Evolving with Intention: Lessons from Jennifer Ramsey Interiors
Sacramento-based firm Jennifer Ramsey Interiors is hitting fantastic strides seven years into the business
With over a decade of experience working in design, founder Jennifer Ramsey has served a wide range of clients — from the budget-conscious to the ultra-high-net-worth (UHNW). What might surprise you is that UHNW clients aren’t necessarily her favorites.
Jennifer generously shared her time with me to talk about how ideal clients can evolve, how early partnerships shape a business, why she intentionally chose to keep her studio boutique-sized, and how refining her firm’s message clarified everything.
Photography by Nicole Dianne, for Jennifer Ramsey Interiors
From Inspiration to Expertise
Jennifer’s journey into interior design was inspired by her aunt, also a designer. After studying design, she jumped straight into the field, landing a job at a high-end interior design firm in the San Francisco Bay Area.
“It was a wonderful experience and an amazing job. I learned so much about how this industry operates. I took so much away — more than I ever realized.”
Those early years gave Jennifer deep insight into the craft of designing for clients with generous budgets. But they also revealed some realities of working with UHNW clients:
“Sometimes we were called to change a lightbulb and I thought, ‘I don't know if this is the level that I want to work at.’ ”
When she moved to Sacramento, she noticed a different type of clientele — family-oriented, approachable, and more relatable. That realization became pivotal.
Photography by Nicole Dianne, for Jennifer Ramsey Interiors
Refining the Client Focus
Seven years into the flourishing success of Jennifer Ramsey Interiors, Jennifer made a deliberate shift to focus on family-oriented clients with means, who value her expertise and trust her process.
She learned that when clients are financially stretched, they tend to micromanage and trust less, which makes projects more stressful. In contrast, her ideal clients are affluent yet approachable — easier to build relationships with, and more likely to trust her vision.
The Power of Strategic Partnerships
Early in her business, Jennifer connected with a contractor who was just one year into his own company. That partnership proved to be both beneficial and enduring.
Her business didn’t grow through paid ads or aggressive marketing — it grew through genuine relationships and excellent work. This contractor relationship became a steady source of high-quality projects, showing how smart partnerships can lay a strong foundation.
Embracing the Boutique Studio Model
Like many studios, Jennifer initially hired a small team as the business grew. But over time, she realized that bigger wasn’t necessarily better.
“Even realizing that is okay too. It's really hard when you see that all the time, especially on social media, and to compare yourself and be like, ‘Oh, that's what I'm supposed to do.’ And it's like, no. That's not for me.”
By reducing her team to the essentials, she created a true boutique firm experience — carefully staggering projects, staying deeply involved, and ensuring every client receives a white-glove level of service. This choice brought more fulfillment to Jennifer and her team, and more personalized attention for her clients.
Clarity in Messaging Attracts the Right Clients
A turning point came when Jennifer worked with a brand strategist to refine her firm’s messaging. Her original website was too broad, attracting clients who weren’t the right fit.
“I worked with Renee over at Tandem to shift the narrative and update everything, and I feel like that's going to be huge in the next few months.”
The lesson is clear: if your messaging doesn’t reflect your current direction, you’ll keep attracting the wrong leads. Jennifer’s updated messaging now clearly conveys her process, values, and style — attracting the kinds of clients she truly wants to serve.
A Signature Design Philosophy
Jennifer’s work is deeply inspired by California’s natural landscape:
“I'm really inspired by natural elements. I like really clean lines in my designs, but I like to mix them with texture. Layers of texture, materiality, and a balance of materials in a space are so important. I lean toward warm tones, bringing the outside in — something I learned from my aunt as a teenager.”
This connection to nature and emphasis on layered textures has become a defining signature of her aesthetic.
Photography by Nicole Dianne, for Jennifer Ramsey Interiors
A Proven Process That Puts Clients First
Interior design is inherently personal, and Jennifer’s firm leans on clear, structured processes to make every project seamless. From the initial discovery call to the final presentation, every touchpoint is planned so clients always know what to expect.
“One is a visual questionnaire with inspiration images that they've either pulled or we pull for them. We find out how their mind works. Do they entertain a lot? How many people do they need at their dining table? Do they like to eat on their sofa? All those little things that people do when they're in their homes — we try to get to the bottom of that.”
Final Thoughts: Growth Through Clarity and Intention
Jennifer Ramsey’s story is a masterclass in growing a business intentionally.
From refining her ideal client profile to embracing the boutique model, building smart partnerships, and clarifying her message — every choice was made with care.
Her journey is a reminder that success doesn’t always mean scaling up. Sometimes, it means scaling with purpose — choosing the clients, the team size, and the messaging that align with your true vision.
With a refined eye for natural textures and a boutique approach to every project, Jennifer Ramsey has carved a beautiful niche in California’s design landscape.
To see more of her wonderfully elegant, ultra-livable work— visit Jennifer Ramsey Interiors.
Credits: Jennifer’s headshot is by Whitney Dianne. All design work is produced by Jennifer Ramsey Interiors, and shared with West Coast Writing House with permission.
Jennifer Ramsey Interiors, contact: info@jenniferramseyinteriors.com
💡 If this was helpful, you’ll love my Tuesday note—one tiny, practical shift to your words and client experience, so luxury clients see you, choose you, and refer you. You are welcomed to join here.
Shehla Lucanera
Copywriter & Founder, West Coast Writing House
Luxury Client Experience Consultant
