Today we’d like to introduce you to Jordan Lund.
Jordan, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Starting at a young age I had this inner craving to create. I was always “making” something! In middle school and high school as art classes branched out into different mediums and more complex projects I became more & more interested in unleashing my creativity. My urge for visual satisfaction also crept into my home life. One of my favorite hobbies was rearranging my bedroom! I must have re-positioned my bed on every wall, in every different angel possible. To this day I’m still rearranging my decor/furniture to create the most ideal space.
As a teenager I knew I wanted the arts to continue into my adulthood. I contemplated two careers paths 1. Interior design and 2. Art Education. I did an internship at the local Benjamin Moore paint shop which also had an interior design segment. I loved dabbling in this field, as well as discussing interior design projects with customers that came in. At the same time, I also loved children and the idea of teaching art seemed to be the most rewarding job in the world! In 2004 I received my Fine Arts Degree with a focus in Art Education from UMASS Amherst. At that time, as much as I loved interior design I felt that a teaching degree was a safer path for me to choose.
I taught art in Newton for almost 10 years before deciding to stay home with my two children after my second child was born. It wasn’t long after being home (in a house we had just recently purchased) that I started getting that creative itch again! I could have never foreseen, that staying home with my children would lead me back towards the other career path I had once considered- interior decorating! During their nap times I would paint rooms, DIY wall decor, craft and decorate our home. I missed my creative outlet which at one time was fulfilled by teaching my student’s art. One day I asked myself, “How can I take my passion to decorate and turn it into a little side business?”. In the fall of 2014 I decided to start JorDecor offering seasonal decorating services, craft nights and more (a lot more but I’ll get into that soon). A good friend of mine and fellow art teacher, Kelly Williams, helped me come up with the name JorDecor. My nickname + what my business would be all about, pretty simple yet very catchy. And that’s how it all began!
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
When I first started JorDecor I wanted to do it all! I spread myself way too thin offering way too many services. I created home decor products for sale, I chalk painted furniture for clients, I styled and photographed my own home for inspiration on Instagram, seasonal decorating, paint color consults, and then I started offering monthly craft events at Dedham Square Coffee Shop. Literally, anything home decor related I wanted to do it! Keep in mind I started this business, while home full time with my two young kids, I didn’t have daycare or babysitting so I had to find time to squeeze in work. I remember several times having to bring the kids with me to do an install and feeling overwhelmed and stressed, thinking “Why did I pause my first career to stay home and now I’m working again?”. What kept me motivated is that I knew I was pursuing my passion and I had to see where it would lead me. Juggling young kids and starting a business was probably, for me, the most difficult part… in the beginning I wanted to do it all but it wasn’t always possible to keep up.
My advice for a young person about to start their own business is to test out many different things at first to see what succeeds and what doesn’t. Offering too many services in the beginning was difficult to juggle… however looking back it gave me clarity and direction in my business development. Give yourself a time limit to explore and then eliminate the things that don’t end up successful. Know the cornerstone of your business and don’t lose sight of it. I’ve since narrowed down what I do and it works so much better for me!
Another piece, which is now probably obvious for anyone starting a business, is to use social media to market yourself. In the early stages, like many new businesses I didn’t have a website. So social media was my business hub. My “JorDecor” Facebook page and Instagram account was my way to share my work and get news out about my business. Word spread, followers kept growing and now Instagram is one big part of my business.
So let’s switch gears a bit and go into JorDecor story. Tell us more about the business.
JorDecor is a triad of home decor inspiration. First, I work with clients one on one to select decor for their home. Second, I craft with clients in group settings to help them create seasonal handmade decor. Third, I work with home decor brands to reach homeowners looking for the newest ideas/trends/products for the home. It sounds like a lot, but it’s much more streamlined than it used to be. I’m excited to have a website I’m really proud of that represents myself and my brand so well. I use my website as the hub of my brand and let social stem from it. On my website you can see how everything outlined. Right now my E-Designs services are very popular! An E-Design is a form of virtual interior decorating that is more affordable than the full service option. Essentialy a client will email me photos of their space, measurements and budget. From there, I give them a flat rate fee based on the scope of project and we work together to create a home they love, one room at a time. I come up with a design board, basically a collage of furniture, art, decor whatever they may need and once I receive approval, I email my client all the shopping links they need to bring the design to life. With my direction they implement the design at their own pace.
I feel like I’m most known for my seasonal decorating. I really love seasonal decor! One thing that sets me apart, because there are many talented decorators in the area, is my love for crafting and DIY-ing. Several years ago I decided to combine my background in teaching with my love of crafting and started a monthly craft night! At a time when I was home with my kids all day, I loved having a way to connect with other adults and get out of the house to be creative. My Cocktails & Crafts event is a fun way to connect with local women in my area, where we create beautiful decorative pieces for our homes. Each month I plan a craft that correlates with the upcoming season. I bring all the supplies and demonstrate the project that month. I love the sense of community these events build. I’ve met so many wonderful people, many of which attend regularly each month. The whole concept is that when my attendants leave the event, they have a craft they can immediately decorate with and use year after year. In the past we’ve made wreaths, signs, centerpieces and so many others!
Sharing home decor inspiration on my Instagram account has been a huge part of my business since the day I started. Photographing a space I style, goes back to exploring a love for all different art mediums. When I style a space and compose a photo to share, my hope is that I inspire someone in their own home. Through Instagram I can inspire many more people on a larger scale than just one client at a time. I’ve used Social Media as a large component of getting my business out there and my images have been shared by some big brands most notable- my front door featured on Better Homes and Gardens’ social channels for every season/holiday. Using Instagram as part of my business has allowed me to collaborate with brands I love. Today, I create content for brands to help them market upcoming sales, product launches and/or promotions. I’ve been lucky enough to collaborate with many small and large brands like Pier 1 Imports, Boston Interiors, Christmas Tree Shops and That! I absolutely love this part of my business because I enjoy the challenge of finding fun ways to share home decor content and inspiration to my followers.
What do you feel are the biggest barriers today to female leadership, in your industry or generally?
I think one of the biggest barriers for anyone’s success in starting a business or role in leadership is partly mental. Self-doubt is a huge barrier. It’s easy to talk yourself out of following that big opportunity or idea because, what if you aren’t good enough? What if it doesn’t work out? What if the business flops? What if no one likes it? Tuning out the external noise and focusing on your inner voice is crucial. Having confidence in yourself and your specialties/knowledge area is SO important. Yes, you may fail but trying and failing is accomplishing more than not trying at all. I’ve been fortunate to have such strong examples of hard working women in my life from my grandmother to my mother and aunts.
The interior design and decorating industry may be at the forefront of female leadership. There are many female leaders in this field that are thriving like Emily Henderson, Joanna Gaines, Shea McGee of McGee and Co. (inspirations of mine). I can only imagine the obstacles these women, and all for that matter, must have overcome to get to the high level positions they’re in today. I believe success looks different for everyone but at the core it comes from passion, hard work and perseverance. No matter gender or age … it’s never too late to pursue your dream, even with a couple kids in the back seat.
Thank you to Boston Voyager for asking me to be amongst many of our local Boston female creative entrepreneurs. I’m so honored and humbled to be part of this inspiring group!
Contact Info:
- Website: www.jordecor.com
- Email: jordecor1@gmail.com
- Instagram: JorDecor
- Facebook: JorDecor
- Other: https://www.pinterest.com/jordecor/
Image Credit:
Jordan Lund
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