Angie Wetzel: Halfway Through 2025 – A Journey of Passion, Purpose, and Unstoppable Design!

Can you believe it? We're already standing at the midpoint of 2025, and what a phenomenal six months it's been! As I reflect on this journey, from a seedling of an idea to the flourishing firm InterLux Interiors has become, my heart swells with gratitude and an unshakeable excitement for what's next. This isn't just about designing spaces; it's about crafting experiences, improving lives, and building a legacy.

Angie Wetzel: Halfway Through 2025

The Angie Wetzel Mentality: Breaking Rules and Building Dreams

For those who know me, you know I'm not one to follow the well-trodden path. My mantra has always been, "I'm all about breaking the rules if that gives me chills." This isn't recklessness; it's a deep-seated belief that true innovation lies beyond the conventional. I thrive on the thrill of possibility, even before an opportunity fully manifests. That burning desire to "show people what they're missing" and introduce something fresh and exhilarating to the city I love – Tampa – has been my unwavering North Star.

My journey began in the vibrant heart of Bangkok, a city that ignited my passion for intricate beauty and cultural depth. My formal training took me to one of London's most prestigious design schools, a foundation that propelled me into a seven-year tenure as a lead hospitality designer for a top firm in Asia. Imagine the immersion: Tokyo's precision, Singapore's elegance, Dubai's opulence, the vibrant chaos of Mumbai and New Delhi, the ancient stories of Tel Aviv – each city etched a new layer of global understanding into my design philosophy.

Twelve years ago, I landed in the United States, and for eight of those years, my passport was my constant companion, as international projects kept me jet-setting. But there comes a time when you find "home," and for me, that's undeniably Tampa, Florida. This city, where I'm raising my family, has become the canvas for my deepest ambition: to infuse every project with that rich tapestry of global perspective and international design experience.

Design as a Force for Good: InterLux Interiors' Vision

At InterLux Interiors, which I proudly founded in 2022, we believe that design is far more than just aesthetics. Design is there to serve, whether it's emotionally or physically. It's there to improve your life. Think about it: our surroundings profoundly impact everything we do, how we feel, what we perceive, and ultimately, how we exist. Why wouldn't we strive to make that impact as positive and significant as possible?

This conviction is at the core of our business point of view. In just three short years, InterLux Interiors has blossomed from a $20,000 per year company into a multi-million-dollar design firm. This exponential growth isn't just a testament to hard work; it's a powerful affirmation that people truly see the value in elevating their quality of life. They understand that how their business is perceived, how their home feels, directly influences their success and well-being. Design is part of everything.

Breaking into the luxury market as a "newbie" in town was no easy feat, I assure you. It demanded an unwavering focus on quality – not just in our design deliverables, but in every interaction. A client-centric mindset is paramount, ensuring every decision is made with their vision and needs at the forefront. We are relentlessly results-oriented, constantly striving to exceed expectations. And of course, perseverance is the bedrock upon which everything else is built.

Beyond the creative spark, establishing robust systems and processes has been crucial. We are always evolving, always seeking out problems to solve, always refining our approach to deliver seamless, exceptional experiences.

The Unseen Fuel: Passion and Love

But here's the honest truth: none of this would be possible without an unyielding passion and profound love for what you do. You have to be fully committed, utterly devoted. Because like anything worth pursuing, there will be good days, and there will be bad days. What keeps you going, what propels you forward even when challenges arise, is that burning desire to build your legacy, that absolute joy in what you create, and most importantly, the profound impact you make on how your clients feel.

The Business Journey: What I've Learned, Celebrated, and Conquered

Looking back at the whirlwind that transformed InterLux Interiors from a fledgling $20K company to a multi-million-dollar powerhouse in just three years, there's so much to unpack. It's been a masterclass in entrepreneurship, and I'm thrilled to share some of the "juice" from the business side.

What I've Learned (Sometimes the Hard Way):

• The Power of Perseverance: There were countless moments, especially in those early days as a "newbie" breaking into the Tampa luxury market, when I felt like I was pushing a boulder uphill. Getting that first luxury client, proving my worth without a local track record – it was humbling. But it taught me that tenacity isn't just a virtue; it's a survival skill.

  
  

• Systems Over Everything (Almost): My background in large, global firms instilled in me the importance of process. What I quickly learned is that even in a burgeoning boutique firm, robust systems and scalable processes are non-negotiable. We've spent countless hours refining everything from client onboarding to project management to vendor relations. This wasn't always fun or glamorous, but it’s what allowed us to handle the explosive growth without sacrificing quality or our sanity.

  
  

• The Client Persona is Human: This might sound obvious, but it’s critical. Early on, I probably over-indexed on the "luxury client" as a demographic. What I've truly understood is that while they might have similar financial profiles, at their core, they are human in nature. They have anxieties, aspirations, trust issues, and desires for connection. Understanding their emotional landscape, their unspoken needs, has been far more impactful than just knowing their budget. It's about serving their existence through design.

  
  

What I've Celebrated:

• The Multi-Million Dollar Milestone: This wasn't just a number; it was a validation. It showed that my vision resonated, that our dedication to quality was being recognized, and that the market craved the unique global perspective we bring. It validated every late night, every challenge overcome.

  
  

• Laser Focus in Vision and Inspiring the Team: While I started alone, fueled by sheer will, the true magic happened when I managed to translate my laser-sharp vision for InterLux Interiors into a shared mission. Seeing my team embrace that vision, embody the same drive, and push boundaries alongside me is one of my greatest celebrations. Their passion fuels mine, and together, we create something far greater than any individual effort.

  
  

• Client Transformation: Nothing beats seeing a client’s face light up when they walk into their finished space. More than just pretty rooms, it’s about the emotional impact – the feeling of comfort, inspiration, pride, or efficiency that our designs evoke. That human connection, seeing how design tangibly improves their lives, is the ultimate celebration.

  
  

What I Got Right:

• Unwavering Focus on Quality: From the very first sketch to the final installation, our commitment to impeccable quality in every design deliverable has been our non-negotiable. This isn't just about aesthetics; it's about precision, durability, and a flawless execution that speaks volumes about our brand.

  
  

• Client-Centric Mindset: I truly believe in putting the client at the absolute center of everything we do. It’s not just about delivering a design; it’s about understanding their deepest desires, anticipating their needs, and making the entire journey as seamless and enjoyable as possible. This approach fosters loyalty and, crucially, generates invaluable referrals.

  
  

• My Global Vision: When I decided to make Tampa home, I was determined to infuse my international experiences into a market that might not have traditionally seen it. This "breaking the rules" approach, this desire to introduce something new to the city, resonated powerfully. It gave us a unique selling proposition in a competitive luxury market.

  
  

What I Got Wrong (and what it taught me):

• Underestimating the Local Network: Coming from a global stage, I initially thought my portfolio alone would open doors. I quickly learned the profound importance of local relationships, community engagement, and building trust within the Tampa sphere. It’s about people connecting with people, and that takes time and genuine effort. I got too focused on the "what" and not enough on the "who" in the beginning.

  
  

• Trying to Do It All Myself for Too Long: As a founder, there’s a natural inclination to be involved in every detail. For a while, I resisted delegating, thinking it would compromise quality. What I learned is that true leadership is about empowering others, building a team stronger than any individual, and trusting them to elevate the business. This was a crucial shift in mindset for scaling.

  
  

• Not Valuing My Time Enough Early On: In the early days, I probably undersold my value or spent too much time on activities that didn't directly generate revenue or build the brand. Learning to say "no" and strategically prioritize my time has been critical for our growth and my sanity.

Navigating the Budget Dance: A Masterclass in Client Communication

Now, let's talk about one of the juiciest parts of the business: client budgets. Believe it or not, 90% of the time, when I ask a new client, "What's your budget?" their initial response is often, "I don't have a budget." Of course, we all know that’s not quite true. Everyone has a financial framework they're working within, even if it's broad.

This is where the art of gentle probing and client education comes in. Instead of dwelling on the "no budget" response, I've developed a technique that almost always gets me the clarity I need. I'll often rephrase the question: "Do you see yourself investing $200,000, or $500,000, or a million, or perhaps even over a million on this project?" This immediately gives them a range, a starting point for discussion, and helps them articulate their financial comfort zone without feeling put on the spot. It's about guiding them, not interrogating them.

However, the conversation doesn't end there. A frequent scenario is that a client will set a budget that, while substantial, doesn't quite resonate with their stated taste and aspirations. They appreciate nice things – and let's be honest, nice things cost a lot, a lot. This is when we need to have a deeper discussion about whether their "set budget" is truly a firm, unmovable ceiling, or if there's flexibility to align their investment with their genuine desire for luxury and quality.

I firmly believe that as an interior designer, it's my job to show them what's possible. I always present the dream, the "spectacular" vision they initially came to me for. My clients, by virtue of hiring InterLux Interiors, don't want "simple." They all want something truly extraordinary. And I deliver that, every single time.

But I'm also pragmatic. While I present the aspirational, I always have backup options with friendlier costs without compromising the core design integrity. This shows them the spectrum of possibilities and allows them to make informed decisions. However, if the client doesn't want to give up on the elements of true luxury and unparalleled quality that define their vision, then the conversation inevitably shifts: the budget needs to be increased. I'm not a magician. I cannot conjure high-end finishes and bespoke craftsmanship from thin air. It’s about managing expectations with transparency and integrity, ensuring they understand the direct correlation between their investment and the quality and grandeur of the outcome.

This nuanced approach to budgets, understanding the human psychology behind it, has been a key pillar in building strong, trusting client relationships and, ultimately, in the rapid growth of InterLux Interiors.

The Art of Professional Connection: Knowing When to Walk Away

At the end of the day, every successful design project boils down to a deep human connection. This isn't just about personal rapport; it's about a professional and intellectual connection between me and the client. I've learned that designers like me serve best to people who genuinely understand, value, and respect our design process and expertise.

My ideal clients are those who recognize that the hundreds of hours we invest, and the significant financial commitment they make to our expertise, means they should follow our guidance instead of dictating the design outcome. This isn't about arrogance; it's about trust. They've hired me for my vision, my experience, and my ability to create something they can't on their own.

I've learned from past experiences, and now, when I see certain red flags, I am fortunate enough to be in a position to walk away... politely and professionally. One major red flag? The expectation of champagne design on a beer budget. Let's be honest: good design, and I mean with quality, doesn't come cheap. You cannot spend a significant design fee on a top-tier designer and expect her to furnish your home with items from Walmart or Wayfair. The math just doesn't math. It creates an immediate misalignment of expectations that inevitably leads to frustration for both parties.

Another significant red flag for me is the indecisive client. These are often the most pain. They'll take the carefully crafted, bespoke design, tailored specifically to their desires and descriptions, and then proceed to ask their entire community: their parents, their children, their friends, their neighbors, for their opinion on whether or not it's "good enough." This, frankly, confuses the hell out of me. Why did you hire me again? My role is to be your expert, to translate your vision into a cohesive, functional, and spectacular reality. Seeking endless external validation on a professional design solution indicates a fundamental lack of trust in the process and in me, the professional they enlisted. It drains time, energy, and ultimately dilutes the very vision they sought.

Tackling "Scope Creep": Clarity is Your Best Ally

Now, let's address a common challenge in our industry: scope creep. To be honest, "scope creep" itself isn't the real problem. The issue arises when a client consistently adds more scope of work into the project but simultaneously does not want to increase the budget or the timeline. They expect everything to be executed at the same quality level, or sometimes, even lower, despite the added complexity. This is where the "math doesn't math" again.

What I've learned from this, and this might surprise you, is that the solution is not to say no immediately. Remember, I love exploring potential and the opportunity to take my projects to the moon. However, the key lies in being crystal clear from the very beginning of the project, or as soon as any potential scope creep is identified.

I've had to become rock solid in communicating that if three critical factors don't get increased, then nothing additionally will be possible to execute—not to the quality standard we uphold, and certainly not financially. Those three non-negotiables are: design fee, overall budget, and lead time.

The best strategy is to be clear and rock solid as soon as the conversation starts. As tempting as it is to "spoil" clients, to shower them with love and care, and always, always go above and beyond, don't do that when it comes to scope and resources. I had a habit of over-delivering without adjusting expectations, which ultimately hurt the business and sometimes even the project's integrity. You must cut ties with your emotions and strictly stick to your professional responsibilities outlined in the initial agreement.

Clarity is everything. It will eliminate confusion, set appropriate expectations, and ultimately benefit your project and your business best. Be clear, be concise, and most importantly, you have to stick to it. Your client and your business will thank you later for that unwavering commitment to professional boundaries and project integrity.

What to Expect Next from InterLux Interiors: Beyond the Walls

As we look ahead to the second half of 2025 and beyond, you can expect nothing less than continuous evolution from InterLux Interiors. I never stop pushing boundaries and relentlessly seeking ways to improve our efficiency and methodologies. My passion drives me to constantly seek out the finest materials, innovative design, and cutting-edge building techniques to contribute significant improvements and elevate every single project.

My frequent travels around the world aren't just for seeking inspiration and cultural experiences. They are crucial for actively exploring opportunities to bring new design ideas to the market, import unique materials, source incredible, cool design elements, and foster new collaborations with talented artisans and creators for my projects. This global pipeline ensures that InterLux Interiors remains at the forefront of design innovation.

Expect to see our design vision extend far beyond just the interiors. We're committed to bringing design and incorporating it into every aspect of our clients' elevated living experiences. This means a more holistic approach that encompasses exterior design, sophisticated lighting schemes, integrated outdoor living spaces, thoughtful landscape design, and much more.

The future is incredibly exciting, and truly, the sky is the limit. Our clients will get to experience a truly 360-degree elevated living in the coming months as we roll out these comprehensive design solutions. We're not just designing rooms; we're crafting entire lifestyles.

Happy Designing!

XO ~APW