{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Wealthyist","title":"Wealthyist E45: Anna Franklin on the Real Psychology of Wealthy Home Design","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/2b998ea6\"></iframe>","width":"100%","height":180,"duration":1798,"description":"Host: Anthony Mlachnik (Senior Wealth Advisor, Annex Private Client)Guest: Anna Franklin – Founder & Creative Director of Stonehouse Collective (Milwaukee/Wisconsin-based luxury interior design firm)Anna’s JourneyGrew up in small-town Wisconsin → studied Public Relations → moved to Chicago for event planning & major-gift fundraising (10 years).Met husband in Chicago, moved back to Wisconsin (Whitefish Bay, Milwaukee area) ~10 years ago to raise family (now 3 kids).After first child, rediscovered creative passion → accidentally fell into home staging → became “the stager of Milwaukee” → pivoted to full interior design during 2020/COVID.Not a formally trained designer; acts as creative director/entrepreneur.Grew Stonehouse Collective to 15 employees (5 full-time designers), opened first retail store in Shorewood in March 2023, and hit record revenue in 2025.Key Themes & Insights on Wealthy ClientsTwo Types of Clients TodayHigh-customization, unique, heirloom-quality (willing to pay $30k for a sofa).Want the “look” but at the lowest possible price (tariffs & cost pressures pushing this segment).Psychology of SpendingWealth does not equal willingness to spend on furniture/design.Some ultra-wealthy clients buy the $3k sofa because “they don’t care about furniture.”Some middle/upper-middle clients will stretch or max out credit for fully U.S.-made, 40-hands-touched heirloom pieces because that is what they value.It’s never about the dollar amount; it’s about personal values, legacy, memories, and emotional connection.Trends by DemographicYounger / Millennial / Liquidity-Event WealthFull smart-home integration (Lutron, Sonos, automated showers, security, lighting scenes controlled by phone).Wellness spas at home: cold plunges, saunas, steam, red-light therapy — all ideally in one integrated wellness room.Hitting all five senses the moment they walk in (scent, sound, light temperature, etc.).Boomers / 60s–70sSurprisingly also adding wellness/spa elements (many now want...","thumbnail_url":"https://img.transistorcdn.com/qGrVF3x5hFIhTcfRmZqwI5cWDYeStA3lwZ1z54k8q18/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83MWRm/YWQ1NmRjOWIwNmNm/MjExZmE3MjViNTU0/Njk5NC5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}