Karen Karapetian, a renowned architect and interior designer, is making a significant impact in the global interior design industry thanks to his unique holistic approach to the projects he leads.
His distinct professional vision and creativity did not emerge overnight. Over a decade ago, he made the pivotal decision to leave his job and start his first business in Yekaterinburg, Russia.
Originally a local interior design bureau and furniture manufacturer, his venture has since expanded globally, setting new standards for quality and innovation in the industry. Check out his interview on Business Insider Africa.
This week, we had the privilege of hosting Mr. Karapetian in our pressroom for an engaging discussion, which we are excited to share with our audience.
Mr. Karapetian, now that you’ve become a standard setter and a benchmark for many in the industry, we’re curious about how it all began. Could you share a story about your initial inspiration or role model when you were starting out?
I believe it’s not original to say that my parents were my initial inspiration. Both my mom and dad were renowned Soviet architects who designed and constructed serial buildings in the USSR, but they always dreamed of creating genuine, authentic architecture. Despite the strict national standards, they managed to infuse a personal touch into their projects while adhering to industry rules and standards. It taught me that genuine professionalism knows no boundaries.
From early childhood, I was immersed in an atmosphere of creativity, aesthetics, and a relentless pursuit of architectural excellence. I had no choice but to follow my parents’ professional path! (laughing)
As a child, I was fascinated by the history of architecture, various architectural styles, and design concepts. At age 7, I created my first architectural scale model. When it was time to choose my profession, I was confident it would be architecture.
During my studies at the Ural State Academy of Architecture and Arts, my career path became clearer. Back then, it was common for architecture students to freelance on budget interior design projects. I was captivated by transforming uniform gray concrete apartments into cozy, personalized spaces and intrigued by the challenges designers faced, such as planning restrictions and budget constraints. This is when I realized that interior design was where I could fully unleash my potential and creativity.
Did you already know then that you would start your own interior design firm?
After earning my degree, I was hired by a local furniture producer and quickly advanced to Chief Designer. I emphasized furnishings, believing they complete the interior design. Despite being young and relatively inexperienced, I had a clear vision for ideal business processes. I was disappointed with how the company was run, with many client complaints and low satisfaction rates. I felt I could do much better. After nearly three years there, I decided to start my own business.
We’re intrigued to hear more about your initial business endeavor. How did your journey to success begin?
In 2012, I launched my own business, initially focused solely on furniture manufacturing. My primary goal was to ensure efficient processes while providing a smooth and pleasant client experience. This approach led to success, allowing us to gain industry popularity and win multiple tenders, including for the Yeltsin Center and the Innovative Cultural Center in Pervouralsk.
Motivated by this success, I steered my company towards vertical integration in 2017, offering interior design services alongside custom-made furniture production. The synergy from merging these lines was tremendous, expanding our operations exponentially. Our unique market offering—a combination of service and product from the same vendor—provided customers with a seamless, stress-free experience and budget savings by eliminating intermediaries.
That’s a fantastic business model! It combines high business margins with customer satisfaction, doesn’t it?
We prioritize customer satisfaction and aim to create unique value for them. Sustainable business models focus on the customer, not money.
Mr. Karapetian, your global trade name is ‘Alexander Tischler.’ Whose name is it?
In 2012, the hardest part of setting up my business was coming up with a bright, memorable name that would sound natural both in Russia and abroad. I wanted a name that conveyed our values and approaches, preferring to be a thought leader behind the scenes. The name “Alexander Tischler” came from my favorite teacher and mentor, who greatly influenced my professional vision. The first name “Alexander” is internationally recognized, and the last name “Tischler,” which means “woodworker” in German, is relevant to our initial business line.
Let’s discuss your international expansion. How did you turn your dream into reality?
I realized that even well-organized and professionally managed brands need promotion. Achieving social media popularity is essential for reaching a broader audience. In 2019, I started a YouTube channel featuring unconventional yet practical interior design ideas with a touch of humor. This approach proved successful, growing our subscriber base to over 172,000. We also actively develop our Instagram account, which has over 158,000 followers.
These platforms have helped us find new clients, some requesting designs similar to those we’ve posted. Our first overseas clients found us through Instagram, primarily Russian-speaking expatriates in Europe and North America. Modern technologies and word of mouth have significantly expanded our international client base beyond Russian speakers.
Your remote business model worked well with international customers. Why establish a physical location in the United States instead of Europe?
The U.S. market offers great promise for interior design, being vast, diverse, and highly competitive. I love overcoming challenges, and I believe Alexander Tischler can secure a unique market niche. We offer high-standard, yet affordable design services in the medium-price segment.
The U.S. market is dominated by upmarket players serving fewer clients with higher margins, leading to excessive competition for premium clients and leaving medium-segment customers underserved. While there are many interior designers in the medium segment, customers often end up frustrated by the quality of work—a Promise vs. Delivery mismatch. At Alexander Tischler, we know how to address this problem.
That’s intriguing! Could you share more details about your approach?
Our main strategy is to fill the market gap by offering authentic and unique design ideas at affordable prices. Unlike competitors, we employ a comprehensive and transparent strategy with three key components:
I’m known for the “Fixed Estimate” concept in interior design. Clients are always fully aware of the total project cost upon accepting the design sketch, ensuring no hidden fees or cost increases during realization. This approach mitigates price fluctuation concerns, a sensitive point for customers.
This is a fabulous business approach! Customers likely see your company as a pillar of stability and predictability in volatile times.
Yes, they value our unique offering and the transparency it brings.
To conclude our discussion, could you share how your company addresses global warming and carbon emissions?
Interior designers can significantly impact climate change. At Alexander Tischler, we advocate for sustainable, or environmental, design that integrates environmental advocacy into building infrastructure. Our ‘Green Design’ concept creates functional, aesthetically pleasing, and environmentally friendly spaces by selecting sustainable materials and maximizing natural sunlight, reducing electricity consumption. This emphasis on environmental friendliness is ethical and attracts environmentally conscious customers who care about their carbon footprint.
Mr. Karapetian, thank you for sharing your amazing ideas and insights. We truly appreciate it!
Thank you for having me! It’s been a pleasure to participate in this discussion.