On February 4, 2026, Interior Designers of Canada (IDC) presented the Industry Sales Professionals Course (ISPC), sponsored and hosted by IDC National Partner, Lutron Electronics, at their Toronto showroom.
The event brought together designers, architects, sales professionals, and industry partners for a dynamic day of conversation focused on strengthening relationships within the A&D community. Through candid discussion and real-world perspectives, the panels explored how trust, credibility, and long-term collaboration are built beyond products and specifications.
The day’s discussions were guided by IDC CEO Trevor Kruse, who served as moderator and facilitated thoughtful dialogue across three panels.
Speakers represented prominent firms across the design industry, offering perspectives shaped by experience in commercial, corporate, and institutional environments. Panelists included:
- Donna Wood [President, Bullock + Wood Design]
- Marianna Ng [Senior Interior Designer, Associate, B+H Architects]
- Genevieve Lavoie [Senior Project Interior Designer, HOK]
- Emily Manasc [Interior Designer, Diamond Schmitt Architects]
- Mahsa Saeedi [Associate – Manager, Interior Design, Arcadis]
- Julia Vandergraaf [Business Development Lead & Senior Lighting Designer, ThinkL Studio]
- Paul Lee [Interior Designer, Mason Studio]
The panels addressed building authentic partnerships with corporate firms, supporting multi-sector collaboration, and delivering value through long-term professional relationships. Discussions reinforced a shared understanding that successful partnerships are grounded in transparency, consistency, and a strong understanding of client needs.
Attendees contributed thoughtful questions and participated in meaningful networking opportunities throughout the day.
“An account manager is not about selling product but understanding what the client needs and how they want to receive the information. The ISPC brought insight in best practices in order to truly be a solutions provider to the A&D market and be a partner with our client base. Thankful for the time from the A&D panelists and IDC for coordinating this event.”
Suzy Margorian
Account Manager, Metro Wallcoverings
« As a Centura Tile rep attending the event, I found it incredibly informative across many topics in the design industry. One of the biggest takeaways was gaining a deeper understanding of what designers truly need from an A&D rep. It reinforced that our role goes beyond product knowledge — it’s about building trust, being a reliable resource, and developing long-standing relationships with designers. Great insights and valuable conversations throughout the event. »
Anna Hodur
A&D Sales Representative, Centura Tile
“I had a wonderful time participating in the recent IDC-hosted panel discussion alongside our sales vendors and industry partners. As an interior designer, I’m often immersed in the creative process, so it was refreshing to step back and engage in an open, honest dialogue with the people who help bring our projects to life. The conversation was dynamic, insightful, and candid. We explored relationship-building, collaboration, shared challenges, and how our roles intersect in real time.
Events like this are a powerful reminder of why I value being part of this design community. When designers and vendors come together not only to conduct business but to exchange experiences and learn from one another, it elevates both the process and the spaces we create.”
Marianna Ng
Senior Interior Designer, B+H International Corp.
“Thank you so much for the opportunity to participate as a panelist, it was a great event! This was a much-needed conversation, primarily to answer questions from reps we do not always have the capacity to respond to.”
Emily Manasc
Interior Designer, Diamond Schmitt Architects
“The IDC event was an incredible kickoff to both our 2026 season and our involvement with the community. The panels offered real conversations and actionable insight into how designers want to be supported. We made great connections and walked away energized and ready to implement what we learned. We are excited to build stronger partnerships this year.”
Jonah Nieman
JEN Sales Inc.
IDC thanks Lutron Electronics for sponsoring and hosting the Toronto ISPC. As a valued National Partner, Lutron’s continued support reflects a shared commitment to advancing professional development within Canada’s design community.
« It was a privilege to host the IDC ISPC panel and bring together such thoughtful leaders from the design community. The discussion offered meaningful insight into the future of our industry, and we’re proud to support conversations that inspire innovation and collaboration. We look forward to continuing to engage with and contribute to this vibrant community. »
Mindy Wong
Design Studio Manager, Lutron Electronics Canada
Building on the momentum of Toronto’s event, the Industry Sales Professionals Course will return on April 29 and will be hosted by Euro Tile & Stone. Learn more about this event.
Contact info@idcanada.org for more information.
