Show Summary:
In this episode of the To-The-Trade Podcast, host Laurie Laizure welcomes Lee Hershberg, founder of Design Edge, an invite-only traveling trade event built exclusively for interior designers. Lee brings over 20 years of experience connecting manufacturers and designers through his leadership at major industry shows like KBIS, High Point Market, and Las Vegas Market.
Design Edge was created from a simple but important observation: half of interior designers across the country are not attending major markets, often due to time, travel, and cost barriers. By bringing leading kitchen, bath, and furnishings brands directly into regional hubs, Design Edge allows designers to connect with senior leadership, discover new products, and have meaningful conversations without the overwhelm of large trade shows.
Laurie and Lee explore how this event is deliberately designed to foster deeper, long-term collaborations between designers and manufacturers. Lee emphasizes shifting from a “product” mindset to a “product partner” approach, viewing brands not just as suppliers but as engaged collaborators who understand and support a firm’s specific needs. They share honest examples of service gaps, missteps in brand–designer relationships, and how small gestures (or oversights) can significantly impact loyalty.
The pair discusses the unique structure of Design Edge: a manageable, two-day event featuring brand booths, a Maker Stage for storytelling and product education, and an Education Stage with high-value sessions on contracts, luxury client acquisition, and profit-building strategies. Manufacturers come prepared to listen and adapt, and designers are encouraged to ask questions, provide feedback, and share their wish lists to maximize their experience.
They also examine the larger market opportunity of how collaboration between trade and brands can boost market share, increase profitability, and elevate the entire industry. With events scheduled in Anaheim, Florida, New England, and the Midwest, Design Edge is positioning itself as the must-attend event for design professionals seeking both inspiration and practical business growth.
Laurie concludes by emphasizing her respect for designers’ time and investment, sharing that past attendees have directly linked increased profitability to their participation in Design Edge. Her message is clear: this isn’t just another trade show, it’s a relationship-driven, business-focused experience that could change the way you source, partner, and grow.
Time Stamp-
00:00 – 01:00 Introduction to guest Lee Hershberg and Design Edge
01:00 – 04:00 Lee’s career path from KBIS to High Point and Las Vegas Market
04:00 – 05:30 The gap: why many designers skip major markets
05:30 – 08:00 Early conversations that shaped the concept of Design Edge
08:00 – 10:00 Manufacturer perspective and enthusiasm for regional events
10:00 – 13:00 The power of relationship-driven business
13:00 – 16:00 Moving from “product” to “product partner” mindset
16:00 – 20:00 Service gaps, missteps, and small gestures that matter
20:00 – 22:30 Building empathy between designers and manufacturers
22:30 – 24:30 Preparing for Design Edge: research and questions
24:30 – 27:00 Real-life relationship repairs at the show
27:00 – 29:30 Maker Stage, Education Stage, and event structure
29:30 – 32:00 Market data, profit strategies, and collaborative growth
32:00 – 36:00 Event logistics: Anaheim details and future locations
36:00 – 37:30 Designer testimonials and closing invitation
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