We caught up with the brilliant and insightful Claudette McCarron a few weeks ago and have shared our conversation below.

Hi Claudette, thanks for joining us today. Any thoughts around creating more inclusive workplaces?

Planting Roots: Launching the AAPI Design Alliance Philadelphia Chapter

As the Founder and Principal Interior Designer of CBM Creative, I actively engage in ongoing research and professional development through various sources such as documentaries, articles, courses, webinars, and podcasts.

Last year, I tuned into an insightful Architectural Digest Pro webinar titled “Social Media Savvy: Dial Up Your ROI,” hosted by AD Global Features Director Sam Cochran with featured guests Young Huh, Founder of Young Huh Interior Design—an AD100 interior designer—and Athena Calderone, author, designer, and founder of EyeSwoon and Studio Athena Calderone. As I listened to Young Huh speak, it struck me how few Asian interior designers I personally knew, particularly in my own community outside of Philadelphia, Pennsylvania. Moved by this moment of reflection, I reached out to Ms. Huh via Instagram to express my gratitude, writing, “Thank you for the webinar. I appreciate you representing the AAPI community—I’m part of the community myself and don’t often see many diverse designers here in PA. I’m Filipino, btw (which I do not usually say).”

To my surprise, she responded enthusiastically, urging me to join AAPIDA (Asian American Pacific Islander Design Alliance) and inviting me to attend upcoming events in New York City, including a charity event called Design On A Dime, where AAPIDA was designing a booth. Her warm reply was both validating and energizing, reminding me of the power of connection and visibility within our industry.

Young introduced me via email to Go Kasai, AAPIDA Founder and VP, and Jessica Davis, AAPIDA Original Founder and President. I had the chance to connect with both Go and Jessica individually over Zoom, and later, I met Go in person at Design on a Dime in New York. They encouraged me to consider starting a Philadelphia chapter of AAPIDA—a suggestion that was both exhilarating and daunting. With few industry connections in the city, I began planning to launch the chapter during DesignPhiladelphia in October 2024.

One of my first steps was reaching out to FIFTEEN Architecture + Design, a firm certified as both a Women Business Enterprise (WBE) and a Minority Business Enterprise (MBE). I met with Principal Soha St. Juste and Architect Jennifer Yun-Fullen, who generously shared their time and insight, and were willing to host our launch party. Around the same time, Shannon Maldonado of Yowie Shop and Hotel connected me by email to Jermaine Jenkins, Director of Development and Strategic Partnerships at DesignPhiladelphia and AIA Philadelphia. Jermaine, in turn, introduced me to Meegan Denenberg of JEME Agency. Meegan quickly became a key collaborator and the second official member of our founding board, helping me shape the vision for our launch—just weeks before the event.

The inaugural event was a resounding success thanks to our sponsor NK Construction. Over 75 attendees gathered to celebrate the launch of AAPIDA Philadelphia hosted by FIFTEEN Architecture + Design and Millésimé, excited by the vision of growing a diverse, creative community in the city. We shared plans to host quarterly events that would offer opportunities for connection, including panels, workshops, field trips, performances, and informal gatherings like mixers, dinners, and coffee meetups.

At AAPIDA, our mission is to foster visibility, collaboration, and representation for AAPI creatives in the design industry. Our Philadelphia members span a wide range of disciplines: architects, interior designers, landscape architects, product designers, photographers, stylists, graphic designers, entrepreneurs, artists, writers, filmmakers, showroom managers, salespeople, chefs, photographers, and more. Everyone is welcome—whether you’re an AAPI creative or a supportive ally.

Members gain access to local, national, and virtual AAPIDA events, including webinars, a growing member directory, job listings, and announcement boards. For students, membership includes peer mentorship, industry seminars, and educational outreach to universities—ensuring the next generation of AAPI designers are seen, supported, and celebrated.

What started as a thank you DM on Instagram to Young Huh, has now grown into a movement—one that I’m honored to help lead as the President of the Philadelphia Chapter of AAPIDA. At the heart of everything I do is a passion for building meaningful connections. I’m deeply driven by the desire to be a community collaborator and connector—bringing people together, creating space for dialogue, and fostering a sense of belonging within the design world and beyond. Whether it’s forming partnerships, launching initiatives, or simply reaching out to say “thank you,” I believe that real impact begins with genuine relationships.

Claudette, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am the Founder and Principal of CBM Creative, a full-service interior design studio focused on creating modern, inviting and refined homes on the Main Line and Philadelphia, Pennsylvania, and beyond.

I understand the client perspective firsthand, having been a client for my own renovations and built strong client relationships during my years in marketing. I have a global perspective as a dual citizen of the United States and United Kingdom and have lived on three continents and called London home for 10 years. My design aesthetic is inspired by art and architecture from abroad.

I’m a member of the American Society of Interior Designers (ASID), International Furnishings and Design Association (IFDA), Interior Design Society (IDS), and Philadelphia Museum of Art (Collab Member).

Prior to designing interiors that project the style of clients and their homes, I employed my design skills to help brands project their image. I conducted market research and customer surveys, designed compelling websites and collateral, built effective promotions and public relations, and enhanced their social media presence. My efforts resulted in successful marketing campaigns for partners with varying budgets—from modest small businesses to multi-million dollar corporations such as GlaxoSmithKline, Lockheed Martin, Maybelline, NatWest and Nestle. As I do now, I tailored every solution to fit each need.

Working in collaboration with clients, we take what they wish – what they envision for their home – and then elevate it. A balance of form, function, comfort, and design.

Are there any resources you wish you knew about earlier in your creative journey?

Following Passion Over Expectation: A Creative Journey
For me, instead of “resources I knew earlier”, I would say I wish I listened to my instincts. “Follow your passion and instincts, and pursue your creativity.” It sounds simple enough, but for many—especially those raised in traditionally conservative households—it can feel radical and rebellious.

Growing up with Asian parents, I was no stranger to the expectation that “success” meant becoming a doctor, lawyer, or accountant. Creativity was seen as a hobby, not a career path. Even though I showed creative promise early on, I didn’t see it as something I could pursue seriously. My high school art teacher encouraged me to keep taking art classes, but instead, I doubled down on math and science. I took a sewing class and quickly outpaced the curriculum—moving from oven mitts to custom dresses for myself and my friends. A spark was lit. Could I go to the Fashion Institute of Technology in New York? I wondered.

Instead, I suppressed that creative instinct and followed the more “acceptable” route. I applied to Boston College as an Accounting major at the Carroll School of Management. When I told my parents I wanted to switch to Marketing, they were so disappointed.

My career in marketing gave me exposure to retail, advertising, and web design—each experience quietly nudging me back toward the creative pursuits. But it wasn’t until I moved to London, UK, and began traveling extensively that I fell in love with architecture and interior design.

If I could go back, I would have studied to become an architect. But I chose another path and enrolled at the Inchbald School of Design in London, where I studied Architectural Interior Design. Upon graduating, I worked with British interior designers Jane Rodney and Jonathan Reed, and later joined the international firm HOK, working alongside over 200 employees in its London office, where I combined my marketing experience with commercial and institutional interior design and architecture.

As a residential interior designer, I collaborate closely with clients to design homes that are both elevated and deeply personal—spaces that reflect who they are, how they live, and what brings them joy. My approach blends thoughtful design with emotional connection, ensuring every detail feels intentional and uniquely theirs.

We’d love to hear the story of how you built up your social media audience?

How Instagram Helped Me Build a Diverse Design Community

Instagram has truly been a game changer for me—more than just a portfolio platform, it’s become a powerful tool for connection, storytelling, and dialogue within the design community. As I mentioned earlier, a single DM to AD100 interior designer Young Huh led to an extraordinary journey: I’m now the Philadelphia Chapter President of the Asian American Pacific Islander Design Alliance (AAPIDA).

Over time, I’ve learned to embrace and even enjoy making Reels, as they offer a dynamic way to tell stories far beyond what static images can convey. One of my Reels, for example, reached 85% non-followers and only 15% followers—proving how powerful these short-form videos can be for expanding your reach. But storytelling needs to be quick and compelling: for a 30-second Reel, the average watch time is just 9 seconds. On TikTok, that number drops to 3.8 seconds. It’s a reminder of how rapidly attention moves—and how intentional you need to be in those first few seconds.

The key? Tag relevant accounts, and whenever possible, invite them to collaborate. This not only introduces your content to new audiences but also reinforces community building. For instance, the AAPIDA Philadelphia Chapter recently partnered with Philadelphia Emerging Architects (PEA), part of AIA Philadelphia, for a professional development workshop at the Center for Architecture. The event supported students and young professionals in architecture, interior design, landscape architecture, and urban design by reviewing resumes and portfolios. It was collaboration and mentorship at its best. I created a 30-second Reel for the event and tagged AAPIDA, PEA, and AIA Philadelphia as collaborators. The result was more than views—it was a visible, virtual embrace from the community around an inspiring and impactful event.

Another highlight was attending the Kips Bay Decorator Show House in New York—one of the most celebrated interior design events of the year. I posted stories, Reels, and tags showcasing the remarkable work of designers like Huma Sulaiman, Swati Goorh, Phillip Thomas, Mikel Welch, and Michelle Gerson. To my surprise and gratitude, many of them liked, commented, and even exchanged DMs with me. These small interactions show mutual support and also indicate who is active on their Instagram accounts.

I always advise paying close attention to your Professional Dashboard and analytics—see who’s engaging, and follow up. Be genuine, supportive, and grateful. Like and comment on others’ posts. Build a space of encouragement. That’s how a virtual platform becomes a real community.

I’m a DM master because of the meaningful relationships I’ve cultivated through thoughtful, intentional outreach. As a member of AAPIDA’s Marketing and Social Media Committee, I make a point to engage with those who follow and interact with our account. One recent example stands out: I DM’d an architect who had liked several of AAPIDA’s posts. That message led to us exchanging numbers, texting, and eventually jumping on a one-on-one Zoom. He soon joined our AAPIDA Member Zoom and I emailed him our AAPIDA Philadelphia Chapter Newsletter. Not long after, he drove from Maryland to attend our AAPIDA Private Group Tour of the Naoto Fukasawa Exhibition at the Philadelphia Museum of Art, led by Curator Colin Fanning.

We had never met in person before, yet when we greeted each other with a hug, it was as if we were long-lost family. We shared a Filipino connection, a sense of kinship, and joy. I introduced him to my husband; he introduced me to his partner. It was a beautiful full-circle moment—and a reminder of why this work matters. I’m deeply grateful to AAPIDA and to Instagram for helping me foster a diverse, creative community here in Philadelphia—one that’s grounded in connection, representation, and authentic support.

Contact Info:

• Website: https://www.cbmcreative.com/, https://www.aapidesignalliance.com/
• Instagram: https://www.instagram.com/cbmcreativellc/
• Linkedin: https://www.linkedin.com/in/cbmccarron/
• Youtube: https://www.youtube.com/@CBMCreativeLLC
• Other: https://www.tiktok.com/@cbmcreative

Image Credits

Jon Friedrich, Christy Kosnic, Gabriela Barrantes