005: Designing a Firm: Jen Verruto of Blythe Interiors and Her Path to Creative Leadership

Interior Design San Diego - Presented by ASID San Diego

In today’s episode, Rachel sits down with Jennifer Verruto, founder and CEO of Blythe Interiors, to talk about the evolution of her design business — from freelancing out of her home to leading a full-service firm—and everything that’s required in between: mindset shifts, team building, infrastructure, community, and more.

Why you’ll love this episode

• Understand the pivotal moment when hiring your first assistant is no longer optional
• Learn how to let go of control without sacrificing quality
• Get a behind‑the‑scenes look at structuring a growing design firm
• Discover ways to connect with clients and the trade through events and showroom strategy
• Hear what’s next for Blythe Interiors and how Jennifer is exploring business coaching for designers

Key Takeaways & Actionable Tips

Hiring is your growth lever: When workload becomes unsustainable, the right hire (assistant, purchasing coordinator, etc.) can free you to focus on higher-value design work and growth.

Mindset over minutiae: Trusting your team, relinquishing control, and allowing “good enough” (when the client is happy) are essential for scaling.

Structure with intention: From operations to marketing to design leadership — building a clear org chart helps prevent chaos and burnout.

Flexible brand identity: Blythe doesn’t rigidly prescribe one look. The common thread is client-first, supported by designers who can span aesthetics.

Pause and grow organically: Rather than always chasing the next goal, sometimes growth is about leaning into who you already are, with curiosity and openness.

Stay in Touch with Jennifer

• Instagram: @blytheinteriors
• Website: blytheinteriors.com

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