19 Hours Recap: Building Systems, Leadership, and Teams That Work 

What Is 19 Hours? 

Now in its sixth year, 19 Hours is a virtual conference designed to help interior design professionals sharpen their business acumen, strengthen their operations, and connect with industry peers. Co-hosted by Studio Designer and Mydoma, this event brings together vibrant community of thought leaders for 2 days of presentations all focused on the business of design. 19 Hours is a structured, annual opportunity to step back, learn, and lead with intention. 

Created in 2020 as the industry navigated major shifts, 19 Hours has evolved into a space where designers can strengthen the operational side of their firms. From legal tools to sales strategy and team leadership, this virtual conference is the place for designers to align their ambition with sustainable systems. 

This year’s theme, “The Business Playbook: Building an Interior Designer’s Dream Team,” emphasized that no designer can scale alone. Successful collaboration starts with strong leadership, operational clarity, and intentional business design. 

Keynote: Don’t Just Build a Team—Build a Business Worthy of One

Speaker: LuAnn Nigara 

In our keynote session, LuAnn Nigara delivered a powerful call to action: don’t mistake hiring for leadership. She urged designers to shift their focus inward, prioritizing the systems, values, and consistency that make a business truly worthy of great talent. Using her own experiences (and a dash of Ted Lasso), LuAnn made the case that your “Dream Team” isn’t a fix, it’s a mirror. 

Core Message: A strong team amplifies what’s already built. If there are cracks, they’ll widen; if there’s clarity, it will grow stronger. 

Key Takeaways: 

• Define Your Foundation: Vision, mission, and values aren’t fluff; they’re strategic tools. 
• Leadership Means Accountability: Consistency and clarity must come from the top. 
• Systematize for Success: Without documented processes, scale becomes chaos. 

Power Quote: “Your Dream Team isn’t a magic fix—it’s an amplifier. It magnifies what’s already there: the strengths and the cracks.” – LuAnn Nigara 

ALSO WATCH: Confident Conversations: How Top Designers Defend Their Worth—Without Apologizing

Design-Forward Legal Thinking 

Speaker: Wendy Estela 

Wendy Estela brought clarity to the often murky waters of legal protections for interior designers. Speaking from deep experience, she emphasized that legal strategy should be a proactive part of your business toolkit, not a crisis response. With a balance of practical advice and strategic insight, Wendy walked attendees through key areas like contract customization, intellectual property, and professional liability. 

Core Message: If the first time you call a lawyer is when you’re in trouble, it’s already too late. 

Key Takeaways: 

• Customize Your Contracts: One-size-fits-all templates don’t protect bespoke businesses. 
• Know Your Coverage: Understand the differences in liability (CGL, E&O, workers’ comp). 
• Choose Counsel Early: Build a relationship with legal support before you need it. 

Power Quote: “If the first time you call a lawyer is when there’s a problem, you’re already too late.” – Wendy Estela 

Watch the recording 

Behind the Process 

Panelists: Marsha Sefcik, Sascha Lafleur, Melissa Fields 
In this tactical panel, three design leaders unpacked the behind-the-scenes systems that allow their businesses to scale and serve consistently. From onboarding workflows to internal documentation and client communication, they made the case that process is a growth strategy, not a burden.

Core Message: A good process means a good infrastructure.  

Key Takeaways: 

• Clarity is Contagious: Documented processes help teams execute with confidence. 
• Delegation Demands Systems: You can’t hand off what you haven’t defined. 
• Internal Order Builds External Trust: Clients feel the difference. 

Power Quote: “It’s hard to build a team if you can’t explain how things get done.”  

ALSO READ: Landing Your First Interior Design Client (and Lessons Learned!)

Design Intel: Your First Look at 2025’s Market Realities 

Speaker: Amanda Schneider, ThinkLab 

This research-driven session offered a forward-facing lens into the design industry’s economic shifts, consumer behaviors, and emerging opportunities. Amanda Schneider encouraged attendees to ditch gut instinct in favor of data-informed decision-making, empowering firms to pivot smartly as market conditions evolve. 

Core Message: You can’t future-proof your business with last year’s playbook. 

Key Takeaways: 

• Data Over Guesswork: Use insights to adapt services and messaging. 
• Client Expectations Have Shifted: Speed, clarity, and vision are now table stakes. 
• Watch the Market: External factors impact budgets, timelines, and expectations. 

Power Quote: “Clients want clarity, responsiveness, and a sense that you understand where the market is going.” – Amanda Schneider 

The Path to PR: Everything Designers Need to Know 

Speaker: Allison Hay 

Allison Hay broke down public relations and explained how it is a strategic pillar of a designer’s business. She explained how to craft a pitch that resonates, build authentic media relationships, and integrate PR into a broader marketing strategy. Designers walked away with a roadmap for telling their story in the press, instead of just hoping to be discovered. 

Core Message: PR is about reputation, not just publicity. 

Key Takeaways: 

• Find Your Angle: Define your unique story before you pitch. 
• Build Relationships: PR is a long game. Nurture it like any other client pipeline.
• Plan Ahead: Align outreach with editorial calendars.  

Power Quote: “PR is about building reputation—one story, one relationship at a time.” – Allison Hay 

Closing Like a Champion 

Speaker: LuAnn Nigara 

Returning to the virtual stage, LuAnn Nigara led this session with confidence and tactical wisdom, demystifying the sales process for designers. She addressed common mindset hurdles, the clarity needed in proposals, and how to spot ideal clients. Attendees left with tools to close more deals and build stronger client relationships. 

Core Message: Confidence and clarity drive conversions. 

Key Takeaways: 

• Qualify Early: Screen leads to ensure mutual fit. 
• Show Your Value: A clear offer is easier to say yes to. 
• Systematize Sales: Process breeds confidence. 

Power Quote: “When you’re clear on your offer, it’s easier for the client to say yes.” – LuAnn Nigara 

Watch the recording 

Play Your Position: Discovering Your Zone of Genius 

Speaker: Jennifer Tokatyan 

Jennifer Tokatyan urged attendees to ditch burnout culture and embrace CEO-level leadership. With a focus on the Zone of Genius concept, she showed how stepping back can be the most powerful move a leader makes. By clarifying roles and investing in operations, designers can scale sustainably and reclaim joy in the work. 

Core Message: Leadership means letting go to grow. 

Key Takeaways: 

• Own Your Genius: Know what only you can do, and delegate the rest. 
• Structure Sets You Free: Clear roles unlock team potential. 
• Systems Sustain Growth: Operational clarity fuels longevity. 

Power Quote: “Your business can’t grow if you’re the bottleneck.” – Jennifer Tokatyan 

Your Financial Lineup 

Speaker: Caprice Gosset 

Caprice Gosset delivered a pragmatic and empowering session on building a financial dream team. From the bookkeeper to the financial planner, she broke down who you need, when, and why. Financial literacy isn’t optional for growth-minded designers! 

Core Message: Numbers aren’t scary, they’re strategic. 

Key Takeaways: 

• Build Your Bench: Identify and empower your finance experts. 
• Forecast Regularly: Numbers tell the story (if you’re willing to look!) 
• Lead with Data: Financial clarity unlocks intentional growth. 

Power Quote: “Knowing your numbers is how you lead with intention, not reaction.” – Caprice Gosset 

ALSO READ: 4 Studio Designer Reports Designers Use to Boost Their Profitability 

From Confusion and Chaos to Clarity and Confidence 

In this impactful closing session, storytelling expert Jude Charles guided designers to shift from scattered messaging to strategic clarity by uncovering their core identity. Through emotional narratives and client examples, he showed how personal stories build alignment, attract the right clients, and empower stronger teams. 

Key Takeaways: 

• Start with Who, not How: Understanding who you are drives clarity, confidence, and direction. 
• Three Story Types to Share: Develop your Origin, Core Value, and Impact stories to strengthen your brand and build trust. 
• Alignment Starts Within: Define your core values through specific stories not through vague statements. 
• Road mapping is Essential: Before showcasing your work, define what you stand for and how you work behind the scenes. 
• Courage Creates Freedom: Saying no to the wrong fit creates space for aligned growth. 

Power Quote: “When you know who you are, the how becomes effortless.” — Jude Charles 

Key Themes Across the Event 

Several key messages emerged throughout the 2025 19 Hours Virtual Conference. 

• Leadership Must Come First: Building a team starts with building a business structure that supports and empowers others. 
• Proactive Infrastructure Pays Off: Legal, financial, and operational systems aren’t just for the back-office; they’re foundational to the success of your firm. 
• Confidence Comes from Clarity: Whether it’s PR, sales, or team leadership, clarity in communication and process gives you confidence in your progress. 
• You Don’t Have to Do It Alone: Building your dream team means surrounding yourself with experts and advisors. 

Watch the Sessions On-Demand 

🎥 Missed a session or want to rewatch your favorites? 
Recordings of all 2025 sessions are available on-demand. 
👉 Watch the full event here

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