CATHY THOMASSON | DESIGNER, STAGING SPECIALIST & OVERALL CREATIVE
Thanks for your time Cathy and nice to meet you. So tell us in what part of the First Coast do you reside now and how long have you lived there?
Thank you for your interest in my business and this invitation! I appreciate it! I moved to our beach community in 1984, with most years residing in PVB; however, I currently live in Atlantic Beach and have been here for the past nine years.
Why and how did you get started?
I had always known I wanted to open a store since college, but through life’s journey, I landed in the home and gift industries in sales. But several years ago, I finally got the opportunity to open my Home Decor store, “Sidney Cardel’s” (named in honor of my mother). I had decorated many friends and family’s homes throughout my life, but my Design and Staging services took off once I opened my store.
What aspect of your business are you passionate about?
The details! With a background in art and design, I can see things that, so I’m told…most people would never see, and it helps me tremendously with my business. For example, when it comes to my clients, in the past, I’ve made many centerpieces for dining tables, arranged and made many outdoor planters to coordinate with a home, altered paintings that were damaged, and added colors to less expensive pieces of art to make them work in a space. I’ve also hand-painted custom pillows and once painted an old door for a client to make it work with the colors in his home, as shown in one of my photos. It killed me to paint it, but that’s what it took to make it that ‘signature piece.’ So my artistic ability and creative brain help me a lot in my business!
How did you get the idea or concept for your business?
In my earlier years and through college, where I majored in Fashion Merchandising and Design, I utilized my creative gifts and artistry, working in visual merchandising in the fashion and apparel industry. Later, I sold to high-end home and gift stores as a sales rep in the home, decorative accessory, and gift industries for groups based out of the Atlanta Gift and Merchandise Markets. I also sold to large retail chains, where I learned how to forecast budgeting, planning, trends, estimating future growth, product development, and more. I believe that all of these career experiences served me well and led me to open my store, helped me determine what type of store I wanted…and inevitably kickstarted my interior design business.
From the outset, what would you say was your mission?
My mission in starting my business was to honor my Mother, build a brand, and create a successful business where I could utilize the creative talents I got from her as well. She was who I always looked up to and aspired to be like. She was amazing. You can read more about her and my story on my website.
What are your goals for the company?
I love seeing my client’s reactions when they see their room or home transformed; it’s incredibly fulfilling. I’ve learned it can also help with their overall health and well-being. So, I want to continue making people happy with the results of my creativity and design services by giving them a space or a home they are comfortable with, are proud of….and what they hoped it would be!
When did you start your business?
2011
What made you choose to operate your business in its current location?
After closing my brick-and-mortar in 2019, and a little push from Covid, I now work out of my home full-time, focusing on design, home staging, and all things creative.
Can you give us a brief background on service(s) or product(s) you offer and the people you serve?
I offer residential and commercial interior styling and design services, from a simple consultation to a day of “freshening up” your home, client shopping services, full-service interior design, and even exterior design and landscaping. I also offer home staging for those considering selling their home. While I serve our Beaches, Jacksonville community, and surrounding areas, I travel anywhere! All of my services are explained in further detail on my website.
What is a unique attribute/aspect/quality/feature about your business?
That after 25+ years in the home and design industry, I’ve learned how to help my clients relax, trust the process and have fun!
How many employees make it happen at [we’ll insert your business name}
It’s just me, although I have assistants who help when needed.
What qualities do you look for in an employee?
Honesty and the ability to laugh and have fun! I work with people I’ve known for many years, collaborating with outstanding and professional people in our community.
As a business owner, tell us what some of your responsibilities are?
It really depends on the service a client wants. When I have a new client, I set up an initial consultation to evaluate the project. I assess what they want to achieve and their lifestyle, like which colors make them feel happy and most comfortable and the overall aesthetic of what they’re trying to accomplish. For example, in the case of a full-service interior design project, some of my responsibilities are creating an initial design plan with an overview of the look I believe they’re hoping for, gathering information to present to them on everything from color palettes, flooring, lighting, interior finishes, and hardware to fabrics, rugs, window treatments, furnishings, accessories, and more. I make recommendations on every aspect of the project, working within their budget. Other responsibilities include resourcing all of the elements, shopping in stores or online (meeting with the clients at every step), and pulling everything together ultimately, resulting in a beautifully transformed home or space and a happy client! It’s a collaboration, a process…and a lot of fun!
How has Covid affected your business?
In the beginning, as with everyone else, it came to a halt. As life slowly resumed, the housing market started booming, and the staging part of my business picked up. I was staging homes to sell like crazy, which also incorporated the design aspect of my business. Now the interior design side of my business is busier, so it’s all ebb and flow.
How do you advertise your business?
I advertise through my social media channels and email; however, most of my business comes from referrals and word of mouth.
To what do you attribute your success?
I attribute my success to ethical practices, consistency, professionalism, and simple kindness. I’ve lived in our beach community for almost 35 years, and I am most grateful for all the people who have crossed my path in business.
Does your company help with or get involved in any community projects?
Most definitely!
• I work with Deck The Chairs (DTC), held every holiday season in Jacksonville Beach. DTC promotes arts and art education for those unfamiliar with it through a nationally recognized holiday display featuring our lifeguard chairs beautifully decorated by area businesses. It is free to attend and has become a holiday tradition for many families! I sponsored and decorated a Sidney Cardel’s chair for years when I had my store, have helped in the past, and continue to assist with organizing our annual fundraiser, to now where I serve on the Board.
• I’ve donated my artwork and painted many murals at various places for years throughout our beach community and Jacksonville.
• And as a member of The Women’s Board of Wolfson’s Children’s Hospital, I’m currently co-chairing the decorations committee and staging the Lounge Area of the 2022 Winter Design Show on December 2nd.
If you could offer one piece of advice for someone who’s just starting a business, what would it be?
My advice is to surround yourself with people you can trust and depend on. While they may not be as passionate about your business as you are, if you know they’re there for you to support your plan and efforts and are trustworthy, your business is safe when you’re not around.
Personal hobbies or interests? Family?
I am a major sports enthusiast and love everything to do with art, design, fashion, music, and living at the beach. I have one daughter I am most proud of, two sisters, four brothers (including brothers-in-law), and several nieces and nephews. I also have a pup, a Wheaton Terrier, Miles, who is my sidekick and best buddy!
What’s the best thing for you about living on the First Coast?
Gosh, just one thing? That’s hard to say, just one! So if okay, I’ll say the best “things” are…that my daughter lives right down the street, I have some of the best friends a girl could ever have…and I have the ocean a few steps away. I feel very blessed.
Where and how can folks learn more about your business? Links to your website?
https://www.sidneycardels.com
https://www.facebook.com/SidneyCardels
https://www.instagram.com/sidneycardels/
Is there anything else that you want to tell everyone reading this?
Yes! My daughter Cara owns the ‘Blue Jay Listening Room’ in Jacksonville Beach! It’s a beautifully sacred, intimate music venue for singer-songwriters to showcase their music and tell their stories…and a space to listen, expand your musical knowledge, and share in an experience you will never forget. She just celebrated her 5th anniversary (surviving Covid, thank goodness), and Blue Jay was recently voted one of the top ten Music Listening Rooms in our country! Yes….I am a very proud Mom! – You can learn more at https://www.bluejayjax.com and follow her on all social media platforms.
Are you sad you closed your store, Sidney Cardel’s?
I get asked this a lot! People stop and tell me how much they miss my store, so yes, there are days I miss it too. I think what I really miss are the many customers/friends I met, and who supported my business throughout the years I was open. I miss seeing them! But having said that, since Covid shut down our country a few months later, in hindsight, I guess I am glad. I saw so many stores close, but I certainly applaud those who survived and are still open today! I know that was not easy!
Business Listing: https://firstcoast.life/beaches-central/atlantic-beach/professional-services/home-services/sidney-cardels-staging-design/
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Glenn is the founder and publisher of First Coast Life. He is also a wonderful storyteller. Born on the 4th of July, he spends his spare time taking his camera and exploring everything beautiful this region offers with his rescue dog Callie by his side. He loves meeting new people and capturing the many beautiful moments and amazing local stories that showcase the true spirit of the area.
One Response
Cathy is one of the most gifted decorators I’ve ever known. She takes time to get to know the family and gears the decorating to their personal likes and interests. We started out hiring somebody and ended up with a great friend.