We recently connected with Susan Semmelmann and have shared our conversation below.

Susan, appreciate you joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

One of the greatest risks I’ve ever taken didn’t begin as a bold business move, it began quietly, being called in obedience in the middle of a full life.

For years, my world was centered around raising my three children, being fully present for my family, and being my husband’s biggest fan as he stepped out into his own business, risking everything we had to build something from the ground up. I had been a school teacher, a flight attendant, traveling and experiencing life from a unique perspective, then moved into a very small design business with a handful of employees that we treated more like a creative hobby and outlet than a true business for 17 years. It was something I loved, but it lived in the background of a very full, very committed life.

Then everything changed.

When my husband was diagnosed with a rare form of bone cancer, our entire world was shaken. We stepped into a season where nothing was certain, and control was no longer ours to hold. What replaced it was faith, real, tested, unwavering faith. In that time, I began to see life differently. I began to understand the weight of our environments… how a home can either restore you or drain you.

That’s when something shifted in me.

What had once been a “hobby” started to feel like a calling.

But stepping fully into interior design as a true business, that was the risk.

Because it meant:

Moving beyond something comfortable into something unknown
Letting go of the identity I had held for years
Investing time, energy, and resources into something that had no guarantee
Entering a competitive luxury market with a vision that was deeply personal

And layered into all of that was this truth, I was almost 52 years old.

Most people would say that’s a time to play it safe. To protect what you’ve built. Not to start over.

But in 2017, I received a vision from God that was so clear, I couldn’t ignore it. It took time, time to grow, to prepare, to wrestle with what stepping into that vision would truly require.

Then in 2019, I made the decision to be obedient to that calling.

I knew in my spirit I had to take the approach of jump the fence or it was never going to happen. I didn’t care about failure, I truly felt like I had nothing to lose compared to what I had already walked through in life.

So I launched Semmelmann Interiors not from a place of certainty, but from a place of faith, walking forward with nothing but belief and a deep conviction that the spirit of living is in the giving.

There was no perfect timing. No moment where everything felt “safe.” Just a knowing.

The early days were not easy.

There were long hours, steep learning curves, financial pressure, and moments where I questioned if I had taken on too much. I had to build not just a brand, but a business systems, teams, processes, all while protecting the integrity of the design and the experience we wanted to deliver.

But slowly, things began to take shape.

Clients began to multiply.
The work began to speak for itself.
The vision started becoming reality.

What started as a risk became a responsibility.

Today, Semmelmann Interiors has grown into a nationally recognized luxury design firm, creating fully turnkey homes, launching product lines like the Susan Semmelmann Couture Collection, and most importantly, impacting lives. We’ve been able to give back in meaningful ways, support causes close to our hearts, and build a business that reflects something far greater than design. Susan is known speaker on hope and faith and bringing fulfillment to a well designed life.

Looking back, the risk wasn’t just about starting a company.

It was about stepping into who I was created to be.

And what I’ve learned is this:

When you take a risk rooted in purpose, it doesn’t just change your life, it creates the opportunity to change the lives and impact others as they impact ours.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

At the core of everything I do is this belief: the spaces we live in are shaping us far more than we realize.

I lead Semmelmann Interiors, a luxury, turnkey design firm where we take a project from the earliest architectural details all the way through the final layer of art and styling. Our clients don’t come to us for just design—they come to us for clarity, execution, and an experience that allows them to step away from the chaos of decision-making and trust that every detail is being handled at the highest level.

We work with individuals who are operating at a high level in their own lives, leaders, entrepreneurs, families building legacy homes—people who value excellence but don’t have the time to manage the thousands of moving parts required to achieve it. Our role is to remove that burden completely. We design, source, detail, manage, and install—so when they walk in, it’s finished, intentional, and unmistakably theirs.

In addition to our design work, we are building out the Susan Semmelmann Couture Collection—our proprietary line of fabrics, furnishings, rugs, lighting, and art. This allows us to go even deeper in creating something original and not limited by what already exists in the market. It’s about storytelling through product—bringing a level of depth, texture, and meaning into a home that can’t be replicated.

What truly sets us apart is how we execute.

We are a direct source. We do not farm out to third parties—we carry the lines, we procure directly, and we manage every detail in-house. That gives our clients endless options without the fragmentation that typically happens in this industry. At the same time, we manufacture our own products, which allows us to offer what doesn’t yet exist—the unknown, the one-of-a-kind, the deeply personal.

We also have a full in-house technical team, including architectural and rendering specialists who bring designs to life before they are ever built. Our clients aren’t guessing—they are seeing real, tangible visuals that give them confidence in every decision.

And from a personal standpoint, I bring a layer that is rare in this field. I spent 12 years building homes, which gives me a deep understanding of what a home can and cannot do—not just from a design perspective, but from a construction and execution standpoint. This goes far beyond selecting finishes or colors. It’s about seeing possibility where others don’t, pushing creative boundaries, and designing with innovation at the forefront.

We don’t design for trends.
We don’t design for quick outcomes.
We design for impact.

Every project is approached with a level of care that considers how a space will function, how it will feel, and how it will support the life being lived inside of it. There is a discipline to our process, a standard of excellence in our execution, and a deep respect for the trust our clients place in us.

But beyond the work itself, what matters most to me is the why.

This business was built on the principle that “the spirit of living is in the giving.” That shows up in how we serve our clients, how we lead our team, and how we give back through the platform we’ve been entrusted with. Success, to me, is not just measured in revenue or recognition, it’s measured in impact.

What I’m most proud of is that we’ve built something that is both high-performing and deeply meaningful. A company that delivers at the highest level, while still staying grounded in purpose, faith, and service.

If there’s one thing I want people to understand, it’s this:

We’re not just creating beautiful homes.

We’re creating environments that support better lives, spaces that bring peace, clarity, inspiration, and connection to the people who live in them.

And we take that responsibility seriously.

What do you think helped you build your reputation within your market?

What has built our reputation hasn’t been one big moment, it’s been a consistent standard we refuse to compromise on.

First and foremost, we deliver.

In an industry where things can easily fall apart, missed details, broken communication, budget overruns, we have built our name on **execution**. We don’t just design beautiful spaces, we see them all the way through to completion at a level that clients can feel the moment they walk in. That follow-through is rare, and it matters.

Second, we take full ownership.

Because we are turnkey and operate as a direct source, we don’t pass responsibility off to third parties. Our clients know there is one team, one vision, and one standard from beginning to end. That level of accountability builds trust and trust builds reputation.

Third, we protect the outcome.

We are very intentional about the projects we take on and how we execute them because our work is our portfolio. We don’t approach projects halfway. When we commit, we commit fully, because every home represents not just the client, but our brand. That discipline has allowed our work to speak for itself and drive referrals at a high level.

Fourth, we create an experience, not just a result.

Our clients are busy, successful people. What they value just as much as the final product is how they felt throughout the process. We bring clarity where there is overwhelm, confidence where there is uncertainty, and a sense of ease in what is typically a very complex process. That experience is what people remember—and what they share with others.

And just as important, we are authentic. Keeping it real and loving what real looks like!

We are not afraid to throw it out there. We don’t wait for the perfect outfit or the perfect day. We let our clients and our audience see the real work, the “fingers in the dirt” of what it takes to do this at a high level. Walking job sites, meeting with subcontractors, spending hours in vision with our clients, solving problems in real time, that’s what builds credibility. People don’t just see the finished product, they see the process.

We also stay in front of everything.

We respond in a timely manner. We communicate clearly. We create traction in every phase of the project so nothing stalls or falls through the cracks. That consistency in communication and service is something our clients deeply value, and it’s a major part of why they refer us.

And finally, we lead with purpose.

Our foundation“the spirit of living is in the giving” is not just something we say. It shows up in how we treat our clients, our team, and our community. People feel when something is genuine, and that authenticity has created a deeper connection beyond just the work itself.

At the end of the day, our reputation has been built the old-fashioned way:

Doing what we say we’re going to do, staying fully engaged in the process, and delivering at a level that exceeds expectations, over and over again.

How do you keep your team’s morale high?

Managing a team and maintaining high morale isn’t about perks or pressure, it’s about clarity, consistency, and a culture that is lived out daily**.

First, it starts with clarity.

People don’t thrive in confusion. Your team needs to know exactly what is expected of them, what winning looks like, and how their role contributes to the bigger vision. When there is clarity in roles, responsibilities, and outcomes, you eliminate frustration and create confidence.

Second, accountability and support have to coexist.

High-performing teams want to be challenged, but they also need to feel supported. We hold a high standard, but we don’t leave people to figure it out alone. We coach, we communicate, and we step in when needed. It’s not about catching mistakes—it’s about building people who can operate at a high level.

Third, culture has to be more than words on a wall.

We operate from five core values, and they are non-negotiable:

The Spirit of Living is in the Giving**
Fingers in the Dirt**
Experts in Our Field**
Attitude with Gratitude**
Relationships Matter**

These aren’t just phrases, they guide how we show up every single day. No one is above the work. We stay humble, we pursue excellence, and we take care of people, both clients and each other.

At the center of it all, God is the core of our company. He is the foundation of how we lead, how we serve, and how we make decisions.

Every Monday morning, we come together as a full team, and it is non-negotiable. We start in prayer, grounding ourselves in purpose. Then we go around the room sharing wins and challenges, supporting one another and elevating each other. That time sets the tone for the entire week. It creates alignment, connection, and accountability.

Fourth, communication is everything.

Morale drops when people feel out of the loop or unsure of where things stand. We stay in front of communication, clear direction, consistent touch points, and open conversations. We move projects forward with traction, and we make sure no one is guessing.

Fifth, create an environment where people feel seen and valued.

It’s not always about big recognition, it’s the daily acknowledgment, the encouragement, and the understanding of what each person brings to the table. When people feel like they matter, they show up differently.

And just as important, we protect energy.

You have to be intentional about who is on your team and how they show up. Negativity, complacency, or lack of ownership will erode morale quickly. Protecting the culture sometimes requires hard decisions, but it’s necessary to maintain excellence.

We’ve been recognized as one of the Best Companies to Work For, and I believe that’s because our team doesn’t just work for a company that talks about values—they work for a company that truly walks them out.

Culture doesn’t happen by accident.

It takes work. It takes communication. It takes investing in your people. And most importantly, it takes keeping it about the who at all times, not just the work.

At the end of the day, a strong team is built when people feel clear, supported, connected, and part of something bigger than themselves.

Contact Info:

• Website: https://www.semmelmanninteriors.com/
• Instagram: https://www.instagram.com/susansemmelmanninteriors/
• Facebook: Semmelmann Interiors
• Linkedin: https://www.linkedin.com/in/susan-semmelmann/
• Youtube: https://www.youtube.com/channel/
• Other: https://www.tiktok.com/@semmelmanninteriors