Episode
Wealthyist E45: Anna Franklin on the Real Psychology of Wealthy Home Design
- Podcast
- Wealthyist
- Published
- Dec 12, 2025
- Duration seconds
- 1798
- Processing state
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- https://share.transistor.fm/s/2b998ea6
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Summary
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 Journey Grew 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 Clients Two Types of Clients Today High-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 Spending Wealth 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 Wealth Full smart-home integration (Lutron, Sonos, automated showers, security, lighting scenes controlled by phone). Wellness spas at home: cold plunges, saunas, steam,…