Season 7 Recap: Winning Strategies for Interior Products with Nicole Lashae (Ben) Hall

Designing and selling interior products isn’t just about aesthetics—it’s a strategic game where creativity meets precision and innovation fuels connection. In today’s competitive landscape, the brands that thrive are those that know how to combine compelling visuals with functionality, personalize their approach through technology, and tell stories that truly resonate with both designers and clients. From navigating customization challenges to leveraging digital tools, the most successful brands are redefining how interior spaces are brought to life—and how products leave lasting impressions.

In this exciting recap of Season 7 of Thrive In Design, we dive into how top brands in the interior design industry are redefining success through creativity, customization, and cutting-edge technology. With incredible guests throughout the season, we explore the hidden tactics behind impactful product design, seamless collaboration between designers and manufacturers, and the digital innovations transforming how spaces are imagined.

Tune in and get inspired!

• [00:01] Introduction to the show and this season’s 7 amazing guests
• [08:27] Balancing creativity and functionality in product development
• [12:06] Challenges and opportunities in product customization
• [13:19] Decorator Industries’ design installation process
• [15:06] The role of visuals in brand identity and client engagement
• [20:51] How designers, manufacturers, and digital experts collaborate
• [23:57] How technology is transforming personalization in interior design
• [31:34] Common pitfalls to avoid when building brand presence and positioning
• [37:08] Key takeaways from the guests and their experiences working with Nicole
• [43:37] Wrap-up and end of the show

“You’re shooting for the brand, and you have to understand where the brand has been, where they’re going, and what they’re looking for.”

“The story has to capture an emotion, and that emotion should connect with who we want to attract. Inconsistency can be devastating.”

“Your digital presence is your storefront. If you don’t maintain consistency, your online footprint won’t reflect expertise.”

“Communicating with customers on an individual basis is critical to providing them with a truly functional product.”

• Tori Sikkema – Bespoke interior, architectural, and celebrity photographer Website: torisikkemaphotos.com
• Dan Hannula – Decorator Industries Website: decoratorindustries.com
• Kristen Dettoni – Design Pool Website: designpoolpatterns.com
• Rochelle Porter – Rochelle Porter Design (RPD) Website: rochelleporter.com
• Ken Lewis – Johnny Davis Digital Solutions Website: johnnydavisphotography.com

• Website: thriveindesign.co
• Instagram: @thriveindesign
• Facebook: Thrive In Design
• LinkedIn: Thrive In Design

• Register for the next Thrive In Design Live Training: training.thriveindesign.co

Grab your copy of The Ultimate Guide to A&D Sales: thriveindesign.co/brand-reps

Becoming a successful interior designer is about thinking outside the box and staying true to your authentic self. Creativity thrives when you embrace your unique perspective and align it with what truly resonates with you. Success lies in blending authenticity with innovative design principles—crafting sensory-driven spaces that tell meaningful stories, staying ahead of the latest trends in luxury, and addressing client pain points with thoughtful, impactful designs.

In today’s episode, we sit down with Yvette Craddock to explore her incredible journey into design and her approach to creating sensory-driven spaces that tell meaningful stories. Yvette Craddock, founder of Yvette Craddock Designs, is a celebrated designer renowned for her distinctive interiors and brand experiences. She specializes in luxury residential, boutique hospitality, multifamily, and vacation properties. With a unique fusion of creativity, cultural references, and innovation, Yvette transforms undefined spaces into harmonious, authentic masterpieces.

Let’s dive in!

Key Highlights from the Episode:

[00:01] Episode intro and a bit about our today’s guest, Yvette Craddock

[02:10] Yvette’s inspiration to start her own design firm

[04:50] How crafting immersive and sensory design experiences is her hallmark of success

[06:10] Her favorite types of projects to work with and what she looks forward to in 2025

[08:00] Yvette’s process from identifying the problem to getting the final result

[14:42] How she ensures the project tells a unique and authentic story of the client

[20:24] Understanding trends & how they fit in her specifications process during the design

[26:06] Things that stand out to Yvette when sourcing design products from brands

[29:09] Some of the best projects Yvette has worked on previously

[30:55] Her advice to anyone looking to make their mark in design

[32:16] Where and how to get a mentor for your design career

[38:08] New and exciting things coming up in 2025 from Yvette

[38:55] Best ways to connect with Yvette, episode wrap-up, and calls to action

• Design takes a bit of analyzing and creativity.
• When designing for a client, listen to their needs and desires, and just as importantly, listen to what they are not telling you verbally but what their body language is telling you.
• Successful designers understand they are in their clients' service, turning dreams into reality rather than chasing personal goals.
• Attention to detail, collaboration, and staying grounded in the client's goals set exceptional designers apart.
• The secret to impactful design is to listen, analyze, create, and deliver with precision, purpose, and passion

Website: https://www.yvettecraddock.com/

Instagram: https://www.instagram.com/yvettecraddockdesigns/

Facebook: https://www.facebook.com/yvettecraddockdesigns

LinkedIn: https://www.linkedin.com/in/yvettecraddock/

Pinterest: https://www.pinterest.com/yvettecraddockdesigns/

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

Trade shows have been a game-changer for brands looking to gain visibility, build strategic partnerships, and drive sales—but standing out in a sea of exhibitors requires more than just showing up. To make a lasting impact, you have to be strategic in how you network, market, and follow up. Planning your approach before the event, focusing on creating memorable interactions during it, and maximizing post-show follow-ups are essential steps in your strategy. By approaching trade shows with intention and a clear plan, you can transform a single event into a powerful catalyst for long-term business growth. Whether you have a booth or not, success lies in your ability to differentiate your brand, create meaningful connections, and convert those connections into lasting relationships.

In this solo episode, your host, Nicole Lashae Ben, shares powerful strategies to help you amplify your brand presence and make the most of trade shows—whether you have a booth or not. Listen and get valuable insights on how to make your next trade show experience more impactful by leveraging strategic networking, creative marketing tactics, and effective follow-up techniques.

Tune in now!

Key Highlights from the Episode:

[00:01] Intro & what in for you in today’s show

[03:52] A very special announcement: Speaking at NeoCon 2025

[06:53] Three key reasons to attend a trade show

[08:53] Three ways to thrive in a trade show without a booth

[09:14] 1# Leveraging strategic networking before and during the trade shows

[18:21] 2# Creating Buzz with gorilla marketing and thought leadership

[24:36] 3# Maximizing followup in post-show engagement

[30:06] Additional strategies that Nicole does for her clients

[31:00] Quick recap: Three ways to thrive at a trade show

[31:50] Wrap-up and end of the show

Notable Quotes:

• Don’t spend $10-20 on exhibiting at a trade show without knowing if you will have a return on investment.
• Trade shows allow visibility, strategic networking, and creative engagement.
• Being more strategic is thinking about how you will network before and after the event.
• Organize your leads immediately after the event, don’t wait weeks to follow up; strike while the event is still hot.
• The key to follow-up is not only about remaining connected but also being the brand that offers value.

Resources Mentioned

How To Use Gorilla Marketing S6E5: https://podcasts.apple.com/us/podcast/s6-e5-how-to-use-guerilla-marketing-to-maximize-your/id1596367503?i=1000665443416

Let’s Connect:

Learn more about Thrive In Design:

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

Your creativity is the spark that transforms ideas into inspiring spaces, breathtaking visuals, and unforgettable experiences. But what happens when that spark meets the hurdles of procurement—delayed timelines, endless paperwork, and brand inconsistencies? Bridging the gap between design and procurement isn’t just about fixing processes; it’s about amplifying your brilliance. By aligning your artistic vision with efficient, technology-driven workflows, you can focus on what you do best: designing. In this episode with Huibin Yu, we discuss how design and procurement teams can collaborate more effectively, the importance of simplifying the specification process, and ensuring brand compliance in large-scale projects. Huibin also shares practical strategies and insights that design firms should focus on right now to deliver more value to their clients.

Huibin Yu is the founder and CEO of Fohlio Inc. Fohlio is revolutionizing the way organizations manage product data, procurement, brand standards, and inventory. Since its founding in 2016, Fohlio has become an invaluable asset for multi-location organizations like restaurants, hotels, schools, and banks, helping them maintain brand consistency and efficiency across the board. Prior to Fohlio, Huibin launched Home Inspirer, an e-commerce platform for home furnishing, and has had an impressive career in finance, holding leadership positions at prestigious institutions like J.P Morgan, Calient, and Goldman Sachs during critical periods.

Tune in for an insightful conversation with a true leader in both the finance and design world.

Key Highlights from the Episode: [00:01] Intro and a bit about our guest, Huibin Yu [02:44] About Fohlio and what inspired Huibin into the space [05:09] How Fohlio bridges the gap between design and procurement [08:06] 3 pain points Fohlio is solving and how they are creating solutions [11:43] The web clipper tool and how it simplifies the specification process [14:19] Web clipping vs. copy-paste: Which is more efficient? [17:22] How to maintain brand compliance in complex projects [20:03] Common mistakes to avoid in procurement and specification [22:25] How to keep your information updated and integrated with Fohlio [24:02] Trends and Fohlio’s role in shaping the future of design and procurement [26:27] How to start leveraging technology to improve your processes [29:18] How to reach out and connect with Huibin

Notable Quotes:

• "Make the budget as granular as possible for the design team so that they know how much they can spend.”
• “Think longterm about your business.”

• “Financial visibility is important in every business. You have to know where the money is coming from and going so that you can manage all aspects.

Connect with Huibin Yu:

• Website: https://www.fohlio.com/
• LinkedIn: https://www.linkedin.com/company/fohlio/

Learn more about Thrive In Design:

• Website: thriveindesign.co
• Instagram: @thriveindesign
• Facebook: Thrive In Design
• LinkedIn: Thrive In Design

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

Get your copy of "The Ultimate Guide to A&D Sales" here: https://www.thriveindesign.co/brand-reps

Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

Customization is transforming the interior design industry, making it easier than ever to bring unique visions to life. With the rise of digital galleries and on-demand printing, clients can now browse designs online, select what resonates with them, and have it tailored to their needs without the usual concerns of high costs or long wait times. This approach is shifting interior design away from generic templates, offering a seamless way to create personalized spaces that reflect individual tastes, especially in areas like hospitality, where customization is key. In today’s episode with Kristen, we will dive into the fascinating world of printing on demand and how this game-changing technology is transforming the interior landscape.

Kristen is a prolific designer and artist with 30 years of experience creating innovative patterns and prints for commercial, residential, and automotive interiors. Kristen is an award-winning designer and the founder of Design Pool, the first online image library dedicated to commercial and residential interiors. Her revolutionary approach has earned recognition from top industry authorities, and her cryptology collection received accolades like the Hip Award from Interior Design magazine and Metropolis in 2021. Kristen continues to push the boundaries of design.

Key Highlights from the Episode: [00:01] Intro and a bit about our guest, Kristen Dettoni [02:01] Kristen's journey and what inspired her career in interior design [04:39] Why she founded Design Pool and its influence on interior design [06:44] Why customization is the next trend in the interior design industry [07:53] How to combat the negative connotation of “customization.” [09:53] About her unique cryptology collection that received prestigious accolades [14:12] A walkthrough on how to get your preferred print-on-demand design [19:04] Kristen’s greatest challenge in running the business [19:54] How Kristen overcomes challenges and stays ahead of trends [21:46] Kristen's advice to designers interested in printing on-demand designs [25:57] How to connect with Kristen and explore her work

Notable Quotes:

• "In order to break a code, you don’t need to be a mathematician or a linguist. You just need to look for a pattern."
• "As an interior designer, one of the best ways to be ahead of trends is to go out and be observant of your environment."
• "Anything new is always challenging to you before you get used to the technology of how to use it."

Resources Mentioned

• The Woman Who Smashed Codes by Jason Fagone

Connect with Kristen Dettoni:

• Website: designpoolpatterns
• Instagram: @kristen.Dettoni

Learn more about Thrive In Design:

• Website: thriveindesign.co
• Instagram: @thriveindesign
• Facebook: Thrive In Design
• LinkedIn: Thrive In Design

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

Get your copy of "The Ultimate Guide to A&D Sales" here: https://www.thriveindesign.co/brand-reps

Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

Imagine stepping into a room filled with interior designers and buyers, only to be met with blank stares because they don’t quite understand what you’re offering. Even the most innovative interior product can struggle if its value isn’t communicated effectively. Selling interior products isn’t just about listing materials and specifications—it’s about crafting a compelling story that resonates with your ideal audience.

In this solo episode, your host, Nicole Lashae Ben, shares three powerful strategies to help you clearly communicate the value of your interior product line. You’ll learn how to refine your messaging, choose the right sales approach, and leverage strategic launches to turn interest into action. Whether you're struggling to articulate your unique value, position your product effectively in the market, or convert leads into sales, these techniques will equip you with the tools to boost engagement and drive growth.

Tune in now to transform the way you present your interior product and elevate your sales strategy!

Key Highlights from the Episode:

[00:01] Intro & exciting updates happening at Thrive In Design

[04:45] Three ways to work with Nicole and her team in 2025

[09:29] Case study: Two companies that inspired this episode

[13:03] Three strategies for explaining your product offering

[14:13] Strategy 1: Honing & auditing your product

[19:02] Strategy 2: Choosing between manufacturing & licensing agreements

[23:39] Strategy 3: Launching your product & building your sales force

[27:53] Practical example of how to execute a strategic A+ product launch

[29:04] A quick recap on how to amplify your sales

[31:19] Wrap-up and end of the show

• The main driving force—and likely will be for at least the next decade—is your sales team.
• Our industry heavily relies on relationship building, with salespeople serving as the face of the brands they represent.
• Your sales force is out there paving the way for your brand—it's up to you to ensure they are equipped for success.

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

Design has the power to influence the way we live and interact with the world. When guided by principles of equity and inclusion, it has the potential to make a profound difference in people’s lives. As a designer, you create for everyone, and your work should reflect the rich diversity of the people who will use it. By embracing and respecting different perspectives, design can create spaces that are welcoming, accessible, and fair for all.

From buildings to products to interiors, thoughtful design can ensure everyone feels valued and included. In this episode, we delve into how design can serve as a powerful tool to foster equality, diversity, and belonging.

Our guest, Jessica Bantom, is a trailblazer in the fields of diversity, equity, inclusion, and belonging (DEIB). As an accomplished interior design consultant, speaker, and the author of Design for Identity: How to Design Authentically for a Diverse World, Jessica equips designers with the skills and insights needed to create spaces that honor and reflect the identities of all people.

In her role as Global Leader for Equity, Diversity, and Belonging at DLR Group, Jessica is driving transformative change in the design industry. She’s on a mission to enhance cultural competence among designers and to foster meaningful outcomes for historically excluded communities.

Join us as we explore actionable strategies to make design more inclusive and impactful. Let’s get started!

Key Highlights from the Episode:

[00:01] Episode intro and who today’s guest is: Jessica Bantom

[02:25] Jessica’s journey in design and what inspired her to focus on DEIB

[05:26] What does her work entail as a DEI consultant?

[07:50] Why interior product brands should focus on DEIB initiatives in their operations

[12:51] What key actions or processes must organizations take to integrate DEIB?

[17:55] About Jessica’s book and the outcomes that people can move towards

[22:37] Tips on becoming a better expert with more awareness of the design process

[29:15] Where to start in integrating DEIB into your workplace culture or how you design

[33:45] Best ways to connect, episode wrap-up, and calls to action

• As a designer, you are designing for everyone—every built environment, every type of person occupying that space or using a product—and your design should reflect that diversity.
• Designers don't need to know everything about a particular group to create great designs. What matters is being open to learning and listening.
• You may be the expert in design, but your customers are the true experts on their own experiences and needs.
• You are never going to make progress on something you never talk about.

Website: https://www.jessicabantom.com/

Instagram: https://www.instagram.com/jessicabantom/

Jessica’s Book: https://www.amazon.com/Design-Identity-Authentically-Diverse-World/dp/B0BXMJP98C

Website: https://www.jdavisdigital.com/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

Design is more than aesthetics; it’s about forging a deep connection between a product and its owner.

Bespoke design transforms ordinary objects into rare and beautiful expressions that tell personal stories. From sourcing unique materials to the intricate transformation process, bespoke design captures the essence of an owner’s personality and aspirations. It transcends mere customization, becoming an art form that produces timeless creations with both beauty and emotional depth.

In today’s episode, we delve into the innovative design process of Lorna Gross. We explore her approach to sourcing rare and distinctive elements and her vision for fostering impactful designer-manufacturer partnerships.

Lorna Gross is a renowned interior designer, speaker, and lifestyle authority whose expertise has captivated audiences and transformed homes across the globe. From North America to London, her designs are celebrated for their sophistication, personalization, and artistic flair.

Recognized by Architectural Digest as one of the top designers to know in Washington, DC, Lorna’s accolades include the prestigious Designer of Distinction Award from the American Society of Interior Designers. Her work has been prominently featured in publications such as Veranda, House Beautiful, and The Washington Post.

With a unique blend of analytical and creative thinking, Lorna brings a holistic approach to creating memorable bespoke spaces that resonate on both aesthetic and emotional levels.

Let’s dive in!

Key Highlights from the Episode: [00:01] Intro and a bit about our guest, Lorna Gross [02:38] Aspirations that led Lorna into interior design [07:18] Lorna’s design philosophy and how it has evolved over the years [10:06] Lorna’s secret to sourcing rare elements [13:10] Three key resources manufacturers can offer to support designers [17:01] What inspires Lorna’s creative process on projects [20:40] Strategies that distinguish Lorna’s design firm from others [26:48] How Lorna identifies and tracks design trends [31:09] Lorna’s most memorable project and its significance [33:47] Lorna’s advice for emerging designers [36:45] How to connect with Lorna and explore her work

Notable Quotes:

• • "Don’t be afraid to make a change, even if it’s a huge jump."
  • "Referrals are important because you’re going to get a project similar to the one you just did."
  • "You have to do all your projects at a high level to get the referrals."

• “Sometimes you have to take the step and move forward despite fear.”

• “Do it scared; feel the fear, do it anyway, and take the leap.”

Resources Mentioned

• Entertaining By Design by Lorna Gross: https://www.amazon.com/Entertaining-Design-Creating-Meaningful-Gatherings/dp/1685555780
• Feel The Fear and Do It Anyway by Susan Jeffers: https://www.amazon.com/Feel-Fear-Do-Anyway/dp/0345487427.

Connect with Lorna Gross:

• Website: https://www.lornagross.com/
• Instagram: https://www.instagram.com/lornagrossdesigns/

Learn more about Thrive In Design:

• Website: thriveindesign.co
• Instagram: @thriveindesign
• Facebook: Thrive In Design
• LinkedIn: Thrive In Design

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

Get your copy of "The Ultimate Guide to A&D Sales" here: https://www.thriveindesign.co/brand-reps

Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog