Build the firm your talent deserves.
For interior design firm principals who want the reputable brand, the recognition, and the Wednesday afternoon. Both, not either-or.
Advisory
A monthly advisory ecosystem with the CASE Method, live access to Jameelah, and a peer room of design firm owners building with intention.
$500 / Month · 3-Month Minimum · Evergreen Enrollment
You did not start your firm to become an employee of it.
You are talented. That was never the question.
The last project barely broke even once you counted the revision rounds you did not charge for, the procurement hours you absorbed, and the install you ran yourself. The flat fee you quoted 18 months ago keeps getting reused. The markup dropped from 30 to 20 because a client pushed back and you did not have the language to hold the line.
Your firm is losing revenue in places nobody taught you to look for.
the trade you did not agree to
Principal’s Circle is the room where the architecture gets built underneath what you have already created.
"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
What is inside the room.
What Is Inside
Seven elements. One advisory ecosystem.
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Monthly Strategy Call with Jameelah
Live 60 to 90 minute group advisory inside Kajabi. Recorded.
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Monthly Mindset Call
Live 60 minutes with Evelyn Lavasseur or a guest facilitator. Recorded.
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Quarterly Guest Experts
Legal, financial, operational, and design practitioners. Curated quarterly.
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The CASE Method Curriculum
Sequential lessons across Consultation, Anchors, Shell, and Enhancements.
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The Firm Foundations Toolkit
Client-facing tools and templates organized by CASE phase. Full inventory in the next section.
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The Asset Library
Growing library of templates, contracts, scripts, and tools with a published roadmap.
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The Private Community
Curated Kajabi peer room. Members only.
The framework behind the room.
The Framework
Four phases. Built in order.
A
Anchors
Set the pricing, contracts, scope, and money architecture that hold the firm steady.
E
Enhancements
Build the visibility, partnerships, client experience, and leadership layer that sits on top of a stronger foundation.
The order is not optional. Skipping a phase is how firms end up right back where they started, just with more followers.
C
Consultation
Clarify the firm you are building, the client you are built to serve, and the identity underneath the brand.
S
Shell
Document the workflows, client path, and team standards that keep the work moving without you in every seat.
The CASE Method is taught from inside an active firm, not from a distance. Every framework is running on a real project with a real client.
Practitioner-Led
Most programs hand you a pile of tools and let you pick. The CASE Method is sequential because the work is architectural. You build in order or you build twice.
Sequential, Not Scattered
Principal’s Circle is built for 50 active members at scale. You are here to be known at your level, not lost in a feed.
A Room, Not a Crowd
The established designer gets the diagnosis and the repair. The experienced leader earlier in her design career gets the design-specific architecture built on the leadership foundation already in place.
Built for Both Doors
What makes this room different.
The Difference
Four conditions that shape every conversation inside.
Real assets. Phase by phase.
The Toolkit
Inside Kajabi. Ready to deploy.
- The Signature Offer Suite Builder
- Consultation Agreement
- Interior Design Service Agreement
- Exhibit A Scope of Work
- Project Completion Acknowledgment
- The Client Budget Generator
- The Discovery Call Calculator
Anchors
- Welcome Guide
- Concept Board Template
- Design Presentation Template
- Fee Proposal
- Investment Guide
- Project Conclusion Packet
- Onboarding Template
- Pre-Consultation Info Packet
Shell
- Marketing tools
- Partnership tools
- Financial leadership
- Client experience
- Visibility tools
Enhancements
- The CASE Method Explained
- The CASE Design Process (18 checkpoints)
- The 3 I’s Influence Map
- Design Philosophy Builder
- Ideal Client Blueprint
Consultation
"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
Who this room is built for.
The Fit
Posture, not tenure. Readiness, not revenue.
You want done-for-you. Principal’s Circle teaches the architecture. You build inside of it.
You want a 30-day fix. Three months is the minimum because the work takes that long to begin.
You want curriculum without the room. The library is real. The room is the point.
Who this room is not built for.
The Honest Cut
This is not gatekeeping. This is protecting the room.
You treat other women as competition. Performance does not last in this room.
Month 02 · Foundation
Anchors
You build or rebuild the pricing model. The contract gets reviewed. The first hard decision gets grounded in numbers.
Month 03 · Structure
Shell Entry
The Money Map is complete. One workflow is documented. Your question changes from “is this worth it” to “what do I build next.”
Month 01 · Orientation
Consultation
You enter the platform, learn the CASE Method, identify your starting phase, attend your first calls, and produce your first artifact.
The first 90 days.
The First Quarter
Not friction. The timeline the work runs on.
It is an advisory ecosystem. A sustained container where design firm principals get the CASE Method framework, the client-facing tools to implement it, monthly live access to me, and a room of peers who understand the specific weight of running a design firm.
You come in wherever you are. Consultation, Anchors, Shell, or Enhancements. You build in order. You stop starting over every quarter.
This is where your firm stops living in your head and starts living on paper, in systems, in a team, and in language you can hand off.
Principal’s Circle
Introducing
The advisory ecosystem for firm owners building with intention.
Principal’s Circle does not include
- 1:1 calls with Jameelah
- Custom advisory built around one specific firm
- Done-for-you deliverables
- Design project feedback or creative direction
- Async direct access to Jameelah
- Preferred pricing for The Case Conference or Sanctuary by Design Retreat
The right doors
Private Coaching
$2,500 / month
What this room does not do.
Honest Boundaries
Honest, structural, and pointed toward the right door.
1:1 Intensive
$2,000 / session
VIP Day
Starting at $6,500
Billing is simple.
Billing & Terms
No fine print games.
A Note
A note from Jameelah.
I am Jameelah Watkins-Mallett. CEO of The Case Collective and Co-Founder of Lauren Wesley Designs, an interior design firm I still run every day.
That second part matters. Most of the business education in this industry was built by people who stopped designing years ago. I teach the CASE Method from the firm, not from a distance.
I built this room because I watched too many talented designers burn out inside firms they were proud of. The talent was never the issue. The architecture was. I know it because I lived it.
This is the room I wish I had when I was building.
I teach the CASE Method from the firm, not from a distance.
Jameelah Watkins-Mallett
"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
FREQUENTLY
ASKED
QUESTIONS
Q: Does this include access to The Case Conference or Sanctuary by Design Retreat?
A: No. Both are standalone offers with their own pricing. Members are welcome at both.
Q: How is this different from Private Coaching?
A: Principal’s Circle is a group advisory ecosystem with curriculum, tools, calls, and a peer room. Private Coaching is 1:1 strategic support for one specific firm. Different rooms, different rhythms, different price points.
Q: Will I get 1:1 time with Jameelah?
A: Not inside Principal’s Circle. The monthly strategy call is live and group, with direct access to Jameelah in the room. For 1:1 time, the right doors are Private Coaching, the 1:1 Intensive, or a VIP Day.
Q: Do I need to be at a certain size to join?
A: No. The qualifier is posture and readiness, not revenue, tenure, or team size. If you are running a firm in some real form and ready to build it intentionally, the room is built for you.
Q: What if I cannot make the live calls?
A: All calls are recorded and hosted natively in Kajabi. Many members watch on replay and submit questions in advance. The room still works.
Q: Can I cancel after the 3-month minimum?
A: Yes. After the minimum you move to month to month. Cancellation takes effect at the end of your current billing cycle.
Q: How is this different from a course or a coaching program?
A: A course teaches. A coaching program convenes. Principal’s Circle does both and adds the Firm Foundations Toolkit, the peer room, and monthly live access to Jameelah.
Q: Is there a clarity call required?
A: No. Enrollment is direct through Kajabi checkout. The room opens when you are ready.
Q: How do I know if I am ready?
A: If you have read this far, you are probably ready.
You have been designing beautiful lives for other people.
At some point, you have to design yours too.
Structure precedes aesthetics. In a home and in a firm.
$500 per month · 3-month minimum · Evergreen enrollment
