When your association has 15,000+ members across 58 countries, it takes an exceptional individual to not only make things work but flourish. IIDA, the commercial interior design association, is working to create a more equitable and compassionate world by expanding what it means to be included and amplifying the voices of its members. It is fortunate to have Cheryl Durst at the helm as executive vice president and CEO. She’s made it her mission to spur progress, drive change, and encourage the expansion of the industry.
In honor of her 27th anniversary with the association, I thought I’d share excerpts from an article I had the pleasure of writing about Cheryl for my former publication, Forum by Mortarr. As a new writer/editor in the industry, you can imagine how HUGE this was. And Cheryl was everything I hoped she would be; kind, crazy intelligent, awesomely progressive, and hilarious. Happy Anniversary, Cheryl! Cheers!
A Life In Design
Durst was born in Toledo, Ohio. Her mother, a microbiologist, and her father, a teacher, instilled in her from the very beginning a passion for learning and curiosity. However, if you ask her mother or her husband, for that matter, they’ll say she’s just nosey (more on that later).
After graduating from Boston University with degrees in journalism and economics, Durst began what she calls her, “checkered past — although looking back it all kind of makes sense.”
She was a substitute teacher in D.C.’s public school system. She took a job with Reff Furniture, later bought by Knoll, and then with the Washington Design Center. There she met the center’s property manager, Troy Durst, and they later married. When he took a job with Chicago’s Merchandise Mart, they moved to the city.
Durst started with IIDA as director of education, and two years later the board of directors asked her to be CEO.
Jen: How would you explain the progression of your career to someone who is interested in your role now?
Cheryl: A little bit of luck, happenstance, serendipity, opportunity, you name it. I’ve been CEO of IIDA for 20 years now and I was the association’s director of education for two years prior to that. When the board asked me to come on as CEO they were on a little bit of rocky footing. They were looking to move in a different direction; to run in a different way.
You know, I was asked a similar question by a group of students at SCAD and it occurred to me that I’ve never actually applied for any job I’ve had. I’ve always had great conversations with people who offered me amazing opportunities. I became very good at asking, “But what about … ?” And because of that, in so many instances, I crafted my own opportunities. I’m grateful for the mentors I’ve had. Grateful for the folks that I’ve worked with who have been open, agile and flexible enough to match potential opportunities to my abilities and personality. It’s a little bit entrepreneurial and a little bit risk taking. I always encourage students that their careers not be black and white, that there be a lot of gray. That they say yes to professional opportunities they aren’t quite sure of, and that they have the courage they need to always be willing to make those leaps.
I have what I once-upon-a-time called a checkered past. Looking back at my resume and experiences, I remember, while I was in the midst of it, thinking that mine definitely did not follow a linear, logical path. But now when I look back, it almost makes sense. It almost looks like I planned it.
Jen: Who have been your mentors?
Cheryl: I grew up in the Midwest and went to Catholic school, kindergarten through twelfth grade. One of my first mentors, in addition to my mom, was actually a nun, Sister Kathleen. She was the Mother Superior of the order. She was, and still is, a CEO. She runs an order; she is the principal of a school. She is a strong woman. My mother was a microbiologist and ran a laboratory. I’ve always been surrounded by very strong women who were never deterred by the words you can’t, you shouldn’t, or you aren’t. Definitely though, my mom was my strongest cheerleader and mentor. I’ve always been grateful for the experiences I’ve had observing women run things.
Jen: What prepared you for your role as CEO at IIDA?
Cheryl: My husband will tell you — my mom will tell you, too — I’ve always been incredibly nosey. I would tell you I’m a culture stalker. I’ve always been really keenly observant of human beings and the human condition. And at the end of the day that is what design is about. So, I would say being incredibly observant of human beings, what they do and how they do it has been the one constant throughout all of my careers and a critical part to my success.
Jen: Looking back over your tenure with IIDA, what are you most proud of?
Cheryl: I’d say how the conversation about how vital design is to the world has grown so much outside of our industry. I feel strongly that I can’t be CEO of my organization and sit in my office. I spend 35 weeks out of every year traveling and doing presentations. Whether it be a commencement address, speaking to clients, or various associations about the importance of design. I think we do a great job talking about design amongst ourselves, and our next leap is talking about design to the client community – that outward focus. We’re celebrating our 25th anniversary as an organization this year and when you think about how the conversations about design have shifted over the years, it’s incredible. More people are talking about sustainability, social responsibility, the environment, wellness and well-being – those are all design conversations. For many, the original conversations about design centered around aesthetics and beauty. Now conversations around design have been elevated, due in no small part, to designers constantly educating their clients about the value of design. That design is efficient, functional, strategic, longitudinal and not just tactical and used to fix something. We’ve helped to create the space in which we can elevate the conversation around design. It is a really good moment for us to talk about design as it pertains to the workplace, health care, hospitality, etc., because people are realizing that they can’t get through a day or work week without encountering design — good, bad or otherwise.
Jen: What makes for a good day in your book?
Cheryl: Regardless of where I am, a good day is when I can talk with our members about what they are doing, what is going on in their chapters, and what needs they might have. I never want to have a day where I don’t have a conversation with a designer, or with someone who is a member of IIDA. I also write every day – whether it is a presentation I’m working on, or something for myself. I consider myself a writer and its part of my creative expression. I’m currently playing around with a couple of book ideas. I also really like the feeling that I’ve accomplished something, meaning I’ve started and finished something. That might sound funny but being able to accomplish something on a regular basis is huge. We’ve implemented “No Meeting Wednesdays” here at IIDA, so come each Wednesday, no meetings. You can respond to emails and work on projects. It’s the whole idea that you can come into the office, start a project and finish it by the end of the day. It’s been tremendous for us.
Jen: What advice would you give students or those new to the industry?
Cheryl: I definitely tell students when they start at a new firm, dealership, manufacturer – wherever they find their design degree has taken them – to make connections throughout the organization. Look for a mentor, ask great questions, ask people the questions you don’t get to ask when you are in an interview. Really work hard to understand the culture of your new work place and become involved with it. I particularly tell young designers to be a brand champion for the place you work. Organizations aren’t just looking for employees, they are looking for brand and culture champions and you can’t be that if you aren’t a part of the fabric of the place you work.
Jen: Last question, what is on your night stand right now?
Cheryl: Oh, I love it! I have a reading list I share whenever I give a presentation. I have a Kindle because I travel so much, but right now on my night stand are two books. Once is a book from National Geographic called “Drives of a Lifetime: 500 of the World’s Most Spectacular Road Trips.” My husband and I love to take road trips. I’m also reading a book called “Educated.” It’s No. 1 on The New York Times Best Seller list as a memoir and it’s been named one of the best books of the year. The author was 17 years old the first time she set foot in a classroom and the book is about her quest to learn. What I love about it is we are all life-long learners. It really takes me back to my roots. My father was an educator. Learning is just one of the most human things we can do. Just like design is something that makes us human, so is learning.
This article was originally published in 2018 on forum.mortarr.com and has been altered slightly for this publication.
Jen Levisen is a writer, editor, and content strategist passionate about connecting and storytelling and using both to highlight impact. She is the Director of Communications for mindful MATERIALS and hosted 2023’s Impact Icons podcast, an Imagine a Place Production. Connect with Jen at LinkedIn > https://www.linkedin.com/in/jenlevisen/ or through email > levisen.jennifer@gmail.com.