We were lucky to catch up with Jose Espejel Romero recently and have shared our conversation below.
Jose, appreciate you joining us today. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?
This is how we will dominate IKEA as the best home decor brand in the world: Having a strong vision, great team-building skills, and accountability.
1. A Strong Vision:
Every successful brand starts with a clear, compelling vision. Without it, there’s no direction, no purpose. Vision is what guides every decision and inspires people to rally behind a cause. Take Steve Jobs, for example. His vision wasn’t just to make computers—it was to create technology that felt intuitive, beautiful, and accessible. He famously said in a 1997 Apple keynote, “Innovation distinguishes between a leader and a follower.” That mindset pushed Apple to revolutionize multiple industries, from personal computing to music and mobile phones. At Indulgence, our vision is to redefine modern home decor by merging music-inspired designs with timeless, sophisticated aesthetics. It’s not just about creating products; it’s about creating experiences that resonate emotionally with our customers.
2. Great Team-Building Skills:
A vision is only as strong as the people who help bring it to life. Building the right team means finding individuals who not only have the skills but also share the passion and values of the brand. Kanye West exemplifies this with how he built Yeezy and DONDA. He surrounds himself with innovative, forward-thinking creatives from diverse backgrounds, believing that the best ideas come from collaboration across disciplines. His approach to team-building is rooted in challenging the status quo—he values people who aren’t afraid to think differently and push boundaries. Kanye once described DONDA as a “superhero collective” of creatives, showing his belief in harnessing the strengths of others to create something larger than any one person could achieve alone. Similarly, Tyler, the Creator built an empire with Odd Future and Golf Wang by collaborating with artists who embraced authenticity and individuality. In his 2020 Grammy acceptance speech, he said, “I never fully felt accepted in rap, but I don’t care, because I’m here, and I’m happy.” Tyler’s approach to team-building shows that embracing diverse perspectives and staying true to your creative vision can lead to groundbreaking success. At Indulgence, we focus on hiring people who are not only talented but also committed to pushing creative limits and elevating our brand to new heights.
3. Accountability:
No matter how strong the vision or talented the team is, success won’t happen without accountability. It’s about owning up to mistakes, learning from them, and continuously striving for improvement. Jeff Bezos instilled a culture of accountability at Amazon by encouraging long-term thinking and data-driven decision-making. He emphasized the importance of being customer-obsessed and holding teams responsible for delivering results. In his 2018 Letter to Shareholders, he wrote, “If you do build a great experience, customers will tell each other about it. Word of mouth is very powerful.” That level of accountability is what built Amazon into the powerhouse it is today. At Indulgence, we hold ourselves to the highest standards—from product quality to customer experience—because we know that consistency and trust are key to building a lasting brand.
By combining a powerful vision, strong team dynamics, and a culture of accountability, Indulgence isn’t just aiming to compete—we’re here to lead, innovate, and inspire. That’s how we will set ourselves apart and become the best home decor brand in the world.
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.
We’re Javier Sandoval and Jose Espejel, the founders of Indulgence, a modern urban home decor brand that blends music, design, and lifestyle into meaningful pieces for your space. Our journey started with a shared passion for aesthetics and storytelling—specifically, how music shapes emotions, moods, and memories. We wanted to translate that same feeling into home decor, creating products that aren’t just functional but deeply personal.
At Indulgence, we create music-inspired candles and custom rugs that bring culture and creativity into home spaces. Each candle is carefully crafted to capture the essence of an iconic album—whether it’s the calming, introspective energy of Blonde by Frank Ocean or the bold, dynamic spirit of Igor by Tyler, the Creator. We use scent, minimalistic design, and thoughtful packaging to turn our candles into an experience that connects with people on a deeper level. Our custom rugs take that same approach, offering bold, art-driven designs that merge home decor with music culture.
What truly sets Indulgence apart is our commitment to collaboration and storytelling. We’re not just selling products—we’re building a creative movement. We’ve had the opportunity to work with some incredible artists and brands, from collaborating with Summerfest to design rugs for Ken Carson and Lil Uzi Vert, to working with curated fashion boutiques like Niche Exhibit. We also love supporting local talent, recently teaming up with Keylime, an amazing Milwaukee-based music producer whose sound makes you want to move. These collaborations allow us to bring our love for music into everything we do, while also giving back to the creative community that inspires us.
Beyond our products, we’ve been creating candlelight events, where people can experience our brand in an intimate, immersive way. These gatherings are about more than just home decor—they’re about setting a mood, bringing people together, and letting music and scent create a whole new experience.
We’re proud of what we’ve built, but we’re even more excited for what’s next. Indulgence is more than just a home decor brand—it’s a statement. It’s about bringing music into your space in a way that feels modern, timeless, and deeply personal. Whether it’s through a candle that transports you to a specific moment or a rug that makes a statement in your room, we’re here to create pieces that resonate.
For anyone discovering Indulgence for the first time, we want them to know that our brand is about more than just products—it’s about creating moments. Whether you’re lighting one of our candles after a long day or stepping into a space elevated by our designs, our goal is to make you feel something. We’re here to inspire, to innovate, and to bring a fresh, modern take on home decor that resonates with the culture and creativity of our generation.
What’s a lesson you had to unlearn and what’s the backstory?
You Can’t Do It All Alone
One of the biggest lessons we had to unlearn is the idea that success comes from doing everything yourself. When we first started Indulgence, we believed that if we just worked harder and handled every part of the business ourselves, we could make it work. But as we grew, we realized that this mindset wasn’t just exhausting—it was limiting our potential.
We’ve seen firsthand how people in our city struggle to grow because they refuse to ask for help or bring others on board. They stay stuck, not because they lack talent or ambition, but because they try to carry everything on their own shoulders. There’s nothing wrong with running a business solo if your goal is to stay small—like a local flower shop or a single gas station—but if you want to scale up, build something bigger, and truly make an impact, you need a team.
Bringing in the right people doesn’t mean losing control—it means creating a stronger foundation. Having a team, mentors, and collaborators helps you stay motivated, stay accountable, and see things from new perspectives. Some of our biggest moves—like collaborating with Summerfest, working with Niche Exhibit, or integrating music into our brand with producers like Keylime—happened because we were open to working with others who brought new energy and expertise.
The truth is, no one builds something great alone. The most successful brands, artists, and entrepreneurs all have a strong team behind them. If your vision is bigger than just getting by, then you have to be willing to delegate, trust, and collaborate. That’s the mindset shift that changed everything for us.
What do you think helped you build your reputation within your market?
I think what really helped us build our reputation in our market is how Indulgence has always been about community. From the start, we’ve focused on creating experiences that bring people together—whether through our candles, rugs, or the events we host. These events have been a way for people to not only experience our products firsthand but also to connect with us as the owners, Javier and Jose, and with each other. It’s about more than just selling something—it’s about building a space where people feel inspired and included.
Beyond in-person events, we’ve also grown our community online through platforms like Instagram and TikTok, where we actively engage with our followers and bring them into our creative process. Collaborations have also played a big role in expanding our reach—working with brands like Views, Niche Exhibit, and Summerfest has allowed us to introduce Indulgence to new audiences while staying true to our vision.
At the end of the day, our reputation has been built on real connections, both locally and online, and I think that’s what makes Indulgence stand out.
Contact Info:
- Website: https://indulgencemke.com
- Instagram: https://www.instagram.com/indulgence_decor/
- Twitter: https://x.com/Home_indulgence
- Youtube: https://youtube.com/@indulgencebrand?si=oeqMDM9yh7xw7IqK
Image Credits
Photos by Cristian Reyes (@Cristian25reyes on instagram)