Trade Tales Podcast: A Surprising Path to Partnership for Bergman Vass

Host: Kaitlyn Petersen, Business of Home
Guests: Dana Bergman Falcione & Erica Vasilotti (Bergman Vass)
Release Date: February 25, 2026

Episode Overview

In this episode of Trade Tales, host Kaitlyn Petersen dives into the unconventional and deeply synergistic partnership of Dana Bergman Falcione and Erica Vasilotti of the interior design firm Bergman Vass. They discuss their distinctly different entry points into design, how their skills and perspectives intertwine, the firm’s evolution from a solo to a team-driven practice, and the risks and rewards of adapting their business for growth and creative fulfillment. The conversation covers leadership, delegation, creativity, firm economics, team building, generational differences, and what success means to each of them.

Key Discussion Points & Insights

1. Origins & Personal Journeys

• Dana’s Path:

  • Intended to become a businesswoman, but pivoted to architecture after struggling with Economics in college.
  • Realized a passion for interiors while practicing architecture, leading to a shift into interior design.
  • Started her own business after helping a friend with a large home project.
  • Quote:
    • “It really was flying by the seat of my pants. I was part-time mom, part-time interior designer, slash architectural consultant.” (03:17)

• Erica’s Path:

  • Had no formal design training, initially pursued law (studied for LSATs), felt “biologically” called to interiors.
  • Broke into the field as an executive assistant to the CEO of Anthropologie, then transitioned to home catalog styling.
  • Approached Dana after admiring her local shop, leading to their collaboration.
  • Quote:
    • “It's weird, almost like biologically my body was like rejecting anything else.” (04:23)

2. Becoming Partners: The Evolution

• Early Collaboration (2020):

  • Erica introduced organizational structure, client-facing systems, and fresh energy.
  • Dana led architectural aspects while Erica excelled in furnishing and process management.
  • Quote:
    • “She brought this like buttoned-up corporate personality to my organization.” —Dana (06:54)

• Formalizing Partnership (2023):

  • The partnership was driven by mutual recognition of complementary strengths and a shared vision.
  • Dana was initially cautious from past partnership experience but realized the need to “give her [Erica] some skin in the game.” (17:47)
  • Quote:
    • “If I don't put Erica's name on the business...she's just going to go and do her own thing. And I didn’t want that.” —Dana (17:47)

3. Division of Roles & Workflow

• Who Does What:
  • Dana: Focuses on construction, architectural drawings, and collaborating with contractors.
  • Erica: Leads business development, client experience, interiors, purchasing, and team onboarding.
  • Collaboration: Both are present in key client meetings—clients want the benefit of both perspectives.
  • Quote:
    • “We meet together with the clients from the beginning…our clients...love our generational gap, and I think they love that we bring these two perspectives.” —Erica (21:28)

4. Building the Business & Investing for Growth

• System Overhaul & Major Investments:

  • New website, high-end photography and styling, and professional rebranding were essential early costs.
  • Upfront expenses were daunting, but yielded high returns in credibility and client attraction.
  • Quote:
    • “When I heard how much it was going to be, it was just astonishing. But I look at our website now, and I’m so proud.” —Dana (14:22)

• Team Expansion:

  • Hired a full staff: architect, junior designers, purchasing coordinator, office manager, and soft goods coordinator.
  • Delegation and onboarding were necessary to handle larger projects and keep creative focus.
  • Quote:
    • “I know some firms have the designers purchase and I actually love so much that we just have a dedicated purchasing person. Because the purchasing load requires a hundred percent of your attention.” —Erica (28:23)

5. Leadership and Delegation

• Dana’s Challenge:

  • Found it hard to delegate after years of solo work.
  • Erica excelled at onboarding and delegation; implemented strategies to build the team’s independence.
  • Quote:
    • “It was that mindset where, ‘oh, it’s just easier for me to do it myself than to explain to someone else.’” —Dana (32:29)

• Team Building Philosophy:

  • Erica values cultivating proactively-driven, challenge-embracing team members—even if it means someday they move on.
  • Quote:
    • “If that means that they’re going to become an amazing designer and want to leave one day, I actually champion that.” —Erica (35:27)

6. Partnership Dynamics: Navigating Differences

• Decision-Making:
  • Most significant decisions are discussed and mutually agreed upon, though each has occasional autonomy.
  • Different generational perspectives sometimes lead to disagreement, but mutual respect trumps ego.
  • Notable anecdote: The Florida stair rail color decision—Dana made a unilateral choice; Erica was surprised but the result was positive.
    • Quote:
      • “Sometimes you make a decision and you're not thinking, you know, of the different elements...But it was funny, in the end, it actually ended up being beautiful.” —Erica (24:50)

7. Business Model & Fees

• Billing:
  • Hourly rates are applied per person—there’s no “two-for-one.”
  • Rates vary based on experience/role.
  • Commission is added on top of purchasing.
  • Quote:
    • “Honestly, there's no two for one deal here.” —Dana (22:31)

8. Aesthetic Evolution

• Design Voice:
  • Their combined aesthetic is unique—Dana’s warmth and classic sensibility melds with Erica’s clean, sensory-forward style.
  • No fixed “look”—each project is treated as a blank slate, though always recognizably “Bergman Vass.”
  • Quote:
    • “We really treat every project as a blank slate. We don't have like a coined aesthetic.” —Erica (38:14)

9. Product Line Development

• Launching Custom Furniture:
  • Driven by their frequent custom design work for clients, they launched a furniture line as a growth and branding initiative.
  • Early days with few sales but major validation and exposure within the design community.
  • Quote:
    • “I see it as... such a great brand building opportunity and opportunity to get us into conversations that maybe we wouldn’t have been considered for before.” —Erica (43:40)

Memorable Quotes & Moments (with Timestamps)

• “It really was flying by the seat of my pants. I was part time mom, part time interior designer, slash architectural consultant.” —Dana (03:17)
• “It's weird, almost like biologically my body was like rejecting anything else.” —Erica (04:23)
• “She brought this like buttoned-up corporate personality to my organization.” —Dana (06:54)
• “If I don't put Erica's name on the business...she's just going to go and do her own thing. And I didn’t want that.” —Dana (17:47)
• “We meet together with the clients from the beginning…our clients...love our generational gap, and I think they love that we bring these two perspectives.” —Erica (21:28)
• "When I heard how much it was going to be, it was just astonishing. But I look at our website now, and I’m so proud." —Dana (14:22)
• “I know some firms have the designers purchase and I actually love so much that we just have a dedicated purchasing person..." —Erica (28:23)
• “It was that mindset where, ‘oh, it’s just easier for me to do it myself than to explain to someone else.’” —Dana (32:29)
• “If that means that they’re going to become an amazing designer and want to leave one day, I actually champion that.” —Erica (35:27)
• “Honestly, there's no two for one deal here.” —Dana (22:31)
• "Sometimes you make a decision and you're not thinking... But it was funny, in the end, it actually ended up being beautiful." —Erica (24:50)
• “We really treat every project as a blank slate. We don't have like a coined aesthetic.” —Erica (38:14)
• “I see it as... such a great brand building opportunity...” —Erica (43:40)
• “To me, success is...just being happy, going to work every day, loving what I do, inspiring people, inspiring our team, seeing growth...if we're learning every day and growing every day and happy, then I think we're successful.” —Erica (52:10)

Timestamps for Key Segments

• [02:10] — Dana explains her early career and move into interior design
• [04:03] — Erica’s unconventional entry into design and first connection with Dana
• [06:16] — The duo formalizes their partnership (2023)
• [08:19] — Erica brings systems and seamless customer service to the firm
• [14:22] — Discussing the leap to professional branding and website investments
• [20:58] — How the duo divides client-facing work and backend responsibilities
• [24:16] — The “white stair rail” decision anecdote
• [27:04] — Rapid team growth and specialization of new hires
• [32:29] — Dana and Erica contrast their approaches to delegation
• [35:27] — Erica’s team-building philosophy: nurturing driven, ambitious staff
• [38:14] — How their combined aesthetic developed
• [41:16] — Keeping project load manageable for quality and hands-on involvement
• [42:24] — Launching their custom furniture line
• [45:41] — Impact of generational gap in partnership
• [52:10] — Definitions of success from Erica and Dana

Tone & Language

Throughout the conversation, Dana and Erica share candid, personal reflections, often finishing each other’s thoughts and playfully challenging each other. Erica’s energy is future-oriented, strategic, and candid; Dana’s insights are rooted in experience, practicality, and mentoring. The chemistry is frank but warm, making for lively, engaging storytelling.

Final Takeaways

• Complementary Skillsets are essential for sustainable creative partnerships—a blend of vision, organization, experience, and willingness to adapt.
• Client Trust & Process Investment fuel organic business growth: organization, visibility, and seamless experience matter as much as design acumen.
• Growth Requires Risk: Strategic financial investments in branding, staff, and marketing pay off, even when uncomfortable.
• Delegation & Leadership are ongoing learning processes, made easier by mutual respect and clarity of roles.
• Generational Perspective can be a superpower—each partner brings unique strengths, fresh ideas, or sage wisdom, benefitting both the practice and clients.
• Defining Success: Happiness at work, creative fulfillment, and personal growth matter most, more than unchecked firm expansion.

For those considering creative partnerships or growing a small practice, this episode offers both practical advice and honest conversation about the necessary pivots, pains, and breakthroughs.