Talk Shop: Cheryl Eisen // Interior Marketing Group
ABOUT CHERYL
Cheryl Eisen founded the Interior Marketing Group in 2005 somewhat by accident, and what a happy accident it became! After starting her career in NYC and struggling to find an elevated and affordable staging, and so she did it herself. IMG has redefined the luxury staging landscape through Cheryl’s stylish take on modern interiors that speaks to a luxury real estate buyer—many who purchase the property fully furnished. Beyond staging, Cheryl leads IMG conceptualizes the interiors of each project, and markets each listing to press and luxury brokerages through many different channels.
In early 2024, Cheryl is launching her new venture, Eisen Design House, her interior design firm. EDH will provide a new level of bespoke interior design along with running IMG. Cheryl shares her dos and don’ts of staging, the best advice she’s gotten, and more. Enjoy our latest #talkshop installment with Cheryl!
Describe your style in three words or less:
Warm, neutral, and approachable.
What have been the three biggest influences on your aesthetic in your life:
1. Kelly Hoppen‘s book (Kelly Hoppen Home) was the first thing that inspired me to start designing. Her style looked so effortless and elevated and had the perfect broad appeal. Her design has had a strong influence on my aesthetic, and unapologetically, it shows.
2. Art. Having been an artist most of my life, art (the larger the better) has always been central to my design. I’m very curated and particular about what I like and don’t like.
3. Assymetry and organic shapes that bring nature and interest into home design.
How did you start your company, and/or what is your favorite thing about what you do:
I started my company out of necessity. I was selling real estate, and there was only one stager in NYC. She was great, but as a new agent, I couldn’t afford to pay for staging, nor could my clients. I had to MacGyver Craigslist finds along with my own furniture and handmade art into free staging. The results were instantaneous and powerful. With this, convincing my sellers to pay for my staging became easier. When luxury agents saw my work and how immediate the results were, they started hiring me to stage their high-end listings. Serving that market quickly became my core focus as it was more lucrative than lower market listings. I created a product, and then a niche.
Do you have a mentor in your career, and if so, how have they helped to shape your trajectory:
My father was an entrepreneur with a brilliant understanding of business, sales, and negotiation. Every challenge I faced or question I had (often on a daily basis) he helped me solve. He taught me so much and continues to be an incredible resource to me. While I learned a lot from the devastating entrepreneurial mistakes I made in my prior businesses (many of which he warned me about, but I ignored), I don’t think I would be where I am today without his insight and support.
What does your home say about you:
My home shows my perpetual need for change and inability to stay in one place for too long. While things like wallpaper, drapes, and lighting remain the same, art and furniture are constantly being swapped out for something new.
Where do you find inspiration:
Mixing nature and trends is what inspires me. Organic shapes, materials, and natural color palettes as well as interior design magazines and platforms like Pinterest give good insight into new trends and innovative concepts. This fusion of nature with contemporary design influences inspires me to approach my projects with a versatile perspective.
Your interiors motto:
Be true to your core aesthetic, but don’t become stagnant. Take risks, look at things from as many angles as possible, and never stop learning
Who are your style icons:
Kelly Hoppen (for my base design), Kelly Wearstler (for the design risks she takes and the quirk she incorporates ), and Audrey Hepburn (her effortless fashion style has strongly influenced my own).
What are your key ingredients for entertaining:
I love to overdo it but in a bite-sized, controlled way. For example, for buffet-style affairs, I’ll create bite-sized everything…from tiny sandwiches to bite-sized sliders. I also overdo the decor— beautiful florals, layered fabrics, soft tones, and patterns. I play with varying heights for things like candles. I also love to create unique name cards and memorable party favors. For example, for someone’s 70th birthday, I scanned a baby or youth photo of the person and had a bakery print it onto cookies, individually wrapped in cellophane with a bow. Always leave people with a good taste in their mouth… literally!
Do you collect anything:
Bitossi horses, interesting vintage table lighters, and ex-boyfriends. That said, more than 3 of anything becomes clutter.
What are you working on right now:
In addition to IMG being in the middle of several exciting flagship penthouse stagings, I’m personally working on my 4th flip house in Florida and my own new fixer-upper in Manhattan.
Wardrobe staples:
Black turtleneck, black leggings, and designer lug-sole shoes.
Favorite fabric/wallpaper:
Fabric: mohair, alpaca, cashmere, and sheepskin.
Wallpaper: textured and new takes on grasscloth.
Best interior advice you’ve ever received:
It’s not so much “advice” as it is a mindset that it’s important to listen to and be open to hearing opinions from the client’s point of view. Being open to looking at things from different POVs helps me think outside the box. Sometimes I never would have tried it that way— and it helps expand my brain and my perspective— and the results can take my design in a much-needed new direction.
Best career advice you ever received:
“If they don’t laugh at your starting price, you started too low.“ - Dad
Types of home purchases you invest in, and save on:
Splurge: Lighting, chandeliers, permanent fixtures….
Save: Secondary rugs and cabinets.
Your greatest extravagance:
I’m unusually frugal… I mainly splurge on comforts and conveniences, like first-class flights (always commercial) and a full-time driver. Other than that, I don’t covet expensive things… I don’t own a single piece of jewelry and I buy as much pre-owned everything as possible.
Most prized possession and why:
Without question, IMG.
Your life motto:
Be Grateful, Be Brave, Be Kind.
Take Ten: My Favorite…
Food: Grilled Salmon, Sweet Potato Fries, Phish Food Ice Cream
Drink: Spring Water
Film: The Color Purple, Joy Luck Club, and documentaries
Hotel: The Wheatleigh (Berkshires) & Rosewood Mayakoba (Mexico)
City: It used to be NYC hands down… but more recently, Venice, Paris, Cozumel.
Bedding: IMG Home Bedding Collection
Tea or Coffee (and how do you take it): Medaglia D'Oro Espresso with Starbucks Zero Sugar Caramel Macchiato Coffee Creamer (I don’t want to know what’s in it but it’s delish!!!)
Playlist: Stan Getz, Chet Baker, Joni Mitchell (Blue Album), Mozart Piano Sonatas, Ella Fitzgerald, Billie Holiday.
Weekend Activity: Spin class, brunch, and the NY Times puzzles. Central Park in the summer
Design Book: All of Kelly Hoppen books, Kelly Wearstler: Evocative Style