Some projects don’t start with a plan.
They start with a feeling you can’t shake.
For me, the Greencrest Collection began with a conversation I didn’t expect and a place I hadn’t yet seen.
A Meeting That Felt Anything but Random
I met Jenn at a mastermind in Florida. I’m based in Arizona, she’s from Michigan, and somehow we ended up at the same table, in the same room, at the same moment in our lives.
That particular mastermind group had been meeting for nearly a year, and this time there was an open seat. In walked a woman wearing a beautiful floral dress, calm and grounded, who immediately brought warmth into the room. When it came time for introductions, I found myself paying extra attention to her.
At that stage in my business, things felt heavy. I was there to learn, yes, but also to be supported and challenged in new ways. Jenn felt like someone who understood that space without needing explanation.
The Lunch Break That Changed Everything
During lunch, Jenn shared more about her work and the property she owns, Greencrest Manor. She mentioned she had followed Urbanwalls for years and immediately understood what we do.
What surprised me most was how quickly she could see a future for our work within the luxury wedding world. She didn’t just “get it”, she could already imagine it.
The next morning, we met for coffee and talked about business, creativity, and long-term vision. She showed me photos of Greencrest on her phone, and I remember feeling it instantly. That pull. That sense that this place mattered.
Saying Yes Before Knowing How
As we talked, I shared some of my hopes for Urbanwalls and where I believed the brand could grow. Without hesitation, Jenn invited me to a retreat she was hosting at Greencrest, bringing together wedding planners, photographers, and creatives from across the luxury wedding industry.
Two weeks later, I was on my way to Michigan.
It wasn’t my industry. It wasn’t my comfort zone. But it felt important to be there.
Experiencing Greencrest for the First Time
Arriving at Greencrest was overwhelming in the best way. I was surrounded by incredibly talented creatives, all deeply rooted in the wedding world. I came ready to listen and learn.
But I also stayed on the property.
I walked the manor slowly, room by room. Only a handful of spaces had wallpaper, and what existed felt original to the home. Each room had its own personality, its own energy.
The hospitality was unforgettable. The food, the care, the attention to detail. This is what Greencrest is known for, creating an experience where people feel genuinely looked after.
And quietly, something began forming in my mind.
Noticing What Could Be, Not What Was Missing
Before ever bringing an idea to Jenn, I wanted to understand her design language. How she styles spaces. What she gravitates toward. What she would never change.
I wanted to feel the rhythm of the house.
So I measured every room.
Jenn was busy hosting the retreat and caring for her guests, and I kept all of that information to myself. I knew this wasn’t the moment yet.
But I also knew I wanted to do something here.
Why Greencrest Felt Like More Than a Venue
Jenn had incredible ideas for how Urbanwalls could work within the wedding industry, from backdrops to focal walls and styled installations. And she was right, there is space for that.
But my heart kept coming back to the manor itself.
I didn’t want to overlay something trendy or temporary. I wanted to enhance what was already there. To add thoughtful character to the walls while respecting the history of the space.
Greencrest didn’t need a transformation. It needed elevation.
Trusting Timing Over Urgency
Wedding season arrived quickly, and Jenn’s focus shifted exactly where it should, to her couples and events. Greencrest is a seasonal destination, and those months are full.
So I waited.
Not because I doubted the idea, but because I trusted the timing.
In my heart, I knew it wasn’t a question of whether we’d work together, only when.
The Call That Set Everything in Motion
As soon as wedding season wrapped and Jenn entered her quieter months, I reached out and asked if she would consider creating a wallpaper collection together.
I had the team.
I had the vision.
I had the commitment.
Her answer came quickly and wholeheartedly.
Yes.
Why This Project Had to Be Experienced in Person
From there, things moved intentionally. We planned a return visit with our creative and production teams. We would walk the manor together, hear Jenn’s story in full, and document the process as it unfolded.
This couldn’t be a collection created behind screens.
I wanted my team to feel Greencrest, to understand its history and energy. And I wanted our community to see how real collections are made, through conversation, revisions, and patience.
In a world where everything feels automated, this mattered.
Designing Slowly and With Purpose
This project will span nine months of the year, and that’s by design.
Greencrest invites you to slow down. To notice details. To appreciate beauty as it changes with the seasons.
We’re designing through fall, winter, spring, and summer because Greencrest shines in every one of them. From changing leaves to snowfall to gardens in full bloom, each season shapes the collection.
Letting the Grounds Lead the Design
Our goal is to create timeless wallpapers inspired directly by the property itself. The gardens. The movement. The feeling of being somewhere you don’t want to leave.
Designs that feel collected, classic, and rooted in place.
And a collection that allows people to take a piece of that feeling home.
Why This Story Matters
This collaboration isn’t about a quick release or a virtual launch. It’s about trust, care, and building something meaningful with another creative.
We’re sharing the process openly, the decisions, the changes, the moments that don’t land, and the ones that do.
Because that’s what real design looks like.
And that’s when I knew Greencrest didn’t just inspire an idea.
It called for its own collection.
