Sue's story is quite an amazing one. Having moved to Queensland with a family to support, Sue wanted a role that was flexible and would generate a suitable income for her growing family. Linen party planning was the perfect option for Sue to articulate her passion for interior decorating and design. She started a job with a party plan company selling linen and soft furnishings, a position she held for 11 years. During this time, Sue gained inspiration and motivation from the company's owners.
When the owners were looking to retire, they offered the company to Sue and her husband, which was an option they were seriously considering, until the unthinkable happened—an international investor brought it from under them. Retrospective of this, it was a blessing in disguise.
The idea of ‘creating atmosphere with affordable desirables’ was born… the Décor Deli.
“I wanted to do something on my own and going forward I did not want to work for somebody else. I had been thinking about starting a business for a long time but I would never have gone into competition against the business that I worked for, primarily because I was very passionate about it. After that chapter of my life closed, I registered the Décor Deli, initially not knowing where it was going to take me”, Sue says.
The company has grown exponentially over the seven years that it has been in operation. Sue started the Décor Deli from her home residence, which she quickly outgrew and moved into a small warehouse, which again, she outgrew. Sue currently employs six core staff who work from the Brisbane base and 28 consultants who sell her products throughout Australia.
Sue describes her organisation as “a great team of intelligent women who come from all walks of life, to operate their direct sales businesses under the overarching banner of the Décor Deli. We aim to sell good quality linen to everyday women at affordable prices”.
"The reason I am passionate about selling linen is because everybody needs and uses it. Men don't see it as a luxury item, they see it as a necessity, therefore, they are quite happy to let their wives or girlfriends spend money on it-once you have slept in good quality sheets, you never go back"!
When discussing her greatest achievement, Sue humbly states "the one thing that provides me with great satisfaction is being able to employ people. I help sustain people in their lives, which gives me a great deal of fulfilment".
Sue takes a 'hands on' approach to business-a situation arose when a high revenue earning saleswomen resigned, Sue didn't think twice about getting back into party planning to sustain business until new staff were trained and skilled to take on those responsibilities. All while juggling daily tasks of a wife and mother and directing the company at a strategic level. "It is good to be doing what the staff at every level are doing, you earn their respect that way", she says.
On the topic of mentors, Sue credits her husband and previous employer, who provided her with the belief in herself that she was strong and capable of running her own business. "It changed the whole course of my life-from that point forward I thought that I should start my own business", she says.
Providing advice for aspiring entrepreneurs, Sue says, "be persistent, believe in what you are doing and keep working towards your goals. Research what your competitors are doing so that you are prepared. Sue also says "the squeakiest wheel gets the most oil-don't ever give up, keep squeaking".
Sue's tip for 2008:
“Although we are currently faced with hard economic times; it’s not what you earn, it’s what you save. Be careful with your finances”.
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