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Design professionals and aficionados, market attendees and millions of consumers know Barclay Butera as an accomplished interior designer, product licensee and prolific author, but the 25-year industry veteran is as focused on building his business today as he was when he started out in 1994. Now at the helm of three design firm showroom spaces in Newport Beach and Corona del Mar in California, and Park City, Utah, Butera continues to work on new lines for companies including Lexington Home Brands, Castelle, Eastern Accents, Bradburn Home, Jaipur Living, Kravet, Leftbank Art, Kravet and Napa Home & Garden, among others — all while looking ahead to 2023 with an eye on continued expansion.
Butera recently spoke with Designers Today about how he grew his business into a multiplatform empire and offers a sneak peek at what might be ahead in the coming year.
DT: First, when and how did you get started in design?
Butera: “After a brief stint in law school, I quickly realized I needed to pursue a more creative avenue! Out of the box, I started working for my mother’s design firm and boy did I learn the business from the ground up. I handled organization of samples and fabrics, ordering and tracking, most of the business and behind-the-scenes work at first. Once I started flexing my design muscles, I quickly realized it would be wise to start my own firm.”
DT: What steps did you take to build your business in the early days?
Butera: “One of the smartest things I did early on was toss my hat in the ring to participate in a very high-profile celebrity showhouse in Bel Air. When I look back, I was so lucky to be given the coach house. The titans of LA design were in the main house, and I was able to really go over-the-top with an incredibly glamorous design, and lucky for me, this was picked up by all the prestigious news outlets. At the end of the project when everyone was breaking down their rooms, I was blessed to walk away with a check as the home owners purchased the entire package. I would say that experience really put me and my brand on the map.”
DT: How have you invested in your business over the past decade?
Butera: “I have made a real effort to diversify my business into numerous areas, which has provided a nice balance over the years. Of course, design clients are a priority, but I also have three showrooms, an extensive retail presence, a dozen licensing partnerships, and I have authored six books. I have also invested heavily in luxury rental properties and have flipped homes for years. I find if one area of my business is a soft market, the others seem to keep us rolling.”
DT: What is the biggest challenge you’re dealing with at the moment with regard to growing your business/projects?
Butera: “Without question, finding talent in all areas of my business can be challenging. I have been blessed that my core staff have been with me typically 20 years plus. Fortunately, I edited my business down by moving from manufacturing to licensing and that really helped us streamline.”
DT: What solutions have you put into place?
Butera: “I have learned that sometimes change at the center of a company can be really helpful as fresh perspectives bring a whole new level of understanding and expertise to a business.”
DT: Talk about your last three to five West Coast projects – what were they and how do they reflect West Coast design?
Butera: “Over the years my signature style has really evolved, especially for my residential clients. While I am thrilled that even some of my first projects still feel classic and fresh, over these last few years I have really been into a fresh, more transitional look that has an unfettered vibe. While I still absolutely design projects with a traditional flair, I can say there is less ‘fuss.’ Clients’ lives these days are so busy, complicated, that when they come home, they are looking for a relaxing environment to unwind with their family and friends. Seems less is truly more these days and I’m loving it.
However, by contrast to that, I had the distinct please to do the holiday design for the prestigious resort Shutters on the Beach. And make no mistake, we pulled out the big guns for that one! Lots of magnolia garlands, sea glass, silver, greens and blues, a vintage sleigh, lots of sparkle. The holidays are not the time to be conservative!”
DT: What are some of your go-to sources for your projects?
Butera: “Without question one of our secret weapons is Pirch [Pirch.com with numerous locations throughout California], a high-end appliance showroom with the best brands and excellent customer service. I bring them as much as my business as I can, they take very good care of us and our clients! Also, I do admit I am thrilled to be able to use my own licensing collections from my numerous partners such as Lexington Home Brands (we have six collections to choose from so far), Bradburn Home, Leftbank Art, and Jaipur Living to name a few. I love it when I see my own pieces in a finished project.”
DT: Talk about your books – how do you think they have helped you build your brand?
Butera: “Absolutely no question — they are magnificent marketing tools! I love how my books have evolved with my style over the years. I have done countless book signings for both my clients/end consumers and for the trade/designers. It really gives you the chance to meet people face-to-face and have a true connection. And each book signing is different! My first for, Living in Style, was at the Plaza in New York. We had close to 600 guests, the champagne was flowing, and the staircase winding up to the bookstore was full for three hours! Every notable magazine and new organization was represented. That was surely a night to remember!”
DT: What is your advice for designers just getting started who might want to emulate your career of interior design projects, licenses, authoring?
Butera: “Boy, you have to pay your dues. Set short and long-term goals. Work on the core of your business and make decisions that will keep you and your brand moving forward. If you are just starting out, do not launch until you have your website in perfect condition, your social media strategy in place, and never, ever forget to photograph every single project you do, even the one-room projects that might seem small at the time. You have no other way to show your work and will surely regret not having those images down the road!”
DT: Finally, what’s on the horizon for 2023?
Butera: “Well, I am very excited, honored and thrilled to announce I will be launching my 7th furniture collection with Lexington Home Brands in 2023. There are other licensing opportunities being discussed, and a high-profile commercial project in the mix. And shhhh…I have my eye on Palm Springs but don’t tell anyone!”
Five favorite things for Barclay Butera
Favorite place in the world for design inspiration
“Hands down… Paris. I go at least once, sometimes twice a year. The antique markets and shows are fabulous of course, but so are the streets, shops, and bistros where all the real Parisians live.”
Favorite author
“I wish I had more time to read! I have to say I have been most influenced by Malcolm Gladwell; his business books are not just informative; they are inspirational and very easy to identify with. Blink and The Tipping Point are two of my favorites. I highly recommend.”
Favorite artist
“Lately, I have been so enamored with the modern paintings from Mark Rothko. His work is bold, colorful, and they knock me out!”
Favorite way to unwind
“Well, truth be told, nothing is more relaxing to me than an evening at home with family and friends (and my Cavalier King Charles Clayton of course). When you are on the go all the time, this is a true luxury and one I am extremely grateful for.”
Favorite quote
“I know it’s a poem, but I have always loved Robert Frost’s The Road Less Traveled. ‘I took the one less traveled by, and that has made all the difference.’ Enough said.”
This feature first appeared in the January/February 2023 issue of Designers Today.
