We’re excited to introduce you to the always interesting and insightful Kelli Caldwell. We hope you’ll enjoy our conversation with Kelli below.

Kelli, thanks for joining us, excited to have you contributing your stories and insights. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

This encapsulates the idea from execution, taking a risk, first client and scale up but I think those all jive together nicely.

After becoming a mom of two girls, I underwent a career change due to the impracticality of maintaining buyer hours and travel for my family. I think this is such a relatable topic as so many moms have this struggle. During this career pivot, I did some consulting to keep my mind in the game. While consulting part-time for eCommerce sites, I found it financially helpful but creatively unfulfilling. My passion for creating assortments and blending business with creativity led me to explore interior design. Initially assisting a local designer with an eCommerce shop, I eventually decided to start my own interior design business which was a huge risk for my family! We had to invest in additional child care, branding, the financial piece of starting a business like legal fees, and all of those details before it was a proven concept. It required a lot of faith in me from my husband and in myself. Even during this exploration, I was panic interviewing for buyer jobs knowing that ultimately, that was not what I wanted to do. I did take an online class and started educating myself through Facebook groups and local designers. Collaborating with a friend for branding (Alex Labriola with Al Stampa), I reached out to my daughter’s preschool network, initially offering free services. This kickstarted my client base, and subsequent opportunities allowed my business to grow into a 6-figure venture. Despite lacking formal design education, my business acumen, organizational skills, and effective communication played a crucial role in building strong client relationships and contributing to the success of my unexpected career shift.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

For me, starting my own business has always been a dream. After years of contemplating, I officially launched Louis & Vail Interiors in 2017. Ultimately, I love growing small businesses, I find it to be so passion-driven and extremely fulfilling. With a background in business and retail, it provided me with expertise in sourcing, creativity, communication, and leadership.

The name Louis & Vail derives from my St. Louis, Missouri roots and my love for Vail Valley, Colorado. My passion for the arts and decorating was inspired by my grandmother, Jeanette, who had a unique eye for colorful modern design. Living in New England for most of my adult life, I have formed a true appreciation for the historical character and charm of the homes. Mixing old and new is what really gives me the ability to blend modern design with the cozy warmth of timeless character.

It is very important for me to tell my clients that while the design is the pretty part, the piece of this business that matters is the communication, organization, and follow-through. I have been able to accomplish this through some trial and error but also through a fabulous team who supports me through and through.

I was quick to hire some part-time employees due to an autoimmune disease I have which does take me away from the ability to do it all and it has been the best thing I could have done. The team is creative, fun, and hardworking and by hiring people, it allows me to manage my health, be more present for my family, and ensure my clients are getting the service they deserve. We have created processes that ensure there is internal and external clarity. This is the part I am most proud of!

What’s been the best source of new clients for you?

The most effective strategy for me has been referrals so essentially, working hard to ensure my current clients are as happy as can be so they will refer me to their friends and family. It has thankfully worked thus far and some of my most lucrative clients have come through referrals!

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

About 3 years ago, I was diagnosed with a rare autoimmune disease. At that moment in time, I thought I was going to have to give it all up. I could not envision how I was going to manage my health, be a present parent, and work full-time. It took a lot of brainstorming but ultimately, I found some ways to maybe make less money but have a career nonetheless. This includes hiring people, and acknowledging that while I can do it all on my own, I can do it better with others supporting me. That was key. From there, I was able to focus on the process and create some boundaries with my health and the jobs I started taking on. I was able to come out of this stronger and more successful! My health situation forced me into hiring much sooner than I would have but because I did, I was able to grow my business so it all very much worked out.

Contact Info:

• Website: www.louisandvail.com
• Instagram: @louisandvailinteriors
• Facebook: Louis and Vail Interiors
• Linkedin: Kelli Caldwell

Image Credits
Boston Branding Photographer, Tamara Merri Photography