We caught up with the brilliant and insightful Danielle Hardy a few weeks ago and have shared our conversation below.
Alright, Danielle thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?
I started Urbanwalls as a mom of two small boys. After leaving my previous career in graphic and web design to be a stay-at-home mom, I soon realized I needed a creative outlet. Decorating my boys’ room was proving to be a challenge, as I wanted decor that wasn’t cheesy but also fit within our budget. I wanted to create a space that they wouldn’t outgrow in just a few years.
Conveniently, my husband had a vinyl cutter in our garage, and I started experimenting with design ideas that inspired me for my own home. Back then, starting an e-commerce site was expensive, but I stumbled upon a new platform called Etsy. It allowed me to showcase my mock-ups on stock photos with little to no investment. So, with my creative juices flowing, I listed a few different decal designs.
To my surprise, when I woke up the next morning, I found a sale in my inbox. That’s when I knew I was onto something special. Urbanwalls was born out of a desire for unique and affordable decor, and it all started with a simple idea and a lot of hard work.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m Danielle Hardy. My journey into this industry wasn’t intentional, but rather sparked by a simple desire to transform my living space into a haven of comfort. This was in a time predating the dominance of platforms like Pinterest and Instagram, when finding design inspiration was a real treasure hunt. The notion of wallpaper was quite different back then – more permanent, less trendy.
Enter Urbanwalls. Our venture emerged to fill a gap in the market with removable wall decor, encompassing wall decals, wallpaper, and murals. We cater to the needs of renters, those who relish the idea of fluid spaces, and individuals in search of cost-effective yet elegant means to reflect their identity through interior design.
What began modestly within the confines of my Canadian garage has blossomed into a thriving enterprise with nearly 14 years of rich experience. Initially serving as a creative outlet for a mother of two young boys, Urbanwalls has far exceeded my initial aspirations.
In our initial phases, the focus lay predominantly on one color dye-cut decals. However, driven by our unwavering commitment to design and our valued clientele’s demands, our product line has expanded exponentially. Our offerings now spans intricate full-graphic decals, captivating wallpapers, and immersive murals.
It’s worth noting that our operations are proudly managed entirely by women – a testament to the power of a shared vision and purpose.
Today, with a family that has grown by one, I cherish the fact that my children have witnessed the evolution of Urbanwalls. The journey of transforming passion into a tangible and impactful venture isn’t without its challenges, but my advice to those contemplating a similar path is to commence with your current resources. Progress with consistent, measured steps, and soon you’ll find yourself embracing a way of life that beautifully harmonizes with your passions.
Can you tell us about a time you’ve had to pivot?
Around a decade into our business journey, we were riding a wave of steady sales both in Canada and the US. Then, in March 2020, during a spring break trip to Scottsdale, Arizona, things took a wild turn. The world began shutting down due to the onset of Covid. It was like stepping into the unknown, and the fear was palpable. Our business relied heavily on crossing the border to serve our American customers. But with border closures and lockdowns, we had to do a quick 180 and shake things up. We huddled up and made a snap decision – we were going to set up shop right there in Arizona. This way, we could take care of US orders on US soil, while our Canadian orders stayed cozy up north.
Social distancing rules, supply chain hiccups, and decisions flying at us like confetti. Yeah, it was quite the ride. But we drew from the same playbook that got us started in the first place. Step by step, decision by decision, we tackled each challenge head-on.
In a mere three months, we found a space for our warehouse, rounded up a crew, and got the ball rolling. Meanwhile, our amazing Canadian team held down the fort back home while we rolled up our sleeves in Arizona. This chapter was all about growth – and boy, did we grow. We had to pivot like crazy to stay in sync with the ever-changing world around us.
Looking back, that time was a turning point. We learned that sometimes you’ve got to shift gears to keep moving forward. And that’s exactly what we did – kept our feet moving, our spirits high, and our determination unbreakable.
What’s a lesson you had to unlearn and what’s the backstory?
One of the most valuable lessons I’ve embraced, and it’s a lesson that continues to guide me through any situation that seems enormous and overwhelming, is to reconnect with the very beginning – where it all began. Whenever things start feeling like a colossal mountain, I remind myself to take it step by step, decision by decision, task by task, with an eye on the next in line.
If I had sat down at the outset of this business and let my mind run wild with the thought of creating a whole website, stocking up on countless vinyl colors, figuring out international shipping, and purchasing a fleet of machines, I might have been paralyzed by the enormity of it all. Instead, I simply fired up my laptop, designed a mockup, worked with the machine I had on hand, and listed just three products. It was all about that steady, one-foot-in-front-of-the-other approach.
From that point, things flowed naturally. An order came in, and I bought the exact vinyl I needed. The truth is, when I started out, I was pretty clueless about a lot of things. Maybe not everyone’s journey begins that way, but the core principle is universal. It’s all about asking yourself: “What’s something I can tackle right now?” “What small decision or task can I check off with what I have at this moment?” Instead of getting caught up in the enormity of the grand plan or doubting whether it’ll work out, the focus shifts to using the resources at hand to move forward, inching ever closer to your goal.
This principle, this mindset, has been my compass through all these years. When I look back at everything we’ve learned, all the milestones we’ve reached, it all traces back to taking countless small steps forward. It’s a journey of progress rooted in simplicity – one decision, one action, one step at a time.
Contact Info:
- Website: https://uwdecals.com/
- Instagram: @urbanwalls
- Facebook: https://www.facebook.com/urbanwalls
- Youtube: @UrbanwallsDecor