Inside Etch Design Group: How Two Women Built a Thriving Interior Design Brand — Multiple Companies, and a Culture of Autonomy

Building a business that lasts isn’t just about great design, it’s about vision, trust, and the people who help bring it all together.

In this episode of Architect My Business, host Aya Shlachter sits down with Stephanie Lindsay and Jessica Nelson, co-founders of Etch Design Group, a full-service interior design firm in Austin, Texas. What started as two creatives with complementary strengths has evolved into a thriving enterprise that includes Etch Property Management, Postscript Styling, and AI for Interiors, a growing platform that empowers designers through technology and education.

Stephanie and Jessica share how their journey from side hustles to building a multi-faceted business was guided by shared values, humility, and a deep respect for one another’s strengths. They talk candidly about the challenges of entrepreneurship, the importance of investing in people, and how clear communication and mutual trust have been the cornerstone of their ten-year partnership.

The conversation also explores the realities of scaling a creative business, including learning when to delegate, hiring business coaches, and maintaining balance between passion and profitability. Their story is a testament to what happens when you lead with intention, nurture your relationships, and never lose sight of the joy that brought you to the work in the first place.

Key Takeaways:

• Partnerships thrive on respect, trust, and open communication.

• Let go of control, invest in the right people, and allow experts to do their best work.

• Delegate tasks that don’t serve your highest value to free up time for what truly matters.

• Self-care and clarity are essential for long-term business success.

• Failures are not setbacks; they are stepping stones to greater achievements.

• A strong company culture starts with putting people before profit.

• Hiring a business coach can provide clarity, structure, and fresh perspective.

• Stay adaptable, as growth often requires a pivot.

• Passion and purpose fuel resilience during challenging seasons.

• Life is short, so build a business and a life that aligns with what you truly love.

Timestamps:

00:00 – Episode Snippet 

02:33 – How a missed job turned into a life-changing connection  

08:50 – Starting Etch Design Group during a season of uncertainty  

14:15 – How Etch creates beautifully personal interiors  

18:41 – The entrepreneurial spirit that runs in both their families  

22:49 – The fear and faith behind hiring the first employee  

25:31 – How roles have evolved as the business expanded  

29:39 – Sponsor Spotlight: Need extra hands to meet deadlines? MGS Global Group provides skilled architectural professionals on demand so your projects stay on track. Visit mgsglobalgroup.com.  

31:40 – Pipeline planning and marketing with strategy and intention  

33:36 – Introducing other businesses beyond Etch  

36:50 – What excites Jessica and Stephanie most  

40:05 – The realities of work-life balance  

42:24 – Invest in good people to help your business grow  

45:06 – Take quiet time for clarity and strategy  

47:04 – How complementary strengths make partnership thrive  

51:32 – The zone of genius  

55:51 – Hire a business coach  

58:20 – Life’s too short to hate what you do  

About the Guests:

Stephanie Lindsey and Jessica Nelson are the co-founders of Etch Design Group, an Austin-based interior design firm they launched in 2015 with one shared belief: life is too short not to create beautiful spaces together. Built on three core principles—putting people first, creating balance between work and life, and always doing what is right—Etch has grown into a thriving studio known for its warm, collaborative culture and deeply personalized design approach.

Under Stephanie and Jessica’s leadership, Etch’s talented team has mastered a signature process rooted in listening, creativity, and care. They design extraordinary spaces that reflect each client’s unique story and style, proving that friendship, passion, and purpose can build something truly meaningful.

Connect with Etch Design Group:

Email: [e-mail]

Website: https://etchinteriordesign.com/

Instagram: https://www.instagram.com/etchdesigngroup/

Facebook: https://www.facebook.com/etchdesigngroup/

🎙️ This episode is brought to you by MGS Global Group. Running a growing architecture firm? You’re probably not short on projects. You’re short on people. That’s where MGS Global Group comes in. We provide qualified architects on demand so you can deliver more without overloading your team or sacrificing quality. Whether you need help with Construction Documents, Design Development, BIM support, or just don’t have time to train someone new, our team integrates seamlessly with yours — no long hiring process, no hand-holding. We work across time zones, so your projects keep moving even after you log off. Learn more at https://mgsglobalgroup.com/. 

Listen to the Podcast:

Spotify: https://acesse.one/lr2qB

Apple Podcasts: https://podcasts.apple.com/us/podcast/architect-my-business/id1575638268

Podcast Website: https://www.architectmybusiness.com/

Connect with Us!

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LinkedIn: https://www.linkedin.com/company/architectmybusiness/

Get in Touch:

Ask Aya anything: www.speakpipe.com/AskAya  

Be a Guest: https://bit.ly/AMBPodcastGuest

Architect My Business (AMB) is the go-to podcast for architects and designers in the AEC industry who want to build, grow, and scale a thriving practice. Hosted by Aya Shlachter, each episode breaks down complex business concepts into simple, actionable strategies focused on leadership, people, marketing, operations, and profit. Whether you’re just getting started or ready to elevate your firm, this podcast helps you design a business as strong and inspiring as the spaces you create.