How to Charge What You’re Worth (Without Scaring Clients Away)

Let’s be honest, pricing your services as an interior designer can be an absolute minefield. You want to charge what you’re truly worth, but in the back of your mind there’s always that little voice whispering, “What if they say no? What if it’s too much? What if I never get another enquiry again?”

Sound familiar?

You’re not alone. In fact, I’d go so far as to say it’s the most common challenge I see among designers. Even the most talented, creative people are second-guessing their prices and sabotaging their success… usually without even realising it.

So let’s talk about how to stop undercharging, start pricing with purpose, and finally step into the role of business owner rather than nervous freelancer hoping for approval.

The Hidden Mindset That Keeps Designers Undercharging

Here’s the thing: most designers aren’t undercharging because they’re clueless. They’re undercharging because their entire approach to pricing is rooted in the wrong mindset.

Let me break down a few of the most common pricing pitfalls I see, perhaps you’ll recognise yourself in one (or more!) of them.

1. You’re Using Your Wallet as a Benchmark

This one’s huge.

If you didn’t grow up in a household where spending several thousand pounds on furniture, art, or styling was normal, then seeing a £5,000 or £10,000 design fee can feel absurd. Your instinct is to lower your prices to something that feels reasonable… because that’s what you could afford.

But, and I say this with love, you are not your ideal client.

People who hire interior designers often have very different financial priorities and very different levels of disposable income. They’re not necessarily wealthy in the traditional sense, but they value beauty, comfort, and transformation enough to invest in it.

2. You’re Falling into the “Excitement Trap”

When someone shows interest in your work, it’s exciting! Especially in those early days when enquiries are rare, it’s easy to think, “This is my chance! I need to grab it!” And before you know it, you’ve slashed your price, added extras, and bent over backwards just to land the job.

I get it. I really do.

But let me be clear: charging properly for your work isn’t rude, arrogant, or ungrateful. It’s professional. It’s respectful. And it’s absolutely necessary if you want to build a business that doesn’t burn you out.

3. You’re Using Low Prices as a Safety Net

Here’s another sneaky one: you charge less because you’re afraid of the project going wrong. If something doesn’t go to plan, or the client isn’t happy, you tell yourself it’s “not as bad” because you didn’t charge very much anyway.

But guess what? That low fee won’t stop them from being annoyed. It won’t save your reputation. And it certainly won’t pay your bills while you’re fixing the fallout.

The Real Problem With Low Pricing

Aside from draining your energy and stalling your income, undercharging creates a far bigger issue… it attracts the wrong clients.

Low-budget clients tend to treat you like a hired hand, not a professional. They second-guess your decisions, expect freebies, delay payments, and often demand the world on a shoestring.

And let’s be honest… those aren’t the projects you dreamed about when you started this journey, are they?

Now compare that to working with clients who are willing to invest. They value your expertise. They understand your process. They’re more trusting, more decisive, and more appreciative of what you bring to the table.

And guess what? They exist. But you’ll never find them if you’re stuck pricing for the bargain hunters.

Interior Design Is a Luxury Service

I know some people squirm when I say that, but it’s true.

Interior design is not a necessity in the same way a boiler repair is. It’s not something people need in an emergency. It’s something people choose because they want their home to be beautiful, functional, and full of meaning.

And that’s OK. In fact, that’s great.

It means you get to be part of something aspirational. Something joyful. Something deeply personal.

But it also means you need to embrace the fact that you’re providing a luxury service, and luxury services come with luxury pricing.

The Strategic Way to Set Your Prices

Now that we’ve untangled some of the mindset knots, let’s talk about how to actually price your services properly. No finger-in-the-air guessing. No copying competitors’ rates. Just a smart, structured approach that sets you up for long-term success.

Step 1: Get Clear on Your Deliverables

You can’t price what you can’t define.

So start by mapping out exactly what you’re offering for each package or project type. That might include:

- Initial consultation

- Floor plans or layout revisions

- Mood boards or design concepts

- Sourcing and procurement

- Site visits

- Project management

- Styling and installation

Write it all down. Even the things you consider “small”. When you understand your own process, it becomes far easier to communicate your value, and justify your fee.

Step 2: Calculate Your Costs (Properly)

This is where we swap emotion for maths.

You need to calculate:

1. Your personal living costs – mortgage or rent, utilities, food, travel, childcare, etc.

2. Business expenses – software, insurance, marketing, subscriptions, equipment.

3. Desired profit – yes, profit. You’re not just here to break even.

4. Tax – because HMRC always gets a slice.

Then look at how many hours you can realistically work and bill for.

Let’s say you want to earn £50,000 a year (after tax), and you estimate 1,000 billable hours per year after accounting for admin, holidays, and sick days. That means your minimum hourly rate needs to be £50.

If you want to earn £80,000 and only work 20 hours per week, your rate needs to be higher. And that’s not greedy - that’s just maths.

Step 3: Create Packages Around Value, Not Time

Once you know your hourly rate, you can start building packages based on the value and outcome you provide, not just the number of hours something takes.

For example, a £3,000 design package that transforms a family’s home and improves their everyday life isn’t “expensive”... it’s priceless. And if you’ve done the groundwork to explain what’s included, most clients will see that too.

How to Present Your Prices (Without the Awkwardness)

So, you’ve done the maths, defined your offer, and landed an enquiry.

Now comes the bit that makes most designers want to melt into the floor: actually saying the price out loud.

Here’s how to make it easier:

- Lead with clarity and confidence.
“Based on the scope of work we’ve discussed, the investment for this project is £X.”

- Break down what’s included.
“This covers the design concept, sourcing, and one round of revisions, along with full project management up to the installation phase.”

- Avoid apologies or waffling.
Don’t say, “Let me know if that’s OK” or “I can be flexible if needed.” Say it, then pause. Let them absorb the information.

Remember: your pricing isn’t up for negotiation unless you decide it is. And confidence comes from preparation. When your price is rooted in logic, it becomes a statement, not a question.

What To Do Next

Now, let’s turn this knowledge into action. Because reading a blog post won’t change your business unless you do something with it.

✅ 1. Do a Pricing Audit

Look at your current prices and ask:
“Are these based on what I need to earn… or what I think people will pay?”
If it’s the latter, it’s time for a rethink.

✅ 2. Work Out Your Numbers

Get clear on your costs, desired income, and realistic billable hours. Use this to calculate your minimum viable hourly rate, and don’t be afraid of the number that comes up.

✅ 3. Practise Saying Your Prices Out Loud

Seriously. Say them in the mirror. Say them to your dog. Say them to your best friend. Do it until you can speak your rates clearly and confidently, with no trace of apology.

✅ 4. Remind Yourself: Not Everyone Is Your Client

The clients who say, “That’s too expensive” aren’t your people. You’re not here to convince them. You’re here to attract clients who see your value and are excited to pay for it.

Bonus: Get My Free Pricing Mini Course

Still feeling nervous about pricing confidently?

Don’t worry! I’ve got you. I’ve created a free pricing mini course that walks you through all of this step by step, with real-life examples, templates, and guidance.

Pricing is not about picking a number that won’t scare anyone away. It’s about choosing a price that reflects your value, covers your costs, and supports the business, and life, you want to build.

Once you make that shift, everything changes.

You stop chasing low-budget clients who drain your energy, and start working with people who appreciate your expertise. You feel more respected, more in control, and far more inspired by the work you do every day.

And that? That’s worth every penny.

You’ve got this.

Kate x