Meet The Hosts Behind iDesign Lab And Why Design Touches Everything

We’re climbing the Arts charts, the downloads are growing fast, and we realized something: a lot of you know iDesign Lab, but you don’t really know us yet. So we’re stepping out from behind the guest chair to reintroduce ourselves and share how this design podcast came to life, why it’s evolving so quickly, and where we want to take it next.

We talk about the origin story, from Tiffany’s years of learning through podcasts during long drives to project sites, to the moment we saw how perfectly our backgrounds fit together. Tiffany brings decades of interior design experience, including 500+ homes designed across South Florida and beyond through TW Interiors, plus an honest look at designing for real families who actually live in their spaces. We dig into the shift today’s designers face: documenting work, photographing projects, and building a portfolio in a social media-driven world while still serving clients at a high level.

Scott shares the other side of the coin: storytelling, production, and entrepreneurship. From running a television and motion picture production company to growing an early grocery business into 42 stores, he explains how those experiences shaped his approach to pitching, selling, and building. We also talk about Scott’s books, including Pitch Sell Sold, and why we’re excited about the guests we have lined up, plus the possibility of taking the podcast on the road.

If you like conversations about interior design, creative careers, lifestyle design, and the business of making ideas real, subscribe, share this with a friend, and leave a review. What kind of guest or topic would you love to hear on iDesign Lab next?

Transcript

Welcome And Chart Momentum

Voice Over 0:00

This is iDesign Lab, a podcast where creativity and curiosity meet style and design. Curator of interiors, furnishings, and lifestyles. Hosted by Tiffany Woolley, an interior designer and a style enthusiast, along with her serial entrepreneur husband Scott. iDesign Lab is your ultimate design podcast where we explore the rich and vibrant world of design and its constant evolution in style and trends.

TIffany Woolley 0:30

Welcome to the iDesign Lab Podcast. Today it's your hosts, Tiffany and Scott Woolley. And we thought we would take a moment today.

Scott Woolley 0:41

A little bit of a break from our normal podcast. Our normal routine.

TIffany Woolley 0:45

Yes, and kind of reintroduce ourselves to our audience. It's been so exciting. It's becoming something that Scott can't stop checking. But the podcast is climbing the charts.

Scott Woolley 0:57

Yeah, we're as of today on in the arts on iTunes, we're number four in the arts category is the four-month top podcast. Is that the right way to say it?

TIffany Woolley 1:07

I think so. And people probably who listen podcasts, because as a podcast listener for so many years, I didn't realize how these ratings actually happen.

Scott Woolley 1:17

It's like the stock market, how it jumps up and down every day. And I'm like affixed every morning to see where the iDesign Lab kind of sits, you know, in the top 200 podcasts in the arts category. And we've been in the top 10 for a few weeks now. We're averaging just on iTunes alone, about 36,000 downloads. So all of you out there who are tuning in and listening and following us, it's uh it's great.

TIffany Woolley 1:44

Um we're really enjoying this process. We're learning so much, and there really is so much to be said by all these guests who take the time and spend time with us here in this studio. And it's been a beautiful blend of obviously design-centered conversations and highlighting industry leaders, but it's also been an in-depth, you know, detail and dive into really how people design their lives and design their careers, they design their passions, they turn their passions into careers. There's just so many evolutions a person can take since Scott and I are now becoming podcast hosts.

Scott Woolley 2:25

Yeah, and we're very excited about the guests that we have lined up for the next few months. We're kind of booked out for quite a far way into the future with some exciting guests, which I think the podcast will only grow, and I think it'll be much more interesting to listen to with a lot of the very unique and well-known personalities and so forth that we've got coming aboard as guests.

TIffany Woolley 2:50

Yes, and we've actually brought somebody on in-house inside the business that's going to really help promote and you know make our content a little bit more accessible and more um grow it and push it out there. So we're really excited about that because we've actually learned so much through so many of our guests, ironically.

Scott Woolley 3:11

And it looks like we're going to be taking the podcast on the road. It looks like uh in the fall we'll be doing the podcast from other locations, uh, which is a great thing. And got my phone going off and didn't turn it off today. Bad thing to do.

TIffany Woolley 3:25

I guess when we don't have a guest, you don't have the cue. Correct.

How The Podcast Started

TIffany Woolley 3:29

Anyway, I thought we could also take a few minutes and really kind of introduce how this all came about. I, being an interior designer my whole career, um, starting here in South Florida, really enjoyed listening to podcasts. And those podcasts started in a drive to a project that we had going on in Miami. So I spent a lot of time in the car. And I was a big fan of books on tape, and all of a sudden, podcasts kind of came on the scene, and I really, really enjoyed it and became a huge consumer of content through podcasts. So it was only- On the other hand, I don't really listen.

Scott Woolley 4:13

I well, now I start I'm starting to listen to others, but I haven't been for a long time.

TIffany Woolley 4:18

And it's it's funny because me being an interior designer and Scott's background and passions, you know, being in the film industry and the television industry and just communications, this was a really unique way to bridge our passions, I guess, our backgrounds. So me being an interior designer and Scott being in the television industry, this was a good way to bring things full circle. And even though the podcast is really centered about highlighting design and all things related to design, because in one of my podcasts that I listen to, I often reference that wherever there is a creation, there's a designer behind that creation. So if that's a meal you've created, a diet you've created, a room you've designed, an item you've designed, patented, thought up, all of that is designed. Started a business. And it starts. So we really enjoyed all of this, and we look forward to growing it. And just to kind of, again, reintroduce

Tiffany’s Design Path And Clients

TIffany Woolley 5:28

ourselves.

Scott Woolley 5:28

Um, I want to do a little bragging about my wife, Tiffany.

TIffany Woolley 5:32

Oh, that's right.

Scott Woolley 5:33

So she's she's done over 500 homes, not just in South Florida, but California, New York, Pennsylvania, and a number of places around the country. So it's it's not like she's done one or two or three, and every single one has been amazing that I've watched her do over the last 24 or five years. Um, but when you think about it, over 500 homes is a lot of houses and a lot of clients. And the business that she's built has really been word of mouth through ever all those clients. Clients that are from 15, 20 years ago are still promoting her and sending her business, which is a great and wonderful thing.

TIffany Woolley 6:12

And it really did start as a passion and something I enjoyed and appreciated so much. And I learned a lot early on from mentors and working, you know, originally with a very high-end design firm that I learned so much so fast. It was actually great advice that my dad had given me, instead of going back to school further, really dive into where you want to go. And I learned so much that fast that I started my own business and have been working on my own ever since. I've had the, you know, fortune to, good fortune to bring a couple great teams together through the years. And right now we have a great team in Delray Beach, Florida. And, you know, we've now started doing a lot of our own in-house projects as well. I came a part of this business or kind of grew up in this business where there wasn't such a thing as social media. So I'm really trying to evolve as an individual and grow and document my work in a much different way. So stay tuned. Hopefully, um, we'll be able to share that.

Scott Woolley 7:25

Stephanie has stayed so busy over the years that the one sort of situation or thing that haven't really stayed on top of is the photographing of all these homes that she's done because she goes, she's at any one given time probably doing a dozen to 15, 16 different projects at one time.

TIffany Woolley 7:43

So and one thing is has my career has evolved from you know true high-end residential projects, and we still do that as well, but really dealing with families, people who have great style, who have great lifestyles, they want to entertain, they use and live in their homes, their places where they're truly raising their family and enjoying holidays and weekends, and they really live and curate and evolve their spaces. And I love these relationships that have been built, but that doesn't mean they all look like they are ready for architectural digest on any given day, which I actually take as a badge of honor because these people want to live beautifully. They live with intention and they're not, you know, particularly straightening every little detail perfect and raising the back of that chair so the picture's just right. And all of that is special is special too and important, but it takes a lot of time. And I've just never been very good at interrupting my clients and been like, all right, I need to take over your house for today and come in for a full, you know, couple hours and completely rearrange everything and make it picture perfect. However, we have been doing it and they actually all love it and are very supportive as we do it. But when you get in a really busy track, that doesn't seem so important until this social media world we live in. So thank goodness that Scott, as my partner in work and in life, with his background being technical and you know, communications and cameras, we've been able to, you know, move this a little integrate things and you know, really push things forward into a new direction. And we're excited to share that with you all.

Scott’s Entrepreneur Story And Books

TIffany Woolley 9:38

And you want to share a little bit about your background, Scott has become an author. So my humble brag is he has written three books. Mom, I'm working on my fourth right now.

Scott Woolley 9:49

Yeah.

TIffany Woolley 9:49

So truly an entrepreneur.

Scott Woolley 9:52

So my latest book is Pitch Sell Sold. Great little book for anyone who's ever thought of It's a good quick read, too. Anyone who wants to pitch something, sell something, try, and it's really more geared about getting a product on a retail show.

TIffany Woolley 10:07

It's kind of aesthetic, too. So it looks good. It's aesthetic too, so it looks nice on a cocktail table. The book? Yeah.

Scott Woolley 10:15

Yeah. So it's it's it's out there, Amazon and all the bookstores and so forth. And uh there was a passion project, this one, my last one I wrote. I'm writing one about entrepreneurism right now. I'm about 80% completed with it, and I'm actually really thrilled about it. And I'm using all the experiences that I've had in life as a serial entrepreneur with starting many different businesses and many different industries, and all the things that I've learned and tips and things that I've experienced, you know, through my path with all these different businesses. But this book, right now, Pitch Cell Sold, as Tiffany has said, you know, my main business for many years is television in motion picture and having a large production company. But in in doing that, I also was always going back to the roots of where, as I always say, in my other life, I started a grocery store and grew it into 42 grocery stores, um, which people, when they meet me and they go, You wait, you're in the television business and you had grocery stores.

TIffany Woolley 11:18

And now you design. Yes, and you're a datager of your band.

Scott Woolley 11:23

My grocery stores were very, very unique. There were large grocery stores like a Whole Foods is today, but um way ahead of its time. But through my experiences of owning a grocery store and being a buyer and selecting what was going to go on the shelf, I took those experiences. And over the years, I've taken a lot of products myself, my own products and products for friends and helped them getting it into retail. And um I have a I consider myself to have a remarkable track record. Pretty much any major big box retailer that I have visited and pitched, I have gotten the deal done and got it on the shelf. And in some cases, I've taken products and in nine months had them in 25,000 retail stores. Um, so this book, Pitch Sell, Sold, is all my experiences and tips and knowledge about getting that done. I mean, I've pitched the president of the United States, I've pitched, I've pitched NASA. Um, and in every case, what I was pitching got it done, got it sold, and did the deal. Um, but I happen to love writing now. It was something that I hated to do for so many people.

TIffany Woolley 12:33

I think you like it because spell check exists.

Scott Woolley 12:36

Well, to a degree, but I just like getting it all out there.

TIffany Woolley 12:39

It's it's you have a lot to say.

Scott Woolley 12:41

Yeah, and and when you get it on paper and then you reread it, you there's a fulfillment in that.

TIffany Woolley 12:46

Um there's legacy. Yeah. You're leaving it.

Scott Woolley 12:49

So I've done a cookbook, and after the cookbook, I did a book that ended up being 800 pages. Had to have a friend who's an editor and a and a writer come in and help me cut it down to 400. But it's a memoir of up until about two years ago, what I've done in my life, which I kind of think I've done in a lot of extraordinary things that most people might think about, but will never actually go do. Um, at an early age of 21, I think it was, I set a goal for myself that I would go whatever I dreamed or thought of, I'm going to go do it and experience it and continue to do that. So that book is all about that. That's uh for those who are watching, it's the ordinary. From ordinary to extraordinary. Um, but it's a great read. I've had a lot of people who have read it telling me that what an extraordinary story it was and how great it was.

TIffany Woolley 13:43

It was hard to come up with the name. We all kind of, it took a lot of time, a lot of you know, a lot of back and forth.

Scott Woolley 13:51

So I'm still producing television shows for Netflix and HBO, and um, but our main thing is the interior design company, TW Interiors, you know, the homes that we're doing. We have a love and a passion for the design. And, you know, I love going in, you know, and seeing a home where it starts and then what Tiffany does and creates it. I tell almost every single client that we deal with, I have had the privilege and the honor to work with some of the most talented people on the planet, from Paul McCartney to Bruce Springsteen to, I mean, every kind of rock and roll music artist, Ronnie Milsap, country stars. And I always say that of all the creative people that I've worked with in my life, even having a sit-down and an experience with Steve Jobs many years ago, you know, in my office and in my studio, um, my wife is I consider to be the most creative person that I've ever met, because I am just dumbfounded when I see what she does to a home, what it started with, and then what it's looks like when it's done. It's just absolutely amazing. And being part of that experience of helping her make that happen, I'm not involved in that creative. I stay away from that.

TIffany Woolley 15:08

He helps me get it done.

Scott Woolley 15:10

But I help her get it done. And what a fun time we have doing it. You know, and I have kind of the roots of when in my grocery store days, you know, we were taking over old grocery stores or buying existing ones and remodeling them. And I really enjoyed that process. So jumping in three, four years ago with Tiffany on TW Interiors has been a very rewarding and fun experience. And we're trying to take a lot of that information that we've both learned and we're both experiencing and putting it into this podcast, you know, where, as I mentioned, we've got a lot of great guests that are coming up that have incredible design backgrounds. And like Tiffany said, design isn't on this podcast just about interior design. Design is in every aspect of life we're involved in and and in in and handling some sort of design. So people who are opening and starting companies, people who are creating products, processes, designing just the process. Yeah. So it gives us a little bit more information about us. We thought it would be a good time to kind of reintroduce ourselves, roll back about who we are and who you you're listening to.

Subscribe, Guest Ideas, And Farewell

Scott Woolley 16:28

Um we're open to input, you know.

TIffany Woolley 16:31

Um we love feedback. We want to, you know, also keep reminding people to subscribe. That's how green we were at this. We keep forgetting to even ask for the subscription.

Scott Woolley 16:43

And in pretty much every platform that we're on, from uh from iTunes to iHeartRadio to Spotify to YouTube, our emails and websites are are are somewhere listed. We'd love to hear from you. If you happen to be someone that feels that you would be a great guest, let us know. We'd like to know who you are and we'd love to hear your story.

TIffany Woolley 17:05

Yep. Every story really is so fascinating, and there's just so much to learn when you listen. So we really look forward to continuing this relationship together.

Scott Woolley 17:16

And so we have our own podcast studio in Delray Beach, but we also, as for those of you who are listening regularly, we do, you know, quite a number of remote podcasts. We really prefer having our guests in the studio. It's a lot more fun. Um, it's much more conversational when you're face to face with that person.

TIffany Woolley 17:38

Um definitely.

Scott Woolley 17:40

We appreciate everyone who has been listening and tuning in.

TIffany Woolley 17:43

We're grateful. We thank you, and we look forward to the continued growth and success together.

Scott Woolley 17:49

This is the iDesign Lab.

TIffany Woolley 17:51

Thank you for listening.

Scott Woolley 17:53

Or watching.

Voice Over 17:54

Or watching. True. iDesign Labs Podcast is an SW group production in association with the Five Star and TW Interiors. To learn more about iDesign Lab or TW Interiors, please visit TWinteriors.com.