Juliette Phelps Palarea

I am a firm believer that meaningful growth is rooted in a commitment to continuous learning. Throughout my career, I have proactively engaged business consultants and subject-matter experts—individuals whose specialized knowledge surpasses my own in key areas—in order to challenge my thinking and expand my capabilities. Most recently, we partnered with a consultant to implement AI across our business over a four-month period, an initiative that has proven both transformative and strategically valuable.

Central to my philosophy is intellectual humility. I do not subscribe to the notion that one ever fully “arrives.” Rather, I believe that sustained success depends on the willingness to evolve, adapt, and remain open to new perspectives. I closely study leading interior design firms, architects, build teams, and artists whose work I admire, drawing inspiration from their innovation, discipline, and execution—all of which continue to inform and elevate my own approach.

At the same time, I hold a strong conviction that exceptional design is, at its core, an innate ability. While technical skills and industry knowledge can certainly be developed, there is an intrinsic sensibility—an instinct for scale, balance, and composition—that cannot be taught. My own development has been grounded in rigorous, hands-on experience, where real-world application has shaped both my creative judgment and operational efficiency. In my view, true mastery is achieved through immersion, repetition, and the continual refinement of one’s craft over time.

The best career advice I was ever given is that if you are doing something you truly love, it will never feel like work.

Early in my career, I approached business with a focus on financial success and the ambition of building companies. While that drive served a purpose, my perspective evolved over time. As I grew both personally and professionally—and became a mother of three—I had the opportunity to learn from exceptional leaders who reinforced an important truth: people can always feel the difference between work that is driven by passion and work that is not.

That insight stayed with me. Passion is not just a personal motivator; it directly impacts the quality, authenticity, and longevity of what you create. When you are deeply connected to your work, it shows—in your decisions, your discipline, and ultimately in the results.

That advice reshaped how I define success. For me, it is no longer just about building something—it is about building something meaningful, with genuine passion behind it.

First, I would ask why. One of the biggest misconceptions about interior design is that it is purely creative, glamorous, and fun—and while there are certainly moments of that, the reality is much more demanding. It is detailed, fast-paced, and often “behind the scenes” work. There are countless moving parts, significant coordination, and a great deal of administrative responsibility that isn’t always visible from the outside.

I have worked with many young women who were interested in entering the industry, and some have realized along the way that the day-to-day reality is very different from what they initially imagined. That clarity has led them to pivot—sometimes staying within the industry, but finding a path that better aligns with their strengths and interests.

That leads to the second question I always ask: what are your strengths? Do you feel most fulfilled by the creative side of design, or are you drawn to building and running a business? Those are two very different roles, and understanding that distinction early on is incredibly valuable.

I have team members with formal design degrees who, after seeing the operational side of what I do, have realized they have no desire to run a business—and that’s a great outcome. They’ve been able to carve out their own niche within the industry that truly suits them.

Interior design offers many different paths, and success comes from understanding where you naturally fit and where you can thrive.

One of the more complex aspects of this industry is operating within a traditionally male-dominated environment, which requires clarity, consistency, and confidence to lead effectively and be taken seriously.

With a background in building and growing businesses, I approached interior design with a different perspective. I saw an opportunity to create a more integrated model—one where designers retain control over sourcing rather than deferring to builder-driven structures. Given that designers are often responsible for selecting both interior and exterior finishes, it made sense to align that creative responsibility with the business model.

As my firm has evolved, we’ve intentionally brought sourcing and execution in-house. This level of ownership strengthens communication, ensures greater quality and continuity, and ultimately leads to better outcomes for our clients.

I’m also committed to supporting women in this industry—encouraging them to understand their value, lead with confidence, and build paths that align with their strengths.

For me, these experiences have been an opportunity to lead differently, build a stronger business, and contribute to a more thoughtful and balanced industry.

At the core of both my work and personal life is a strong sense of purpose and internal grounding, through my faith, that guides how I lead and make decisions.

I value transparency and open communication, as I believe trust is built through clarity, honesty, and consistency.

At this stage in my life, with my children now grown, I’ve developed a deeper focus on what matters most—one of my greatest passions being to support and empower women to recognize their value and move beyond limitations.

I also strongly believe in continuous learning. I approach both life and business with humility, surrounding myself with people who are more knowledgeable in certain areas and learning from them.

Ultimately, my values center around integrity, growth, and making a meaningful impact.