How Are Tech-Forward Brands Reimagining the Designer-Vendor Relationship?

Sep 11

Tech-forward brands are redefining designer-vendor collaboration

A conversation between Jenna Gaidusek, Founder of AI for Interior Designers™, and Julia Reinert, Founder of The Lifestyle Historian™

Based on AI for Interior Designers™ Podcast Episode 57 – “Tech-Forward Trade Partnerships with Howard Elliott”
Featuring Bree Cassidy, Marketing Coordinator at The Howard Elliott Collection

Jenna recently sat down with Bree Cassidy of Howard Elliott to explore how the company’s focus on technology, customization, and community is reshaping the way designers interact with their vendor partners.

With over 5,000 SKUs and growing, Howard Elliott isn’t just offering a catalog. They are offering collaboration. From reverse image search to project-based wishlists, custom mirrors, and real-time stock visibility, this team is using tech to truly serve the needs of interior designers.

Jenna:

Bottom line- everything is intentional. From the updated search features to the ability to quickly build catalogs and spec sheets, it’s all built for how designers actually work. Bree and her team have done “the little things,” and those little things add up to massive time savings and fewer bottlenecks.

Julia:

When Bree mentioned that designers can now filter in a variety of ways and even save project-specific lists, I thought about how much stress this tool can take off the designers plate without giving up control. It's intuitive but not flashy.

“Searchability is much easier… Now you can search by stock, by size, by style, by color. You can build wishlists for projects…create a catalog…”
-Bree Cassidy

Jenna:

And none of it feels forced or performative. They’re not just saying, “we care about designers” in a tagline. They’ve built systems around actually supporting designers. As I said in the episode, “They really have thought about the user experience from a designer perspective… and I appreciate that.”

Julia:

The partnership is what makes this brand different. When Bree shared that Howard Elliott once made a dog bed from their textiles for a designer’s client…I mean, that’s not just customization. That’s saying yes to creativity. That’s honoring the designer’s vision.

“We’re very designer-focused and our fabrics span across all of our textiles and made goods. We’ve had people come to us to make bow ties, aprons for parties, even custom lines they manufacture through us.”
-Bree Cassidy

Jenna:

That level of flexibility is rare. And it’s backed by real structure. I love that they even have a custom mirror program where designers can choose from 15 colors and over 30 frame styles. And yes, I do have a mirror problem.

Julia:

Haha-well, I am not sure that I would call a mirror problem a problem really! I did love the moment when you talked about how you can literally get a curated catalog emailed directly like, with images, specs, and optional pricing. It’s not some AI black box. It’s tech empowering better communication.

“We can say, ‘Hey, Jenna, here’s some of the outdoor options we have… Take a look at the images, pricing, and construction.’”
-Bree Cassidy

Jenna:

Exactly. Tools like this reduce friction so designers can stay focused on the creative and client-facing parts of the process, not chasing down inventory or cobbling together PDFs.

Julia:

And there’s a real sense of community too. From their Friday Friends features to the Show Us Your Howard Elliott design contest, it’s clear they aren’t just selling products but also spotlighting people. And by the way, how excited are you Jenna to be one of the contest judges?

Jenna:

I can’t wait to see all of the designs and I know that the entire process is just going to be a lot of fun!

Going back to what you were saying about Howard Elliott not just selling products-that is what makes the difference. It’s not just tech for tech’s sake. It’s tech that supports a real relationship with designers. That’s the future of trade partnerships-mutual respect, flexibility, and tools that actually make your life easier.

Final Thoughts from both of Us

Julia:

This episode reminded me that great tech doesn’t need to be complicated. It just needs to be built with empathy. Howard Elliott’s platform feels like a true extension of the design process, not a hurdle to overcome.

Jenna:

Agreed. When vendors focus on what actually helps designers, everyone wins. Whether it’s smart filtering, cleaner catalogs, or custom collaboration, this is the kind of innovation that makes a difference.

Your Turn

Have you worked with a vendor who’s using tech in a thoughtful, designer-first way?
How are tools like reverse image search or project-based wishlists helping you stay organized?
What features do you wish more vendors offered?

Drop your thoughts in the comments below. We would love to hear from you!

Listen to the full episode now on Apple Podcasts: Ep 57: Tech-Forward Trade Partnerships with Howard Elliott

Explore their tools and catalog: Howard Elliott Website

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Expert Resources and Next Steps

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AI Interior Design Tools: Game-Changing Technology for Creative Professionals