How to Build and Sustain a Small Architecture Practice: Lessons from Claire Nash
Running an architecture practice is often romanticised as the ultimate career goal. Yet, behind the glossy façade lies a world of financial juggling, marketing hustle, and constant adaptation. We spoke with Claire Nash, architect, author, and founder of Claire Nash Architecture, to uncover what it really takes to thrive as a small practice in the UK.
Starting from Scratch: The Reality of Going Solo
Claire launched her practice during the last recession with no clients and no safety net. “I started with postcards in shops,” she recalls. For three years, she worked alone, juggling side jobs to make ends meet. The turning point came when blogging about barn conversions attracted a surge of enquiries. “I had 20 projects and it was just me. The only way out was to hire help.”
Her first hire was a part-time Part II student, recruited through her teaching role at Oxford Brookes. That decision marked the beginning of a steady growth trajectory, eventually expanding to a team of nine during the post-pandemic boom before settling at six—a size Claire prefers for its manageability.
Cash Flow: The Silent Stressor
Ask any small business owner their biggest headache, and cash flow will top the list. Architecture is no exception. “Payroll is the same every month, but projects fluctuate,” Claire explains. Add to that the industry norm of invoicing at the end of a stage, and you have a recipe for sleepless nights.
Her solution? Charging 50% upfront for every stage. “It mitigates risk and gives confidence that clients will pay. If they don’t like it, they’re probably not a good fit.” Surprisingly, Claire says no client has ever objected—a reminder that many barriers exist only in our heads.
Marketing Matters: Why Architects Can’t Ignore It
For Claire, marketing isn’t a chore—it’s a lifeline. “I realised early on that if I wanted the right projects, I had to show the right work.” Blogging about barn conversions positioned her as an expert, even when she’d only completed one. Today, her strategy includes a strong website, Instagram presence, and a newsletter that nurtures potential clients over time.
Consistency is key. Claire dedicates Marketing Mondays to keep momentum, proving that working on the business is as vital as working in it. “It hasn’t affected profit negatively—in fact, it’s improved it.”
The Power of Niches
Claire’s practice is known for barn conversions and eco homes—a deliberate choice. “If you’re a generalist, clients struggle to know if you’re right for them. A niche makes you memorable.” Far from limiting opportunities, her focus attracts aligned clients and even developers who value her ethos.
That said, she warns against rigidity. “You have to pivot when markets shift. Listen to what clients want and adapt.” Her own diversification into garden design is a case in point.
Confidence, Conversations, and the Human Side of Business
From asking for deposits to chasing overdue invoices, difficult conversations are part of the job. Claire admits she once dreaded them. “I used to imagine worst-case scenarios instead of just asking.” Her advice? Prepare a script, practise, and remember confidence wins. Over time, these conversations become easier.
And what about imposter syndrome? “I felt it when sending my first invoice. Now, after hundreds, it’s routine.” For those nervous about networking or social media, Claire suggests starting small and focusing on genuine interests. “I’ve found clients at gardening club. It wasn’t about selling—it was about showing up.”
Books, Mentorship, and Giving Back
Claire has authored two books: one on vernacular housing design and another on running an architecture business. The latter fills a gap she experienced firsthand. “I couldn’t find anything on managing a practice with a baby or dealing with cash flow. I wanted something practical and human.”
She also runs The Business Space, a mentoring group for architectural business owners. “It’s about making time to work on your business and supporting each other. We all face similar challenges.”
Looking Ahead: AI and the Future of Architecture
Far from fearing AI, Claire sees it as an enabler. “Anything that removes boring tasks like data entry is welcome. It won’t replace creativity or empathy—skills architects excel at.” Her outlook on the profession is optimistic: “We’re in a great position. The future needs innovative thinkers.”
Claire’s journey is a testament to resilience, adaptability, and the power of clear strategy. For architects dreaming of starting their own practice—or those already in the trenches—her advice is simple: know your niche, charge confidently, market consistently, and never stop learning.
For more resources and insights for architecture students and professionals, visit http://www.architecturesocial.com.
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