We were lucky to catch up with Lily + Cassidy Noordyk + Coleman recently and have shared our conversation below.

Alright, Lily + Cassidy thanks for taking the time to share your stories and insights with us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

One of the things we love most about being designers is the ability to challenge industry norms—especially in the short-term rental (STR) space. Too often, we see STRs filled with fast furniture, trendy neon signs, and a “get rich quick” mindset that prioritizes cheap aesthetics over lasting impact. But we believe STRs can and should follow the same luxury standards as boutique hotels and thoughtfully designed homes.

Our approach is rooted in the belief that hospitality should be an experience, not just a transaction. Guests remember how a space makes them feel, and when investors treat design as an asset rather than an afterthought, they don’t just create a rental—they create a destination. That’s a large part of why we decided to branch into furniture design. This industry is full of pieces that will fall apart—both structurally and stylistically—year after year. We see a gap in hospitality and lifestyle spaces where furniture is often poorly specified, lacking both quality and timeless appeal.

We want to change that.

Furniture is more than just furniture —it’s woven into life’s foundational moments. It’s the chair where someone savors their morning coffee, a conversation starter heirloom piece passed down through the generations, the sofa where stories unfold. And those moments deserve pieces that last, evolve even. We want our furniture to speak of your memories and be the same place that new ones are made. What we fell in love with while developing this brand. is knowing that our furniture will elevate the guest experience by creating environments that feel thoughtfully curated, making a lasting impact. This matters because a well-designed space not only elevates comfort, but also fosters memorable moments — the real reason we’re all here.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

We’re Cassidy and Lily, the founders of Savvy Design & Co., where we’re reshaping hospitality design by bringing luxury, longevity, and intentionality to short-term rentals and high end boutique spaces.

We started in interior design as a couple gals out of college looking for beautiful spaces but quickly found that satisfaction would not create a the longevity and creative freedom we were after. We identified a gap in the hospitality space —there was a major lack of creating a unique experience in a refined and luxury way, the industry was new it relied on fast furniture, fleeting trends, and a get-rich-quick mindset. We’re here to change that. We believe hospitality should be an experience, not just a transaction, and that investing in thoughtful design leads to stronger brands, happier guests, and better returns.

We also expanded our capabilities and delved into furniture design. The industry is flooded with poorly made, disposable pieces that don’t last. We’re creating high-end, contract-grade furniture that stands the test of time—pieces that become part of the stories and memories made in a space.

What sets us apart? We don’t just design—we educate, innovate, and challenge the industry to think bigger. Our focus is on creating timeless environments that are as functional as they are beautiful. If you’re ready to elevate your space, let’s connect.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

Yes, we manufacture furniture, and transitioning from a service-based business to a product-based one has been a huge learning experience. Finding the right manufacturing partner requires a lot of research, interviews, emails, and video calls to ensure the right fit. It’s not just about quality—it’s about aligning with people who understand our vision and values.

One of the biggest lessons we’ve learned is that communication is everything. Mistakes happen—everyone is human—but a strong relationship doesn’t fall apart because of one misstep. It’s how you handle it that matters. When both sides commit to open dialogue and problem-solving, the partnership becomes even stronger, and the final product is better for it.

Have any books or other resources had a big impact on you?

Two books that have been instrumental in shaping our business mindset are “10x Is Easier Than 2x” by Dan Sullivan and “Big Magic” by Elizabeth Gilbert. 10x Is Easier Than 2x challenged us to think bigger, focus on what truly moves the needle, and let go of what no longer serves our vision. It’s helped us shift from working harder to working smarter.

Big Magic has been just as impactful, reminding us to embrace creativity with curiosity rather than fear. It’s shaped how we approach risk, trust our instincts, and pursue bold ideas without getting stuck in perfectionism. Both books have reinforced that growth comes from clarity, confidence, and staying committed to the bigger picture—less about doing more, and more about doing what truly matters.

Contact Info:

• Website: savvydesignco.com or savvyfurnitureedit.com
• Instagram: savvydesignco_
• Facebook: Savvy Design & Co
• Linkedin: Savvy Design Co

Image Credits

Amy Carroll Photography – Brand Photo
CC Photo and Film – Project Photos