Don't lower prices, raise the value.

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Don't  discount, increase your understanding.

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Don't play a losing game, play to win for yourself and your clients.

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As an interior designer the business model we all practiced even just 10 years ago no longer works for us or our clients. I believe we may have lost sight of our true value and are failing to deliver the design our clients come to us to provide.

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I've been so fortunate over the last few years to be exposed to the work of a brilliant business coach, Sean Low, and to ride along as my equally brilliant step-daughter, Roisy Rickel, made her way through the Foster School of Business at the University of Washington. As I talked at home about changes in this industry, Roisy sighted studies and principals she was learning about at school that supported ideas I was learning from Sean. Roisy now runs who own marketing firm called Reflection Marketing in Seattle.

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I now own and run a trade showroom in the Seattle Design Center and I see how so many designers struggle to communicate their value to clients, and how clients really do not understand the value of design. I'm committed to changing that.

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If we as designers and other creatives intend to go forward with relevance we need to re-define our value. My mission with this project is to open up a conversation about design, value, connoisseurship, sustainability and community. I hope you will join me.

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Renate Ruby

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Interior designer and artist

creative director and founder of ​

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Brume | A furnishings destination for designers and design enthusiasts in Seattle WA