Rebuilding After the L.A. Wildfire
Kitchen Design Group Founder Caren Rideau shares her story
By Lindsay Field Penticuff
“Although the world is full of suffering, it is also full of the overcoming of it.” ― Helen Keller, American Author, Activist and Disability Rights Advocate
In January, Caren Rideau experienced the unimaginable. Her interior design firm of 30-plus years,
Kitchen Design Group, burned to the ground in the devastating wildfire that swept through Los Angeles.
“Within the first week after the fire, I had about 10 clients tell me that I better not get out of this business,” Rideau recalls. “They were depending on me to rebuild. I knew I mattered.”
About two weeks later, she decided she was—in fact—coming back, although she wasn’t quite sure what that was going to look like.
In September, Rideau and her team reopened their showroom in Santa Monica, about 5 miles from her previous location in Pacific Palisades.
“It’s smaller, but that was intentional,” she says. “I wanted to be more practical [with the new location], so it’s a smaller space. There is one showroom in this location, and it’s an operational kitchen. I want this new showroom and ‘Chapter 2.0’ to reflect more of the things I love, and it kind of encompasses my last book, entertaining, kitchen design and wine.”
We had the pleasure of interviewing Rideau recently, learning about why she chose interior design and why she chose kitchen design, as well as her book and her collaboration with
Gorky Pottery.
Your brand is not your logo.
By Ericka Saurit
What branding really is (and the key elements you must define before you even think about your logo, color palette, or typography!).
Last month, we talked about clarity. About saying less, more clearly, so your audience doesn’t have to work (or even think too hard!) to understand you and what you can do for them.
This month, we’re tackling a common trap that trips up even the most seasoned design pros: confusing your visual identity with your brand.
Because let’s be clear:
Your brand is not your logo.
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AI Day at High Point Market – Fall 2025
Date: Friday, October 24, 2025
Time: 9:30 AM – 4:00 PM EST
Location: Feizy Rugs Showroom, High Point Market
Kick off High Point Market with an exclusive, pre-market day of hands-on AI learning designed specifically for interior design professionals.
Led by Jenna Gaidusek, founder of AI for Interior Designers™, this small-group, interactive workshop will show you how to confidently adapt AI-powered systems into your business. You’ll leave with practical tools, guided workflows, and real-world experience you can start using immediately—making not only your business more efficient, but even your busy Market days more organized.
Tickets & Member Pricing
- General Admission: $299
- DSA Members: $229 with code AIDAYDSA
- Group Discount: 2+ tickets with an additional 10% off using code AIDAYDSATEAM
Reserve your spot now and join Jenna Friday, October 24th—the day before Market officially begins!
DSA Insider: Contact Tips, Events and Fresh Reads
Design Contract Tip from Attorney Wendy Estela:
Tip No. 6: Protect Your Business: Secure Payment Before You Start
Always require payment in advance. If you are billing hourly, require a non-refundable retainer. The party holding the money has more leverage, and often wins, in a dispute.
When it comes to design contracts, securing payment up front is one of the most important protections you can put in place. Whether you charge a flat fee or bill hourly, requiring a non-refundable retainer ensures that your time and expertise are respected from the start. Remember, in any dispute, the party holding the money has the upper hand—so position yourself to protect both your work and your business.
Tune in next month for Wendy's next contract tip, and learn more about Attorney Wendy Estela here.
Upcoming Events:
High Point Market:
Fall High Point Market is just around the corner! From live music by The Coral Reefer Band to artisan pop-ups and a behind-the-scenes documentary project, this year’s Market promises unforgettable experiences—register now and start planning your trip. And don't forget Jenna's hosting AI Day on October 24th!
WestEdge Design Fair:
The WestEdge Design Fair returns to Santa Monica’s Barker Hangar from November 20–22, 2025, showcasing the best in modern design. Attendees can explore curated exhibits, attend panel discussions with leading voices, and connect with top brands shaping today’s design industry.
Fresh Reads:
Tom Scheerer's 'Still Decorating'
Renowned interior designer Tom Scheerer invites readers once again into his world with Still Decorating, his third book and a celebration of timeless design. Featuring 20 of his latest projects—from Palm Beach to Aspen—Scheerer’s work is defined by effortless comfort, intelligent proportions, and unpretentious beauty, all captured through Francesco Lagnese’s evocative photography. More than just a design book, Still Decorating is a portrait of one of America’s greats at the height of his craft.
