Woman in Business Cheryl Maeder, is President and Founder of Gardenhouse, Vintage Gone Modern, Home Furnishings for Outdoor/Indoor Living Spaces
Tell us about your business. What or who has been your greatest influence in business and why?
I have created Gardenhouse, a line of home furnishings for Outdoor/Indoor living spaces, I have also designed and launched a line of nature- inspired wallcoverings, GardenWalls, under the Gardenhouse Brand. As well, I am a Fine Art Photographer and my photographs, Dreamscapes can be seen as well on the website. www.gardenhousedecor.net/photography. My fine art photography is represented by Galerie Mark Hachem, Paris/New York and my photography work is sold worldwide. My target audience is both women and men between the ages of 30 through 65. My target audience is well traveled and sophisticated and yet very relaxed and casual in style. My audience loves the feel of vintage and yet has a very modern lifestyle.
What would you say is your greatest professional accomplishment to date?
Gardenhouse has been featured in over 30 national and international magazines including InStyle Magazine, Best of Home, Elledecor.com, Architectural Digest, Southern Living and Coastal Living Magazines among others. Please visit our press page: http://www.gardenhousedecor.net/press/ . I have also been featured in 2012 as a Style Maker in Luxe Magazine. Gardenhouse furnishings have been sold throughout United States and has also been featured on many design blogs, including Apartment Therapy and Oh Joy. My fine art photography is being exhibited worldwide and sold to designers and collectors throughout the country.
What’s the best advice you have received in business that you wish to pass on to our readers?
To believe in yourself and your work. To follow your vision and dream no matter what obstacles you may see before you. What appears as obstacles are really doorways to get where you need to go. Estee Lauder has said “When I thought I couldn’t go on, I forced myself to keep going. My success is based on persistence, not luck.
What has been the most effective marketing initiatives or programs you have used to promote your business?
I am constantly promoting my business. I do direct mail, I have access to magazine contacts. I design and send out direct pieces quite frequently and also do social marketing, i.e. facebook, twitter, pinerest and linkedin.
What one thing have you learned as a small business owner that has served you well over the years?
Be bold and take risks. Keep generating new creative work. Don’t sit back and wait for things to happen. Market your business in great unique ways.
Are there any resources or tools you’d like to share with other small business owners that have helped you run your business?
Yes it is very important to develop a design and look for your business, a Brand that people can identify with. If you do not have a strong design sense, then it is important to hire someone who does. This will set you apart in the marketplace.
Do you have any new projects coming up?
Yes, I have just recently launched a line of nature-inspired wallcoverings this past Spring. Being a photographer I photograph elements that I find in Nature, ie. Trees, water, sand, wood grain, anything that inspires me and I use these elements in my designs. The GardenWalls have already been featured in Hospitality Design Magazine, Cottages and Gardens and HGTV Blog for Remodeled Homes.
What do you do for fun/relaxation?
For relaxation I take my camera and photograph. My camera has become like my paint brush and the outside world is my canvas. I also love being by the ocean. My husband and I live 5 minutes from the beautiful ocean in West Palm Beach and spend much time there. I have taught our little dog Bengi how to surf and we bring him to the ocean with us.
What is Number One Business Goal you plan to accomplish over the next year?
I plan to have my GardenWalls represented in a national/international showroom and be placed in Boutique Hotels and Healthcare institutions throughout the country.
You want to write a book on …
I would like to write a book on how to create financial success by working at what you love doing. I was originally born in New Jersey and in my early twenties lived in Switzerland for eight years where I developed my photography. I then returned to San Francisco where I created a successful photography business photographing for major campaigns. My photography work was the inspiration for the Dove Campaign on Real Women Real Beauty. Seven years ago I moved to West Palm Beach, Florida and created Gardenhouse. I have always followed my passions and built a career doing my Art. I feel that I am very fortunate to love what I do. I wanted to write a book on what it takes to make it happen.
Is there anything else you’d like to share with our readers?
I want to share that if you are passionate and persistent about what you do, you can make your dreams a reality.
What’s the best way for our readers to connect with you? You can find all our links at Gardenhousedecor.net
