Q&A with Afternoon Creative’s Elana Gaines

We are always on the hunt for new tools and resources to share with our community of interior designers. Recently, Kristen talked with Elana Gaines from Afternoon Creative about her business and the interesting networking opportunity she offers designers and creatives called Designers Clubhouse. We invited Elana onto the blog to discuss how interior designers can get involved.

Elana Gaines from Afternoon Creative

Can you briefly introduce yourself and tell us a bit about your business, Afternoon Creative?

Absolutely! I’m an award-winning brand strategist and web designer, and in 2021, I launched Afternoon Creative with the mission to help design and trade professionals shine as the experts they truly are. Through my signature process, I design and build entire brands and websites in just two days, creating an elevated online presence without the hassle of a traditional rebrand or website project.

On a personal note, I’m a textbook Virgo, passionate about interior design and historic homes, and a self-proclaimed puzzle enthusiast – whether it’s jigsaw, word, or number puzzles, I’m hooked!

What types of clients do you work with?

I work with interior designers, architects, custom home builders, and trade professionals who have established businesses and are ready to take their brands to the next level. By working with me, they are able to attract their dream clients and position themselves as the go-to experts in their industries.

Tell us about Designers Clubhouse. What is it, how do people participate?

I created the Designers Clubhouse to give back to the industry I love so much. It’s a growing community where home design professionals, trade experts, and businesses who support them can connect, collaborate, and learn. Each week offers something different – from networking and peer masterminds to expert-led workshops and live brand or website feedback sessions – all in one community, and all for free!

We meet every Tuesday at 12 PM ET on Zoom, and I’m actively building out additional resources and community forums to keep the conversations going between sessions.

About how many people participate each week?

Participation varies, which keeps things interesting! Some weeks, we have 10-15 attendees, creating a broad mix of connections, while smaller groups of 5 allow for deeper dives into focused topics. We’re still in the early stages, but as the community grows, I’m committed to fostering intimate, engaging spaces for meaningful conversations.

What was your inspiration for launching it? 

I’m a true believer of community over competition.

I’ve participated in online communities for brand and web designers, and I’ve experienced firsthand the power of sharing challenges, insights, and wins with like-minded people. It’s made me smarter and more efficient in my own business.

In speaking with my clients, it became clear that many were facing similar challenges, from marketing hurdles to client management struggles. I wanted to create a supportive space for collaboration and mentorship – a place where industry professionals can not only learn from each other but also tap into expert guidance, when needed.

Can you share a favorite Clubhouse success story?

There are so many great moments, but one that stands out is when a watercolor artist who works with interior designers joined the group to conduct market research. She asked for feedback on her content strategy and walked away with an incredible list of ideas for her social media, website, and email newsletter. Not only did she leave with actionable steps, but she also formed valuable connections within the group. It’s inspiring to see the power of collaboration in action!

Is this something vendors, such as print service providers, can participate in? If so, what keeps it from feeling too salesy? 

Absolutely, vendors are welcome! The Designers Clubhouse is about fostering connections and sharing resources, and vendors can provide valuable insights and support to designers. That said, this isn’t the place for hard sales pitches.

Each week, I structure the sessions around prompts that encourage introspection and sharing knowledge. By focusing on value and collaboration, vendors have the chance to build trust and organically connect with potential partners or clients. It’s all about creating meaningful relationships, not just transactions.

Is there anything else you’d like to share? 

If you’re reading this, I would love for you to join the Designers Clubhouse! Bring a friend (or two) and check it out. I can’t wait to see you there!

Thank you, Elana!

Thanks so much to Elana for taking the time to answer our questions about the Designers Clubhouse. One of our goals at Design Pool is to empower interior designers to embrace new technology and let your individuality shine in every project. Places to virtually hang out such as the Designers Clubhouse sound like a low-stress environment perfect for sharing information and resources.