Alright – so today we’ve got the honor of introducing you to Wendy Weller. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Wendy, thanks for joining us today. The first dollar your business earns is always special and we’d love to hear how your brand made its first dollar of revenue.

I was actually studying for the LSAT at the time, planning to go to law school, when life took a completely different turn. That’s when I met my husband—he was a carpenter—and not long after, I found myself a stay-at-home mom raising two children from previous marriages along with our own.

Like a lot of trades, his work wasn’t always steady. When the carpenters union slowed down, there were stretches with no work and no pay, and it put real pressure on our family financially.

Out of necessity, I started a Facebook group called Handyman STL to help him pick up side work during those gaps. At some point, almost timidly, I raised my hand in that group and said, “I can paint.”

Painting wasn’t new to me—I grew up around it. I come from a long line of painters, cabinet makers, and finishers. It was always part of my life, just not something I ever imagined turning into a career.

My first client came directly from that group. Someone responded, gave me a chance, and from there, word spread quickly. Before I knew it, I was working evenings and weekends—whenever my husband was home with the kids—and taking on more and more projects.

It snowballed faster than I ever expected. I was being referred constantly, staying fully booked, and that’s when it hit me: this wasn’t just side work anymore. That’s when I made the decision to turn it into a real business.

Wendy, 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?

I didn’t set out to build a business in this industry—it truly found me. What started as a way to help support my family during inconsistent union work quickly turned into something much bigger. Once I picked up that first client, the demand grew organically, and I realized I wasn’t just doing side work—I was building something real.

Painting and finishing have always been part of my DNA. I come from a long lineage of painters, cabinet makers, and finishers, so the craftsmanship was instilled in me early on. What I’ve done is take that foundation and elevate it into a full-service, high-end experience through my companies, House of Paint & Design Co. and House of Wallpaper & Design.

We specialize in fine finishes—everything from custom cabinetry and architectural paint applications to high-end wallpaper installations and specialty wall treatments. My team and I work with discerning clients who care deeply about detail, longevity, and design integrity.

What really sets us apart is that we’re not just “painters” or “installers”—we’re problem solvers. We step into spaces where something feels off, outdated, or incomplete, and we transform it with intention. Whether it’s correcting poor previous work, navigating complex materials, or bringing a design vision to life, we bridge the gap between construction and artistry.

I’m also incredibly process-driven. From the way we quote projects to how we prep surfaces and execute finishes, everything is intentional and built on experience. I’ve worked hard to create systems and a team that deliver consistent, high-level results—because in this industry, the difference is always in the details.

What I’m most proud of is what this business has allowed me to build—not just financially, but in terms of people and purpose. I’ve created opportunities for my team, built something my family can be proud of, and developed a brand that people trust in their homes.

If there’s one thing I want people to know, it’s this: we care deeply about the outcome. We’re not here to do quick or cheap work—we’re here to do it right. Our clients hire us because they want a finish that lasts, a process they can trust, and a result that feels elevated the moment you walk into the room.

Have you ever had to pivot?

The biggest pivot in my business came during COVID, when everything essentially shut down overnight. Like so many others, I was faced with the reality of figuring out how to keep going in a world that had suddenly stopped.

At that point, I wasn’t just a business owner—I was a single, widowed mother. My husband had passed away in 2017, and there was no option for me to pause. I had two children depending on me, so I had to find a way to keep income coming in, no matter what it looked like.

That’s when I shifted into furniture refinishing. Clients would drop pieces off at the end of my driveway, and I would literally haul them myself—on a dolly—back to my garage. From there, I’d refinish, paint, stain, and transform each piece by hand.

It wasn’t glamorous, and it wasn’t easy—but it worked. It allowed me to continue providing for my family during a time of complete uncertainty.

Looking back, that season taught me a lot about resilience and adaptability. It reinforced something I still carry with me today: no matter what happens, I’ll figure it out. And sometimes the most challenging pivots end up strengthening the very foundation of your business.

How did you build your audience on social media?

I built my audience the same way I built my business—organically, consistently, and by simply showing the work.

I didn’t start with a strategy or a content plan. I started by sharing what I was doing in real time—projects, progress, before-and-afters, and even the messy parts. People connected with that. They could see the craftsmanship, the process, and the transformation, and that built trust.

Over time, I realized that social media wasn’t just about posting pretty finished photos—it was about education and transparency. I started talking about materials, why certain finishes matter, what can go wrong if things aren’t done correctly. That’s when my audience really grew, because I wasn’t just showing results—I was sharing knowledge.

Consistency played a huge role. Even when I was busy, I kept showing up. Not perfectly, but consistently. And I think that matters more than anything.

If I had to give advice to someone just starting out, it would be this: don’t overthink it. Start before you feel ready. You don’t need perfect branding, perfect photos, or a perfectly curated feed—you need to be real and you need to show your work.

Also, don’t try to be everything to everyone. Speak directly to your ideal client. The right people will find you.

And finally, understand that social media is a long game. It’s not about going viral—it’s about building trust over time. The clients who come from that are the ones who truly value what you do.

Contact Info:

• Website: https://www.houseofpaintanddesign.com
• Instagram: @houseofpaintanddesign
• Facebook: @houseofpaintanddesignco
• Youtube: @houseofpaintanddesignco