In Detail Design Collective
In Detail Design Collective is a successful Pensacola-based interior design project management firm founded by Cheryl Clendenon 25 years ago. Creating and building her business from the ground up, Clendenon’s firm has earned tremendous respect in the industry as well as many accolades and awards, including two recent 2025 Designer of the Year honors from the Interior Design Society.
Her design work has been published in over 100 magazines, including House Beautiful, Meredith Publications, Fine Homebuilding, Architectural Digest, Forbes, Martha Stewart, The Spruce, Southern Living and many others.
The story of how she developed her business is quite inspirational.
“Sometime in 1999, I sat on my recently divorced friend Harriet’s sofa in East Hill, panic-stricken, thinking my life was not going as planned — I had a 4- and 6-year-old, a pretty brutal divorce and damn, I was so scared,” recalled Clendenon.
Fear and inertia hold most people back, but Clendenon let the fear propel her forward.
“My background was in sales and marketing, but I firmly believe everything I have done is what got me to where I am today and contributed to the growth and achievements of my firm. Every experience, both good and bad, is part of the mix. My first career required a lot of sales, creativity, problem solving, working with diverse people and being persuasive — all elements I embody today.
“Honestly, it was a ton of hard work, self-education, long nights, tears, fears and failures. There was no other option but success because I had two little people that depended on me and they thought their momma was the best,” said Clendenon.
Officially incorporated in 2001, In Detail began as a kitchen and bath specialist and then in 2007 began doing full-service design that has grown immensely with full home remodels and new builds.
Due to Clendenon’s vision and hard work, In Detail Design Collective is a design firm known for highly detailed work, complex problem-solving and a disciplined approach to both creativity and execution. Clendenon is actively involved in the architectural and spatial thinking behind every project her firm takes on — overseeing layout, flow, function and the decisions that shape how a home is built, renovated or transformed.
MOTHER-DAUGHTER DYNAMIC
After graduating from Florida State University and working for a furniture manufacturer, Clendenon’s daughter, Libby Carver, joined the firm as an associate designer.
“I really like the business end of it too and I blame my mom for this as she had me entering purchase orders at 12 years old,” said Carver.
According to Clendenon, the dynamic they have built works really well. Clendenon is the schematic designer most of the time, doing the heavy lifting for the plans and overall concepts of a remodel or new build.
“We work as a team on the initial design direction and concepts. I refine the schematic aspects and Libby refines the interior appointments. Liz Lapan, our vice president of operations, manages the client flow, orchestrations with contractors and, of course, keeps the rest of us on our toes. But the truth is we all have a say in every aspect. Libby and I are on hand to troubleshoot and provide design oversight once we are in construction,” said Clendenon.
“I am super proud of Libby being the lead on two first place awards we won this year from the Interior Design Society — and she was my co-designer on a project that was a finalist in the HGTV Designer of the Year awards. Libby is also a certified associate kitchen and bath designer from the National Kitchen & Bath Association.”
Clendenon feels the dynamic has been even tighter since the birth of her granddaughter, Elodie. Carver agrees.
“I didn’t think my mom and I could get closer, but then Elodie came along,” Carver said. “I will not lie and I think I speak for many first-time moms — it is really hard to leave her and go to work some days. Ok, every day!”
“But, being honest, I do not see myself as being a full-time stay at home mom. I like what I do too much and my mom worked, so I saw this modeled successfully. She began the business as a ‘mommy-centered’ business so she could take off for school events and never miss one of our games growing up. She may not have been the room mom bringing the goodies and volunteering a lot, but she showed up in so many other ways and this is how I want to show up for my daughter.”
Working together as adults brings both strength and perspective.
“It is not easy working with your parent and having them see you as an adult. I think it is natural for parents to always see you as their babies — or teenagers perhaps.”
“My mom respects my opinion, though, on most things, and I feel she values what I contribute to the team,” said Carver. “We sometimes will hash out a design plan for a client and go back and forth, but we also have learned the art of compromise and the client gets the best of this as they have more than one creative working for them.
“I think this is a huge benefit as we do work as a team on most projects and all have our role but also have a say in the final outcome of what we present. I love that about working with both my mom and Liz.”
Clendenon agrees — even if their personalities differ.
“Libby has definitive ideas on the direction of the firm. She also wants that whole work-life balance thing that people her age seem to like. Libby keeps us very grounded, which I have always loved about her even as a kid. She will say to me, ‘Mom, I love you so much but there are days when you are really A LOT,’” laughed Clendenon.
SUCCESS AND SUCCESSION
Clendenon has no plans to retire any time in the near future, but she is thrilled to have such a strong team in place with Carver and Lapan. That support allows her to do something she is passionate about — business coaching. Her trademarked Damn Good Designer brand is a multifaceted interior design business strategy coaching program.
“I have been working with other small businesses across the country for eight years and it has been very rewarding to see others thrive and build a business that is defined especially for them and their life goals. I would not have thought it 10-plus years ago, but I am loving developing business strategies for someone other than myself,” said Clendenon.
She also enjoys writing a monthly column for “Home Accents Today,” as well as hosting a designer-focused podcast with Lapan.
Carver is most content working with fewer clients but on high-quality projects.
“My mother would grow this place to infinity, I think — but then Elodie came along and she has rethought owning the world,” laughed Carver.
“I love that she has ideas all the time — and then sometimes I hate that she has ideas all the time! I am the more chill influence of the two, which is funny when you think I am the daughter here, but it’s just the way our brains are wired.
“We both get excited when we ‘hit it’ and ideas are clicking and we are in the creative zone. That is probably my favorite time with her at work — when we are working on a project side by side.”
“I do not enjoy when she nags about tracking my time or keeping up with our crazy project management system. I would say we are both passionate about design and creativity but I am quietly passionate and she is loudly passionate!”
According to Clendenon, Elodie might be the next generation to carry the firm forward.
“Her favorite thing to do right now at 11 months is to make me walk around with her while she points to things she likes.
“And interestingly enough in my house this weekend, she pointed to every single stinking piece of art I had on the wall and loved all the textural wallcoverings, so who knows — we may have a designer of some sort there!”
In Detail Design Collective
What: Full-service interior design, renovations, home furnishings and
plan reviews
Where: 1514 N 9th Ave., Pensacola
Hours: 10 a.m. to 5 p.m. Monday-Thursday; 10 a.m. to 1 p.m. Friday
Info: 850-437-0636; InDetailInteriors.com
