The Opportunity in the Room: Jessica Duce on Design, Retail, and What Comes Next
A conversation with Furniture Today’s Cindy Hodnet about vacation rental design, stronger partnerships, and the value designers bring to the furniture industry.
When Jessica Duce began designing vacation rentals, the work came with a practical challenge: How do you furnish a large property on a tight timeline when the usual channels aren’t set up for the job?
That question turned into something bigger. In a recent episode of Furniture Today’s Game Changers, host Cindy Hodnet spoke with Jessica, founder of JDuce Design and Vacation Rental Designers, about the needs of designers, the role retailers can play, and the opportunity for the furniture industry to build stronger relationships across the board.
A new kind of design project
Jessica didn’t set out to specialize in vacation rentals. After beginning her career in banking, she moved into design and took on a project that introduced her to the short-term rental market. The property needed far more than a few flooring selections. It needed a complete redesign—and Jessica quickly saw how much thoughtful design could change the experience of a rental.
The work also revealed a gap. Vacation rental projects often involve large furnishing orders, quick timelines, delivery coordination, and the possibility of regular replacement or restocking. Yet the established ways of sourcing products weren’t always built for those needs.
In the early days, Jessica found herself trying to navigate showrooms, online platforms, and local retail options that didn’t always have the products, inventory, or logistics support her projects required. It was a frustrating introduction, but it also helped her recognize an opportunity: designers, retailers, and brands should be better connected.
More than a sourcing challenge
The challenges weren’t only about finding the right furniture. They were about getting it to the property, on time, and in a condition ready for guests. For projects outside major cities, receiving and delivery could be especially complicated. During the pandemic, when some stays stretched from a weekend to several months, properties needed to work for longer-term living, too.
Jessica saw that designers were making significant purchases and bringing valuable expertise to the process. She also saw how much retailers could contribute when they had the right products and services in place.
A good retail partner can help manage delivery and logistics, offer access to merchandise, and provide a local relationship that remains useful after installation. Vacation rentals may need updates and replacements every few years, making the relationship ongoing rather than a one-time transaction.
That ongoing need creates room for a stronger partnership—one that works for the designer, the retailer, and the property owner.
Making the business work for designers
Jessica and Cindy also discussed the business side of design, including a challenge that can be easy to overlook: a direct account or discount doesn’t automatically mean a designer is making more money.
Designers have to consider the full picture. What does the product cost? How much time will ordering and coordination take? Who handles delivery and service? What happens if something is delayed or arrives damaged? A retailer’s trade program may offer support that changes the project’s overall value, even if the initial product price looks different.
The right decision depends on the project. Jessica’s point is that designers should understand their options and do the math rather than assume there’s one best purchasing path.
That’s especially important for solo designers and newer firms, who may be managing every detail themselves. Design education doesn’t always cover margins, procurement, or the operational demands of running a business. Sharing those lessons can help designers make more confident decisions—and build businesses that are sustainable.
The value of a real retail experience
A useful retail relationship isn’t just about getting an order placed. Jessica believes stores can offer an experience that online shopping can’t replicate: a reason to linger, explore, and connect with the products.
That might mean creating engaging areas within a showroom, offering a mix of price points, or adding small touches that make a visit feel welcoming. A candle, a treat, a thoughtful conversation—details like these can make a store feel memorable and give customers a reason to return.
For designers, a retailer that understands their needs can become a valuable local partner. For customers, a well-considered experience can make shopping feel personal again.
Clients want to know the story
Today, shoppers can find endless product options online. What they may not find as easily is the context: Who made this piece? Where was it produced? What materials were used? How does it hold up over time?
Jessica sees clients asking more questions about the products they’re considering. They want performance, but they’re also interested in craftsmanship and the people behind the product. When designers can share that story—because they’ve visited the showroom, met the makers, or learned how something is produced—the product becomes more meaningful.
That kind of knowledge helps designers guide clients through a crowded market. Instead of presenting an endless list of options, they can curate choices and explain why a piece is right for the project.
What AI can’t replace
AI can generate images and surface information, but Jessica sees the designer’s role as much more personal. Designers bring firsthand experience: they’ve walked the showroom, seen the product in person, talked with the people who make it, and considered how it will feel and function in a real space.
They also help clients make sense of what they’re seeing. A generated image might offer a starting point, but it can’t provide the same level of context, product knowledge, or one-to-one guidance. The designer’s ability to listen, interpret, and curate remains central to the work.
A stronger connection benefits everyone
The conversation in Game Changers is ultimately about connection: between designers and retailers, designers and brands, and the products people choose and the stories behind them.
Vacation rental design helped bring these opportunities into sharper focus, but the ideas reach well beyond one specialty. Designers need access, support, and clear business tools. Retailers can build deeper relationships with design professionals. Brands can benefit from hearing directly from the people specifying and using their products.
When those relationships work, the result is more than a smoother transaction. It’s a better experience for the designer, the retailer, the brand, and the client.
Curious whether VRD could support your design business? Book a discovery call with Peg to learn more about the community, ask questions, and see if membership feels like the right fit.
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