This week on the Reframing Design podcast, hosts Rainey Richardson and Casey Brand sit down with Jessica Duce, a visionary designer reshaping the world of vacation rental interiors. Jessica shares her journey from a chance introduction to vacation rental projects, culminating in the founding of the Vacation Rental Designers Collective, a vibrant community that empowers designers in this growing niche.

Together, they unpack the transformative role of relationships in the design industry and how creating spaces with accessibility and inclusivity in mind can elevate the guest experience. Jessica also reveals her innovative strategies for rethinking trade programs, making them more supportive, transparent, and beneficial for designers everywhere.

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Mentioned in this episode:

Vacation Rental Designers

https://www.vacationrentaldesigners.com/

Vacation Rental Designers Discount Link

Hi, I'm Casey.

And I'm Rainey. Welcome to the Reframing Design podcast. If you're a new designer, a seasoned designer, a homeowner, or a home enthusiast, you are in the right place.

We are going to talk about all things design. Our stories, our opinions, our experiences, and we're probably going to chase a few rabbits down a few rabbit holes.

But one thing we can guarantee, we will not talk about politics.

You look so cute in your dress from S.P.

Thank you.

I was just trying to bring it all in. That whole moment still just popped into my brain this morning. I don't know why.

And you're like, this is me, too.

I was like, this is me, and I can wear it like the weather's still good. And, yeah, my body's kind of getting a bit back to where it can wear things that I want to wear.

I love that.

And I wore it to match your painting that I didn't know was going.

To come, but that happens to us all the time. So I'm wearing a sleeveless turtleneck, which is kind of an ode to Texas weather. It's like, there was. The weather has gone down, what, three degrees?

So we're all celebrating. It's almost cold weather. Yeah. It's only a high of 90 today, so it's almost time. But I'm in menopause, so it has to be sleeveless, so here we go.

And it is a gorgeous color. Like, that's a fall. Fall fashion right there. Thank you.

Hi. Hi.

Okay, so what's your win?

I know. I just. I want to get right to it, because I'm like, I want to hear everything.

Well, and we have the best guest in the history of ever, ever today, this morning, so got to get to it.

I know. We're just like, go, go, go, go, go. Get her up here.

I know. So what is.

I was thinking about wins this morning, and I had a couple that came to mind, but I think the one that I'm feeling the most this morning is we had a past client reach out to us. They're going to do another house. And yesterday, they reached out and said, hey, we're doing another house. You know, we want to hire y'.

All.

And while it's great that it's a project. Right. The real compliment is these people that you fell in love with, you get to have do overs with. And at the new stage.

And their kids are older now, and she was like, my kids are no longer disgusting. And so we can actually have fabric and not pleather on Everything, so.

And there doesn't have to be a floor drain in the living room, so they can just spray everything down. So getting to work with them, we don't just slope it. We don't just slope the.

God.

So that's a big. That's a big win to get to go to the next stage with the family. And so the highest compliment that anybody can pay you. Right?

That's just. Oh, that's so awesome. Yeah.

How about you?

Ah. The weekend was a big. Last week was a phenomenal week. It was just. Just hitting hard with everything good. But the weekend was fantastic.

The boys came in. We had our kind of a big last two raw at the Brand Casa and got to see everybody.

Most of the people that we've known for all of our lives here and had a great time and celebrated. It was so beautiful. But one of the conversations and something you just said just made me. It choked me up so much.

But a friend who, thank goodness she got there pretty early, she was one of the second or third people in, so we had more time than I had with anybody. But she shared how grateful she was that we are always opening our home and throwing these parties and doing these things.

Because she was really not comfortable with her house. And she felt kind of embarrassed. She never entertains. Cause she doesn't like how her house is. And that is one of those things.

Like I've said a million times. Matt and I could fill a house with a hundred people. But we don't always get invited to evenings or dinners. And I think there's perception.

People think we're busier than we are maybe, or who knows. But it was the sweetest gesture because she was.

And I think that's the saddest thing to me is that somebody lives in a place they don't want to host in. So it really.

It did something to me in that sense of like, oh my God, can we all just take a minute and say, who gives a shit what your house looks like if you want people in it? That's the most beautiful your house can look. Right? Is when you've got it full of friends. But it was just a reminder.

And so it's a win that we were all together and got to have that. And I loved hearing it. But she also has had our kids there at her house. Cause she felt comfortable. So it was just cool.

But it was such a eye opener too, of how many people are not living their lives because of what they think other people are thinking. And it.

So I used to wear that Same shoe, but on a different foot. Right. I'm a designer and I make everybody else's home so gorgeous and beautiful.

And we never did that for ourselves to the level that I did it for others. And it's a real thing.

But I think also, I know for a fact that I haven't been invited places and they'll be like, well, I didn't want you to see my house or I was embarrassed for you to see my furniture or. And I'm like, the interesting thing is, is I will go into somebody's home and I leave. And I couldn't tell you one thing about their home.

When I go there to enjoy, I don't look around and there is not judgment. It's like I am there for a different purpose and I get to turn the work thing off. And so it's interesting.

I'm like, well, I don't really notice people's houses in that way. And I'm grateful for it that I can sort of separate that.

Just invite me. I swear, I'm just happy. Yeah. So I just. It was, it was a win to see all these beautiful people.

But I did hear that was kind of a thread throughout the evening, not to that degree as much, but.

That.

You guys always thought about.

We don't always host and we're not always, you know, and so it was just, it was sweet. And I was so grateful because I do love a good party.

You are a very generous hostess.

And the way that you set up your home and all the thoughtful things that you have, like the gluten free table and you always have olive tapenade for people like you that don't come unless there's olive tapenade and know everything about your.

Your home is very, very generous and you have so many beautiful family things out and it's just, it is very, very brand on brand, I guess I should say.

It was fun. It was so fun.

Loved it.

Loved having. Thank you for your help, by the way.

Okay, so about our art. This is by Renee Wiley.

She is an artist that paints with oils and she's a prolific artist and she does a lot of paintings that are referenced or inspired by the Texas Gulf Coast. And I bought this for my home actually in Galveston. She has a gallery there. That's lovely.

Her husband actually sold me this particular painting and I loved it because it is a true depiction of like the wires and the poles and the beautiful colors in the homes. But I love it through her eyes.

I think that is what is so beautiful about it, is they didn't try and hide that. That's what's happening. There are electrical poles.

Right.

They're beautiful. And I like how she wrapped. She painted it on the edges, too. Knowing that not everybody's gonna frame this. So that goes right up. Right? It's beautiful.

It is beautiful.

Go to YouTube so you can see it.

So I'm happy to. Happy to get to highlight her today, and I'm hoping to buy some more of her art for a client that we're in Galveston currently. So at least a piece.

At least a piece, yeah. At least a piece. Yeah. Okay, so let's talk about the piece de resistance of the day. Who do we have? Drummer Jessica Deuce in the house?

That was not planned, by the way.

That totally wasn't. But just. You can't do her without doing her without doing that. So Jessica Deuce from VR Verd Verde.

Vrd. We're gonna talk about all those things.

All those things. All the things that she is. So just give us a minute. We'll get her out here and hear.

All of her beauty, learn about her.

Hi.

Hi.

Thank you for coming.

Oh, my gosh. I've been so excited about this. I mean, hanging out with you two. Come on.

Full disclosure, though, I feel like we do have. It's like, when we have to tell people that there's a relationship behind the scenes. So little one, you are part of the design bitches.

We are part of a group of designers and industry people.

There's, I think, nine of us, because I was rainy. Approved.

Okay.

We're not gonna go there, But I love that story.

But I remember it well.

Everybody's nervous. No, you. You was like, you've got tender. You've got to meet this girl. And I was like, who's this person? I've never heard of her. I don't know.

And you were new to town.

Brand new.

I was like, what if we don't like her?

And, of course, well, it is an ecosystem.

It was an ecosystem. It was a new ecosystem. And everybody hears about our group and they want to join.

And we have said that it's closed forever just because nobody can ever see our text messages.

However, nobody's running for office, is running.

For office or to be a pastor in a church or anything.

Most of us can't even be within 400 yards of a school. So.

We do have a very close relationship. So this interview, if it seems very familiar and a little less buttoned up and professional, there's a reason for that. So.

Which I love, which is. Which is why I'm like, all right, hold on. Let's go.

Okay, what are you gonna ask?

What was I gonna ask?

Okay, so I am curious.

So you joined. You came from Boulder, right?

Denver.

Denver. You came out here to Texas, and all of a sudden we were hearing sort of these, you know what, this sort of other thing, this vacation rental design.

And what is that? And so can you just share a little bit about how you even came up with that as an company?

Oh, sure.

I would love to know the pivots.

Because I'm just glad you were hearing about it when I got here, because I've been here five years now or six years now, which I can't believe. But.

And also, while you tell the story, can you clear up the whole. Is it VRD or is it verd? Like, I just need you to clear the air. So we all know what we're hearing.

Because you're all over social. So I want people to know it's the same. You know, they might be hearing this and then this and it.

Yeah, we want all the acronyms. We want to own them all. Okay.

It is a side secret that I'm still hotel girl, but don't tell my vacation reel clients.

No, they're not listening.

But after we were done and the owners were thrilled, the property manager who said, don't hire a designer. Waste of money.

We just put furniture in a place that looks like it's going to die, and then when it's really dead, we'll move it out and find something else off the side. Side of the road. Like, that seemed to be the thought process, and they immediately had improved roi. I love doing it.

It's a less intimate experience with a client. You know, you can kind of be more creative and then you're done. And so I fell in love with that design.

And I immediately went to High Point and to Vegas market, and I'm looking for my people and the brands, and I'm like, I'm doing this thing and you know, can we work on these things? Together. And they looked at me like, what the hell are you talking about?

And I think back to, I think it was like when stagers started, because stagers, when they first started staging homes, people were like, why would I bring you in and do these things to my house? It's going to sell. But now it's like if you don't luxury stage your house at the right price point, you're not going to succeed.

And I think that's where I was at the time. So I said, well then I'm gonna make my own team. And so I approached Jane Dagme with HPXD and she's a leader in High Point for off market and brands.

And I said High Point would be a great place for a summit so I can find my people. Vacation Rental design people. Which is Vacation Rental Designers or Vacation Rental Design vrd.

We started the Vacation Rental Designers Collective after the first summit, which was a big hit, thank God. And that's the Vacation Rental Design Collective vrdc. And our tagline with the first summit was vert is the word.

Ah.

That is where it is. And that stayed for whatever reason. And we're to the point now where we just can say verd fortunately and brands or designers will recognize that.

So I feel very lucky.

So big. You're this close to being like Nike. So recognizable.

Will you be my agent now?

Yeah, yeah, yeah. So recognizable. Okay, so while we're on acronyms, let's just go ahead and keep that ball rolling.

Tell me about rfl because on I love this story on your business cards it says, and I'm not making this up, Jessica Deuce. Rfl.

It does, proudly. I am a self taught designer. Basically. My mother was a designer and so of course I was not going to be a designer. So I went to school for archaeology.

I lasted one year. It's very dirty.

Was this like inspired by Indiana Jones?

Absolutely, 100%. Oh my God.

How did I know that?

One million percent. And I was gonna be so cool, but boring as fuck. Okay, okay. So hope I can say that. You can say whatever you want.

It's our, you know, you can say that.

So then of course I immediately pivoted to business and banking because don't you read that on me Immediately worst banker ever. But when I was in banking, I ended up helping a manager at a bank refresh her office. And I don't think it was magical, but to a banker it was.

So I ended up helping another one and another one. And a year later I was doing the lobbies for Wells Fargo's in Omaha, Nebraska, where we were living at the time.

And my mom said to me, do you realize you have a design business? Business in a bank? Like, all right, archaeology fail. Banking fail. I'll run with this.

And so I was doing design, and at that time, you just posted on Facebook, and a design firm in town reached out to me and said, we'd like you to come work for us. We like your work.

So, of course I told them no, because I was terrified, and they were insane and stupid, and everybody that worked there had all these letters after their name. And they asked me again a few months later, and my husband said, you need to take this. And he was right. It was the best decision I made.

But on my first day, it was like the first day at school. New kid. And everybody had bazillion letters after their name. And I was like, jessica Deuce, ex archaeology student, Facebook.

We took a lot of letters because archaeology has a lot of letters in it.

Then put X4 in front of it. It was not like Indiana Jones. I'm just gonna tell you that right now, right out of the gate. But.

So the office manager said, we order your business cards. What would you like on your card? And I don't know what inspired me at that moment, but I wanted to fit in, maybe. And I said, rfl.

And she didn't question me. And nobody questioned me at the office, and none of them liked me. I wore them down eventually, and they all became my friends.

But in the time I was there, not one person ever asked me what it meant. But it did give me a super secret power. Like, I'm just like you. I have letters. And what RFL means is random fake letters. That's it.

But it gave me confidence at the time.

And how was it before years? No, it was not years, Jessica.

I actually had a full circle moment because I was speaking at High Point four years ago, and one of the designers at that design firm was in the audience, and she came up to me afterward, and we were talking, and I. She actually brought up the rfl. And I said, you're gonna shit your pants when I tell you what that means. And we laughed about it.

And she goes, you know, all of us wanted to ask you, but nobody would do it. Oh, my God.

So they were.

They were all so intrigued because I would have personally been like, oh, that's some high, highfalutin thing that I don't even know about. And I'm too embarrassed to ask because the NCQT 47 highest one.

Yes.

And then of course, ASID, which. That one. I know, but people have all these. So I would have just been like, oh, damn. She's like, archaeology, Canvas Banking.

Archaeology. Rfl.

Higher than a Master of Art.

She is something I have a doctorate in something I would have told anybody that asked me. I would never have hit it. And I'm a terrible liar. Like you would have known the second I even tried.

God damn it.

I changed your fake to the F the other F word.

And I wrote that on a early retirement graduation certificate for Josh.

Did you?

And I put rfl. He got his RFL in three and a half. Yeah. Because I was like, I mean, it makes me so damn happy. Somebody needs some letters behind their name.

What do they all mean? Not to take away from anybody else's letters. Oh, my gosh. They work so hard for those. Those are the only letters I could personally achieve.

Worked, too. And so you made your own letters. I think that it's very.

So now you have vrd, vrdc, and rfl.

Yes.

Girlfriend, I don't even know.

I gotta tackle a higher part of the Alphabet at this point. It's just too much at the one side.

I love that.

But so, okay, then let's go to that.

You left.

You were at this firm in Nebraska for how long?

Three years.

I sound like this transient, but we've moved from my husband's company, and he's been with the same company the whole time, but he's gotten different opportunities, promotions. And so we've moved. I've actually had to move my business three times.

And this last move to Texas, he actually found the house and bought it without me. Like, we FaceTime. I'm like, shipshape.

And we got here and we were a few months in, and he said, you know, they're asking me if I want to do XYZ opportunity. What do you think? And I said, I will miss you. I am tired of moving. This is it. So we're done. So he know the company knows that. Yeah.

Deuces Planet.

I mean, we moved quite a bit. And our kids were great. You know, they had a good chunk of time in Nebraska and then Colorado.

But I hit my number and I love Texas, and I got my design bitches for good.

And you got kids coming out your eyeballs, right? I mean, do I. Oh, my God.

I only have three.

Is that a litter? I feel like three. I don't know why. That just seems like. I guess I had. There was a fourth, but maybe. Cause they're all doing so much stuff.

But they are so phenomenal in their own way, too. So, like, can you speak to what that was like, moving them around their ages and, like, when they found who they were in these places?

Cause I think that's a pretty big jump from Nebraska to Colorado.

Oh, yeah, yeah.

That had to be a problem.

Colorado to Texas, easy.

It's a little bit easier maybe.

Yeah. I was thrilled, actually. Sorry to anybody in Colorado, but I didn't love living there.

Okay.

I've never woken up and went, God, I wish it would snow today. Not once. Gosh, I wish the air was so dry my lips were chapped. I've never said that once. I will visit. I will fly. In 48 hours, 72, I'm out.

It's like a Vegas for you.

Yes.

So that was my experience in Colorado, but, yeah, I mean, they loved it there. They're troopers, and I think it's made them able to adapt and make friends and be strong.

They've all pursued very different careers, but they're different thriving. So that's all I could ask.

Don't they have letters after their name? Like, real, real letters? Like, you have to give us a quick rundown.

My son graduated from Seton hall with philosophy and history and a minor in Russian, and he is now an Army Ranger. I don't know how I made these guys. I did not drink through pregnancy. And then my middle child, my daughter, she just graduated from Georgia Tech.

She has a doctorate in nuclear physics.

That's what I was going to do, too.

See, if archeology and banking hadn't turned out, that was an option. And then my youngest graduated from Boulder as a data analyst with a minor in English literature. I don't know how those go together.

Wow. I mean, that is absolutely.

That's a hedgehog.

And I am rfl. Yeah. So see. See what happens?

I mean, I do love that they grew up in a place, like, clearly your brightest all get out and you go after everything that you can because you've created your, like, your experience in each of these places. A lot of people would have just been like, mail it in. Right. Like, I don't have to really. He's work, you know, like, just not do it.

People do that after not even leaving a state. So you could have.

So they.

You're a freaking go getter.

I think you're right. Yeah. And I would never have really thought about it like that. But it's just like, everywhere I go, I'm like, I'm gonna make the best of it.

I definitely have my introvert extrovert moments like, I'm out there and then like, okay, no humans need to talk to me for three days. I'm tapped. I need to refresh the battery. But to your point, yeah, why not?

I mean, give it a go. What else is gonna.

See what happens? What's the worst thing that could happen?

I also love that when you made this move, your husband looked at you and said, it's your time.

You kind of told us that story that he was like, you have been my wing girl and right there by my side the whole time for my career, and you've kind of supplemented with yours or did your thing. But now I am going to be your wingman and support whatever it is you do. And I love that.

This is why I need you in my life, because I forgot that story. So I will have to go home and kiss my husband today. He did say that.

He's like, you've made this adapt and work how you could, but now is your time to shine. So I love that. That's right. I really love him.

That was huge.

Cause I don't think enough people give credit to the trailing spouse and what that means for you and having to recreate everything and do it with your kids and do all that.

Right.

So the fact he celebrates you here now, because, I mean, girl, you are on the go. You are. You're always gone. The fact that we've got you nailed. We almost nailed you to the chair when you walked in.

Just fear you were gonna have to head straight to bush.

Exactly.

Intercontinental.

Anything for you guys.

Waste of money. After he saw the ROI of that property after we were done, I ended up, I think I'm on my ninth home with him. So I continued to work with him.

And then that grew from there. And then I had a move in there and kids in college, so kind of doing my thing.

But it wasn't until right after Covid that I pitched the idea to High Point and I pitched it to Jane. But then we went to High Point Market Authority.

I was gonna say, for those that don't know, tell us about High Point.

Well, I've been going to High Point for a While to me, it's an investment, I get a lot out of that. And that has paid off for me now for where I'm at.

But when I had the idea for the Summit and pitched it to Jane, who's the co founder with me, and Erica Surrett, he was a badass, I went to High Point with them and basically said, you don't know me. I'm this little RFL designer. And we think you should sponsor this summit and you should do it as part of market, which nobody's ever done before.

And just trust us, we have no idea what we're doing. We've never planned anything at all. But it's gonna be great.

This is gonna be rad.

Trust us.

Cause up in here, it's fabulous.

Yeah. If you could just see in my brain. Thank God they said yes. And so we, again, none of us knew what the hell we were doing. Prayed people would come.

We had an aha moment, not a great one. We were just a month or two into planning, and one of the High Point Market Authority people, her name's Ashley Grigg, who's a friend, and amazing.

She said, what is your exit plan if people don't register? And this is gonna. We think this is gonna fail. And we were like. The word fail, like it had not even occurred to us.

And so, you know, that was kind of eye opening. That was the first time any of us went, oh, we could fail. So we just busted our asses. And long story short, it ended up sold out.

Wait list, brand wait list, all sponsorships taken. And Summit was great. And High Point immediately said, let's do it again next year.

And so that brings us to the one that's coming up in January in Vegas. So why Vegas? How did that come about? And then tell us how people can register, because it's in January, just a few months away.

Oh, my gosh, we're so excited. So we've done two in High Point. We were going to do one this summer off market, but the world changed. Tariff, language, all of those things.

And to be really honest, we felt very cognizant about things that were happening with our brands and designers. So we moved it. And.

And Moore, who manages Las Vegas Market and Atlanta Market, and a large section of High Point Market, came to us and said, we'd like to bring your Summit to the west coast and have you at our Vegas market. So they are putting us up, and we have the Worldview Room, the top floor, and it's the Saturday before market, and we just started Promoting it.

And it's going to be freaking amazing. It's gonna be really good.

This is incredible.

We're very excited. We were like, oh, you want us.

That they came to you, but you. But what you created. And I love the fact that you guys had zero idea when they said, like, well, what if you failed?

That that wasn't even in your, like, stratosphere of brains. Because why would we fail? Of course people are gonna come wanna do this. That's the mentality difference between.

And we have to have people who are probably a little bit skeptical, right? That' but the three of you, that wasn't the thing. Because had one of you thrown that in, this might not have ever been born.

Because then that starts to create this momentum of the other direction. Right. But you guys were always going forward. You're like, trust us, we have zero idea what we're doing, but it's going to be great.

And then you build the plane while you're flying. But that's you.

I mean, you.

And it sounds like your partner's in this too, right? Dean and Erica. That's the difference from somebody who's working for another company and somebody's created a company. I mean, they're just.

That's who you are.

That's a fine line of bravery and stupidity, I think.

And I think there's a dance over it often.

Yes. Blind faith, really, I think does play a big part.

But then speak to that.

So that gives you a confidence though, because it's like a little kid going at the, you know, you're at the park and you watch kids, they just go up and say, do you want to play with me on the swings? Right. You swat 15 or 16 year olds, they're not talking to each other. And then, you know, everybody's just like. And it's scary. So.

But nobody says, another little kid, right? Like, you want to play? No, everybody plays.

So when you go into an endeavor with that kind of mentality, it happens more than not that people do want to go with you because your energy's at that level. So that speaks to all these people. You've now all these vendors and businesses that are now part of your business, right?

Yeah.

How have you created all those relationships that now are part of verb?

Yeah, well, we had the first summit and right after that summit launch, I mean, it was like tears, crying on the stage, thanking everybody for coming. People were, you know, you've been to those, you've had those moments where like people said, I found my people.

And it's this emotional experience, right? And it was at the time, it was the first one of its kind. And so I immediately thought, oh, my God, I found these people.

How am I going to keep them together? So the Vacation Rental Designer Collective was born within days after the summit.

And my team pulled it together and we knew that we could pull them in with education and resources. But I knew that wasn't enough. And somebody suggested a buying group because now I had all these relationship with brands because I.

My role as a vacation rental designer in this orbit is to educate brands on how we design differently. We talk differently, we design differently, we resource differently. I want you to drop ship for me.

I want you to give me my stock and know exactly when it's going to be available. When you're shipping to Abandoned Dunes, Oregon, you don't have a receiver, you don't have all kinds of things. So we design differently.

And so I don't like buying groups. To me, buying groups are a designer is feeding orders to one person that has a great discount and that person looks amazing to the brand.

And that person's discount gets deeper and deeper because they look so great to the brand. The brand doesn't know who's really buying. They're not forming any relationships. They only know this one person. I have a problem with that.

So I tried to start something new that I would want. And I said, I went to the brands and I said, you have to give these designers something they can't get on their own.

And you're going to do it directly. No middleman. I'm not skimming on the top. There is nobody in between. You're gonna know who's buying from you. You're gonna give them something great.

They're gonna know why they should work with you. I'm gonna help create this relationship. I'm gonna pre negotiate and then you're gonna run with it. And thank God.

So selfless. And they did it so incredibly.

That's the business platform. I really just want to connect so everybody wins.

I love that. And I think when. When you help people get what they want and need, you always get what you want and need.

Yeah.

And that is powerful. That is super, super powerful. I love that. How would somebody join the collective?

Oh, my gosh, we'd love to have them. And when I explain it that way, I hope that you realize that's why there's a fee. We have a team of five to manage this.

We have 90 designers right now, the Vacation Rental Designers Collective. And you can liter go to the website or Reach out to me or talk about leap of faith. Thank you for letting vacation rental designers collect it.

Be a part of your podcast, you're.

A sponsor and talk about a leap of faith. But we are so grateful.

And because of that, because I will say to that point, the vacation rental design sounds like it's for anybody, but it's any designer. And so that I think was the big pivoting point for me to kind of realize. Oh my gosh. And so.

So I had tried a buying group years ago and realized exactly to your point.

So I realized I lost all of my great relationships that I had had with like Hudson Valley and all these other things because we were going this way and they didn't know what I had been buying for the whole year. They were like, well, you're now at this dropped here. And then you explained what you had done.

So we used you pretty much solely on a project we're installing this week. And I cannot say how easy and like life changingly easy it was. Carrie and I were both like, wait, what?

We.

We don't have to do this whole weird walk around because the designer who's in charge, who has the relationship, it was none of that. And every rep you have is so happy to help. And they want you, every company, they were so great. So it's not just for vacation rentals designers.

It is for that you're not an inconvenience.

Yeah, I wish I could go back in time and say, you know, designer collective. But we're vrd.

Yeah, it's your.

But absolutely. I do residential and vacation rental design, but I still want a really good deal with my brand and I want them to know me. So thank you for using it.

Yeah, I love it. But to that point, I want people to know it's not just. Yeah, it's all designers.

I'm very pro designer. I don't care what you're doing.

Yeah.

So how would they join?

You can go to the website vacation rental designers, or you can contact me or go to JD's design and maybe we can put a discount code I have for listeners.

Oh, my God.

Can it be rfl?

I will put something together. So before this is released, you have your own promo code.

Okay. Oh, my gosh.

Yes.

That is insane. That would. That's really cool. We don't even. We don't even know how this works. That's how. See, you're already like, that's your brain.

You're just like 10 steps ahead @ all times.

More the merrier.

So do you Want to shout out some of your newer brands that you've got in just so people understand like this. Because you've got some good.

We do. We do. And when I.

When I say we have these brands, like, if you want to be stocking dealer in designer language, you know, that's what you have with a lot of these brands, which is pretty amazing, right?

Which is the best price point they offer.

That's the only difference is a retail store. So we have hooker furniture, all lines. And Margaritaville's getting ready to launch. We have four hands. We have. I'm going blank for some reason.

Hubbardon Forge. We have classic home. We have Regina Andrew. We have Braxton Kohler Fazee rugs, unique loom rugs. I'm trying to picture ballerina kitchens.

We have SKS appliances. We have. In fact, SKS appliances is a unique one because they take our members 18 each year to Napa training. But it's a different experience.

It's an elevated experience. It's longer, and it has some special events, and it's only for our members. And we're getting ready to do our second trip. Love that.

Oh, my God.

I know there's more brands and I'm going blank.

Listen to.

We have 31 right now and more onboarding.

That is just amazing.

It's amazing because those are the ones that I think a lot of designers will know when they hear and be like, oh, I hadn't. You know, because a lot of it's intimidating sometimes for. If you're not quite even sure how to start into this.

Getting into relationships with vendors.

And the paperwork is nine years long for each vendor.

And we have like, Peg is our onboarder. She'll reach out to you. She'll walk through every account with you. How to get started. I think you had a call with Peg.

She was fantastic.

You know, we really. We actually send out a welcome box to our members now has a little blanket that says, we've got you covered, like little ring.

And I don't know, I just want it to be an experience that a designer wouldn't expect because I want. I want everybody to just come together.

No, you just.

So you have Peg and then you have your two partners. That's four of you. Who's the fifth member?

So Verd, I have one business partner. Her name's Cass, Cass Petroc. And she actually was a former client and said, I really like what you're doing.

I want in, and every red flag should go off. And my gut told me it was a good idea.

It was on red flags and thought, this is going to be lovely fun.

I feel like that's not really red. Anyway, she's been a godsend. So our team beyond Cass and I is Amy, Alyssa, and Peg.

That is so fun. And so do you. You've got. You'll be at Highpoint coming up, and then will you do your summit there as well or just wait till Vegas?

Well, right now we're only gonna do the Vegas one.

Okay.

You know, we have some talking happening we're gonna see, but we might pivot. We might add on some other categories.

Cause again, really, to me, vacation rental design for designers is adding another revenue stream to your business.

And if vacation rental design and vacation rentals is a $31 billion industry and technically the fastest growing design category in the world, shouldn't you at least have some insight into that? Because they say that one in five of your clients owns a vacation rental or a second home.

So you should at least have the information or the resources in your back pocket.

Love that.

Well, what's coming up right on the heels is accessibility design. Our boomers are aging, aging in place, that kind of design.

So I'm thinking about adding that I put my first accessible vacation rental unit together, and it's the only one in Wimberley.

Vrbo profiled it, and there are 1.3 million people looking for vacation rentals with accessibility, and there is a very, very small percentage of them for them.

That does something to me because my, you know, everybody, like you said, parents are aging, and I, you know, I would love for my mom to be able to. She comes to every. But we go to places and there's 49 stairs or whatever, and you're like, oh, for goodness sakes. This is not a.

This is not a vacation for everybody. Like having. And just for.

It's.

It's so kind to think that way. I mean, it's obviously beneficial to everybody when you think of them. I'm sorry, that just. Anyway, you have to.

Makes me a little emotional because you have to.

And it's intimidating to think about those design challenges. I had to learn some things I wasn't familiar with. It's not our everyday. In RFL school, we did not learn that. And.

But there's a lot to it, and it's so gratifying. So I can see some pivots in rfl, another acronym.

Oh, I love an acronym.

Okay, so vrd. VRD Collective. You have J Deuce Designs, which is your interior design company, and you've recently launched a whole New company by accident.

By accident? Well, hasn't everything sort of just rolled out by accident? And then you seized the day. So tell us about this one.

It's kind of a funny story in that where it originated from was I was in High Point, and I have a friend there, and she said, I just need somebody to walk through this showroom and point out trends. And it's just to show sales staff what a designer's perspective is of some design trends they're seeing.

So, you know, how high pointe is your comfortable clothes running around? And I said, okay, fine, I'll meet you at the hooker showroom. And that's where she asked me to meet her. And she wanted 30 minutes. That's it.

And so I didn't put any thought into it. And so she's like, okay, go. And I'm like, I see this and blah, blah, blah. And here's what I see. And then great.

Grabbed a Diet Coke on the road or, you know, from the showroom, ran off.

What I didn't know at the time, because this is the power of just winging a prayer, saying yes, I guess, is that she shared it with a hooker representative. And somehow that got up the food chain. And that person was friends with the new president of Star Furniture here in Texas. And they shared.

They're like, hey, this designer's out of Houston. You're new to Houston. You know, you've been talking about the designer program that you know is kind of non existent.

Maybe you should talk to this person. This was going on, and I didn't know.

By the time I got back to Houston from market, I had an email asking if I'd be interested in having lunch with the new president and the head of marketing for Star Furniture. And I'm new to Texas, so I googled Star Furniture. I had no idea what it was, and immediately go to what their trade program is. And it was terrible.

It was like the equivalent of like spend $10,000 and you get a Subway sandwich. That's the way I read it. And so I'm thinking, all right, I'll go to lunch. But you know, I'm not gonna like him.

This isn't even a thing. I'm not gonna like him.

And so.

And we're not going to suckling and.

I'm gonna order whatever I want on the menu. Cause yeah, and so we go to lunch. And they were just two great people. I really immediately liked them.

But obviously Richard, the president and Michael, they brought up the trade program. So, you know, they're excited and it's his first. Literally his first week. And. And he's like, so what do you think of our trade program?

I have nothing to lose. I went to RFL school. Like, so I said, I find it insulting as a designer, I would never shop at your stores.

It's literally like you'd give me a Subway sandwich if I brought somebody in there.

Oh, my God.

And.

And was there a moment of silence for days.

But it was the honest truth, and.

That'S what they needed at the end of the day. That's what they needed, Jess. And you gave it to them.

So.

Okay, so just real quick. You're probably pretty good at reading body language by that point.

There was a little deflating. Was there a blowback?

Was there a deflation?

I think there was a this and a this.

Did they look at each other?

I don't remember that part. I think I was like, eat. Focus on food. It sucks. But I would like to think I was more eloquent. But I did know.

I know I said I would never use it as insulting. Blah, blah, blah. And here, this is what I think. This says a lot about them, because they really do care about relationships.

I mean, these people like Michael, he's worked there for 30 years at Star. There is a love in family vibe there. They went back to the office that day and pulled the entire trade program off the website that day.

They're like, if we're insulting, we don't even want anybody to see it. We've got work to do.

Impressive.

So two weeks later, we had a contract, and my contract was just to help them refine the language and figure out the trade program with them. But we actually created something that did not exist before.

Because I told them that the number one pain point for designers, besides profitability, is logistics. And, you know, getting product to a house and having people that can install for you and the rates and how it all works.

You have a 30,000 square foot warehouse and trucks and all these experienced people. There's gotta be a way that you can make this better for designers.

So Star is the first in the country to have a trade program where a designer can not only buy from Star furniture, but they can buy from wherever they want and have whatever they want shipped to Star. And everything can be delivered complete in their. In their delivery. It doesn't matter.

And unmarked trucks.

Yes. Because that is huge. It is.

I mean, shout out to Stark.

Designer wants the black truck and the black shirts and just this. Elite white gloves. All of us. Yeah, no, that was. That's Big.

I mean, that's a big deal. Okay, so keep talking about your journey, because you were very gracious and brought in a whole group, a panel to help.

Well, I knew right away you need to have people, you know, an advisory council. So thank you.

You had some head. You were a huge model.

That's part of creating that. And they need Houston locals, Houston voices. I'm the new girl. I just knew that we could do better.

And you made a. I mean, our advisory group did a great job. Right. But we really did create something that didn't exist, and. And we got attention for it. And I'm just so happy because we need our retailers.

You don't want them to go away. You don't want people to think they can order sofas off Amazon or Joybird or all of those things for a number of reasons, including the environment.

So glad you're saying.

So many people are like, you know, whether it's RH or these other things, like, oh, you know, be done with. No, no, no, no, no.

We can't.

We need them. So I love that that's something celebrated in your brain and how to keep.

Them around and to support a company. Now that I've gotten to know them, I'm working. When I'm back in the warehouse meeting somebody that's gonna go out on a delivery.

They've worked for Star for 20 years, and like Michael 30 years, and this salesperson 38 years. That should tell you a lot right there. They really care and want to succeed, and they really want your business.

They're also generous when they have hosted designer events. They have gracious food and accommodations and stuff. They're very thoughtful, and it is you. You feel like they really want you and value you.

I would agree, which is not always the truth. We can name those places in Houston where you feel like they really don't want you there.

You're a number. Yeah, exactly. And they give back. They don't share enough, I think, about all the things they give back to.

That's the part, too, they'll take. They have the Houston furniture. Like, they give. Nothing goes to Lanfeld. Like, they do all this stuff with the beds and all these other things.

Can you speak to that? Because that, to me, speaks a lot, and I just. I love it.

And the kind of greeny, you know, their sustainability move, you know, it's important to them. Yeah, they're working for it.

They definitely make sure furniture that, you know, it has lost its time with them goes onto a better place for families in need. But One special thing that they do because mattresses are very hard to dispose of.

And, you know, typically those land in the landfill because you're legally not allowed to resell them. That's right. So they actually pay or donate. And the mattresses are stripped down to the frame and then remade into new mattresses.

Because the frame is great. There's nothing wrong with that. And that's actually an expensive part of the mattress. And that is not, you know, a.

That's not a profit model for a business. That's how. Another example of how they give that is a car.

Yeah. I think that is so special. Yeah. You go. You've gotten yourself in with the most special environments. It seems like.

Like, even that your high point family, really.

Right.

Like, people you've sort of surrounded yourself, but then you share all of it. A lot of people are kind of keep it to the vest and, like, not really. You know.

I think you call it pissing on the fire, Adrian.

Yeah, a little bit. Holding a little too close to the vest.

But you get so much more back than you ever give. You really do. I truly believe that. It's true.

And you've lived that. And you really. That is your base model.

That is my business model.

That is your base model. I drove that thing off, fully glued it, but it's just. It's beautiful. But that.

But then these experiences and relationships are coming because of it, because people watch you in your genuine love of what you do and gift of, like, giving all your time and information. Now, you get paid for it in some ways, but you give back in others.

Gotta do that. You gotta pay the bills.

You gotta pay the bills. Gotta keep daddy happy over there.

I like it, though. I didn't realize how much I was going to love working on the trade program. And so that's actually spinning into a new development for me.

And we are in talks with some large retail companies that would also like to improve their trade programs or at least do a better job at speaking designer. And I think, you know, sometimes you have to explain to them, and it's surprising. Right. To us, it just seems so simple why you need us.

But Covid screwed up a lot of companies and. And they're catching up still after all this time. And so we have to teach them how to talk to us again.

That's a really good way to say it. I love that. And I think you're right. A lot of the other stores, the retail stores, they have their model, and that's awesome.

It works.

And people can go in and they can get their free whatever delivery service for, you know, paint colors or help with the furniture in that store. But I don't think it really benefits the client.

At the end of the day, they just have a room that looks like everybody else's room because maybe, you know, so I think what you are bringing to them is going to be invaluable also. And it only helps us. Like that's the thing. It doesn't take away from RFL designers. It really does help kind of everybody.

There's so much out there. There's enough work for everybody. There's so much to do and talk about.

But I think the guest experience in a retail store has changed and you have to have more of a experience when you shop now because otherwise what's stopping that person from staying at home and clicking some buttons on their phone or their iPad? And they need the education.

We're circling back now where people are interested again in where it's coming from or, you know, what is in this chair or I have a lot of people have learned the lesson, like I've bought these last four things off Amazon or whatever and they're not lasting. I don't want to make that mistake again. So it's nice to see that return. Agreed.

I love and you have created, I don't know, I just can't get over. You're just brainchildren. Your brainchildren just keep giving and giving. And I think that's another thing too. No industry and no business is ever.

It's stagnant. Like you can still come up with these brilliant ideas that then are like, oh my God, why didn't we think of that before?

But people get so stuck in their lane when. Which is, you know, obviously star they had something new coming in. So they're like, let's fix this.

But I love that what you are doing for people to sort of give them an avenue because we all have our silos. And so you kind of are at this 30,000 foot level, seeing it in a different way. And it's beautiful. I love this.

I think you talked the other day at a panel discussion about somebody called you and asked, do you do xyz? And you're like, we absolutely do. And then you hang up the phone and you're like, oh, shit, how the.

Hell do we do?

How do we do X, Y, Z? I'll figure it out.

I think that is the difference between a growing entrepreneur and just an entrepreneur. I think entrepreneurs get, like you just said, in their silo, in their lane. And they just keep digging that same hole. And you are this innovative.

What's next? Expansive and explosive entrepreneurs. And that's a different type of person. The person that says, we do do that.

And then, oh, gosh, let's figure that one out. Now, that's unique about you.

Well, thank you. I mean, I would say the same for you. You're like, woke up one day and went, let's have a podcast. Right? I mean, that's impressive. Sort of. Sort of.

I mean, yes. And then had to do some due.

Diligence, and it's thriving. It's awesome. I listen, I'm a listener on our.

Show, so we must be doing something right, because, damn, we got some big girl pants to fill here.

But geez, it's fun to be curious. What do we have to lose?

And how come? Help.

What's the worst possible scenario?

We said that, and funny enough, our. Our production company said, when will you know you're successful? And we talked about it. We decided when we had 22 subscribers.

We were going to consider that was the magic number.

And they go, oh, 22,000. And we were like, no, just 22. Like the number after 21. And they were like, okay. We've never had anybody say that, but we didn't have any.

We've never had such low achievers in our life.

We didn't have any expectations. So what do you have to lose? I think that's a really important question to ask. What do you have to lose?

And oftentimes it's really nothing if you don't take yourself too seriously.

I have to tell myself that all the time. Like, when I'm thinking about an idea or something, or somebody asked me the question of xyz, do you do that?

I say in my head, like, what is the absolute worst case scenario? And once you process that for a minute, it's never like, what is it? I don't order a latte tomorrow. Really?

I know that sounds dumb, but it's never, ever as bad as you think.

Never.

So why not go for it?

I know, and I think we all do the what's the worst? But I mean, I. I hear you almost saying, you might say that in your head, but in the real world, you're saying, what's the bat?

Like, what's the best case scenario? It actually flies and it's flying. That's the thing. So you're just jump taking faith and I don't know, I love it. You're mentally.

I've been told no, it's just, you know, yeah, yeah. Then I go after them.

And so what's your biggest. Like, then you were like, hold my beer. That's what we say here in Texas. So what's the biggest driver for you when you're making a decision?

Is it the actual business part of it? Is it who you're going to be doing that with? Or is it the roi? What's the most important for you?

A smart businesswoman would say roi. To me, it's the who. Because I have to. I'm relationship driven and I gotta feel good in the room or it's not gonna work.

So when that little monkey and a tambourine are going around in your brain.

With these ideas, that's very accurate.

I have a band up here too, so I kind of. But do you spin it, spin it, spin it and then share it, or do you say it right away?

Word vomit.

You word vomit. And do you do it to your husband, to your partner?

How do you use a filter? My poor partners and the people on the team, they've now they've just learned to handle me.

So I'm sure they get excited about some, though some might not make it to the point board. Some might be.

Let's.

Oh, this is coming to the top. Right?

Yeah. But you gotta have a good team to be able to say, that is great.

Should we pivot from these eight other things to do this one or should we stay the course? Right. And thank God, because I. Before I got the people that I have, I was like, I feel like we could do everything at once. Let's just do it.

And that never works out. I would be half assed.

Right, right.

And I've had to learn that lesson.

Yeah, I get that. Oh, God. Matthew McConaughey just said it on a podcast the other day, and it was so brilliant. He's like, we could do a bunch of campfires.

I've got eight campfires or two bonfires. And it was the perfect analogy of, let's not do eight campfires, let's do two bonfires. And it just made my own head.

Go, oh, that's a good one.

It's so. Oh, he's so cool.

That's a great idea.

And he's beautiful.

It's a perfect one for how we do stuff or how we're pronounced. Yeah. So just. All right, all right, all right, all right.

And on that note.

Okay. No, but I love.

Yeah.

So that's.

Yeah.

Yeah.

Well, it has been such a joy having you. Is there anything that we didn't ask that you wish that we had asked?

Oh, my gosh. Well, I'm gonna be a little sappy.

Okay, go ahead.

Because I came to Houston not knowing a soul, and you guys embraced me and brought me in, so I love it. And I have not had that everywhere I've moved. And I would have to say that Houston has been the most welcoming, and you have been the most welcoming.

Aww.

We love you, virtual life.

Otherwise, we trip over everything.

No, but I think Houston's unusual in that way. But we have a. We're lucky.

I mean.

Yeah, the bitches are lucky.

Bitches are busy, and it's fun to celebrate each other. And today we celebrate you.

And you were the best.

Thank you for having me. You are.

I can't wait to see what you do next.

Just blow my mind, and I'm gonna.

Have my cards reprinted with Brady Richardson rfl.

Love you guys. Thank you. Love you.

Okay, so.

Wow.

What the heck? Could we just do that again all day?

Let us do it again.

She was so freaking funny. I can't with her. I mean, the funny is one thing, but then she's got this whole other side that's talented.

Is.

I'll get out. I can't get over her.

And inspiring, too. Right. For somebody who's listening, who's like, you know, I've got this brainchild, this baby idea. Like, what? It's like, well, what?

Yeah, Just throw it out there.

Look at what can happen.

Yeah.

Yeah.

And when people say, what's your fail? You know, your exit strategy. Pretend you didn't hear them. I don't think we should always go to that in our. It's because of our industry.

Like, innovative people. Just be everybody listening to this is innovative.

Yes.

And so just don't be scared of your innovation, because it's not standard issue. Not everybody's got it. So if you've got it, fricking share it, because we need more of it.

Absolutely.

And think about all the vacation homeowners that she has given them. Such an amazing way to make money off their properties. And think about the big box stores now that she's impacting.

And then also think about the designers that she's blowing their businesses up because of the collective. I mean, just what if she hadn't done it?

She wouldn't have any of that.

I know. And now this whole thing with the ADA just touches my soul.

Yes.

I bet that 1.2 million people vacation who need an ADA regulated. That's.

I mean, I don't mean to sound like a greed bucket, but there's a lot of opportunity for a lot of people who are just tired of maybe what they're doing or didn't even think that existed. So she's just constantly feeding people options and opportunities.

I love it.

She shares her with everyone.

I love it.

And she.

Good stuff.

I mean, her brands love her too. And that shows.

It does.

Wow.

It does. And if you're at High Point Market, my guess is, though, this will air after.

But if you're ever at High Point Market in the spring or the fall, look for her. She'll be doing something there. It's a great place to get to meet her in person. So Vegas.

Find her for sure for her summit and go on and get tickets if you can. Or at least just hunt her down. She'll be in great service. You will not be Sawyer. No.

You'll be so happy. So that brings us to the end of this show. You can find follow me on Instagram at Rainy Richardson Interiors. You can follow us at Reframing Design.

You can follow me at Cassandra Underscore Branderiors. And please like follow share. We're on Spotify, we're on YouTube, we're on Apple podcasts everywhere. You get your podcast.

And thank you to VERD for our sponsorship too.

Absolutely. And if you want, reach out to KCRI. You can get us at helloframing.com. and we'll be sure to respond to you. Thank you so much.

Bye.

That's a wrap for this episode of Reframing the Art of Interior Design. We hope you had a blast and found some inspiration to bring your dream space to life. Feeling inspired to start your own home transformation?

Contact us@helloeframingdesign.com we want to help you make it happen. Don't forget to subscribe, share, share and leave a review this show was edited and produced by Truth Work Media.

Until next time, remember, your space is your story. Make it beautiful.