Understories 012: Susann Eva Goerg, FKA HappyHomes Design

This week Linds catches up with Susann Eva Goerg, founder first of Happy Homes, which will soon be transitioning to her eponymous Interior Design Studio. German-born and based in New York, her art-forward approach is interesting as so often art consultants tend to be brought in later in the design process – to add the finishing touches, as it were. 

For Susann, it’s not so. To her it’s crucial to consider the art from the beginning of the design process, not only because it enhances it, but also because deepens the client’s story and connection to their space overall.  

Linds and Susann get into how she’s running her business, the power of delegating to others, and how personally passion is a core part of selling her service. Also, how essential boundaries are and her way of balancing business and creativity. 

Susann Eva Goerg (website)

Instagram / LinkedIn

Assessment/Quiz: Is Your Home Living Up to Its Potential?


  • Incorporating art from the beginning of the design process can create more meaningful and unique spaces for clients.
  • Outsourcing tasks that are not within your expertise can save time and allow you to focus on what you do best.
  • Overcoming imposter syndrome and embracing your unique perspective can be a valuable asset in the design industry.
  • Transitioning to a more personalized brand can help align your business with your current focus and attract the right clients.
  • Connecting with clients on a personal level is crucial for building relationships and attracting new leads.
  • Finding clients in the art world can be easier when attending art-focused events and networking with like-minded individuals.
  • Personal passion can make it easier to sell a business and find clients who align with your values.
  • Educating clients about art and helping them navigate the art market can be a valuable service.
  • Balancing creativity and business requires setting boundaries, creating schedules, and staying accountable.
  • Art plays a significant role in design, and it should be considered as an integral part of the overall aesthetic.
  • Understanding clients’ personal stories and experiences can inform the design process and create meaningful spaces.
  • Success in transforming spaces is measured by the impact on clients’ lives and their emotional connection to their homes.
  • Paint is a transformative material that can make a significant difference in a space.
  • Comparing oneself to other studios can hinder creativity and growth, and it’s important to focus on creating one’s own path.


00:00 Introduction and Background
01:06 Specialization in Interior Design with Art
04:00 Budgeting for Art in the Design Process
05:01 Personal Experience with Art in Design
06:24 Transitioning from Happy Homes to Personalized Brand
09:30 Transition from Advertising to Interior Design
11:48 Overcoming Imposter Syndrome
13:15 Challenges of Running a Design Business
20:02 Transitioning to Personal Branding
23:05 Rebranding and Messaging
26:15 Connecting with New Clients
27:14 Finding Clients in the Art World
28:47 The Power of Personal Passion
29:59 Bringing People Closer to Art
30:57 The Value of Art
32:05 Balancing Creativity and Business
33:29 The Importance of Art in Design
34:12 Understanding Clients’ Personal Stories
38:16 Balancing Creativity and Business
41:00 Creating Boundaries with Clients
43:32 Creating Conditions for Creativity
45:36 Success in Transforming Spaces
46:37 Bridging the Gap Between Art and Design
50:17 Favorite Material: Paint
52:24 Not Comparing to Other Studios