Build What Only You Can: Nate Berkus on Authenticity, Imperfection, and the Business of Being Yourself

In an era where personal brands are the new storefronts, few entrepreneurs have built a more enduring and authentic empire than Nate Berkus.

The celebrated interior designer and founder of Nate Berkus Associates joined C-Suite to Main Street with Jeanette Mulvey for a candid conversation on how to build a business rooted in personal taste, integrity, and lived experience, a brand that evolves with you, rather than despite you.

“I built a business based on being me.” – Nate Berkus

For wantrepreneurs and small business owners navigating the early stages of entrepreneurship, Berkus' journey offers something rarer than trend forecasts or design tips: a blueprint for building a brand that endures because it’s real.

Work Is Not the Sacrifice, Time Is

While Berkus has spent three decades building a portfolio that includes licensing deals, retail lines, and two bestselling books, he rejects the notion that his success came at a great personal cost.

“I don’t view any of the decisions I’ve made as a sacrifice. That’s a question of framing… Work is such a huge part of my identity.”

Still, he’s acutely aware of the trade-offs. What would feel like a sacrifice now — missing time with his kids — is precisely what his early hustle made possible. The message for early-stage founders is clear: your grind is building the life you want, but know what not to sacrifice in the long run.

The Business Case for Radical Honesty

In an industry where aesthetics can mask truth, Berkus attributes his longevity to a core value: honesty.

Whether telling a client they’re not going to be happy in a certain home, or telling his team he doesn’t know the answer, he believes candor earns trust — and trust builds a brand.

“There’s too many talented people out there. So from very early on, I decided I would always be really straightforward — the kind of guy you’d want to have lunch with.”

For entrepreneurs building service businesses, this is a masterclass in client trust: honesty isn't a liability — it's a differentiator.

Imperfect by Design: How Vulnerability Fuels Great Business

One of Berkus’ most powerful ideas is his embrace of imperfection — not just in interiors, but in team building, decision-making, and leadership.

“Imperfection is where the beauty rises to the surface... There’s not one way to structure a company.”

Instead of hiring people who “fake it,” Berkus hires those willing to ask for help. He crowdsources decisions. He creates a culture where people are seen.

For early-stage entrepreneurs, this is a reminder: you don’t have to have all the answers. You just have to be real.

Brand Alignment Is Sacred — But Room for Lavender

In a story about a lavender towel he was pressured to produce (that flopped), Berkus illustrates the tension every entrepreneur faces between market demand and personal taste.

“Would I have it in my house? No. Would my daughter? Yes. And I respect that.”

The takeaway: consistency of values doesn’t require rigidity of product. As long as your core message is intact — in his case, that “your home should reflect you” — the business can flex.

How Tragedy Refined His Leadership

After surviving the 2004 Indian Ocean tsunami, Berkus’ perspective on life and business fundamentally shifted.

“It brought me to my knees… But the experience made me softer. More compassionate.”

Now, when faced with bad news in business, his first thought is how the messenger feels. For founders, this is leadership redefined — empathy not as a weakness, but a strategic asset.

Design Principles for Business Builders

His new book, Foundations, outlines four tenets of good design: Make it personal, Embrace history, Introduce character, Develop your vision. But these apply just as powerfully to entrepreneurs:

• Make it personal: Let your story shape your strategy.
• Embrace history: Use your past — even pain — as part of your positioning.
• Introduce character: Let your quirks become your competitive edge.
• Develop your vision: Strategy follows self-awareness.

“The more personal your business is, the more of your personality that shines through, the more successful you’ll be.”

What Defines a Lasting Brand?

Even as he evolves — from post-college entrepreneur to father of two — Berkus’ brand stays consistent because it evolves with him. And that’s the point.

“If someone spends $50 on something with my name on it, I need to make sure it delivers. I won’t put my name on junk.”

That respect for the customer — and the sanctity of trust — is what separates sustainable brands from fleeting ones.

The Best Advice He Ever Got

Two pieces of wisdom from Maya Angelou guide Berkus' life and business:

1. “Do your eyes light up when your child enters the room?”

   A reminder to be present and joyfully engaged — in parenting, and in leadership.

2. “When people show you who they are, believe them the first time.”

   A compass for hiring, partnering, and trusting your gut — in both business and life.

Build, Don’t Just Maintain

Berkus left us with a closing reminder for every entrepreneur still in the build phase:

“The build is much more exciting than the maintain. Don’t lose the joy and excitement — it’s the best phase.”

🎯 Key Lessons for Wantrepreneurs

• Authenticity is a business model.
• Sacrifice is a matter of framing. But know what really matters to you.
• Build with honesty, lead with empathy, and hire for curiosity.
• Respect the customer, especially when your name is on the product.
• Let your business evolve as you evolve. That’s how it stays real.