What if the most ignored room in your project is quietly dragging down the whole design?

Today, I’m with Jennifer Q. Williams of St. Louis Closet Company to reveal why closets, yes, closets, are one of the most underestimated elements in all of residential design. So if you’re creating a luxury home or updating a modest space, your clients’ daily routines and resale values are being shaped by what’s behind those closet doors. If you’ve been sleepwalking past the wire racks and sliding doors, this episode will wake you up fast.

Jennifer breaks down the functional and emotional impact of a well-designed closet, how it can save time, reduce stress, and even increase a home’s market value. We dig into the common oversights made by designers and architects alike, from door swings to ceiling height, and how getting these wrong can silently sabotage the client experience. You’ll also hear why collaborating with a custom closet pro early in the design process isn’t just nice to have, it’s a smart, brand-elevating move.

You’ll learn: ✅ Why poor closet design quietly adds stress to your client’s daily life ✅ What interior designers and architects regularly overlook (and regret) ✅ How to collaborate with closet experts to elevate your designs ✅ The surprising ROI of a custom closet, and why it matters at resale

If you’re an interior designer looking to create truly high-end homes with functional beauty in every corner, this is the episode that’s going to help you get there.

Listen now and start designing with every square inch in mind.

(00:00) Why closets are always the afterthought in design.

(02:24) Jennifer’s journey into the custom closet industry.

(06:12) How an organized closet impacts your day and mindset.

(09:22) What interior designers and architects usually overlook.

(17:48) Why custom closets are more accessible and valuable than clients think.

(25:01) How to vet and collaborate with a local closet company.

Jennifer Q. Williams is the founder and owner of St. Louis Closet Company, the region’s first locally owned, floor-based custom closet business. With over three decades in the industry, Jennifer has built a reputation for blending high-end organization with practical everyday use, transforming even the most neglected storage spaces into stunning, functional showpieces. A proud St. Louis native and entrepreneur, she’s as passionate about her community as she is about organization, supporting numerous local charities and small business initiatives. Her signature? Turning chaotic closets into calm, curated spaces that improve daily life and property value.

Website Instagram: @stlouisclosetco

Instagram

Wingnut Academy is LIVE: https://wingnutsocial.com/wingnut-academy/ Styles of Joy by C. Perot - https://amzn.to/3HnhW6g

https://wingnutsocial.com/social-media-agency-for-interior-designers/

Website Facebook X Instagram Wingnut Webinars

Apple Podcasts: https://apple.co/3RJzmtK Google Podcasts: https://bit.ly/designedongooglepodcasts YouTube: https://bit.ly/designedonyoutube

Is your contractor ghosting you, or are you just not speaking their language?

Most interior designers know they need reliable contractors to grow their business, but few realize contractors are also sizing them up.

In this episode, Elizabeth Scruggs shares what makes contractors roll their eyes... and what makes them want to call you back. Whether you're a designer dreaming of launching a design-build firm or just tired of construction projects going sideways, this episode lays out the path forward with practical steps, stories, and no-fluff advice.

You’ll learn:

✅ Why finding contractors at the pro desk may be smarter than scouring Instagram.

✅ What builders are really evaluating when deciding to partner with a designer.

✅ The biggest mistake new design-build firms make, and how to avoid it.

✅ How to protect your business legally before the demo starts.

If you’re an interior designer looking to get more control, more confidence, and more respect from contractors, this is the episode that’s going to help you get there.

Listen now and start building the partnerships that elevate your entire business.

(00:00) Learning construction by doing: Elizabeth’s origin story.

(05:28) How designers can find and vet great contractors.

(12:19) The importance of setting expectations with trades.

(17:32) Legal and liability considerations for design-build firms.

(24:43) What contractors actually want from interior designers.

(30:33) Should you become your own general contractor?

Elizabeth Scruggs is a licensed general contractor and the principal designer behind Superior Construction and Design, LLC, one of the only female-led design-build firms in Middle Tennessee. With over 30 years of hands-on experience and a national reputation as a speaker, author, and High Point Market Insider Tour co-host, Elizabeth brings unmatched insight into bridging the gap between construction and design. Her passion? Helping interior designers confidently step into the design-build space and build businesses they love, without sacrificing quality or control.

Website

Instagram: @superiorconstructionanddesign

Instagram

Wingnut Academy is LIVE

“Profit First” by Mike Michalowicz

Work with Wingnut

Website Facebook X Instagram Wingnut Webinars

Apple Podcasts: https://apple.co/3RJzmtK Google Podcasts: https://bit.ly/designedongooglepodcasts YouTube: https://bit.ly/designedonyoutube

You’ve invested in professional photography. Your portfolio looks incredible. Your social media presence is growing. And yet… those high-end clients you’ve been aiming for? They’re still not booking. Something isn’t lining up, and the culprit might be hiding in plain sight: your website.

Many interior designers assume that a visually attractive website is enough to convert browsers into buyers. But what if your site’s design choices are actually sending subtle signals that work against the luxury service you provide? What if, despite your best efforts, your digital presence is whispering “entry-level” to the very clients you’re trying to attract?

I sit down with branding and web strategist Nicole Heymer, founder of Glory & Brand, to unpack the exact elements that create a high-end feel online, and the seemingly small details that can quietly sabotage it. We talk fonts, color palettes, white space, and layout, but we also go deep on things most designers overlook, like SEO structure, AI search visibility, and the impact of editorial copy on how your business is perceived.

Whether you’re a seasoned designer ready to uplevel your client base or you’re just starting out and want to set the right tone from the get-go, this conversation is a must-listen. Because in the luxury market, your first impression isn’t made in person, it’s made on your website. And it needs to feel just as high-end as the spaces you create.

You’ll learn:

✅ How to make your website immediately feel more high-end ✅ The small website mistakes that silently repel luxury clients ✅ Where SEO and AI intersect, and how your site can start working 24/7 ✅ Why strong copy and professional photography are non-negotiable

If you’re an interior designer looking to attract premium clients and elevate your brand presence online, this is the episode that’s going to help you get there.

Listen now and learn how to align your digital first impression with the level of service you actually provide.

(00:00) The two-bucket problem - traffic vs. conversion

(02:39) Why a beautiful site isn’t enough if no one sees it

(06:00) What makes a website feel upscale (fonts, white space, color restraint)

(12:30) Balancing minimalism and SEO using hidden copy and structure

(16:02) How to handle your site when you’ve only got one good project

(20:59) AI reads everything: Why your site copy matters more than ever

(25:10) Costly DIY mistakes even luxury designers make on their websites

Nicole Heymer is the founder and creative director of Glory & Brand, a boutique agency specializing in branding, website design, and marketing automation for interior designers, architects, and builders. Since launching in 2011, Nicole has been known for her clear, practical approach to digital strategy, helping clients craft upscale, conversion-focused online presences that reflect their unique value. Her work has been featured in industry podcasts, conferences, and branding workshops, highlighting her influence in the design community.

Nicole's journey into entrepreneurship was inspired by her early experiences working with interior design firms and her passion for creating cohesive brand experiences. At Glory & Brand, she leads a team that delivers well-made, practical branding and websites, focusing on helping design firms make the most of their digital presence. Nicole's commitment to excellence and her ability to merge aesthetics with strategy have made her a trusted partner for businesses seeking to elevate their brand and attract the right clients.

Website Instagram

Instagram

Wingnut Academy is LIVE

Work with Wingnut

Website Facebook X Instagram Wingnut Webinars

Apple Podcasts YouTube