Counts worked as a project manager and designer for Holland America, overseeing cruise ship remodels that had to be completed in just 10 days. “I realized we could flip a ship in 10 days, and it just meant coordinating heavily from the beginning and creating a master plan and then just going with it,” she said. This fast-paced, solution-driven model—what she calls the “dry dock” approach—translates directly into her work today, especially when serving small business owners in Asheville. “These small business owners do not have money to sit around to not be open for a year,” Counts explains. “Right after the flood, I was able to flip things really quickly to get people back in business. Our flips are averaging about 2-4 months from permit.”

Beyond her client projects, Counts has devoted her energy to strengthening Asheville’s commercial building community. Nearly six years ago, she founded asheBUILT, a monthly networking group designed to unite people across the industry. The group’s monthly gatherings rotate among local businesses, endeavoring to highlight spaces that have reopened since the flood. These casual meetups—sometimes hosted at breweries like Zillicoah—bring together architects, contractors, designers, brokers, and manufacturers under one roof. “Architects would have their meetings and the designers would have their meetings, and everybody was separated,” Counts said. “I started asheBUILT to get us all together so we can build the city in a really collaborative way.” 

In response to Hurricane Helene, Counts extended this vision by founding the Commercial Building Alliance. The alliance serves as both a networking hub and a directory of local professionals ready to take on the immense task of rebuilding Asheville. For Counts, the motivation was as much about protecting the city’s identity as it was about efficiency. “What I was afraid of was that we were going to have a lot of outside investors and people coming in and using their teams and then rebuilding Asheville and then leaving and taking the money,” she said. “We know what Asheville should be, and we want to keep our money here.” 

Maguro Sushi, a Rhythm Design & Construction project.

Working in both design and construction places Counts in a unique position—often as the only woman in the room. “Sometimes I’ll look around and I’m here with 12 men, the only woman,” she said. Once, a contractor (a man) told her he liked working with her because he felt like he “couldn’t yell at” a woman. “That’s actually a good thing,” said Counts, “because we can change the dynamic.” 

Her leadership style emphasizes balance, multitasking, and resilience. “Sometimes you have to let things roll off your back, and sometimes you need to stand up for yourself, but ultimately, I just keep moving forward,” she said. “Eventually you find the team, the support that you need, and the people that do think it is a good idea to have women out here on the job sites.” 

Counts embodies the collaborative spirit that she believes defines Asheville’s creative and professional culture. On this issue’s cover, she wears jewelry loaned to her by her client, jeweler Jeffrey Burroughs. Burroughs has a store, Jeffrey, in the River Arts District and has been instrumental in the area’s redevelopment. “We thought it would show a united front of collaborative Asheville for me to feature some of his work,” Counts said. 

Counts consistently returns to a core philosophy: that Asheville’s future depends on its own people working together. “We are community-based, we are talented, and we have a lot of resources,” she said. “We just all need to get together and know each other.”