PERSONAL LIFE
What would people be surprised to find out about you?
People would be surprised to know that I see myself as more of an introverted person than I put on in public settings. Putting myself out there for this article is harder than I thought it would be. There are so many bits and pieces of life that are not visible in the public realm that when I answer these questions, I find it difficult to decide the best answer. I think more deeply about topics than what may be intended in a conversation, sometimes leading to uncomfortable moments.
What is your life purpose? Do you have a personal mission statement for this phase of your life?
I seek joy and live in appreciation for the little things. I strive to be kind, help people reach their goals, and leave things and places better than I found them. If I can support someone in their personal and work pursuits by sharing my experiences, I want to do that; it means a lot to me. If I can support an organization in its efforts by sharing my skills, it is important to give my time.
What drives you?
Every day is a gift, and I am thankful for that. I am grateful daily for my family, the people in my life, the projects I am involved in, the events I’m looking forward to, and the clients I get to engage with that day. I try to live every day with a smile, not just outwardly, but feeling and sharing it.
What have been the most valuable lessons you have learned?
One of the most valuable lessons I have learned is how to treat people. I didn’t put the pieces together until I was in a leadership role. Growing up, I was surrounded by family members who were managers in some form: coordinating a hospital floor, managing an educator supply store, managing a bank clearing house, being a Boy Scout leader and den mother, and owning a waterbed furniture store. Inevitably, everyone talked about their days, the people and situations they encountered, how the interactions went, and how they solved issues. Some of those conversations must have sunk in as I often think back to how they would have handled a situation.
Do you have morning rituals or daily habits that enhance your life?
My morning habits are often interpreted to mean I’m not a morning person, yet I feel that I’m more intentional than that sounds. I start my mornings off slowly on purpose. What I mean by that is I have learned that rushing out the door does not make a great day for me; stress that early often means stress all day long. I pause in the morning, make myself a real breakfast (egg and sometimes toast), and maybe catch up on a YouTube channel, a snippet of a streaming series, or a crochet project before starting my work day. Having that time just to focus on something non-critical helps me ease into what may be a hectic day.
What are your non-negotiables?
I protect important family days, such as birthdays, anniversaries, planned celebrations, etc. Family has to come first, not just for me personally but also for my team. I know what it is like to miss something, and I don’t want to be the reason a team member misses an important family occasion.
What habits have you built into your life that increase your stamina and help you power through long days?
It feels like my answer should be an insight into a secret formula or program that I use, but there isn’t one. Over the years, our family has picked up on phrases or quotes from movies and commercials that have stuck with us for various reasons. These quotes will be brought up by any one of us at any moment as a reminder to chill or at least pause and think about the message.
One of those is “Just Keep Swimming.” I hope that song starts playing in your head right now because just saying the phrase starts Dory singing the whole tune in my head. When something gets tough, a day gets long, or a process is challenging to work through, the song pops up and is calming, just enough of a pause to make me regroup, rethink my approach, walk away for a moment, and approach the task differently. Another one is Let it go, not the Frozen version, but the Rob Thomas – Little Wonders song, where he sings, “Let it go, let it roll right off your shoulders, don’t you know, the hardest part is over…”. This is for the tough moments when a task feels insurmountable; this puts it into the perspective of life: how large is this in the grand scheme of things?
How do you decompress or unwind?
Most often, I crochet. The creativity of it is rewarding, and the giving part of it is rewarding, yet the repetitiveness of the stitches is what I get lost in at the end of most days. I love the community of it; I don’t make time enough to spend it at yarn shops with groups (like Growing up Lulu Fiber Arts), but sharing a project with someone who also enjoys the craft is wonderful.
For my husband Brad and I, getting out of our everyday environment is helpful to unwind, so weekends are often given over to short adventures, a quick trip to a small town for a local event, trying a restaurant that sounds unique, or doing a little Main Street shopping usually does the trick. Most recently, I booked a guided fly-fishing trip in Decorah, IA. That was totally cool! On our way back to Sioux City, we took the back roads, where we found the Dutch Valley Market and Log Cabin Produce in Orchard, IA. Wow, visiting and exploring both places and seeing a different way of life was remarkable.
Where do you find joy?
I enjoy learning more about things I already know about and acquiring new knowledge. I can be intense about certain hobbies or interests. When I focus on one, I learn all I can about it and spend a lot of time on it until the subsequent interest takes over. For instance, I am a JRR Tolkien fan. Dad gave me The Hobbit to read in 4th grade, and I was hooked. I’ve re-read The Lord of the Rings series several times since then, and most recently, I have been listening to the audiobooks of the series and any other Tolkien works available. I’m very much enjoying the background information of the tales, hearing how Christopher Tolkien referenced his father’s writings to determine how they were created, and talking about his outlines and his process of making them. Trying new crochet patterns and stitches (I’m working on two blankets and a sweater right now) and always having a new Lego set brings me joy!
Who do you look up to?
It is hard to single a person out, but as I think of the people I have looked up to, they have given themselves to make things better. I intentionally say things because you can replace that word with communities, other lives, their surroundings, their businesses, and even the world. I remember more than one occasion growing up when my parents helped other people out financially when they were personally struggling with finances. In Dad’s eyes, someone else had it worse off than we did, and it was our responsibility to help out when we could.
How do you want to be remembered?
I want to be remembered as a person who always looked for the silver lining, was always smiling, was helpful to others, looked out for her team, and made an impact.
Why Purple?
Yes, you will often see me wearing purple. I am a color person; color is happy to me. All my life, I have gravitated towards clothing and objects that were brighter, more colorful, and more fun than what may have been in fashion at a particular moment. Today, I personally push back against the stereotype that all architects wear black. The moment you ask an architect, they will deny it, yet look at their pictures, and you will likely see more black pieces than they realize.
In 2015, when FEH Design rebranded, purple was selected as our company color, with the reasoning behind it speaking volumes. To quote our brand book, “The color purple combines the calm stability of blue and the fierce energy of red. Purple is often associated with royalty (like the way we treat our clients) and ambition. It also represents creativity, wisdom, dignity, pride, and even magic! Purple is a rare occurring color in nature, making it even more special.”
WORK-LIFE
Tell us about your business.
FEH Design is a collaborative firm specializing in architecture, structural engineering, and interior design. With more than 125 years of experience, we are dedicated to shaping vibrant, sustainable environments through thoughtful and innovative design solutions. Our projects encompass educational, civic, corporate, library, public safety facilities, and commercial, all reflecting our commitment to creating community spaces that are beautiful, functional, and enduring. We have four offices located in Sioux City, Des Moines, Dubuque, and Milwaukee, and we have approximately 50 employees. We strive to provide our clients with results that specifically suit their needs today and are flexible enough to serve their purpose for many years.
What’s the meaning behind the business name?
FEH stands for Foss, Engelstad, and Heil. Foss is our company founder. We were initially based in the Moorhead, MN, area, with Engelstad and Heil being partners in the Sioux City area. None of these names are currently in the company, but we have decided to keep FEH intact as it speaks to our long-standing history. Over the years, we have considered name changes but have yet to find a good reason to cut ties with the name that our clients and communities trust and know.
What sets your business apart from the rest?
Our client service sets us apart. We do not impose our ideas or concepts on our clients. We see ourselves as interpreters. Often, people can’t visualize in 3 dimensions and struggle to articulate their specific needs. Through conversations, interviews, surveys, and Spark sessions, we determine how they want space to operate and create plans or 3-D imagery ultimately into built spaces.
What are you most proud of?
I am most proud of becoming an architect. After college, I couldn’t afford the pay cut to take a job as an intern architect, so I stuck with what I now call my Career #1 (diamonds are a girl’s best friend). After a few years, I completely gave up on architecture; it just wasn’t going to happen. Fast forward to our youngest daughter (2 years old at the time), wanting nothing to do with Mom, and our oldest daughter taking only Dad’s word for direction; it was time to find a normal M-F, 8-5 job. That’s when I got back into architecture, and I have enjoyed it ever since.
Let’s talk customer service…what’s the client experience?
Our clients can expect to be an integral part of the design process. We look to our clients for ultimate decision-making and insist they are fully involved throughout the design process. We want and need their input on the space layout, the space adjacencies, the exterior configuration, the interior finishes, and the building systems for all the parts and pieces. Some clients want to discuss these parts in every meeting, while others prefer an overview presentation. We tailor the experience to the client’s needs, but the final decision on each piece is given to the client. You won’t find a specific look to our projects as each one is custom-designed to fit.
How do you approach obstacles or setbacks?
As opportunities, not obstacles, when something unexpected arises, pause, take a step back, consider the options, and consider how these opportunities often present an even better solution than the already planned direction. If an occurrence is a setback, where an opportunity can’t be made out of it, pause, handle the situation with care to the client or people involved, be respectful of all parties involved, and work together to find a solution.
Mission/Vision Statement?
We thrive on partnership, working closely with clients to deeply understand their mission and the communities they serve. Every project offers us the opportunity to learn more about an organization and positively impact the lives of building users through new and innovative designs.
At FEH Design, our mission is clear: to create a better world through design. By focusing on sustainability, innovation, and client collaboration, we aim to make a lasting impact on the communities we serve.
What have been the most valuable lessons you have learned in running your own business?
Every person on my team is essential; they all play a key role in our business. When we hire someone, it is never just as a body to fill a spot. We hire people who will complement our team, have skill sets that will complement our skills, and have personalities that fit in with our team. I genuinely believe that if you hire someone with a specific skill set you don’t have, they should become your expert in that skill set. As a leader, you must remember that and let them do what they know how to do. It is counterproductive to micromanage someone who is doing what they do best within your firm.
Advice for others starting in business?
Surround yourself with people that want to see you succeed. This is not just the people you hire; it is your mentors, social circle, business acquaintances, and clients/customers. These people will be your advocates. They will spread the word to gain customers and be there when you need sounding boards. Even if they aren’t in the same business or know anything about your business operations, they may be in your customer base and can speak to that side of your business.
