(Above: Fireclay Tile Foundry Collection. Image courtesy of Fireclay Tile)

Albert Hammond was right about one thing: when it rains in southern California, it pours — and the November weekend of WestEdge’s 2025 edition was no exception. The rain may have prevented use of the main stage at the Barker Hangar in Santa Monica to celebrate the IIDA/WestEdge Design Fair awards, but that didn’t bring down the mood — or dampen the great design.

In lieu of an onstage ceremony, IIDA’s Executive Vice President and CEO, Cheryl S. Durst, Hon. FIIDA, visited winners of the 2025 IIDA/WestEdge Product and Booth competitions in their respective booths. She was joined by judges Denise Rocha, IIDA, an interior design project manager at Corgan; Ashley Justman, co-founder and chief creative officer at Avenue Interior Design; and Anna Kobalyan, an interior designer at Gensler. The IIDA/WestEdge awards, now in their third year, celebrate originality and innovation in booth and product design. The best of competition winners for product — Qoldfusion — and booth design — Fireclay Tile — represent the trends and advancements we’ll see across the industry.

The design fair marked the return to trade fairs after a 10-year hiatus for Fireclay Tiles. “We’re really excited to be out in front of people again,” says CEO Eric Edelson “For our team to see their hard work recognized is really special.” In addition to winning for booth design, Fireclay Tile was also a category winner in the product competition, for their Foundry Collection. The collection expands the company’s product offerings, featuring a range of faucets, showerheads, and knob handles in a mix of metals and ceramic. “No one has really done this before,” Edelson adds, “and we’re deeply proud of it — that’s why we entered!”

Another standout, innovative product was Plumis’ Automist, which was a product winner in the electronics and technology category. Automist reimagines the traditional water mist sprinkler system found in commercial and industrial settings for the home — and makes it smart. Ed Bosco, architectural sales representative at Plumis, explains: “We were looking to change the way fires are fought and lives are saved. Fire sprinklers have been around for about 150 years now.” The mist technology connects to a home’s existing water supply, eliminating the need for costly upgrades to pipes, and is mounted on the wall for a sleeker, less-obtrusive look. “It was time for a new system that reacted faster, used less water, and allowed people to get out of the home quicker.”

Not only were IIDA and Durst on the scene this year for the design awards, but also to help present a panel on how design firm owners can future-proof their businesses. Moderated by Durst, the panel included Keith Granet, founder of Granet & Associates and Leaders of Design; Grant Kirkpatrick, FAIA, founding partner at KAA Design Group; Tom Stringer, founder and president of Tom Stringer Design Partners; and Louis Taylor, partner and director of finance and administration at Schafer Buccellato Architects.

The panelists weighed in on owning a design business — particularly in the early, make-or-break years — and the learning curve that comes with launching a creative practice. They talked about how to navigate contracts, intellectual property concerns, and emerging technology, and how to craft and communicate a compelling brand message. They also covered soft skills like networking and building your client base, forging strategic partnerships, weathering difficulties, and building community, something IIDA members know all about. Roughly half of new design businesses do not succeed, and trusting the right people is crucial.

We’ve pulled out four takeaways about networking and community touched on in this panel (and useful in any career) below:

1. Build and Nurture Your Network
Networks are the cornerstone for success for entrepreneurs in any industry — and the key to achieving the goals outlined in the rest of this list. Building a robust, diverse network can help level up your business in many ways: through advice, mentorship, support, and shared expertise. A strong network can help you find trusted legal advice, get in the door with press contacts, or offer affirmation when you need a community that understands what you’re stressed,excited, confused about. Added bonus: You’re all but guaranteed the opportunity to pay it forward!

2. Sponsorship
An essential person in your network is a sponsor — someone who mentions your name in rooms where you don’t yet have a seat at the table. They endorse and advocate on your behalf, creating opportunities for inclusion and growth that you may otherwise not access. A sponsor could be a mentor, a client, a vendor, or anyone who believes in you or your work, and wants to help you succeed.

3. Make Your Clients Work for You
Never underestimate the value of word-of-mouth when it comes to finding new work. If you treat your client as a new member of your network, they can become one of your most valuable marketing tools. When care is taken to stay accountable and maintain trust, clients often become designers’ best advocates and sponsors.

4. Trust and Reputation
Trust goes both ways — not only is it essential to maintain your reputation and trustworthiness, it’s important to make sure you are trusting the right people. Maintaining your reputation with clients, vendors, colleagues, contractors, and anyone else in your network all but assures that you earn their trust and their endorsement.

Learn more about IIDA competitions and awards here