Deacon Spotlight: Johanna Beach Lyle

Johanna Beach Lyle (2015, BA in Theatre, Minor in Entrepreneurship)

Interior Designer and Owner at Jo Lyle & Co. in Raleigh, NC

Tell us about your current job role and employer. What are you currently working on?

Since the start of 2023, I have been running my own interior design business, Jo Lyle & Co. I work on residential projects, with a sweet spot for historic home renovations. Currently, I have full-service clients in Raleigh, Chicago, and Boston and virtual clients nationwide.

What key personal and/or career experiences led you to where you are today?

During the pandemic, I was working at a video production company as an editor and producer. Our work involved domestic and international travel, and when that came to a halt, I had a lot of extra creative energy to put towards a side project.

I started doing DIY projects on my apartment and sharing them on Instagram. I was able to grow a small audience. I started to wonder if I could do design work for other people. Everyone was trapped inside and I knew there were likely those out there who needed help to make their homes more comfortable and conducive for the new demands we were making of our spaces during that intense time. I decided to offer some “Design Makeovers” and asked for people to nominate friends or family that really needed some help with their home. I was ultimately able to totally transform two homes for people experiencing some heavy challenges.

Those projects brought me so much joy and I felt a tug to explore design, a totally new career to me. A few months later, I was hired as a design assistant at a growing design firm in Chicago and had to totally start over from the bottom in a new industry.

What is the most challenging aspect of your job? How do you navigate that challenge?

I’m currently operating as a one-woman-show (aside from an essential bookkeeper and accountant!) and that has its freedoms and challenges. When you run your own business, you have to wear a lot of hats. I know that someday, my business will benefit from other talents and expertise on my team.

For now, I’m making do with my own strengths and limitations, which means there are parts of the design process that require more effort for me. I love the early ideation and design work, but the project management to see it to completion requires more effort for me to get right and stay on top of all the details. I try to plan out my days, so I have some fun design work in the mix when I’m in a heavy project management season. I learned some great processes from the design firm I worked at previously that have also helped me stay organized.

What advice would you give to Wake Forest graduates about developing their personal life habits after college (finances, health, values, work/life balance)?

I went through a program with a coach a few years back and she asked me to picture my life in ten years. Where am I? What do I hear? What do I see? What do I smell? Who is with me? When you can jump forward in time, say 10 years, and get really specific about where you want to be, it is much easier to set shorter term goals. If you want to be in THAT spot in 10 years, where do you need to be in 5 years? Two years? Next year? I think the important part about this exercise is that it’s a holistic picture. It’s not just about your career goals, but what do you want your life to look like? This tool was very helpful for me and I still think about that vision and the goals I set to get there. Of course they can evolve over time, but it can be a great exercise when you’re feeling stuck about your next step.

We know that relationships are important for any kind of development. How do you build and maintain your network?

My new client leads come from two places: Instagram and referrals.

With referrals in mind, I try to do my best on every project, even if it’s small. You never know what it might lead to in the future. I try to continue the relationship with my clients through Instagram, email communication, and annual client gifts and outreach.

On Instagram, it’s important for me to show my face! The more my audience feels like they know me, the easier it is for me to sell to them. When people reach out who have been following me for awhile, I find it is usually very easy to win the work.

Tell us about your mentoring relationships. What impact have these relationships had on your career and life?

I have had at least two mentors/coaches that really helped me see clearly in crossroads moments. One encouraged me to take the leap into the design industry and apply for the job as the design assistant, even though I felt way too old to have that job. I’m so glad I had that voice in my life at the time and listened to her!

What advice would you give to current Wake Forest students and/or young alumni who are interested in working in your industry?

Don’t be afraid to take a left turn. I danced around a lot of creative careers in my twenties until I found the right lane. I had to start over at the bottom at 28 and it was very humbling. I was the girl getting the coffees again. I was the newbie and it was hard, but ultimately, it was a short amount of painful transition time that has led to a very fulfilling career.

I’m also doing a job that…well…probably didn’t require a four year degree. I don’t have any regrets! I learned many valuable skills at Wake that inform my work today. I could have let the expectations of others or my idea of what my future was supposed to be get in the way of pursuing this path that has been very fulfilling and successful for me.

What’s next for your career? What future goals or plans are you pursuing?

My husband and I are mid-move to Raleigh after a few years in Boston for his grad school, so I am eager to build my business in our new home! In the next few years, I hope to grow a small team.

Story published in April 2025. For current updates about Johanna, visit her LinkedIn profile or Instagram account.