Today we’d like to introduce you to Jodi Koch.
Hi Jodi, we’d love for you to start by introducing yourself.
I started Elizabeth Erin Designs over 20 years ago because design has always been part of who I am. I’ve always seen spaces differently—not just how they look, but how they feel to live in.
But the direction I’m in today didn’t come from that alone. It came from building my own home and realizing how quickly things can go sideways when there isn’t a clear plan in place.
At the time, I was working off allowances instead of fully thought-out designs. Decisions were happening fast, numbers kept shifting, and we ended up over budget. More than that, there were moments where I didn’t feel like I fully had a voice in the process. I could tell when something wasn’t right, but I didn’t have the structure or support behind me to stop it.
That experience stayed with me.
It was one of those lemons into lemonade moments where I decided I was never going to let my clients walk into a project like that.
So I built my Designing in 5D process around it—bringing clarity, direction, and real numbers to the very beginning of a project, before anything starts and before money gets spent in the wrong places.
Over the years, I started noticing a pattern. A lot of the women I work with are in a season of change—building, remodeling, starting over, stepping into a new chapter. And their home isn’t just a project, it’s part of that shift. It needs to support them, reflect them, and feel like a place they can land.
That’s where my work has evolved.
Today, I focus on helping women find their True North in their homes—giving them clear direction, helping them understand where to invest, and making sure they feel confident and heard every step of the way.
Everything I do now starts with North Star—a 5D Property Vision Blueprint. It’s the first step. It gives you a plan before you spend a dollar on your remodel or new construction home, so you’re not reacting in the middle of construction or second-guessing your decisions.
Because at the end of the day, this isn’t just about design. It’s about creating a space that supports where you’re going—and making sure you never lose your voice getting there.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a straight line.
If anything, my career has been a series of pivots—some intentional, some not.
Early on, I had a business partner in New Jersey, and when that ended, I had to rebuild and redefine what the business looked like on my own. I moved to Iowa and essentially started over in a new market, which forced me to get really clear on my value and how I showed up.
Then 2008 hit, and like a lot of people in this industry, I had to adapt quickly. That’s when I leaned into staging and found a way to keep things moving when the market shifted. From there, I expanded into commercial work, which opened up another layer of experience and growth.
Personally, one of the biggest challenges was building my own home. I was working off allowances instead of a fully defined plan, and we ended up over budget. More than that, I experienced what it feels like to not fully have a voice in the process. That situation changed how I look at everything I do today.
Then COVID hit, which was another moment of adjusting how I delivered services and supported clients. And more recently, going through a divorce and moving to Florida was another reset—personally and professionally.
At one point, I had a team of 14 employees. Today, I’ve intentionally rebuilt the business into a more streamlined model with me at the center, supported by 1099 contractors. That shift wasn’t just about operations—it was about creating a business that actually supports my life, not the other way around.
Each of these moments forced me to refine, simplify, and get more aligned with what actually works.
Looking back, none of it was wasted. Every pivot gave me a deeper understanding of what my clients are going through—especially when they’re in the middle of change. And that’s exactly why my work today is so focused on clarity, direction, and helping people move forward with confidence.
We’ve been impressed with Elizabet Erin Designs , but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Elizabeth Erin Designs is named after my twin daughters, Hanna Elizabeth and Sydney Erin. When I started the business, I wanted it to stand for something personal—something rooted in care, intention, and creating a sense of home that actually means something. That’s still at the core of everything I do.
Today, the business has evolved into a much more focused, strategy-led design studio. I specialize in helping clients—primarily women—get clear before they start. Most people go into a remodel or new construction project making decisions too late, working off allowances, and reacting as things come up. That’s where budgets get blown and confidence starts to slip.
What I’m known for is changing that.
I developed my Designing in 5D process and built my signature service, North Star—a 5D Property Vision Blueprint—to give clients a clear plan before they spend a dollar on their remodel or new construction home. It outlines what to do, what matters, where to invest, and how to move forward with confidence instead of second-guessing every step.
What sets me apart is that I don’t just approach design from an aesthetic standpoint. I approach it from experience. I’ve been the client who didn’t have a clear plan, who went over budget, and who felt the impact of decisions being made without enough information. That changed how I work forever.
Now, my role is to guide, advocate, and create clarity from the beginning—so my clients feel supported, heard, and in control of their project.
Brand-wise, what I’m most proud of is that I’ve simplified everything. Instead of offering a long list of services, everything starts with one clear entry point. It’s intentional, it’s repeatable, and it allows me to deliver real value quickly.
At the end of the day, Elizabeth Erin Designs is about more than creating beautiful spaces. It’s about helping people—especially women in seasons of change—create a home that reflects where they’re going, while protecting their investment and making sure they never lose their voice in the process.
Can you tell us more about what you were like growing up?
I grew up on a farm, and that really shaped who I am.
I was outside all the time—jumping on hay bales, digging in the dirt, making mud pies and decorating them with the purple flowers from the thistles, chasing cats, picking apples, helping wherever I could. Being outside wasn’t something we planned, it was just how we lived. I still feel most like myself when I’m connected to nature, which is probably why I’m so drawn to biophilic design now.
My grandma, Charlotte, had a big influence on me. She was a home ec teacher, and I learned so much from her—cooking, baking, sewing my own clothes through 4-H. She had a way of teaching that made you feel capable, like you could figure things out and take care of things on your own.
I was also in ballet, which is probably where my love for movement, balance, and form started. That naturally carried over into my dream of becoming an Olympic figure skater. We had a pond that would freeze over, and I would go out there and practice like it was my rink. I’ve always had that mix of creativity and discipline—I just didn’t know where it would land yet.
And this always makes me smile—at seven years old, I decided I was going to go to Iowa State University and study design. No one told me to do that. I just knew. I honestly thought that’s how it worked for everyone, that you just knew where you were headed. And I followed that all the way through—I did go to Iowa State and studied design. If my mom had her way, I probably would have gone into nursing, but that path was never mine.
There’s one memory that still sticks with me. We had a big storm come through and damage some of the trees, and I remembered how my grandma would mix baking soda, honey, and water for bee stings. So I made my own version of it, went out to the trees, and tried to “fix” them—wrapping the branches with toilet paper and twine, thinking I could help them heal. It didn’t work, but I remember how much I cared. I’ve always been someone who wants to make things better.
When I was nine, we lost the farm. In my mind, it felt sudden. I went to school, stayed at a friend’s house, and instead of going back to the farm, I was dropped off at a house in town. I’m sure it didn’t actually happen that fast, but that’s how it felt to me.
That shift stayed with me.
I lost the place where I felt grounded. The space that felt like me. And I think that’s a big part of why I care so much about what I do now.
Home isn’t just where you live. It’s where you feel settled, supported, and like yourself. And I learned early on what it feels like when that changes.
That perspective shows up in my work in a way I don’t think I could have learned any other way.
Pricing:
- • Most clients start here: North Star: A 5D Property Vision Blueprint Starting at $1,250 A virtual, strategic plan that gives you clear direction, priorities, and investment insight before you spend a dollar on your remodel or new construction home. • Additional Spaces Starting at $350 per space Expand your North Star to include additional rooms or areas within the same property. • Implementation (After North Star) Project-based, flat fee If you choose to move forward, we’ll define the scope and provide a flat fee to guide selections, layouts, and key decisions for that portion of your project. • Design Advisory (Optional) $289.50/hour Ongoing access for support, design selections, reviews, and decision-making as needed.
Contact Info:
- Website: https://www.elizabetherindesigns.com
- Instagram: https://www.instagram.com/elizabetherindesigns/
- Facebook: https://www.facebook.com/elizabetherindesigns
- LinkedIn: https://www.linkedin.com/in/jodikoch
- Youtube: https://www.youtube.com/@ElizabethErinDesigns5D
- Yelp: https://www.yelp.com/biz/elizabeth-erin-designs-des-moines
- Soundcloud: https://www.tiktok.com/@elizabetherindesigns/video/7591962549273251103
- Other: Start your North Star: https://portal.elizabetherindesigns.com/schedule/6509ebd9f5c4200199fd007c
