27. How Vicello Built a Thriving Joinery Studio Without a Plan

What this episode covers

This episode of Behind the Design features Leon and Victoria Pirrello, the couple behind Vicello. What began in their garage has grown into a thriving joinery and design studio with a team, factory spaces, and a reputation for delivering bespoke interiors across NSW. Their journey is one of courage, collaboration, and saying yes to projects that stretched them well beyond their comfort zone.They share how Vicello was built step by step - balancing marriage, parenting, and business - while carving out a niche in guiding clients through every stage of the joinery process. From technical precision to meaningful collaboration with architects and designers, their approach blends craftsmanship with connection, offering valuable lessons for anyone in design, construction, or business.Expect to learn:How Vicello went from garage projects to full-home fitoutsWhy early collaboration with joiners saves time, money, and mistakesThe creative and technical process behind high-end bespoke joineryHow to lead a family-run business with clear roles, values, and purposeThe importance of emotional intelligence in design and businessIf you're an interior designer, architect, builder, or business owner in the design space - this episode is a must.Follow Unfolded:https://www.unfolded.com.au/https://www.instagram.com/unfolded_00:00:00 – Behind the Design Intro00:01:52 – Meet the Guest00:02:00 – How the Business Began00:05:39 – Design Process Overview00:12:04 – Working with Architects00:13:53 – Family Business Dynamics00:16:34 – Compassionate Leadership00:18:05 – Favourite Projects & Growth00:20:08 – Drafting Team’s Role00:22:34 – Ideal Clients & Fit00:25:40 – Relationship-Driven Projects00:29:27 – Portfolio & Client Privacy00:33:54 – Shift to Construction & Joinery00:35:09 – Passion for Collaboration00:39:25 – Seamless Client Experience00:43:18 – Building a Business Together00:44:24 – Advice to Younger Creatives00:47:23 – Emotions in Entrepreneurship00:49:28 – Managing Creative Stress00:49:58 – Quick Fire Questions* bespoke joinery* high-end interiors* family business success* interior design business* designer-builder collaboration* Vicello * scaling creative businesses* behind the scenes interior design* building a business with your spouse* Australian design podcasts* female founders in construction* working with your partner business* custom cabinetry and joinery* emotional intelligence in business* early engagement trades* client experience design industry

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