Starting a business is never just about selling products—it’s about passion, purpose, and perseverance - the three P’s, as I like to call them.  They have played a major role in not only my decision to found Wovenwood, but also in surviving the day to day of running a small business. When I decided to open Wovenwood, it wasn’t just to fill a gap in the Australian market, but to build something deeply meaningful and fulfilling. This journey has been equal parts exhilarating and exhausting, but every step has reinforced why I started in the first place. Here’s a look at the five foundational reasons that led me to launch.

1. Bringing Something New to the Australian Marketplace

When we moved to Australia, I noticed a gap in the market—there was a distinct lack of American-inspired furniture and decor despite the massive influence American designers have in today's interiors industry. With Wovenwood, I set out to bring fresh, timeless, and beautifully crafted pieces to Australian homes, filling that void with a curated selection of furnishings that reflect the style and warmth of American design.

2. Pursuing My Passion for Interiors

I've loved interiors for as long as I can remember. At one point, I nearly pursued a design degree before shifting to International Relations and Japanese - I know, total head scratcher.  During the jobless days of COVID lockdowns, I took up DIY projects, transforming our California home room by room and in the process, friends and neighbours starting asking if I'd leave event planning behind for interiors when we moved to Australia.  It certainly sounded compelling, but at the time, I wasn't sure what shape that woudl take.  About six months after we moved, the idea of opening a shop started to take root and then one day I just knew I had to act.  We had set aside funds for a home renovation and I realised if I didn't tap into them to launch, they'd soon be spent elsewhere.  The urgency was there and the fire was lit.

3. Challenging Myself, Pushing Boundaries, and Growing

At my core, I’m a risk-taking, optimistic pragmatist. Say that 10x fast.  Above all, I don’t want to look back with regrets. That said,  I also approach life with the realistic view that ideas won’t always work, failures will happen, things will break, and people will disappoint.  As far as I’m concerned, these are givens in life, so why not accept them and move forward despite the inevitable hurdles?  I saw Wovenwood as a personal challenge, a way to push myself beyond my comfort zone and grow through both obstacles and opportunities. I wanted to test my creativity, resilience, and ability to navigate a new industry. Every decision, from sourcing products to designing the space, has been a lesson in adaptability and problem-solving.  I would be lying if I said there weren’t days that it all just feels like a bit too much to handle, but ultimately, I trust in the process of embracing growth, learning from setbacks, and proving to myself that I can turn ambition into reality.

4. Creating a Legacy for My Family

From day one, I told my husband my goal was to retire him by 55. He just turned 50, so the clock is ticking!  On average, it takes 2-3 years for a retailer to become profitable. Factor in global inflation, AUD currency devaluation, rising interest rates, and shipping disruptions, and that timeline can easily stretch to 3-5 years. Despite these very real challenges, I believe in the demand for our products and this belief keeps me going toward my goal - make Wovenwood a thriving success so that #simonthesubbie can finally enjoy his well-earned days on the golf course and we, as a family, can live the freedom-filled life I envision.  

5. Finding My People

I didn’t realise this would become one of my biggest reasons for starting Wovenwood, but now, it’s my favourite one. When we moved from California to Brisbane, I knew exactly three people—all introduced via email by mutual friends. Wovenwood has built an incredible community around it, one that keeps me going every day. The support, connections, and shared love for interiors fuel my passion and drive. I wouldn’t work this hard without this community cheering me on.

The Hard Truth: Would I Still Do It?

So there you have it - my top 5 reasons for starting Wovenwood.  I’m guessing a few of you are asking “okay, so this is why you started it, but if you knew then what you know now, would you still do it?”  Fair question.  

So here’s the hard truth of this venture.  Remember number 4 up there - yeah that's the one - the one that says it’s gonna take 2-5 years to be profitable.  That is a very very hard reality to make peace with.  As many of you know, prior to Wovenwood, I was an event planner for nearly 20 years.  I owned my own company for the last 10 of those years and built it into something I was very proud of and a business that significantly contributed to our family’s bottom line.  I now work way harder than I’ve ever worked before and take home no pay for it.  

This reality can be very hard to make peace with.  To be honest, some days I do wonder if I can stick it out.  But then somehow, every time I get in this space of questioning whether I can keep going (and trust me sometimes it’s several days of feeling really deflated and wanting to just close shop) I get buoyed by my customers, by you!  Out of the blue I will have a new customer who discovers the shop and has a little shopping spree or a returning customer who sends me a beautiful thank you note expressing their love for their order and those actions, those gestures, give me the mojo to keep going.  They are truly gifts that the givers don’t even realise their giving me.  

So at least for now, at least for year 2 - 3 you can rest assured I am not going anywhere and I will keep rolling up that door and pumping out the beautiful pieces you all love.  

A Little PS for Those Dreaming of Something More

If you've been sitting on a dream or a big decision, write down your "whys." Journal about your vision, sleep on it, then wake up and take action. Yes, failure is a possibility—but just imagine if you succeed! I for one would far rather fail, than live with the regret of never having tried.