Behind the Brand: She Designed Podcast Interview

The Episode is Live — Listen Now!

I’m so excited to share that I’ve featured on the She Designed podcast with Katrina Lumsden! We recorded a really honest, inspiring conversation that I can’t wait for you to hear. In the meantime, I wanted to give you a little behind-the-scenes of what we chatted about—because this one’s close to my heart.

I’m so excited to share that my episode on the She Designed podcast with Katrina Lumsden is officially live! We recorded a really honest, inspiring conversation that I can’t wait for you to hear.

For those who are new around here, I’m Ash—mum of two and founder of White Ink Creative, a luxury brand and website design studio. I work with interior designers and service-based business owners to help them position themselves as premium and attract their dream clients through refined, strategic branding and Showit websites.

I started White Ink Creative in 2019 while on maternity leave with my first baby. I’d spent a decade working in corporate and agency environments with big brands—but deep down, I was craving more. More purpose, more freedom, and more alignment with the kind of work that truly lights me up. What started as a side project quickly became something much bigger.

In the early days, I kept things simple. But about a year in, I had a huge mindset shift—I realised that if I wanted to attract high-end clients, I needed to treat myself like one. So I rebranded my own business, built a refined and elevated website, and positioned myself for the kind of work I truly wanted. That rebrand changed everything.

From there, I invested in a business coach, hired a professional copywriter, did a photoshoot and focused on building a brand that felt deeply aligned. I now run a 6-figure design business that gives me creative freedom, supports my family, and inspires me daily. And I’m passionate about helping other women do the same.

On the podcast, we talked about:

• How I transitioned from corporate to creative business owner
• The power of branding in the luxury space
• The biggest mistakes I see service-based businesses making
• Why Showit is my go-to platform for high-end websites
• Where to start if you’re feeling ready to rebrand
• And how I’ve designed a business (and life) that I truly love

We also spoke about something I see all the time—especially with interior designers and creatives. Many have a beautiful visual eye, and their websites look amazing, but without brand strategy behind it, they’re missing the connection piece. As a designer, I bring not just visuals, but the clarity, positioning, and storytelling that actually moves people to take action.

And of course, we touched on the behind-the-scenes of running a business as a mum, and the mindset work that’s helped me grow White Ink Creative into something I’m so proud of.

💬 One of my favourite parts of the chat? Talking about how your brand should be an extension of your work—polished, intentional, and elevated. Especially in the luxury space, your brand isn’t just what you look like. It’s what you stand for.

Katrina is such a generous and thoughtful interviewer, and I know her community is full of women building meaningful businesses with heart. It was such an honour to be invited on as a guest and speak to the incredible work she’s doing as both a podcast host and mentor.

If you’re curious about branding, rebranding, or stepping into the next level of your business, I’ve put together a few free (and super helpful) resources for you below.

Resources I Mentioned on the Podcast:
🔹 White Ink Creative Services
🔹 Free Rebrand Blueprint Masterclass
🔹 Free Branding Resources
🔹 7 Premium Canva Templates for $7!
🔹 Brand Clarity Roadmap – $17 with code ELEVATE10

If you’re a creative, interior designer, or service-based business ready to elevate your brand, this episode is for you. I loved recording it and can’t wait for you to listen!

Listen to the She Designed Podcast here

Ash x