In the world of luxury interiors, success isn’t just built on beautiful renderings, polished presentations, or award-winning aesthetics. It’s built on patience. On listening. And most importantly, on the ability to stay engaged — without overstepping.
After reading Mazen Designs’ recent blog post about the power of soft persistence in sales, we felt compelled to revisit a topic that doesn’t get nearly enough attention. Founder Mazen Eshak offers insight into one of the most nuanced parts of our industry: how to navigate the space between interest and commitment — with grace.
As a studio that also works in luxury interiors, we’ve seen the same truth play out in our own client experiences. And it’s time more designers acknowledged that the follow-up matters just as much as the pitch.
The Art of Being Present Without Being Pushy
Soft persistence is about maintaining visibility and support without turning into noise. It’s about understanding that clients — especially those investing in high-end design — often need time. Not because they’re uncertain about you, but because design decisions carry emotional and financial weight.
Mazen outlines this well in his original post, reminding us that some of his most loyal clients didn’t say yes right away. They remembered how they were treated — how he showed up, even after an initial “no.”
This isn’t just a sales strategy. It’s human. And it’s powerful.
What Can Go Wrong in a Luxury Sale — and How Soft Persistence Helps
At His & His Design, we’ve encountered many of the same roadblocks Mazen describes:
Clients overwhelmed by choice
Conflicting input from architects or partners
Delays due to budget or project scope shifts
It’s tempting in these moments to pull back entirely or, conversely, to over-communicate out of fear the lead will go cold. But what designers like Mazen model so well is that the middle ground — staying gently available — builds more trust than either extreme.
We’ve adopted this same mindset in our studio: check in with intention, offer value in each follow-up, and keep the door open for future collaboration. It’s not fast, but it’s lasting.
Learning from Leaders Who Practice What They Preach
One thing we admire about Mazen Designs is that Mazen Eshak isn’t writing from theory — he’s writing from lived experience. His time at Roche Bobois, where he was the top global salesperson in 2023, and now as the founder of a boutique studio in New York City, gives him the perspective that can only come from hundreds of real interactions.
His post is less about tactics and more about mindset. And that’s what makes it valuable to emerging designers, independent consultants, and even seasoned creatives looking to refine how they build relationships.
We recommend reading his full piece here and checking out the portfolio of his studio’s work. You’ll see why his words carry weight — they’re grounded in intentional, layered, and client-driven design.
Why This Conversation Matters
Sales is still a sensitive subject in the design world. Many creatives bristle at the word entirely. But if we want to grow sustainable studios, we have to talk about it — openly, honestly, and in a way that aligns with our values.
Soft persistence allows us to sell without selling out. It keeps relationships intact, even when a project doesn’t go forward. And it reminds us that trust is built over time, not through a perfectly worded email or a discount offer.
At His & His Design, we’re grateful to be part of a design community where voices like Mazen’s bring clarity to the softer side of business — and where we’re reminded that how you treat people in the “in-between moments” often says more than anything you put on a presentation board.
Want to keep this conversation going?
How have you handled the delicate follow-up in your own design practice? Drop us a message or share your perspective — we’d love to hear from you and feature more voices in future posts.
How have you handled the delicate follow-up in your own design practice? Drop us a message or share your perspective — we’d love to hear from you and feature more voices in future posts.
— His & His Design
