# Pierrus Agency > Strategic marketing agency for luxury interior designers and design trade suppliers Website: https://pierrusagency.com Email: info@pierrusagency.com Address: Suite 102, 1 Rocks Lane, London, SW13 0DB LinkedIn: https://www.linkedin.com/company/pierrus Instagram: https://www.instagram.com/pierrusagency --- ## About Pierrus Agency Pierrus Agency is a specialised marketing agency founded by Grant Pierrus, who brings over 15 years of experience working inside the luxury interior design industry and 20+ years in marketing. The agency has served 50+ clients across the UK, USA, Europe, and the Middle East, working with: - **Interior Designers**: Helping luxury interior design studios build their reputation, attract high-net-worth clients, and establish thought leadership in the design world. - **Design Trade Suppliers**: Connecting furniture, fabric, lighting, surface, and accessory brands with interior designers through strategic trade marketing and specification selling. --- ## About Grant Pierrus (Founder) Grant Pierrus founded Pierrus Agency after 15+ years inside the luxury interior design industry — not advising from the outside, but operating within it. ### Industry Roles and Credentials - Hosting panels at Decorex International - Hosting panels at Focus (London Design Festival) - Hosting panels at Maison et Objet, Paris - Leading VIP tours at Collect Art Fair - Selection committee member, Crafts Council ### Press and Media - Writing for the Financial Times - Writing for Elle Decoration - Media relationships: Financial Times, Telegraph, Daily Mail, Country & Townhouse, Elle Decoration ### Professional Background - 20+ years in marketing - 15+ years inside the luxury interior design industry - 50+ interior design practices and trade suppliers served - Clients across UK, USA, Europe, Middle East - Focus: luxury residential, super-prime property --- ## Services Offered ### For Interior Designers URL: https://pierrusagency.com/interior-designer-marketing Pierrus Agency helps luxury interior designers build the reputation, positioning, and lead flow that attract the right clients. **Services:** 1. **Marketing Strategy** — A diagnostic of your positioning, client profile, and current visibility — followed by a clear plan. Bespoke one-off consulting. 2. **Brand Positioning** — Defining how your practice is articulated and perceived across your website, portfolio, press presence, and trade relationships. Bespoke one-off consulting. 3. **Content and Visibility** — Building a consistent, credible presence in the places your ideal clients and referral sources are paying attention. Monthly retainer. 4. **Ongoing Marketing Partnership** — A retained relationship functioning as your marketing partner: setting direction, maintaining consistency, keeping your practice visible. Monthly retainer. **Audience:** Luxury residential designers, high-end interior design studios, hospitality and commercial designers, architectural practices with interior design services. --- ### For Trade Suppliers URL: https://pierrusagency.com/trade-supplier-marketing Pierrus Agency helps design trade suppliers move from visible to specified — closing the gap between being known by interior designers and being written into their projects. **Services:** 1. **Trade Marketing Strategy** — A diagnostic of your positioning, language, and specification readiness, followed by a clear plan. Bespoke one-off consulting. 2. **Specification Readiness** — Audit and improvement of everything a designer encounters when trying to specify you: trade page, sample process, CAD files, lead times. Bespoke one-off consulting. 3. **Brand Positioning** — Defining how you articulate your offer in the language designers use and respond to. Bespoke one-off consulting. 4. **Ongoing Marketing Partnership** — Strategic oversight of your trade marketing: tracking what's working, advising on decisions, maintaining consistent trade presence. Retainers from £1,500/month + VAT. **Audience:** Furniture manufacturers, fabric and textile suppliers, lighting brands, accessory and art brands, surface material suppliers, hardware suppliers, kitchen and bathroom brands. --- ## Brand Score — Free Specification Readiness Tool URL: https://pierrusagency.com/brand-score **Tagline**: Find out what's costing you specifications. The Brand Score is a free 5-minute diagnostic tool for design trade suppliers. Interior designers see hundreds of suppliers every year. They specify a handful. This assessment shows you exactly why you're not one of them — and what to fix. ### What the Brand Score Measures A 20-question assessment scoring brands across six dimensions on a scale of 0–100: 1. **Positioning (Why Designers Forget You)** — Can designers remember what makes you different six months after meeting you? 2. **Communication (Who You're Actually Talking To)** — Is your website speaking to designers who specify for projects, or consumers choosing for themselves? 3. **Visual Presentation (Whether You Look the Part)** — Do your website, photography, and brand materials meet design-world standards? 4. **Specification Friction (The Friction You're Creating)** — Are CAD files, spec sheets, and samples easy to obtain, or does every request require a phone call? 5. **Trade Visibility (Where You're Not Showing Up)** — Are you visible at the trade shows, in the press, and in the showrooms where designers actually look? 6. **Relationship Management (Why They Don't Come Back)** — Are you nurturing designer relationships between projects, or disappearing after delivery? ### Score Bands - **0–30: Invisible** — Designers don't know you exist or can't be bothered with the friction. - **31–50: Forgettable** — Visible enough to be seen, not compelling enough to be chosen. - **51–70: Inconsistent** — Some things working, others not. Fixable gaps. - **71–85: Credible** — Doing most things well. Fine-tuning will increase specification frequency. - **86–100: Specification-Ready** — Designers know you, trust you, find it easy to specify you. ### Who Should Take It - Trade suppliers wanting to be specified by interior designers - Furniture, fabric, lighting, and accessory brands - Manufacturers entering the design trade market - Suppliers who exhibit at trade shows but aren't converting to specification --- ## Process 1. **Strategy Call** — 30-minute conversation to understand your practice, goals, and ideal clients. No obligation. Book: https://calendly.com/pierrusagency/meeting 2. **Custom Plan** — A tailored marketing strategy designed for your specific practice or business. 3. **Execution** — Ongoing content, visibility, and lead generation. --- ## Target Clients ### Interior Designers - Luxury residential interior design studios - High-end designers working on super-prime property - Hospitality and commercial interior designers - Architectural practices with interior design services - Designers working internationally (UK, USA, Europe, Middle East) ### Trade Suppliers - High-end furniture manufacturers - Fabric and textile suppliers - Lighting design companies - Art and accessory brands - Kitchen and bathroom suppliers - Flooring and surface material brands - Hardware and ironmongery suppliers --- ## Blog Articles Pierrus Agency publishes in-depth marketing insights for the design industry. All articles available at https://pierrusagency.com/blog ### 10 Questions to Ask AI Before You Send Your Proposal URL: https://pierrusagency.com/blog/10-questions-ask-ai-before-sending-proposal Category: Business Development Audience: Interior Designers Published: April 2026 Read time: 8 min Your proposal is written. Before you send it, paste it into ChatGPT and ask these ten questions. Covers how AI can review proposals as a second pair of eyes, what interior design proposals must include, how to write a winning proposal, and using ChatGPT to surface blind spots before submission. --- ### AI Is a New Tool, Not a New Standard — and the Difference Matters in Design URL: https://pierrusagency.com/blog/ai-new-tool-not-new-standard Category: Brand Strategy Audience: Trade Suppliers Published: March 2026 Read time: 6 min Prada's AI campaign reignited the debate. For design trade suppliers, the stakes are more specific. Covers when AI helps vs. when it undermines credibility, why product photography remains non-negotiable for specifiers, and how brands with strong creative direction should deploy AI. --- ### What Happened When We Put Artists of Fine British Craft in Front of Collectors URL: https://pierrusagency.com/blog/artists-fine-british-craft-collectors Category: Brand Strategy / Events Audience: Trade Suppliers Published: March 2026 Read time: 4 min A Pierrus Agency event at Hiscox on Bishopsgate brought Eleanor Lakelin, Zoë Wilson, and Full Grown (Alice and Gavin Munro) in front of 45 collectors, designers, and architects. Covers what fine British craft is, how curated events outperform trade shows for craft brands, and how to reach interior design collectors. --- ### How to Build a Stronger Professional Network as an Interior Designer URL: https://pierrusagency.com/blog/professional-network-interior-designers Category: Professional Development Audience: Interior Designers Published: March 2026 Read time: 5 min Practical networking strategies for interior designers. Covers building relationships with architects, developers, and property agents; using trade associations effectively; the difference between networking for referrals and networking for visibility. --- ### Is ChatGPT Sending Customers to Your Trade Brand? URL: https://pierrusagency.com/blog/chatgpt-sending-customers-trade-brand Category: Brand Strategy / AI Audience: Trade Suppliers Published: March 2026 Read time: 5 min Private clients are using AI to identify products from interior images and finding trade brands with no strategy to receive them. Covers what's happening, what trade brands need to do, and how to structure digital presence for AI discoverability. --- ### Two Audiences, One Brand: Why Trade Suppliers Can No Longer Afford to Ignore the Private Client URL: https://pierrusagency.com/blog/two-audiences-one-brand-trade-suppliers Category: Brand Strategy Audience: Trade Suppliers Published: March 2026 Read time: 6 min The trade/retail divide is dissolving — and AI is accelerating it. Covers how trade suppliers can brand for both interior designers and private clients without losing credibility with either. --- ### The 3 Brand Decks Every Interior Design Studio Needs URL: https://pierrusagency.com/blog/3-brand-decks-interior-design-studio Category: Brand Strategy Audience: Interior Designers Published: March 2026 Read time: 7 min Most interior design studios have a logo but no documented brand strategy. Covers the three decks — positioning, narrative, and operating standards — that separate studios with real brands from those still improvising. --- ### Brand Elevation for Design Studios: What Fashion's Biggest Shift Can Teach You URL: https://pierrusagency.com/blog/brand-elevation-lessons-from-fashion Category: Brand Strategy Audience: Interior Designers Published: March 2026 Read time: 5 min Most design studios do premium work but their brand doesn't reflect it. Fashion just cracked the brand elevation problem. Covers the playbook for closing the gap between work quality and brand perception. --- ### What a Morning at Google Taught Me About AI, Interior Design and the Value of Your Creative Intelligence URL: https://pierrusagency.com/blog/ai-interior-design-creative-intelligence Category: Creative Intelligence Audience: Interior Designers Published: February 2026 Read time: 6 min A session at Google with architects and designers revealed what AI cannot replace — taste, references, and creative direction. Covers AI as a mirror of creative intelligence and what that means for interior designers. --- ### Marketing for Interior Designers: The Insider Guide URL: https://pierrusagency.com/blog/marketing-for-interior-designers Category: Interior Design Marketing Audience: Interior Designers Published: February 2026 Read time: 14 min Marketing advice built for interior designers, not borrowed from other industries. Covers what actually drives enquiries at the luxury level: referral systems, editorial PR, SEO, Instagram strategy, and why broad visibility can damage a premium practice. --- ### Brand Strategy for Interior Designers: Beyond the Visual Identity URL: https://pierrusagency.com/blog/brand-strategy-for-interior-designers Category: Brand Strategy Audience: Interior Designers, Trade Suppliers Published: February 2026 Read time: 12 min Interior design brand strategy that drives positioning, pricing, and the right client enquiries. Covers the difference between brand identity and brand strategy, and a framework for designers and suppliers. --- ### How to Get Luxury Interior Design Clients URL: https://pierrusagency.com/blog/how-to-get-luxury-interior-design-clients Category: Client Acquisition Audience: Interior Designers Published: February 2026 Read time: 13 min How to attract high-net-worth clients through referral networks, strategic positioning, and PR. Covers how luxury clients actually make decisions, which channels work, and the 12–24 month pipeline development timeline. --- ### How to Get Specified by Interior Designers: A Supplier's Guide URL: https://pierrusagency.com/blog/how-to-get-specified-by-interior-designers Category: Specification Marketing Audience: Trade Suppliers Published: February 2026 Read time: 10 min How trade suppliers get products written into projects. Covers the specification chain, what designers need before specifying, sampling best practice, trade show strategy, and digital presence for specification. --- ### SEO for Interior Designers: What Actually Drives Enquiries URL: https://pierrusagency.com/blog/seo-for-interior-designers Category: Digital Marketing Audience: Interior Designers Published: February 2026 Read time: 10 min SEO strategy built for interior designers. Covers the keywords that drive enquiries (not just traffic), how to structure project pages, why local SEO matters even for international practices, and the case for investing in one substantial article per month. --- ### Trade Supplier Marketing: The Interior Design Playbook URL: https://pierrusagency.com/blog/trade-supplier-marketing-interior-design Category: Trade Marketing Audience: Trade Suppliers Published: February 2026 Read time: 12 min The specification-first marketing strategy for trade suppliers. Covers why most supplier marketing fails, how the specification process works, channels that actually drive specification, and the full playbook from positioning to relationship management. --- ### Why Two Designers With the Same Skills Charge Wildly Different Fees URL: https://pierrusagency.com/blog/pricing-interior-design-fees Category: Brand Strategy Audience: Interior Designers, Trade Suppliers Published: February 2026 Read time: 12 min Why the difference between £125 and £250 per hour isn't talent. What luxury brand strategy teaches interior designers about pricing power, premium positioning, and the psychology of perceived value. --- ### Trade Pricing Is Channel Design, Not a Discount URL: https://pierrusagency.com/blog/trade-pricing-channel-design Category: Trade Marketing Audience: Trade Suppliers Published: February 2026 Read time: 8 min Most trade suppliers treat trade pricing like a simple discount. It isn't — it's channel architecture. Covers the structure that makes suppliers easy to specify and the pricing mistakes that create friction. --- ### Stop Selling to Designers. Start Arming Them. URL: https://pierrusagency.com/blog/stop-selling-to-designers Category: Trade Marketing Audience: Trade Suppliers Published: February 2026 Read time: 10 min Designers are your sales team, not your end customer. Covers the three-layer specification chain, channel enablement, workflow integration, emotional armour for client meetings, and the structural error of building brand without channel structure. --- ### Beyond the Showroom: Marketing for Trade Suppliers in a Digital-First World URL: https://pierrusagency.com/blog/beyond-the-showroom Category: Trade Marketing Audience: Trade Suppliers Published: February 2026 Read time: 14 min By the time a specifier contacts you, they're already 70% through their decision-making process. Covers strategic positioning, SEO for trade visibility, content marketing, email and LinkedIn strategy, and integrating digital and physical marketing. --- ### The Brand Clarity Consultant: A Strategic Lever for Luxury Growth URL: https://pierrusagency.com/blog/brand-clarity-consultant Category: Brand Strategy Audience: Interior Designers, Trade Suppliers Published: February 2026 Read time: 12 min The strategic foundation that turns exceptional work into sustained demand. Covers what a brand clarity engagement looks like, why it's not a rebrand, and the difference it makes to pricing power and client calibre. --- ### The Trade Advantage Most UK Design Suppliers Are Missing URL: https://pierrusagency.com/blog/trade-advantage-uk-suppliers Category: Trade Marketing Audience: Trade Suppliers Published: February 2026 Read time: 7 min UK design suppliers face just 10% US tariffs on qualifying furniture vs 25% for most other origins. A positioning opportunity most British makers are completely missing in the US market. --- ### When the Work Isn't There (And You Can't Bring Yourself to Ask for It) URL: https://pierrusagency.com/blog/when-work-isnt-there Category: Business Development Audience: Interior Designers, Trade Suppliers Published: February 2026 Read time: 11 min The psychology behind business development discomfort, why "good work speaks for itself" doesn't fill your pipeline, and practical actions to build consistent lead flow in three months. --- ### Interior Design PR: How to Get Featured in Design Publications URL: https://pierrusagency.com/blog/interior-design-pr Category: PR and Media Audience: Interior Designers, Trade Suppliers Published: February 2026 Read time: 12 min How design press works, what editors want, how to pitch effectively, and when to hire a PR agency. Covers Elle Decoration, House & Garden, World of Interiors, Dezeen, photography requirements, and editorial lead times. --- ### What is Specification Selling? A Guide for Design Trade Suppliers URL: https://pierrusagency.com/blog/specification-selling Category: Trade Marketing Audience: Trade Suppliers Published: February 2026 Read time: 9 min What specification selling is, how it differs from traditional sales, the interior design specification process, who influences decisions, and how to get products specified through being a resource, sampling, face-to-face relationships, and digital presence. --- ### Marketing to Architects: How to Get Your Products Specified URL: https://pierrusagency.com/blog/marketing-to-architects Category: Trade Marketing Audience: Trade Suppliers Published: February 2026 Read time: 8 min Architects are the second most marketed-to profession after doctors. Covers what breaks through the noise: CPD seminars, sample libraries, digital presence for specification, and building relationships that lead to project inclusion. --- ### Trade Show Marketing for Design Suppliers URL: https://pierrusagency.com/blog/trade-show-marketing Category: Trade Marketing Audience: Trade Suppliers Published: February 2026 Read time: 10 min 15 years of experience at Decorex, Focus, Maison et Objet, and London Design Week. Covers choosing the right show, pre-show outreach, stand design, follow-up strategy, and measuring trade show ROI. --- ## Key Topics Covered - Marketing for interior designers (UK and international) - Trade supplier marketing and specification selling - Getting specified by interior designers and architects - Design industry PR and press relations - Trade show marketing (Decorex, Focus, Maison et Objet, Clerkenwell Design Week) - Marketing to architects and specifiers - Luxury brand positioning in the design industry - Brand strategy for interior design studios - SEO for interior designers - AI and design — what changes, what doesn't - Content strategy for design businesses - Social media for interior designers (Instagram, LinkedIn) - B2B marketing for the design trade - Specification readiness assessment (Brand Score) - Designer relationship building and nurturing --- ## Notable Credentials and References - Decorex International — panel host - Focus / London Design Festival — panel host - Maison et Objet, Paris — panel host - Collect Art Fair — VIP tours lead - Crafts Council — selection committee member - London Design Festival — exhibitor and event organiser - London Craft Week — events - Design Centre Chelsea Harbour — supplier network - Financial Times — press relationship and contributor - The Telegraph — press relationship - Daily Mail — press relationship - Country & Townhouse — press relationship - Elle Decoration — press relationship --- ## Results - 40% average increase in qualified enquiries - 15+ years experience in luxury design marketing - 50+ interior design practices and trade suppliers served - UK, USA, Europe, Middle East --- ## Get Started **Book a Free Strategy Call** — 30-minute conversation, no obligation. https://calendly.com/pierrusagency/meeting **Take the Brand Score** — Free 5-minute assessment for trade suppliers. https://pierrusagency.com/brand-score Contact: info@pierrusagency.com Website: https://pierrusagency.com