In this episode, I’m speaking with Eileen Applebaum, the founder and creative director of Threads Soft Goods. Eileen shares her unconventional path from being a Certified Public Accountant (CPA) at a Big Four firm to becoming a prominent figure in the interior design and retail industry. She discusses the concept of “dynamic tension“—the delicate balance between business acumen and creative expression—and how it has defined her 35-year career.
In the world of interior design, there is a pervasive myth that one must choose between the left-brain rigor of business and the right-brain flow of creativity. Eileen Applebaum, the founder of Threads Soft Goods, spent 35 years proving that the most sustainable success actually exists in the “dynamic tension” between the two.
Applebaum’s journey didn’t begin at an easel, but at a ledger. Despite a childhood obsession with redecorating, she initially earned a degree in accounting and passed the CPA exam. Though she realized within twenty-four hours of starting at a Big Four firm that it wasn’t her calling, she stayed for three years to earn her certification—a move that provided the foundational “armor” for her future entrepreneurial ventures.
Her subsequent twenty-year tenure at Crate & Barrel served as a “retail laboratory.” Rising to become a buyer for textiles and rugs, she mastered the efficiencies of large-scale production. However, as the industry shifted toward a more “ruthless” corporate model, Applebaum sought a return to ethics and craftsmanship.
Today, Threads Soft Goods represents the pinnacle of that evolution. Eschewing the industry’s reliance on synthetic “performance” fabrics and digital printing, Applebaum remains a purist. Her collections are defined by heritage techniques: hand-beaded metal embroidery, silk Shibori, and natural fibers sourced from artisans in India and the Philippines.
By partnering with Brownley Curry of Currey & Company, Applebaum has merged her boutique creative vision with high-level organizational structure. Her recent move to the New York Design Center marks a new chapter, proving that in a world of fast-moving trends, there is still a massive appetite for products with a soul, a story, and a spreadsheet-certified foundation.
The Unlikely Beginning: Despite a lifelong passion for interior design, Eileen initially followed a practical path, earning an accounting degree and passing the CPA exam. She describes her realization that accounting wasn’t her calling just one day into her professional career, yet she fulfilled her three-year commitment to secure her certification.
The Retail Laboratory: Eileen’s transition into design began at Crate & Barrel in Cambridge, MA, where she worked as a salesperson while attending design school. She eventually spent 20 years with the company, rising to become a buyer for textiles and rugs, an experience she credits with teaching her the efficiencies of large-scale production.
Threads Group vs. Threads Soft Goods: Eileen recounts the evolution of her business, starting with Threads Group in 2007, which focused on selling to mass retailers. She eventually pivoted to Threads Soft Goods in January 2024, shifting away from mass markets to focus on high-end, boutique-scale luxury products for interior designers and high-end boutiques.
Artisan Craftsmanship & Natural Materials: A hallmark of Threads Soft Goods is its commitment to handmade, natural materials. Eileen emphasizes her refusal to use synthetic performance fabrics or digital printing, opting instead for heritage techniques like silk Shibori and hand-beaded metal embroidery sourced from partners in India and the Philippines.
The Importance of Community and Ethics: Eileen highlights the role of long-standing relationships and ethical business practices in her success. Her partnership with Brownley Curry of Curry & Company has provided the organizational structure and “armor” necessary to scale her vision while maintaining creative control.
A former media executive trades corporate strategy for interior design, only to discover the same rules still apply. In a rapidly evolving industry shaped by AI, rising client expectations, and economic pressure, design has become as much about systems as it is about style. This conversation reveals how one designer is navigating that shift by treating every project like a campaign with outcomes that extend far beyond aesthetics. A conversation about reinvention, material intelligence, and why the most effective designers today think in terms of ROI, storytelling, and client experience.
This episode explores the intersection of creativity and commerce through the lens of a designer who entered the field from a high-level media sales background. What began as a personal creative outlet quickly evolved into a full-scale practice shaped by client service, strategic thinking, and an understanding of how to build and communicate value.
The conversation moves from career transition to the realities of running a design firm in a post-pandemic environment where expectations have shifted dramatically. The rise of AI-driven tools, the normalization of photorealistic rendering, and the increasing demand for certainty have fundamentally altered the creative process. At the same time, economic pressure and market saturation are forcing designers to rethink how they position their services and allocate resources.
At its core, this conversation with Christina reframes interior design as a business discipline—one rooted in storytelling, measurable outcomes, and deeply personalized client experiences.
From Passion to Practice
The transition from corporate media to design highlights how creative careers are often built on personal discovery rather than formal training. What begins as instinct becomes refined through experience, mentorship, and repetition.
Design as a Business Model
The modern design firm operates less like a studio and more like a service-driven business. Client communication, budgeting, documentation, and logistics now dominate the process, leaving a smaller percentage of time for pure creative exploration.
The Expectation Economy
Clients today expect clarity, precision, and predictability. The widespread use of 3D rendering and AI visualization tools has created an environment where design is no longer interpretive but prescriptive.
Storytelling as Strategy
Projects are approached as narratives, not just spaces. Each design reflects a client’s current life stage, aspirations, and daily rituals, aligning emotional goals with functional outcomes.
Material Intelligence
Staying relevant requires constant learning. Emerging materials, new fabrication techniques, and evolving product categories demand ongoing engagement beyond the screen and inside showrooms, workshops, and trade events.
Marketing in a Saturated Landscape
With an influx of designers and limited client attention, differentiation is critical. Targeted messaging, clear brand identity, and consistent content creation are no longer optional—they are foundational.
AI and Authenticity
Artificial intelligence offers efficiency but introduces risk. Overuse can dilute originality and create a disconnect between concept and execution, reinforcing the importance of human curation and technical expertise.
Rethinking ROI
Return on investment in design is shifting away from resale value toward lived experience. A successful project improves how a client functions, feels, and connects within their space.
Career transition from media sales to interior design and the role of prior experience in shaping a new business
The evolution of regional design markets and the rapid sophistication of cities like Austin
The operational reality of design firms and the imbalance between creative work and administrative demands
The impact of AI and rendering technology on client expectations and design delivery
Applying campaign strategy, KPIs, and ROI thinking to residential design projects
Deep client onboarding processes and uncovering behavioral needs beyond surface preferences
The limitations of design education and the importance of real-world business knowledge
Strategies for staying current with materials, fabrication methods, and vendor innovation
The role of trade shows and immersive environments in sourcing and inspiration
Building a marketing strategy that targets a specific client profile rather than a broad audience
Balancing content creation with core design responsibilities in a digital-first landscape
Navigating earned versus paid media and understanding the value of each
Allocating marketing budgets across photography, PR, awards, and advertising
Adapting to economic shifts through flexible service offerings and phased project models
Maintaining brand integrity while expanding accessibility to different client tiers
Design is no longer just about creating beautiful spaces. It is about building systems that deliver clarity, confidence, and measurable impact. The firms that succeed will be the ones that embrace this complexity—balancing creativity with strategy, and intuition with intention.
A conversation with Nick Cryer from Berkeley Place on balancing heritage preservation with modern, sustainable design innovations. After spending over thirty years in media, you develop a keen ear for the difference between a trend and a philosophy. My conversation with Nick from Berkeley Place was a masterclass in the latter. We sat down to explore the intricate dance of high-end residential restoration, a world where the weight of history meets the uncompromising demands of modern luxury.
What struck me most was the inherent tension between time, cost, and quality.
In our world of instantaneous communication and “Amazon Prime” expectations, the craftsmanship required to restore a listed Georgian property in a place like Bath simply cannot be rushed. Nick pointed out that while we can accelerate many things, we cannot accelerate the soul of a building. When you are dealing with Historic England and the preservation of original fabric, you aren’t just a builder; you are a steward of a narrative that started centuries before you arrived.
We also dug into the “Material Intelligence” of these older structures. There is a common misconception that heritage buildings are inherently inefficient. In reality, the thermal mass of thick stone walls often outperforms the “thin-skinned” structures of today. The challenge lies in the surgical integration of 21st-century life, sophisticated kitchen suites, seamless technology, and sustainable upgrades like sympathetic double glazing, without erasing the character that made the property valuable in the first place.
Since the pandemic, the kitchen has evolved into a high-functioning hub that requires more infrastructure than original floor plans ever intended. Seeing how Berkeley Place navigates these installations, sometimes building “rooms within rooms” to protect original plasterwork is a testament to the level of detail required at this level of the industry. It’s a reminder that true luxury isn’t just about the finish; it’s about the invisible infrastructure and the respect for the hands that laid the first stones.
Key Discussion Points
The Evolution of Professional Communication: Nick reflected on over 40 years in the design and consulting industry, noting the dramatic shift from paper letters to the instantaneous nature of modern communication. Today, client expectations are driven by constant connectivity, often requiring multiple communication channels to confirm receipt of information.
The Interplay of Time, Cost, and Quality. A core principle in Berkeley Place’s project management is the dynamic relationship between time, cost, and quality. Nick emphasized that while high-speed delivery is often requested, achieving top-tier quality in restoration—particularly with historical materials—requires a significant investment of time.
Preserving Historical Fabric Under Regulation. The conversation touched on the strict regulations governing “listed properties” in the UK, managed by Historic England. Nick explained the complexities of altering these buildings, where even internal features and original windows are often protected to maintain the character and historical narrative of the structure.
Integrating Sustainability in Heritage Design. Despite rigid preservation laws, the industry is gradually seeing a shift towards allowing sustainable upgrades, such as double glazing and improved insulation, provided they are sympathetic to the original design. Nick noted that older structures, with their thick stone walls and natural thermal performance, often offer inherent sustainability advantages over modern, thinner-walled builds. Modern Kitchen Functionality in Historic Spaces The pandemic has redefined the kitchen as a central social and functional hub, requiring more sophisticated appliance suites and technology. Adapting these modern requirements to historic layouts often involves creative solutions like building internal partitions to accommodate new plumbing and infrastructure without damaging the original building fabric. Applicable Elements
Berkeley Place: For more information on Nick’s work in high-end residential restoration and property development.
Historic England: Information on the regulatory body overseeing the listing and preservation of historical buildings in the UK.
Bath, UK: Context on the Georgian architecture and heritage management discussed during the conversation.
Every now and then, I like to hop into the wayback machine and share a fresh listen to conversations that influenced our current times. The one you are going to register to today was recorded live in 2014 from DIEM, Design Intersects Everything Made symposium presented by the West Hollywood Design District featuring Frances Anderton, then with KCRW ad Jeff Denby, co-founder and then with Pact. A clothing brand you will be hearing more about.
The following conversation was focused on values based capitalism, an economic model with which places value on profit generation that also generates positive social impact.
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As you listen to this chat between Frances and Jeff, you might notice the “feel-good” vibes and high ideals that come from a focus on values based consumerism patterns. Buy well-made products that come from sustainably based materials and made by people who are valued to those producing the products and then by those who buy the product. At the time of this recording, this idea was catching on and even now, companies that have a value-system connected directly to products speak openly about the social capital being generated. I would argue we hear far less now because sustainability has been linked politically to DEI, and there is a group of people who see that has more of a social ill, than a societal benefit. I’m not here to change any minds, only share different perspectives. And this is one worth sharing with the hope that it will make a return, not just in fashion or consumer packaged goods, but in the home decor and architectural materials sectors.
Consumer Awareness Evolution
How Whole Foods and the food industry educated consumers about product origins.
Extension of that curiosity to body care and apparel: understanding what goes on the skin and into daily wear.
The role of design in making sustainable products attractive and desirable.
Philanthropy and Social Impact
Early collaborations with nonprofits through limited-edition collections and direct aid.
Shift toward improving the lives of workers within the supply chain.
Emphasis on economic, environmental, and social impact as part of the business model.
Challenges of Domestic Manufacturing
Difficulties of reviving large-scale apparel production domestically, including labor costs, fractured supply chains, and compliance issues.
Comparison with global supply chains and the decision to work where systems already exist.
Insights from attempts at localized production and the challenges of sustainable sourcing.
Product Expansion and Market Strategy
Focus on apparel basics for the emerging generation of socially conscious consumers.
Building a generational brand by appealing to evolving values.
Commitment to price accessibility while maintaining sustainability and ethical production.
Supply Chain Ethics and Certification
Working exclusively with certified factories and farms to ensure fair labor practices.
Ensuring worker protections and representation, including female supervisors.
Direct engagement with farmers and supply chain partners to secure market access and stability.
Sustainability and Waste Management
Recycling factory scraps and leftover materials into new products.
Finding secondary uses for garment remnants, including mattress filling.
Factories incentivized to reduce waste as part of both economic and environmental sustainability.
Consumer Education and Transparency
Educating customers about the human and environmental story behind clothing.
Leveraging social media, coalition branding, and events to communicate supply chain practices.
Positioning Pact as a non-toxic apparel brand with safe-for-skin products.
Research and Industry Collaboration
Participation in textile and sustainability coalitions with like-minded brands.
Supporting the growth of organic cotton farming and sustainable supply chains.
Promoting transparency in manufacturing practices and educating the public on chemical exposure in conventional apparel.
Ethical apparel requires intentional design, transparent supply chains, and collaboration across the industry.
Consumers increasingly demand products that are safe, well-designed, and socially responsible.
Philanthropy is most effective when integrated into the core business, benefiting both workers and communities.
Scaling sustainability in mass-market apparel is challenging but possible with careful planning, partnerships, and public education.
Conscious Basics: How Textiles Can Be Ethical, Sustainable, and Stylish
In an era when consumers increasingly demand transparency and ethical responsibility, Pact is reshaping the apparel industry by marrying sustainability, social impact, and thoughtful design. Co-founder Jeff Denby spoke with Frances Anderton in 2014 about the philosophy behind the brand, tracing a journey from organic cotton farms in India to certified factories in Turkey, all with the goal of delivering high-quality, accessible clothing that respects both people and the planet.
Denby notes that consumer awareness has evolved in stages. Shoppers first became curious about food origins, learning that groceries come from farms, not just shelves. This consciousness extended to body care products, as people began asking what they were putting on their skin. Apparel is the next frontier. “People want to know what they’re wearing every day,” Denby explains. “They want products that are beautifully designed, sustainable, and safe, without having to reinvent what underwear or socks should look like.”
Early in Pact’s history, the company experimented with philanthropic partnerships, designing collections that supported nonprofit causes. These initiatives provided aid to communities abroad, from distributing lanterns in Haiti to rebuilding community centers in Japan. However, Denby realized the brand could make a deeper impact by focusing inward—supporting the lives of the workers who create the products. By investing in stable, ethical supply chains, Pact achieves a triple bottom line: economic, social, and environmental benefits.
Reviving large-scale apparel manufacturing in the United States proved impractical for Pact. Labor costs, fractured supply chains, and limited domestic processing infrastructure made it impossible to produce affordable basics at scale. Instead, the brand partnered with existing factories abroad, ensuring they meet strict certifications such as the Global Organic Textile Standard. Denby emphasizes that these certifications guarantee fair labor practices, gender equity, and safe working conditions—factors often overlooked in conventional apparel production.
Beyond ethical sourcing, Pact prioritizes product safety and environmental responsibility. Cotton cultivation and traditional textile processing can involve significant pesticide use and harmful chemicals. Pact works with organic cotton farmers and certified dye houses, eliminating heavy metals and carcinogens from their products. Waste management is also integral; leftover yarn and fabrics are recycled into new garments or repurposed for other industries, demonstrating that sustainability extends from field to factory to finished product.
Denby envisions Pact as the “basics brand for the change generation,” appealing to consumers who value ethics, transparency, and design. The brand is part of a coalition with other sustainable apparel companies, collaborating to secure fair market access for farmers, grow organic cotton production, and educate the public on the human stories behind clothing. Social media and events provide direct channels to communicate these values, allowing consumers to engage with the brand and understand the people and processes behind the garments they wear.
For Pact, the mission goes beyond selling clothing. It is about proving that everyday apparel can be ethical, well-designed, and accessible, while creating meaningful social impact. By integrating philanthropy, sustainability, and consumer education into the business model, Pact is showing that the basics—underwear, socks, and t-shirts—can carry a powerful message: that fashion can be responsible, thoughtful, and inclusive.
Designing for Life: Architecture, Emotion, and the Long View
Architect Cathy Purple Cherry challenges the idea that buildings are static objects, arguing instead that great architecture evolves with human behavior, emotion, and time.
From biophilic design and post-pandemic living patterns to aging-in-place and purposeful restraint, Purple Cherry shares how architecture can improve quality of life across generations—without chasing trends or perfection.
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In this episode of Convo By Design, I share my first conversation with architect Cathy Purple Cherry for a wide-ranging conversation on architecture as a deeply human, emotionally driven discipline. Purple Cherry discusses how architects must design for decades—not design cycles—and how shifts in technology, work culture, and climate have fundamentally altered the way homes and workplaces should function.
Everything that embodies a design icon… right here. The Convo By Design Icon Registry is presented by Pacific Sales Kitchen & Home. An incredible partner in design.
The conversation explores the lasting impact of biophilic design, the realities of working from home at different life stages, and why many contemporary office environments fail to support collaboration or productivity. Purple Cherry also reflects on aging, accessibility, and the importance of designing homes that support real relationships, not social-media perfection.
I sat down with Ron Radziner and Leo Marmol to dig into why building in Southern California feels like an uphill battle and how we can actually fix it.
After their talk at WestEdge, I caught up with Ron and Leo to process everything discussed. We’re at a major inflection point in Southern California, and I wanted to know how their perspective has shifted since they started back in ’89. We dove into the “fucking NIMBYs,” the skyrocketing costs of construction, and why our current zoning laws are essentially a slow-motion economic disaster. From the lessons of the Palisades fires to the potential of prefab, we explored what it actually takes to build a sustainable community when the deck is stacked against you.
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The Cost of Inequality: Ron shared his deep worry about the growing gap between the middle class and the ultra-wealthy, and how rising construction costs are making it nearly impossible to provide housing for anyone in between.
Zoning is the Real Bottleneck: We agreed that the talent and desire to build are there, but we lack the political will to let architects do their jobs. Our current planning and zoning laws are the primary hurdles to building quickly and affordably.
The Density Myth: Leo pushed back hard on the idea that density is the problem. He pointed out that 72% of our residential land is locked into single-family homes, which simply can’t support the housing volume we need.
Stopping the Sprawl: We talked about the need to stop sprawling into high-risk wildfire zones like Riverside County and instead focus on density and infill within the urban core.
Limits on Community Vetoes: While community input matters, Leo argued there has to be a point where the litigation stops. We can’t let individual voices stall essential progress like bike lanes and sustainable housing forever.
The Prefab Opportunity: With so many similar lots needing to be rebuilt in the Palisades and Altadena, Ron sees a massive opening for high-quality prefab construction to get people back into homes faster.
Lessons from Lortondale: I brought up my move to Tulsa and the Lortondale community—a whole neighborhood of mid-century modern tract homes that are still intact, in demand, and haven’t been commodified out of reach. It’s proof that mass-produced architecture can have a soul and stay accessible.
Launching a design firm is hard. Launching one days before a global shutdown is something else entirely. In this episode of Convo By Design, I speak with interior designer Justine about building a solo practice during COVID, transitioning from sales to structure, and navigating the modern realities of design—from virtual collaboration and technical complexity to burnout, authenticity, and creative control. It’s an honest conversation about what it really takes to grow a design business today without losing yourself in the process. Designing Through Disruption | Convo By Design Podcast is hosted and published by Josh Cooperman.
Interior designer Justine shares how launching a solo firm during COVID reshaped her business, creativity, and approach to authenticity in modern design.
Interior Design Podcast, Solo Design Practice, Post-Pandemic Design, Interior Designer Business, Design Authenticity, Lighting Design, Residential Renovation, Convo By Design
Episode Highlights Launching a design firm at the onset of COVID—and adapting without a roadmap
Transitioning from sales and jewelry to residential design and construction
The rise of the “one-woman studio” and the cost of wearing every hat
How virtual meetings expanded access while eroding design community
Why lighting plans are foundational—not optional
Designing with intention under real budget constraints
Choosing authenticity over polish in social media marketing
Burnout prevention, creative resets, and the cautious use of AI tools
“I didn’t just start a business during COVID—I learned how to design without a safety net.”
“Virtual meetings made design more accessible, but they took away the intimacy that built real community.”
“Lighting is the difference between a room that looks good and one that actually works.”
“Being a one-woman studio means freedom—but it also means you feel every decision.”
“Not every project needs to be Instagram-perfect to be successful.”
“Clients don’t need more trends—they need clarity.”
“Scaling sounds great until you realize what you might lose creatively.”
“Burnout doesn’t happen all at once. It happens quietly.”
“Authenticity isn’t a brand strategy—it’s a survival tool.”
“AI can help with process, but instinct still drives good design.”
From high-end residential “wealth” to AI-responsive environments, top designers discuss why lighting is the most under-recognized—yet essential—element of the built environment.
Lighting is often the ghost in the machine of interior design: when it’s perfect, you don’t notice it; when it’s wrong, it’s all you can see. In a wide-ranging discussion featuring architectural lighting experts and residential designers, the conversation shifts from the utility of “turning on the lights” to the high-stakes world of experiential design.
For firms like Focus Lighting and their partners like GRADE, the challenge lies in the nuance of the environment. Whether it’s the high-octane spectacle of the Times Square ball or the restrained elegance of a Chelsea penthouse, the philosophy remains the same: lighting should highlight architectural moments and art without revealing the source. This “invisible” approach is what separates a standard renovation from a truly bespoke residence.
The dialogue also touches on the psychological divide between “rich” and “wealthy” clients. While some desire flashy, obvious fixtures, the most sophisticated projects utilize layers of light—integrated into millwork, hidden in suede-pedal ceiling features, or tucked behind undulating panels—to create a sensory experience that feels natural and inevitable.
Looking forward, the industry is on the cusp of a technological revolution. We are moving toward responsive homes where AI recognizes individual inhabitants, adjusting the lighting plan to their specific preferences and moods in real-time. As designers push into new frontiers like luxury yachting and “Zoom-ready” home offices, the goal remains human-centric: using innovation not just because we can, but to make life better through the deliberate application of light.
Today, you are going to hear from Focus Lighting’s, Mike Cummings and partners of theirs in GRADE NY’s Edward Yedid and Thomas Hickey. Were talking about lighting and how the skilled application in design makes a difference in not just beauty, performance but quality of experience.
Core Concepts:
The Power of Layers: Effective lighting isn’t about one bright source; it’s about a “team” of layers (decorative, accent, and task) working in tandem.
The “Wealthy” Aesthetic: High-end design is shifting away from flashy fixtures toward “restrained” lighting where the source is hidden, but the effect is transformative.
Collaboration is Mandatory: The most innovative solutions—like lighting art with tiny bronze heads or illuminating glass tables with “water droplet” fixtures—come from the friction between a designer’s vision and a lighting engineer’s technical skill.
The Future is AI-Responsive: We are moving toward a “switch-less” world where homes utilize motion sensors and machine learning to anticipate a resident’s path and preference.
Residential vs. Hospitality: In hospitality, the light source is often a celebrated feature; in residential, the goal is for the lighting to disappear into the architecture.
Resources & Applicable Elements
Focus Lighting: An architectural lighting design firm known for projects ranging from Times Square to private luxury residences.
GRADE NY: Since GRADE’s founding in 2004, it has been our belief that integrating architecture and interior design from the outset creates the most beautiful, balanced and cohesive solutions.
Lutron Systems: A leader in lighting control and automated shading solutions mentioned as a “hook” for homeowners entering the world of smart design.
Carpenters Workshop Gallery: Mentioned for their innovative, reactive light fixtures that respond to sound and motion.
“If someone hasn’t used a lighting designer before, they ask us why we need one. If someone has used one before, they can’t wait to use them again.” — Eddie
“Lighting design is a double-edged sword. The better job I’m doing, the less you appreciate it.” — Michael
“Rich people are flashier—they want to see the light fixture. Our clients are wealthy… to them, this is just their world.” — Thomas
“I can come to your house… and like a doctor, diagnose why you don’t like [the lighting] and then use those words to create a new design.” — Michael
“You never hear anybody say ‘no’ in New York, because somebody else will say ‘yes’ right behind you.” — Eddie
“We’re not lighting designers. We’re definitely not structural engineers… when we push the boundaries of our design, we want to have teammates who can say, ‘Oh, I’ve never done that before. Let’s figure out a solution together’ instead of ‘No.'” — Thomas
Calgary-based designer Stephanie Martin shares the story of launching her firm during the 2008 financial crisis, the gap between design education and reality, and why hand-crafted authenticity remains vital in the age of AI. She also takes us inside the Rideau Residence, a project blending modern aesthetics with sentimental family history.
Launching in a Recession: Stephanie discusses starting her firm in 2008 during the financial crisis, which heavily impacted Calgary’s oil and gas-driven economy. She attributes her early success to “door-to-door” marketing and building a reputation through exceptional service rather than just aesthetics.
The “Cowboy Town” Reality: A look at Calgary’s diverse culture, strong job market, and affordable housing, countering its reputation as just a “cowboy town.”
Service Over Style: Stephanie emphasizes that the core of her business is caring about the clients’ lives, a lesson she learned early on that differentiates her firm today.
The Evolution of Design Practice
Education vs. Reality: A candid discussion on how design schools often focus on exaggerated creativity while overlooking practical skills like budgeting, timelines, and coordination.
Post-Pandemic Expectations: Clients now prioritize emotional connections and functional spaces over mere aesthetics, seeking designs that actively enhance their well-being.
Sustainability: The conversation touches on the necessity of sustainable building practices, including Stephanie’s experience with passive homes.
Technology & Authenticity
The AI Debate: Stephanie and Josh discuss the rise of AI in design. While Stephanie is optimistic about AI for efficiency, she argues for maintaining “hand-crafted” creativity to ensure designs remain meaningful.
Authentic Marketing: In an era of AI-generated content, Stephanie commits to keeping her social media presence true to her values by showcasing only authentic, human-created work.
Project Spotlight: The Rideau Residence
Modern-Traditional Mix: A deep dive into the kitchen design which juxtaposes modern elements with sentimental details, specifically a brick backsplash sourced from the owner’s grandmother’s house.
Space Transformation: How a formal dining room was reimagined into a dark, masculine office space that contrasts sharply with the rest of the light-filled home.
When interiors meet intention: a dynamic panel on how color theory, holistic living, sustainable materials, and design thinking come together to redefine residential spaces for 2025 and beyond.
Sherwin Williams set out to cover Earth with beautiful colors over 150 years ago. 1866, Henry Sherwin and Edward Williams founded the company in Cleveland, Ohio, on a mission really. And the result is a company dedicated to delivery of thebest in paints, coatings and related products to discerning clients all over the world. That dedication was evident from the start with the hiring of Percy Neyman, the very first chemist employed by an American paint manufacturer. Sherwin Williams continues to set the bar high and provide the design community with the essential tools to create superior projects. Sherwin Williams is commitment to supporting the design community, which is why they sponsor programs, like this one. They are also dedicated to a betterment philosophical approach which is why they selected ‘wellness” as the topic for this talk.Thank you Sherwin Williams for your tireless support.
In this timely conversation, experts from across interior design and sustainable living explore what it means to design for wellness in 2025. Moderated by Sue Wadden and Ashlynn Bourque of Sherwin-Williams, the panel features voices from:
Jeanne Chung (Cozy, Stylish, Chic) — known for crafting spaces that blend comfort, style, and emotional balance.
Julee Ireland (Julee Ireland Design Studio) — bringing a refined, intentional aesthetic rooted in longevity and livable elegance.
Greg Roth (CarbonShack) — spotlighting eco-conscious material sourcing, sustainable practices, and climate-aligned living environments.
Together they examine how interior design can be a catalyst for holistic living — from color palettes that promote calm and emotional balance, to spatial planning that supports aging in place, to circadian lighting and neurodiversity-friendly layouts. The discussion underscores a rising trend: residential interiors inspired by hospitality, wellness, and sustainability principles.
Listeners will come away with fresh ideas on turning their homes into future-proof sanctuaries — design-forward, earth-conscious, and emotionally attuned.
Health span-focused design: Designing spaces that help residents live longer, healthier lives at home.
Aging in place: Home layouts that accommodate long-term functionality and wellness.
Home gyms, saunas, cold plunges: Integrating spa-level wellness amenities in private residences.
Dual kitchens: Inspired by Italian family homes for multigenerational living.
Collaboration with architects: Designers as integral contributors to maximize natural light and spatial flow.
VR visualization: Helping clients experience proportion, scale, and sightlines before construction.
Problem-solving as designers: Addressing unforeseen construction issues creatively while maintaining aesthetics.
Circadian lighting: Lighting systems (e.g., Lutron Ketra) that mimic natural light patterns to support sleep and productivity.
