Stunning Interior Design Without The Attitude


The stereotype of interior designers as snooty, pushy and exorbitantly expensive is the opposite of reality for one of today’s top design professionals, Ernie Roth, CEO of Roth Design Group, Ltd. in Los Angeles, California.

Mel Trudell, owner and president of Custom Comfort Mattress in Pasadena and Beverly Hills, California, said he was hesitant to hire an interior designer because he did not want to work with an egotistical, dictatorial and over-priced designer.

What Trudell loved were the elegant and sophisticated solutions Roth offered. He always “gave his opinions and why he felt they should be considered. Ernie was polite, to the point and not over-bearing.”

Roth showed how great design could impact the bottom line results for Custom Comfort Mattress while creating a unique shopping experience that wows Trudell’s guests and showcases the sleep-enhancing products that are value-priced.
Trudell said the design fees were an investment that was quickly recouped with higher profits for what some might consider a vanilla product.

Trudell says he has never gotten so many compliments on stores. People stay in stores, enjoy the experience and refer their friends frequently. Guests say “how comfortable the store is and they just want to stay all day.”

Roth visited all of the Custom Comfort Mattress stores prior to creating the interior and exterior design of the Beverly Hills store. He asked thorough questions to understand Trudell’s ideal clients, and created a 3-D visualization so Trudell could see exactly what he would get when the project was done.

Roth designed dramatic feature lighting and a vibrant glass tile wave wall that draws people from around LA just to see the store interior. He used his experience as a production designer for over 1,100 national and international commercials and three feature films to create a magical space.

Roth fell into interior design because one of the film producers asked him to design a wine bar which led to a string of restaurants and bar design projects.

Roth’s first commercial project, Bottlerock, was named best new wine bar in 2007 in LA Magazine. Another project, Fraiche, was named LA Magazine’s best new restaurant in 2008 and one of the Top 10 New Restaurants in America in 2008 by The New York Times.

Roth’s interest in architecture and design began in grade school. His uncle and cousin were architects and Roth graduated with an environmental design degree from California College of Arts.

Roth also won HGTV Designer’s Challenge twice. He was the first designer to create a virtual reality walk-through design solution on the show. After he appeared, he received 300 emails in 2 weeks from Hawaii to Cuba.

Roth’s first HGTV challenge was a beach project that launched his interior design business. Since then, he has designed beach homes from Malibu to Dana Point.

For more information about Ernie Roth: Before and After photos: Custom Comfort Mattress Store



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Gail DobyYou're not alone any more. If you're looking for advice, solutions, strategies and support to help you take your interior design business to the next level, Welcome Home! We're experienced interior designers, and we truly understand the challenges and pitfalls of your chosen profession. We're constantly researching, learning and simplifying the latest information from the overwhelming glut of noise on the Internet to save you time and money. You'll learn practical techniques from innovative marketing experts and consultants that will help you transform your business and your mindset so you can achieve your dreams. We're different than other Interior Design Colleges - we offer interior design classes specifically tailored to your interior design career goals and needs. Let us know how we can help and feel free to email us with any questions and suggestions you might have. |Interior Design Business Success Mentor | Social Media Consultant to the Architecture & Design CommunityView all posts by Gail Doby


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  2. Faith Sheridan
    Faith Sheridan01-26-2011

    Congrats to Ernie! What a fabulous testimonial to his design skills.

  3. Gail Doby
    Gail Doby01-26-2011

    Isn't that fun?

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