Judy Gottlieb

Why this persona fits the audience

She creates portfolio images and client-facing before/after visuals for small home-staging projects, often mixing her own room photos with reference images and a spreadsheet of final selections. Most of the work is done solo, with occasional help from a photographer for larger shoots.

• Age: 48
• Location: Edinburgh, UK
• Occupation: Interior stylist
• Income: £46k freelance
• Education: Diploma in interior design
• Company size: Sole proprietor
• Years in role: 12

“It's all about creating that immediate, inviting feeling – making a space speak to someone before they even step inside.”

Judy Gottlieb has been a fixture in Edinburgh's interior styling scene for over a decade, carving out a niche in home staging for private clients and small property developers. Her journey into styling began after a career shift from administrative work, spurred by a lifelong passion for creating beautiful, functional spaces. Armed with a diploma in interior design and an innate eye for detail, she established her freelance business, focusing initially on smaller residential projects. Her approach is deeply rooted in a belief that thoughtful styling can significantly impact a property's appeal and saleability. Judy is particularly drawn to the clean lines and natural materials of Scandinavian design, often incorporating them into her work, but she's also a keen explorer of local antique markets, seeking out unique pieces that add character and warmth. Her business model is built around her ability to manage projects end-to-end, from initial consultation and decluttering to final staging and visual documentation. She prides herself on her meticulous organisation, maintaining detailed spreadsheets of furniture, accessories, and client selections, which she uses to manage her inventory and client communications. Recently, Judy has been investing more time and effort into refining her portfolio, recognising the critical role high-quality visuals play in attracting new clients. She's been experimenting with different lighting techniques for her own photography and is considering investing in more advanced editing software to enhance her before-and-after shots. This focus on visual presentation is a strategic decision, driven by a desire to elevate her brand and secure more prestigious projects. She operates on a tight budget, carefully allocating her freelance income to essential business tools, props, and occasional professional photography services for larger jobs, always prioritising investments that offer a clear return or significantly improve her service offering. Her relationship with time is one of careful management; she understands that efficiency is key to profitability in her freelance role, but she never rushes the creative process, believing that quality and attention to detail are paramount.

Background & daily life

A day in their life

Judy's typical weekday begins around 7:30 AM with coffee and a quick scan of design inspiration on her phone. By 9 AM, she's usually at a client's property, assessing the space, decluttering, and beginning the staging process. This might involve rearranging furniture, bringing in her own curated accessories, and ensuring the lighting is perfect for potential photos. Lunch is often a simple, healthy meal eaten on-site or back at her flat. The afternoon is frequently dedicated to digital work: editing photos from a recent shoot, updating her portfolio website, or creating detailed mood boards and selection spreadsheets for upcoming clients. She aims to wrap up by 6 PM, often followed by a quiet evening reading or planning her next project.

Lifestyle

Judy lives a quiet, ordered life in her Edinburgh flat, which she's gradually updating with a mix of modern Scandinavian pieces and carefully chosen antique finds. Her days are structured around client projects, often starting with a strong coffee and reviewing her schedule. Weekends might involve a trip to an antique market in search of unique props or a quiet afternoon tending to her small balcony garden. She's mindful of her freelance income, budgeting carefully and prioritising investments that enhance her work or living space. Socially, she prefers intimate gatherings with a few close friends over large parties.

Work life

Judy's work is largely solitary, focused on transforming spaces for clients looking to sell or rent their properties. Her days are a blend of hands-on styling – arranging furniture, selecting accessories, and ensuring optimal lighting – and meticulous digital organisation. She spends significant time curating her portfolio, meticulously editing before-and-after shots, and compiling detailed selection spreadsheets for clients. The pressure is on to deliver visually stunning results that translate into tangible client success, often on tight deadlines. She occasionally collaborates with a local photographer for larger staging projects, valuing their technical expertise but preferring to maintain creative control.

Relationships

Judy is close with her sister, who lives in Glasgow, and they speak weekly. Her small circle of friends consists mainly of fellow creatives and small business owners in Edinburgh, offering mutual support and advice. She values their opinions on design and business challenges, often bouncing ideas off them. Her clients are her primary professional contacts, and she strives to build trusting, collaborative relationships with them.

How they decide

Judy is a methodical decision-maker. She gathers information, weighs pros and cons carefully, and often seeks out examples or case studies before committing. For work-related decisions, especially those involving visual output or client deliverables, she relies heavily on her own judgment and experience, cross-referencing with her extensive collection of design references. She’s not impulsive but will act decisively once she’s confident in her chosen path.

How they sound

Speaks with a clear, measured tone, often using precise language related to design and aesthetics. Her Scottish accent is present but not overly pronounced. She avoids overly casual slang, preferring a professional yet approachable register. When discussing her work, she's articulate and passionate, but also pragmatic about the challenges. She might use phrases like 'quite effective,' 'rather pleased with,' or 'a touch of...' to describe stylistic elements.