We were lucky to catch up with Lisha Odney recently and have shared our conversation below.
Alright, Lisha thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
Firelight Style House was born of a lifelong passion connecting people with their ultimate state of being. This passion for connection has been a through line of my entire career, which began at Target’s corporate headquarters. For ten years, I produced creative for Target’s Style Businesses (Home, Beauty and Fashion) with a majority of those years spent in Home. Working alongside the most incredible Art Directors, Stylists and Photographers in this space was my first professional exposure to Home design, and a true inspiration. Over and over again, I found I cared as much about the humans I was working with, as much as the work that was being produced.
Backing up, I have always been someone who loves people and truly celebrates the success and happiness of others, so that was no surprise. I grew up in an incredibly creative, entrepreneurial family where I was taught very young the sky was the limit. I also moved quite a bit, so properties and Home design were part of my daily life from very early on. The seeds were already planted, but I think of Target as the ultimate graduate school that unlocked the professional experience, confidence and grit to venture out on my own. The idea was a long time coming, and it was such a bittersweet day when I decided to make the leap.
I knew that once I made up my mind, it would happen. I just had to get clear on how to make it happen from an actual business standpoint. The name and concept came together quickly once I made up my mind. I had a journal where I would write down all my dreams and ideas. This turned into a chicken scratch flowchart of all the things Firelight would become. During this process, my husband and I were driving in the car and the song Firelight by Thievery Corporation came on, and I said “This is IT! Firelight… Firelight SOMETHING…” The song was a total vibe (we love Theivery) and it was perfect because I knew from the very beginning that at its very core Firelight was meant to bring life and energy. It was meant to ignite.
The “Style House” piece came a couple months later. I loved it because there’s any obvious reference to House and Home, but it’s more than that. It’s a lifestyle. When I was writing the initial mission statement, and flushing out the soul of the brand it was all about seeking to understand what lights you up, what you love, what you need to release. What world you want to live in; your ideal night, your ideal day. Your soundtrack, your reprieve. It’s re-writing the rules. And its personal. It’s the total amalgamation of personal connection, Home interiors and how you want to live. When I worked at Target I had the mentality that “if I’m going to spend more time with you than my own family, I better love you” and this is no different. In fact, I’ve been asked by local vendors if I can be added to contact lists for interior designers and I say, “while I’m so honored, I prefer that my referrals come directly from past clients or people who reach out because they love my style on Social.” Because for me, there has to be a personal connection of some kind.
From day 1, I’ve had the blinders on, in active forward motion. I don’t try to seek out clients or find myself in any competition for business. Very little about who I am, or what Firelight seeks to be is conventional. It’s wildly exciting because it’s rooted in passion, connection and purpose. The beauty is that that looks different for everyone. I am floored by the response and success so far. I couldn’t have imagined I’d be where I am just two years in; and I’ve never looked back.
Lisha, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My road to interior style and renovation has been beautifully unconventional and winding, but always rooted in understanding where my passion met my strength. My tenure at Target began briefly in Merchandising, before making the leap to Creative Marketing. For ten years I planned and produced photoshoots alongside the most talented Art Directors, Stylists and Photographers, launching brands such as Pillowfort, Art Class and Goodfellow~ and navigating the ever-changing landscape of social media marketing from its very inception. Through it all, key strengths provided the connective thread that led me to launch Firelight. The ability to understand creative, to push beyond limitations to activate, manage budgets and logistics, and most importantly cultivate relationships and trust to deliver on strategy; these are all critical, foundational strengths to every position I’ve ever held~ or created!
While working through Firelight’s brand strategy and setting up the business, I started with my own renovation, knowing it would be a source for learning, building a portfolio, and making construction connections. My first client was actually a referral from a contractor in that process, followed by a co-worker of my husband’s. Next, it was a good friend’s bathroom, then a former classmate’s Kitchen, followed by a neighbor’s Kitchen. Not long after, I would get messages and calls from friends of friends, and then people seeing my work on social media. It all just took off from there!
Early on, I brought on an amazing assistant, Anna, who had just graduated from the University of Minnesota’s Architecture program. She had the design software prowess and understanding of core building anatomy that I didn’t. Her experience allowed us to deepen our service through space planning and 3D renderings in order to visually articulate our ideas, as well as generate plans for contractors in support of renovations. Both of these aspects have been critical in ensuring everyone is confident (and excited!) throughout the process. It also allowed us to design completely remotely in the height of COVID, by being able to generate models and make selections, seamlessly, for a project in Chicago.
Our process is a very visual, fluid and grounded in a spirit of co-creation. What makes us unique is that we focus more on evoking a feeling within our clients~ following where they feel alive in a concept, versus simply playing it safe and following the “rules.” I can’t tell you how many times I hear, “WOW! I would never have thought of this pairing/combination, and it is so ME, or US!” Equally rewarding is when our clients begin to find their own self confidence and joy in the process. We create and curate, but 100% with their input. Stylistically, we love the unexpected, the juxtaposition, and finding moments to make a statement. We don’t stop until we also feel a resounding “THIS IS IT!”
In addition to conceptual work and selections, we also offer procurement services where we track all furnishing and decor costs, specs, order information~ and follow up on any/all issues that arise along the way. And finally, after all the foundational pieces arrive, comes the Styling. I tell every client that this piece is as important as the foundational work and critical to finishing the space. It’s the magic, and it’s the most hands-on, tactile part of the process.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Hands down, I think it’s our authenticity and style that has helped build Firelight’s reputation. Almost all of our business comes from referrals and repeat clients, which goes to show the importance of cultivating strong working relationships. For us, that is 100% rooted in authenticity. Firelight is a flavor, and so are we! Our clients truly become friends, and we care deeply about their happiness, and how they feel in the space we’ve designed for them. Of course, they also have love the end result! But I think it’s the process of working together, in an open, approachable, authentic way that brings joy to the process~ and satisfaction to a new level.
Have you ever had to pivot?
When I left Target I knew I would launch Firelight eventually, but it looked different than how it actually played out. My strategy was to get my real estate license and help clients design and renovate their new homes; Property Brothers style. I also knew that first, I needed to catch my breath and spend some time with my girls, then 3 and 5. I wanted to get them off the shore and be around more for my older daughter’s transition to Kindergarten. I threw myself into volunteering at school, which was completely new to me and such a gift.
About a year and a half later after leaving, I got the itch to really drive something again, and the idea of getting my real estate license became less appealing. At that time, a new opportunity arose at Target. It was a new creative team in the Visual space. I thought~ I can totally do this! It’s just another creative execution! I know Target, this feels timely. I loved the team I interviewed with and accepted that position. Essentially being a startup in and of itself, it proved to be more time and commitment than I was able to give. But it lit a fire; it was the ignition I needed to gain clarity around the ultimate dream.
It was at that time that my husband gave me a journal to write any and every thought/dream/idea I had down on paper. It all became clear so fast. Simultaneously, I was offered an opportunity, and another perspective by a powerhouse friend of mine I really respected. She said, “You don’t have to get your real estate license to make your dream a reality. If what you really want to do is design… just design!” She had just purchased a 4-plex investment property and offered me the opportunity to design the units to get my feet wet. That experience, and shift in perspective, changed everything.
This short, extremely profound time was the ultimate pivot~ a few times over! It taught me to stay open, to lead with my intuition, and above all to persevere in service of the dream.
Contact Info:
- Instagram: https://www.instagram.com/firelightstylehouse/
- Facebook: https://www.facebook.com/firelightstylehouse
Image Credits
Profile photo credit: Michelle Allen Photography http://www.michellempls.com/