Episode Overview

Podcast: Business of Home
Host: Dennis Scully
Guest: Jessica Helgerson
Episode Title: Jessica Helgerson has two clients on every project: The homeowner and the house
Air Date: December 15, 2025

This episode features a conversation with acclaimed interior designer Jessica Helgerson. Known for her layered aesthetic, clear values, and her “1% Project” philanthropy, Helgerson discusses her design philosophy, personal journey, and the unique challenges of balancing creativity, commerce, and conscience in the high-end interiors industry. Key topics include her upbringing, the ethical tensions of luxury design, firm management evolution, her “two clients” approach, philanthropy, and expanding her practice to Paris.

Key Discussion Points & Insights

Jessica's Path to Design (04:29–11:00)

• Early Life: Grew up between Southern California and France; spent summers in Lyon with her French family, which fostered a love of rich conversations and hosting.
  • "A bunch of smart people sitting around the table eating beef tongue with a dictionary...so cool." (05:47, Jessica Helgerson)
• Youthful Rebellion: Attended strict French school and public schools in the US, fell in with a punk crowd, dropped out, later returned to college.
• Discovery of Design: An English major with dim job prospects, she stumbled onto interior design via an extension course. It “just clicked”—she especially loved space planning.
  • “It was like, oh, yeah, this is it...It feels like the skeleton of the space.” (08:08, Jessica Helgerson)
• Start of Career: Founded her own firm after seeing little work aligned with her values in Santa Barbara. First project came after local press coverage on her interest in green building.

Wrestling with Values in Luxury Design (03:00–04:05, 13:29–20:48)

• Anti-Capitalist Undercurrent: Helgerson expresses discomfort with the inherent contradictions of being values-driven within a luxury market.
  • “It’s a bit of a dichotomy. I have maybe the ear of some people who don’t think about those things as much, but are more interested in kitchen remodels." (03:34, Jessica Helgerson)
• Pain Along the Way: She recounts missteps in hiring, difficult clients, and burnout but describes these as valuable growth experiences.
• Values Filtering Clients: Openness about her beliefs has improved the quality of clients her firm attracts.
  • “As I have become more brave about saying things that matter...the quality of our clientele has improved.” (19:22, Jessica Helgerson)
• Holistic Approach: Links listening to both clients and broader societal issues, emphasizing design as an act of empathy.

Firm Management and Growth (14:46–18:57)

• Confidence Gained: Learned to trust her eye, provide clear feedback, and create an environment where designers are empowered yet supported.
• Delegation Struggles: Multiple failed studio director hires before successfully finding a counterbalance whose skills and values complemented her own.
  • "We have an absolutely near zero Venn diagram overlap...100% contradictory skill sets. And so that's good." (18:32, Jessica Helgerson)

Design Philosophy: Two Clients on Every Project (21:46–25:36)

• Listening-Based Design: Helgerson insists on treating both the homeowner and the house as clients.
  • “I kind of have two clients on every project. I have the house as a client and the client as a client.” (24:13, Jessica Helgerson)
• Respect for Architecture: Permanent interventions should honor the home's original structure; customization and personality express themselves in décor.
  • “Just don’t screw the house up. Do the job that the house wants.” (23:30, Jessica Helgerson)
• Distinct from a Signature Style: Her portfolio is deliberately varied, with each project a response to its unique context.

The 1% Project: Philanthropy in Practice (29:10–33:43)

• Origin and Implementation: Helgerson’s office adds 1% to invoices, pooling funds for local nonprofits—especially those addressing homelessness.
  • “We add 1% to all of our invoices and let it pile up...and then we give it to one of the nonprofits.” (31:21, Jessica Helgerson)
• Vision vs. Reality: Hoped the program would spread industry-wide, but admits reluctance to “hassle” others has kept it modest in scope.
• Personal Reward: Finds the initiative meaningful but tempered by awareness of growing need.
  • “I just see the need growing exponentially and our little contribution does a little something...” (33:01, Jessica Helgerson)

Fee Structure and Accessibility (26:49–28:59)

• Billing Approach: Hourly for residences, sometimes fixed for large commercial; 30% markup on goods but never above retail.
• Accessibility Gap: Acknowledges work is mostly for the wealthy; mitigates this with free “friends and family” design help and through platforms like The Expert.

Product Lines and The Expert Platform (35:07–41:09)

• Product Development: Engaged in lighting and rug designs, enjoys creative inception more than sales.
  • “I love the creative phase. And then I completely lose interest once we get to the selling the things phase.” (37:37, Jessica Helgerson)
• Retail Partnerships: Sees potential for broader distribution; excited to delegate development to her new studio director.
• Platform Experience: Initially hesitant, now enthusiastic about offering consultation sessions via The Expert.
  • "I did it and I love, love it...They come super prepared and we always get there and it's fun." (40:20, Jessica Helgerson)

International Expansion: Paris Office (45:17–51:12)

• Personal Fulfillment: Opening a Paris outpost gave her a sense of belonging in France—previously always a visitor, now a resident and business owner.
  • “It has been a really beautiful chapter for me, because my entire life, I have never really been at home in France...this has given me a real raison d’etre.” (46:26, Jessica Helgerson)
• Distinct Market: American clients in Paris are mainstay; French firms’ business models are different (“kickbacks from everyone”).
• Historic Inspiration: Finds joy working in centuries-old buildings and letting context or even a painting—rather than just architecture—guide the design concept.

On Growth, Ambition, and Life Balance (51:19–59:06)

• Contentment and Gratitude: Sees herself as having "arrived", more interested in joy, learning, and showing up well than in endless ambition.
• Garden as Meditation: Finds grounding and hope in tending her garden—a form of “death meditation” and reflection on shared human experience.
  • "I'm just trying to...show up as a decent human being for my short time on this earth and really not be shitty." (53:15, Jessica Helgerson)
• Advice for Designers: The profession’s pain comes from working with people—accept it, but also hold things less tightly, trust others, and set boundaries for respect out of self-care.
  • "There's just more to hold. If I was clinging fiercely at every single aspect...I would be first a nightmare of a boss." (57:39, Jessica Helgerson)

Notable Quotes & Memorable Moments

• On career direction:
  "I was wondering if I should go work at the post office. And then I got a...flyer at the library...and it just clicked." (07:37, Jessica Helgerson)

• On the dual client approach:
  “All the permanent decisions, we’re kind of listening to the house more than the client.” (23:00, Jessica Helgerson)

• On filtering clients:
  "People who don't want to hear about any of that...don't call us and that's okay, there's someone else for them." (19:37, Jessica Helgerson)

• On firm growth challenges:
  "The studio director who we hired at that point did not wind up being a good fit...Nor did the second one, nor did the third one. But now we are on the 4th." (16:14, Jessica Helgerson)

• On philanthropy’s limits:
  “I just see the need growing exponentially and our little contribution does a little something. But yeah, I think it would have felt more satisfying had it grown...” (33:01, Jessica Helgerson)

• On finding fulfillment:
  "I'm longing for a boutique hotel to do...But I feel fairly settled. I feel a lot of gratitude. I don't feel a ton of ambition." (51:29, Jessica Helgerson)

• On managing pain and growth:
  "If I was clinging fiercely at every single aspect...I would be first a nightmare of a boss...There's just more to hold...Now I just...want them to be respectful." (57:39, Jessica Helgerson)

Timestamps for Major Segments

• Jessica’s background and entry into design: 04:29–11:00
• Wrestling with anti-capitalist tendencies: 03:00–04:05, 13:29–20:48
• Firm culture & management: 14:46–18:57
• Design approach: The house as client: 21:46–25:36
• Fee structure & accessibility: 26:49–28:59
• The 1% project: 29:10–33:43
• Product design & The Expert: 35:07–41:09
• Paris expansion: 45:17–51:12
• Philosophy on growth, pain, and contentment: 51:19–59:06

Tone & Language

Jessica Helgerson is candid, self-reflective, and witty, with a deep sense of responsibility and humility. She doesn’t hide vulnerabilities or philosophical contradictions, and her language blends warmth, humor, and critical thought.

For New Listeners

This episode is rich in both practical business lessons and personal philosophy. It’s particularly valuable for design professionals facing the challenge of aligning values and commercial success, firm owners grappling with growth and delegation, and anyone interested in the intersection of creativity, empathy, and ethics in the creative industries.