Design Changemakers 2022: The Expert Is Making Top Designers Accessible to Interior Design Enthusiasts

Who: Jake Arnold and Leo Seigal, founders of The Expert
Where to follow them: Instagram at @theexpert

The first wave of the pandemic led countless creatives to pivot their business and adapt to lockdown life. But two friends, Los Angeles designer Jake Arnold and serial entrepreneur Leo Seigal, turned their COVID-19 pod and a pandemic whim into a thriving new venture. 

First conceived in April 2020 and launched in February 2021, The Expert is a digital interior design platform that connects top-tier designers with homeowners for 55-minute design consultations via Zoom. Unlike other e-design businesses that preceded them, The Expert doesn’t peddle quick-fix room prescriptions; rather, they give design enthusiasts direct access to top-tier designers to ask whatever they want, for anywhere between $400 to $2,500. “The Expert is a solution for those who might not have the scope, budget, or location to hire a designer they really love,” says Seigal. For the designers, the appeal lies in the ability to earn a commission for their advice without all the usual logistics of traditional design.

A year post-launch, The Expert offers services with 130 global design talents, including design world stars like Leanne Ford, Mark D. Sikes, and Studio Ashby. Plus, customers are using The Expert in ways Arnold and Seigal had not initially imagined, with some booking multiple sessions for larger projects and up-and-coming designers booking their idols for career mentoring sessions. Arnold and Seigal have also been quick to accommodate customers’ requests, launching what they call a “concierge service” to help their customers order and secure the designers’ recommendations post-consultation. 

We connected with Arnold and Seigal to hear about their launch experience and how they see design changing in the not-so-distant future.

Apartment Therapy: Tell me how, when, and why you started The Expert? 

Jake Arnold: COVID hit the US, construction shut down, and I, not wanting to be alone, moved in with Leo, my closest friend for many years, and his partner. Having that time together allowed us to experiment with some creative design videos on Instagram. The response in the DMs was that my followers wanted more, including a handful requesting a session over Skype, FaceTime, or Zoom.

Leo Seigal: I couldn’t believe the amount of DMs Jake was getting — not just from followers based in Los Angeles, but people across the country, and in Europe. We had nothing but time, so I convinced him to try doing a couple of video sessions in exchange for a fee, and while Jake was skeptical, they ended up being quite successful, and the clients were really appreciative. It immediately felt like this could be a viable business.

AT: What do you like about working collaboratively?

JA: We are truly best friends. It’s incredible to work with someone who knows you that well. What’s most helpful is we’re very clear in our roles. I have the design and creative background and longstanding relationships with so many of the designers who are actively working on the platform. Leo has concepted, launched, and sold many successful tech businesses. His expertise is the complete opposite of mine, and that is why we work so well together.

LS: Jake’s relationships in the industry are paramount to our success. I’ve loved watching him achieve so much in the last few years and truly never thought we’d have the opportunity to work on something together. We certainly have our moments (mostly around scheduling!), but it’s been an incredibly rewarding new phase of our relationship.

AT: What do you remember as being design inspirations growing up? What is your inspiration now?

JA: I grew up in London, and my mum was and is still involved in the design industry. I was always surrounded by great design and all things interiors. I love the heritage and tradition steeped in British design.

Today, I am endlessly inspired by the modern California lifestyle. We’re always evolving our style and to the changing needs of clients, but we’ve really worked hard to create spaces that are really aspirational, yet livable, mindful, and comfortable.

AT: How is your work as a designer for The Expert different from your usual client work?

JA: It’s very different, and I find it really rewarding to be able to do both on a regular basis. Of course, there are some repeat sessions on The Expert, but for the most part it is clients looking to revamp a few rooms of their home, tie up loose ends, or get specific furnishing recommendations, and we have a very productive 55 minutes together. I know myself, and a lot of our designers are also being booked by up-and-comers looking for career advice, which has been a really cool aside. For our regular studio clients, they are full scope, usually very large projects that can take up to two years to complete. It’s a full studio, hands-on approach to every last finish.

AT: Who do you look up to in the design world?

JA: I have really loved discovering and connecting with designers on The Expert, outside of my typical network. Designers who have completely different aesthetics than mine, people just totally killing it on the platform. One of my closest friends in the industry (and an amazing Expert and angel investor in the platform) is Brigette Romanek, and she always inspires me.

AT: What do you think you’re doing to change up the field you’re in?

JA: This industry has been incredibly traditional for as long as I can remember — rigidly so. 2020 forced us all to really think about creative alternatives for getting the job done and reaching new audiences.

LS: The response to participating on the platform from designers is all the proof we need that change was necessary. Sessions are supplementing full-scope work, and some are very happy to move strictly into that territory. Clients are booking multiple sessions at a time to achieve their goals. It’s a win-win for everyone.

AT: Is there a project The Expert tackled last year that you think is particularly indicative of what you’re trying to do?

JS: One of my very first sessions was with a woman who was gut renovating a classic row house in Washington D.C. with her father and husband. Her sister gifted her with the session, and we spent the 55 minutes selecting furnishings that would complete their labor of love. She sent images of the space after completion, and we were completely blown away by the transformation. The home has been featured in the press, and the project even inspired her to start a real estate development and investment company!

AT: What two or three words would you use to describe where you see the design world going in 2022? 

JA: Layered, mindful,  and personal

LS: Online and direct-to-consumer

AT: What would you say sets you apart from your competitors?

JA: The curation: Our roster of designers is diverse and are really passionate about the platform.

LS: We’ve really taken a quality over quantity approach. We don’t want to overwhelm people browsing the site with too many names and choices. We’ve really taken the last year to make sure we’re curating an amazing roster of varying aesthetics, price points, and location. We also have implemented our concierge service, which allows users to utilize our in-house team to order and secure the designers’ recommendations post session, which has been very successful thus far.

AT: Any big plans for 2022 or beyond you can share with us?

LS: We’ve been building up our team in order to tackle sourcing and e-commerce in a much larger way for a wider audience. The success of the concierge service has served as a great testing ground, and you’ll be seeing that come to fruition later this year.

Interview has been edited and condensed.