__________________
"I always joke that it's harder than the Army is, because you have to do it all while looking pretty and in cute shoes!" --Jill Caliri
Operating her interior decorating business is now her line of work, but it wasn’t so long ago that Jill Caliri was on active duty serving in many countries including Korea, Germany, and Iraq. Her last deployment was in Central Baghdad, where she earned a bronze star for her service in combat with the 1st Calvary Division, before returning to South Hadley MA.
Today, the enterprising Ms. Caliri, is busy decorating homes for a living, and embraces this new change in her life. She is the owner of an INTERIORS by Decorating Den franchise, an international custom home decorating service.
When not conducting business, Jill teaches ROTC as a reservist at her alma mater, the University of Massachusetts and at Western New England College. “Instead of one weekend a month like a regular reservist, I teach four hours a week. It works out really well because owning my own business allows me that flexibility in my schedule and I love teaching.” she says.
Q & A Session with Jill:
You earned your BS in Apparel Marketing; instead of pursuing a career in fashion, you became a soldier in uniform. While serving your country away from family and friends, did you envision one day going into business for yourself?
I guess in a way I always did. Even as a kid I was always playing business owner in one form or another. I think the reason I did it leaving the Military is that I wanted absolute control over my life. You don’t have that in the Military. You don’t always get a say in where you live, how long you’ll stay and when you’ll be sent on a deployment. I wanted to choose where I live and gain some stability before becoming a mom some day. It was also important to me to have a job where I could be there for my future children. I saw too many moms in the Army leaving their child at Daycare at 5:30am and not picking them up again until 6:00pm, then leaving the kids for a month or a year for training and deployments. Missing a lot of birthdays, soccer games, and schools plays are part of the sacrifice of a military family. I gave it my all while I was on active duty; I didn’t feel I could be a good army officer and a good mom at the same time. Both are very important jobs, something would have to give. I didn’t want to do that. I don’t have children now but at 29, it’s something that I consider when making life decisions.
Ironically, you have seen the ravages of war on homes and families, and you are now in the business of designing rooms that are comfortable and beautiful for your clients. How has your experience in the army prepared you for business?
The three things being in the Military and in Iraq taught me are patience in dealing with people, logistics and also that some things just aren’t that important. My business is probably 20% about design and 80% about working with people. The Army definitely honed my skills there, leading soldiers and working for different bosses. Also, there are a lot of logistics involved behind the scenes once the design phase is over. Everything has got to be ordered; checking stock, making sure everything arrives on time and installing it in the client's home. There can be up to 10 vendors and 5 contractors just for a one-room job and I handle all of that. Interior decorating is far less glamorous than people think -- there is a lot of heavy lifting and sweat that goes into it. Lugging samples around, uncrating accessories, then moving it all into the client's home. Only the furniture is delivered by movers. I always joke that it's harder than the Army is because you have to do it all while looking pretty and in cute shoes! The last thing that is a nice difference is that no one will die if I made a mistake with a sofa or the draperies came out too short. Sure I lose some money on the redo, but my decisions and actions are no longer about lives. I know what I do enhances people's lives, lets them enjoy their spaces more and makes them happy, but I don’t take myself too seriously. No one's life is in danger if they don’t have an interior decorator or their decorator makes a mistake. Sometimes I have to remind myself of that because I am a hard worker and somewhat of a perfectionist. When dealing with a tough client I tell myself: Hey they aren’t shooting at me and no one is hurt.
What do you enjoy most about owning a decorating franchise?
The best thing is the franchise itself. INTERIORS by Decorating Den has an amazing culture. Everyone is out to help each other, cheer on successes, and offer support during the hard times. I’d compare the camaraderie to that of the Military, maybe better! The support in education and access to vendors is incredible. Owning your own business is extremely hard work, and there are days when you doubt yourself, you’re burnt out and you think about quitting, so it’s really nice to have the support of a larger entity to get you through and find your success. Also the turnkey business model is wonderful. From day one, I felt confident to go out and meet clients. I would definitely not be where I'm at now if I had done it on my own.
What outlets do you use to promote your business?
My best outlet has been 4 color mail pieces that Decorating Den’s graphic design staff does. I send those to a targeted list monthly. I also advertise in the newspaper and a local color flyer. And I also make it my mission to be known around town. I’m a member of the Chamber of Commerce and BNI (Business Network International.) I also gave a grand opening seminar at a local inn to announce myself to the area. I offer free seminars to any group or club that may need a speaker because it’s a chance for people to meet me in person and they are more likely to make an appointment or refer me to a friend.
What are some of the advantages to being a franchise owner?
Same as any franchise -- the turnkey system, credibility, ongoing training and particular to my business is the access to suppliers. No way any furniture company would deal with an independent decorator direct from High Point, but with Decorating Den, the buying power is there and they negotiate true wholesale pricing for us. It really gives me an edge over independent competition. Also the national advertising -- I’ve gotten many clients from the national magazine ads and TV ads. I could never afford to do that on my own.
What advice would you give to women who aspire to become entrepreneurs?
Get ready to work harder than you ever have in your life. Find a support system: Coach, mentor, make a plan and go for it.
Share a tip that helps you in your everyday work.
You have to learn let things roll off your back. I take many things personally and that will get you down. If you have one tough client in the morning you can’t let that ruin your appointment in the afternoon. You have to keep going, keep plugging away and keep a good attitude.
You can visit Jill's website at www.decdens.com/jcaliri
(Photo this page courtesy of Jill Caliri)
ã Copyright 2006-2007 Entrepreneurial Women's Digest. All rights reserved. This material may not be reproduced, reprinted, or transmitted in any form, or by any means without the permission of the Publisher.
