We recently connected with Stacy Verdick Case and have shared our conversation below.
Alright, Stacy thanks for taking the time to share your stories and insights with us today. One deeply underappreciated facet of entrepreneurship is the kind of crazy stuff we have to deal with as business owners. Sometimes it’s crazy positive sometimes it’s crazy negative, but crazy experiences unite entrepreneurs regardless of industry. Can you share a crazy story with our readers?
One of the craziest and most rewarding aspects of running Peony Lane Designs is matching the right pieces with the right people—sometimes even reuniting long-lost treasures with their rightful owners. I’ve had several experiences like this, but two, in particular, stand out as reminders of how what I do adds real value to people’s lives.
The first involved a box lot of old photographs I had purchased from a photography studio that had been in business for over 100 years. Over the decades, different family members had taken over the company, but by the 2000s, they decided to close their doors for good. Vintage photos usually sell for just a few dollars, and they’re great for filling in blank spaces in a booth display. At one show, I randomly scattered a few from the lot, not thinking much of it.
That afternoon was slow, and I noticed a woman staring at one of the photos for an unusually long time. I jokingly told her that after all that time spent looking, she had to take it home. She smiled and said the man in the picture looked just like her grandfather, though she was sure it couldn’t be him since he had lived far from where we were. But when she mentioned the town he was from, my heart skipped a beat—it was the same town where I had purchased the photos.
She was in complete shock. As she stared at the image, tears welled up in her eyes—it was her grandfather. She immediately reached into her pocket for the $3 I had marked on the photo, but there was no way I was going to charge her. That picture was always meant to go home with her.
The second experience happened during one of my statewide buying trips. I had driven all over in my van, searching for unique pieces, when I stopped at a garage sale and discovered the most incredible old dresser. The women running the sale spoke about it with such love, sharing stories of their uncle, who had owned it. He had been meticulous, something evident in the way he had written the sizes of clothing on the sides of each drawer to keep everything organized.
The dresser needed some care, but I assured them that I restore furniture and find new homes for special pieces. Before I left, they made me promise that I would find a good home for their uncle’s dresser, and I wholeheartedly agreed. I loaded it into my van and drove off, knowing I was so far out of town that I’d likely never be back in that exact spot again.
Fast forward two years. I was on another buying trip when I pulled into a driveway for a sale and had an overwhelming sense of déjà vu. As soon as I stepped inside, I knew—I had been there before. I turned to one of the women working the sale and asked if she had an uncle by the name they had told me years earlier. Her husband looked at me and said, “You bought the dresser.”
I told them that I had indeed bought it, restored it, and sold it to a woman who absolutely fell in love with it. I even showed them pictures on my phone of the finished piece and shared how I had passed along their uncle’s story to the new owner. The two nieces were so touched that they started crying.
These moments remind me why I do what I do. It’s more than just selling vintage pieces—it’s about preserving history, honoring memories, and making connections that truly matter.
Stacy, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m Stacy, the founder of Peony Lane Designs, where creativity, sustainability, and affordability come together to give old pieces new life. My journey into the world of vintage, restoration, and upcycling started with a deep love for history and craftsmanship—those beautifully made items from the past that have so much character but often get overlooked. What began as a personal passion for rescuing and restoring furniture eventually grew into a full-fledged business, allowing me to help others create stylish, unique homes while promoting sustainable living.
At Peony Lane Designs, I offer a curated selection of restored furniture, vintage home décor, and upcycled pieces, and educational content to inspire others to embrace restoration. Through my blog and YouTube channel, Junkin’ with Stacy, I share tips, techniques, and behind-the-scenes looks at my process—whether it’s uncovering hidden treasures at estate sales or transforming a worn-out dresser into a statement piece. My goal is to make vintage and upcycled design accessible, showing people that a beautiful home doesn’t have to come with a luxury price tag.
What sets Peony Lane Designs apart is the personal touch and storytelling behind every piece. I don’t just sell furniture—I preserve history and help people find meaningful connections to the past. Whether it’s reuniting someone with a long-lost family heirloom or matching the perfect piece to a new home, every item has a story, and I love being part of that journey.
One of the things I’m most proud of is the community that has grown around my work. I’ve been lucky enough to connect with like-minded people who value sustainability, craftsmanship, and creativity.
For anyone new to Peony Lane Designs, I want them to know that my mission is simple: to bring stylish, sustainable, and affordable design to everyone. Whether you’re looking for inspiration, a one-of-a-kind piece for your home, or tips on how to restore something yourself, Peony Lane Designs is here to help.
How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.
I currently sell on both Etsy and Amazon. The biggest advantage of these platforms is their ease of use—both provide extensive resources to help sellers get started, from setting up a shop to managing listings. Their built-in customer base and search visibility also make them great options for reaching buyers who are specifically looking for vintage and handmade items.
One challenge I’ve encountered is pricing and shipping logistics. Being based in the Midwest, my local pricing tends to be lower than what’s considered standard in markets like New York or California. It took some time to adjust and recognize that higher price points are completely normal in those areas, and I’ve had to factor in shipping costs accordingly to remain competitive while still making a profit.
Etsy’s fees, in particular, can add up quickly. While I understand that transaction, processing, and advertising fees are part of doing business, the recurring listing fees—charged every three months for unsold items—sometimes feel excessive, especially for sellers with a large inventory. That said, I know these costs are tax-deductible, and the platform does provide significant exposure, so it’s a tradeoff.
Overall, selling on Etsy and Amazon has been a valuable experience, but like any business decision, it requires constant evaluation to ensure that the platforms align with long-term goals. I’m also exploring ways to expand my direct-to-consumer sales through my own website to have more control over pricing, branding, and customer relationships.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
I’m a voracious reader, constantly absorbing new ideas through books, audiobooks, and magazine articles. Whether I’m driving, painting, or working on a project, I always have a business audiobook playing in the background. Continuous learning is a huge part of my entrepreneurial mindset, and I believe staying informed helps me adapt and grow in an ever-changing market.
For retailers, one book stands out above the rest: Why We Buy by Paco Underhill. It’s truly my bible when it comes to understanding consumer behavior and the psychology of shopping. I re-listen to it at least once a year, and every time, I pick up new insights that help me refine my approach to selling and merchandising. If you own a store, this book is an absolute must-read.
Contact Info:
- Website: https://www.peonylanedesigns.com
- Instagram: https://www.instagram.com/PeonyLaneDesigns
- Facebook: https://www.facebook.com/peonylanedesigns
- Linkedin: https://www.linkedin.com/in/stacyverdickcase/
- Youtube: https://www.youtube.com/@JunkinwithStacy
- Other: https://www.tiktok.com/@peonylanedesigns?lang=en
Image Credits
Stacy Verdick Case – Peony Lane Designs