I don’t know that I ever imagined owning my own firm. I’ve always been a self-motivated and driven person. I think it probably always made sense that that’s where I would go eventually.[…] It’s been an amazing journey, an incredible challenge as well as a unique blessing, and I wouldn’t change a minute of it.–Emily Lindemann
Being a mom and a successful entrepreneur and business woman is not easy. However, Emily Lindemann made it happen. Read about her path to success, the challenges along the way, and her savvy advice.-Oana Harrison
Emily Lindemann is the principal and director of Denver based interior design firm RugglesMabe, and owner of Coeur Cabinet and Curated Interiors. She is a member of the Design Leadership Network, an exclusive, invitation only, network of leading architecture and interior design firm principals in the U.S.
With a Bachelor of Science in apparel design and production, and a minor in business administration from Colorado State University, Emily applies her strong background in textiles and high-end design to both businesses. Her unique approach to residential design blends traditional with modern aesthetics. She creates beautiful spaces incorporating rich textures into classic and timeless designs, creating balanced and joyful environments.
Oana Harrison: Tell me a little bit about your background.
Emily Lindemann: I am a Colorado native. Growing up as a kid I always wanted to be a fashion designer, so I pursued a degree in apparel design and production with a business minor from Colorado State University. I learned a lot working in the apparel industry for high fashion runway companies for eight years, before returning to Colorado to work in the ski industry for a while. I wanted to transition out of apparel and through just kind of some crazy serendipitous events ended up meeting an architect who was looking for someone to come on board and work in interior design. So, I took the leap and never looked back. I’ve started over and learned everything I could, which eventually led me to run an interior design firm.
OH: Tell me about being an entrepreneur. How was the process for you?
EL: I don’t know that I ever imagined owning my own firm. I’ve always been a self-motivated and driven person. I think it probably always made sense that that’s where I would go eventually. I worked hard and ended up earning a role as a partner in the firm. I would say my entrepreneurial journey was the result of really hard work and taking some risks. About three years ago, I decided to branch out a little bit and work with a couple other people to launch a cabinetry design business, which was my entrepreneurial jumping off point. Even if I was already learning how to run a business in my role at the design firm, the cabinetry design business is really where I learned what it means to be a business owner.
OH: What inspired you to start your business?
EL: I recognized an opportunity for us to expand our brand. We focused on high end residential design and we wanted to provide the next level of service to our clients by adding the cabinetry component.
OH: Once you had your business vision, how did you go about building it into reality?
EL: I think for me it was a natural progression, a good opportunity, plus, I wasn’t branching out into something so drastically different from what I was already doing. I felt like I could figure it out, although there have been some crazy learning curves along the way. What helped me make it a reality was thinking about where we started, defining clearly what we want to accomplish and provide, setting goals and targets. It can be quite overwhelming when you have a big idea but no clear plan or direction. It’s important to know your core purpose up front because it’s easy to get lost along the way otherwise. Figure out what it is that you want to create and then find the people who can support that culture.
OH: Partnerships can be helpful but also challenging. How did the partnership work for you?
EL: In my case, my other partners are silent partners—I run the day-to-day operations and make executive decisions, so there isn’t as much involvement or coordination with my other partners necessary. Actually, the biggest challenge for me was finding qualified people as team members who could support the vision, who had the ability to roll with the punches as needed in a startup. It’s important to be able to inspire a team of people to see your vision, to really get it. Having a business is a lot about building a community of people who also buy into that vision alongside you and want to see it succeed just as much as you do. Perhaps many businesses don’t have employees right away, but due to the nature of our business, I had to rely on employees right out of the gate, so that’s an added layer of responsibility: hiring, managing, and leading a team.
OH: What are some lessons you’ve learned along the way or things you wished you’d known before venturing on this path?
EL: I think the hard thing about entrepreneurship is it’s not what you’re trying to accomplish, it’s how to make it happen financially. Being able to understand a balance sheet is absolutely crucial; know your numbers. Also, it’s really important to communicate clearly with people; because I’m such a driven person, I have a clear idea in my mind about how thigs are, but I learned that I can’t just assume that people know what I’m thinking. I’ve learned how to how to give team members ownership of their work; this is a big thing that really can make or break a team.
OH: What is one of the most fulfilling aspects of what you do now?
EL: Move in day, when the clients love what I did for them and they’re happy to be there. At the end of the day, that’s what we’re trying to accomplish. I love getting to see our employees be creative and design beautiful things that are an expression of our timeless design aesthetic and also great products for our clients. I love to share the pride of the finished product with the team. That fuels us to keep creating.
OH: Sometime during the process of becoming an entrepreneur, you also became a mother of two. How do you do it? How do you juggle your business and home life?
EL: It’s hard, it’s really hard. I don’t know if I have necessarily found the perfect balance and I don’t know that anybody really does figure that out. Especially when my oldest was a baby, there were many after hours, early mornings, and late at nights. There’s no sugarcoating that: it is a grind. For me, seeing the finished product drives my motivation and also knowing that I’m doing this for long term payout for me and my family keeps me going. There are some days that are harder than others but that’s where it’s so important to have a good team that can carry out the vision without me having to be in the trenches so much. And, of course, having a family that can pitch in is also helpful.
OH: What is the definition of success for you? When do you know you made it?
EL: I don’t think that there’s a definable moment that says “this is it.” What I’m learning in being an entrepreneur is that you set daily goals and you set bigger milestones for yourself and for the team, but entrepreneurship is a progression, and I don’t know that there’s ever an end point. You have big wins and then you have challenges, so it’s a constant ebb and flow of daily baby steps. From a 30,000-foot view I think I can say: OK, over the last few years we have established a team of people who can run the core of the business on a daily basis and we’re heading in the right direction. We’re on the right path when we get positive client reviews and referrals, as well as a good stream of new clients, and the business starts to support itself. That’s when you can breathe a little, but you can never stop, it’s a continuous journey.
OH: What would you say was the one thing that really contributed to achieving your goals?
EL: Being intentional about what is important for the business. It’s easy to get distracted or overwhelmed but you need to stay focused on what you’re trying to accomplish. I use a daily planner—and list my top three priorities each day, week, and month to help me focus my goals with intention. This also helps me be honest about my time availability and get the help I need at home from family and tag team better. My family is also a huge element in helping me achieve my goals. They support me daily!
OH: What advice would you give to others venturing out on their own or pursuing their unique dream?
EL: Get a good support system who can help even just by being a sounding board, whether that’s family or other industry professionals or friends. Allowing yourself the grace to be able to lean on people when you need it and checking in with yourself on where you are with your goals or where you are with yourself internally, those are important steps. You need to do a gut check if you’re making the best decisions not only for your business endeavor but also for you and your family. Remember to breathe and let things happen; hard work is important but sometimes is best to let things happen organically. If it’s meant to be and you stay true to your vision and what’s good for your business, it will happen.
OH: What’s next for you? New goals, projects? What can your clients look forward to in the future?
EL: Our long-term goals are to open additional locations in the Denver area and beyond, and to have an ecommerce platform for our home décor.
OH: Knowing what you know now, would you still choose the same path and why?
EL: Yes, I would still choose it because I think that learning how to run a business grows you spiritually, mentally, emotionally, and physically—it is it is such a lesson in how to grow up! It’s been an amazing journey, an incredible challenge as well as a unique blessing, and I wouldn’t change a minute of it.
Looking for amazing interior design services? Contact Emily.
Coeur Interiors: coeurinteriors.com
RugglesMabe: rugglesmabe.com
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