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the magic of it all. That's the gift I have been given, but never believed in. Now I embrace it and, as I look back, it's where I have been most successful." Alsen works mostly in the Chicago area, although he has accepted jobs as far away as San Francisco. His cli- ents, no matter where they actually live, include anyone who needs guid- ance, whether it's for a whole house design with project management or for kitchen or bath design and space planning, budgeting, product selec- tion, etc. "It really depends on how involved they want to be," he says. "My clients come to me because they have a problem and don't know how to solve it. My specialty is problem solv- ing, and kitchens and baths usually have the biggest problems to solve." OLDER HOMES SPECIALTY His specialty is also remodeling – es- pecially older homes – as opposed to new construction. "I love the challenge of working with the architecture of an existing space," he says, adding that he recently fnished remodeling the kitchen of a 100-plus-year-old home and is currently working on a mid- century home that is being completely gutted. "And, this is Chicago…we have mostly older homes here. I like their character, and I like to preserve…to make modern ft into today's lifestyle." Alsen likes to work with clients in all budget ranges as well, dismissing the notion of only accepting big-bud- get projects that are designed to win awards. "To me, that's a disservice to the client," he says. "An award to me is a happy client who loves their home. Not everyone has a big budget, and not everyone likes 'over-the-top.' My goal is to give my clients a kitchen that functions and looks beautiful, based on what they like. I know some designers won't touch projects under $100,000. But people who only have a $30,000 budget deserve a nice kitchen, too. I want to be able to help people, no matter their budget, live the life they want, as it relates to design." WORKING TOGETHER At this stage of his business, Alsen chooses to work out of his home rather than open a showroom. "It's a diferent world now," he explains. "My clients don't want to come to a showroom…they don't have the time." Instead, Alsen meets with them in their home so he can see their space. "That frst consultation is so important to see if they like me and to see if I want to take on the project. With a show- room, I don't think you have as much fexibility to do that. There's also a large overhead associated with a showroom. With my current business model, I am able to give my clients a better value." Although Alsen has a deep-rooted history in the design industry, he fnds it benefcial to surround himself with a team of experts he can call upon to fne-tune product selections and fur- ther his business. As a distributor for Greenfeld Cabinetry and its various product lines, he works closely with his rep for all things cabinets. "She is a big reason I decided to open my business," he says. "I wasn't looking to venture into kitchens and baths, and I certainly wasn't looking at being a cabinet distributor. But we met, and she helped build my confdence and has been a great support since." Alsen also works closely with lo- cal representatives of Jenn-Air and GE Monogram. "It's important to all work together," he says. "In this business, I have to know as much about appli- ances and countertop materials as I do cabinetry. I know I can't be an expert in everything, but I do know who to go to for help." Circle No. 13 on Product Card Fred Alsen completely transformed the bufet in this Chicago bungalow, turning it into a more functional piece that could store the homeowner's crystal, china and silverware. The cabinets feature beaded inset doors that are accented with a dark wood countertop and backsplash.