WIFI Power Hour: State of the Industry Recap

On June 25, 2025, the WIFI community came together for a fast-paced and illuminating Power Hour featuring three respected leaders and experts in their fields: Julee Ireland (CEO, Julee Ireland Design), Kaytie Pickett (partner, Jones Walker LLP), and Summer Turner (VP of sales, Huali Floors). With Beth Miller (managing editor, Floor Trends and Installation) moderating, the conversation explored pressing issues like market trends, tariffs, supply chain shifts, and what’s on the horizon for the remainder of 2025—delivered from the perspectives of design, law, and manufacturing.

Whether you work in retail, operations, sales, or executive leadership, this Power Hour offered a powerful mix of real-world updates, strategic advice, and inspiration to lead with clarity and confidence.

Segment 1: State of the Market – Where We Are Now
Julee opened the session with a key trend in high-end design. She shared that:
“Wellness has become a top priority. Clients are asking more questions about the materials in their homes—what they’re made of, how they affect air quality, and how to create spaces that support both physical and mental health.” She shared that nearly all her current projects include dedicated wellness spaces, such as home gyms, saunas, or meditation rooms—reflecting a growing demand for homes that promote well-being.

From the manufacturing and sales side, Summer offered this insight:
“Commercial and hospitality channels, and big box, are still growing. Residential retail? Not so much.”

And on the legal front, Kaytie noted several risk areas on the rise:
“We’re seeing an increase in class actions tied to deceptive labeling. And with ongoing immigration scrutiny, I-9 audits and penalties are on the rise. Businesses need to stay vigilant.”

Segment 2: Tariffs, Trade & Supply Chain Strategy
Summer shared how strategic foresight protected Huali Floors from recent volatility:
“We started the process of moving our manufacturing out of China before we ever needed to—because we could see the writing on the wall. That early move protected us from a lot of pain others are feeling now.”

Kaytie offered a reminder to importers about their responsibility for compliance with import regulations and tariff enforcement:
“If your name is on the customs entry, you are responsible. It doesn’t matter where the product goes after that—you, as the importer, carry the burden.”

Julee, meanwhile, reflected on how tariffs influence luxury design:
While her clients haven’t pulled back on materials, she’s always looking for ways to balance cost-efficiency with design integrity—making smart substitutions that preserve quality.

Segment 3: 2025 Trends to Watch
Julee explained how clients now demand more than just beauty in their living spaces:
“Wellness isn’t a niche anymore—it’s a requirement. Whether it's low-VOC materials, antimicrobial finishes, or sound-absorbing surfaces, people are looking for flooring that does more than just look good.”

Summer brought up the complexity of product preferences:
“We’re seeing trends move at two different speeds—some areas still want greys and griege tones, others want warm and cozy. It’s hyper-local, and you need to be in tune with your buyers.”

BONUS SEGMENT: Looking Back, Leading Forward
Although we didn’t get to this final question during the live Power Hour, our speakers graciously shared their reflections afterward—offering heartfelt advice for their younger selves and for any woman stepping into the flooring industry today.

Julee:
“There isn't anything that hard work and dedication can't help you achieve. Start where you are and trust your voice. This industry needs more women with vision, heart, and the courage to lead.”

Summer:
“Don’t be afraid to take risks and make mistakes; you’ll learn from them! Surround yourself with people that inspire you and learn from them. Research endlessly, care about what you do and how well you do it, and become a PRO at what you do!”

Kaytie:
“You don’t have to be perfect to be valuable and competent. I was too hard on myself and imposter syndrome was tough. I’m still learning in my role, but that is where growth happens—and I hope I never stop learning and growing.”

WIFI Updates & Opportunities

📚 Mentorship Program: The fourth cohort is currently active, with applications open for the fifth round launching in the fall.

🎓 Scholarships: WIFI awards $1,000–$5,000 annually for continuing education. The latest round of winners has just been announced—stay tuned for future opportunities!

🙋‍♀️ Get Involved: Join Friends of WIFI to help support programming, mentorship, and scholarships. Individual donations start at $15/month, with corporate levels beginning at $1,500/year.

Want to Support WIFI?
Visit womeninflooring.org to learn more, donate, or get involved. Follow WIFI on LinkedIn, Instagram, or Facebook for updates and community stories.

About Women In the Floorcovering Industry
Women In the Floorcovering Industry (WIFI) is a 501(c)(3) educational non-profit that attracts, educates, and empowers women in the flooring industry. WIFI offers scholarships for post-secondary and continuing education and presents educational trainings, professional development, and mentoring programs. To learn more about WIFI, visit womeninflooring.org.