We caught up with the brilliant and insightful Linda Schacht a few weeks ago and have shared our conversation below.

Hi Linda, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Eastman Cartwright Home got its start in 2019 as a furniture division of an already-established 100-year-old lumberyard, Eastman Cartwright Lumber Co., a business with deep family roots. My husband, Will Schacht, became the fifth-generation owner that same year. Together we wanted to create a place where both men and women would feel comfortable to creatively build, renovate, or accentuate their already-established home. His building background as the estimator/building supplier to local contractors and residents, paired with my attention to detail, vision, and love for all things home design and décor, married the two businesses beautifully. We became a one-stop-shop for lumber, building materials, flooring, cabinetry, tile, furniture, and home decor.

Eventually, through growth, Eastman Cartwright Home began offering full-scale interior design services, taking all of the above to the next level. Our services caught the attention of not only our local community, but customers throughout the U.S. Our strong local relationships and exceptional customer service also translate seamlessly into e-design services, allowing us to work with customers throughout the country who want that connection and relationship we offer. Most interior designers work directly with manufacturers and building trade professionals – that’s not new – but how we differ is in our connection as a direct supplier. This inner knowledge allows our company to maximize resources shared and sourced right from our own store.

Linda, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I was a hairstylist and salon owner for many years. It was my passion for a long time and fueled my creativity. When I met my husband, and foresaw myself moving, the wheels began to turn. Working with my partner in a long-standing family business was not something I ever thought possible, so it feels surreal living my dream and watching it grow and flourish every day. The evolution of our company has led to some fantastic collaborations with creatives and trade professionals who reach out and want to work together, and I’ve been able to mentor up-and-coming designers in the field.

I’m proud of taking the chance to be a free-creating artist because home and interior design was not a typical job being sourced or hired out by consumers or trade professionals in my area. I am happy to say I am helping to change that and grow this service. I’m most proud of putting myself out there, facing the fears and doubters, and keeping my dream moving forward.

I’m a problem solver and a forward thinker. Instead of living with ‘what ifs’, I help my clients see what’s possible within their budget and deliver a high-quality product, all while removing the stress of the situation for them. People today are investing their hard-working dollars saving up for the home of their dreams, and I help put together a realistic space where they can see themselves and their family in the years to come happily without regrets.

Eastman Cartwright Home, as a brand, reflects my lifestyle. I source and purchase every item found throughout the store. My energy is engraved in everything I touch creating a feeling anyone who steps foot into one of our spaces can also experience. My team of designers are so aligned with my vision that, together, our customers feel like friends when they are around us. We touch a very special place in people’s hearts – their home.

How about pivoting – can you share the story of a time you’ve had to pivot?

We were only 4 months into our side of the business during the Covid-19 outbreak, so we really needed to pivot. Contrary to other industries, we had accelerated growth during this time because people were spending so much time at home. They were starting to see the areas that weren’t working for them and were pushed to make the changes they’d been putting off. Eastman Cartwright Home went from an in-store experience to a personal shopping service instantly. As the months went by, I began to photograph before and afters of the homes I was working in and sharing them across our social media platforms. It quickly grew my reputation as a designer and that led us into more furniture sourcing and full-scale interior design services like mood boards and project renderings. I would shop my store first, as I still do now if the style aligns, while growing relationships with new vendors and resources. Our business has never been the same.

We pivoted our retail hours last year to accommodate more time for our in-home design consultations, bringing more of our experience and products directly to our customers’ homes. It’s been a unique (in our area) and effective strategy for growing our clientele naturally by word of mouth and through our projects shared on social media. How many stores can you go in and say “I would love to see what this looks like in my house” and they take the time to visit your home and find out? Unlike the impulse buying that happens with instant gratification, we make sure that every piece we source from our store fits our customer’s style, home, and overall aesthetic so they will continue to love it for years to come. We’re building personal relationships, and I love that.

Can you share one of your favorite marketing or sales stories?

Marketing has always been one of my favorite sides to the business. I just naturally love to create my brand’s voice; it’s as much a form of design in my eyes and extremely important for any company’s growth. Just recently we were able to really take it up a notch while showcasing both sides of our businesses with our first spec house design in partnership with Eastman Cartwright Lumber Co. We picked every element, drew the home, and supplied all the materials and furnishings. Although the style was reflective of a neutral color scheme priced to sell, we were able to showcase our design concept and the artistic eye that differentiates us from a cookie cutter home and puts the value in our services. We invested in professional video and photography and brand-marketed the entire process from start to finish to sale.

When I’m marketing through social media, I never really concentrate on who’s giving us a like. I’m focusing on the connection. I want to work with the people who feel connected to my company’s work and understand how much love and attention to detail is poured into each and every home touched. The concept really took off, and entering this year we have several house flips and business design/branding projects, and that’s just this spring. Every opportunity is a blessing, and showcasing what you can do is vital in any design approach. The spec home really allowed us to do that.

Contact Info:

• Website: www.eastmancartwrighthome.com
• Instagram: @eastmancartwrighthome @lindadoesdesign
• Facebook: https://www.facebook.com/eastmancartwrighthome

Image Credits
Maggie Vetsch