We were lucky to catch up with Caroline Schmidt recently and have shared our conversation below.

Caroline, thanks for taking the time to share your stories with us today Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?

During 2020 when the Covid-19 virus outbreak was beginning, the dental office I worked at shut down for two months. Being at home every day without much to do, my creative side began to flourish again. I was painting, gardening and restoring and cleaning some vintage wicker pieces I had collected that were making their own collection of dust in my garage. I fell in love with a peacock chair and once I had collected a few peacock chairs I had to find something to do with them. I did a promotional outdoor bohemian styled setup with fresh floral for a local photographer Allison Claire Imagery at the end of 2020. Allison’s photography helped launch the idea for rentals in 2021 especially during a time when most people were holding their events outdoors to prevent the spread of the virus. I don’t think I would’ve started my rentals sooner as I did not have the time to reignite my creative side until I had a couple months stuck inside at home during Covid-19. I believe I started at just the right time as I had been collected chairs years before they became very popular again and now you can hardly find one! Also, with so many events being held outdoors like “drive-by” baby showers people wanted to have backdrops and chairs to sit in as focal points in the driveway.

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

I’ve always had a passion for thrifting and finding vintage furniture especially wicker, bamboo and rattan. I consciously try to purchase many things second-hand and I started procuring and collecting vintage wicker peacock chairs. Some of the chairs needed restoring so I learned how to repair them as a hobby during the pandemic for later potential resale. However, I decided I couldn’t part with most of them because they were just too beautiful! Once I was back to work and things reopened, people starting showing interest in using the chairs for events and photography. Aside from the chairs I also have vintage tables, rugs, loveseats and accessories in stock for rent. Wicker peacock chairs are the perfect focal point for photoshoots, engagement parties, birthday parties, baby showers, bridal showers, weddings, and more!
I try my best to provide excellent customer service and make sure each client is happy with their choice of chair for their event! I’ve been known to carefully fit a few chairs in my car to even let clients make sure they chose the right size and style at drop off. I think what sets me apart from other furniture rental companies is the very large selection of Peacock Throne type chairs I have to offer. Currently I have over 40 different ones to choose from!
Justice Rae’s is is a small local owned business in the Charlotte, NC and surrounding areas. I do everything myself from client’s initial inquiry to delivery and pickup (with some much appreciated help from my husband when I have more rentals than I can handle in one weekend).
One thing I’m most proud of is that one of my very first Emmanuelle style chairs was used as a set prop in a Hollywood movie. Look for it in the film based on a Judy Blume novel titled “Are You There God? It’s Me, Margaret” that is in theaters now!

Where do you think you get most of your clients from?

I made a Google page, designed some trifold pamphlets and business cards and had them printed but Social media (specifically Instagram) and word-of -mouth have by been the best sources of new clients for my business.
The other local vendors and business owners I have met in person and online have been very supportive and tell a lot of their clients about my chair rentals. I enjoy building connections with fellow entrepreneurs and vendors in this area and am beyond grateful for all of their support!

Special thanks to Allison Myers (owner of Allison Claire Imagery) who helped me capture the vision of my first photography setup and continues to spread the word about my chairs. Maggie Jenkins (owner of Pop Charlotte Balloons), Carly Slesarev (owner of Gossip Party Boutique), Taylor Mack (owner of Paradise Playland Charlotte and Charlotte Marquee Lights), and Jade Phan (owner of Jade Phan Designs) have also shown a great deal of support for my company.

How did you build your audience on social media?

Being a shy introvert it was actually quite difficult in the beginning to try to get to know people in the community. However, I have met so many local photographers, balloon artists, venue owners and models who have been so supportive and kind! As far as social media marketing strategies, I try to utilize hashtags and make reels to engage with the community. Many of my Instagram reels make fun of my obsession with peacock chairs and how packed my storage unit and my garage have become. Some of my other reels are instructional videos about how to oil dry wicker chairs or how to repair the broken. lacing on wicker chairs.
I encourage people just starting out in their business to stick to posting content that relates to their specific niche and make sure you put out consistent content so people can clearly see what your business is about and what you have to offer!

Contact Info:

• Website: https://justiceraesvintage.wixsite.com/justiceraes-1
• Instagram: https://www.instagram.com/justice.raes/
• Facebook: https://www.facebook.com/justice.raes

Image Credits
All images by: Allison Claire Imagery