While there are still a few months left in 2025, it’s a good time to start thinking about your business goals for the year to come. This week, learn what three designers—Theresa Butler, Elizabeth Krueger and Cheryl Stauffer—see on the horizon for their firms.
DREAMING BIG
“Back in 2017, during a trip to Jackson Hole with my Pearl Consulting Boardroom group, a realization struck me: I needed to push my limits and envision a much larger future for Crimson Design Group. I gave myself permission to dream bigger—to imagine our design influence extending across the globe. But dreams need a road map, so we started on a journey to design the path toward that ambitious goal.
“[Our] team is focused on developing a multifaceted growth strategy [centered on] diversification: creating multiple revenue streams to build a strong foundation for Crimson’s future. We’re exploring new territories, expanding our expertise into secondary markets for multifamily and senior living projects while continuing our established work in residential design nationwide. Leveraging our experience as a multidisciplinary firm, we’re also thrilled to venture into the world of hospitality design. It’s an exciting new avenue for the firm, one where we’re eager to make our mark. In addition, our real estate arm, Crimson Collective, remains open to strategic investment opportunities. We approach each potential acquisition with creativity and an open mind, always looking for ways to align real estate with our broader vision.
“These new markets, sectors and ventures aren’t solely about growth. They’re about building resilience. By diversifying our revenue streams, we’re creating a stronger, more adaptable business—a company equipped to navigate economic fluctuations with confidence.” —Cheryl Stauffer, Crimson Design Group, Columbus, Ohio
INVITING INCLUSIVITY
“In the year to come, three areas come to mind: sustainability, flexible space planning and inclusivity. Sustainability is not just a buzzword for the interior design industry; it’s a powerful force for positive change. It goes beyond choosing eco-friendly materials and extends to reducing one’s carbon footprint by sourcing local materials, furniture and fixtures, or by integrating more nature into indoor spaces. This commitment to sustainability not only enhances design but also contributes to a healthier, more balanced environment, inspiring hope for a greener future.
“With remote work becoming a permanent fixture in our lives, the need for flexible space planning has never been more pronounced for both residential and commercial interiors. In residential interiors, open floor plans can present significant limitations. Today, it’s essential to find a balance between fixed office spaces and interconnected areas that are ideal for work and social gatherings. This means there will be more walls, but for good reason: The enclosed spaces will provide the acoustic and physical privacy needed to focus, meet or decompress, while still being inviting. The opposite trend is happening in commercial interiors, especially in office design. While enclosed spaces are still essential, offices are leaning toward more open floor space to encourage gathering and intermingling. Gone are the days of cubicles; shared, open workspaces are taking over. Home-like kitchen spaces are replacing the dull, bland break rooms. Although enclosed conference rooms are still available, more casual spaces are being created for one-on-one or small-group meetings.
“The interior design industry is also becoming more inclusive. People from diverse backgrounds and experiences are embracing their creative side and entering the industry, bringing unique expertise and vision to create stunning spaces. This inclusivity extends beyond the designers themselves to the people we are designing for. The industry is expanding its reach to include older generations and people with disabilities, creating spaces that meet their needs without sacrificing style. [The design trade] is also addressing the needs of the homeless by ensuring that the spaces provided are humane and inspiring. We are using trauma-informed design to improve mental health facilities and wellness centers. Additionally, we’re designing tiny homes and mobile homes because the size of the abode shouldn’t prevent people from having a space they love. Overall, the interior design industry is evolving and growing, and we should all be proud and supportive of these efforts.” —Theresa Butler, Theresa Butler Interiors, Atlanta
SLOW LIVING
“It’s easy to feel overwhelmed by the inundation of what’s new and next in the industry. There always seem to be new concepts and styles that we’re supposed to anxiously stay in front of so that we are current and creating content that is relevant. I have come to the realization that I need to focus on what my client wants and needs rather than worry [about] what’s ‘current.’ We are building homes to last for generations, and we want to provide clients with style that lasts a lifetime. In a world where everything changes fast, I’m hoping that this next year invites people to slow down, really think about what is meaningful and timeless, and make more decisions that support that. To me, that means that authenticity is going to be at the core of what is to come. Spaces will become more personal, more layered and more meaningful—I’m really excited for that!” —Elizabeth Krueger, Elizabeth Krueger Design, Chicago
These excerpts were originally published in the 2024 Interior Design Business Survey report, produced by Pearl Collective and Interior Talent in collaboration with Business of Home. Download the full report for more insights on the state of the industry.
