Last week, I had the pleasure of attending The Armina Design Connection at the Armina Stone showroom in Cranberry—an event that felt equal parts polished, generous, and genuinely inspiring.
Founded by Emre Basmon, The Armina Design Connection is a thoughtfully curated series brought to Pittsburgh with the intention of giving back to the design community. These gatherings are designed to foster in-person connection while offering meaningful professional growth opportunities—something our industry deeply benefits from, and often craves.
From the moment we arrived, it was clear this would be a special morning.
An Elegant Setting for Meaningful Connection
The event unfolded over a fully catered brunch that felt indulgent yet relaxed. Designers and industry professionals mingled around a massive granite island, mimosas in hand, reconnecting with familiar faces and meeting new ones. A make-your-own crêpe station—complete with Nutella, whipped cream, and an array of toppings—added a playful, thoughtful touch that set the tone for the morning.
I attended alongside my intern, Hannah, an interior design senior at Chatham, and it was especially rewarding to experience this event through both a professional and mentorship lens.
Meet the Keynote: Katie Gutierrez of Errez Design
The keynote speaker for the morning was Katie Gutierrez, Miami-based interior designer and founder of the boldly maximalist Errez Design. Katie also happens to be the designer behind Armina’s Miami showroom, making her presence feel especially full-circle.
Just before she took the stage, Hannah and I had the chance to chat with Katie. She was dressed in a luxe chartreuse velvet dress paired with striking gold rhinestone boots—an outfit as confident and expressive as her work. Being from Miami, she joked about how excited she was to finally wear her cold-weather wardrobe and took delight in seeing the lingering piles of snow from Pittsburgh’s recent storm. Warm, funny, and effortlessly magnetic, her energy was contagious.
(As a side note: she had just finished the Stranger Things finale—proof that even powerhouse designers unwind like the rest of us.)
Stand Out to Scale Up
After a warm introduction by Emre and Maciala, we were ushered into a large training room where Katie delivered her keynote: “Stand Out to Scale Up.”
From the start, Katie encouraged lively audience participation and shared her journey as a design business owner with refreshing honesty. She spoke about her early years—being a people pleaser, defaulting to what clients asked for, and designing from a place of safety rather than conviction.
That shift, she explained, changed everything.
One story in particular stood out. A married couple—both successful graphic designers—came to her asking for a white kitchen “because it’s good for resale.” Instead of defaulting to expectation, Katie challenged the idea. She proposed chalkboard cabinets, giving them a surface to draw, doodle, and interact with daily. The clients loved it. The kitchen went on to be featured in a national magazine.
That moment became a turning point.
Biometric Design: Creating a Unique Fingerprint
From experiences like this, Katie developed her signature philosophy: Biometric Design.
Her approach treats every home as a completely unique fingerprint—one that could only belong to that specific client. She begins not with Pinterest boards or trends, but with a single, powerful question:
“How did you grow up?”
The idea is simple yet profound: each person’s upbringing shapes how they see, feel, and move through the world. Katie gathers this personal data and synthesizes it through six core design elements, applying them intentionally to the interior. The result is a space that doesn’t just look beautiful—it feels deeply personal, layered, and authentic.
No two projects are ever the same. And that is precisely the point.
A Meaningful Close
At the end of the event, I thanked Katie and shared that I had recently rebranded my business. She was incredibly kind, generous with her time, and offered thoughtful insight on how I could continue refining my message. It was one of those brief conversations that stays with you—affirming, energizing, and grounding all at once.
Final Thoughts
This was a truly classy, well-executed event by Armina—one that celebrated not just materials and design, but community. I left feeling grateful for the camaraderie of fellow designers and inspired by a powerful reminder:
The path to growth isn’t about blending in or following formulas. It’s about standing out—by being exactly the very special snowflake you were always meant to be.
And honestly? We could all use more of that energy. ✨
