We were lucky to catch up with Diane Perry recently and have shared our conversation below.
Hi Diane, thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.
We license artwork from artists for our wallcoverings, Our whole company is artist-driven and many of us at Area Environments are artists as well, so we are particularly sensitive to their work and the percentages we pay for royalties. It seems most products that are using artists artwork run in the 3% – 5% royalty rate and we are double that. We also focus on the artists stories and their practice.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I had moved to Minnesota in 2012 to finish my education at MCAD. While attending MCAD, I started at Area Environments as a part-time graphic design intern. An adult student, I had many years of management experience already under my belt combined with creative and operational skills, I became the Operations manager in 2014. Jamie (Owner) not only recognized my dedication but my strategic and creative vision and honored me with the position of President in 2018.
We have an exceptionally talented crew of individuals who have made Area the multi-million dollar company it is today. I believe none of this success was possible without the trust of so many amazing people. Jamie’s trust in me to lead this company, to the artists’ faith in taking care of and honoring their artwork, we established the foundation of the company with integrity and trust. What sets us apart in our industry is the unwavering dedication to authenticity. In working directly with artists, respecting and utilizing their original compositions, we are producing stunning mural-based wallcoverings.
I am most proud of the relationships we have built with our sales partners, artists, and end users. I genuinely believe that our company prioritizes people, and by placing their need at the forefront, we have achieved success not only for ourselves but for everyone we collaborate with.
How’d you build such a strong reputation within your market?
We started by building a set of 6 values to rely on when making tough decisions.
Integrity, Creativity, Respect, Be Great, Growth, Weee!
As the manufacturer of the wall paper, we sell to distributors throughout the country, design showrooms who sell our product to Designers and Architects. Our commitment to honoring artists and the integrity of their work, creatively solving problems for Designers and Architects, respecting our sales partners by providing great service and a great product, weeeee have a ton of fun in our daily operations. It shows up for our clients and the industry, how you do anything is how you do everything. People will notice.
How about pivoting – can you share the story of a time you’ve had to pivot?
This is both life and career:
I was running a wedding photography business and 18 years in, I was burnt out. I had taken something I was so passionate about (photography) and turned my side hustle into a career and did not think about the unintended consequences of what I did for “joy” becoming such a grind. I was surprised by the advent of digital photography and what it would do to the industry. I was tired of competing with every person who was able to buy a digital camera and take 3000 images to get 200 good ones, it felt like such an infringement on my years of experience and learning. So at the age of 38, single with two children, I went back to school to become a graphic designer (only to learn that everyone is designer too, ha!)
Single best investment in myself I have ever made.
Contact Info:
- Website: areaenvironments.com
- Instagram: areaenvironments
- Facebook: https://www.facebook.com/areaenvironments/
- Linkedin: https://www.linkedin.com/in/diane-perry-48335526/