Page 34 - Jo Dee C Jacob Girl Scouts CEO

STYLE ON A SHOESTRING

By Linda Brumley
What began with doing a favor for a friend in 2002 has grown carpentry, construction oversight and really helpful muscle to

into a business set to garner five million dollars in sales this the projects.
year. Tracy Lynn, owner of Style on a Shoestring, says it all What sets Style apart from other interior design firms is a
started when her friend, Kim, came to a party in her home and commitment to service that puts the customer first. While they
admired not only Tracy’s decorating style, but her creative don’t have a formal written guarantee, Tracy said, “Integrity
party staging as well. Before long this friend was asking for demands that we correct anything that is disappointing to a
Tracy’s help in decorating her own home. Soon Kim’s friends client.” Tracy and her team have built a reputation for insight-
were admiring Tracy’s work in Kim’s home and asking for her ful responsiveness to clients’ needs and ideas. With high
help in their homes, too. integrity as a hallmark, they are consistently on budget and
It became clear that Tracy could not keep offering her services on time. This is true for projects as small as accessories for a
gratis. As she began learning how to estimate costs and work single room to a full house remodel or addition.
Tracy values quality as much as
beauty. She selects her employ-
ees and her subcontractors with
a practiced eye for excellence.
The same high standards apply to
materials used and she especially
loves working with fabrics. The
company actually prides itself on
not being known for a signature
style because they love working
with the clients’ own tastes and
preferences, but never shy away
from making suggestions.
Every project begins with a design-
er’s visit to the client’s home and a
34 complimentary interview to assess
the client’s needs. This meeting
aims at learning the client’s design
preferences and lifestyle, prompt-
ing questions like these: “How
many people would you like to be
able to entertain in this room?”
“Where do you put your Christmas
tree?” “Where do your kids put
their backpacks?” “How many
pets share your space?” “What
current possessions do you want
with clients, she found that her passion extended beyond dec- on display?” “Do you want to shop for the big ticket items (like
orating. She also loved designing a business model. It was a sofa or entertainment center) or do you want our designers
a perfect marriage of extraordinary talents that also catered to to do your shopping?”
the need of a young mom for flexibility in her schedule. A follow-up to this visit comes in the form of an itemized bud-
A round table discussion with a group of friends produced get proposal. Upon approval by the client a contract is signed
the business moniker, “Style on a Shoestring.” Tracy was and the designers at Style go to work. One thing that keeps
determined to make good design available for people even on the energy and enthusiasm alive at Style is the day of instal-
tight budgets. Perhaps you’ve picked up on the involvement lation for any project. With all hands on deck (and sometimes
of friends in Style’s inception. Now that the company has 12 friends who just volunteer to get in on the excitement) the big
employees, it remains permeated by friendship, and not only reveal is staged. Furniture is delivered and arranged, rugs
among the staff. In most cases, even when Tracy’s clients laid, lamps placed, art hung, accessories distributed, drapes
begin as strangers they end by being friends. This accounts hung, and pillows fluffed. The customer returns to a trans-
for much repeat business, and happiness all around. Style formed space.
has never launched an advertising campaign and owes its An excellent reputation has pushed Style’s clientele beyond
success solely to word-of mouth recommendations and a stel- the budget-conscious into those of greater means. Some
lar reputation. have suggested that the Shoestring part of the company’s
By 2007, the business had grown to the point that serious name doesn’t lend it the aura of status that wealthier clients
decisions had to be made. Perhaps the most significant of might desire. Nevertheless, the company has thrived even in
these was the decision for Brian, Tracy’s husband, to quit his a down economy and remains committed to beauty and maxi-
job and go to work full time for Style. Formerly a financial mum functionality in every space they design.
planner, Brian brought additional business acumen plus skilled