Some ideas don’t come from strategy meetings or spreadsheets.
They come from people.
This one started with a chair.
How I Met Jenn (and Why It Felt Meant to Be)
I met Jenn at a mastermind in Florida. I’m from Arizona. She’s from Michigan. We met halfway, in a room of business owners who had been gathering together for almost a year, learning, growing, and navigating business and life side by side.
This particular mastermind had one empty seat.
In walked a woman wearing a beautiful floral dress, calm, warm, and completely herself. She took the seat, and when it was time to go around the table and introduce ourselves, I remember being immediately drawn to her energy. At that point in my business and my life, things felt heavy. I was there to learn, to steady myself, and to find support.
Jenn felt grounding.
The Conversation That Changed Everything
During our lunch break, Jenn showed me what she did. She told me about Greencrest Manor. She told me she had followed Urbanwalls for years and immediately understood what we do and where we could fit in the luxury wedding space.
She could see it before I even said it out loud.
We met for coffee early the next morning and talked about business, creativity, and vision. She showed me photos of Greencrest on her phone, and I swear something clicked instantly. I fell head over heels before ever stepping foot on the property.
It wasn’t just beautiful. It felt intentional.
The Invitation I Couldn’t Say No To
I shared some of my dreams for Urbanwalls, where I hoped the brand could go, and without hesitation, Jenn invited me to a retreat she was hosting at Greencrest with wedding planners, photographers, and creatives in the luxury wedding industry.
She invited me to Michigan. Two weeks later.
It was out of my industry. Out of my comfort zone. And exactly where I knew I needed to be.
Walking Greencrest for the First Time
When I arrived at Greencrest, I was surrounded by some of the most talented creatives in the Midwest. I was there to listen and learn, and I did.
But I also stayed on the property. I walked the manor room by room. Only a few spaces had wallpaper, and what was there felt original to the home. Every room had its own personality. Every hallway, bathroom, and vestibule felt like it was waiting to tell a story.
The hospitality was unmatched. The food was incredible. Every detail was cared for. This is what Greencrest is known for.
And quietly, in my mind, something started forming.
Seeing the Possibility Before Saying a Word
Before I ever pitched an idea to Jenn, I wanted to understand her style. How she designed. What she loved. What she gravitated toward. What already existed that should never be touched.
By faith and maybe a little instinct, I measured every room.
Jenn was busy hosting the retreat, juggling guests, schedules, and logistics, so I tucked all of that information away. I knew the timing wasn’t right yet.
But in my heart, I already knew I wanted to do something here.
Why Greencrest Felt Different
Jenn could clearly see how Urbanwalls could work in the wedding industry through backdrops, focal walls, bars, and installations. And she wasn’t wrong, there is space for that, and we’ll pursue it.
But my heart kept coming back to Greencrest itself.
Not changing it. Not reinventing it.
Elevating it.
Adding layers of character to the walls while honoring the history of the manor. Creating something timeless that felt like it had always belonged.
Waiting for the Right Time
Wedding season came quickly, and Jenn was in the thick of it. Greencrest is a seasonal powerhouse, and her focus was exactly where it needed to be.
So I waited.
Not because I wasn’t sure, but because I was.
I knew it wasn’t a matter of if we’d work together, but when.
The Call That Started Everything
As soon as wedding season wrapped and Jenn entered her off-season, I picked up the phone and asked if she’d be interested in creating a wallpaper collection together.
I had the team.
I had the vision.
I had the heart for it.
She didn’t hesitate.
She said yes.
Why This Couldn’t Be a Virtual Collection
I immediately put a plan in motion. We would come back to Greencrest in November with our creative and production teams. We would tour the manor, hear Jenn’s story, and capture the process as it unfolded.
I didn’t want this to be another collection created behind screens.
I wanted my team to experience Greencrest. I wanted our community to see how a collection like this is actually built, the decisions, the pauses, the missteps, the refinements.
In a world where AI can generate everything instantly, I wanted to show something real.
Designing With Intention, Not Speed
This project will take nine months of the year to bring together, and that’s intentional.
Greencrest is about slowing down. About presence. About enjoying the simple things. About beauty that unfolds over time.
We’re designing through every season, fall, winter, spring, summer, because Greencrest is beautiful in all of them. Whether it’s autumn leaves, a winter snowfall, or gardens in full bloom, each season informs the designs.
Bringing the Outdoors In
The goal is to create classic, timeless wallpapers inspired by the grounds themselves. Florals. Movement. Texture. Designs that make you want to linger.
A manor you never want to leave.
And a collection that lets you take a piece of that feeling home.
Why This Story Matters
This collaboration isn’t about a product drop. It’s about care. Timing. Trust. And building something with intention.
We’re going to share the process honestly, the wins, the things that don’t work, the changes, and the moments of clarity.
Because that’s how real collections are made.
And this was the moment I knew Greencrest didn’t just inspire a design.
It deserved its own collection.
