DesignDash Magazine Winter 2024-25

FROM OUR FOUNDERS

Our Love Letter to You...

We are so pleased to place the second issue of the DesignDash Magazine in your digital hands! As we release this special Valentine’s edition, we find ourselves reflecting on the incredible community that has blossomed since DesignDash began You are the reason this journey is so meaningful

When we founded DesignDash, we dreamed of creating a platform for designers We envisioned a space where creativity, business, and life could converge in harmony A place where the struggles of running a design firm could be met with encouragement, expertise, and camaraderie.

We know that spaces like this are often missing in the design world Too many creatives feel isolated as they navigate the unique challenges of our industry

That’s exactly why we launched the DesignDash Community: to fill that gap and create a place where you can connect with a diverse group of peers, access expert guidance, and find the tools you need to thrive

And thrive, you will! Already, watching your visions come alive through your stories, successes, and connections has been nothing short of magical

Whether you're designing your first dream project, scaling your firm to new heights, or pivoting into exciting new ventures, we are constantly in awe of your drive and creativity.

This magazine is for you the dreamers, doers, and designers shaping not just spaces but entire lives It’s a love letter to the interior design community filled with insights, resources, and inspiration to help you grow your business while staying connected to the creativity that brought you here

As you turn the pages of this issue, we hope you feel the same sense of connection and purpose that fuels our work at DesignDash. Our goal is to support you, empower you, and remind you that you are never alone in this journey.

Thank you for trusting us to be part of your story You are the heart of DesignDash, and we are honored to celebrate the beauty and impact you bring to the world

WITH LOVE,

LauraUmansky MelissaGrove

DESIGNDASH CO-FOUNDERS

THE LETTER, MARY CASSATT, 1891, WATERCOLOR ON PAPER

IN THIS ISSUE

CIRCLE UP: THE ROUND TABLE IS BACK

WHAT TO DO IF A CLIENT GHOSTS YOU

4.

THE HEART OF DESIGN

1. 5.

PROJECT PHOTOGRAPHY: MELISSA GROVE

VALENTINE’S DAY STAFF Q&A

2.

8.

KARA DUFFY TALKS DREAM BUSINESS BUILDING

3.

6. THE AI INTERIOR DESIGN HYPE

FEATURE: PARK LANE COPENHAGEN

7. WHAT WE WISH HPMKT HAD

9.

BONUS: DREAM COLLABS FROM WOMEN, IN THEIR OWN WORDS CONTRIBUTORS

ANN SACKS DESIGNER TILE

FOR OVER FOUR DECADES, ANN SACKS HAS BECOME SYNONYMOUS WITH UNPARALLELED CRAFTSMANSHIP AND INNOVATION IN THE WORLD OF TILE AND STONE. SEARCHING THE GLOBE FOR THE FINEST NATURAL MATERIALS, THEY HAVE METICULOUSLY CRAFTED AN EXTENSIVE PORTFOLIO THAT EMBODIES TIMELESS SOPHISTICATION, REDEFINING THE VERY ESSENCE OF HOME.

ANN SACKS BRINGS UNSURPASSED ARTISTRY, CRAFTMANSHIP, AND QUALITY TO KITCHENS, BATHS, AND OTHER SPACES IN THE HOME. SPECIALIZING IN HAND-MADE CERAMIC TILE, MARBLE, AND STONE, DESIGNERS OFTEN TURN TO ANN SACKS FOR THEIR CLIENTS.

CIRCLE UP: THE ROUND TABLE IS BACK

WHY ARE ROUND TABLES EVERYWHERE IN 2025?

Could it be, that in a world where so much divides us screens, schedules, and the persistent hum of modern life the spaces we inhabit are quietly urging us back toward connection? Over the last couple of years, we have seen circular tables replace traditional rectangular versions in dining rooms, breakfast nooks, living rooms, and more

While we call it a “trend,” it might be more than a passing fad The “round table” might just be a subtle rebellion against the isolating nature of our immersive digital lives inviting us to gather, share, and see one another fully instead of retreating inward online

Free of hierarchy, the circular table’s shape places every individual on equal footing fostering an intimacy that rectangular or linear forms simply cannot In a time when smaller, more intentional gatherings have become the norm, the round table answers a deep yearning for closeness, collaboration, and a return to the kind of face-to-face connection that reminds us of our shared humanity

As designers, we can foster deeper connections for our clients by reflecting their desire for meaningful gatherings in our design choices like replacing traditional rectangular tables with round ones

Of course, we would be remiss in failing to acknowledge the most famous round table of all: King Arthur’s Designed to ensure equality among knights, it’s a story we all know a tale as much about unity as it is about chivalry But circles as a symbol far predate Camelot and carry even deeper meaning across cultures

In ancient history, the circle represented eternity, wholeness, and the cyclical nature of life. From the unbroken ring of a wedding band to the wheel of the zodiac, circles have been associated with harmony and interconnectedness. In sacred geometry, they embody perfection and the infinite.

Many ancient cultures incorporated the circle into their rituals and designs. Stonehenge, with its circular arrangement of stones, is believed to have spiritual and cosmic significance.

Indigenous peoples worldwide used circular formations for community gatherings in order to reinforce the idea of coming together as equals In Hinduism and Buddhism, intricate circular mandalas symbolize the universe and are used as tools for meditation and self-discovery

Representing the infinite nature of Allah, the circle is also an important element in Islamic geometric patterns These designs reflect belief in unity and perfection reinforcing a connection to the divine

By choosing to place a round table in our designs today, we aren’t just making a functional decision Rather, we’re tapping into an ancient symbol of connection and equality

Though we may not perceive it that way, this design choice can be a subtle yet profound way of infusing a space with timeless meaning

“The beauty of the Circle is that we cannot see each other’s back; and the strength of the Circle is that we can only see each other’s beauty.”

A 1470 REPRODUCTION OF ÉVRARD D'ESPINQUES'S ILLUMINATION OF THE PROSE LANCELOT

EXAMINING THE DESIGN TREND

Round tables may be gaining popularity now because they challenge the hierarchical nature of traditional rectangular tables Without a "head of the table," the circular design fosters equality and open conversation This makes the shape ideal for families, gatherings, and collaborative moments

Amber Guyton of Blessed Little Bungalow captures this sentiment perfectly in an interview with Meghan Shouse for House Beautiful. She notes that round tables "offer a more conversational and intimate atmosphere" where everyone feels included.

This innate ability to dissolve formality aligns with a broader cultural movement toward casual yet intentional living. Round tables work beautifully in compact spaces. They’re perfect for small offices and breakfast nooks alike. Their organic shape also breaks up the linearity often found in furniture arrangements softening a room's aesthetic while enhancing its flow.

EVOLVING FAMILY DYNAMICS AND THE ROUND TABLE

The resurgence of round tables in design mirrors a broader cultural shift within families The traditional parent-child hierarchy once marked by strict delineations of authority is giving way to a more egalitarian model. Today’s families often value children’s perspectives and encourage open dialogue reflecting a growing emphasis on mutual respect and collaboration.

Round tables naturally support this dynamic. Their design fosters equality by removing the head of the table and creating a space where every voice can be heard.

Families who wish to foster this type of dynamic might opt for a circular table as a physical embodiment of shared values and inclusivity It encourages connection, emphasizes the importance of every individual, and creates an environment where everyone feels valued, regardless of age

This shift in family dynamics is also a response to changing cultural priorities As work-life boundaries blur and time together becomes more precious, the home and the spaces within it plays an increasingly important role in nurturing relationships

Designers have an opportunity to reflect these changes by creating interiors that honor connection and community Perhaps the round table will be a symbolic centerpiece for such meaningful interactions

THE

At the behest of clients, designers are constantly reimagining formal spaces like receiving rooms, parlors, and even traditional dining rooms In some homes, these spaces are being eliminated altogether

Historically, these spaces served as stages for curated displays of status and etiquette emphasizing separation between host and guest or family and visitor Today, however, the emphasis is shifting toward creating environments that foster connection, intimacy, and equality

This evolution reflects broader cultural changes Hosting is no longer about impressing guests with polished perfection but about making them feel welcome, comfortable, and included. The strict boundaries between formal and informal spaces have softened making way for flexible, multifunctional rooms that adapt to various needs be it a casual meal, a spirited game night, or an impromptu conversation.

DESIGNING FOR CONNECTION AND FLOW

In general, many of today’s interiors are moving away from rigid layouts and formal entertaining traditions favoring designs that prioritize inclusivity and fluidity. A microcosm of this larger trend, circular tables create a more communal atmosphere that invites everyone to connect equally rather than emphasizing a traditional "head of the table" hierarchy. This shift mirrors broader changes in how we host: entertaining is now less about formality and more about fostering comfort and connection.

Open-plan interiors amplify this by breaking down barriers between traditionally separate spaces The kitchen often flows seamlessly into the living area, which in turn opens to outdoor spaces creating a cohesive environment where guests and family members can move freely and naturally interact This design approach reflects how we live today fluid, spontaneous, and focused on togetherness

From a practical standpoint, these designs enhance usability and accessibility They align with the growing emphasis on indoor-outdoor living

At DesignDash, we see the circular table trend as a reflection of the way our spaces and relationships are evolving. These tables foster connection, dissolve hierarchy, and encourage intimacy in a way that resonates with modern living. As designers, we embrace this movement because it aligns with our belief in creating spaces that are not only functional but also deeply meaningful.

AN ELEGANT DINING ROOM WITH A DINNER PARTY, GIUSEPPE BERNARDINO BISON

LAURA U DESIGN COLLECTIVE

SINCE 2007, LAURA U DESIGN COLLECTIVE HAS CURATED AND REFINED WHAT IT MEANS TO LOVE HOW YOU LIVE A MULTI-DISIPLINARY, FULLSERVICE INTERIOR DESIGN FIRM. WITH EXCEPTIONAL CARE, WE CURATE SPACESTHATCELEBRATEHOWYOULOVETOLIVE.

OUR HIGHLY COLLABORATIVE, AWARD-WINNING TEAM WILL HELP YOU ACHIEVE YOUR GOALS FOR A DISTINCTIVE DESIGN, INSPIRED BY WHAT YOUFINDMOSTIMPORTANTANDBEAUTIFUL.BASEDOUTOFOURSTUDIO INHOUSTON,LUDCSERVESCLIENTSINTEXAS,ASPEN,ANDBEYOND.

THE HEART OF DESIGN

CELEBRATING THREE ICONIC COUPLES WHO SHAPED THE DESIGN WORLD

Whether personal or professional, partnerships have an extraordinary way of amplifying creativity They thrive in the tension between two distinct perspectives: individuality is celebrated, yet the sum of the collaboration transcends what either could achieve alone

“So powerful is the light of unity that it can illuminate the whole earth.”

– Baha'U'Llah

TEXTILE DESIGN WITH HEARTS AND PEARLS, 1840, THE MET

This unity as Bahá’u’lláh’s quote suggests has the potential to illuminate not only the creative process but also the world around us.

The best partnerships are rooted in mutual respect and a shared purpose but are fueled by the differences between the collaborators. Illuminating both doesn’t erase individuality but rather amplifies it.

Celebrating the individual and the partnership means recognizing the unique gifts each person brings while valuing the shared creativity that emerges when those gifts intersect. In design, this could mean the marriage of technical expertise with artistic vision, the balance between bold innovation and practicality, or the synthesis of diverse cultural and personal influences. One partner may focus on structure and precision, the other on emotion and aesthetics; one might dream boldly while the other grounds those dreams in reality.

In an industry that prizes ownership, competition, and “making a name for yourself,” we must sometimes fight to see the value of collaboration, community, and shared creativity But it truly is so valuable Working together fosters a sense of connection and trust that enriches not only the final product but also the process itself It allows us to step outside our own perspectives, challenge our assumptions, and ultimately grow as creators

It also acknowledges a universal truth: no one’s work exists in isolation We all draw inspiration from the world around us, from the people we engage with, and from the collaborative spirit that has driven human innovation for centuries Design partnerships like those of Charles and Ray Eames or Florence and Hans Knoll remind us that the best creations are often the result of shared effort Creativity, after all, is not a finite resource The more we share it, the more it grows spreading light far beyond the boundaries of any one individual

This Valentine’s Day, we encourage you to honor shared creativity and celebrate the partnerships that illuminate our world

CHARLESANDRAYEAMES:A MARRIAGEOFFORMANDFUNCTION

Charles and Ray Eames are perhaps the quintessential design couple, known for their extraordinary ability to blend beauty, comfort, and innovation Together, they redefined modern design through their playful yet functional approach to furniture, architecture, and multimedia projects

Their creations like the Eames Lounge Chair and Ottoman not only exemplified mid-century modern design but also captured the spirit of accessible luxury Impressively, the pair balanced precision engineering with an inviting warmth.

Their partnership thrived on curiosity and mutual respect. Charles once unironically remarked, “Whatever I can do, Ray can do better. ” His words and years of physical evidence underscore an egalitarian and complementary working relationship.

Ray’s background in painting and sculpture added artistic depth to their work, while Charles’ architectural training grounded their designs in practicality and technical ingenuity. Together, they ventured into filmmaking, exhibitions, and even toy design always pushing boundaries.

They even created a lightweight, durable medical splint for the U.S. Navy. Leveraging Charles’s knowledge of molded plywood an area he had been exploring since his earlier architectural experiments they developed a splint that would later inspire iconic furniture

Their partnership is a shining example of how two minds in perfect harmony can define an era

“It takes two flints to make a fire.”

– Louisa May Alcott

FLORENCEKNOLLANDHANS

KNOLL:DEFININGMODERNISM

Florence and Hans Knoll were a married couple, but they were also visionaries who shaped the Modernist movement in both residential and commercial design. Together, they founded Knoll Associates a company synonymous with clean lines, functional elegance, and collaborative innovation

Their working relationship actually preceded their love affair the two married three years after first collaborating

While Hans focused on the business side, Florence who had trained under Bauhaus masters like Ludwig Mies van der Rohe introduced a holistic approach to interior design She integrated furniture, architecture, and textiles into cohesive, modern environments

While Florence was the design icon in their partnership, she also had an incredible mind for business She launched multiple divisions including the Knoll Planning Unit She and her husband also decided to pay their designers royalties which was practically unheard of at the time

Throughout their partnership, Florence carried forward the Modernist ethos of “less is more,” yet her designs were far from austere She believed in creating spaces that were not only functional but also welcoming

After Hans’ tragic and untimely death in 1955, Florence continued to execute their shared vision establishing Knoll as an enduring design powerhouse.

“Many ideas grow better when transplanted into another mind than the one where they sprang up” Oliver Wendell Holme

FLORENCE SCHUST AND HANS KNOLL, IMAGE FROM KNOLL, INC

“FAIR USE” ORIGINAL PUBLICATION: KNOLL WEBSITE IMMEDIATE SOURCE: WWWKNOLLCOM/DESIGNER/FLORENCE-KNOLL

ALVARANDAINOAALTO:ORGANICMODERNISM

“The best way to predict the future is to create it together.”

– Joe Echevarria

Alvar and Aino Aalto were pioneers of organic modernism blending beauty with functionality to create timeless designs When Aino Mandelin joined Alvar’s office in 1924, their professional collaboration quickly grew into a lifelong partnership Their shared vision came to life in iconic works like the Paimio Sanatorium, where the two designed both architecture and furniture like the Paimio Chair to prioritize human wellbeing Projects like the Viipuri Library and the undulating ceilings of the Savoy Restaurant exemplify their innovative, wholly unique approach to design

In 1935, the couple co-founded Artek Artek embodied their philosophy of uniting art and technology Aino’s meticulous interiors and Alvar’s bold architectural ideas complemented one another Together, the pair created holistic, human-centered spaces that were ahead of their time Villa Mairea highlighted the couple’s ability to weave form and function seamlessly Sadly, Aino often worked in her husband’s shadow due to the gender norms of the time She also contributed to iconic designs like the Savoy Vase and her glassware for Iittala, but these works were frequently attributed solely to Alvar

Their personal partnership which historians believe was an open marriage appears to have been as deep and meaningful as their professional relationship Alvar’s exuberant spontaneity complemented Aino’s steady discipline Letters between them reveal a profound emotional, incredibly romantic connection, with Alvar once writing, “There’s no fun in the world without you, ” and Aino describing their family as “our little gang ” However, it’s important to note that Aino was often isolated at home with their children while her husband traveled to visit contemporaries, forge new business connections, and garner fame

When Aino tragically passed away in 1949, Alvar lost not only his wife but his closest collaborator He reportedly sketched her on her deathbed The Aaltos’ enduring impact is best captured by their contemporaries Lily and Eero Saarinen, who described Aino’s work as "an inspiration" and celebrated her ability to create beauty that resonated deeply in a rapidly changing world.

IMAGE CREDIT TO: ELIŠKA KOUKALOVÁ IN “AALTO'S STORY: THEY SAID YES TO DESIGN AND TO EACH OTHER” FOR DESIGNVILLE

BENTWOOD LUXURY KITCHENS

THE KITCHEN IS THE FOCAL POINT OF EVERY HOME. BENTWOOD CABINETRY IS DISTINGUISHED BY ITS SUPERIOR CRAFTSMANSHIP, VARIETY OF TEXTURES, ATTRACTIVE FINISHES, AND EXCEPTIONAL WARRANTY.

EVERY BENTWOOD KITCHEN IS AN ORIGINAL DESIGN THAT MELDS EXQUISITE, FURNITURE-GRADE CABINETRY WITH STATE-OF-THE-ART INTERIOR FEATURES THAT MAKE EACH ROOM AS UNIQUE AS YOUR CLIENTS ARE.

(PICTURED) MOUNTAIN LANE SHOW HOUSE

This is a DesignDash-approved ad

THE AI— INTERIOR DESIGN HYPE

HUMAN TOUCH VS. HOMOGENIZATION

Interior design is inherently human. Perhaps more than any other art, this discipline is rooted in storytelling, intuition, and emotional resonance. It relates us to other people encouraging us to understand and advocate for them in a way that few creative pursuits do

Over the last few decades, advancements in technology have made design faster, easier, and more precise Programs like SketchUp, AutoCAD, and Revit have enhanced our work not threatened it But artificial intelligence (AI) feels different What happens when creativity meets computation? Does AI liberate or constrain our craft?

We are not posing the question of whether AI can generate the “perfect” color palette or layout We are making a deeper inquiry into the soul of interior design: How do we evolve without losing what makes design human?

BUT ISN’T DESIGN ABOUT PROBLEM-SOLVING?

Design is about problem-solving, yes but it’s also about serendipity, intuition, and emotional connection. Can AI, grounded in data and patterns, replicate the unplanned sparks that lead to groundbreaking ideas?

Philosopher Herbert Simon described creativity as a “process of problem-solving within constraints ” AI excels at constraints budget, dimensions, sustainability but where does it find its heart? And, when we are all using the same problems, can it actually create unique solutions?

“Visual

generative AI tools can’t yet think like a designer...they lack a sophisticated understanding of the meaning, context, and aesthetic desires that underpin them”

Tim Nelson, in Architectural Digest

EXPLORING THE CURRENT LANDSCAPE

AI has rapidly become a part of the interior design landscape by offering both creative and operational support Of course, AI’s role varies widely depending on how designers integrate it into their work Some use AI as an assistant for inspiration and iterative prototyping, while others rely on its efficiency to streamline processes like client communication and content creation

Interviewed by Aidan Taylor last Spring for Business of Home, Lisette Fernandez-Hilson and Chelsea Lembi Murawski of Together Home highlight AI’s creative potential in their firm “We’ve been using it mostly to edit the color and texture of things like tile, walls, and furnishings in client presentations and during our inspiration and design process,” they shared with Taylor in his article, “Are You Using AI?” This has allowed Fernandez-Hilson and Murawski to experiment and refine quickly while maintaining creative control

Speaking to Business of Home, Cekirge emphasized how AI-generated renderings help convey concepts more effectively so that clients align with the vision before moving forward

AI also supports designers beyond visual work. Cheryl Luckett of Dwell by Cheryl Interiors uses it as a practical tool for day-to-day operations: “AI serves as a valuable resource for sparking inspiration in content creation,” she said in the same Business of Home feature. Whether drafting social media posts or brainstorming blog topics, Luckett’s team leverages AI to save time while engaging their audience.

For some designers, AI’s true value lies in its ability to bridge the gap between creative vision and client understanding Shelley Cekirge of Shelley Cekirge Interiors explained, “AI has made my job infinitely easier Being able to show clients a rendering ensures that it is clear for them too ”

DO THE BENEFITS OUTWEIGH THE RISKS?

Initially, many AI tools were too amateurish producing renderings with obvious flaws and incredibly awkward design elements But one has only to explore Midjourney’s newest edition to see that AI is rapidly evolving Fred Nicolaus of Business of Home describes its latest update as “a definite leap forward,” with outputs that rival professional renderings

This progress raises deeper questions about the role of human designers

"Simplicity

boils down to two things: Identify the essential, and eliminate the rest" Leo Babauta, Author of The Power of Less

AI can now generate polished visualizations in seconds, but interior design is about so much more than aesthetic precision. As noted in the first lines of this article, interior design is about storytelling and creating spaces that evoke emotion and meaning.

AI may produce a flawless rendering of a “minimalist coastal living room,” but it doesn’t understand why that space matters to a client or the personal narratives it should embody.

MidJourney’s advancements highlight AI’s growing capabilities, but speed and sophistication aren’t substitutes for human intuition. The designer’s role remains rooted in empathy and storytelling qualities that transform abstract ideas into deeply personal spaces As designers, we are challenged not to compete with AI’s efficiency but to leverage what sets us apart: the ability to imbue designs with soul and connection

WHAT WE STAND TO LOSE

Design is inherently diverse: we all have different client bases, personal backgrounds, thought processes, and sources of inspiration A primary issue with AI adoption in interior design is homogenization

Could AI standardize design? When tools are trained on similar datasets, they tend to produce outputs that feel eerily familiar.

Again writing for Business of Home, Fred Nicolaus, warns, “Tools trained on the same datasets can produce eerily similar outputs ” If using programs like Midjourney to generate renderings or flesh out ideas, we encourage designers to use AI only as a jumping-off point for inspiration rather than as a crutch for final solutions

AI’s reliance on existing data raises deeper questions about originality, intellectual property, and creative ethics Programs like MidJourney scrape vast amounts of art and design from the internet often without the creators’ permission to train their algorithms We’ve all read about backlash from artists and designers Some of us have loudly registered our own protest online concerned that our work is being used without consent or credit.

“Tools trained on the same datasets can produce eerily similar outputs” Fred Nicolaus, Business of Home

Illustrator Jackie Ferrentino described this process vividly, saying, “A.I. programs scrape human artists’ work to Frankenstein them into a new creation,” as cited in Justin Kim’s New York Times op-ed “A Letter to MidJourney ”

This raises a thorny ethical question: Does the way AI amalgamates existing work amount to theft, or is it merely an extension of how humans take inspiration? After all, designers and artists throughout history have drawn from the work of others consciously or unconsciously in their own creative processes

The difference lies in agency and intentionality When humans take inspiration, it’s often filtered through their unique perspective, context, and emotional intent, whereas AI indiscriminately pulls from a vast repository

It combines fragments of other artists’ and designers’ work without understanding or acknowledgment of their origins. Even when users craft highly detailed prompts and refine images through iterations, they are inadvertently drawing from the collective labor of countless creators.

This blurring of boundaries challenges traditional notions of authorship and originality. Designers leveraging AI must grapple with these ethical dilemmas asking themselves how to use these tools responsibly while respecting the labor and intellectual property of their peers.

WE’RE NOT ASKING YOU TO REFRAIN FROM USING AI QUITE THE OPPOSITE.

Like other technologies, AI has the power to expand our work Without appropriate guardrails from regulatory agencies, the responsibility falls on us to wield it responsibly and use AI as an extension of not a replacement for the human spirit Design is a profoundly human act one that interprets emotion, tells stories, and shapes spaces that resonate We’re not asking you to refrain from using AI quite the opposite Explore, innovate, and advance your design work, but do so thoughtfully

Start small stay curious.

Collaborate intentionally. Use it to curate not create.

Preserve the narrative. Give credit where credit is due.

“Perhaps you are also merely a new medium for artistic creation. But if so, you must be bound by the same code as us Therefore, we artists declare: if you are here to stay, you will be leashed.” Justin Kim of Seoul Foreign School in Seoul, The New York Times

AS PART OF OUR “WOMEN, IN THEIR OWN WORDS” INTERVIEW SERIES, DESIGNDASH INVITES WOMEN IN DESIGN, ARCHITECTURE, AND THE FINE ARTS TO ANSWER 12 REFLECTION QUESTIONS ABOUT THEIR WORK AND CREATIVE EXPRESSION SOME ARE LIGHT AND FUN, WHILE OTHERS DIG A LITTLE DEEPER. THESE INTERVIEWS (PLUS PROJECT PHOTOS AND ANY LINKS YOU’D LIKE INCLUDED) ARE FEATURED ON OUR WEBSITE AND SHARED WITH OUR 15K NEWSLETTER AUDIENCE OF CREATIVES. TO BE CONSIDERED, REACH OUT TO OUR EDITOR AT EDITOR@DESIGNDASH.COM. WE LOOK FORWARD TO SHARING YOUR STORY WITH OUR COMMUNITY!

WOMEN,INTHEIR OWNWORDS:

WHAT TO DO IF A CLIENT OR COLLEAGUE GHOSTS YOU

MAKING PEACE WITH LOST CONNECTIONS

Have you ever been in the middle of an exciting project discussion only to have your client suddenly disappear? One minute you're brainstorming color schemes, layouts, and appropriate vendors The next, you're met with complete silence Your inbox is as empty as your client's explanation It stings especially when you’ve invested your heart, time, and creativity into a project

But before you spiral into self-doubt, take a step back to consider what might really be happening and how you can turn this awkward pause into a chance to grow and refine your process The truth is, ghosting isn’t always about you

Sometimes, it’s simply a reflection of the client’s circumstances. Whether they’re caught in an unexpected personal crisis, juggling other priorities, or simply overwhelmed by the magnitude of the project, their sudden disappearance usually says more about their life than it does about your work

Still, it hurts

“Rejection and physical pain are similar not only in that they are both distressing they share a common somatosensory representation as well”

– Researcher Ethan Kross

THE SHOCK OF SILENCE

AND WHAT TO DO ABOUT IT

When that conversation goes dark, it can feel like a punch in the gut Neurological research shows that social rejection, even in its most ambiguous forms, activates the same brain regions associated with physical pain. Yes, this sounds like a poetic metaphor, but it’s actually a scientifically backed response that can explain why ghosting leaves us feeling hurt and confused.

Researchers leading a 2011 study published in Proceedings of the National Academy of Sciences of the United States of America found that rejection is uniquely painful when compared to other emotions and physical injury. In this study, 40 people who recently went through a breakup were scanned with fMRI while they experienced two different tasks: one where they recalled painful feelings by looking at a photo of their ex-partner versus a friend, and another where they received hot (painful) versus warm (nonpainful) heat on their arm

The self-reported distress was similar for both tasks, and the brain scans showed that intense social rejection activated the same areas that process physical pain As the study’s researchers put it, “combined fMRI and meta-analysis results suggest that the distress elicited in response to intense social rejection may represent a distinct emotional experience that is uniquely associated with physical pain ”

Our brains are wired to seek social connection, and when that connection is abruptly severed, it triggers a stress response It’s human nature We hope that by understanding that your brain’s reaction is a normal part of the process, you can begin to separate your self-worth from a client’s silence

UNPACKING YOUR CLIENT’S SUDDEN DISAPPEARANCE

Before you start questioning your abilities, it helps to unpack the many layers behind a client’s disappearance. Often, ghosting isn’t really about your work at all it’s about the overwhelming nature of decision-making.

Scientific studies in behavioral economics and psychology have shown that having too many options can actually hinder decision-making rather than facilitate it A classic study by Iyengar and Lepper (2000) demonstrated that when people are presented with an overwhelming array of choices like an assortment of different jams they can become paralyzed by the options This leads to fewer purchases than when the choices are limited

In the context of your design practice, this “paradox of choice” means that clients may sometimes go silent not because they’re dissatisfied with your ideas, but because they feel swamped by all the decisions they need to make

“You can be the ripest, juiciest peach in the world, and there's still going to be somebody who hates peaches.” Dita Von Teese

SEPARATION, EDVARD MUNCH, 1896

Whether it’s selecting between multiple design styles, color palettes, or layout options, the sheer number of possibilities can lead to hesitation and even avoidance. Recognizing that this decision paralysis is a natural human response can help you reframe ghosting as a challenge of overwhelming choice, rather than a personal failing or a reflection of your talent

READ BETWEEN THE LINES (BUT DON’T SPIRAL!)

When a client suddenly goes silent, it’s natural to replay every conversation in your head, wondering if you missed a subtle cue or said something offhand that didn’t land But before you spiral into overanalysis, remember that their withdrawal might be less about you and more about what’s happening on their end

Research in interpersonal communication shows that even small non-verbal signals like brief hesitations or a slight shift in tone can hint at internal conflict or uncertainty.

It’s possible that your client is quietly grappling with the weight of all the decisions they need to make, and what you perceive as ghosting is actually their way of coping with stress While it’s not necessarily your responsibility to manage their emotions, as an interior designer you often navigate a deeply personal, human experience where some degree of handholding and interpretation is involved

By tuning into these subtle patterns, you can adjust your approach keeping your communication clear, supportive, and empathetic while also maintaining healthy boundaries This way, you help ease their decision-making process without taking on the full burden of managing their feelings

REACHING OUT ONE MORE TIME

When you've given your client plenty of space and still hear nothing back, consider sending one final, gentle message Instead of bombarding them with repeated follow-ups, craft a single note that shows genuine care and respects their situation

You might write something like, “Hey, I hope everything’s okay I haven’t heard back about our design plan and just wanted to check in to see if you have any questions or need any adjustments ” Research in social psychology supports the idea that one considerate nudge is often more effective than persistent messages that might trigger defensiveness This final reach out leaves the door open for honest dialogue while maintaining both your professionalism and their comfort

“Rejection is neither an indication of value or talent Remember that If you believe in what you have to offer, then don’t stop offering it simply because some of those you offer it to reject it” Zero Dean

REJECTED, TOM ROBERTS, 1883

ACCEPT THAT THIS WASN'T THE RIGHT TIME (OR CLIENT)

Sometimes when a client goes silent or rejects your ideas, it's not necessarily about your work it might just be that something major was happening in their lives or they simply weren't ready to dive into the process

If they were on the fence, this indecision could have eventually led to a string of change orders that not only cost you time and money but also tied up your team and frustrated your vendors In these cases, it's important to accept that the timing or the client just wasn't right, and that moving forward with someone who isn't fully committed can create more headaches down the line

Focus on projects where both you and the client are ready to embrace the journey together

SET UP SYSTEMS FOR SUCCESS

You can’t control every twist and turn in your client’s behavior, but you can certainly set up systems that encourage clear communication right from the start. When you lay out clear expectations, create detailed contracts, and schedule regular check-ins, you build a roadmap that minimizes misunderstandings.

Think of it like drawing up a blueprint for a project: with clear deadlines, decision points, and backup plans, there’s less room for ambiguity and your clients feel more secure about moving forward

This not only protects your work but also sets a collaborative tone that makes it easier for everyone to stay engaged

TAKE CARE OF YOURSELF & MOVE FORWARD WITH CONFIDENCE

Let’s be honest being ghosted hurts It’s completely natural to feel disappointed, frustrated, or even a bit self-critical when a client just disappears But remember, it’s not a reflection of your talent or worth Taking care of yourself is just as important as following up with a client

Whether you’re talking things over with fellow designers who know the ups and downs of this industry, diving into a creative hobby, or practicing a bit of mindfulness, investing in your own wellbeing helps you stay resilient Your creative spirit is built on a wealth of experiences, not defined by one client’s silence

At the end of the day, ghosting is just one of many bumps on the creative journey Instead of letting it derail your passion, try to see it as a learning opportunity that sharpens your skills and deepens your understanding of client dynamics Every project whether it ends in a burst of collaboration or falls silent teaches you something valuable about how to refine your process and communication.

So, when a client vanishes into the void, don’t let it knock you down. Keep reaching out with genuine care, reflect on the experience, and trust that the next project (maybe your most rewarding yet) is just around the corner.

“Rejection is the friend you never knew you needed. It usually saves you time and money. ” Kevin Darné

BEYOND THE PORTFOLIO

GETTING THE MOST OUT OF YOUR PROJECT PHOTOGRAPHY

When I started working at Laura U Design Collective six years ago, I had never managed an interior design photoshoot My background was in digital, so photography and video were certainly well within my realm of understanding But interior design photography was something different There was a glamour and polish to it, unlike the checklist-style approach I was used to Far from feeling confident, I over-planned, overcompensated, and overstressed myself trying to orchestrate each movement of a shoot And just when I thought the hard part was over (when the final images landed in my inbox) the real stress began The endless to-do list of updating the portfolio, planning social media, crafting the perfect pitch And the worst part was the uncertainty

Would this project win an award? Would a publication pick it up? Would all that effort pay off? And when it didn’t, when I had to tell the design team that, despite all our work, this project wasn’t chosen, it was gutting

Needless to say, I hated photoshoots!

What I didn’t realize at the time was that I was looking at photography through a narrow lens: "Where do these photos need to go in order to bring the most attention to our firm?”

That was short-sighted. Thankfully, over the years, I’ve refined my approach. I’ve learned that photography is so much more than just a portfolio piece or a social media post: it’s a powerful tool for storytelling, branding, and business growth.

I created this guide to illustrate how easy it is to get the most of your photography, so you can grow confident that your photos will achieve one of these goals: get you great clients, validate your creativity, and show the world how amazing your firm really is.

By DesignDash Co-Founder Melissa Grove

STEP 1: CONSIDER WHAT YOU WANT YOUR PHOTOGRAPHY TO ACHIEVE

As a marketing professional, before I jump into anything, I think about the goals first This is true of your photography Why do you want to photograph this project? Where do you want those photos to go? How do you want those photos to be perceived? It may seem obvious, but many designers don’t go into a photoshoot with this mindset

High-quality professional photography is more than just a way to capture the attention of new clients or editors It is an essential piece of growing your design business as a whole Here are our top goals with photography:

ATTRACTING CLIENTS

This is a given Potential clients want to see proof of your expertise and style Stunning photos of completed projects provide instant validation of your skills Many interior design firms, including ours, have found that new clients often reach out after being inspired by our portfolio (usually on our website or on our Instagram)

Once we’re in the business development process, we’ll share additional project images, many of which we can’t (or choose not to) share publicly A well-curated visual presence builds the foundation for what clients can expect from you When clients have their expectations met, or exceeded, this is how you build trust

GETTING PUBLISHED AND BUILDING BRAND AWARENESS

If you want to get featured in design magazines or online publications, (and let’s be real, who doesn’t?) professional photography is a non-negotiable Editors look for highresolution, beautifully composed images that align with their editorial style Although, I have heard from some designers that say their iPhone photos have gotten picked up as well This is key: photography doesn’t have to be expensive But it does have to be good

STRENGTHENING BRAND RELATIONSHIPS

We have had lots of luck telling our vendors before a shoot that we’d be interested in collaborating on the photography, and it has led to social media collabs, guest posts in traditional and digital media, video tours, and speaking engagements

WINNING AWARDS AND GAINING RECOGNITION

Let’s admit it: winning feels good! And you must have great photography to win awards. We pitch a few times per year. There are the big ones, like Luxe Red, and some others for more regional publication. We submit to all of the above! Our designers love the recognition and our clients love that they can say they work with an award-winning firm.

“Your

brand partners must seek separate licensing from your photographer!” Melissa

Grove

STEP 2: SELECT THE RIGHT PHOTOGRAPHER FOR YOUR PROJECT AND GOALS

Interior design photography requires a specific skillset It might be tempting to use the same person who took your fabulous headshots, but the equipment, lighting, and composition are completely different when it comes to a residential space

Photographers who have been published understand what it takes to get a shot that meets editorial standards They may also have an existing relationship with editors and copywriters, which is a big bonus if publication is your goal

We have been using the same photographer for years, and we found him by perusing the design magazines, like Luxe and Architectural Digest. If you’re just starting out with photography, we recommend browsing your local Luxe or Modern Luxury magazines. Check out the home features, find the photographer, and then seek out that photographer’s Instagram to see if their style meshes with yours.

For photoshoots that aren’t happening locally, we will also go to Instagram. We’ll find a designer in that area, whom we admire greatly, and see who is shooting their projects.

BUT HOW DO I FIND A PHOTOGRAPHER?

ForYourPortfolio?

Professionalphotographersareworththe investment Researchthephotographersin yourareabysearchingIG,Luxe,andlocal designmags-whodothetopdesigners aroundyouuse?

Socialsonly?

Notallphotographyneedstocostanarm andaleg Youcanfindstudent photographersorthoselookingtobuilda portfolioonSnappr,Upwork,oryourlocal colleges

Usually, we’ll create a shortlist of 3-4 photographers and then reach out to each one to assess budgets and timelines.

While we always hire a professional interior photographer for our portfolio work, we do utilize other approaches for different needs. For social media content, our in-house marketing team captures images and video themselves, which is a cost-effective way to keep up with daily content demands without sacrificing quality. Keep in mind, you don’t own the photographs you don’t take! So knowing we took the photos and can use them in whatever capacity we desire, is a big plus.

STEP 3: PREPARE FOR THE PHOTOSHOOT

A well-executed interior design photoshoot requires meticulous planning and styling But that doesn’t mean you have to do it all yourself! In fact, if you can swing it, we recommend relying on a team of people to ensure the photoshoot is spectacular from start-to-finish, with nothing falling through the cracks

Here’s how we prepare for a shoot:

Before the shoot, we create a room-by-room guide that outlines the key pieces, vendors, and design elements that need to be captured This helps structure the photography schedule and ensures nothing gets overlooked Our marketing team also uses this as a reference for tagging on social media

SCOUT THE LOCATION

For larger projects, we tour the home with the stylist a few days before the shoot to identify the best angles, light conditions, and any additional styling needs I may also share the floor plan and sun exposure details with the photographer so they can plan their shots accordingly.

INFORM YOUR CLIENTS

I give our clients a detailed schedule so that they can plan accordingly Obviously, we hope that they make plans to be away during the shoot, and I let them know that photoshoots can be stressful We may move chairs between floors, tape over fixtures, or completely rearrange rooms To share our gratitude, I always make sure we leave a floral arrangement once the shoot is complete

OUTLINE YOUR STYLING PLAN AND GRAB ACCESSORIES

Note on your project brief which styling items and accessories should be used in each room Your stylist can procure these items for you, but we always like to give suggestions Every shoot should include florals this is a must-have in our process, and we like a different arrangement in each room For kitchens and common areas, we create scenes that tell a story, such as: a brunch scene with pastries and fresh juice, a homework setting at the counter with books, bags, and snacks, or a cozy happy hour setup with wine, cheese, and candles

SETTING THE SHOT

Getagoodteam

With a little of our oversight, our photographer and stylist work together to get the best shot. Trust your team when it comes to the camera - what you see in person isn’t always what you see through the lens.

Once we receive the photography, we put together a little photobook keepsake for the clients to have” Melissa Grove

INVEST IN A STYLIST IT’S WORTH IT.

If you want high-quality results, hire a stylist Many designers hesitate to invest in this step, while others prefer to style their own spaces However, a stylist is not only worth every penny, but they also enable you to focus on current clients, other creative needs, and time billing Looking through your designer’s eye doesn’t always match what works best for a photograph trust your stylist and photographer to refine the vision

SETTING THE SHOT

Shooting tethered

Many interior design photographers will shoot tethered, either to an iPad or laptop, so that you as the designer can view (and approve) the final shot This helps you understand that styling may look strange in person, but through the lens, it looks fantastic!

STEP 4: CREATE A PHOTO PROMO PLAN

Once you’ve received the photos from your photographer, it’s time to make a plan! We will typically have a good idea of what we want to do (Pitch? Publish to socials? Submit for awards?) prior to shooting the project, but often we’re surprised by which rooms really captivate us through the lens Some rooms just look great through the camera, while others tend to look better in person

We share all of our work on our owned media: our website and social media profiles We have an editorial calendar that enables us to schedule posts and articles in a way that maximizes coverage

If we think the home was good enough to photograph than most likely, it’s good enough to pitch We’ll create a shortlist of publications and awards that we’ll reach out to individually until we get the greenlight

If we’re running ads, we’ll update the advertising template with new photography and make sure they are used in upcoming issues.

Because our in-house marketing team is always present for the photoshoot, we have photography and video that can be posted in tandem with the professional photography.

Finally, we repurpose!

STEP 5: REPURPOSE YOUR PHOTOS

Photography is a major investment, often the biggest investment a design firm can make after salaries So, it’s crucial to take advantage of EVERY possible avenue for brand awareness and placement Here’s how to ensure every image serves multiple purposes:

You can always take a portrait-oriented frame from any landscape interior shot for use in Instagram stories, emails, and in-feed posts Canva makes this process incredibly easy We like to take big, wide-angle shots and find a small square or portrait-oriented vignette within it It’s easy to turn one photo into three this way And it creates more visual interest in your Instagram feed when you have a variety of wide-angles and close up shots CROP IT,

REPURPOSE TIP

Crop It

You can always take a portrait-oriented frame from any landscape interior for stories, emails, and even other in-feed posts

REMIND EVERYONE OF HOW WONDERFUL YOU ARE

We use project photography in our holiday cards for both clients and design partners For clients, these images serve as a beautiful reminder of their home’s transformation, keeping them connected to our work and inspiring their next project For partners, it’s a way to express gratitude and reinforce our collaboration Who doesn’t love seeing the finished result of their hard work?

REPURPOSE TIP

Holiday Cards

We include our project photography in our holiday cards for both clients and design partners

PITCH OUTSIDE OF THE SHELTER INDUSTRY

Interior design magazines have significantly reduced their print issues since the pandemic Veranda has published only 6 issues per year for over two decades! What does this mean? That print publication, as exciting as it is, could mean you’re waiting a year or more to share your photography While pitching to digital design publications is still a great move, consider submitting your photography to non-design outlets:

Parenting magazines: kids’ bedrooms and playrooms

Cooking magazines: kitchens and dining rooms

Luxury travel magazines: second homes and vacation residences

Business magazines: your firm’s brand story or your perspectives on business

You can tailor photoshoots specifically for these features or repurpose existing images in fresh ways

PARTNER WITH BRANDS

Major brands love high-quality design photography and may be willing to collaborate in ways that attract more clients and buzz for your firm We’ve partnered with Monogram Appliances and Ann Sacks, allowing the use of our photography in their collateral, videos, and promotional materials In return, we gain exclusive access to new collections and visibility in their industry publications You can see how we’ve used the photography in our University Place project by viewing the links below It’s easy to see how one photoshoot can become more than 5 pieces of content:

On our website portfolio

On our website blog

On our Instagram

On our TikTok

In the Houston Chronicle

On YouTube, collaboration w/ Ann Sacks, Designer Home Tours

Beyond attracting clients and getting published, interior design photography serves many strategic goals that can elevate your brand, strengthen your relationships, and expand your awareness to ideal clients But one thing I must stress, as it took me a while to learn it myself, is that photography isn’t just about marketing, it’s about momentum It’s about connection, collaboration, and making every image work harder for you

Key Takeaways:

�� Invest in a professional interiors photographer for portfolio shoots

�� Hire a stylist - they are worth every penny

�� Use your photos across multiple platforms -social, website, PR, partnerships

�� Collaborate with your vendors to get featured in industry publications

�� Mix pro and phone photography to get more content from each shoot

�� Repurpose those photos! Do great work and tell everyone about it Go outside of the design industry The more you share, the more opportunities arise

THE COSENTINO GROUP

THIS GLOBAL, FAMILY-OWNED SPANISH COMPANY PRODUCES AND DISTRIBUTES INNOVATIVE, SUSTAINABLE, AND HIGHVALUE SURFACES FOR THE DESIGN INDUSTRY. THEY WORK WITH THEIR CUSTOMERS AND PARTNERS TO DELIVER INSPIRING SOLUTIONS WHILE ACTING TRANSPARENTLY ON ESG ISSUES.

LUXURY BRANDS UNDER THE COSENTINO UMBRELLA INCLUDE SILESTONE®, DEKTON®, SENSA BY COSENTINO®, SCALEA® AND PREXURY®.

(PICTURED) MOUNTAIN LANE SHOW HOUSE

This is a DesignDash-approved ad

DESIGN SPOTLIGHT

&TEMPEL’S PARK LANE COPENHAGEN

Moody, romantic, and androgenous with sharp masculine lines and feminine furniture silhouettes, Camilla van den Tempel’s recent renovation of Park Lane Copenhagen is perfectly suited to our Valentine’s Day issue The dark tonality, textural diversity, gilded accents, reflective stone, and gentle glow that permeate each space in this historic hotel elevate the curated, contemporary Scandinavian aesthetic without betraying the spirit of old-world glamour

Located in Hellerup just north of Copenhagen the historic building offers a rare combination of grandeur and intimacy Camilla and her team preserved its

architectural details including original high ceilings, restored chandeliers, and intricate stucco while introducing custom furnishings, handcrafted wallpaper, and Antoniolupi bathtubs

Drawing inspiration from both Danish history and international luxury, Park Lane Copenhagen was recognized as part of Small Luxury Hotels of the World even before its grand opening in January 2025 This project cements van den Tempel’s reputation for crafting timeless, high-end spaces that honor their past while embracing contemporary refinement

We hope you enjoy our Q&A with Camilla.

DANISH DESIGNER CAMILLA VAN DEN TEMPEL TRANSFORMS HISTORIC HOTEL

DesignDash: How does Park Lane reflect &TEMPEL's overall vision? Were there any surprising inspirations or decisions during the design process?

Camilla van den Tempel: Park Lane Copenhagen aligns with our overall vision of creating high-end design that is not only aesthetically appealing but also durable and functional. It is crucial for us to maintain focus on all three elements because designs may be beautiful, but if they are not functional or do not last, they are not suited for hospitality.

Naturally, inspiration evolves throughout the design process I have been involved in this project for three years now However, I believe I have managed to stay true to the original vision, which is reflected in how closely the final result mirrors the initials renderings

“What makes Park Lane Copenhagen truly special is the blend between local heritage and international appeal” Camilla van den Tempel, &TEMPEL

DD: How did you balance preserving the building's history with adding modern elements? What was your research process like?

CvdT: I start by envisioning the overall style and color palette, which, in this case, felt almost intuitive from the beginning. From there, I focus on the key architectural elements the framework that defines the space.

For example, a classic wooden floor that complements the building’s historical character, as well as wallpaper and paint that add warmth, depth and personality This approach ensures a balance between honoring the past while integrating modern elements in a way that feels natural

DD: Which design features do you think guests will remember most?

CvdT: Hopefully, they will remember a feeling rather than a specific design element I hope the sense of tranquility, calmness, and well-being will stay with them My goal has been to create an overall ambiance something intangible rather than a single standout feature

DD: What was the biggest challenge during the renovation (if any), and how did you solve it?

CvdT: Park Lane Copenhagen consists of two separate buildings from different time periods, so the biggest challenge was creating a connection between them The solution lay in carefully balancing architectural elements, materials, and design details to ensure a flow while still respecting the character of each building

DD: Can you share more about the custom furniture and craftsmanship in the project?

CvdT: I have always placed great emphasis on the upholstery and seating comfort of my furniture Aesthetically, fabrics add texture and are crucial as they contribute to an exclusive look and feel while making the furniture inviting. The choice of fabrics and style also play a significant role in shaping the overall identity of a space.

That is why I designed most of the hotel’s furniture myself - to ensure that every piece aligns with the overall design vision while maintaining the highest quality to match the rest of the interior

DD: What kind of atmosphere were you aiming to create for guests?

CvdT: A calming and serene atmosphere yet one that remains sophisticated and elegant It should never feel dull or uninspiring, but at the same time, it must now be overwhelming or too bold It is a delicate balance between creating a space that feels both inviting and visually intriguing while maintaining a sense of tranquility

DD: What does this project mean to you personally? How does it fit with the rest of your design portfolio/oeuvre?

CvdT: I am very pleased with the project as it reflects the original vision of blending Scandinavian heritage with sophisticated international inspiration. In recent years, I have focused more on high-end hospitality design rather than residential projects, so this fits perfectly into my portfolio.

It has been a pleasure to be involved from start to finish, having the opportunity to shape the design across the restaurant, lobby, apartments, and various room types

DD: How did you approach blending Scandinavian and international influences?

CvdT: It comes very naturally to me Growing up in Scandinavia, I have encountered numerous sources of inspiration along the way At the same time, I have lived a life of extensive travel, drawing inspiration from all over the world It is this combination of local heritage and global experiences that shapes much of my design and approach

DD: The chandeliers, furniture, and wallpaper are stunning. Can you share details about the artisans or vendors involved?

CvdT: The chandelier was one of the first elements developed early in the design process and was already featured in some of the initial visualizations. My vision was to create a warmer, more modern interpretation of the classic chandelier. It was crafted in collaboration with one of my incredibly skilled partners, a local carpenter who was responsible for the construction, as well as the various shades of smoked oak and brass patinas. The furniture was produced in partnership with a team I have worked with for many years, including the time I designed and sold furniture under my own brand.

Many thanks to Camilla for her interview and to her team at &TEMPEL for sharing photos with us We encourage you to follow her firm on Instagram at @&TEMPEL and to explore her Women, In Their Own Words interview on DesignDash here.

GET

VALENTINE’S Q&A

TO KNOW OUR TEAM AND WHAT WE LOVE

Love and creativity go hand in hand at DesignDash, and what better time to celebrate both than Valentine’s Day? This year, our team took a moment to reflect on the ways we express appreciation, nurture our passions, and stay inspired in our work and lives.

From the small, everyday gestures of care to the big, heart-racing milestones, we shared insights into what fuels our creativity, keeps us connected, and brings us joy. Whether it’s a self-care ritual, a favorite love song, or a professional goal we’re pursuing with passion, this Q&A is a glimpse into the heart of DesignDash.

Melissa (DesignDash Co-Founder): Luke and I are big on love notes We write lengthy, sentimental ones for anniversaries, birthdays, and holidays. And we'll share shorter, sweeter ones when I'm traveling work. I like to leave something on the kitchen island for him to find. I make sure to tell Luke and our children every day how much I love them, how proud I am of them, and how happy I am that they are in my life. We're a touchy-feely sort of family. And now it's rubbed off on my 3-year old son. He'll greet me and then say something like, "I love your eyes, momma."

How do you express love and appreciation in your everyday life personally or professionally?

Laura (DesignDash Co-Founder): Through small, meaningful gestures whether it’s a handwritten note, a quick check-in, or celebrating a win, big or small Gratitude is everything

Tori (DesignDash Social Media Director): I am a big fan of "checking in" on those I care most about From a quick phone call, or an "I'm thinking of you, how did XX go?" text, I always make sure I show up and be there for others

“The glory of friendship is not the outstretched hand, not the kindly smile, nor the joy of companionship; it is the spiritual inspiration that comes to one when you discover that someone else believes in you. ” Ralph Waldo Emerson

Elizabeth (DesignDash Editor-in-Chief): I express love and appreciation by tracking small tasks that are technically someone else's responsibility (like my husband's) but can cause a lot of stress. These little things can add up and become overwhelming, so when I can, I try to take them off their plate.

What’s one thing you love most about your role at DesignDash?

Laura: Helping women design lives that feel deeply fulfilling and aligned Seeing those "aha" moments during our community coffee chats or co-working sessions when everything just clicks is incredible

Melissa: I love the impact that we can have on someone's approach to business To see that our advice can help someone make something more beautiful, while also making more money or getting more free time is everything I like the freedom I have in my own work life and I want every woman who owns a business to have the same

Tori: I feel very inspired by our mission and the content that I am creating on social media I am a big believer in everything that DesignDash stands for and is doing for female entrepreneurs, so it's really rewarding to be able to creatively work on something I am actually passionate about

Elizabeth: I said this during our Holiday Q&A, but I love learning from designers around the world. I was particularly inspired by and impressed with Camilla’s rich, moody historic hotel renovation, which we featured in this issue of the magazine.

Is there a recent project or milestone that made your heart “skip a beat”?

Laura: Launching DesignDash’s community! Creating a PLACE for creative and entrepreneurial women to connect, support each other, and grow has been a dream

Melissa: Getting our founding members in the community was a big deal! We've been refining our goals here at DesignDash for a couple of years now and I feel like we've finally established our driving force: creating a community of female founders supporting each other. And we're doing it in a way that I don't think currently exists. And we have a great group already!

Tori: Working on the content for the launch of the DesignDash community has been so exciting. It's amazing to see the platform come together, officially launch, and have members benefiting from it and participating in it

Elizabeth: The DesignDash Magazine is my favorite project here because it combines all of the best parts of our company: insights from our community, educational content, stunning interiors, thoughtful articles, and incredible art-world visuals

DESIGNDASH CO-FOUNDER LAURA UMANSKY AND HER HUSBAND

What’s your favorite way to show yourself a little extra love or care?

Laura: A long walk with a podcast, a workout with my favorite music, or a solo coffee break with a new book. Seems like I'm all about multi-tasking in my self-care!

Melissa: Ooh, my favorite kind of day, if I'm on my own, is booking a massage or a scrub at the Korean spa. Then when I'm all zen and kneaded through, I'll sit on a patio with a glass of wine and a good book. Throw in a little shopping, and I'm blissful.

Tori: A hot shower at the end of the day followed by my skincare routine and a fresh pajama set make me feel like a new woman at the end of the day!

Elizabeth: I love to paint; currently working on reproducing Georgia O’Keeffe’s New York oil paintings as watercolors Like Melissa said, add a glass of wine, and I’m happy as a clam

Will you gift yourself anything for Valentine’s Day, and if so, what?

Laura: Absolutely a gorgeous new planner (because I’m a sucker for fresh pages) or a luxurious candle I'm all about candles and my lampe berger surrounding myself with my favorite scents is super important to me

Melissa: I've already bought it! I read The Remains of the Day for the first time over my birthday and fell in love with Ishiguro So, I bought four more of his books. Just got a new bookshelf too, so I can buy them all.

Tori: I will 'gift' myself some 'me time' as I am getting together with a few girlfriends for a Galentine's Day brunch.

Elizabeth: I am driving down to LA during Valentine’s Day weekend to see my parents, so that is my gift to myself.

What’s one self-care ritual you wish you could commit to more regularly?

Laura: Daily journaling I love my gratitude journal, and when I'm really on a kick, I pick it up in the

the morning and again before bed. But I'll miss weeks at a time, especially when my schedule includes a lot of travel.

Melissa: I wish I could go to the gym every morning and end with a sauna or steam I go as much as I can, but every day is the dream

Tori: Working out I have good weeks and tough weeks finding time to get it in I wish I could get really consistent with it

Elizabeth: We have a sauna at home that my husband installed I would love to use it more regularly, but I struggle to be still because I often view it as being “unproductive ” I know that I should work on reframing my feelings around self-care Perhaps that’s the ritual I need to commit to

If you could give advice to someone falling in love with their own creative or entrepreneurial journey, what would it be?

Laura: Trust the pivots. Your journey will evolve, and that’s a good thing stay open, stay curious. It's okay to be afraid to start something new, but start anyway!

DESIGNDASH CO-FOUNDER MELISSA GROVE AND HER HUSBAND

Melissa: Progress over perfection. I'm an overthinker, and that kind of attitude leads to paralysis. Believe in yourself, know you deserve all the good you can imagine, and don't let your doubts hold you back.

What’s a professional goal you’re passionate about this year, and how are you working toward it?

Laura: Expanding DesignDash’s reach I’m focused on building community, refining our offerings, and creating tons of value in our very own space for creative entrepreneurs

Melissa: I want to write more, whether that be some of our articles or some of the workshops for our community I'm looking forward to creating and publishing captivating and useful material

Tori: One of my biggest professional goals this year is launching and growing a Design Spotlight series on social media for DesignDash I’m focused on showcasing talented designers, sparking engagement, and building a stronger sense of community

Elizabeth: During the pandemic, I was furloughed from the conservation lab I had worked in for many years due to gathering restrictions, so I shifted my focus to writing and editing

Late last year, I finally opened a painting conservation studio, but shortly thereafter, the fires hit LA. I was born in Santa Monica, raised in the Valley, and spent most of my career in Playa del Rey. So my professional goal for this year is to treat as many paintings damaged by the fires and recovery efforts as I can pro bono.

In the spirit of Valentine’s, who or what has been your greatest mentor or source of encouragement in your career?

Laura: Shout out to all of the women I’ve surrounded myself with mentors, colleagues, and friends who believe in big, bold moves And my husband Michael is my biggest fan and indefatigable cheerleader

Melissa: My husband, no question He believes in me when I don't He pushes me when I'm lazy He comforts me when things don't go my way And he celebrates with me when they do!

Tori: My mom has always been my greatest role model her drive, ambition, and ability to balance a successful career with family have inspired me for as long as I can remember. She’s not only accomplished incredible things in her own career but has also been my biggest supporter, always guiding and encouraging me as I navigate my own path

Elizabeth: My boss and mentor at PC&R, Eugena, was my greatest mentor She dedicated so much time and energy to teaching me She also accommodated my schedule while I attended undergrad and grad school Of course, my parents, Laura and Val, have been my strongest, most consistent source of support There are no better parents in the world!

Is there a painting or other work of art that encapsulates love for you that you often find yourself gravitating toward this time of year?

Laura: Mark Rothko’s deep, luminous color fields especially his red and orange compositions feel like love to me They’re layered, emotional, and completely immersive. We have the Rothko Chapel in Houston, which is truly a special place.

ORANGE, RED, YELLOW, ACRYLIC ON CANVAS, MARK ROTHKO, 1961, FAIR USE

Melissa: Rodin's The Kiss. The surrender to each other, the forbidden love, the placement of his strong hand. Sigh, I'm a fan.

Tori: If floral arrangements count as art, then absolutely! There's something about fresh flowers that feels like a perfect expression of love and renewal, especially with love month in full swing and spring on the horizon. This time of year, I find myself picking up blooms during my weekly Trader Joe’s trips more than ever!

Elizabeth: There are a few! Matisse’s Chapelle du Rosaire comes to mind, as does Edvard Munch’s The Kiss and Sir Edward John Poynter’s Orpheus and Eurydice First, Matisse designed the chapel for his nurse, Sister Jacques-Marie, despite not being a religious man himself He cared deeply for the Sister and the pair shared a profound friendship that was both emotional and intellectual I know Munch’s is a source of some controversy because of the “blobbiness” and his sentiment, but I love how the two figures blend together I think Munch’s commentary on the immersive, encapsulating nature of love (and how it can, sometimes, leave little room for the self) is quite poignant As for Poynter’s Orpheus and Eurydice, every love story (whether family, friend, or lover) is marked by loss and tragedy

R A , R W S

How do you keep love and passion alive in your work over the years?

Laura: By staying curious, evolving, and surrounding myself with creative, driven people who challenge me

Melissa: I step away from it! Avoiding burnout allows me to come back refreshed, more creative, more productive, and more in love with the work I'm a firm believer that absence makes the heart grow fonder with work, too.

Tori: I stay passionate about my work by focusing on industries that truly inspire me. In my previous role, I worked with lifestyle brands stationery, interior designers, jewelry, clothing which made content creation exciting and fulfilling. Now, working with interior designers feels like the perfect fit since I’ve always had a love for design. If I weren’t in social media, I could have easily seen myself in interior design, so this allows me to channel that passion in a creative and meaningful way

Elizabeth: Both writing and conservation are centered around research and continuous learning, so I never tire of either

If you could design the perfect Valentine’s date (for yourself or for you and your spouse/partner), what would it look like?

THE KISS, AUGUSTE RODIN, MARBLE, 1882

ORPHEUS AND EURYDICE, SIR EDWARD JOHN POYNTER, P

(1826-1919)

Laura: A cozy, candlelit dinner at home with Michael: chill music, limited distractions, and, ideally, zero cleanup

Melissa: Ooh, this is a good question because it could be so many different things. So, let me just tell you what we're doing this year because it's pretty perfect for us staying in Austin for the night, dinner at a fancy restaurant (but eating at the bar), seeing a show (we love live music), and lots of time to cuddle and connect 'til brunch (we have reservations for this too we’re big foodies).

Tori: A bay cruise with drinks, appetizers, and good music, then off to dinner somewhere on the water.

Elizabeth: We both love to hike and drive along the Central Coast where we live, so the perfect Valentine’s date would be a hike in Cambria and a drive along the coast, followed by steak tartare and wine at our favorite French restaurant A bit cliché, but there you have it

Valentine’s is about connection what’s one way you hope to connect more deeply with clients or the DesignDash community in 2024?

Laura: More real conversations. I want to hear their stories, challenges, and dreams because that’s what fuels our work

Melissa: We're working on our Guided Design Experience this year at LUDC How do we truly guide clients throughout the creative journey? We're documenting this and making it even better For DesignDash, I'm looking forward to the candid conversations we can now host in the community and all the in-person events we have planned

Tori: I hope to connect more deeply with the DesignDash community by creating engaging, spotlight-driven content that showcases the incredible talent within our network By highlighting designers’ stories and fostering more interactive conversations on social media, I want to build a stronger sense of connection and collaboration

TORI AND HER HUSBAND

THE KISS, EDVARD MUNCH, 1897

My goal is to make DesignDash a go-to space where designers feel seen, valued, and inspired!

Elizabeth: For my conservation work, I hope to receive more personally meaningful projects from clients. My favorite projects are those that truly matter to the clients a portrait of a beloved family member, a painting by their father, etc. For DesignDash, I hope we can interview more women for Women in Their Own Words!

What do you love about each of your DesignDash co-workers?

Laura: Their passion, their ideas, and the way they show up fully for this mission DesignDash wouldn’t be the same without them

Melissa: I admire Laura's vision and optimism She never sees failure, just lessons, and I wish that I could steal a little of that sometimes Tori is a bright ray of sunshine, and I love how she juggles doing an amazing job with socials and content while also putting family first I know that's not easy, and if she ever had a bad day, you'd never know There's a grace and beauty in that And lastly, I love Elizabeth for her immense wealth of knowledge and her ability to turn something mundane into something poignant and meaningful She is an excellent writer, who can balance poetry with professionalism I may say I'm an intellectual, but Elizabeth's the real deal!

Tori: Laura is an incredible leader she sets big goals, supports her team, and always finds a way to make things happen. What I admire most is how she

balances her sharp business mindset with humor, quick wit, and an energy that makes every project (and just being around her) fun balances her sharp business mindset with humor, quick wit, and an energy that makes every project (and just being around her) fun

Melissa is truly amazing at what she does Her ability to think through every detail of new projects and ideas is so impressive, and she has such a wealth of knowledge to share She’s such a kind and thoughtful person, and I love how she always prioritizes her marriage and family it’s so fun hearing what they’re up to outside of work

Elizabeth is a constant source of inspiration with the way she brings fresh, creative ideas to our blog that truly speak to our audience She has an incredible ability to make content not only insightful but also fun and shareable, which is such a gift On top of that, the way she carries herself with sophistication and her deep love and knowledge of the arts is so inspiring to be around!

Elizabeth: After Tori joined DesignDash, I felt like our team was truly whole. She is

FLOWER STUDY, JAMES EDWARD HERVEY MACDONALD (ENGLISH, 1873-1932)

ELIZABETH AND HER HUSBAND

clever, insightful, creative, and has such an eye for beautiful content I also admire how she balances her dedication to family with reliably producing truly great work We lucked out with Tori

Through her vision, dedication, and endless hard work, Laura has pushed us to achieve great things with DesignDash She is an effective leader who honors everyone’s individual talents while keeping us focused on the 'big picture' when we need it most

I’ve spent the most time with Melissa and consider her a platonic twin flame though there are qualities she possesses that I lack (and envy) She gives so much to DesignDash, LUDC, and her family while suffusing her life with the kind of romanticism, intellect, and depth that I could only aspire to. She also cares about protecting artists and preserving the human element that makes art meaningful, evocative, and resonant.

And lastly, what’s your favorite Valentine’s Day candy or treat? What’s your favorite love song?

Laura: M&Ms, always. Love song? Lover, You Should’ve Come Over by Jeff Buckley it's raw, beautiful, and full of longing.

Melissa: Chocolate truffles really decadent chocolate But also, Reese's Our song is The Only Ones Who Know by the Arctic Monkeys Can't you tell we met in 2010?

Tori: Anything chocolate (with ice cream!) Joy of My Life by Chris Stapleton

Elizabeth: Our farmer’s market has an incredible Persian love cake with a spiced frosting that is to die for My favorite romantic love song is Cariño by The Marías For one of our first dates, my husband and I saw The Marías perform at the Skirball Center, and this song was released the same year we got together I love them; their sound is so dreamy My all-time favorite love song (which I don’t see as

romantic, but I know the artist wrote it to be so) is Randy Travis’ Forever And Ever, Amen, which my father sang to my sister and me every night as children

THANK YOU TO THE DESIGNDASH TEAM FOR PARTICIPATING IN THIS Q&A!

THE DESIGNDASH COMMUNITY

DESIGNDASH IS A MODERN MEMBERSHIP COMMUNITY HELPING INTERIOR DESIGNERS LAUNCH, GROW, OR PIVOT THEIR BUSINESSES WITH CONFIDENCE. WITH EXPERT WORKSHOPS, BUSINESS TOOLS, AND STRATEGIC NETWORKING, WE PROVIDE THE GUIDANCE TO AVOID COSTLY MISTAKES AND ACHIEVE SUCCESS. JOIN US TO DESIGN A BUSINESS – AND LIFE – YOU LOVE. WE INVITE YOU TO JOIN THE COMMUNITY—OPEN NOW!

This is a DesignDash-approved ad (PICTURED LEFT) CO-FOUNDERS LAURA & MELISSA (PICTURED RIGHT) THE DESIGNDASH COMMUNITY

WHAT WE WISH HIGH POINT MARKET HAD

HOW HPMKT COULD BETTER CATER TO DESIGNERS

There’s nothing quite like High Point Market the energy, the inspiration, the rush of discovering the perfect piece for a project or attending an incredible party after hours It’s a whirlwind of showrooms, vendor meetings, and sore feet, but we keep coming back because HPMKT is the US-based design event

At DesignDash, we attend Market twice a year often with our Mastermind group or members of our community to immerse ourselves in the latest trends, connect with industry leaders, and support our favorite vendors We’ve also hosted insightful workshops, showroom tours, live podcast recordings, and dynamic panel discussions at High Point

We love so much about Market the access, the inspiration, the chance to connect with our community but, like most design markets and conferences, it’s not perfect

Every time we go, we find ourselves saying, “I wish they had…” If you’ve ever struggled to find an open table for dinner, waited 45 minutes for a ride, or longed for more emerging designers to shop from, you’re not alone

Here’s what we wish HPMKT had with insights from DesignDash’s Co-Founder Melissa Grove

HERE’S WHAT WE WISH HIGH POINT MARKET HAD

#1 EXPANDED DINING AND NETWORKING OPTIONS

Once the showrooms close, the social scene at High Point Market disappears If you already have a dinner reservation or a happy hour invite, you’re golden But if not? Good luck finding a spot that isn’t packed to the brim

“I often feel like once we've left Market for the day, the chances to network and socialize go to zero, ” says Melissa Grove. “This could be because I'm more of an introvert, and so once I'm at the hotel, I'm isolating myself. But I do wish there were more options for pop-up dining and largercapacity happy hours. I have been to a couple, but they were hard to locate, and others are really exclusive.”

Most of us have felt this frustration while attending High Point. Dinner reservations at Market fill up fast, and many of the happy hours are invite-only meaning that if you don’t have an in with the right crowd, your networking opportunities stop the moment the showrooms close

But so much of what makes Market valuable happens outside of showroom appointments those casual conversations over cocktails, the spontaneous connections with fellow designers, and the chance encounters that lead to collaborations

We would love to see more informal gathering spots where designers, vendors, and buyers could mix and mingle without needing an exclusive invitation Think walk-up cocktail hours, communal dining spaces, or even themed food truck nights with open seating More reservationfree options would make it easier for designers

(LEFT) AMBER LEWIS, (RIGHT) DESIGNDASH MASTERMIND ATTENDS PARTY AT HPMKT FALL 2022

especially those who are new to Market or attending solo to connect in a low-pressure setting

After all, some of the best insights and collaborations don’t come from structured panels but from spontaneous conversations over drinks

#2 MORE RELIABLE SHUTTLE SERVICES

Getting around Market during the day? A breeze, thanks to the Go Anywhere shuttles Getting around after Market? That’s a different story

“The Go Anywhere shuttles are a great resource, but the ride-sharing services are pretty bad, ” says Melissa “I've waited upwards of 45 minutes in the after-hours, which can make staying in High Point

“The need for connection and community is primal, as fundamental as the need for air, water, and food.” Dean Ornish

for the fun evening events a no-go. I'd love to see some of the shuttle services expanded.”

For those staying in Greensboro, Winston-Salem, or even farther out, this is a major problem. If you know your Uber or Lyft might take an hour to arrive, you’re far less likely to stick around for that networking event, dinner, or cocktail hour which means that many attendees opt out of evening events entirely just to avoid getting stranded.

Expanding shuttle services to include dedicated late-night routes, express shuttles to hotels, or even an official Market ride-share partnership could solve this issue. Another idea? Prescheduled ride-shares for Market attendees staying in the same areas, so designers can book a group ride in advance instead of competing for limited availability at the end of the night

HPMKT should make staying out for evening events just as seamless as getting to Market in the morning

#3 MORE EMERGING, INDEPENDENT, AND SUSTAINABLE VENDORS

We all have our go-to vendors at High Point Market, but part of the magic of Market is discovering something new. The problem? Big brands dominate the showroom floors, while smaller, independent designers are harder to find.

“While we love our favorite vendors at High Point, I'd like to see more emerging, independent, and sustainable vendors, ” says Melissa “I have seen smaller brands in Market Square, and maybe there are others, but I'd appreciate the option to shop a variety of businesses and artisans. ”

Many designers come to Market looking for one-of-a-kind pieces, handmade goods, or brands that prioritize sustainability but those businesses often get overshadowed by the industry giants. Sure, there are pockets of independent vendors in places like Market Square, but you have to know where to look.

High Point could elevate these brands by creating a dedicated pavilion or section for emerging, independent, and sustainable designers a space where attendees could browse new talent in a curated, easy-to-navigate setting. Think of it as the “Future of Design” showcase. Market-goers could go there to explore handmade furniture, sustainable textiles, and next-gen designers pushing the industry forward.

Not only would this help smaller vendors gain visibility, but it would also give designers a fresh perspective beyond the big-name brands they already know

#4 MORE COMMUNITY ELEMENTS AT SHUTTLE STOPS

If you’re commuting from Greensboro, you know the drill: early morning shuttle, long ride, straight into the Market hustle It’s functional, but it doesn’t exactly build a sense of community

“With the commute from Greensboro, you lose the community element of HPMKT, ” Melissa points out “There should be little pop-ups at all of the shuttle stops ”

Instead of just waiting for a ride in silence, you could grab a coffee from a pop-up espresso cart, chat with fellow designers at a networking lounge, or browse a small vendor showcase while waiting for your shuttle By turning shuttle stops into mini gathering hubs, High Point Market could extend the Market experience beyond the showroom floors keeping designers engaged and excited about the weekend instead of tuning in and out

#5 IMPROVED DIGITAL INTEGRATION FOR EASIER NAVIGATION

Even if you’ve been to Market a dozen times, navigating 11.5 million square feet of showrooms is no small feat. The existing apps and maps help, but there’s still room for improvement.

A more intuitive app with real-time updates, better showroom filtering, and easy access to events would make planning your day (and actually sticking to that plan) a whole lot easier Right now, many designers rely on word-of-mouth or last-minute emails to hear about showroom events, panel discussions, or product launches A smarter, more interactive Market app could streamline this by offering real-time updates on showroom events (so you never miss an exclusive preview), a "favoriting" feature to bookmark vendors you want to visit, and push notifications for last-minute openings at happy hours or workshops

#6 MORE EDUCATIONAL WORKSHOPS AND SEMINARS

High Point Market already offers some great educational sessions, but many designers feel there’s room for more depth and diversity in the programming. Right now, the focus tends to be on trend forecasting and product insights, which are valuable, but what about business growth, client relationships, sustainability, or even mental wellness for firm owners?

Designers don’t just come to Market to shop they come to learn. Many are running their own firms, balancing client work with business development, and navigating an ever-changing industry. They want tangible takeaways they can implement when they return home not just broad overviews of style trends. They also want community and support.

Imagine if High Point hosted more masterclasses on pricing strategy and profitability for designers, hands-on workshops on sustainable materials and sourcing, legal and contracts bootcamps for interior design firms, panel discussions with successful designers on scaling a business, or mental health and work-life balance talks

These deeper, more strategic educational opportunities would make High Point Market feel like an investment in a designer’s career instead of just a product showcase

Until then...

We’ll appreciate what the market does have and keep coming back to High Point (sore feet and all).

KARA DUFFY TALKS

DREAM BUSINESS BUILDING

Why building selfish businesses is the key to creating lives we love

Host of the Powerful Ladies Podcast and a recent guest on our own DesignDash Podcast, Kara Duffy is a business strategist and creative entrepreneur whose journey began with launching her first venture at just nine years old. Over the years, she has built an impressive career from leading product and strategy for global brands like Puma to pioneering innovative approaches for small business owners.

Kara now coaches entrepreneurial women and creative business owners on how to boost revenue, streamline operations, and design a

fulfilling life without falling prey to the “work-life balance” myth But this isn’t another “work harder, grind more” pep talk

It’s a wake-up call to slow down, simplify, and trust that your value doesn’t come from the hours you put in it comes from the impact you create. In this article, we synthesize her advice on building a dream design business into a series of do’s and don’ts. Kara’s advice is actionable, relatable, and delivered with a dose of humor that’ll leave you inspired and ready to shake things up.

“I TRULY BELIEVE WE SHOULD BE BUILDING SELFISH BUSINESSES THAT IS, BUSINESSES DESIGNED FOR OUR BEST LIFE.”

Kara emphasizes the need to blend creative passion with smart systems through process documentation, meaningful networking, and confident pricing to build a sustainable business She advocates for a “selfish” business model that prioritizes personal freedom ensuring your enterprise serves your ideal life rather than consuming it

KARA DUFFY

6 STEPS TO BUILDING YOUR DREAM BUSINESS

With insights from Kara Duffy.

STEP 1: DEFINE YOUR VISION AND VALUES

To build a dream design business, start by defining your vision and values using Kara Duffy's “selfish business” mindset. Focus on what matters most to you whether it’s spending quality time with family, pursuing creative projects, or enjoying the flexibility to set your own schedule and let these priorities shape your decisions.

Embrace your inherent worth and create a business that reflects the life you want, not one built on sacrifice or others’ expectations As Kara explains, “We’re so good at taking on everyone else’s shoulds and coulds and what-ifs, but we need to be honest about our own values. It’s not fair to live based on someone else’s expectations. ”

Ultimately, commit to a business that serves your best life As she puts it, “I truly believe we should be building selfish businesses that is, businesses designed for our best life. Why build a business to serve everyone else when it should work for you?”

STEP 2: SYSTEMATIZE YOUR OPERATIONS

Efficient systems are the backbone of a dream design business. Kara Duffy advises, “One of my favorite phrases is: automate, delegate, or delete. ” By documenting your processes, you eliminate unnecessary tasks and free up creative energy for what truly matters.

That might be through detailed checklists, organized spreadsheets, or project management tools like Monday com Regardless, Kara emphasizes that having a repeatable system prevents you from reinventing the wheel with every new project; instead, your process becomes like an accordion that can stretch to include all the details or collapse to highlight the key touchpoints

This not only ensures consistency and quality in your work but also enables you to scale your business efficiently With clear systems in place, you can delegate routine tasks or automate them, giving you back precious time to focus on creative strategy and client relationships

STEP 3: BUILD A ROBUST NETWORKING SYSTEM

Kara Duffy believes that a well-organized networking strategy is essential to sustaining a thriving design business.

“A NETWORKING TRACKING SHEET IS A GAME CHANGER.”

By logging every vendor, client, or potential collaborator you meet, you ensure that no connection is lost and that you're always top-of-mind when opportunities arise Kara explains that, rather than letting these encounters fade into memory, capturing them systematically can lead to “magical calls” and unexpected business opportunities

She also advocates for curating authentic relationships focusing on genuine, friendship-like connections over transactional interactions Instead of the standard exchange of business cards, she recommends organizing curated events or informal gatherings where these relationships can deepen naturally. This approach not only turns fleeting meetings into lasting bonds but also transforms your network into a living resource that actively fuels your business growth.

Recognizing your worth is fundamental to building a sustainable design business Kara Duffy encourages you to test higher pricing even doubling your fees to filter out clients who truly value your work As she puts it, “Every time I test a new price and a client says, ‘Oh, that's it? This is such a great value,’ I kick myself I should have four-x-ed it.”

In taking Kara’s advice, you’ll not only affirm your value but also signal to potential clients that your work is worth every dollar Equally important is setting clear boundaries: establish firm payment and scheduling structures to protect your time and ensure you’re not overextending yourself She also advises that, early on, you should seek out a coach or mentor who has successfully navigated similar challenges someone who can guide you to set rates that reflect your true value rather than defaulting to prices that fall short of your impact

By pricing confidently and maintaining these boundaries, you attract clients who appreciate your expertise and create a business model that honors both your creative vision and your well-being Don’t sell yourself short!

STEP 5: INVEST IN CURATED COACHING AND MENTORSHIP

A strategic coach or mentor can be the much-needed guiding force that bridges your creative vision with business acumen. Kara Duffy emphasizes the importance of finding a partner who not only understands design and business but has also worked with businesses similar to yours in size and team structure. She advises, “If you're evaluating a coach for yourself, you want to find someone who definitely shares values with you, ” and adds that you must select a coach who understands your unique lifestyle components

Whether you're a business owner juggling parenthood or navigating a partnership with a romantic partner, choose someone who has experience with similar dynamics ensuring that your business strategy aligns with your personal life and priorities In doing so, you’ll learn to set clear boundaries, avoid undervaluing your services, and bypass rookie mistakes

STEP 4: PRICE YOUR SERVICES CONFIDENTLY

STEP 6: DESIGN A LIFESTYLE-FRIENDLY SCHEDULE

Creating a schedule that honors both your creative energy and personal well-being is essential for a thriving design business While she isn’t a fan of the “work-life balance” obsession in our culture today, Kara Duffy emphasizes the need to stop overworking, urging, “Everyone listening, please stop working more than 40 hours a week just immediately stop doing it, ” because excessive hours lead to burnout and diminish the joy in your work. Instead, she recommends intentionally designing your week with a focus on 20 to 40 hours of dedicated, high-impact work.

This means planning your schedule carefully using tools or spreadsheets to map out your tasks, appointments, and creative sessions so that you reserve clear blocks of time for strategic thinking, innovation, and personal pursuits. Delegating routine tasks and automating repetitive processes further ensures that you remain in your “zone of genius, ” while safeguarding time for family, self-care, and the inspiration that fuels your creativity. Find ways to scale back your hours without losing your impact, and you won’t regret it. As Kara notes, “If you had freedom of time in 2025 if you decided to close your doors at 4 PM every day you’d get back 365 evenings with your family. Freedom of time is the ultimate goal.”

But remember, if you occasionally work more than 20 hours a week, that’s okay!

WHAT ABOUT PITFALLS TO AVOID?

Overworking and Burnout: Avoid the mindset that more hours equal more success. Overextension often means you’re not working efficiently.

Neglecting Process Documentation: Relying on memory or improvising each time can lead to inconsistencies and wasted effort. Failing to systematize your workflow means you’ll repeatedly reinvent the wheel on every project.

Undervaluing Your Services: Don’t settle for low fees or say yes to every client out of fear of losing opportunities Undercharging not only diminishes your worth but can also lead to unsustainable work conditions

Ignoring Networking Opportunities: Without a proper system to track and nurture connections, valuable opportunities can slip away Don’t treat networking as a one-off event; it’s an ongoing process of relationship building

Lack of Clear Boundaries: Without set boundaries, clients may overrun your schedule or demand last-minute changes that disrupt your workflow and personal life Stick to your pricing, timelines, and working hours

Falling for “Bigger is Better” Mentalities: Avoid trying to mimic the structure of large corporations if it doesn’t align with your creative identity Instead, build a business that’s lean, efficient, and true to your personal values

THEY’RE SO DREAMY...

DREAM COLLABS FROM OUR WOMEN, IN THEIR OWN WORDS CONTRIBUTORS

Antonia Caicedo Design Director and VP at JIMECO

As part of our Women, In Their Own Words interview series, we ask: "If you could collaborate with any historical figure (artist, designer, writer, etc ), who would it be and what would you create together?

For this issue of The DesignDash Magazine, we have selected responses from three WITOW contributors as well as those from our founders Melissa Grove and Laura Umansky We hope their answers inspire you, too!

“Collaboration

is like carbonation for fresh ideas Working together bubbles up ideas you would not have come up with solo.”

– Caroline Ghosn

I am an absolute admirer of the great Mies Van der Rohe. He was a master in architecture and designed some of the most iconic furniture pieces of modern times. I would love to create a furniture collaboration with such a legend.

Read Antonia’s full interview here.

THE LETTER, LUDWIG GLOSS, 19TH CENTURY

LEFT: CROWN HALL AT ILLINOIS INSTITUTE OF TECHNOLOGY, ATTRIBUTED TO ARTURO DUARTE JR , CENTER: CHICAGO FEDERAL CENTER, RIGHT: SEAGRAM BUILDING

THE BANQUET OF CLEOPATRA, GERARD HOET (DUTCH, 1648-1733)

Camilla van den Tempel Founder of &TEMPEL

Bre Hance Founder and Principal Designer of InHance Design + Build

Cleopatra would be fun. She’s beautiful, creative and smart. We’d have fun and would come up with some next-level modernized Greek and Egyptian aesthetics.

Read Bre’s full interview here

It would undoubtedly be Rembrandt. I’ve always been captivated by the depth and drama of his work, especially his use of large canvases and the richness of the dark Renaissance style.

Together, we would create an immersive, grand historical room inspired by his signature tones, bringing his paintings to life The room would be characterized by a sense of heaviness and a dramatic allure that draws you in The design would mirror the impact of his monumental canvases, transforming his artistic style into reality

Read Camilla’s full interview here

Laura Umansky DesignDash Co-Founder, Founder & CEO of Laura U Design Collective

If I could choose anyone to collaborate with, it would be the masterful Carlo Scarpa

We would combine his precise and thoughtful approach to materials with my focus on creating bright, bold & contrasting spaces. Scarpa’s innovative use of materials like concrete, glass, and wood, would perfectly complement the contemporary and sometimes quirky aesthetic I love.

It would be a dream to mesh his architectural insights with my design aesthetic we would create something timeless, tectonic, and intriguing.

LEFT: THE NIGHT WATCH , 1642, CENTER: PORTRAIT OF HAESJE JACOBS, 1634, RIGHT: SELF PORTRAIT, 1658

WHARTON WINNER OF THE PULITZER PRIZE FOR FICTION PICTURED IN 1895

Melissa Grove DesignDash Co-Founder, COO of Laura U Design Collective

It could be SO many people, but thinking in terms of interior design, Edith Wharton I love her writing, her voice, her characters I think Age of Innocence has one of the best endings to a novel ever crafted And her book The Decoration of Houses (I think may be one of the first books on interior design?) has inspired so many designers since

Together, we would be writing about contemporary design with a clear bias toward the things we like, while also openly criticizing the things we don't

EDITH

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