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PODCAST

To-The-Trade with Interior Design Community

Interior Design Community

Introducing "To-The-Trade," the ultimate podcast for interior designers. Our mission: to provide business and productivity hacks for better work/life balance. Join industry leaders and experts as we explore trends, strategies, and practical advice. Elevate your design business, manage clients, build your brand, and stay ahead with technology. Achieve success and fulfillment in your career. Listen to "To-The-Trade" now!

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All Episodes

00:46:13

To-The-Trade Live at KBIS: Building Better Brand...

To-The-Trade with Interior Design Community ·

2026/02/25

This episode of To-The-Trade is brought to you by AJ Madison Pro, the industry's trusted appliance resource for interior design professionals. Recorded live on the floor of KBIS 2026, this special episode of To-The-Trade brings together high-end designer Nikki Levy and Jenny York, VP of Marketing for Currey & Company, for a candid conversation about what it actually takes to build lasting designer-brand relationships.Nikki runs a South Florida firm with 12 employees, 30 active projects, and $50

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00:44:59

To-The-Trade S3E05 PJ Delaye on Why Wall Covering Is...

To-The-Trade with Interior Design Community ·

2026/02/16

PJ Delaye spent 26 years at York Wall Coverings, rising from export director to president of North America's largest wallpaper manufacturer. In this episode of To-The-Trade, he joins Laurie to discuss the wall covering industry's dramatic comeback and why designers should pay close attention.PJ compares today's wall covering landscape to the craft beer revolution. Digital printing has lowered the barrier to entry, and smaller studios are creating bold, personality-driven patterns that major

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00:41:50

To-The-Trade S3E04 Process That Builds Trust and...

To-The-Trade with Interior Design Community ·

2026/02/09

Heather Cleveland (Heather Cleveland Design, Bay Area) joins Laurie Laizure and Nile Johnson to unpack what truly differentiates a successful design firm: process. While talent is everywhere, Heather argues that a refined, repeatable client experience is what wins trust, reduces anxiety, and drives referrals.Heather shares her creative upbringing and her career pivot after a tech layoff, then explains how a role running IKEA’s kitchen department became an unexpected technical bootcamp that

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00:45:12

To-The-Trade-S3E03-Inside DPHA, Roundtables That...

To-The-Trade with Interior Design Community ·

2026/02/04

In this To-The-Trade episode, Laurie Laizure interviews Phil Hotarek, a plumbing/HVAC contractor and decorative showroom owner in San Francisco who also leads the Decorative Plumbing & Hardware Association (DPHA). Phil explains DPHA’s role in connecting brands, independent reps, and showrooms through a hotel-based showcase that prioritizes time, access, and real conversation, along with education and ongoing resources to better support designers and specifiers.Laurie highlights DPHA’s roundtable

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00:52:15

To-The-Trade S3E02 Reverse Engineer Your Design...

To-The-Trade with Interior Design Community ·

2026/01/26

In this episode, Marsha Sefcik talks with Laurie Laizure and Nile Johnson about building a design business that supports the season of life you’re in, rather than forcing yourself into someone else’s “right way.” Marsha shares her journey from corporate sales, training, customer service, and project management to nearly two decades in design, all while raising kids alongside her business. She emphasizes giving yourself grace and modeling problem-solving and professionalism for your family, even when

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00:51:47

To-The-Trade S3E01 Comfort Is the Ultimate Luxury:...

To-The-Trade with Interior Design Community ·

2026/01/12

Laurie Laizure interviews Boston-based designer Dane Austin about building a design career with intention, focusing on community, and anchoring projects in comfort and quality. Dane shares that he has known he wanted to be an interior designer since childhood, inspired by his grandparents’ stylish, welcoming home. He steadily pursued that path, earning two degrees over 10 years while working in retail, fashion, and hospitality—experiences that shaped both his taste and his client-service mindset.A

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00:54:07

To-The-Trade S2E58 2025 Finale, The ROI Mindset,...

To-The-Trade with Interior Design Community ·

2025/12/22

In the last episode of 2025 the To-The-Trade podcast from the Interior Design Community, hosts Laurie Laizure and Nile Johnson get real about what it takes to support design pros, and where the business of interior design is heading next. Laurie opens by thanking Nile for the behind-the-scenes work that goes into the show, from guest vetting to shaping questions that actually serve working designers.A big theme is advocacy, and specifically, trust. Laurie shares that a primary focus going into 2026

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00:45:41

To-The-Trade S2E57 Budgets, Boundaries and Beautiful...

To-The-Trade with Interior Design Community ·

2025/12/15

In this To-The-Trade podcast episode, host Laurie Laizure interviews Montreal-based interior designer Romina Tina Fontana of Fontana & Company about how her background in marketing and graphic design influences her approach to running her studio. After nearly twenty years in advertising, working with major agencies and brands, Romina shifted into interior design by photographing her own home and friends’ houses. A behind-the-scenes Instagram story caught the attention of HGTV editors, who

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00:55:54

To-The-Trade S2E56 British-Inspired Interiors,...

To-The-Trade with Interior Design Community ·

2025/12/08

In this To-The-Trade podcast episode, Laurie Laizure and Nile Johnson interview DC-based designer Isy Jackson, founder of Chelt Interiors, about British-inspired homes, antiques, and sustainable business habits for design pros.Isy explains how her creative roots in the UK, from a fashion sketching Nana to parents who flipped houses and a stepfather in high-end tiling and crystal, taught her to see both structure and beauty in interiors. She describes her style as layered and lived-in, with patina,

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00:57:20

To-The-Trade S2E55 Shannon Ggem on Empathy,...

To-The-Trade with Interior Design Community ·

2025/12/01

In this episode of the To-The-Trade interior design podcast, host Laurie Laizure welcomes Los Angeles-based designer and Kitchen Design Innovator of the Year, Shannon Ggem. Shannon shares how her bi-coastal practice blends New England sensibilities, antiques, and California ease, and how she uses biophilic or dopamine-driven design to connect people to nature and the makers behind their homes.Laurie and Shannon dive deep into empathy as a core business skill in interior design. Shannon explains how

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00:40:07

TTT-S2E54 Pricing Strategies for Designers with Sarah...

To-The-Trade with Interior Design Community ·

2025/10/27

Designer and UA Designs founder Sarah Brohm joins Laurie Laizure on the To-The-Trade for real talk on process, pricing, and growth. Sarah’s nursing background shaped her bias for systems and client care, which shows up in selection trackers, job site codes, and contractor-first communication that keeps clients out of the weeds.The firm averages about 15 whole homes per year, aiming to have the design complete by framing walkthroughs, then rolling right into furnishings. Their flat design fee is

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00:53:15

TTT-S2E53-Design Entrepreneurship, Real-World SEO...

To-The-Trade with Interior Design Community ·

2025/10/13

On this episode of the To-The-Trade interior design podcast, host Laurie Laizure and co-host Nile Johnson welcome SEO pioneer Ross Dunn for real talk on how search is shifting for the trade. Ross explains why he prefers “answer engine optimization,” and how AI overviews assemble responses by fanning out to multiple queries, which reshapes how content should be planned. Designers should build topical hubs that cover the real questions clients ask, not just pretty pictures.From the website basics,

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00:51:08

How The Zen Experience Transforms Teacher Lounges...

To-The-Trade with Interior Design Community ·

2025/10/06

This episode of the To-The-Trade highlights designer Dara Segbefia, principal of The Zen Experience, whose holistic interiors focus on mental health and wellbeing. Her specialty, transforming teacher lounges and school spaces, began with a project connected to her daughter, Zen, and a principal client. It expanded after teachers said they finally felt seen and respected in a space designed for them.Dara explains how improved staff energy influences students, transforming lounges into hubs that

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00:38:09

TTT-S2E51-Design Entrepreneurship, From Corporate AVP...

To-The-Trade with Interior Design Community ·

2025/09/29

In this To-The-Trade podcast conversation, designer and former corporate marketer Rasheeda Gray explains how she transformed a light-bulb staging moment into a successful studio, Gray Space Interiors. Her home sold in three hours, transforming a long-time hobby into a clear pathway forward in 2016. Rasheeda spent three years building the firm at night while maintaining her day job, then exited corporate in 2019. She openly discusses burning through savings faster than expected and then pushing

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00:51:32

TTT-S2E50 The Fastest Rep Alive Jason Levy, Fast...

To-The-Trade with Interior Design Community ·

2025/09/22

On this episode of the To-The-Trade podcast, Laurie Laizure and Nile Johnson sit down with Philadelphia-area independent rep and company owner, Jason Levy, who grew up in the trade through a Kravet family franchise and now blends residential and commercial support for designers. He positions himself as a solutionist, a rep who turns twenty conversations into one, sourcing options fast, handling specs, stock, codes, and finishes so designers stay in the profitable part of the project.Speed and

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00:48:44

TTT-S2E49 Pulp Design Studios on Strategy, Smart...

To-The-Trade with Interior Design Community ·

2025/09/15

Beth Dotolo and Carolina V. Gentry of Pulp Design Studios explain how they manage a firm across Dallas and Seattle, sharing goals, standardized processes, and similar revenue profiles. Their rule of thumb for hiring is straightforward: when leadership spends too much time on high-value design work, they hire or reassign to ensure the right people handle the right tasks. They prioritize investing in team compensation and career paths to maintain their culture and output.Their main theme is building

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00:55:12

TTT-S2E48-Storytelling That Sells, with Jude Charles

To-The-Trade with Interior Design Community ·

2025/09/08

Filmmaker Jude Charles joins the To-The-Trade podcast to explain how docuseries content helps designers sell the real value of their work. Instead of chasing a viral post, he urges designers to create a human, long-form story that shows process, judgment, and personality, so clients start with trust. His journey began with a three-part series for a Pompano Beach designer who needed more than portfolio photos to explain his team’s value, and it accelerated after a project with LuAnn that highlighted

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01:03:28

TTT-S2E47-The business of home tech for design pros...

To-The-Trade with Interior Design Community ·

2025/09/01

Design pros, this is your playbook for integrating technology into the experience and the business of interior design. Katye McGregor Bennett explains why the integrator, your behind-the-walls systems partner, belongs at the table before drywall. That early involvement lets lighting, audio, networking, and security serve the design vision, and it keeps you out of tech support. Pair with a proper service plan and remote monitoring, and the integrator handles issues while you lead the

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01:00:27

TTT-S2E46-Phyllis Harbinger, Real Talk on Pricing...

To-The-Trade with Interior Design Community ·

2025/08/25

Laurie Laizure, Nile Johnson, and Phyllis Harbinger get practical about the business of interior design. Phyllis outlines her transparent purchasing model, where clients pay vendors directly, while her team manages the logistics. She charges a 35 percent cost-plus purchase management fee over net on everything. Her contract states she is not responsible for vendor malfeasance or damages, and if a replacement is needed, she manages it for the same fee.She avoids the term “retainer,” opting instead to

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00:37:38

TTT-S2E45-Why Design Edge Could Be a Game-Changer for...

To-The-Trade with Interior Design Community ·

2025/08/18

Host Laurie Laizure sits down with Lee Hershberg, founder of Design Edge, a traveling, invite-only trade event created exclusively for interior designers. Drawing on decades of experience with KBIS, High Point, and Las Vegas Market, Lee designed the event to close the gap between manufacturers and the many designers who can’t attend large markets.Design Edge is intentionally smaller and more focused, making it easier for designers to connect with senior brand leaders, exchange feedback, and find new

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