We recently connected with Carly Sioux and have shared our conversation below.

Hi Carly, thanks for joining us today. How did you come up with the idea for your business?

No Era arrived out of a unique moment during a Saturday morning Tarot journaling session. One such morning, the words ‘No Era’ came to mind, resonating instantly as the perfect name for an interiors brand. It had an edge, a particular allure that my existing venture lacked. So in 2019, I decided to embrace this new concept, and thus, No Era was officially born.

Leaning into the branding I really ran with No Era’s implication of timelessness. This concept opened the doors to an eclectic array of styles and periods, giving me the freedom to curate and blend seemingly disparate design elements. What really defines No Era’s aesthetic success is the skillful navigation through high-contrast, genre-bending styles. It’s one thing to arrange a Mid-Century modern room – a task many are adept at. However, the unique strength of No Era lies in my ability to juxtapose diverse styles, creating a harmony that is both unexpected and visually striking.

The prevailing trend among vintage resellers and designers at that time leaned heavily towards a zen, organic, and bourgeois aesthetic. I took No Era down a radically different path. My approach is unapologetically brash, infused with the edgy beats of Underground music rather than trending tunes. I draw inspiration far and wide presenting an eclectic mix, from Iggy Pop to Maria Callas, Leigh Bowery, Balenciaga, avant-garde films as well as set designers and performance artists. My campaign and marketing strategies daringly play with the word ‘No,’ standing out in stark contrast to that of the perfunctory and superficial influencers and conventional interior design personalities. This isn’t just about being different; it is about redefining the narrative in design, where ‘No’ becomes as powerful as any ‘Yes’. Going against traditional marketing advice, this direction set No Era apart, embracing a tenacity often absent in the industry. To stand out is risky, but it’s the essence of No Era.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I describe myself as an aesthetic consultant, a term that captures the breadth and flexibility of my work without confining me to a specific niche. My practice spans buying, selling, and collecting vintage furniture, art, and decor. I’m meticulous about what aligns with my brand, ensuring everything I promote resonates with the essence of No Era. My services are multifaceted – staging, sourcing, styling, fine consignment, photography, and design consultations. I’ve established networks with dealers in cities like New Orleans, New York, Miami, and currently Cincinnati, which expands my versatility, allowing me to work in diverse locations and collaborate with a wide range of clients.

My background as a visual artist and musician lends a unique edge to No Era, influencing my unconventional approach to marketing and promotions. My experimental product reels, recognized by publications like Chairish and PostPunk, reflect this distinctiveness. A highlight was last year’s ‘Haunted Graffiti’ campaign: I spent 72 hours in a haunted Italianate mansion in New Orleans, offsetting high-end antique furniture with monumental contemporary graffiti murals. The project, documented through photography and video art, wasn’t just a sales success but a creative milestone, embodying No Era’s high-contrast design philosophy.

I truly believe No Era stands out not just for its quality and value, but also because it embodies a space where I get to be my authentic self. The brand reflects my unique approach to design, blending my personal taste with professional expertise. Every project, every curated piece, speaks to this commitment. In creating No Era, I’ve not only built a brand but also carved out a niche where my individuality shines through, resonating with those who appreciate a distinctive, personal touch in design.

We’d love to hear a story of resilience from your journey.

In this industry, resilience isn’t just a choice; it’s a necessity. This trade demands tough skin, a relentless work ethic, and an unshakable commitment to the hunt. Many outside the business don’t fully grasp the risks, liability, physical labor, and logistics involved, as well as the intensive effort required to build relationships with vendors, dealers and clients. Many will underestimate the complexity of this work, which often results in unrealistic expectations about pricing and value. It’s important to remain detached from such feedback, understanding that it’s not a reflection of your worth but rather a gap in market awareness. Staying focused on your vision and the true quality of your work is key to navigating these challenges.

On the other side, the industry can be an icy terrain for rising newcomers. There’s a critical middle ground between just starting out and truly establishing yourself, a phase brimming with growing pains. It’s here, in this liminal space, where many falter and quit. During this crucial phase, it can feel like industry peers and observers are skeptical of your progress, quick to doubt but even quicker to praise once you’ve established your success. This shift, where those who once questioned you become advocates in the wake of your achievements, can be jarring. It highlights the fickle nature of external opinions and underscores the need for steadfast belief in your own vision and capabilities.

Can you tell us about a time you’ve had to pivot?

I am actually pivoting at this very moment! After spending 7 years in New Orleans, I spent most of 2023 scouting where I should relocate my business before returning to my hometown of Cincinnati after being gone over 20 years. New Orleans taught me so much about design, furniture, and architecture, but it was no longer sustainable to be there. Growing concerns about climate change and global warming as well as, being in Louisiana was geographically isolating. In contrast, situating my business in Cincinnati offers a strategic advantage, allowing me to access broader markets and resources.

This redirection has been challenging, especially considering the emotional ties I had to New Orleans and the established presence I cultivated there. However, recognizing the changing landscape and the need for adaptability, I made the decision to reorient myself to a location that offers more opportunities for growth and sustainability for my business. It’s a bold move and I’ll have to adjust my business model to fit the need of this market but I’m excited about the possibilities that lie ahead. Pivoting is an essential skill in entrepreneurship, a constant amidst the ever-changing business landscape. It’s not just about adapting to survive, but about strategically shifting to thrive.

Contact Info:

• Website: https://houseofnoera.com/
• Instagram: @houseofnoera
• Facebook: https://www.facebook.com/houseofnoera/
• Linkedin: https://www.linkedin.com/in/carlysioux/
• Youtube: https://www.youtube.com/channel/UCtciNUJs4eYcM-Kc0d4uoxw
• Other: I have secondary IG account that’s a catalog of Products for Sale: @noeraliving This is my Chairish shop: https://www.chairish.com/shop/noeradesigin Pintrest: https://www.pinterest.com/HouseofNoEra/

Image Credits
Lead Photo: Mark Mascar Photography All Other Photography by House of No Era