You Look Successful from the Outside
Your portfolio is beautiful. Your clients refer you. Your Instagram shows stunning projects. People tell you you're talented.
You are talented. That was never the question.
This Is For You If...
This Is NOT For You If...
Your talent keeps attracting opportunities your backend can't hold.
You spend more time managing than designing, and the resentment is building.
You have talent that's never been in question, but your pricing doesn't reflect it.
Every significant decision in your business feels lonely.
You're looking for templates, hand-holding, or quick wins.
Design is a side project, not your primary professional identity.
OR you're an experienced leader transitioning into design who wants to build with the right architecture from the start, not spend years correcting structural mistakes.
You're an interior designer with 3+ years in business who has clients, projects, revenue, and a reputation but the business that got you here won't get you where you're going.
You're ready to stop being the bottleneck in your own business.
You've tried raising prices and hiring help, but the same problems resurface.
You're not ready to examine the patterns that shape how your business operates.
behind the polished exterior, you know something is off.
- You're working harder than ever for money that doesn't stay.
- You spend 70% of your time managing instead of designing.
- You're the bottleneck in your own business, making every decision alone at your kitchen table at 10 PM.
- You've tried raising prices, hiring help, organizing your process.
You're not failing. You're leaking.
and the leaks have addresses:
The Confidence Paradox
You've proven you can do the work, but you're terrified to raise prices because they're not anchored to anything real
The Talent Trap
You can't delegate because "no one will do it like I do" (but you've never documented how you actually do it)
Feast or Famine Revenue
Your income swings wildly because your business model is broken, not your talent
The Identity Crisis
You went into this to design. Now you're everyone's administrator.
The Success Penalty
Growth isn't freeing you. It's compressing you.
If you're making $200K but working for what amounts to minimum wage when you track all the hours, if you're known as "great to work with" instead of known for your design point of view, if you're avoiding visibility because you're not sure what you'd even say you stand for—you're in the messy middle.
And there's a way through it.
The CASE Method: Your Firm's New Architecture
A four-phase framework that mirrors the intentional process of designing a well-built space.
Each phase builds on the one before it. This is why the program works where others haven't: the sequence is the strategy.
How you define your vision, sell your services, and set the standard for every client relationship. You'll shift from "busy designer" to "Principal/CEO" and receive your complete Firm Foundations toolkit from Day 1.
C – CONSULTATION Month 1
How you price, protect, and structure the financial and legal foundation of your firm. You'll build pricing architecture tied to math, not emotion, and contracts that actually protect your work.
A – ANCHORS Months 2-3
How you build the operations, team, and systems that allow your firm to run without you as the bottleneck. You'll document standards, create workflows, and design your delegation strategy.
S – SHELL Months 4-6
How you position your brand, market your firm, and step into the visibility your work deserves. Only after the foundation is set do you enhance what's built.
E – ENHANCEMENTS Months 7-10
You'll integrate the full CASE Method into your growth plan for the next 1-3 years and close the year at our Sanctuary by Design retreat in Key West.
INTEGRATION + EXPANSION
Months 11-12
Structure precedes aesthetics. In your clients' homes and in your business.
WHAT'S INCLUDED
CORE SUPPORT & STRATEGY
Topics include: CEO vision, money foundations, offers & contracts, operations & systems, team & boundaries, branding & partnerships.
Topics include: Principal identity, service suite design, pricing logic, contracts & risk, operations, team strategy, brand positioning, partnerships & IP.
Topics include: CEO identity, capacity, visibility, money mindset, boundaries, self-trust.
Topics include: CEO vision worksheets, pricing calculators, service suite templates, contract checklists, operations frameworks, brand positioning guides.
QUARTERLY FOUNDER CALLS WITH JAMEELAH
intimate, high-touch group sessions focused on big decisions: pricing, hiring, capacity, opportunities, and your 12–24 month roadmap.
Topics include: Pricing calibration, team decisions, opportunity assessment, 12–24 month planning.
Topics include: Peer support, real-time feedback, referral network, industry connections, accountability.
MONTHLY BUSINESS
STRATEGY COACHING
90-minute deep dive sessions following the CASE Method. Teaching, Q&A, and curated hot seats focused on the real decisions you're navigating as a principal.
MONTHLY MINDSET + LEADERSHIP COACHING
monthly sessions with ongoing support around leadership, boundaries, nervous system regulation, imposter syndrome, and being visibly "the principal" of a luxury firm.
BUSINESS DEVELOPMENT VIDEO VAULT
All recordings from every session, including strategy calls, mindset calls, founder calls, and expert trainings, plus bonus content, available on-demand from day one.
THE PRINCIPAL'S PLAYBOOK
A comprehensive workbook and reference guide designed to accompany your 12-month journey. Frameworks, templates, and exercises organized by CASE phase.
PRIVATE COMMUNITY
A connected, powerful community to grow with. Weekly touchpoints from Jameelah. Peer connection with designers operating at your level. Hosted on Circle.
LIVE EXPERIENCES & ACCESS
WHAT'S INCLUDED
NO.
01
IMMERSIVE WELLNESS-FOCUSED RETREAT
+ TIMING: february 2027
+ details: A wellness-centered end-of-program retreat to reflect on your annual work. Guided reflection, nervous system and mindset resets, light wellness activities, and strategy sessions. Participants responsible for airfare.
NO.
02
VIP ACCESS TO THREE COLLECTIVE CONVERSATIONS
+ LOCATIONS: New York, Houston, Miami (subject to change)
+ details: Curated supper-club gatherings featuring intimate dinner conversations, designed tablescapes, brand activations, and discussions with top designers on design and leadership.
NO.
03
VIP ACCESS TO THE CASE SUMMIT
+ TIMING: Summer 2026
+ details: A one-day business intensive for interior designers featuring main-stage teachings, breakout sessions, and live strategy discussions with industry leaders.
NO.
04
VIP ACCESS TO THE CASE CONFERENCE
+ TIMING: October 1–3, 2026
+ details: Premium seating, private networking, curated activations, business strategy sessions and workshops, elevated hospitality, and full VIP admission to The Case Awards Gala.
By Month 12, You'll Have:
- 12-Month CEO Vision + Priorities – Strategic roadmap that replaces reactive decision-making
- Money Map – Pricing architecture tied to real numbers: target revenue, project value, profit margins
- Contract Audit + Risk Protocol – Strengthened legal protection for your time, scope, and money
- Standard Project Workflow – Documented, repeatable system for running projects without being the bottleneck
- Brand Positioning One-Pager – Your firm's point of view and market positioning clarified
- Role + Delegation Plan – Org chart for the next 12-24 months with clear hiring strategy
- 90-Day Marketing Rhythm – Sustainable content and lead generation plan
- 2027 Financial Forecast – Evidence-based projections and budget
- Client Experience Playbook – Luxury-level client journey from first touchpoint to close-out
- Next-Level Map – Your 1-3 year growth plan for projects, team, revenue, and IP development
- "I am a designer trying to run a business."
- Constantly reacting instead of leading
- Busy but not protected
- Afraid to say no
- Carrying everything mentally
- Unsure how to scale without burning out
- "I am the principal of this firm."
- Calm, decisive leadership
- Clear service suite + pricing
- Boundaries enforced without guilt
- Systems that support delegation
- Positioned for bigger rooms and opportunities
what our members say
"Jameelah laid out the exact steps needed to run a design business. There were things I wasn't charging for, and by simply implementing those steps, I was able to afford all the investments I had initially avoided."
- Dawntoya Thomason, Thomason Interiors
"I recently signed a project at four times my previous design fee. Working with Jameelah equipped me with tangible, actionable tools that have permanently changed the trajectory of my business."
- Denine Jackson, Denine Jackson Interiors
"Although I had already been working in design, working with Jameelah gave me language, alignment, and confidence in a way nothing else had before. It affirmed my gifts, identified my strengths, and offered honest insight into areas where I still needed development."
- Elizabeth Akers, New ERA Designs
YOUR LEAD COACH + STRATEGIST
JAMEELAH
Jameelah is the Principal Designer and Co-Founder of Lauren Wesley Designs, founder of The Case Collective, and Lead Art Director and Design Producer for Emmy-nominated HGTV series "Married to Real Estate."
But here's what you won't find in her bio: the years she spent booked, visible, published and exhausted. The sleepless nights managing everything solo. The projects that drained her because she hadn't learned to price like a principal. The clients she attracted because her brand didn't reflect her actual level of work.
Principal's Circle exists because Jameelah learned these lessons the expensive way. This program is everything she wish she'd had.
WATKINS-MALLETT
YOUR MINDSET COACH
EVELYN
Evelyn spent years watching high-achieving women accomplish external goals only to sabotage themselves because the internal beliefs weren't aligned. She realized that lasting success requires doing the inner work first.
Her coaching focuses on helping business owners unlearn limiting beliefs, release the weight of others' expectations, and build the unshakeable confidence required to lead. She works from a foundation of self-trust and compassion, knowing that sustainable transformation in business starts with transforming how you see yourself.
For Principal's Circle, Evelyn leads the monthly mindset calls, helping you untangle the beliefs that keep you playing small and build the internal foundation required to operate as a true principal.
LEVASSEUR
SPECIALIZED EXPERTISE
GUEST
- Financial strategy & pricing experts
- Contract & legal specialists
- Brand positioning & marketing strategists
- Operations & systems consultants
- Client experience & boundaries experts
- And more
Each instructor is selected because they've worked in the design industry and understand the unique challenges you face. They're not generic business coaches, they're specialists who speak your language.
INSTRUCTORS
the investment
two ways to invest
If you're undercharging by $5,000 per project and running 6 projects a year, that's $30,000 you're leaving on the table. Add scope creep, unpaid hours, and wrong-fit clients, and you're already paying more than this investment.
The difference is you're paying it in gaps instead of transformation.
monthly payment plan
Price: $1,800/month
Details:
• 12-month commitment
• First payment due upon enrollment
• Billing on the 1st of each month
• Commitment through February 2027
One-Time Payment
Price: $20,000
Details:
• 12-month commitment
• Full payment due upon enrollment
• Single payment (no recurring charges)
• Commitment through February 2027
If you show up, do the work, and don't see a shift in how you operate by month 3, we'll work with you 1:1 until you do
total value stack
TOTAL VALUE
$40,500+
12 Monthly Business Strategy Calls
$9,000
12 Monthly Mindset Sessions with Evelyn Lavasseur
$3,000
4 Quarterly 1:1 Strategy Sessions with Jameelah
$4,500
Firm Foundations Toolkit
$5,000
3 Collective Conversations (NYC, D.C., Houston)
$2,250
The Case Summit, VIP Access
$250
The Case Conference, Founder Level (Atlanta)
$3,000
Sanctuary by Design Retreat, lodging included (Key West)
$7,500
component
value
ROI reality
If you're undercharging by even $3,000 per project and complete 8 projects this year, that's $24,000 you're leaving on the table.
Add scope creep, unpaid hours, and wrong-fit clients, and you're already paying more than this investment. The difference is you're paying it in leaks instead of transformation.
Ready to Stop Leaking and Start Leading?
02 | SECURE YOUR SPOT
After our call, if we're aligned, you'll complete your registration.
03 | BEGIN your transformation on MARCH 4, 2026
Your 12-month journey starts. Immediate access to the community, video vault, and your first Strategy Forum. Welcome to The Principal's Circle.
01 | book a clarity call
This is an investment in rebuilding your firm's architecture. Before you commit, let's talk. In 30 minutes, we'll review your current structure, identify your biggest leaks, and confirm whether Principal's Circle is the right fit for your business and timeline.
why this year
This is the first year of The Principal's Circle. The room is being designed in real-time. You won't be joining a pre-made program, you'll be shaping it.
• This level of access and intimacy won't be repeated at this scale
• Founding members will help shape the curriculum, community norms, and future direction
• Early adopters receive priority access to all future resources and alumni benefits
If you've been waiting for the right structure, the right support, and the right room, this is your moment.
This cohort will fill. If you're ready, don't wait.
tHE INAUGURAL COHORT
Q: What if I'm not sure if this is for me?
A: That's exactly why we require clarity calls. Schedule a 30-minute conversation with Jameelah to discuss your specific business situation and whether The Principal's Circle is the right fit. There's no pressure, just honest feedback about whether this is your moment.
Q: Is this better than a mastermind or other programs?
A: It's different, not necessarily "better." A mastermind is peer-led and peer-accountable. The Principal's Circle is founder-led with expert advisory and a structured curriculum. We're not a course (passive consumption), not coaching (weekly hand-holding), and not a traditional mastermind (rotating hot seats). We're a living container with real-time strategy and support from someone who's lived the exact journey you're on.
Q: How much time do I need to commit each month?
A: You're committing to attending the monthly calls (strategy and mindset). The exact time commitment depends on how much you engage beyond the calls. Most members also participate in the private community and leverage the resources at their own pace. The structure is built for busy principals, not time-intensive hustlers.
Q: What if I implement the work but don't see results?
A: Principal's Circle works when you work it. If you show up to the calls, complete the monthly deliverables, and actively participate in the community for the first 90 days without seeing a measurable shift in how you operate your firm, we'll schedule additional 1:1 time with Jameelah until you do. Your success is our success.
Q: Do I get my money back if I decide it's not for me?
A: The Principal's Circle is a 12-month commitment because meaningful structural change requires sustained engagement. While we don't offer refunds after enrollment, we do require a clarity call before you join so you can be completely confident in your decision. Think of it like hiring a fractional CEO - you wouldn't expect to fire them after one month and get your retainer back.
Q: Can I leave mid-year if my circumstances change?
A: Life happens, and we understand that. While this is designed as a 12-month commitment, if circumstances change dramatically (health, family emergency, business closure), we'll have a compassionate conversation about your options. The container works because of sustained engagement, but we're human beings first.
Q: What's included in the Sanctuary by Design retreat?
A: The immersive wellness-focused retreat in Key West (February 2027) includes accommodation, all meals, guided wellness activities, strategy sessions, and group reflection time. It's designed as the capstone experience of your 12-month journey. Details and specific dates will be shared with enrolled members.
Q: What happens if I can't make a live call?
A: All strategy and mindset calls are recorded. You'll have access to the recording so you can watch on your own time. That said, the live experience is valuable for real-time Q&A and community building. We encourage members to prioritize being live when possible.