Building Big in a Small Town: Nicole Roe Featured in Design News Now
What does it really take to grow a nationally recognized interior design firm—without leaving your small town?
Design News Now sat down with Nicole Roe, founder and creative director of R. Nickson Interiors, to talk about how she built her powerhouse firm out of Lakeland, Florida. The article, titled “Building a Big Firm in a Small Town,” is a behind-the-scenes look at how Nicole’s grit, vision, and background in construction helped her scale what many might assume only happens in major cities.
Here’s a look at what the feature covers:
Turning Constraints into Strategy
Nicole shares how the limitations of a smaller market pushed her to develop in-house systems and processes that many large firms overlook—including her own receiving warehouse, vendor management strategies, and streamlined client logistics. What started as a workaround became one of her firm's strongest selling points.
Designing With Depth—and Discipline
With a degree in building construction from Georgia Tech and years of experience in the commercial construction world, Nicole’s approach to interior design is rooted in both beauty and buildability. That construction knowledge is a major asset—especially on renovation and new-build projects where collaboration with contractors is essential.
Branding That Reflects Real Life
Nicole gets candid about rebranding her firm from Nicole Roe Interiors to R. Nickson Interiors—a move that allowed the brand to grow beyond herself and reflect the confident, cool, lifestyle-driven aesthetic her work is known for. The article explores how her personal style and design philosophy have evolved together, shaping everything from marketing to how she shows up in public.
The Myth of the Big City Advantage
This feature challenges the assumption that great design only happens in big cities. Nicole explains how her Central Florida roots are an asset, not a liability—and how designing for real people, in real homes, across the country has built a reputation based on substance, not just style.
If you’ve ever wondered whether you need to relocate to grow your business—or whether your brand can expand beyond your zip code—this feature is a must-read.
