Jennifer Looney, founder of JL Signature Designs
All photography: CatMax Photography
With the Woman Wednesday series, CatMax Photography introduces you to exceptional female entrepreneurs who have gone through the CatMax Personal Branding Experience.
Today, we invite you to meet Jennifer Looney, founder of JL Signature Designs and an interior designer celebrating a remarkable 25 years in business. From her early days working at a kitchen table to designing for Fortune 500 executives, Jennifer has built a reputation for tailored luxury interiors and custom window treatments that marry detail with empathy. A regular Best of Houzz winner and avid world traveler, she recently relocated her firm from Nashville to Atlanta, rebranding to reflect her elevated vision. Here, Jennifer shares her journey of resilience, the power of strategic partnerships, and how her new branding photos celebrate a quarter-century of intentional design.
What does achieving 25 years of design excellence mean to you personally and professionally?
Achieving 25 years in business is both deeply personal and incredibly meaningful. Over the years, I’ve been blessed to work with amazing clients and talented vendor partners in some of the most beautiful homes and locations. This milestone reflects the power of collaboration, trust, and strategic partnerships, because our success is truly shared. I’m grateful for those who believe in my vision and have chosen to walk alongside me, and I’m inspired to continue elevating the art of custom design for many years to come.
Can you share the journey of how JL Signature Designs (formerly known as JLS Designs) started and grew into a leader in luxury residential interior design and unique window treatments?
JL Signature Designs began 25 years ago with a belief that a home should feel like a sanctuary, and that thoughtful design can genuinely change how people live and feel. What started as JLS Designs at my kitchen table; balancing motherhood, creativity, and courage, grew one relationship, one referral, and one meaningful project at a time.
I learned every part of the craft, from fabric selection to installation, because excellence mattered and every detail held purpose. As the work grew from custom window treatments into full-service luxury interiors, the business evolved into JL Signature Designs, a reflection of a more refined vision and a deeply personal commitment to intentional design.
This milestone is more than an anniversary; it's a celebration of resilience, trust, and the partnerships that made it possible. I’m profoundly grateful for the clients who welcomed me into their homes and the vendor partners who believed in my vision. And as I look ahead, I’m filled with excitement knowing the most meaningful chapters are still to come.
How has the ability to evolve and pivot been a key strategy for JL Signature Designs over the last 25 years? How did you know each time you made a change that it was time to do something different?
The ability to evolve and pivot has been essential to the success of JL Signature Designs. Over 25 years, I’ve learned that growth happens when you listen to your clients, to the industry, and to your own intuition. Each time the business reached a turning point, there was a clear sense that it was time to step into something new.
One of the most meaningful pivots came in early 2024, when I rebranded from JLS Designs to JL Signature Designs after relocating the business from Nashville to Atlanta after more than 20 years. That shift represented more than a new name and a new city; it reflected a refined vision, elevated goals, and a commitment to the level of luxury craftsmanship and personalized service the brand had grown into.
For me, change has never been about risk. It has been about alignment. When the work, the market, and your instincts say it’s time, you listen, and you grow.
What else has been crucial in making it possible for your firm to achieve this 25-year milestone?
What has made this 25-year milestone possible goes far beyond design work alone. It has been the trust of clients who welcomed me into their homes and continued to return and refer others. It has been the strength of strategic partnerships; vendors, workrooms, installers, and craftsmen who share the same commitment to excellence and bring every detail to life.
Continuous learning has also been crucial, staying engaged in the industry and embracing growth through organizations like the WCAA and IDS. And ultimately, resilience has been the thread running through it all, moving forward with purpose and faith through every challenge, transition, and new chapter.
My success has never been just mine. It has been a collective effort rooted in trust, partnership, and perseverance.
When you think back to your first few years in design, what stands out most?
When I think back to those first few years, what stands out most is the combination of passion, perseverance, and possibility. I remember saying yes to every opportunity, learning by doing, and pouring my heart into each project, no matter the size. I wore every hat and embraced every challenge with determination and excitement. What truly shaped those early years were the relationships built at kitchen tables, the trust clients placed in me, and the realization that design was not just a career, it was a passion and calling. Those beginnings taught me resilience, resourcefulness, and the importance of showing up with excellence, even when no one was watching.
Can you share a challenging project that taught you something valuable?
One challenging project that taught me a great deal was a whole-home design that required custom window treatments in nearly every room, each with unique technical and architectural demands. Coordinating complex details, multiple vendors, and tight timelines pushed me far outside my comfort zone.
What that experience taught me is the value of preparation, communication, and strong partnerships. It reminded me that challenges aren’t setbacks; they are opportunities to problem-solve, elevate the process, and strengthen trust with clients and collaborators.
The most demanding projects often become the most rewarding, because they reveal what you’re truly capable of.
Who are the people and businesses in your village you’d like to recognize for helping your firm get to where it is today?
There are so many people and businesses who have played a vital role in this 25 year journey. I’m deeply grateful for the clients who trusted me with their homes and continued to return and refer others; your loyalty is the foundation of my success. I also want to recognize the incredible vendor partners, workrooms, installers, fabric reps, and craftsmen who bring excellence to every project. This work is only possible because of the strength of those partnerships.
I’m thankful as well for the support and inspiration of the WCAA community, both national and local, my local design community, and for my family and friends, whose encouragement has carried me through every chapter.
This milestone belongs to all who have supported, partnered, and believed in the vision. I’m truly grateful.
Celebrating 25 years in business is a big part of your marketing in 2026. What story are you hoping to tell through your new branding photos for the occasion?
Through my new branding photos, I want to tell a story of evolution and confidence, a visual celebration of 25 years of craftsmanship, growth, and dedication to beautiful, intentional design. I hope the images reflect the luxury and refinement of JL Signature Designs today, while also honoring the authenticity, warmth, and personal connection that have shaped the journey from a kitchen-table beginning to a recognized design studio.
It’s a celebration of where I’ve been, who I’ve become, and the exciting future ahead.
What photos from the shoot are your favorites, and why?
My favorite photos from the shoot are the ones that capture the authentic and fun side of me. Those images reflect the heart of what I do: craftsmanship, creativity, and intention, while still having fun.
I also love the confident portraits because they symbolize how far the journey has come and the strength of stepping into this 25-year milestone.
Together, they tell the story of passion, evolution, and purpose.
What does the next chapter look like for JL Signature Designs, and what new opportunities are you planning to pursue?
The next chapter for JL Signature Designs is about growth, innovation, and deeper collaboration. I’m excited to expand our focus on luxury interiors and bespoke window treatments, build stronger partnerships with builders and architects, and broaden our reach across the Southeast and beyond. I’m also looking forward to continuing my leadership and mentoring work within the WCAA and the design community.
The future feels bold, purposeful, and full of new opportunities, and I’m excited for what’s ahead. Cheers to the future!
Stay up to date with Jennifer and JL Signature Designs on Instagram at @jl_signaturedesigns. To learn more about the CatMax Photography Personal Branding Experience, click here.