Emma Sims-Hilditch discusses the details of her first Create Academy course: How to Be A Successful Interior Designer.
As interior designers, we spend our careers refining our eye, evolving our aesthetic and responding to the ever-changing needs of our clients. Yet one of the most important lessons I have learned over the years is this: beautiful design alone is not enough. To build a truly successful studio, creativity must sit alongside commercial clarity, structure and strong leadership.
This realisation sits at the heart of my work with Create Academy, with whom I’ve just launched my first online interior design course. My intention has been to offer a platform that supports fellow design professionals not only in developing their creative voice, but also in building the foundations of a sustainable and profitable business.
Bridging creativity and business
When I founded Sims Hilditch, I was driven by instinct, passion and a clear aesthetic vision. What followed was a steep and often challenging learning curve. Understanding how to price work properly, manage clients with confidence, establish procurement systems and lead a growing team were skills I had to develop quickly. These operational aspects of practice are rarely taught, yet they determine whether a studio can truly thrive over the long term.
So through my course, I share the frameworks, workflows and lessons that have shaped our studio’s evolution. We explore everything from defining a strong brand identity and refining the client journey to building robust project management processes. My aim is to demystify the business side of design and give designers the confidence to structure their practice with intention, rather than relying on instinct alone.
Raising professional standards
Our industry has become more visible and accessible than ever before, which I believe is a very positive shift. However, with greater visibility comes a responsibility to uphold strong professional standards. The course is grounded in best practice – thoughtful specification, clear communication, ethical sourcing and a commitment to longevity over fleeting trends.
My own work has always focused on creating interiors that feel timeless and deeply connected to their setting. I encourage designers to look beyond surface styling and instead consider narrative, craftsmanship and context. When we prioritise these qualities, we not only elevate our own work but also strengthen the reputation of the industry as a whole.
The power of community
Running a design studio can be unexpectedly isolating. As founders, we are often the decision-makers, problem-solvers and creative leads – sometimes all at once. One of the most rewarding aspects of Create Academy has been the sense of community that has developed among designers who understand these pressures.
Through cohort-based learning and open discussion, participants share challenges, exchange ideas and learn from one another’s experiences. Conversations around fees, growth, staffing and client relationships – topics that are often kept private – create space for honest and meaningful professional development. The value of that peer network should not be underestimated.
A space for reflection and growth
For more established designers, the course offers something equally important: time to pause and reassess. As a studio grows, the founder’s role inevitably shifts. Creative direction must be balanced with strategic oversight, pricing structures often need refinement, and teams require clearer leadership and delegation.
The programme provides structured guidance to help designers realign their practice with their long-term ambitions. Together, we look at how to scale thoughtfully, protect creative energy and ensure that the business supports – rather than overwhelms – the design vision.
Building an enduring practice
Ultimately, my aim with Create Academy is not simply to inspire aesthetically, but to equip design professionals with the tools to build enduring practices. Success in our industry is not measured solely by the finished photograph; it lies in the strength, clarity and resilience of the process behind it.
By sharing my experience – both the achievements and the lessons learned along the way – I hope to support others in creating studios that are commercially sound, creatively fulfilling and built to last. Because when strong business foundations sit alongside great design, both the work and the people behind it can truly flourish.
How To Be A Successful Interior Designer with Emma Sims Hilditch is available from www.createacdemy.comÂ
www.simshilditch.com | IG: @simshilditch | LinkedIn: @sims-hilditch
