I talk a lot about collaboration and how building mutually beneficial relationships with professionals you trust can be a cornerstone to any business (particularly in this article, Strategic Partnerships and Why You Need Them). I strongly believe that effective partnerships between specialists with the same client base will not only benefit those professionals but their customers too.

Today, I’m going to introduce you to two Business Room members who have developed a wonderful relationship, supporting each other, referring business, and becoming great friends in the process.

Creative Collaborations Bringing Growth Opportunities

Meet Alison Stone, of Designs4Living, and Nicola Greenwood, of Sew Special Soft Furnishings.

Alison has been in business for over 15 years helping her clients create spaces they love, she’ll design a room or whole house, stage your property for sale, or dress your venue for a spectacular celebration.

Again, it is over 15 years since Nicola started her business in Cheshire. Since then she has moved to Northants and the business has grown, now working with other seamstresses and experts to provide stunning made-to-measure curtains, blinds, and soft furnishings.

How did the two of you meet?

Both: We met at a Market Harborough networking event, where we were introduced by the meeting leader. After that, we met up in a coffee shop and have become good friends since.

Tell us a little about your businesses?

Alison: Although I’ve worked in interior design for a long time, I still come across new challenges, find inspiration in new places and enjoy working with new clients. My favourite clients are the ones who are open to new ideas and styles, they’ll take on board what I say, and we can work together to create something amazing.

My favourite job is one that goes to plan! I love that I get to work on different projects – room designs, lighting, bathrooms, weddings, and shop windows. I can get involved in anything that needs styling, repurposing, or recycling.

Nicola: As my business has grown, I love that I’m now able to offer my clients more options – we can bring a room together with the right pieces, creating a space which is better than they even hoped for. My favourite clients are easy-going, they’ll ask for advice and recommendations then listen to my expertise and value my experience.

My favourite job would have to be one with beautiful fabrics and lots of detail, helping us create a stunning home; a job where you can stand back and admire the impact, knowing the client will be really happy.

What has networking done for your business?

Alison: I love networking, meeting new people and hearing about their businesses – I especially like the Business Room. I find most of my business through networking.

Nicola: Well, we met through networking so I’m a great believer! Most people I meet own their own business and are there in meetings to help each other and encourage, giving advice with their own experience. I’ve found that it’s all about collaboration and working together. I’m in my second year with The Business Room and find the format really successful.

Thinking about your collaboration, what are the most important things you have in common?

Both: There are so many!

• We have likeminded clients, who want beautiful spaces but need help to create them.
• We work in people’s homes so can see if our clients would benefit from each other’s services.
• Design, we’ve both been in creative industries for a long time and it’s great to share that. Sometimes we attend trade shows or exhibitions together, these days allow us to build on our relationship as well as keeping updated on new trends.
• We have the same business mindset, looking to work with similar people and achieve similar goals.

What are the biggest benefits of your relationship?

Both: In many ways, these reflect the previous list.

• Because we work with similar clients, we are comfortable recommending each other where it will provide a benefit to the client.
• We network in similar groups although different locations so can stand-in for each other providing us both with fantastic networking opportunities.
• We support each other to step out of our comfort zones, knowing the skills and expertise we each bring. Having that vote of confidence makes a real difference.
• Similarly, we give each other the confidence to work on different kinds of jobs with different clients – things we might not look for ourselves.

How do you spot opportunities to refer each other?

Both: We know each other’s strengths so can each bring the other in to a particular project if we feel it’s helpful. I might see a job where they say they need more advice on the whole room, or paint, wallpaper, furniture suggestions, so I’d ask Alison to get involved; and vice versa.

Could you share some of your collaboration stories?

Alison: I was working with a client to create a design for their lounge and dining room; when visiting the property, I invited Nicola to join me to discuss the soft furnishings. The windows were difficult to dress with not enough space above the recess, we were also concerned the client’s desire for curtains would restrict light in a space which was already quite dark. We were able to suggest roman blinds which worked perfectly, pattern matching across the space, and I added cushions and accessories to create a wonderful scheme.

Nicola: Having been able to provide a client with curtains and roman blinds for their lounge bay window, I was tasked to look at their brand-new garden room. At this point I brought Alison on board to help design furniture, flooring, a bar and more. This project is still ongoing but has been a great success.

Strategic Partnerships in the Creative Industry

Alison and Nicola have created an incredible partnership, supporting each other personally and in business. This kind of relationship is only possible when you meet the right people, those who share your aims and values, who understand how you work and what you are working towards.

We celebrate all the collaborations created through our networking meetings. It’s something, I think, we do particularly well at Your Business Matters – with follow-up calls to ensure we really understand member businesses and a focus on connecting you with suitable strategic partners.

Who would be your ideal collaborative partner? We’d love to see you at one of our networking groups – you might find someone there. Have a look at our Networking Meetings and book yourself in.