Our rule is to always be authentic and to never fall short of truly being yourself.
Crystal Russell, founder and CEO of TVL Creative in Denver, Colorado, speaks to a passion for creating unique spaces and her approach to life and design.
How did you get started in the business?
It’s been a long road! I went to design school as an undergrad, then received a graduate degree in architecture. From there, I continued pushing forward. I always wanted to be a designer and knew that my love for the industry wouldn’t stop at grad school.
Tell us something about yourself most people would be surprised to know.
I’m a big introvert! As the CEO and the general face of the company, I often struggle with this. When folks meet me, they are always surprised to hear that I consider myself to be an introvert. I’m great at public speaking, wildly social and chatty at industry events. In face-to-face conversation, I never seem to tire. But, my goodness, those things wear me out! I really have to build my energy to do any of them. My favorite and most productive time is spent in quiet solitude, in my office: cozied up with candles, good music and lots of computer time.
What inspired you to start your own firm?
I have always been entrepreneurial at heart and interested in starting my own business. But after becoming generally disheartened by the interior design industry, that was the biggest motivation for me to start TVL. As a professional designer, I felt strongly that the industry was too exclusive and elitist to provide meaningful design services to folks of all budgets. My undergrad studies taught me so much about the powerful psychological implications of good design and its impact on people from all walks of life. After that, my experience working in the industry, combined with a strong passion to create a wholly authentic and completely approachable company that serves up amazing design, birthed TVL.
How did you select the name TVL? What does it mean to you?
TVL stands for “This Visionary Life.” I came up with the name while describing my feelings on being a creative in this world. I was discussing the power of being an artist and someone who can translate a concept into physical form. I kept returning to the statement about the power of living “this visionary life,” and it stuck! I shortened it to give the brand legs and add a little mystery.
What makes your firm unique?
In my opinion, so many things! For one, we offer high-end design solutions but are also completely approachable and undeniably authentic. We read as a more “alternative” firm when compared to our peers in the industry. We are what some have described as eclectic and youthful; every member of our team is under 40 years old, and we proudly host a collection of funky haircuts, independent personalities, tattoos and fun styles. Our rule here is to always be authentic and to never fall short of being truly yourself. We are also unique in our technological capabilities. Because every employee in the company has mastered the art of complex photorealistic digital modeling and rendering, it’s a service we offer all of our customers—which is pretty much unheard of. We offer a truly full-service approach under one umbrella with design and construction services completely in-house. This makes it possible for our clients to move seamlessly from the design and planning stages to the construction phase without ever leaving our company’s hands.
What role does social media play in your business?
A huge one! We not only use social media religiously to share our own work and invite folks into the world of TVL, but we also use it regularly to follow other designers and stay on top of what’s happening in the world of architecture.
How does Waypoint help you achieve your design and remodel goals?
We love Waypoint and have been partnering with them since we were founded in 2013. We love the quality of the products and the ease of designing with the product lines. Our customers always love the look and operation of the cabinets, and our installers always comment on the ease of installing Waypoint products as well. We create beautiful and engaging spaces for customers at a fair price point, and that goes a long way to helping make renovation dreams come true.
What’s your biggest measure of success?
Client satisfaction. We love it when, after all of the stress of a renovation, a customer is just totally in love with their finished space. It is so rewarding to watch a customer live and thrive in a space that we have curated for them.
Crystal Russell has, in fact, created a company that brings “This Visionary Life” to life. Her team of extraordinarily talented designers creates one-of-a-kind living spaces that homeowners love. In short, her vision allows homeowners to realize theirs!
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Meet The Designer
As lead Kitchen and Bath Designer for Waypoint Living Spaces®, my goal is to become a partner and support you in the creation of beautiful living spaces. As a busy mother of two, I have a true understanding and appreciation for a well-designed, functional space. That's why I'm here - to deliver expert support and content that makes your job easier. Together, let's achieve exactly what you have in mind!
Jennifer LeMarr, CKBD
Certified Kitchen and Bath Designer