What if the most ignored room in your project is quietly dragging down the whole design?

Today, I’m with Jennifer Q. Williams of St. Louis Closet Company to reveal why closets, yes, closets, are one of the most underestimated elements in all of residential design. So if you’re creating a luxury home or updating a modest space, your clients’ daily routines and resale values are being shaped by what’s behind those closet doors. If you’ve been sleepwalking past the wire racks and sliding doors, this episode will wake you up fast.

Jennifer breaks down the functional and emotional impact of a well-designed closet, how it can save time, reduce stress, and even increase a home’s market value. We dig into the common oversights made by designers and architects alike, from door swings to ceiling height, and how getting these wrong can silently sabotage the client experience. You’ll also hear why collaborating with a custom closet pro early in the design process isn’t just nice to have, it’s a smart, brand-elevating move.

You’ll learn: ✅ Why poor closet design quietly adds stress to your client’s daily life ✅ What interior designers and architects regularly overlook (and regret) ✅ How to collaborate with closet experts to elevate your designs ✅ The surprising ROI of a custom closet, and why it matters at resale

If you’re an interior designer looking to create truly high-end homes with functional beauty in every corner, this is the episode that’s going to help you get there.

Listen now and start designing with every square inch in mind.

(00:00) Why closets are always the afterthought in design.

(02:24) Jennifer’s journey into the custom closet industry.

(06:12) How an organized closet impacts your day and mindset.

(09:22) What interior designers and architects usually overlook.

(17:48) Why custom closets are more accessible and valuable than clients think.

(25:01) How to vet and collaborate with a local closet company.

Jennifer Q. Williams is the founder and owner of St. Louis Closet Company, the region’s first locally owned, floor-based custom closet business. With over three decades in the industry, Jennifer has built a reputation for blending high-end organization with practical everyday use, transforming even the most neglected storage spaces into stunning, functional showpieces. A proud St. Louis native and entrepreneur, she’s as passionate about her community as she is about organization, supporting numerous local charities and small business initiatives. Her signature? Turning chaotic closets into calm, curated spaces that improve daily life and property value.

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Is your contractor ghosting you, or are you just not speaking their language?

Most interior designers know they need reliable contractors to grow their business, but few realize contractors are also sizing them up.

In this episode, Elizabeth Scruggs shares what makes contractors roll their eyes... and what makes them want to call you back. Whether you're a designer dreaming of launching a design-build firm or just tired of construction projects going sideways, this episode lays out the path forward with practical steps, stories, and no-fluff advice.

You’ll learn:

✅ Why finding contractors at the pro desk may be smarter than scouring Instagram.

✅ What builders are really evaluating when deciding to partner with a designer.

✅ The biggest mistake new design-build firms make, and how to avoid it.

✅ How to protect your business legally before the demo starts.

If you’re an interior designer looking to get more control, more confidence, and more respect from contractors, this is the episode that’s going to help you get there.

Listen now and start building the partnerships that elevate your entire business.

(00:00) Learning construction by doing: Elizabeth’s origin story.

(05:28) How designers can find and vet great contractors.

(12:19) The importance of setting expectations with trades.

(17:32) Legal and liability considerations for design-build firms.

(24:43) What contractors actually want from interior designers.

(30:33) Should you become your own general contractor?

Elizabeth Scruggs is a licensed general contractor and the principal designer behind Superior Construction and Design, LLC, one of the only female-led design-build firms in Middle Tennessee. With over 30 years of hands-on experience and a national reputation as a speaker, author, and High Point Market Insider Tour co-host, Elizabeth brings unmatched insight into bridging the gap between construction and design. Her passion? Helping interior designers confidently step into the design-build space and build businesses they love, without sacrificing quality or control.

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You’ve invested in professional photography. Your portfolio looks incredible. Your social media presence is growing. And yet… those high-end clients you’ve been aiming for? They’re still not booking. Something isn’t lining up, and the culprit might be hiding in plain sight: your website.

Many interior designers assume that a visually attractive website is enough to convert browsers into buyers. But what if your site’s design choices are actually sending subtle signals that work against the luxury service you provide? What if, despite your best efforts, your digital presence is whispering “entry-level” to the very clients you’re trying to attract?

I sit down with branding and web strategist Nicole Heymer, founder of Glory & Brand, to unpack the exact elements that create a high-end feel online, and the seemingly small details that can quietly sabotage it. We talk fonts, color palettes, white space, and layout, but we also go deep on things most designers overlook, like SEO structure, AI search visibility, and the impact of editorial copy on how your business is perceived.

Whether you’re a seasoned designer ready to uplevel your client base or you’re just starting out and want to set the right tone from the get-go, this conversation is a must-listen. Because in the luxury market, your first impression isn’t made in person, it’s made on your website. And it needs to feel just as high-end as the spaces you create.

You’ll learn:

✅ How to make your website immediately feel more high-end ✅ The small website mistakes that silently repel luxury clients ✅ Where SEO and AI intersect, and how your site can start working 24/7 ✅ Why strong copy and professional photography are non-negotiable

If you’re an interior designer looking to attract premium clients and elevate your brand presence online, this is the episode that’s going to help you get there.

Listen now and learn how to align your digital first impression with the level of service you actually provide.

(00:00) The two-bucket problem - traffic vs. conversion

(02:39) Why a beautiful site isn’t enough if no one sees it

(06:00) What makes a website feel upscale (fonts, white space, color restraint)

(12:30) Balancing minimalism and SEO using hidden copy and structure

(16:02) How to handle your site when you’ve only got one good project

(20:59) AI reads everything: Why your site copy matters more than ever

(25:10) Costly DIY mistakes even luxury designers make on their websites

Nicole Heymer is the founder and creative director of Glory & Brand, a boutique agency specializing in branding, website design, and marketing automation for interior designers, architects, and builders. Since launching in 2011, Nicole has been known for her clear, practical approach to digital strategy, helping clients craft upscale, conversion-focused online presences that reflect their unique value. Her work has been featured in industry podcasts, conferences, and branding workshops, highlighting her influence in the design community.

Nicole's journey into entrepreneurship was inspired by her early experiences working with interior design firms and her passion for creating cohesive brand experiences. At Glory & Brand, she leads a team that delivers well-made, practical branding and websites, focusing on helping design firms make the most of their digital presence. Nicole's commitment to excellence and her ability to merge aesthetics with strategy have made her a trusted partner for businesses seeking to elevate their brand and attract the right clients.

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What if being overlooked was the best thing that ever happened to your business?

When Wandra Cain walked into showrooms and got ignored, she didn’t flinch—she made a mental note. That “Pretty Woman” moment stuck with her, not as a grievance, but as fuel. She’d always had a sharp eye and a natural gift for pulling beauty out of limitation, but that experience sharpened her resolve to create a design business that didn’t ask for permission to be taken seriously. She built WCA Interiors from the ground up, not with flashy backing or a big team, but with intention, consistency, and a deep belief that her work belonged, regardless of who initially acknowledged it.

Her journey started with pivots. From corporate desk jobs to cosmetology school, and eventually to earning her interior design degree while working full-time, she followed the tug toward creativity even when the path forward looked unclear. Early projects tested her—contractors challenged her decisions, budgets fell apart, and she didn’t always know how to protect her time or profit. But instead of hiding the hard parts, she leaned in. Every mistake became a tool. Every misstep taught her how to run a better project, have firmer boundaries, and value her own expertise.

What really sets Wandra apart is her ability to show up with humility and confidence at the same time. She leads projects with warmth, listens deeply to clients, and isn’t afraid to say no when the fit or the numbers are off. Even with over 11,000 Instagram followers, she’s more focused on building genuine relationships—online and off—than chasing engagement. For her, design isn’t about ego or aesthetic signatures; it’s about helping people feel truly at home in their spaces. The business didn’t happen overnight. It was ten years of quiet hustle, small wins, big learning curves, and showing up again the next day.

You’ll learn:

✅ How to lead projects (and set boundaries) when contractors push back

✅ Why visibility matters—and how Wandra handled being underestimated

✅ Systems and client processes that helped her turn a hobby into a real business

✅ What she’s doing now to market her firm without burning out on Instagram

If you’re an interior designer looking to grow a business that reflects who you are—and makes money doing it—this is the episode that’s going to help you get there.

Listen now and remember: being underestimated might be your greatest edge.

(0:00) The “Pretty Woman” moment that shaped Wandra’s mindset

(0:50) Wandra’s origin story and entering the interior design world

(4:40) Why representation in the design industry matters

(12:30) Pivoting from cosmetology to design and going back to school

(15:50) Learning the hard way: pricing, client management, and early business mistakes

(22:40) Building confidence and refining systems and client processes

(30:50) Grassroots marketing, networking, and digital growth

Wandra Cain is the founder and principal designer of WCA Interiors, a full-service interior design firm based in Easton, Pennsylvania. With a focus on creating refined yet livable luxury, Wandra believes that a well-designed home should serve as a sanctuary, capturing the spirit of the client and enhancing their lifestyle. Her approach emphasizes collaboration, ensuring each space reflects its inhabitants' unique personalities and needs.

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What if listening more—not designing more—is what actually makes you great at this job?

Emily Tucker says her best work hasn’t come from executing her own vision—it’s come from learning how to filter her clients’ visions through her design lens. She’s not here to imprint her style on every project. Instead, she’s gotten really good at making someone else’s taste look like something she’d proudly add to her portfolio. And it’s that mindset—meeting the client where they are, without losing yourself—that’s helped her build a design firm where both the work and the relationships feel like the real win.

She breaks down what it means to hold space for a client’s preferences, even when they clash with your instincts. That doesn’t mean rolling over. It means knowing when to guide, when to push, and when to let them lead. And sometimes, it means saying “absolutely not” with zero hesitation. That confidence doesn’t come from dominance—it comes from knowing exactly what your role is and who you're doing this work for.

Emily also shares the habit her firm follows religiously that keeps every client feeling looped in, cared for, and crystal-clear on progress. It’s not a tool. It’s not a tech stack. It’s a simple, consistent move most designers skip because it’s annoying to maintain. But doing it every week has completely shifted how clients perceive her team—and how her team stays organized enough to deliver on time, every time.

You’ll learn:

✅ Why letting go of full creative control can actually sharpen your aesthetic

✅ The one weekly habit that immediately upgraded client trust

✅ How to handle pushback (and when to say no with zero guilt)

✅ What “modern rooted in tradition” really looks like—and why it sells

If you’re an interior designer looking to attract better-fit clients and grow through your projects (not just finish them), this is the episode that’s going to help you get there.

Listen now and stop designing in a vacuum.

(0:00) When your client’s style isn’t yours

(4:54) Balancing your aesthetic with someone else’s style

(8:44) When the client’s vision really clashes—what then?

(10:57) Giving pushback with confidence (and respect)

(18:25) The weekly email that changed everything

(22:30) Hiring missteps, expectations, and what she fixed

(36:00) The future of her firm—and the real meaning of “timeless”

Emily Tucker is the founder and principal of Emily Tucker Design, a Boulder-based firm known for creating timeless, client-centered residential interiors. Drawing from a background in architecture and more than a decade of design experience—including formative years with celebrated designers like Kelly Wearstler and Steven Gambrel—Emily brings a refined sensibility and deep knowledge of spatial planning to every project.

Her work balances classic design principles with the unique lifestyle and personality of each client, resulting in interiors that feel both grounded and alive. Whether designing a mountain retreat or a city townhouse, she believes that great design emerges through collaboration, listening, and a deep respect for place. Her thoughtful, process-driven approach ensures every space is beautiful, personal, and enduring. Emily’s work has been featured in national publications and is admired for its warmth, structure, and sophistication.

Website: etuckerdesign.com Instagram: @emilytuckerdesign

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Are your go-to vendors quietly tanking your margins—and you don’t even know it? Behind the scenes of your interior design business, a silent upheaval is happening. Tariffs are surging, especially on furnishings imported from China, with rates leaping from 40% to over 140%. What used to be a reliable supply chain is now a minefield of unpredictability. If you’re sourcing products the same way you did six months ago, you could be putting your profit (and client trust) at risk without realizing it.

We have design insider Warren Shoulberg breaking down the chaos: where designers are likely to get hit hardest, what U.S. manufacturing can and can’t realistically solve, and which countries might offer temporary relief before the tariff window slams shut again. Whether you're brand new to trade sourcing or already feeling the squeeze, you'll walk away understanding what this global shake-up means for your day-to-day decisions—and how to protect your business from it.

We also get into the long-term shift: why leaning into higher-end clients and luxury positioning isn’t just a branding move—it might be your most strategic safeguard. From sourcing hacks to client communication strategies, this episode is your guide to staying ahead of a market in flux.

You’ll learn:

✅ Why tariffs are wrecking margins ✅ How U.S. sourcing falls short ✅ Why premium clients offer stability

If you’re an interior designer looking to future-proof your sourcing strategy and protect your profit margins, this is the episode that’s going to help you get there.

Listen now and stay ahead of the supply chain madness before it blindsides your business.

(0:00) Tariffs hit home: What’s going on and why it matters

(5:19) The chaos in sourcing: Why nothing is predictable

(7:47) Can we benefit from cutting China out of the equation?

(9:03) Is U.S.-based manufacturing a realistic solution?

(14:10) How different tiers of designers are affected

(16:21) Where to look now: Domestic and European alternatives

(21:02) What to do now: Orders, upcharges, and last-minute pivots

(25:00) Why going high-end is the safest long-term move

Warren Shoulberg is a veteran business journalist covering the home furnishings industry. He writes for The Robin Report, The Business of Home, and his blog WarrensReport.com, sharing insights from decades inside the retail world.

Website: https://warrensreport.com

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What if “great work” isn’t enough to attract the clients you really want?

Luxury clients aren’t just buying your taste or talent—they’re investing in an experience that speaks their language. In this episode, photographer and author Jeffrey Shaw pulls back the velvet curtain on how affluent buyers actually make decisions. Whether you’re aiming for high-net-worth homeowners or just want to elevate your design game, this conversation will shift the way you think about value, messaging, and what “luxury” really means.

Here’s what you’ll learn:

✅ Why interior design is inherently a luxury—and what that means for your marketing ✅ How affluent buyers think, what influences them, and what they really value ✅ The “boxwood vs. pine” mindset shift that changes everything ✅ How to create brand resonance that makes dream clients feel seen ✅ Why great isn’t good enough—and what to do about it

If you’re an interior designer looking to attract clients who value your work at the highest level, this is the episode that’s going to help you get there.

Listen now and start speaking the secret language of luxury.

Jeffrey speaks about how to sell to the rich at association events and conferences such as ImagingUSA, HOW Design, Growth Marketing, and ProfitCon, and for corporations like Verizon and BMW. He is the author of two books, The Self-Employed Life and LINGO, a LinkedIn Learning Instructor, and host of, The Self-Employed Life, which ranks among the top 15% of all podcasts on iTunes.

Website: https://jeffreyshaw.com

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