It’s More Than Aesthetics
Hannah Coast on Interior Design, Client Experience and Business Growth
Want to hear the full conversation? Listen to the podcast episode here.
In this episode of the Inside Riva Podcast, Sophie sits down with Hannah Coast, Founder of Hannah Coast Designs, to talk about interior design, creativity and the realities of building a business around deeply personal work.
Hannah creates custom interiors and furniture packages for short-term rentals, but the conversation quickly moves beyond aesthetics.
For Hannah, good design starts with understanding people, creating the right experience and having enough clarity to make confident decisions as the business grows.
Start Before It Feels Perfect
Hannah Coast Designs developed gradually, with clients first asking Hannah to help with renovations and furniture decisions before she recognised the opportunity for a business of her own.
Even then, there was plenty to refine.
“As much as you want to take your time and make sure that everything is perfect when you launch, you’ve also just got to take the jump and start.”
It is something many founders will recognise. There is always another process to improve or part of the offer that could be stronger.
But some of the most useful learning only happens once the business is operating.
Starting gave Hannah the opportunity to understand what worked, identify the gaps and shape the business around real client needs.
Hannah Coast | Founder of Hannah Coast Designs
Good Design Starts With Understanding People
One of the clearest principles behind Hannah’s work is that she designs for her client, not for herself.
A client might say they want a “coastal” home, but Hannah knows that can mean something completely different from one person to another.
So she asks more questions and digs deeper. If they mention a hotel they loved staying at, what in particular did they love about the hotel? Was it the lighting, comfort or atmosphere? What feeling are they actually trying to create?
“If you ever don’t understand, just keep asking questions.”
The same principle applies well beyond design.
It is easy to build a service around what we think people should want. The harder and more valuable work is understanding what they actually care about.
For any business, that understanding can shape the sales process, service delivery and the entire client experience.
Find Your North Star
With inspiration everywhere, Hannah believes it is important to have a clear direction before making decisions.
“It’s good to have a North Star.”
In design, that might mean knowing a space should feel comfortable, colourful and easy to live in, then testing every decision against that direction.
The same thinking applies to business.
As companies grow, new opportunities, trends and opinions will always compete for attention. A clear direction makes it easier to decide what fits and what does not.
Who are we serving? What do we want to be known for? What should working with us feel like?
As Hannah puts it:
“Find your north star and then stick to it.”
The Business Behind the Creative Work
Interior design may look highly creative from the outside, but Hannah quickly discovered how much happens behind the scenes.
“Underneath the creative design there’s a heap of admin.”
There are suppliers, pricing, logistics, trades and client communication behind every finished project.
Hannah also draws on experience from previous roles, including corporate sales and property maintenance, depending on what the business needs.
AI has become part of that process too. She uses it for emails, admin and quick visualisations when a full-scale render is not necessary.
“I think it’s just sped up my business, so why wouldn’t I use it?”
For Hannah, the value is not in replacing expertise. It is in creating more time for the work where her judgement and client understanding matter most.
Reputation, Relationships and Growth
As Hannah’s business grows, she remains very aware that her name is attached to every project.
“My reputation is always on the line, and it’s what makes me go above and beyond for my client.”
For founder-led businesses, reputation is often built in the small moments: how you communicate, manage expectations and deliver on what was promised.
The people around the business can matter too.
Hannah values being surrounded by other professionals at Riva, particularly the opportunity to learn from businesses outside her own industry.
“You’re gonna get nuggets.”
A conversation with another business owner can introduce a different way of thinking or solving a problem, without needing to turn into a formal collaboration.
Sometimes a useful perspective is enough.
More Than Aesthetics
There is a strong connection between the way Hannah approaches interiors and the way she is building her business.
Both start with understanding people, balancing creativity with practical decisions and knowing the direction you want to move in.
For business owners, perhaps that is the broader takeaway.
Growth is not always about adding more. Sometimes it is about understanding your client more deeply, getting clearer on what your business stands for and making decisions that support that direction.
Because whether you are designing a room or building a business, the strongest results are rarely just about how things look.
They are about the experience you create for the people they were built for.
Inside Riva with Hannah Coast
Hannah Coast is the Founder of Hannah Coast Designs, creating custom interiors and furniture packages for short-term rental properties.
Listen to the full episode of the Inside Riva Podcast for more on interior design, client experience and building a business with clarity.
Learn more about Hannah Coast Designs or follow @hannahcoastdesigns on Instagram.
