The Results Speak for Themselves
More than 300 interior designers have worked directly with Cheryl, an active working designer and business owner, through workshops, coaching, and our programs. These are their words—not ours.
Click below to read what designers talk about most and see what changed for them.
"IF YOU ARE NOT WILLING TO PUT THE TIME AND MONEY INTO YOUR BUSINESS, THEN WHAT ARE YOU REALLY DOING FOR YOUR BUSINESS?"
I appreciate Cheryl's direction, action, and the way they come together to be the advocate in your corner.
It's a big investment and I don't take it lightly. The Design Paradigm and the investment in it allows you to almost skip some of the steps and hopefully skip some of the mistakes, because those are going to be costly too.
So in my mind, you're either going to pay for the school of hard knocks or you're going to pay for someone to help you along the way--the right way.
Cheryl helps keep it real!
ALISON TRUELOCK
INTERIORS BY ALISON
Project Pricing - Flat Fees & Minimum Expenditure
Pricing is rarely about spreadsheets. Designers consistently tell us they leave with a completely different way of thinking about value, proposals, profitability, and pricing decisions.
SHANDY AREND
COACHING CLIENT
"We worked with Cheryl both in one on one coaching and her group coaching program and quickly realized that we were not charging enough to cover our operating expenses and pay ourselves what we were hoping to make at the time.
She helped us understand how to calculate our profit margin, account for all of our expenses for the year, and work backwards to know how many clients we needed to have and how much we needed to charge for that work to make what we wanted to make.
Being able to project our income has changed everything... I'm building an empire, and you taught me how to actually be profitable doing it."
SUNITA RITESH
COACHING CLIENT
"I do not have a team at this point. I took the whole Design Paradigm Course that Cheryl offers. I have studied it and implemented it.
Every offer we have closed since implementing the program has been because of the processes I learned. After clients signed, I asked why they chose us even though our prices were 18–28% higher.
Their answers were, 'That scope of work,' 'You were so detailed right from the discovery call,' and 'Your communication throughout the project was honest and transparent.'
The entire Design Paradigm program changed my business."
MICHELLE SAUTER
COACHING CLIENT
"Thank you so much, Cheryl, for giving me the courage to finally work the numbers and boldly share a flat fee outta the gate.
Client paused for a minute, then said, 'Okay! Let's do it.'
A high design fee before any designing started. We're all happily diving in and clients are excited.
There is no way I would have been able to ask for this up front if I hadn't worked with Cheryl."
Monika Merchant
COACHING CLIENT
"I was charging hourly fees, but [they were] terribly low and inconsistent. Adopting Cheryl’s visual proposal is what gave me the client-facing confidence.
When I put that big number in front of the potential client, it’s now presented in a way that conveys professionalism and expertise.
It gives THEM confidence that this fee will be worth it, and I’ve not gotten much pushback at all."
Ready to rethink your pricing?
Whether you're building your pricing model for the first time or refining one that's already in place, Cheryl teaches designers how to project your profit and price for profitability.
BROWSE OUR WORKSHOPS
Why Clients Started Saying Yes
The sales conversation changes when clients understand your process, know what to expect, and see the value you're bringing long before the project begins.
"I used Cheryl's visual presentation format and it has changed my business.
From the moment I implemented this, I began closing the majority of clients that came my way."
Tina Ramchandani
Tina Ramchandani Creative
"Cheryl teaches you how to explain your value to your clients in a way they understand. When you believe it yourself, it's very easy for them to believe it too."
Ryan Williams
Artisan Design Studio
"The client immediately chose Option 1, signed the contract without any questions, and paid 50% upfront. Option 1 was the one I wasn't expecting them to go for—but they went for it!"
Sanda Stojakovic
Stojakovic Design
"Now I ask for a minimum expenditure on every project, and it was immediately surprising... they're all saying yes. Cheryl gave me the context for why it benefited not only my business, but my clients too, and the language to explain it."
Shandy Arend
Claire House Design
"She explains it all, gives the tools, what to say, how to think about it, and how to present it. No one should be shopping you.
Cheryl will teach you how to present your value."
Diane Bianchini
Dream Interiors NY
"I got my first minimum expenditure project after taking Cheryl's workshop. I almost chickened out before meeting with my client, but I'm glad I didn't. The client felt excited, I felt relieved, and we both walked away happy with the plan."
Rebecca Frierson
R. Frierson Interiors
How Business Looks Different Today
When pricing, client communication, and operations begin working together, the business starts to change. These designers didn't just improve a process, they built businesses that looked very different than they did before.
"I went from an okay business with a lousy partner to completely owning the business I started. I'm making more money, managing my costs, tracking my profits, have a team of five, a full calendar, and I'm opening a second shop. I couldn't have done it without Cheryl."
christina van blake
Home Design Dover
"One of the biggest shifts was finally understanding everything we actually do for a client and pricing accordingly. That change alone increased my revenue by 25% because I finally understood my numbers and started tracking my time."
monique holland
Holland Custom Designs
"My revenue doubled the first year of working with Cheryl. Even after 22 years in business, she taught this old dog a few new tricks. My design fees now average $30,000 with an $85,000 minimum expenditure."
DIANE BIANCHINI
Dream Interiors NY
"Cheryl changed my business by helping me understand leadership, finances, and how the right metrics drive profitability. I'm making decisions with data instead of guesswork."
Sarah Hargrave
The Collective Interiors
"My business really took off when I implemented Cheryl's minimum expenditure.
The Visual Scope of Work and minimum expenditure became the backbone of my business, and everything else started building from there."
Wendy Longenecker
Blooming Daisy Interiors
"I almost didn't join because it was a one-year commitment and a significant investment. Then I realized I was either going to keep figuring it out the hard way or invest in my business. What happened next? Ridiculous growth. Life-changing growth that I didn't think was possible in such a short timeframe."
Heather Mastrangeli
Innovatus Design
Why Designers Trust Cheryl
The strategies matter. The systems matter. But what keeps designers coming back is Cheryl's ability to ask the right questions, challenge assumptions, and help them solve problems by asking the questions they never thought of.
"I am blown away that you'd take the time to do this for me. So many nuggets within! I'd never have worked this out for myself."
Sherial Starr
"You're so thorough and your passion for what you do and for helping others succeed is remarkable."
Krista Shugars
"We won the lottery with Cheryl's generosity, innovative ideas, and expert sales knowledge. I found myself mumbling 'genius…' after a few sessions. The cherry on top is her delivery—approachable, direct and fearless."
Heather Mauldin
"Thank you for being so dedicated and honest. I've learned so much, and the small things I've implemented have added up to huge changes."
Jackie Barnes
"Blown away that you'd take the time to do this for me. So many nuggets within! I'd never have worked this out for myself."
Jennifer McCabe
"You're teaching everything I've been figuring out—slowly—on my own. It feels great knowing I'll finally refine it."
Diane Luna
"Your guidance has been invaluable, and I truly credit much of my company's success to your wisdom and support."
Malka Helft
"It's been interesting to see how Cheryl's philosophies apply to the architecture side of our business. It's helped me completely refocus my energy and practices."
Jay Volz
"You have to be careful in this industry about coaching. Cheryl is the perfect coach for someone who needs a kick in the butt to make profitable business decisions."
Laurie Laizure
"You're a badass warrior woman, and everything you do for others is truly appreciated."
Erin Kelly
"Your brain may be crowded, but it's brilliant. I'm going to digest all of this. Thank you!"
Monica Guarnaschelli
"I'm using your Contractor Scope of Work on a new renovation project and it's BRILLIANT. You made something that always felt difficult so much easier."
Tiffany Froggatt
"The professionalism, passion and clarity of Cheryl's process made me fall back in love with my business."
Megan Daughtry
The Way They Think Changed
The biggest transformation isn't always found in the numbers. It's the way these designers now think about their businesses, their clients, and themselves.
Megan D.
"TDP graduate here and my pricing mindset was one of the biggest takeaways of my year in TDP BUT, it's supported by all the other trainings, marketing to my ideal clients, the discovery call to sell the paid home consult, amazing home consults diagnosing the project and following it with the gorgeous, inspiring and clear but detailed visual scope of work (no boring contract language) that has led me to my highest fixed fees ever, commitment to very high minimum expenditures with my company, clients excited because of my professionalism, passion and clarity of my process and for me falling back in love with my business."
Sasha D.
"She is the real deal and her philosophies challenge industry norms in ways that are going to make lasting changes in Interior Design. Cheryl has not only a business brain but is insanely creative in the marketing realm. I have never had so many ideas to implement."
Christina V.
"Cheryl you are such an amazing person. You could blow sunshine all day and probably have more followers. LOL. But-you tell truths. Even when it's hard to hear. Because you care. Like legit worry about the newbies who need the help and you can't stop yourself from making sure everyone is professionally safe and profitable.
You're the best and I'm so thankful for all your advice!! Think where I'd be now if I hadn't signed up for your coaching!! (shudder!) You're the best."
Debby K.
"Cheryl is great to work with - she has helped me grow both as a business owner and a person. I always felt like she truly cared about my success! The visual proposal I worked on with her has made a big difference in my business. Her no-nonsense approach is something I always appreciated. She is savvy, smart and funny - but also very warm. I liked working one-on-one with her best, but I know she offers a lot of amazing content in a group coaching setting as well."
Laura F.
"The decision to join TDP did not come easy. I have been working on my NCIDQ but decided to take a step back and join TDP to grow my company. What good is having my NCIDQ if I don't have a company or any business to run? All this to say that I'm in it for the long game!!!
So much has changed in my business due to your coaching and I honestly don't think I'd be here without you! Thank you for all you've done for me!"
Ute V.
"I just finished the client management guide and - wow - such much valuable information for me at the right time. I am reviewing a scope of work with prospects, and this guide gave me so much good verbiage! I went through three highlighters and my book has post-its all over."
Candy S.
"Cheryl is an overflowing treasure chest of real-world business knowledge. She helped me think strategically about growing both my design firm and retail shop, and gave me practical advice I could actually use."
Michelle G.
"I never thought I'd be reevaluating every aspect of my business—but I am. This program analyzes every part of your business, and I can't wait to see what's next."
Learning Never Stops
Whether it's a workshop, podcast, coaching call, or an entire program, Cheryl teaches the same way she runs her business: openly, practically, and without holding anything back. Designers leave with ideas they can implement immediately and continue building on for years to come.
"Cheryl has a heart of gold. She is incredibly giving, honest, and a true mentor. She generously shares from decades of experience, drawing on what she's learned while actively running a successful design firm.
You can trust what she teaches because she's living it every day."
Veronica Solomon
Designer & Industry Colleague
"I love your Facebook group and the worthwhile tips you're constantly sharing.
Between the podcast and everything else you put out, there's always something practical I can immediately apply to my business."
Katie Kildal
Podcast Listener & Small Business Think Big Member
"Thank you for making me feel normal. I've spent more than 12 years in the design-build industry, and it's the sharing of real experiences that keeps us humble and human.
Cheryl's willingness to openly share both successes and struggles makes every lesson relatable, practical, and immediately useful."
Jennifer Coates
Damn Good Workshop Attendee
"This podcast—and these ladies—are the real deal. I'm amazed by the amount of information and knowledge they freely share. I've also been part of Cheryl's coaching program, and I'm continually impressed by the different ways they reach and teach designers. If you love the podcast, I 100% recommend coaching with Cheryl if you really want to dig in."
Rachel Brasch
Coaching Client & Podcast Listener
"What a fabulous, fun, and insightful three hours. I enjoyed—and found value in—every minute. I originally attended because I wanted to experience Cheryl's coaching style firsthand, but what resonated most was how much her approach aligned with the way I wanted to run my business. I've spent thousands of dollars on coaching before that left me exactly where I started. Cheryl's no-BS approach and expansive knowledge of our industry were completely different. If I had to narrow it down to one takeaway, I couldn't. She's just that good."
JULIE WHITE
Damn Good Workshop Attendee
Want to keep learning?
Whether you prefer workshops, podcasts, one-on-one coaching, or a comprehensive business program, there's a place to start.
If You're Ready to Build a Better Business
If you're looking for quick fixes, templates, or someone to tell you your clients are always wrong, this probably isn't the right fit. But if you're ready to build a business that will support you for decades, these designers explain why they joined and why they'd do it again.
karen frank
Studio K
"One of your best workshops is when it validated what we were already doing well while clearly showing us where we could improve—especially in communicating our value and the investment to clients. I so appreciate your passion and your willingness to share your knowledge and experience so openly. It reminded me that instead of trying to position ourselves as a 'luxury' firm, we should be focusing on why clients should hire us, the problems we're solving, and the outcomes we're delivering."
amanda arcone
New England Home & Interiors
"After a 30-year career in commercial banking, I can't believe some of the advice I hear other coaches giving designers.
That's why Cheryl's candid, honest approach resonates so strongly with me.
Everything she teaches is grounded in running a real business, not just talking about one. I truly hope this industry is listening."
LAURA HODGES
Laura Hodges Studio
"We worked with Cheryl both in one-on-one coaching and her group coaching program. Cheryl gave us insight into flat rate design fees, order management, and how to replicate the system she uses in ClickUp to manage design products and orders. Now we have a system that tracks client purchases from the design phase through white glove delivery. We would highly recommend working with Cheryl as a business coach. You'll save time and money from the knowledge you gain."
What Industry Leaders Say
"Cheryl is direct in a way that very few people can pull off. I've sat in rooms with Cheryl where she's looked at someone and said, out loud, exactly what I was only thinking in my head. She gets away with it because she's right—and because you can genuinely feel that she cares."
"If you need someone to soften every truth before they hand it to you, Cheryl is not your person. She is, however, an exceptional choice if you've been in business for a while and can't seem to crack the code on running and scaling your firm."
LUANN NIGARA
A Well-Designed Business® Podcast Host, Speaker & Author
Are You Ready to Build a Better Business?
The designers on this page all started in different places. Some wanted better pricing. Others wanted better systems, better clients, or better profitability.
What they all had in common was a willingness to rethink the way they ran their businesses.
Wherever you are today, there's a next step.
want to start noW?
Email us to set up a time to chat about our coaching programs and what is the right fit for you!
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