Founders & Friends
Founders & Friends is where interior designers and creative entrepreneurs come for real conversations about building a business—and a life—that feels good.
Hosted by a designer-turned-founder, each episode dives into honest, behind-the-scenes stories from industry leaders, creative thinkers, and bold business owners who are shaping the design world on their own terms. We talk about the big wins, the hard lessons, the financial truths, and the messy middle of entrepreneurship.
Whether you're just starting out or scaling something big, this podcast is your reminder that you're not doing it alone—and that success can look a lot of different ways.
Come for the insights, stay for the community. This is Founders & Friends—where business gets personal, and conversations get real.
Founders & Friends
35. How Kaitlyn Wolfe Built A Multi-Dimensional Brand
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In this episode of Founders and Friends, Ronniesha Rivera sits down with multidisciplinary designer and founder Kaitlyn Wolfe to unpack the evolution of her growing design empire.
What began in 2016 as Iconic Design and Build has transformed into a multifaceted brand encompassing luxury interiors, product design, and retail. Kaitlyn shares how rebranding under her own name created clarity, allowing her business to expand into distinct yet connected divisions—including a luxury interiors studio focused on ground-up construction and boutique hospitality projects.
The conversation dives into the launch of her product lines—Ground Floor, a made-to-order furniture and lighting collection, and Substrate, a boutique tile line developed in partnership with a distributor—as well as the unexpected rise of Shop My Warehouse, which evolved from a staging inventory solution into a thriving e-commerce business.
Kaitlyn also opens up about the realities of managing multiple business identities, the importance of travel as both inspiration and reset, and the operational lessons that come with scaling. Her approach to entrepreneurship is grounded in action: launch quickly, iterate often, and ensure the right people are in the right roles as the business grows.
This episode is a masterclass in building a layered, design-driven brand—without waiting for perfection.
You can find Kaitlyn Wolfe at:
https://kaitlynwolfe.com/
This Episode was brought to you by Vetted by Design
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