83: 5 Proven Strategies to Build a Successful Interior Design Brand with Alena Capra

In this episode of The McClain Method Podcast, I’m joined by nationally recognized designer, TV personality, and NKBA Person of the Year Alena Capra — a powerhouse in the world of interior design and brand partnerships.

We’re pulling back the curtain on what it really takes to build a thriving design brand from the ground up — one that’s respected, recognizable, and rooted in authenticity.

Alena and I dive into:

• 🌟 How to find your niche and use it to stand out in a crowded design industry
• 🤝 The secret to landing brand partnerships and ambassadorships (even when you’re just starting out)
• 🧠 Why consistency and visibility are key to building a trusted design brand
• 💬 How to create lasting relationships with showrooms, reps, and other designers
• 💡 What it means to evolve your brand intentionally — and how to keep your creative passion alive while doing it

Whether you’re an emerging designer dreaming of partnerships with your favorite brands, or an established pro looking to grow your visibility and influence, this episode is full of insight, laughter, and real-world wisdom from two designers who’ve walked the walk.

✨ Connect with Alena Capra

🔗 Website: alenacapradesigns.com

📸 Instagram: @alenacapradesign

Learn how to build a profitable, polished interior design business—without burning out. In this free training, John McClain shares the 3 secrets that took him from overwhelmed to booked out, including pricing tips, service structure, and mindset shifts that actually work.

CLICK HERE to watch now at https://mcclainmethod.com/dbft-video-optin

Transcript

Alena Capra Mcclain Method Podcast Ep 83 transcript

[00:00:00] For those designers listening who maybe dream of working with a brand or partnering or even getting a trip somewhere, what's the first step that they can take to move themselves in that direction? To partner with beautiful brands that they admire like you do? 

Community is a big part of what we do as designers.

It is a big. Industry, but it's a small world. Couple of things that any designer could do is like first showrooms and rep relationships, right? Specking their product, expressing interest, going to other partner showroom events. If one of these brands is doing a special event at a local showroom that you purchased from go, you can't get the opportunities.

By not being proactive and being part of the community from afar. We could participate online, we could do it via social, but you also have to actually show up at the events. The best connections and relationships that I have made is going to industry events. That's where the magic happens, to make those connections and really connect with someone to take it to the next level.

Hey y'all. You're listening to the McLean Method Podcast, [00:01:00] episode number A 83. Welcome to the McLean Method, the podcast for interior designers who are ready to stop hiding and start shining. I'm your host, John McLean designer, business mentor, author, and your branding best. This is not about paint colors or pendant lighting.

It's about building a business that's both visible and profitable inside and out. From marketing and messaging to mindset systems and visibility. We cover the front stage and the backstage of your design business because your brilliant. Deserves the spotlight and your business deserves to run like a dream behind the scenes.

So if you're ready to be seen, get recognized, and get booked, it's time to let it shine. Welcome to the McLean Method. Hey everybody. Welcome back to the McLean Method podcast. We talk business, we talk design, we talk all kinds of great things with a lot of great guests. And today is no exception. Today's guest is [00:02:00] actually someone.

That I've admired for years in a lot of ways. And then I'm also lucky enough now to call her a friend. It's Elena Kra. And Elena is not only a nationally recognized designer, she's also a TV personality, a speaker, and one of the best positioned people that I feel in our industry. So you've seen her work on television, you've seen her as a brand ambassador for large industry titans.

On lots of stages too, like KB and coverings. Oh, did I mention she was also KBB magazine's person of the year last year. So she is literally everywhere and I'm so excited. Elena, welcome to the podcast. 

John, thank you for such an amazing intro and I am so excited to be here with you today. Not only because we're industry friends for many years, but I love what all the things that you're doing and I just think it's gonna be a really fun conversation.

So thank you so much for having. 

It truly is, and I'm truly excited for you to be here. But before we get into like some of the juicy questions that I have for you, because you have so much to share with people, for those who [00:03:00] may not know who you are or maybe not even know your full journey, can you just take us back to those early days of how you began in interior design?

Absolutely. So about 23 years, well, really almost now, we're, we're approaching 24 years in the industry. I actually, initially, I went to school for graphic design and advertising at the University of Miami, and after graduating. Probably like two or three years later is when I decided, like I love interior design.

I've always been into art and anything creative. My college dorm room was my first project, like unofficial, you know, and then apartments from there on and I just, it felt like a really natural fit. And so when I went back to school for that, I worked as a design assistant during the day with the designer on Long Island and kind of then jumped into the kitchen and bath.

I worked with expo, design center for those who remember ex. O as part of the Home Depot company. Just a phenomenal place to learn and to train, and I am still. Like in touch with many people I've [00:04:00] worked with from way back then to this day. So it's awesome. It was a really great place to learn. They really put a lot of efforts on knowledge and that's actually how I first found out about NKBA.

So I got my NKBA certifications while I worked there. They. We're really big about getting educated as designer, and I knew I wanted to do that. So that's kind of how I fell more into the kitchen and bath side. And I really loved that part of the industry. Worked in it for many years. Moved back to South Florida in 2006 ish six, seven, and then I worked for Expo Design Center down there.

So I kind of like went and whole new group of people, great industry friends. And when they closed, so in 2009, they closed. All of the expo design centers, of course, a lot was going on at that time in the economy. You know, that was just not the best time to probably find a new job. So I thought start a business, right?

If there were no jobs, there's gotta be some people renovating somewhere. And I was very fortunate that when that happened, [00:05:00] I said, you know, I'm gonna take on. My existing clients who now we couldn't fulfill their orders. We were refunding a lot of projects 'cause they had given the end date to when they'd close all the showrooms.

It kind of gave me a head start of trying it out in an economy that wasn't the greatest. People were maybe not selling their homes, but they were staying in them. So they were improving them because they knew it might be 10 years before they're gonna sell and get the money back that they've invested previously.

So, interesting time. That's how I started small projects, kitchens a bath. Then eventually decided I wanted to do full interiors. So booked a ticket to High Point without knowing anything except the fact that I was gonna figure this out and sell furniture, and it was awesome. I was fortunate to have had a designer take me under their wing while I was there.

Complete Stranger bought me to showrooms. I learned like. The lay of the land. That was amazing because I was able to really feel comfortable about that. And I've just been designing, I've had my firm since 2009, so it's been almost 15, 16 years. [00:06:00] And yeah, over the course of time, working in television here and there, and coverings and other brands and things like that, it's a constant journey that I enjoy.

Oh my God, I love that story. There actually are pieces in there that I didn't even know about, so that's really cool. I feel like as designers, we always say we fell into it, but really it's in our blood. Absolutely. It's really a part of our DNA. 

Honestly, you're absolutely right. I feel like when you know.

You are a child. Many designers will say this, like when we were kids, we were decorating our rooms and redecorating stuff. I remember specifically when I was like nine or 10 years old, I got to pick the color palette for my bedroom. It was like peach and mint green, you know, that was like the colors and that's coming back in like a different way.

But it's, it was just so much fun to me. Then I remember getting in trouble at a local paint store. My sister and I used to steal the swatches 'cause we would. Make things with them. And I remember someone who worked at the store yelled at us like, you can't take all of those. Can't have creativity. You know, let them take the samples.

You know, budding designers in the making. 

That is so funny. [00:07:00] Yeah. Because when you're just literally intrigued in it, you feel like everything's a part of the design world, right? You're like, oh my God, she threw away that fabric swatch. I'm gonna take that and do something with it. It's so funny. 

Keep all the samples.

It's all about creating. 

Yeah, I think that's why I've become a hoarder today. So I'm like, oh my God, that one's large enough to turn into a pillow. Let me keep that. 

I have so many leftover scraps of fabric in the back of my office that I'm saving for something. Use that one day. Just dunno when. 

Maybe we'll just make a garment out of it or something.

I don't know. Yeah, we'll just put hours together. I guarantee you hours align with total balance. 

I think so too, because I love your wallpaper and I have looked at that sample. It's a favorite. 

Don't you love it when you see something in another designer's house and you've either. Expect it for a client's house, or you wanted to expect it for a client's house, and then you're like, oh yeah, that's how it looks installed.

So yeah, I love that too. You know, I think what I heard you say in there was when you worked for the expo center, you probably had a lot of takeaways from that, I'm assuming, because you said that you learned how to navigate clients and then healthy market at the time. But business [00:08:00] wise, did you know, did you pick up on anything?

I'm just curious wise from them, or maybe did you notice how. They, you know, dealt with client issues or was there anything that you can remember back from those days that maybe you've pulled into your business now? 

Yeah, absolutely. So, and what is unique too is that like, so I, I worked for a small firm as a design assistant for like under a year, and then one other time when I first moved back to Florida.

So most of my experience was working for corporate, you know, where you were doing design in, in volume, right? And with certain sales goals and things like that. So it was a different structure, but I really. I think I learned a lot from that. Not only the educational aspects, but I was around a lot of people.

Expo is a great. Like I said, I always say it's a great learning place. A lot of the people that I learned from previously might have had their own design business and the point in their careers where they were like, I wanna scale it down, but I still love designing. It was a great company. They were still able to do what they do, great benefits, all of that.

So there were people who were like [00:09:00] really maybe very far along in their career that kind of taught me as the young designer. There were others just like me as well, that we kind of. Grew into it together and learned from one another too. So, you know, it fostered a really good environment of some really educated design professionals that taught me about NKBA, that taught me about all of these things.

Right. Also, another part of it where to me it was about constantly learning about product. Like we had to do our own quotes. We had to know how to use the spec books. We had to space plan to our drawings, and then put together project binders, and we would sell a whole job with all of the plans. Literally, it was this thick and every job had one.

Mm-hmm. I, I did about 60 kitchens and baths a year. When I worked at Expo, it was volume. So if anything, I learned how to do and would, I mean, it really helped when designing makeovers for tv and you know, this part because it's like fast paced. Well, selling at that volume forced me to be a little more fast paced in the design, learning the showroom, learning how to move clients [00:10:00] along.

So I think there was a lot to be gained from that. Kind of environment in terms of learning how to really figure out what the client wants, know all the brands, get that education, and then know your way through the showroom and rely on your coworkers who work in the showroom in the different respective departments.

But some days they might not be available or there might be helping someone. And you still need to get the information, learn the product too, learn from them, learn from vendors, learn from reps. Education, I think is everything. And that's where I feel like I got a lot of the best of it other than school.

That is so great. Yeah. I mean, there's so many nuggets in there that people can apply. I mean, first of all, decisiveness is a big one. Right. I heard you talk about making things. It's part of what we 

do. 

Yeah. Right. Like keeping things moving and, and I'm the worst of my own now for clients that are for clients talking to me, yes.

Do that now. But for me, I'm like, oh, maybe, maybe, maybe, maybe, maybe for 

hardest thing, like, like I've had this wallpaper up nine years and I wanna change it, but I'm like. This is gonna have to be a whole new look in this conference room. And I've got [00:11:00] like seven other wall coverings taped up somewhere else and I'm like, maybe one did this one.

I wanna use this one. It's just we know too much as designers, we know we see too much. We know too much. Everyone but ourselves is the hardest client always. 

So true. Yeah. But I, I just, I think it's so great that. You were able to extract those things away from your past experience. And I think so many designers come into interior design and they think like, oh, I have nothing to give to this industry.

I'm brand new, or I'm just starting out. Or, you know, I'm not a professional, quote unquote. But if you just look back at your past, just like you just did in that synopsis that you gave us. There are so many things in there that I see you doing now in your business, and I know that you probably just incorporated those naturally because you did them in a larger scale with a corporation.

So I think it's great to run your business like a corporation with the systems, with the processes, with keeping things moving, keeping the clients happy, being ready to pivot when you need to. There. So many things in there. And the biggest part of that too, for you seems like that you, you definitely caught the kitchen and bath bug [00:12:00] inside of when working there too.

And you've worked that into your career now because you really had this diverse career. And not only from your beginnings, but now with your own firm of course, and from TV to brand partnerships and all those things. How did those doors start to open for you when you were working as an interior designer and then you realized like, Hmm, you know what?

I want more than just design. Maybe I wanna have a bigger. Voice in the industry. When did that happen? Ab 

absolutely, and I think so many of us as designers, it's, you know, we are looking for additional platforms and I think the way we are at, especially today, maybe 15 years ago, it was a little bit different too.

The same opportunities did not exist in the same way. Right. But there were still there, and I always feel like. When you're a younger designer, especially, I feel like there's always this thought of how am I gonna get to the level of someone experienced and be able to speak to a group and, and have them wanna listen to what I have to say and all of that.

So much in that part came from saying take a [00:13:00] little bit at a time, right? So for me it was kitchen and bath and I was like, this is my thing. I'm gonna get certified in it. I'm gonna learn the products I'm gonna memorize. I mean, there was a time where I knew all the model numbers, the Kohler spec, but my key things I could spell I, it's just.

Spit 'em out, like, oh, this is a K 22 ton caxton sink. Like, I had it to the point where it was here. Not anymore. There's way too much has happened between that. But the point being is that I really wanted to hone in, learn so much about the products and the industry, and when I had gotten my first NKBA certifications, I saw that as a K.

That's my niche. I was a younger designer. I was like 26, 27 when I got the first one. And I was like, I am gonna speak at a local home show, our NKBA chapter used to do these speaking events at the home show. And that was like the first time I got up in front of a crowd and talked about designing your bathroom on a budget, which was kind of my wheelhouse.

'cause I'd been selling bathrooms on a budget I expo. I mean, I would be given them the number and I had a hint that number. So that was a topic I was comfortable with. So I think. [00:14:00] To me is like when you're starting out to do that and you're trying to set out, don't try to take it all on at once. There's a place for everyone and I think then there's a place to evolve.

I worked with coverings on a showcase and then ended up working with them for many years, uh, as a industry ambassador, and then with Armina Stone locally as their spokesperson. I think it's about like just kind of finding your niches and. Banning on those niches. For me, furniture's also a big part of what I do and I love kind of being in that side of it as well.

And you know, paint, we've got paint and wall coverings and lighting. There's all the different parts. But I think for me, the opportunities came from persistence and then niche. I think niche is a key part of that. They always say like, when you're building your brand, find your niche. And I, it's really. The truest.

I mean, that is the most important, and you could have more than one niche eventually, but stick to one and then grow that and let it branch out. 

Oh my gosh. You guys rewind that and listen to that again. That was literally like a niching and branding 1 0 1. So good. So good. Right. It was [00:15:00] so good though, because I think a lot of us, when we start out, we wanna be everything to everybody and we wanna service.

This client and that client had this specialty and that specialty. I love that you honed in on something that was part of who you were, something that you had experience with, with kitchen and bath, something that you enjoyed, and then you really just jumped in full force and then you became known as the person that your clients could trust with that.

And of course, yes, you're talented in the. Other areas, but it's great that you really found that thing that, and held onto it because brands start to notice that. And other companies, as you said, start to notice that because you're becoming sort of your, you know, one woman spokesperson, if you will, for kitchens and bath before you even find any other partnerships that you are aligning with.

Really something that we can all hear and grow and apply. And again, try not to be everything to everybody because when you are really honing in on what you love, what you're great at, then you're gonna set yourself apart. From other people, which is exactly what you've done. Now, another thing that you've done, I wanna get into more of the [00:16:00] partnership conversations and branding and so forth, but when I think of Atlanta Kappra, I think of someone who is poised and put together.

And you are always just so polished When I see you on stage. I mean, yes, you're a a naturally conversational great person of course, but I'm just saying you have this aura about you that is just. So polished. As I said that I think that is part of the key to branding, and I know if you did that intentionally, I don't know if it's just who you are innately, but tell me about how you think about your own self personally and how that represents your brand in front of clients and in front of other partners that you might wanna work with.

First of all, thank you. I appreciate, that's such a nice compliment. If you saw me on some days where I'm on job sites, it is not polished, but that's work wear. You know, I, I, I'm a big believer in dressing, not only like they say for the job that you want, but also appropriate for where you're going. It is really hard.

Like we cannot dress up every day for work. [00:17:00] When you're going on job sites, it's not appropriate. I am very comfortable in athleisure and flip flops and, you know, very casual clothes as much as I am in getting dressed up. So I kind of love having the balance. When I started working as like a spokesperson, I enjoyed, I was like, oh, I can now I get to wear like the real designer clothes, like be like a designer.

You know, color coordinate stuff and put it all together. I love doing that. I love fashion. So for me, that's another extension of the work. And when I started hosting the local show that I've hosted Flow Home Project for the past six years, we're on a news station. So taking cues from what looks great on tv.

If you watch any news, whether it's local or network, the anchors are always wearing. Jewel tones, solid colors, classic pieces, right? So to me, I'm like, I think that looks great. When I had done TV previously, design competition shows, things like that, I thought I had a dress like a designer who loved loud prints, which I do love loud prints, but I didn't love the way it [00:18:00] looked on me because at the job that I have now, the star of what we're showcasing are the projects we're Tory.

So I actually thought my thing is gonna be to wear solid colors that are gonna enhance. I will match to, 'cause we get photos of all the projects that we tour and we interview the designers, or I try to pull out a color and match to the interiors. I feel like it's my duty to do that as the host too. Give it like that extra.

And then I noticed like a lot of our guests do that too now, which is nice. Sometimes they'll call me and we'll coordinate. I enjoy that part. So like that I guess sort of in a way became like a style that I decided to keep. I'm like, I'm gonna wear bold, solid colors. It looks good on the show. It doesn't distract from our backgrounds.

And then our guests do it too now. So it's a nice way to like, I think it shows off the project. I kind of love. Being an extension of what we're we're touring in terms of color palette design. Yeah, 

definitely details, yes. But I think too, Elena, like even past the point of just appearance and impeccably dressed and just dressing for the occasion, I think that [00:19:00] you always come prepared and you always come professional and that is key as well.

Which of course how we dress is definitely part of that. Right. And I remember, I will never forget, I was, um, and I've told this briefly before, but I was just picking out fa, I was just starting out brand new designer and I was just with to the fabric center to choose fabrics. And I was like, well, what do you wear?

So I put on a suit jacket, a nice pair of pants. I dressed 

up to that. 

And so I go in and the guy was in there and he was like, you are the only person that's ever coming here wearing that. And he said, son, if you keep that up, you're going to be as. No matter what, because that you are showing the world that you are ready and prepared for what's coming ahead.

So I do think that's part of it. 

Absolutely. I love that you shared that 

it is just part of that preparedness that we do. But don't you agree that this is how I feel, you tell me how you feel. I feel like we have eyeballs on us all the time. We have social media. You're on television, you know, we have all these things, podcasts, all these things that we do.

There are eyeballs watching us. When we don't even realize it. And I think that if you, you know, what's that thing, if you stay ready, [00:20:00] you don't have to get ready. Right? Right. So if you stay ready, then you are ready for those things when they happen. So talk to me about what is your mindset behind preparing yourself to come across as a professional?

What do you do to just be ready when those opportunities arise? Are there, is there anything that you do outside of just, you know, being a fashion icon? What else do you do? 

So I think a big part of it too is to like just stay up on the knowledge. And I know there's a lot, so like sometimes I can even, I feel overwhelmed.

Like there is so much to take in, there's so much to learn. There's so much happening on social media that we need to keep up with in addition to our jobs, in addition to all the other things that we do. And you step back sometimes that could feel overwhelming. For me, being ready and staying ready is like kind of compartmentalizing.

So I'm very big on like list writing and then kind of like figuring out what I need to do for each thing. So like we, the show I work on, we are every week. It's not a seasonal, it's like every week, 52 episodes a year. So we don't, I mean, we just keep churning out the [00:21:00] content and so. Pre-production calls, all of that kind of stuff.

Figuring that, you know, guests, everything. And then the shoot dates themselves. So like streamlining it. Like we always shoot on Wednesdays. We've, we set that a long time ago, so I know every Wednesday I am doing that. Every Friday morning we do pre-production calls, so now Fridays is the date to do that. I do a lot of reading and I love books.

And when you, I like reading different things that help get better organized. 'cause we could all use that sometimes. Mm-hmm. No matter how busy we are, no matter how organized we could always. Do better. And compartmentalizing is a big part of that. 'cause switching hats like I have to put my designer hat on and now deal with pricing the project, putting together the proposal, getting everything together for the presentation.

That's a different part. And then being ready to present at say, coverings or KBIs or go film content with Armina stone. Like I'm constantly switching. But with that comes be prepared. Have the conversations with the key people. So like if you're doing content for, with a brand, I [00:22:00] like to. Speak about what?

What performed well, what didn't, what should we change? Like have conversations continue to improve, continue to hone the skills. I think, I mean, I've watched every episode I've been on for years and I watch it because. We put a lot of work into it. They love to see the finished product. I watch it to continue to stay prepared.

What didn't I like? What I said, what could I do better? I take feedback from everyone I work with, but also my own little notes and I, same with design projects. You know, talk to your clients, get a little bit of information on what's working for them and the process and what's not. I think conversations are really important and organizing and kind of compartmentalizing the different tasks to stay ready and to continue to think about what's next.

That's really great. I love the compartmentalizing of that because we kind of, I think of it like a bucket, right? So you have all these different buckets. You have your marketing bucket, and then you put on that marketing hat, right? You pull the hat outta the bucket and you put that on. Then you have your, you know, your design and you do that.

It's like if you compartmentalize it like that, we don't just throw everything in together and [00:23:00] it gets lost and confused and, you know, the people that we're dealing with get confused. One thing that I do, like I, if I'm having a crazy day and I'm doing like 25 different things. Whatever I have in front of me for that timeframe that's on my calendar or whatever I have planned for that day.

If I'm in that, I'm in it. 100 percent's cool. And that's exactly how I liked what you were saying. I compartmentalize it and I push all the other stuff away. 'cause at that moment, it doesn't matter. 'cause when if you're here, like if I were here with you now and I was speaking about, oh, this client that I have to call later, or this, you know, this other podcast that I have to plant, what service does that do for you or me?

Then everybody knows it's off and it's like, wow, something's weird about them because they're not. Here in the moment. So if you just focus on where you are, as you said, compartmentalize it into where you are and be present, then a lot of the problems and the issues that come up will solve themselves because you'll be there.

You definitely partnered with lots of brands like Co coverings, kb, Cosentino, all the other ones. I remember, gosh, where was it? Well, we were in Italy. Right? I remember being in Italy. There with the Italian Trade Commission [00:24:00] and you were there as well, and I was like, oh, maybe we'll see each other. 

We're so sy.

I know. It would've been amazing too. What a great trip. But literal, literally you're 

everywhere. I mean, it's just so crazy. And then I think our first, our first time together on a trip was to Napa for a kitchen company, right? Yes. SS Ks. 

We went to their, to their facility there. Remember that was a great trip.

Yeah, and I just think that all of these opportunities are something that a lot of designers either don't think about doing, or maybe they think about it and don't know how to do that. For those designers listening who maybe dream of working with a brand or partnering or even getting a trip somewhere like we're so fortunate to do, where should they begin with that process?

What's the first step that they can take to kind of move themselves in that direction to partner with beautiful brands that they admire, like you do? 

Yeah, I think, you know what John, I think those kind of brand immersion trips. Are the best thing. When I first started in design, I got invited on a Kohler trip and we went to Kohler and it was so awesome to be able to, in the earlier part of my [00:25:00] career, go there and learn and see the Foundry and be around other industry professionals at various points in their career that I've learned from and connected with.

Like we have. We've been on trips together. We could probably sit and go through a list of so many friends in the industry that we have met and made from those experiences. Yes, and that is. Community is a big part of what we do as designers. It is a big industry, but it's a small world and I feel like just constantly connecting is being parts of those trips is great.

How do you get us to go on them? I think a couple of things that any designer could do is like first showrooms and rep relationships, right? Specing their product, expressing interest, you know, going to other partner showroom events. If one of these brands is doing a special event at a local showroom that you purchase from.

Go, you, you can't get the opportunities by not being proactive and, and being part of the community from afar. We could participate online, we could do it via social, but you also [00:26:00] have to actually show up at the events. And I know it's hard. There's a lot of events and sometimes you gotta scale it down, right?

But like the. Best connections and relationships that I have made aside from like obviously career working at certain places and industry friends is going to industry events, whether it's at brand immersion trip, whether it's a special happy hour that they're doing at a showroom. That's where the magic happens to make those connections and really connect with someone to take it to the next level.

Most of the opportunities that I've had have come from meetings at those type of events. That is so important to actually get out and go on the trips. And if you're not getting asked, talk to some people like, I'd love to go the next time you do that. It's so important to connect and those friends you make are for life.

Yeah. I love that connectability that you mentioned. I love the fact that you're putting yourself out there. And you're so right. It's like you start on the ground. You start with the way you have. So what do you have right now? Maybe you have a rep you can tell the rep that you're interested in, in growing with that brand and maybe doing something exclusive with that brand.

Maybe [00:27:00] they offer a product that you just like source in every single home that you design. And I think that a lot of people are just afraid to even. Put it out there afraid to even ask that question. You miss 100% of the shops that you don't take. Right? So you're gonna absolutely, you're gonna miss it if you don't ask.

And I think that if you just always be bold enough to say, Hey, you know, I'm interested in doing something further with your company. I saw that you guys have, you know, maybe a council. I saw that you had, especially then in High Point Market, how do I get involved in that? A lot of designers sometimes are just afraid or timid or maybe they don't feel.

You know they have imposter syndrome, which we all do in some aspect. Well, I 

think at every stage of the career it's constantly at the, as the next level approaches. You're always feeling that, right? 

It is. Okay. But it's also okay to say, I acknowledge this. I acknowledge that I'm sort of, you know, wimping out.

I'm not really doing what I really want to do with this. I'm not saying what I want to say. And it's okay to say like, you know what? Let's do that. Let's change that. Yeah. And just have something on the tip of your tongue about. How you're excited about their product and you want to do more with them. I think that's so key.

And you're right, you do [00:28:00] meet so many other people in the industry, and if you get, let's say, an offer for an immersion trip as we just discussed, and you're thinking, oh, it's just a bunch of designers, and why do I want to do that? You know what? Those designers 

know other 

people, right? And they know other people that you can connect to, and you and I know.

For me personally, I've gotten so much from other people and so many things other people have said, Hey, you'd be great for this. Let me recommend you for that. Has that happened to you as well from those connections with the designers that you're around? 

Absolutely. And it's not always just designers, it's people who work with the companies.

It's people who are part of trade associations, it's showrooms. So there are so many different people that we cross paths with throughout our careers. Right, and the biggest part about that is to leave a memorable impression. When you are given a job, a task, or an opportunity, do it well and do it in a way that someone's gonna be like, wow, I really feel like they did everything we were asking for.

And sometimes more. Not that you have to go over and above every time you do something, but [00:29:00] I think it's those little things of connecting, following. Follow up is huge. We all get so busy. Sometimes follow up doesn't always happen. Yeah. So play to nudge and be like, Hey, I'm reaching out again. People do that to me.

I do that all the time. It's the most important thing. 'cause sometimes you miss things and sometimes those things you miss could actually be great opportunities, great collaborations, great connections and friendships. 

It's so true, and I just think when, especially when you're newer, I love how you said it changes and it evolves as you evolve as a company and as a brand.

It really does because something that you may have said yes to in the beginning, in year one or year two, you probably wouldn't say yes to in year 10 or 15. It's just a different mindset of growth that you want to have that it's just so great as you said, to keep your eyes open, to get out there and talk to people.

But I also, back to the whole branding thing, I think that again. Not only are the people from the outside, the other brands are looking at us as a brand. It's our design colleagues as well who are looking at us, right? And it's the reps who are looking at [00:30:00] us and they're looking at us to say, does that person have what I need to partner with and represent my company on a bigger scale?

Right. I think that everyone is watching us, they're watching our Instagram, they're watching I'm much, you're, you're on television. They're definitely watching that they're watching. All the things and, and you've just done the brilliant job of keeping your personal brand consistent over the years. I How intentional has it been for you to keep it consistent as a brand and to, you know, cause other people to notice it because of that?

Has that been an intentional thing for you? 

Well, I think there's a point where it becomes. Part of who you are. I don't even know how else to describe it other than you can't be anyone else but yourself. Right? So if someone's like, your brand is this, or your brand is that, yes, anyone in marketing would tell you there's intentional things you have, of course.

But I think as a whole, who I am. In my work, my passion for certain things in the industry, that's just part of who I am. The other things that become intentional, I think are aligning with the right opportunity, right? Like, oh, being part of this would be great. [00:31:00] Or another big thing, like the intentional stuff.

When I'm doing intentional things, it's also about like one, does it fit? With kind of like the stuff that I like, does it represent the stuff I actually specify? I think that's always a question. There's so many different, like if it's something like you use all the time, you believe in it, you know it, like of course that's a great alignment, right?

But also like I wanna say, intentional things are like other things we align with in terms of. Trade associations and organizations, you know, all of that. I think continuing to go to trade shows, events, all of those things are intentional in a sense, because when you are immersed in the industry, you need, that's part of our responsibility to like keep being immersed, right?

And to keep going and learning and seeing what's new. So like. The intentional things are to keep up with what's trending, to keep up with what's new, to continue to go high point KBIs coverings at various markets. You know, stuff in a lot of the European trade shows, if you can, you know, [00:32:00] just even if you could only go to one, but like.

Do as many as you can. Right. Because that's another big part of what we do. 

Totally. Yeah. And again, you're gonna meet people there and those partnerships are going to develop. I think you answered my next question about how basically do we know when a partnership is successful and something that we want to do?

I love that you've just listed those ways of how it. Aligns with you, but if someone is listening and they're like, yeah, you know what? X, Y, Z brand just reached out to me. Is there something that goes through your mind when you're making sure that a partnership might align with you or might not align with you, or maybe it's whether it's worth it for you to do it or not?

Yeah. I actually think that's a really good question, and I think that's one we. All ask ourselves like at every different phase of our career, right? I think it's really important to one, be clear about deliverables and like if you love doing videos and reels and lives and all of that stuff, great. You want to do something where that's the deliverable, right?

Or perhaps you're not comfortable on camera, but you are more comfortable writing or showcasing [00:33:00] just your finished work. I think you have to pick what fits what you wanna do. And don't try to be anyone else in that. So like if you have these honest conversations, do I like the product? Yes. Do I use it? Or if it's product I haven't speced yet, do I wanna learn more about this?

Chat with the brands. Get to know the people. What's all about? If the connection with the people behind a brand is good, that's a win-win, right? Because then you're gonna have a successful outcome for all parties. And if those things fit. It's gonna be a, a great success. 

I like what you said about you, you might not know about that brand and the way that you want to know, or maybe you've never worked with it before, but you want to if you've thought about it, because that can lead to other opportunities.

I know for me, I spec DXV for, you know, bathtubs specifically. A lot of bathtubs, but never. Thought about toilets. I've never really thought about that. And so when my book came out, they approached me and said, Hey, we noticed that our tubs are in your book. I'm like, yeah, they are. And they said, have you ever specified our toilets?

And I said, no. [00:34:00] So we talked, and long story short, now I have all of their toilets in every bathroom of my home, obsessed with them. Literally the only thing that I. Specify now because I'm so obsessed with them, but I would never have even known about that had we not developed that partnership. And then that leads to, I'm on their website now as an ambassador.

It's just really interesting to me that if you just keep your eyes open to things, the opportunities will eventually present themselves to you If you just keep doing good work and you just keep doing absolutely the things. Getting people noticed, but for new designers, I mean, what do you, how do you feel about this?

I'm gonna see, and I'll tell you how I feel. If you're just starting out and you're, you know, you're not sure, right? You're not sure who you want to work with, would, do you suggest just maybe just trying things and seeing which one works and then, you know, learning along the way. 

So yeah, I feel like that could be good.

But I have, uh, a couple of other things, like maybe it's from past experience. I don't know if this helps anyone. When I was newer to design, I wanted to immerse, and I still do, but in charit charitable projects. And that is a really good way to reach out to [00:35:00] brands that you are interested in or some that you may not expect before because everyone wants to get behind a project that does good for an organization or your community or, I did a lot of charitable projects that I'm very proud that I was part of, but the design community as a whole really steps up when it comes to a lot of these things.

So I think that's kind of a good way to ease in. There's so much great reciprocal things that come from that, not only publicity of doing something good. For both the manufacturer and the designer, but you're also getting to specify the brand. So like I also throw that element of like great charitable things in addition to like kind of aligning to see like, hey, I would love to be part of this and maybe they'll donate the faucets, or I can get the wall coverings and then you.

Created a nice starting point and then there might be another project or then they might feature that on their website. We can't ever go into something with a clear like this, I'm doing A and B, so it's gonna equal C. I mean, I think sometimes the things that we have different expectations for end up being something [00:36:00] completely their end result have B totally what you didn't think.

Right? And so I think you just have to go after the things that you feel passionate about. If you wanna work with the brand, reach out. And then if not. Reach out to the people who are repping the brand, reach out to the showrooms who are selling it. Don't put the expectations too high because we can't take on everything, right?

There's a room for everyone. Slow and steady. Find that niche, something that you love. Oh, I love specking wallpaper, so I'd love to try to work with someone who does wall coverings on a project, and then maybe they'll highlight it. Find something that you're really passionate about. Because you can't fake passion, right?

You cannot fake a lot of things. People see it, they feel it. It's when you speak, you emote it. So like if you're passionate about something that will come through and I think pick something you're passionate about and the rest will follow. 

Oh, that's so good. I love the charitable aspect of that and, and yeah.

It's so funny you say that because I was gonna mention that because there are certain things that I've seen you do over the years that. Are kind of ingrained in my brain that you did. I just remember one that you did. It was like a football [00:37:00] themed bedroom for That's my favorite. 

I, I wrote a note, John, not to interrupt you, but I, I, I wrote a note football theme that you asked about a project if, if random project.

I love that one. So thank you for remembering that. 

Well, it, it's so funny because that's what comes to mind and I knew that was charitable work and I knew. That you had to work with some brands on that. I think it gives all the warm and fuzzies, right? It gives you the warm and fuzzies, it gives the brand, the warm and fuzzies, it gives the recipient of the beautiful work you did.

They feel great about it. It's an all around good thing. And I think that is such good advice to dip your toe into partnerships, is to go into it with your heart. Don't go into it expecting something to happen. Go into it for all the right reasons. But when you do it for that, it's funny to me how the opportunities start to open up and the doors start to open up.

What charity was that for, by the way? The one with 

that was actually, it was called Kid Sanctuary Campus and they're in West Palm Beach and they would build homes from the ground up for children in foster care. So they had two boys cottages, two girls' cottages, and a therapy and learning [00:38:00] center, and I was part of three different homes.

Two homes owned the center over the years and different designers, like many friends in the industry, we would provide an entire room of furnishings or materials and then they would do installation of, you know, the bathroom fixtures, all of that, the tile, and I started very early on. I think in 2014 was the first year I was involved, 13 or 14, and I felt so proud to have been able to even be part of it, but then also to meet other like-minded designers who cared about that.

Really wanted to be part of doing something better through what we do and partnering with brands. But like that specific bathroom, the football bath, that was something that was something I wanted to do because I wanted to bring in as many people that I've worked with as possible from Thailand, stone industry specifically.

So the football I made like. Regulation size football, I wanted it to be over the goalpost, breaking through the walls. So I actually had friends that I've met over the years through coverings and one did a 3D mold and the other [00:39:00] did custom mosaic work to make the football look very grateful for that too.

So like all of these things would not have been possible, but I was able to turn to friends. I've met through things over the years that I've attended and they helped and because we all collaborated, made it. More successful. Cambria did the countertops. Kohler did the fixtures. Philip Jeffries wall covering like a lot of different people helped make this what it was.

And it's one of my favorite things. It's a little fun, it's a little kitschy, but like I love that part of design too. I'm really big on themes, so that kind of stuff is fun, but it would've never happened if I wasn't connected with. Others through the industry by attending events and just aligning and being like-minded about doing good for the community.

I love it. Yeah, it makes people happy. On top of that too, everybody feels good about it, as I said, and you know, there's lots of opportunities. Look in your local areas. Is there a fundraiser that you can donate to? Is there a charity that you like locally? I know that design on a dime is a big thing that a [00:40:00] lot of designers work with, right?

I've 

attended when they had it in Miami. It's like really cool. And it's such a great way to do something good, but also partner with different brands. I've done stuff with Ronald McDonald House Make-A-Wish, a Salvation Army Community Organization. So there's always opportunities that could come up and if they're not there, think about creating that.

Yeah, I Dream Collab is bringing together. Many talented designer friends throughout the country and doing an incredible charitable project, like taking all the talent, all the brands, and doing something huge, like bigger scale than like just local, like doing something that could catch on because we haves.

So many talented people in our industry and we have so many brands that are charitable and like-minded, and I wanna do something like that. I don't have the time right this second, but I'm putting it out there that one day. I think that's something I would love to partner with other individuals and brands and organizations and just do some sort of amazing kind.

Design, installation [00:41:00] and something very meaningful and great. So something that's a dream, 

I love it. I'm in, let me know. We'll carve out the time. Some way to do that. Yeah, we'll make it work. The things that matter you, you find time for those. I kinda wanna pivot a minute before we run out of time, because I wanna talk about your speaking engagements and the panels that you're on because you've moderated and spoken on honestly some of the biggest stages in our industry, and I know a lot of people have aspirations of doing that.

What advice do you have for someone. Who is waiting maybe to land their first panel or their first speaking gig or any of those things that are in front of people As a presenter, what, what advice do you have for those people? 

So when it comes to like panels and like preparing for that kind of stuff. A few quick things for me, like, so the type of television that I host, we are not live so little bit different.

When, and I'm much like with podcasting and stuff, sometimes we're, we're able to edit, right? Yeah. So there's a different element to that than live presenting. I always try to work on both sides of it because live was not always my strong suit and it was something that I have continued to [00:42:00] work on and.

The only way it gets more comfortable is by doing it. There's no secret sauce. It's just like you have to keep doing it and getting more comfortable. If you are going to veer into your first kind of panel, whether you're moderating or a guest, have it be something in a topic that you align with. It is really hard to be part of a panel if it's design related, like in a niche that you are just not there.

Like, if you are not big on talking about sustainability, don't do that panel. Do something that might be about, you know, different color theory and stuff like that. So make sure that's aligned. Don't just say yes to something if you don't feel you could talk about it for a long time, because I think. Then the prep work becomes hard.

You're putting a lot of notes together. What I've learned from hosting the show that I do and talking to designers every week, and I'm sure you probably have the same thing, 'cause you talk to designers every week as well. So we both are aligned in that. I find when people prepare stuff in advance, you sometimes see it.

So we always [00:43:00] encourage our guests to, like, we will talk about, like we talk general rundown, bullet point topics, how it's gonna go. So everyone's comfortable, but you don't want surprises. But, but the key is to not have anyone prepare stuff here because. It. It doesn't come out as authentic. It doesn't come out as natural.

So like, know your topic, but if it's a topic you feel comfortable, don't get in your head. Like if you talk with your hands, talk with your hands. I talk with my hands. I'm from New York. I have talked with my hands my whole life. I do the clasp. Sometimes I mix it up, but I talk with my hands. If you try to restrict, then you're not projecting as.

You are. And as people know you, there's a balance to that of the right cadence and holding your arms the right way, being yourself too. So those are, I think, the two things. And then the one other thing I would add is I'm a big fan of like index cards. If I'm moderating a panel or if there's not like a teleprompter or something, I like to break it up and put like key bullet points or if there's intros or bios that you are doing for the guest.

That I will put [00:44:00] on index cards, and I tried to color match them sometimes to outfits that only lasts in a brief time. 

You did 

no classic white index cards, but if you are doing that too, also think about once you get to the panel and once you get to the thing, ask about the audio. Is it a handheld mic? Is it a lab mic?

Are you wearing it on your head? Why? Because your outfit choice, you should actually ask this beforehand because your outfit choice For women, we wear a dress, right? Sometimes if they might not be actually fully attaching the audio mic. So you might have to pack like just resting on the chair and then you get up and you forget and like, so there's things that think about with the audio.

If you're holding a mic. I once was holding a mic. And holding index cards. And I have a great video of where like, I didn't drop the mic, I dropped the cards and they went, they slid down in a cascade gracefully to the floor, and I just let them fall. I just kept going, right? So it was like, okay, let's get the next questions here.

But when I had a break, someone else is talking. I swooped them up. The point is, know the audio. Ask about that. If you're new to it, feel comfortable with the topic. [00:45:00] 

That's great. I love that. If you're asked to speak about something, like if you're not using AI and someone says, Hey, come on this panel about ai, and you look like a total moron when you get up there, it's like, why would you even want to do that?

There's no reason. So, but 

you have to pick the fit. There have been times where I'm like, I don't, maybe I'm not a good fit, but this is again, with your connections, so and so would be a really good fit and that's. How all of that happens. Keep that niche. 

And that goes back, I think, to just being aware of who you are and what your skillset is, but also not worrying about competition.

If you say, oh yeah, so and so can do that. They know that topic, and that's a wonderful place to be to where you can give something to someone else, because that lets that person know that you're caring and that you're part of the industry community, and that you actually want people to grow and then they're gonna give that back to you.

For other things too. How did your speaking opportunities come about early on? Did someone approach you? Was it sort of like we talked about earlier, nurturing those relationships? How did you start to garner those speaking engagements? 

The first one was me hearing that [00:46:00] our local NKBA chapter was doing speaking seminars at a home show.

I put my first presentation together and then every time they did that for a couple of years, I said, yes. It was a volunteer event, which was awesome. And it was really great because I would have, my friends would fill the audience and it took years of doing that and like all I ever wanted to be was the featured speaker.

And 10 years later I was able to be the featured speaker because. I feel like putting in the work and constantly showing up was part of that. Right? Yeah. So seeking ask like, Hey, I would love to present about this at this event or this be part of your trade organizations and associations, because they do events all the time and sometimes they need presenters.

So that's one opportunity. Right. And then also talking to local reps and brands. They do events all the time. And sometimes they need someone on a panel. So if you continue to put out the fact that you are actively seeking those opportunities in a way that's natural, in a way that's just like, Hey, I would love to be part of that if it ever happens, and [00:47:00] take the opportunities that come up.

I think it's all about not being afraid to say no. If it scares you a little, do it anyway. But I am a big believer in don't take on something if it's a topic you are not well versed in or passionate about. 'cause you don't wanna sit there and not be able to be part of the conversation. You wanna be able to engage.

That's the best part of the best panels are where everyone is just bouncing off of one another and you're getting this amazing conversation and insight. So take what feels comfortable, but if like the opportunity scares you a little, like it's a bigger crowd or it's more people, or it's live, you're only gonna learn by doing So jump in, 

do it.

Oh, that's so good. You're just dropping these little things that you're saying so nonchalantly, but I think they're momentous. You were speaking at NKBA events at the Home Show for all those years. It was on a smaller scale and you wanted to do it to get the opportunity and then that have led to other things.

So many people wanna go from zero to 60 in like a year's time, and it's just not going to happen. People [00:48:00] have to understand that it's a process and learn that you're good at what you do and learn to trust you and learn that you're gonna speaking on this subject. And I think that just solidifies you as an expert in that field that you're speaking about.

But I love that you incrementally worked your way up. To that because now I'll tell you, Elena, when I think in KBA, when I think kitchen and bath, you're one of the first names that come to my mind every single time, and I think that's part of that whole ladder of success and all the steps that you took to get there.

Well, thank you. And the association has been. Awesome for me because like I said, since day one it provided me local chapters and national like with opportunities to be able to be immersed in different segments of the industry. Right. If you wanna speak about design, if you wanna write about, you know, there's so many different parts.

Like I'm a really big believer and if those opportunities are there, just go for it. We don't talk sometimes enough about how many times you get. The word no. And like I used to write, I have, embarrassingly enough, I used to send emails like I have been a guest on certain shows that like embarrassingly, I sent [00:49:00] emails many times pitching myself that no one ever responded back.

And then one day I'm like, wow, this is so funny. 'cause like, here I'm here. Like that kind of stuff. I literally put myself out there and I'm sure you've done the same, like it's, it's not, yes. Are there people who sometimes have an opportunity where you are hand selected from Instagram and like they're like, this person's gonna do this?

Yes, that does happen. Persistence is really a big part of it too. And I think for me, I'm always thinking about, it's not just about getting the job, it's about keeping the job. Mm-hmm. So you can't just get the job, you gotta do the things to keep it, or the speaking engagement that's ongoing. You have to keep honing the craft because the hardest part is not getting the job.

It's maintaining it. It. It's sustaining it. 

Oh, mic drive. Mic drive on that. It is so true because you do all of the work to get it and then what you're gonna halfway do it. When you get that opportunity, you gotta put out, I remember 

the fear of like when any big [00:50:00] opportunity, I was like, well, now I've been picked to do this.

Right? Have you ever felt this, John, like you have gotten this opportunity. Now you have to make the people who chose you for that know that you were the right choice. Like do the best you can and it's not easy. 

Or sometimes it's just making sure that you give yourself the time to do that. If you're juggling 10 projects and you're like, oh my God, I just said yes to this, it's a great opportunity.

Something has to go, something has to be pulled away or delegated to someone else. Right. So I think time fits into that as well. Over promising for things and then not being able to deliver. 

Absolutely. And I'm gonna be completely honest, sometimes I work locally on television. I do other things as well, like spokesperson roles, but I also still have my company and I've always had a design business and I have clients.

I may not put it all out there every day, but day in and day out, I'm here at my studio and working, but. When I first started on the weekly design show, I did scale back on the amount of projects I was doing intentionally because I was, at one point I was doing projects in New York and outta state and in all these different areas, and I loved that.

That was a goal [00:51:00] and I did it, but I don't have a large staff. I knew what would be physically impossible to do all of that and do the job well. I had to make that choice. I got the job. I have to now keep it. 'cause the client projects I got to, I have to keep those and I have to keep those clients happy as well.

They can't just be saying, oh, she's here doing this, but not doing our project. That is the worst scenario and you don't want that to happen. So like I did the best I could to scale back. I had to say no a lot then the pandemic happened six months into that. But it allowed me to reset, reprioritize, and I feel like now I'm at the point, I've been doing this long enough that I'm able to balance it.

It's, I don't have perfect balance. No one has perfect balance. It is literally like constantly right? Doing this. I just do the best I can when I feel like it's getting to be too much, like I've might have taken on too many projects at once. I try to at least then like bring on more help or maybe let up on this thing.

It's a constant balance. I can't be dishonest and be like, oh, it's easy. It's not easy, but it's easier to compartmentalize and you [00:52:00] recognize when there's too much on the plate. 

And also understanding what your responsibilities are, that we know what our responsibilities are for designing a client's kitchen, but do we know what responsibilities are we're going to have for this partnership opportunity or for this speaking engagement?

What are we required to do? Because I can tell you this. Even if you do tell 20 people that you're gonna do this, that and the other, no one cares about what you're doing for someone else. Like your client doesn't care that you have 10 speaking engagements. They could care less. They wanna know when their bathroom's gonna be finished.

Right. No, it's, it's true. We have to deliver on those things and sometimes that means working a lot. There's a lot of work that goes into projects. There's a lot of work that goes into work with brands. I'm not a full-time influencer. I just do the micro influencing things sometimes. Those people who do that day in and day out every day, that is a lot of work and you have to a hundred percent recognize the time, the efforts, the planning and all of that.

My respect is like here for people who are doing that kind of content every day because that is a lot of work [00:53:00] and it's hard and nothing is easy. I, I think if it looks easy, that means you've executed the video, all of the branding, and however really well, because you're making it look easy, even though it's hard.

Maya is here for the people who I know are working on other things and doing actual design. My, my bar's a little lower for the people who are just like, oh, I'm an influencer, but I'm not really a designer, but I'm gonna tell you that I'm a designer. That's a whole other purpose. 

Yeah. I was speaking in, yeah, I understand what you're saying.

Definitely those who are putting in a lot of work, it's that putting in a lot of work is admirable regardless of that, whatever. It is. 

It is. It totally is. And you gotta guard yourself, I'm sure, against getting burned out and getting just overwhelmed with everything too. 'cause it can get to that point if you consistently say yes.

But what I'm hearing you say is understand where your talents lie, understand where your passion is, understand what your obligations are, and then say yes to those things that align with all of that. And then underneath that, of course, is your values and your belief systems and all of those things have to align [00:54:00] as well.

And you have to just feel good about these partnerships. These partnerships are things that. It could take you to really big places, but you need to be aligned in a lot of ways with them. I think that's just really great that you've given us 1 0 1 on branding and partnerships and how to work that, how to grow with that.

I think there were things in there for new designers, things that you said that would help designers, even where we are now who want to take things to a different level. I think there was so much in there. I loved it. But before we go, you're not getting out of here before I do my drop it like it's hot segment.

Okay. I 

love it. 

Alright, so. I wanna start with this one. What is your most underrated career moment? 

What, okay, so that is a hard one. Like quick, I know it's rapid fire, but by underrated do you mean like something that didn't seem like it was gonna be a big deal and then became big like 

Exactly. Yeah.

Something that you were like, oh, this really isn't gonna do anything, and then suddenly you're like, oh my gosh, that turned into really something great. 

So I'm gonna say going into, I was solely a bath designer, that's all I did. I [00:55:00] sold. Faucets, sinks, toilets, and tile, and I had no idea that it would lead to amazing things that I get to do today.

And I love that part of the industry so much. 

I love that. Take those chances and move towards other areas and then it could lead to other things really. Great. Do you have a favorite project that you've ever worked on? And this can be charitable Elena, or this can be, you know, any of the things that you've done.

We've already talked about the one. Yes. But is there any, anything other than that project that you've loved throughout the years? 

I mean, I love all of my projects for different reasons. So like there's a lot of like different parts to each and every one that I'm like, I loved this about this. It's like totally outside the box, but all the design projects I cannot rank against one another besides the charitable ones would sometimes hold high 'cause there's really special.

In addition to that, my favorite project was the installation and design showcase. I first did a coverings in 2010. It was my first introduction to the show. It was a bathroom design. I got to use amazing ceramic tiles and just beautiful mosaic and there was all sorts of great stuff. [00:56:00] Sky was the limit to choose the product.

It was built and installed by some of the best tile installers live at the show, and that particular moment, that vignette, all of that, that was the first special showcase I was ever part of. I was really proud to be part of it, and that was my whole intro to ever working with coverings. So it's a very, very special project, and it was more of a vignette, but that was like, when I did that, I was like, this was just the coolest thing.

I never got a chance to do anything like that before. I wanna do a showcase or something special like as designers. Those are like those moments of like, I wanna be part of that. And this came up and I just, it was really cool. I worked with great people who helped envision and helped to help me make the dream of what I envisioned a reality.

That's good. And you can really push the boundaries when it comes to experimenting with different things when you have those opportunities, right. That. The fun part about it. Yes. Last question. Last drop it like it's hot. Question. What is one word? This may be hard 'cause it would be hard for me, and I can't sorry to force you to do this, but what is one word that describes your business today?

[00:57:00] Evolving. Evolving. So two words. Constantly evolving. I have to give the second words because it is like, I don't even know what other, and it is always evolving and I actually don't think I would feel comfortable if I was steady, like evolving in every aspect. And that's what I like about it. 

That's great.

Keeps it exciting, keeps it interesting, and keeps people watching to see what's next. And I know everyone listening is going to keep watching you to see what's next. I know I am. Love this conversation. It's really been a masterclass and building a presence and creating partnerships and showing up with style.

So tell everyone where they can connect with you and learn more about your work. 

Okay, so thank you again, John at Elena Caper Design is my Instagram handle. My website is elena caper designs.com and I look forward to connecting. And of course, John, I really appreciated this. This was so much fun. 

Oh my gosh, I've loved every, I knew I would love it because we always, when we talked offline, it's it and.

For everyone listening, just so you know, when Elena and I talk [00:58:00] offline, it's just like this. This is not 

first. Just same thing. 

This is it. Yeah. This is it. When you've done it as long as we have, you're just like, yeah, this is it. Take it or leave it. So I've just, I've loved your candor and just. Your willingness to share.

Thank you for that and for everyone listening, if you've been waiting for your permission to step into your next level, maybe this is it, right? Because remember, it's not just about being talented. You have the talent. It's also about being seen. So Elena, thank you again for being here. Thank you for sharing your talent with us and for allowing us to see you and pull back that curtain a bit to know how you work behind the scenes as well.

I really appreciate it. Thank you, John. Thanks for tuning into this episode of the McLean Method Podcast. I'm so grateful you made it all the way to the end because that tells me that you're ready to do the work that truly transforms your brand, your business, and your life. If you want more tools, trainings, and behind the scenes looks at what I'm building next.

Head over to McLean method.com and [00:59:00] don't forget to follow along on Instagram at the McLean Method for even more drops of brilliance. And remember my friend, your brilliance is your brand. Don't dim it, design it. I'll see you next time.