Eddie Maestri and the team at Maestri Studio join the podcast to discuss the power of integrated architecture, interiors, and landscape, lessons learned from the pandemic, and how to guide clients away from bloated square footage toward timeless character.
In this episode, you are going to hear my conversation with the multi-disciplinary team at Dallas-based Maestri Studio alongside Dave Johnson from James Hardie. Principal Architect Eddie Maestri shares his journey of building a full-service firm born out of frustration with traditional industry silos. By integrating architecture, interior design, full furnishings, and landscape architecture under one roof, the studio eliminates the communication friction that often plagues complex residential projects. I have been working with TimberTech, a division of James Hardie for a few years now. This company is a premier sponsor of Convo By Design and I have gotten to know the way they work and the manner in which they serve the design and architecture industry. Like providing me the opportunity to head to Dallas to speak with Eddie and his team in their studio.
The conversation delves into the post-pandemic realization that true creative collaboration requires proximity, prompting the studio to downsize and focus on a deeply integrated “many hats” workflow. The team also explores the changing landscape of home design—from navigating massive post-pandemic cost multipliers and evolving spaces like “mission control” kitchens, to pushing back against Texas’s “bigger is better” mentality in favor of highly detailed, character-rich spaces. Finally, they cover the critical role of manufacturer partnerships in keeping pace with rapid product innovations, regional environmental codes, and a growing client demand for technological simplicity.
Eliminating the Friction of Silos: Traditional collaborations often force designers to “stay in their lane,” creating a game of telephone that leads to client anxiety and mismatched executions. Keeping architecture, interiors, and landscape in-house allows the team to adjust clearances and design elements dynamically.
The Death of Remote Work for Creatives: The studio experimented with a larger, remote workforce during the pandemic but found that coordination suffered. Returning to a smaller, tight-knit, in-office team restored their ability to sketch, collaborate, and catch errors in real time.
Character Over Square Footage: In a market like Texas where massive homes dominate, homeowners are experiencing a reckoning. Clients are increasingly opting to trim square footage (e.g., cutting 1,000 square feet out of a plan) in order to allocate budget toward rich architectural character, custom volume transitions, and premium materials.
Bringing Builders in Early: To avoid painful change orders, Maestri Studio advocates for bringing the general contractor into the loop right at the conceptual design phase to establish healthy interior allowances and ensure budget alignment.
Evolving Spaces and Brand Alliances: Spaces like kitchens have transformed into multi-functional zones (outdoor kitchens, sculleries, beverage stations). To navigate the rapid evolution of building materials and strict regional codes—such as Interface (WUI) restrictions or coastal “turtle-safe” lighting rules—strong alliances with technical manufacturers are crucial.
The Return to Simplicity in Tech & Lighting: While advanced integrated systems are popular, there is a distinct client backlash against app-bloat. Homeowners are gravitating toward clean, predictable lighting layouts—favoring sconces, lamps, and single-switch dimmers over standard grids of recessed ceiling cans.
Bernd Radaschitz, CEO of Lanserring, traces a century-old Austrian cabinetmaking legacy into a global, design-driven enterprise. In conversation, he reveals how authenticity, material intelligence, and craft-based thinking are reshaping the modern kitchen. From workshop floors in Riegersburg to projects in New York and beyond, this is a story of precision, partnership, and evolution.A fourth-generation craftsman turned global CEO explains why the future of design isn’t mass-produced—it’s deeply human, rigorously engineered, and unapologetically bespoke.
This conversation with Bernd Radaschitz is a masterclass in how heritage craft evolves without losing its soul. Born into a fourth-generation cabinetmaking family in Austria, Radaschitz bridges the rare gap between hands-on craftsmanship and executive leadership. His journey—from apprenticeship to building an international business spanning London and New York—offers a blueprint for scaling authenticity.
At the center of the discussion is the kitchen—not just as a room, but as a highly complex, hyper-functional environment that has evolved into the operational core of the home. Radaschitz explains how Lanserring approaches this shift through deep material knowledge, integrated design services, and a commitment to collaboration with architects and designers.
The conversation also explores the tension between machine precision and human touch, the global shortage of skilled trades, and the opportunity for architects and designers to rethink their relationship with makers. Ultimately, this is about more than kitchens—it’s about redefining value in a world oversaturated with sameness.
Authenticity as a Business Model
Rooted in generational craft, not marketing language
Leadership informed by hands-on making
Rejection of overly curated, PR-driven identity
The Kitchen as Mission Control
Shift from “heart of the home” to operational hub
Integration of appliances, storage, and lifestyle functions
Sisters Olivia and Jenna Botrie of Dart Studio didn’t set out to build a design firm together, they grew into it. What started in a basement with a baby on the floor evolved into a highly structured, process-driven studio navigating growth, technology, and a post-pandemic design boom. Their story reveals how great design isn’t just about aesthetics, it’s about systems, relationships, and knowing when to think bigger. From cottage culture and client psychology to AI workflows and generational shifts, the Botrie sisters unpack how Dart Studio scaled during the pandemic, why process is their secret weapon, and how they’re building a brand designed to outlast trends and even themselves.
Origins: A Basement, a Baby, and a Business
Olivia launches Dart Studio solo over a decade ago. Jenna joins organically during maternity leave. The now-famous “cottage pitch” that formalized the partnership. Sister dynamics: honesty, friction, and built-in trust as a business advantage
The Cottage Effect: Canadian Culture Meets Creativity
The uniquely Canadian concept of the “cottage” as creative reset Minimalism, disconnection, and family proximity as design influences How environment shapes both lifestyle and design thinking
Process Over Everything
Jenna’s role: operations, onboarding, hiring, and systems. Why structure—not style—is the firm’s foundation. Building scalable workflows for a growing team. The importance of documentation and repeatable processes
Pandemic Pivot: From Uncertainty to Opportunity
Initial fear: shutdowns, no site visits, stalled work. Sudden surge: waitlists, inbound demand, and client urgency. Strategic decision: say yes, scale fast, hire quickly. Long-term impact: bigger thinking, larger projects, expanded vision
The Post-Pandemic Client Shift
Movement away from resale-driven design toward personalization. Clients designing for themselves, not the market. More nuanced conversations around lifestyle, not trends. The home as a “backdrop for life”
Anti-Trend Thinking
Rejection of trend-driven design culture. Critique of “top 10 lists” and media-driven aesthetics. Designing from human cues: behavior, personality, daily rituals
Technology, Materials & the Reality Filter
Navigating rapid innovation in lighting, kitchens, and home tech. Balancing “cool” vs. “lasting”. Role of reps, trade shows, and industry relationships. The importance of practical function over novelty.
AI in Practice: Tool, Not Replacement
Current stack: ChatGPT, Midjourney, SketchUp, Enscape. AI for speed and iteration—not core design thinking. Client misuse of AI and the limits of prompting. Why human interpretation remains essential
The Experience Economy of Design
Design as a two-year relationship, not a transaction. Emotional experience vs. final result. Communication, trust, and job site culture as differentiators
Reactive to Proactive: Building a Brand
First 10 years: purely reactive growth. Year 11 shift: rebrand, visibility, social media presence. Expanding identity beyond Olivia to a team-driven creative model. Long-term vision: a legacy firm with multiple design voices
Generational Dynamics in Design
Different communication styles across clients and teams. Matching personalities: clients, designers, and contractors. “Boomer whisperers” vs. Gen Z workflows. Lifestyle-driven design considerations by age and stage
Designing for Climate & Context
Canadian winters and their impact on interiors. Storage, materiality, and seasonal living. Lighting as a wellness tool (circadian rhythm design). Creating emotional environments: cozy vs. open
The Through Line: Adaptability
Design as evolution, not static outcome. Balancing tradition and modernity within a single project. Embracing change as the only constant in both life and design
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.
Today is one of the most incredible episodes of the show I have ever produced. I don’t say this lightly. Today, you are going to hear about a new project called Shelter Republic, officially launching although if you are an avid listener, you have probably heard me talking about it as we prepared for launch. Well, it’s here, and it’s official. And You are going to hear from my co-founder…I’m sitting down with computer engineer and Shelter Republic co-founder Jack Cooperman to discuss the platform’s structural architecture, functionality, purpose, and the necessity for safe places to explore ideas amongst peers.
The Genesis of Shelter Republic: Jack and I reflect on the evolution of the platform, tracking its roots back to when Jack and his sister first visited Josh on stage at the WestEdge Design Fair. The community was built to bridge regional gaps and provide a collaborative, peer-to-peer ecosystem for architects and designers.
Designing UX for Geographic Context: Jack outlines the structure of the platform, which is divided into five nationwide micro-communities (including the Mountain Atlantic and Southwest regions). This allows for highly localized discussions on styles, culture, and business norms while keeping a unified national hub.
Cultivating a “Safe Place to Fail”: The co-founders debate the nature of failure in school versus a creative career. Josh emphasizes that Shelter Republic is deliberately engineered as a vetted, invite-only environment to protect accomplished creatives from public “dogpiling” or algorithmic scrutiny when exploring new, untested concepts.
Platform Features & Onboarding: Built to avoid user-data exploitation and ad clutter, the platform operates via direct invitation and QR codes. Features include text-based feeds, real-time messaging, direct networking via professional member bios, live video-conferencing rooms, and educational modules—including Josh’s masterclass, Podcasting for Creatives.
Addressing Industry Disruptions (AI & Legislation): The conversation dives into how early-career junior designers are transitioning into technology facilitators due to AI studio integration. They also discuss how the platform serves as a “modern town crier” for critical industry news, citing a recent user post by a Southern California designer regarding the engineered quartz ban in California due to silicosis risks.
Cooperation Over Competition: Drawing a contrast with the competitive nature of the design world, Josh shares a lesson from his time covering the Playboy Jazz Festival, where legendary jazz musicians prioritized mentoring the next generation to keep the collective genre alive. Shelter Republic aims to foster that exact cross-regional mentorship.
Thank you Jack. I know I have already said it, but I have enjoyed every moment putting this together and we are thrilled to share it. Note on Access: Shelter Republic is entirely free, and does not collect user data except when stated like the use of polls and prompts for professional input. To maintain community standards and security, entry is restricted to verified industry professionals via peer invitation or direct QR code scanning at upcoming events.
Architect Ben Kasdan and I explore the ethos of design, the importance of “innovation through experience,” and why architecture should be viewed as a living organism rather than a machine.
Shelter Republic – Request your membership invitation
Innovation vs. Practicality: The discussion begins with the idea of innovative design, citing Frank Gehry’s Walt Disney Concert Hall. While the building faced initial criticism for a “glare” issue from its steel facade, its true innovation lies in the acoustic experience and its purpose as a “living room for the city”.
Architecture as an Organism: Challenging Le Corbusier’s famous “machine for living” concept, Ben suggests that buildings are more like living organisms that must be nurtured, maintained, and allowed to evolve.
The “Ideas” Lab: Ben’s firm, KTGY, operates a dedicated R&D studio that explores “outside the lane” concepts—like 3D-printed modular housing and solutions for homelessness—without the immediate constraints of budgets or specific client demands.
Designing for the Inhabitants: A significant portion of the work focuses on student and senior housing. Ben emphasizes that while these spaces are often transient, they must be designed to support the mental, physical, and intellectual well-being of the people living there.
Architectural “Grafting”: Instead of the common practice of demolition, the conversation touches on the value of “grafting” or repurposing older structures, preserving their emotional and historical significance while adapting them for new use.
KTGY Architecture + Planning: The firm where Ben Kasdan is a principal, known for its diverse housing typologies. KTGY Website
Walt Disney Concert Hall: Referenced as a prime example of experience-driven innovation in Los Angeles. LA Phil – Walt Disney Concert Hall
The Broad: Mentioned in the context of downtown LA’s architectural landscape and public perception. The Broad Museum
Frank Lloyd Wright’s Price Tower: Discussed as a structure that, while visually extraordinary, struggled with functional longevity. Price Tower Arts Center
Marin County Civic Center: Cited as an early inspiration for Ben, showcasing how a building’s unique form can evoke a powerful emotional response. Marin County Civic Center
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.
In this roundtable conversation, a diverse group of interior designers and kitchen specialists discuss how kitchen design has transformed in the post-pandemic era. Rising costs, shifting client expectations, and new technologies are forcing designers to rethink how kitchens function and how they are delivered to clients.
The conversation explores everything from appliance innovation and zoning strategies to the emotional role of kitchens as gathering spaces. Designers also confront difficult realities such as escalating budgets, supply chain issues, and the need to guide clients through increasingly complex decisions. We gathered at the Pacific Sales Kitchen & Home showroom in San Diego. A beautiful and well appointed space with so much to see and the room to enjoy it.
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At its core, the discussion highlights a broader truth about the design profession today: kitchens are no longer simply rooms for cooking. They are ecosystems that reflect lifestyle, culture, wellness, and the evolving way people live in their homes.
New England designer Nicole Hirsch explains how the interior design profession evolved from service provider to brand identity, why craftsmanship still matters in a digital-first world, and how historic architecture shapes modern living.
Since launching her firm, Nicole Hirsch, principal of Nicole Hirsch Interiors, has witnessed—and helped shape—the transformation of the interior design profession. What was once a service-driven industry has evolved into one defined by recognizable brands, signature aesthetics, and curated storytelling. For Hirsch, success today requires far more than talent; it requires clarity of voice, visual identity, and trust built through consistency.
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Drawing from her marketing background, Hirsch has developed a design philosophy rooted in timeless, demure, and textural interiors that balance modern functionality with historical reverence. Working throughout Boston and New England, she specializes in full-scale renovations and new construction projects that preserve architectural heritage while adapting homes for contemporary family life.
In this conversation, Hirsch breaks down the realities of running a luxury design firm—from managing client expectations and navigating scope creep to understanding the evolving role of social media and editorial publishing. She also offers insight into the technical craftsmanship behind her work, revealing how thoughtful details—from custom millwork to concealed functionality—shape both the user experience and the visual narrative of a home.
The Evolution of the Designer-as-Brand
How the industry shifted from service provider to identity-driven brand
Why visual consistency builds trust and attracts aligned clients
The strategic influence of Hirsch’s marketing background
Signature Style vs. Personalization
Developing a recognizable aesthetic without creating repetitive projects
The role of neutral palettes, layered textures, and timeless composition
Why clients seek designers for perspective rather than replication
The Craftsman Approach to Interior Design
Designing beyond furnishings and décor
Full architectural collaboration including:
Millwork planning
Custom elevations
Stone and material specification
The growing expectation for designers to function as technical project leaders
Designing Within Historic New England Architecture
Working within strict preservation parameters in Boston neighborhoods
Balancing modern family living with architectural authenticity
Integrating contemporary amenities into historic shells
A refined exploration of white kitchen design featuring advanced stone fabrication and layered material detailing.
🔗 https://www.nicolehirschinteriors.com
Miller Hill Road
A family-focused basement renovation highlighting creative ceiling articulation and flexible living spaces for a household with four children.
🔗 https://www.nicolehirschinteriors.com
The Weston Addition
A spa-inspired primary suite featuring a dramatic three-sided glass and steel shower enclosure and integrated wellness-driven design.
🔗 https://www.nicolehirschinteriors.com
Key Takeaways
The modern interior designer must operate as both creative and brand strategist.
Signature style attracts aligned clients but must remain flexible enough to personalize every project.
High-level design now requires deep technical knowledge and full collaboration with architecture and construction teams.
Historic architecture demands restraint, respect, and thoughtful modernization.
Editorial press increasingly favors comprehensive renovation storytelling over single-room reveals.
Invisible functional details often define exceptional design quality.
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.”
