Show Girls : Women on the move in Home Décor

Every great dream begins with a dreamer. Always remember you have within you the strength, the patience, the passion to reach for the stars and to change the world… Harriet Tubman

Serendipity Steps In

So, there I was in Los Angeles languishing between my forty-sixth and forty-seventh years, being nagged daily by my subconscious telling me it is time to move on. My fabulous career in publishing was becoming totally annoying – the first sign in any relationship that it’s over!

A short time later, on a Sunday evening, our daughter returned from a week-end in Baja with a small cement Angel. As she handed the gift to me, I was overwhelmed with a sense of my future in this small Angel. 

And so began the next twenty-four years of my life in the wholesale side of the Home Décor Industry.

Home Decor – What’s That?

In 1993 I began my business, Small Indulgence. At the time I had no experience in the home furnishing industry, other than buying a piece of furniture. And I had no idea of the size of the industry or how many women were involved in all facets and levels throughout the business. It was inspiring to see woman in a multitude of positions, from the editorial and publishing sides of trade magazines to domestic and international design, manufacturing and company ownership. 

I spent my first 11 years on a major learning curve manufacturing decorative accessories and accent furniture, domestically. Another twelve years was spent with a Home Textile company. In my total of 24 years in the business of manufacturing, merchandising, marketing and designing product from concept to the retail floor was an exhilarating journey, and a highly creative time. The caliber of the women I met was astounding. And not just in the U.S., but all over the world. It’s was a fascinating journey, and I’m excited to share our stories and introduce you to a few fabulous Show Girls.

In the U.S. alone Home Décor will reach 202 billion in 2024. A 20.9% increase from the 2019 value of 169 billion.

Where you been girls?

These independent, creative women were scattered through-out a vast variety of Home Décor businesses: Lighting. Table Top and Serve ware. Bath Accessories. Show Room Owners and Accent furniture. These women also spanned a vast variety of ages and backgrounds. A few entered Home Décor with no industry experience. Others migrating from retail or other creative ventures, within the industry. The common thread… All of them decided to jump into the deep end of the pool and establish their own, privately held companies in Home Decor.

Brenda Holzke | B Ware Malibu | CA

What inspires an extremely talented Creative Director at a top global advertising agency to leave her hard won executive position and her award-winning team?

Brenda says…‘‘I was working in advertising and was frustrated with “the boys club” mentality. I also resented the hierarchy of the creative process. Every idea passed through layers of analysis, by the time approval came, the idea was so watered down that the finished product looked nothing like the original creative proposal. I found myself daydreaming of designing dinnerware with hand painted patterns for discerning brides to be. I had recently gotten married and could not find a dinnerware pattern that reflected my own unique tastes.”

After her first-born, Brenda decided not to return to advertising. The daydream of designing hand painted dinnerware was firmly planted in her subconscious. 

“I discovered a business that sold casted unfired ceramics locally. I purchased several blanks of clay pitchers, bowls, platters and other pieces to experiment on. My creative idea was to hand paint vintage textile designs on the greenware mixed with contrasting designs of gingham, dots and plaids.”

There was one thing Brenda knew and that was:

 “To successfully sell my ceramic designs I had to create a brand for myself and my new company – B Ware Malibu.

The second thing she knew was to find the top Rep Firm | Showroom in the Los Angeles Market to represent and showcase her designs.

“The first thing that I did was to create several collections of dinnerware. I knew that to sell home décor, I needed to fill a void in the market with products that buyers needed. I dedicated 6 months to planning, creating and executing 6 distinct collections. I then photographed and assembled a handful of catalogs. I knew where I was heading….to the best wholesale showroom on the west coast.”

Fasten your seat belts.

“I boldly went into the lion’s den of the top, most successful, showroom in the LA Mart. Like so many before me, I went from my garage to setting new trends in the table-top category. I had major retailers clamoring for B Ware Malibu. It was a wild, exhilarating ride through the next ten years.”

“Today, from my studio in California I work on one-of-a-kind original ceramic piece’s specifically for high-end Art Galleries across the country. I wouldn’t switch anything out from this amazing creative journey. And the friendships that were forged on the road and at the trade shows were invaluable. We kept each other going. We were a sorority of Show Girls.” 

Sue Estenson | Home Lines | San Francisco

Sue begins her journey at a young age and says: “I married my college sweetheart. And with my wedding band on my left hand and my teaching certificate in my right hand I began my life as the wife of a Green Beret. I soon learned two things: My teaching certificate was not valid in the state we were stationed. And, with my husband in Viet Nam, I was lonely.

I loved design and began working as a salesperson for a major department store, which quickly opened an unexpected new direction for me and eventually led to a career as a Home Décor buyer, for a major retailer.”

After five years the excitement of a glamorous buying career, you begin to reflect on how it began and should you continue or find a more creative direction?

“I was buying decorative accessories and silver. Twice a year I would go to market (organized trade shows – referred to in the business as a market or a show) in New York. The market consisted of hundreds of wholesale vendors selling home décor. With promotions up the corporate ladder (it was not easy) I began traveling through-out Asia to do direct importing for the store. This led me to consider another option in the industry! To move from the buying side to the more lucrative, wholesale selling side. Be careful what you wish for.” 

Out of the past comes the future.

“As fate would have it, I ran into a friend that I had worked with as a fellow buyer. He had recently left the retail side to start his own rep firm, (A wholesale rep firm, with a showroom, would represent a multiple of manufactures.) As his business grew beyond lamps and wall art into home décor, he asked me to join him and form a partnership.” 

It’s a man’s world – well maybe not for long!

“The majority of reps at that time were men, (the late 80’s /1990’s changed that)so when we showed up, at a retail store, as a team, and talked service, we became successful quickly, (most salesMEN had a deserved bad rap – get the order and get going to the next retailer.) Word spread fast about our rep firm – HomeLines. The companies we represented were impressed with our new approach of customer service and constant new product introduction. As our reputation grew, more companies approached us seeking our representation.”

A magical time.

“It’s hard to imagine the comariety and friendships that cascaded throughout all facets of the Home Décor business. Today, twenty years later, I look at those that I call friends and I find that most and definitely those closest were found and nurtured within the business. It was and still is a unique business, run mostly with a feminine touch – an iron fist in a velvet glove.”

Flo Baron | Flo Baron Designs | Los Angeles

How does one become Un Grand Dame? First you follow a path out of your working-class neighborhood in Chicago. You marry a great guy willing to follow you. You buy that brand-new car and head west – to California. No, you don’t want to be an actress. In fact, you don’t know what you want to be. What you do know… That your suitcase is packed with dreams and you are determined to “make your mark.”

Flo says, “I knew California was where I belonged. My first job was in an exclusive women’s clothing store in the famous Beverly Hills Hotel. The glamour was infectious and the next few years was my advanced education in the future development of Flo Baron Designs.”

From the glamour of Beverly Hills to the Garages of the San Fernando Valley…

“As the years flew by, I opened a successful interior design business, in ‘the valley.’ My most demanding obstacle was finding decorative pieces for the bath and kitchen. I didn’t want just any soap dispenser, I wanted glamour! And, there was very little glamour around, especially for the bath. So, I said ‘A-Ha’ – I’ll design and manufacture it. And, I want the designs in metal. At the time there were no metal accessories for the bath. It was the perfect void in the market for me to fill – but how? It began with me searching out every garage and metal worker in the San Fernando Valley to make parts for my designs. 

 Launching a trend.

The dark age of the nick-knack, was giving way to more modern designed accessories. And, Décor was waiting in the wings for its entrance into the home. But first Flo had to find out who, beside herself, thought she was on to something with Flo Baron Designs.

As Flo relates, “before the massive showrooms were grouped together in a Merchandise Mart; there was the hotel circuit. Major hotels in New York City, Los Angeles and Atlanta would rent hotel rooms on multiple floors for vendors to set up ‘to the trade only showrooms.’ For five days, they would display and take orders (from retailers) for their products. I knew I was onto something with my metal designs and this show would be judgement day!”

No breakdowns allowed.

“Setting up for the first show, in Los Angeles, was traumatic. My partner at the time could not take the stress and had a mini breakdown and never showed up for the show. There I was alone with a very supportive husband and endless enthusiasm. Well, I wasn’t the only one who thought I had a hit. Low and behold the unique metal bath accessories were a hit. The orders multiplied daily. The funny thing, I had no idea where I was going to make the items to fill the orders.”

What Now?

“When we returned home after that first show, I walked into my home garage (also known as my studio) and thought – there is no way I can produce the volume of product I need to fill these orders, in this garage. What now turned into a recurring question as the company grew. Eventually we grew to 60 thousand square feet of manufacturing space. Spray booths morphed into independent powder coating companies. Showrooms and markets grew with the business. Major retailers and a multitude of mom-and-pop stores were all vying for Flo Baron Designs, and Barada, a new division of serve ware and accent furniture. I kept packing and unpacking that suitcase of dreams. Last I looked it was still pretty full – even after thirty five-plus years in Home Décor. My life as a Show Girl brought the most amazing women into my life and created years long friendships.”

Maria Burril | Gate House Lamps | Ashville | NC

She had the education, the training and the talent to move quickly up the corporate ladder of this major, multiple-store retail furniture company. But, was she fulfilled? NO.

Maria begins the story: “At the time Broyhill was a top, highly successful and forward-thinking retail furniture corporation with over 600 stores worldwide. All Broyhill locations had multiple Design Galleries to showcase the newest furniture designs. I was a team leader in the Gallery Design Department. We worked closely with the case goods buyers, as these were the primary features of the Gallery Design concepts. One of my responsibilities was to spec decorative accessories for the 600 Design Galleries. Lamps were the toughest category. Most were over – priced and lacking in quality.”

Tradition versus Balance…

“Our two daughters were born within 16 months of each other. I opted to stay home with the girls after the birth of my second daughter. The stay at home was a truly lovely time in my life. But, as soon as they started walking, I was ready to walk into something other than the living room. This time at home gave me the opportunity to explore my next career move. I began with my connections at Broyhill and they encouraged me to fill their toughest category. Lamps. After our meeting I proceeded to disassemble every lamp in our house and called anyone who I thought might be able to help steer me in the right direction. It still astonishes me how many people were so willing to share sources and knowledge with me. I could not have succeeded without their guidance.”

What a wild ride

Over the next six months I produced enough samples for my first High Point Show in the temporaries. During that show I was approached by a high-end firm from Atlanta to represent Gate House Lamps. With a sales team now in place – I was on my way. After High Point with multiple orders in hand my first task was to move out of my garage and into a studio space. And, once again, the kindness of strangers came to my rescue. A local businessman in Asheville believed in me and my new start-up and rented me the studio space I needed, for $200.00 a month. As they say: I never looked back. 

Time flies

“Gate House Lamps was a ten-year life altering experience. The home accessory business is exciting and ever changing. A major component of this business was the relationships made along the way. It would have been impossible to succeed in this business if we had not had each other. Five major shows twice a year brought us together. Over that time, we traveled, lived, laughed, cried and respected the hell out of each other. I am thankful to this day for Show Girls and the influence they still have on my life.”

The last word…From Kate

Throughout my various careers I have always met incredible women. But there is something special about the caliber of these Show Girls. Maybe it’s that they all started their own successful businesses. Maybe it’s because their identities, as true creative mavericks broke through the barriers of time. Maybe because they left their families five times a year and traveled extensively. They were and still are highly creative, curious free spirits that are determined to forge their own path through life.