The Pros & Cons of Working For Yourself
Matilda Sturley consults with eight industry experts, exploring the strategies and approaches that have been successful for them, as well as those that have not.
For many, owning their own business and working for themselves has always been their primary career goal. It certainly was for me. The idea of actually starting their own business, though, well, that’s a far more daunting prospect. For me, it was the idea that everything started and ended with me. Whether that was sales, finance or marketing, there were hats I’d have to wear that terrified me to put on.
I started working on Legato - my lighting brand I launched almost a year ago - alongside working at Tat in 2021, which as it turns out, was an incredibly lucky thing to have happened. Charlie and I would chat about our businesses. Charlie would offer advice, ask important questions and share information about her tried and tested practices with Tat. I felt very lucky to have these titbits of wisdom thrown my way as I was at the very start of what would be a long road to launch.
One of the main things I’ve learned over the past few years is the value of advice from those who have done what you’re hoping to do. I come from a family of self-employed people, so asking for advice is something I do regularly. Here, I’ve asked eight brilliant entrepreneurs from the interiors and antiques industries to share their best advice, brand stories and what they love (and don’t) about running their businesses.
Huge thanks to Cote de Folk, Feldspar, Dauley Designs, Straw London, Palefire, East London Cloth, Cart House and Campbell-Rey.
Sophie Rowell, Director and Founder of Cote de Folk
Tell us a bit about when and why you started your business
The timeline answer is that I had a homewares store back in 2016. I realised two years in that retail was not for me, and the interiors side of the business organically evolved and I’ve never looked back. The more personal story is after 24 years in fashion, a broken marriage and becoming a single parent - on January morning, I found myself in hospital very poorly. During my recovery, I had to think about how to turn my life around. Even my body was giving up, so I made the leap, started the business, followed a dream, worked really bloody hard and, in the process, found my true passion and purpose.
What is the best part and one of the hardest parts about working for yourself?
I started the business for many reasons, but this one remains the best part. In my last career, in fashion, I had no control over my own time - always flying somewhere, jobs had crazy hours, and even having dinner with the team was on someone else’s schedule. I desperately craved being in control of my own time. My son was young, and I wanted to be there for school drop-off and pick-up. Take holidays and breaks when it suited me. I love being in a position where I can make decisions like gifting myself and all the team Fridays off in December, for instance…
One of the hardest parts in the nitty gritty bones of running the business. People think it’s all choosing paint colours and pretty fabrics, but the first years of running a business are hard, especially for a creative. I think when it’s not something that necessarily comes easy to us, and it’s all really time-consuming! Luckily, as the business has grown I now have a team of people to support me in these areas. Also, staff, finding them and keeping them, that in itself is a full time job.
What does a business in the interiors industry need to succeed?
Perseverance, perseverance, did I mention perseverance?!
If you could give one piece of advice to someone who wants to start a business in the interiors industry in the future, what would that be?
Never give up, be yourself, find what you bring to the table that no-one else can and do that. Surround yourself with great people you admire in work and life, and when you get to the stage of employing people, make sure you hire people who are better than you in what they do. Then, share your successes.
Cath and Jeremy Brown, Co-Founders of Feldspar
Tell us a bit about when and why you started your business.
We started Feldspar after moving to Devon 7 years ago – we had the time and space to be able to start making things and then realised that we wanted to be able to continue this and to be in control of every aspect of a product, so we could make things the old-fashioned way (by hand) and then package them beautifully, with care and consideration at every step of the process. We were frustrated with the disparity between intention and the finished product in our previous careers – the ideas were often watered down into something almost unrecognisable. We wanted to keep the original intention intact, if that makes sense!
What is the best part and one of the hardest parts about working for yourself?
The best part is being your own boss and being able to fit work in around all the other things that take up time when you have three kids and a giant dog – that flexibility is pretty priceless! The hardest thing is having to wear all the hats, all the time. Even ones you don’t particularly enjoy wearing…
What does a business in the interiors industry need to succeed?
Just a great product that you really believe in – I think if brands have integrity, then they are most of the way there! We find customers appreciate honesty and a really good product, it’s that simple. As a brand, Feldspar is very much not trend-led – when we create a new product, it’s with us for the long haul, which I think is important in homewares as it means people can build their collection over years. Trends in interiors in general, are bonkers as far as I’m concerned. You should fill your home with things you love, regardless of whether they’re ‘in fashion’ or not. So I think it’s important to trust your instinct, create something that is truly you, and people will love it!
If you could give one piece of advice to someone who wants to start a business in the interiors industry in the future, what would that be?
Well, first up, you need a product or service that you truly believe in. Create something of quality with longevity, and you’ll fly! Apart from that, I personally really appreciate honesty and transparency, and I think it really sets brands apart. I find it maddening when I can’t find out where something was made on a brand’s website or what something is made of - it makes me instantly suspicious!
Alexandria Dauley, Found of Dauley Designs and Co-Founder of United in Design
Tell us a bit about when and why you started your business.
I started Dauley Design in 2016 after I completed my studies at KLC Design School. I was 32 and felt I was too old to be a junior working for someone else. Plus I wanted to really design and discover my own style and way of doing things independently. Building up a portfolio and client base has been quite a journey, but it brings me huge pride and joy.
What is the best part and one of the hardest parts about working for yourself?
The best part of working for yourself is being your own boss. You get to set your own hours, make all the decisions, choose your path and direction and ultimately have creative freedom. It is, however, hard to run a business, and unless you have experience in that, you will need expert advice and guidance. Also I don't tend to switch off easily as the buck stops with me and that responsibility can be a lot to manage.
What does a business in the interiors industry need to succeed?
This industry is full of talented designers, so I think you have to find your own unique USP, which is something I have been developing over the past few years. You have to have a very clear focus on who you are as a designer. You also need to learn to have a thick skin. Business is hard, really hard, and some years will be better than others, but after every knock, you get up and move forward.
If you could give one piece of advice to someone who wants to start a business in the interiors industry in the future, what would that be?
Interiors is a wonderful industry and career path for anyone to enter into. I would say my key advice would be to surround yourself with supportive, like-minded people and always delegate to experts who will lighten your load and offer invaluable help. You can't do this on your own.
Emily, founder of Straw London
Tell us a bit about when and why you started your business
Straw began as a small personal Instagram account sharing my basket collection about five years ago. I began it at a time when I was very much looking for my next venture. At the time, I had been styling for many years but couldn’t imagine myself doing it forever. I still cannot believe the organic growth we’ve experienced as a business.
Hugo, my husband, joined me in running the business during lockdown, bringing with him his experience in interior design. We then found our Columbia Road premises. We sometimes joke that we ended up with a shop by accident as Covid encouraged us to really run with the business. Lots of people thought we were mad to take on a bigger space during this time, but we are so glad we took the risk.
What is the best part and one of the hardest parts about working for yourself?
Undoubtedly, the best part of working for yourself is the freedom to manage your own time since becoming a new parent has become even more important. Unfortunately, that can sometimes lead to the hardest part of working for yourself… the work never seems to stop! Luckily, running Straw with Hugo means we try to share the load of admin & less glamorous jobs and try to enjoy the bits we love together, like vintage sourcing, designing new pieces and creating the imagery around our brand.
What does a business in the interiors industry need to succeed?
I was raised in a household of self-employed, risk-taking parents, and I think that definitely rubbed off on me.
Determination and perseverance are two things that I think are often overlooked. It’s not easy running a business and making it work requires constant input and a considerable amount of dedication. For example, this year, we were faced with serious production issues for our most well-known collection. It’s taken almost a year of trialling different makers up & down the country, endless samples and some apologetic emails to patient customers, but it was so important to us to get the quality exactly as we wanted. It hasn’t been an easy task but we are quietly confident we have achieved that and cannot wait to restock our website soon!
I think it’s also very important to be true to your aesthetic values to have a consistent message.
If you could give one piece of advice to someone who wants to start a business in the interiors industry in the future, what would that be?
I think you should not underestimate the significance a wealth of experience & understanding of many different life situations brings to projects & starting a business, whether that be many different jobs, travel or education. On a daily basis, we draw from years spent working in many different industries (fashion, events, interiors, hospitality). Our personal interests also feed into everything we do. I think that is so important for refining what to specialise in and ultimately leads to a clearer brand image, making it easier for people to understand what it is you do.
I believe that customers can recognise a piece that has had a lot of time, heart & soul poured into it. There is a perceptible depth that is difficult to explain.
Ben Bailey, Co-Founder of Cart House
Tell us a bit about when and why you started your business
I started when I moved to London. Without a job or regular income, I needed to work and knew the business quite well from working at my parent’s company, plus I had a genuine appreciation of antiques.
So I started small whilst also starting another business previous to it, as I didn’t think antiques would bring enough of an income in alone, but eventually, it did, so I slowly phased out my original business as it wasn’t as interesting for me.
What is the best part and one of the hardest parts about working for yourself?
The rewarding feeling from a customer when you’ve sold them an item which they're really happy with, and the freedom to do what you want with products through to flexibility of hours.
Everything is on you, the sales coming in, and from every aspect of the business, the buck lies on you.
What does a business in the interiors industry need to succeed?
I think any business needs a good dose of determination, time, and finances to set up and establish itself, especially if you're going into production. The last ten years in the UK especially have been quite turbulent. Obviously, if it’s unviable financially, then sometimes you have to throw the towel in. It’s also important to be noticed online and in magazines if you can.
If you could give one piece of advice to someone who wants to start a business in the interiors industry in the future, what would that be?
Make sure you're passionate about what you do, and if it’s something you like then usually other people will too.
Gemma Moulton, Founder of East London Cloth
Tell us a bit about when and why you started your business.
I had been self-employed for quite a few years before finally branding as East London Cloth, which was born in 2020. The idea had been brewing for a while, but I'd never had the time to really make it happen. Like most people, I guess, lockdown left me with more time on my hands, which led to ELC!
What is the best part and one of the hardest parts about working for yourself?
The best is absolutely the creative freedom. When time and finances allow, the lack of boundaries is completely liberating. It's a real privilege to be able to spend a good part of my working hours developing ideas and to be able to be creative.
The worst is most likely the amount of time which is tied up in mundane tasks and how difficult these can be to delegate. Anxiety is also a real issue, imposter syndrome, maintaining reputation and generally balancing everything is easily enough to keep you up at night.
What does a business in the interiors industry need to succeed?
Grit! And I think, in equal measures, is the ability to keep moving whilst having a strong sense of self and brand.
If you could give one piece of advice to someone who wants to start a business in the interiors industry in the future, what would that be?
Learn when it's time to take a look to your left and right, and when it's the time to put the blinkers on, get your head down and work.
Rowena Morgan-Cox, Founder Of Palefire
What is the best part and one of the hardest parts about working for yourself?
Very naively, the difficulties of starting a business alone came as a bit of a shock for me, so I have had to learn a lot fast and continue to do so. One of the things I found hardest is what a friend of mine called ‘decision-making fatigue’. At the beginning, everything is new and needs to be decided for the first time. It is very easy to agonise over every choice, which gets exhausting very quickly. I found the best way to combat this was by enlisting a team of unofficial mentors.
Although starting a business is certainly not one of the easiest paths to take, the reward is an immense sense of satisfaction in bringing your creative vision to life, relatively unencumbered by others’ opinions and uncompromised. It’s such a privilege to get to make something and release it into the world.
Tell us a bit about when and why you started your businesses.
I have always wanted to have my own business, and since a teenager have come up with hundreds of ideas that have never come to fruition – most too outlandish or outrageous to mention. The main thing holding me back from starting these (aside from how ludicrous the ideas were) was fear.
The idea of doing a homeware company with a focus on decorative, painterly surfaces had been percolating since my time at 8 Holland Street – no doubt inspired by the wonderful collection of design and art we sold. But something about the experience of the COVID-19 pandemic made me much more reckless. I very rashly quit my job in autumn 2020 – as the London managing director of The Fine Art Society – to start work on fleshing out the idea with only the loosest plan.
Having almost got waylaid by an idea for a travel app and a foray into interior design, I made sticking to my guns my New Year’s resolution for 2021 and finally launched Palefire in October 2021.
What does a business in the interiors industry need to succeed?
I cannot claim to know the secret to success in this field, but from the businesses I love and admire, I recognise two common traits. Firstly, a singular aesthetic that makes the designs of a company instantly recognisable – like Faye Toogood, for example. This familiarity is hard to define but is discernible when design is executed effectively. Secondly, clarity of purpose, regardless of intention. It is palpable to the customer when a brand sticks very closely to its ethos or values.
If you could give one piece of advice to someone who wants to start a business in the interiors industry in the future, what would that be?
I have found the interiors industry to be a very friendly and fun world to inhabit, more so than I imagine other creative industries such as fashion. For this reason, my advice would be to get stuck in. Within reason, say yes to every opportunity you can, as you never know where it might lead and who you might meet. If you make a slight wrong turn, no one will begrudge you, and it will be quickly forgotten, but saying no might close you off.
Duncan Campbell & Charlotte Rey, Founders of Campbell -Rey
What is the best part and one of the hardest parts about working for yourself?
Charlotte: Best part is the freedom in creativity – you get to take final decisions and really explore your artistic ideas and inclinations.
Duncan: We have worked together since our first job when we were 18, and have often said we really admire people who set out on their own, as there will always be tough moments when you run your own business, and it’s really important for us to have the support of each other. It makes it more exciting when things are going well, and is also important when things are challenging. The hardest bits of running a business are often the most boring but necessary bits – establishing good business practices, growing the business in a mindful way, balancing responsibility with the fun, and making sure it all comes together in a way that delivers a beautiful result for the client. We often liken a company to the swan that glides across the pond but paddles underneath the surface – the work has to be elegant and joyful, but at the same time thoughtfully delivered and backed up by a business practice that is common sensical and well run.
Tell us a bit about when and why you started your business?
Duncan: We met when we began working for the culture biannual Acne Paper when we were still in our teens. We worked side-by-side, eventually becoming co-editors before setting up Campbell-Rey about ten years ago. We both come from academic families, and the artistic and creative industries were foreign to us, although we knew this was where we wanted to develop our work, so we set out in a creative direction mostly for legacy and craftsmanship brands and organically, this developed into design work and for the last few years we are focussed fully as an art and design atelier that works across interiors, furniture, installations and objects.
Charlotte: Neither one of us has formal training in what we do, but we both worked from our teens alongside going to university and learning on the job. Our projects grew slowly and steadily to now encompass builds and full-scale renovations across Europe. We take on a wide range of projects that pique our interest in various ways. We love feeling challenged or diving into worlds through research. At the moment, we are working on interior projects in Italy, France, and Greece aside from three London projects, including a nightclub launch next autumn and just concluding our first New York project on the Upper East Side. We are also working on our first edition of artwork inspired by the English architectural tradition of follies and eyecatchers, which we are very excited about.
What does a business in the interiors industry need to succeed?
Charlotte: A combination of a unique sense of style with a solid business practice and incredibly hard work. We live in an exciting time where the world is our canvas and marketplace, but it also means that everyone is your competition – and this is a great thing. You need to think harder, be smarter, and do better work, from manufacturing practices up to visuals to storytelling to hiring to stunning products.
Duncan: Something we’ve learnt is that without a great client, it’s almost impossible to deliver great projects. We’ve been very lucky to have curious, adventurous clients who are excited about the worlds we want to create for them, who find collecting and commissioning one-off pieces exciting, and who realise that making magic takes time.
If you could give one piece of advice to someone who wants to start a business in the interiors industry in the future, what would that be?
Duncan: Remember to have fun. You are in the business of selling a dream; make sure you enjoy the process, and this will be reflected in the work. We always say that if a home has been fun to create, then this spirit will reside in the final product.
