in her lap. Over time, she realized that moving to the suburbs wasn’t just a change in address for her clients—it was an emotional and logistical upheaval: finding new schools, managing more space, hosting gatherings at home, and even learning how to maintain a house without a city “super” on call. These became the foundation of her niche and her specialized offering.
The lesson? Don’t just think in terms of clients’ demographics—their age, profession, or income bracket. Dive into their psychographics: how do they feel during life transitions, what are their aspirations, frustrations, and dreams for their homes? The richer your understanding, the more essential your service becomes.
Embracing the Fear—and Finding the Freedom
I won’t sugarcoat it: dialing into a niche is scary. There’s always that voice in your head warning you that narrowing your field will narrow your prospects. But if Jill’s experience says anything, it’s this: when she finally put “city to suburbs designer” in her bio and started sharing content specific to those life experiences, her business boomed.
Her pipeline filled, referrals stacked up, and, perhaps most importantly, her client work felt more meaningful than ever. Why? Because clients felt instantly understood. When your messaging resonates so specifically that potential clients say “it’s like you’re in my head!”—you’ve hit the jackpot.
And here’s another crucial point from the episode: choosing a niche does NOT mean you can’t take on other work that excites you. It simply allows your marketing and messaging to be laser-focused, giving you the freedom to say “yes” or “no” as you see fit.
Real-World Steps to Define and Refine Your Own Niche
Ready to take action? Here’s how!
- Reflect Quietly – Step back, journal about your best clients, projects, and the patterns you notice.
- Ask for Feedback – Reach out to friends, clients, or colleagues about what they see you excelling at and the problems you most often solve.
- Mine for Themes – Gather testimonials and client questions to find common threads—if you have a stack, try running them through AI for trend-spotting.
- Declare It – Don’t overthink your launch. Tweak your social media bios, share a specific post about your focus, or record a simple video. Often, clarity comes from action, not endless planning.
- Stay Fluid – Your niche can (and will!) evolve as you learn more. If something isn’t resonating, don’t be afraid to pivot.
Make Your Brand Unforgettable
At the end of the day, every designer wants to be that “favorite person” clients can’t live without—the one who gets their struggles and has solutions ready before they even ask. The only way to get there is by risking specificity, getting granular, and showing up authentically.
If you’re stuck spinning in generalities, it’s time to dig deeper. Listen to your clients. Own your expertise. Be boldly, unapologetically YOU in your niche, and watch your business transform from just another design option to an essential partner in your clients’ journeys.
Let’s move that needle together—declare your niche, and open the door to the business and balance you’ve been dreaming of!
Make sure to listen to the full podcast episode here! And check out my other blogs!