Building a vintage home décor business with Stacy Verdick Case – AEP # 13

Guest: ​​​​​​​​Stacy Verdick Case
​Company / Business name: ​​​​​Peony Lane Designs
Business web site | ​​Facebook | ​​YouTube |​ Twitter | ​​​Pinterest | ​Instagram


Stacy Verdick Case is owner of Peony Lane Designs where she sells vintage home decor online and also in a brick and mortar shop. She also takes viewers vintage hunting with her on her YouTube channel.

Tools / Books / Resources mentioned:

Tools: Mailchimp, WordPress, Canva

​Books: Why We Buy by Paco Underhill; From Poop to Gold by Chris Jones; She Means Business by Carrie Green

Show Notes:

2:05 minute mark:

Agile entrepreneur takeaway: Build a business based on your interests and passion

Stacy explains about vintage home décor business and how she got started with the business which essentially grew from her personal interest in vintage furniture and her errands to thrift stores etc.

5:58 minute mark:

Agile entrepreneur takeaway: Be realistic about transition from salaried job to a business owner especially during the first year

Stacy talks about her transition from an accountant to a business owner and how she has been learning from her husband’s own business as well as reading books, listening to podcasts etc. She also talks about her difficult first year in business and how she was the most stressed and also most happy at the same time.

9:53 minute mark:

Agile entrepreneur takeaway: Know where your customers buy and emphasize those channels

Stacy talks about how she got her paying customers on Etsy and using social media platforms like Pinterest, twitter, and Facebook. She also talks about how these platforms complemented her personality as she is a shy person and wasn’t comfortable being in front of customers.

12:07 minute mark:

Agile entrepreneur takeaway: Identify your ideal customer base and keep learning more about their buying habits

Stacy explains her ideal customers of millennials and also women between 35 and 45 years. She also talks about how she blends her own interests of colorful furniture in a vintage décor and how her clients have accepted her style.

15:33 minute mark:

Agile entrepreneur takeaway: Outsource where you can and keep the rest for better time management

Stacy gives us more details about her first year where cash flow was a much bigger issue than time management. She also talks about how she involved her family in the business, so it didn’t affect work-life issues as much. She also was able to outsource areas where she was not good at but kept areas like web design that she is interested in.

18:42 minute mark:

Agile entrepreneur takeaway: Identify some key ways to validate your business: peer or customer validation

Stacy brings up peer validation as an important motivator in addition to customer validation. She talks about the importance of peer validation in her business much more than market or customer validation to keep her going.

22:48 minute mark:

Agile entrepreneur takeaway: Key tools will improve your productivity

Stacy talks about the key tools she uses in her business which are mailchimp for email marketing, Canva for design, and WordPress for CMS.

23:27 minute mark:

Agile entrepreneur takeaway: Keep up with your reading to keep going.

Stacy tells us few of the books she likes in her business. They are: ‘Why We Buy’, ‘Poop to Gold’, ‘She means Business’.

25:41 minute mark:

Agile entrepreneur takeaway: Key tools will improve your productivity

Stacy gives advice based on her experience. (1) Don’t overthink it (2) Find a support system especially during the first year. Lastly, many people quit when the success is just around the corner. Her advice is don’t quit.

​Episode Transcript (Click to expand)



About the Author Ramesh Dontha

I am an entrepreneur, writer, and blogger. I build businesses and love to share my experiences of my successes and failures. My mottos is: Live with purpose, Be Passionate about that purpose, Persevere through ups and downs and keep exploring Possibilities.

follow me on:

Leave a Comment: