The Case Conference

The Case Conference Structure Precedes Aesthetics ✦ Where interior designers build principled, profitable firms | The Case Conference returns October 1-3, 2026

It's that time of the month again ✨ The Ponderosa where we hold up the wins our principals are earning. The features, th...
06/11/2026

It's that time of the month again ✨ The Ponderosa where we hold up the wins our principals are earning. The features, the honors, the milestones that don't happen by accident.⁣
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Here is what we keep seeing. None of this is luck. None of it is instinct alone. These are principals who stopped building on feel and started building on structure, and the results are doing the talking.⁣
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This season, the work showed up in print and on screen. A first project earning a 10-page spread in New England Home. Two names called to House Beautiful's Next Wave Class of 2026. A Top 100 spot on Modern Luxury's Faces of Design 2026. A degree earned Magna Cum Laude. A home fragrance line launched with intention behind every detail. And a design eye headed to HGTV.⁣
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This is why the community matters. Not because it makes better businesses, though it does. Because it produces the leaders this industry has been waiting for. Principals who build with vision and carry the room with them.⁣
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Keep building, Principal. We see you.⁣
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PRINCIPAL LEVEL EXCLUSIVE 🔥 The conversation designers really want to have rarely happens in public.The year you almost ...
06/02/2026

PRINCIPAL LEVEL EXCLUSIVE 🔥 The conversation designers really want to have rarely happens in public.

The year you almost shut the firm down. The hire you regret. The client who taught you to walk away. The real numbers behind the magazine feature. The pivots and the quiet wins no one ever sees from the outside.

Principals in Pajamas is where that conversation happens.

Friday night at The Case Conference. Cocktails, light bites, a coordinated pajama theme. Four principals talking honestly about how they built the firms designers only see from the outside.

DuVäl Reynolds. Jessica Davis. Kelly Finley. Ashley Ross.
Moderated by Tyka Pryde.

Questions submitted in advance. Open-floor segment to follow. The kind of dialogue that doesn’t happen during the daytime programming.

Included exclusively with Principal Level access. No add-on option.

Principal Level is capped by design. Once we sell out, registration closes. We do not extend capacity.

Comment CASE and we’ll send the registration link.


05/29/2026

At The Case Conference 2025, our founder sat down with for the coveted Keynote Conversation. And the room went still.

He spoke about a belief a lot of us carry quietly: that where we come from somehow disqualifies us from where we want to be. That we have to become someone else, somewhere else, to earn the room. And then the realization that everything he was reaching for had been with him all along. His roots were never the thing holding him back. They were the thing that made him.

That is the lesson. The very thing you were taught to downplay, to outgrow, to apologize for, is often your sharpest edge. You do not have to perform your way into belonging. You just have to stop abandoning where you came from to get there.

The honesty in that room is what we build for.

Because this is what we pride ourselves on at The Case Conference: opening the door for real conversations. The kind that put things in perspective. The kind that remind you where you are right now does not dictate where you are going.

And still. We pay homage to where we are right now. We give it respect. We give it grace. Because this moment, the one you might be tempted to rush past, is the one carrying you to the next.

That is the work. That is the room.

If you have ever felt like where you started might disqualify you from where you are meant to be, you need to be in the room with us.

The Case Conference 2026. October 1 through 3. Hotel Phoenix, Atlanta.

Registration is open. Link in bio.

Unpopular opinion. You can charge whatever you want for the art.The art is your eye. Your taste. The years that got you ...
05/28/2026

Unpopular opinion. You can charge whatever you want for the art.

The art is your eye. Your taste. The years that got you here. There is no per-hour rate for the way you see a room before you touch it. You decide what that costs.

The cost to hang the art is a different job. Procurement, markup, project management, the trades, the team, the receiver who checks the deliveries before they leave the dock. That part is math. It has rates. And you have been using one number to cover both.

That is how you end up hanging the wallpaper yourself. Assembling the desk on the floor of the client’s living room. Scrambling for receipts on a project that went over because the budget never included the cost of doing the work right.

You become the stylist, the bookkeeper, the runner, the handyman. And you cannot produce at the level you are equipped to from there. Not sustainably. Not for long.

So charge what you want for the art. Then charge what it actually costs to hang it. Two numbers. Two jobs. Stop asking one to do the work of both.

This is what we work through every month in The Principal’s Circle. Strategy for the firm. Mindset for the person running it.

Comment PRINCIPAL and I will send you the link to enroll.

Pricing is the difference between a firm that survives and a firm that scales.Most designers were never shown the math. ...
05/21/2026

Pricing is the difference between a firm that survives and a firm that scales.

Most designers were never shown the math. They’re able to deliver beautiful work and just hope and pray the rest works out.

Meet Jameelah Watkins-Mallett, the boss lady herself and founder of The Case Collective, co-founder and principal designer of Lauren Wesley Designs, and creator of the CASE Method, the proprietary framework that teaches designers how to build firms with the same intentionality they bring to their spaces.

At The Case Conference 2026, Jameelah leads Pricing & Profitability. She’ll walk you through the pricing models, the markup math, and the procurement decisions every principal needs to understand. You’ll leave with a clear sense of what to charge, why to charge it, and how to know if you’re actually profitable.

Comment CASE below and we’ll send you the link to reserve your seat.

October 1-3, 2026 | Atlanta, GA

InteriorDesigners DesignBusiness

We’re not a regular conference with pamphlets, notepads and water bottles. We provide an immersive experience that desig...
05/15/2026

We’re not a regular conference with pamphlets, notepads and water bottles. We provide an immersive experience that designers deserve. Currently trying to figure out how to import live Palm Trees… 🌴👀 for 2026 🥴😅

New Merch will be on the way. Pinky Promise ✨

Beautiful Floral Experience executed by

Your contract is the most important aspect of your business, especially in the age of AI.As technology reshapes how desi...
05/14/2026

Your contract is the most important aspect of your business, especially in the age of AI.

As technology reshapes how designers create, communicate, and deliver, the firms protecting themselves now are the ones positioned to lead.

Meet Wendy Estela , founder of Estela Law and Designed Counsel™, the contract template and subscription service built exclusively for interior designers. With twenty-five years in business law and hundreds of designers represented, from AD100 and Elle Decor A-List firms to those just starting out, she brings the perspective every firm needs to hear.

At The Case Conference 2026, Wendy is leading Boundaries & Standards: the client criteria, scope boundaries, and contract clauses every firm needs in place. You’ll leave with clarity on what you will and will not tolerate, the confidence to communicate it, and the legal language that protects your firm, your projects, and you.

Comment CASE below and we’ll send you the link to reserve your seat.

EARLY ACCESS ENDS TOMORROW, MAY 14 at 11:59PM EST ‼️

October 1-3, 2026 | Atlanta, GA

DesignFirmOwners InteriorDesigners DesignBusiness

The designers who came to Atlanta last October walked into a room built for the way they actually work, and three days l...
05/11/2026

The designers who came to Atlanta last October walked into a room built for the way they actually work, and three days later they left with a different posture about how to lead the firm.

The Case Conference is three days where the principals of the firm show up for each other, where the conversations go deeper than the script, and where the room itself is designed with the same intention you bring to your own work.

Early access closes on May 14 and after that, both Principal Level and Designer Level return to full price.

The Case Conference returns October 1 through 3, with Corey Damen Jenkins on the keynote stage and a program built for the designer ready to stop being the bottleneck and start leading the firm.

If you have been waiting for the sign to register, this is it.

The link to register is in our bio.

The Ponderosa✨ A monthly spotlight on the wins, features, and milestones shaping our community.These are not overnight m...
05/06/2026

The Ponderosa✨ A monthly spotlight on the wins, features, and milestones shaping our community.

These are not overnight moments. They are the result of principals who decided to stop building on instinct alone and start building on structure. Magazine features. Industry recognition. Brand partnerships. Showhouse rooms. A decade of excellence. This is what that looks like in real time.

Every month, this community reminds us why we do this work. Not just to build better businesses, but to build designers into the leaders this industry actually needs.

A special congratulations to every principal featured this month. Your wins belong to you. We are just proud to witness them.

Keep building, Principal. We see you.

If something stopped you mid-scroll and want to nominate it to get featured in The Ponderosa, send it. Yourself counts. Your peers count. The post you saved and never shared counts.

Tap the link in our bio. Drop the post. We take it from there.

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70 Centennial Olympic Park Drive NW
Atlanta, GA
30303

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