Wendy Farmer is the co-owner of IDA Christian Bookstore & Interior Design from Above, in Archdale, NC.
Tell me a little bit about yourself and how you got started.
In April 2001, I bought a wallpaper store. The owners were selling the business and accepting closed bids and I won. I took over the wallpaper business and starting doing interior design. We both have a background in interior design. Business was great for a few months and then the economy tanked. In 2003, I met my partner, who was an interior designer and formed Interior Design from Above, Inc. We moved into a 10,000 sq. ft. building just off the interstate and business was good. We do residential and commercial interior design. We also sell furniture, window coverings, everything you need to decorate your home or office. In March 2010, we opened a Christian bookstore. Business has been picking up since then for us.
How have you been able to create a successful customer base?
We have a strong focus on customer service. Our customers are not as price sensitive, but they expect outstanding service. If you focus on providing the best customer service, even the little things, it goes a long way.
Do you advertise? If so what kinds of advertising to you use?
We advertise in the phone book and we have a website. Our main advertising is in the North Carolina Furniture Shopping Guide. High Point is the furniture capital of the world and people come from all over to buy furniture.
Where some your mistakes early on?
Buying too much inventory. We purchased way too much product in the beginning. We had about $10,000 worth of merchandise in the beginning. That is lot to have over head when you just starting out.
What advice do you have for someone looking to start their own business?
Start small. Don’t get in over your head. That way you can expand as your business grows. Also, realize that it is a lot of work. There are many days I’m working till 8 or 9 pm. There is some freedom, but not like some people think.
