27. How Vicello Built a Thriving Joinery Studio Without a Plan
Show notes
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 fitouts
- Why early collaboration with joiners saves time, money, and mistakes
- The creative and technical process behind high-end bespoke joinery
- How to lead a family-run business with clear roles, values, and purpose
- The importance of emotional intelligence in design and business
If you're an interior designer, architect, builder, or business owner in the design space - this episode is a must.
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00:00:00 – Behind the Design Intro
00:01:52 – Meet the Guest
00:02:00 – How the Business Began
00:05:39 – Design Process Overview
00:12:04 – Working with Architects
00:13:53 – Family Business Dynamics
00:16:34 – Compassionate Leadership
00:18:05 – Favourite Projects & Growth
00:20:08 – Drafting Team’s Role
00:22:34 – Ideal Clients & Fit
00:25:40 – Relationship-Driven Projects
00:29:27 – Portfolio & Client Privacy
00:33:54 – Shift to Construction & Joinery
00:35:09 – Passion for Collaboration
00:39:25 – Seamless Client Experience
00:43:18 – Building a Business Together
00:44:24 – Advice to Younger Creatives
00:47:23 – Emotions in Entrepreneurship
00:49:28 – Managing Creative Stress
00:49:58 – 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