Ep. 30 The Stern Truth: Building a Business By Design with Sandra Flora

My guest on this episode is Sandra Flora of Sandra Flora Home Design. Sandra wears many hats as a business owner and interior decorator. It was during the pandemic when she had that lightbulb moment of starting her own business. 

She initially had doubts when starting out and even kept it a secret from her family and friends. Since then, she’s been off and running.

Sandra navigated the challenges that are all too familiar when it comes to running a business—social media, portfolios, networking, and the uncertainty that comes with starting out. But through that in-person customer connection, Sandra tells us how she solidified her confidence and her clientele. 

“Trust yourself” is one of the golden nuggets that Sandra gives. That trust starts from simply listening, and we talk about how listening is a skill that goes a very long way in any kind of business.

I always say this, but Sandra also reinforces that knowing your “why” is what will give you the confidence to just go for it. Be like Sandra, face the challenges head-on, and go for it.

Connect with Sandra here:

Website: https://www.sandraflorahomedesign.ca/

Instagram: @sandraflorahomedesign

Facebook: @sandraflorahomedesign
Email: sflora34@hotmail.com

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Transcript

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[00:00:00] Marshall Stern:  I'm Marshall Stern and I've spent over 35 years leading and growing multiple small businesses. I know firsthand the struggles of entrepreneurship, feeling isolated, lonely, overwhelmed, and feeling like you have to do all by yourself. I've been through multiple recessions, and I have felt the highs and the lows. I've been there, and I get it.

[00:00:26] This podcast is here to change that every week. I will bring you straight talking advice, real world strategies, and honest conversations about what it takes to succeed in business without the fluff, the gimmicks, or the sugar-coated. If you're ready to stop spinning your wheels and start making real progress, then you are in the right place. 

[00:00:47] This is the Stern Truth.

[00:00:52] All right, everyone. Welcome back to another episode of The Stern Truth Business Unfiltered, and I have another special guest. For all of you to meet Sandra, how are you? 

[00:01:02] Sandra Flora: I am fantastic. How about you, Marshall? 

[00:01:05] Marshall Stern: I'm doing well. We were just speaking earlier and it's nice and sunny out today, which it's always out here when it's sunny.

[00:01:12] It's a good day. 

[00:01:13] Sandra Flora: It's beautiful. Yeah. 

[00:01:15] Marshall Stern: So, Sandra, tell us a little bit about your business, what you do, where you live, all that kind of good stuff. 

[00:01:22] Sandra Flora: Okay, so I am an interior decorator and home stager. I started my business, in 2020, just, in the midst of the pandemic. Originally, I was a hairdresser for 29 years.

[00:01:40] But I was only working part-time in the hair salon, when it closed down. So that's when I decided to start Sandra Flora Home Design. But now a little bit of background. My - I spent several years, helping realtors part-time, you know, staging homes, but it wasn't something that I basically thought.

[00:02:06] It was just a, a side gig here, and raising my kids was my priority at that time. So I don't know. The pandemic hit and my brain just went, you know what, go for it. Jump in and start your own business. And away I went. Yeah. And yeah, I live in Tsawwassen, so speaking of sun, it's sunny, sunny here in Tsawwassen. It's always sunny in Tsawwassen.

[00:02:28] Marshall Stern: It's always sunny in Tsawwassen, right? 

[00:02:30] Sandra Flora: Yes. 

[00:02:31] Marshall Stern: As opposed to like, as opposed to people who live on the North Shore, which is like North Vancouver, West Vancouver here. 

[00:02:36] Sandra Flora: Right. Yeah. Where it's always right. 

[00:02:38] Marshall Stern: Always dreary. It's interesting, I've met so many people over the last few years, business owners who started during, just before the pandemic or during the pandemic.

[00:02:49] How was that? 

[00:02:52] Sandra Flora: It, it was a little near, like, nervy for me, because I thought, well, first of all, the story is I didn't tell anybody, not my husband, not my family, nobody, because I used to talk and talk and talk about doing this and doing that, and I'd have great motivation and great gumption, and then something would hit and I'd be like, oh, forget it.

[00:03:18] Or am I, am I good enough? Do I have what it takes? And then I'd kind of fall to the wayside and forget about it. So I decided, you know what, I'm going to start doing some research. And I had the time on my hands, started looking into building websites. I already had some courses in interior decorating.

[00:03:45] And I actually was a certified, master color specialist. So I thought, well, you know, why not put it all together? And so I, after the research I'd done, I reached out to Trina, who is a marketing specialist, and we worked together on building a website and launching Sandra Flora Home Design.

[00:04:09] So it happened to be, oh, end of January and I said to my husband, let's go for a drive to White Rock, into Charlie Don't surf. And he's like, yeah, but you know, I said, we'll, wear a mask, you know, going to go do your thing. And I said, it's happy hour. We'll have a glass of wine each. That's when I - I don't drink now, but I used to have the odd glass of wine then.

[00:04:34] And so I said to him, here's my phone. Google my name. He's kind of looking at me like, are you losing the marbles here? And I'm like, just go ahead, you know, Google my name and see what comes up. And I said, he's Googled Sandra Flora and obviously Sandra Flora Home Design comes up, hits it website.

[00:04:55] He's like gobsmacked, like mouth open. He actually got teary-eyed and he goes, oh my God. He said, this is amazing. I said, I don't know what's going to happen, where it's going to go, but let's see what happens. So, so I'm going to say that could have been, don't quote me on the days, but say it was a Sunday. So on the Saturday of that week, I get my first phone call and it's a lady in Ladner.

[00:05:22] Wanting to hire me to come in and do some, interior, paint, colors, furniture, swapping out and things like that. So, and ever since that, that year was a busy year for me, the year of the pandemic, I think people were kind of fed up, sitting in their homes looking at the four walls. They want to change a lot of home offices, navigate and things like that.

[00:05:47] So. That's where I was, I'd say reborn and away I went running 

[00:05:52] Marshall Stern: That story is amazing. Like if people are watching this though, those of you who are watching this on YouTube, if you're listening, you couldn't see it, but on YouTube probably saw the look on my face. I'm have to watch back, like when you had the, the way you told your husband or how he found out about your business is that's, that's an amazing story.

[00:06:11] That's an amazing story. Okay, so it's been five years. Wow. 

[00:06:15] Sandra Flora: Yeah. Four years. Almost five years, 2025. Yes. Yes, yes. 

[00:06:21] Marshall Stern: Yeah. I know. Time flies. We were having so much fun. 

[00:06:24] Sandra Flora: Dang. Oh my God. 

[00:06:25] Marshall Stern: Because we've met, I don't think we've seen each other in person yet, but we've met virtually a few times.

[00:06:31] Sandra Flora: We have, yeah. 

[00:06:33] Marshall Stern: For maybe a year, year, maybe a year and a half or so. Yeah. 

[00:06:36] Sandra Flora: Yeah. 

[00:06:37] Marshall Stern: We were co co-authors together. The 65 book. Yeah. What have been some of the challenges as, and these are, this is the Stern Truth part about running a business. Maybe some challenges just seriously, like what has it been like the good and the bad?

[00:06:59] Sandra Flora: Okay, so, well, in the beginning, to run a business for me, I felt like, oh my God, like, am I good enough to do this? To run a business? So I started out and I thought everything had to be perfect. I had to be a perfectionist, which isn't something I am, I'm not a perfectionist in certain aspects of my life, but when it comes to.

[00:07:28] And decorate and furniture and all that. Playful, I love all that kind of stuff. So I decided, let me see, where was I? About, yeah, I didn't feel I was good enough with the business end of it. Let's just say like I wasn't - social media to me was like, what? Like I didn't know the first thing about getting onto Instagram and you know, all these pages.

[00:07:54] And so I just actually, I try to talk to my kids, Hey kids, do you know how to help me navigate this? So my son would say, yeah, you got ta do this, got to do that. Technology, this and that. And I'm like, oh, well, we'll give it a go. So it was trial and error for me. So that was kind of stressful, because years ago.

[00:08:16] I know in the hair industry or even my whole family, they were - come from a long line of decorator's, painters, wall covers. They’d have portfolios like, in paper, right? You go into someone's house portfolio as well. Today, your portfolio is online. So for me, that had to be important that I needed to learn those skills, not just the decorating, the color, all that aspect of what I do.

[00:08:42] I had to go above and beyond of learning social media, networking, trying to speak in public, which isn't something that I would be good at whatsoever. At least I don't think I'm, so there was days where I feel, I felt to myself, oh my God, is this, is this worth? Right. It was a lot of pressure I felt, and then, you know, I'd go to bed at night and I'd say, you need to give yourself a little bit more credit.

[00:09:11] You are doing great. Look at all these people. You're meeting these homes, you're going into, these customers are really loving you. So, you know, I'd get up the next day, two feet onto the floor and I'd say, no, get going. Do what you're good at doing. Talking to people in one-on-one setting. Right. And, yeah, I felt like.

[00:09:36] Just keep going. 

[00:09:37] And I have been, and, so the challenges I'd say is trust yourself. be, be yourself. That's so important. Be yourself a hundred percent. and yeah, just jump with both feet in. That's what I’ve done and I kept going. But like I said, it wasn't easy and it isn't easy. 

[00:09:59] My business has branched from just going into people's homes and decorating. I work alongside quite a few realtors, getting homes ready, to stage, to sell. like that's one of the, that's one of the person's biggest assets, right? So for me, I take great pride in making sure that home looks fantastic and I want them to get the best, dollar value for their home.

[00:10:28] I, I feel like sometimes there's, there's a lot of pressure on me. but  I always pull it off. And, also my business has went in a direction working with builders. That's wasn't something where I ever thought it would go. I've enjoyed that aspect of it. I've learned a lot. And, yeah, now I'm actually working with, some senior home coordinators, which is such joy.

[00:10:59] It does bring me a lot of joy when I'm going into a senior's home, helping them get ready to transition into their new environment. That's massive, right? For them and for me. How to handle it, you know, you go to be cautious, you know, when you're talking. And, you know, trying to make them see the bright side and where the rest of the future is going to go.

[00:11:25] And I try and make it lighthearted fun. And, yeah. I've, I've built great relationships and connections with 99.9% of my clients. Some of them I've even become really good friends with. Yeah. So I don't know if, yeah. 

[00:11:42] Marshall Stern: I would imagine, I mean we have an aging population. So I would imagine like that just even, even though like the retirement communities, the retirement homes, that industry in its in of itself is a huge opportunity.

[00:11:54] I know my mom had gone in, she the last seven, seven or eight years of her life, actually probably more like 10 years. And she used an interior decorator the second time. because the first time it was just crazy. It was just crazy. 

[00:12:09] Sandra Flora: I know.  

[00:12:10] Marshall Stern: She was so confused and lost and didn't know what to do and… 

[00:12:12] Sandra Flora: Yeah. Yeah. and just to have that extra set of eyes or to go into the home that they've known for, you know?

[00:12:20] Yeah. 40 years, it's already emotionally, upset for them. 

[00:12:26] Marshall Stern: Yeah. 

[00:12:26] Sandra Flora: And like you have to be very careful how you navigate that and talk to them. Another thing I will say, I feel. I'm pretty good at, I should have probably got a degree in psychology because being in the hair industry one-on-one, a constant problem solving all kinds of things like that was my hey - 

[00:12:47] Marshall Stern: And listening.

[00:12:49] Sandra Flora: Exactly. 

[00:12:50] Marshall Stern: Right. Good. 

[00:12:51] Sandra Flora: Yeah. 

[00:12:51] Marshall Stern: That's a huge skill. That's a huge skill. And I'd imagine they at that stage too, like they, a lot of people don't listen to them. They don't feel heard. So just to have someone like -

[00:13:02] Sandra Flora: Yeah, exactly. And sometimes they don't want to talk to their immediate families, their, their children, you know, their, their personal deep things they want, they want to sound off to somebody that is not familiar to them.

[00:13:16] It makes them feel more comfortable and for me to help solve that. Also, helping them. They don't want to go into that space and be, just have nothing that's familiar surrounding them. So therefore, I go in and I kind of help them with what furniture we should take and want new colors and want a new, exciting adventures ahead of us.

[00:13:37] Right? We don't want to eliminate everything that they've known and they're familiar with over their lifespan. So, yeah, that's, it's, that's been, very rewarding for me. And I've met some amazing people, directors of, of several different homes and things like that. So that's been kind of a privilege really, and an honor for me to, to, you know, end up in that aspect somewhere where I never thought I would go.

[00:14:05] So. Yeah. 

[00:14:06] Marshall Stern: Yeah, because it takes a, it definitely takes a certain type of person, like someone like you who has that sort of, that, you know, empathy, heart, warmth, as opposed to someone else who might be really good at the job as well. 

[00:14:21] Sandra Flora: Yeah. 

[00:14:22] Marshall Stern: But it's more. Yeah, well, not the same.

[00:14:26] Right? They need, they, they need to feel comfortable with the person, 

[00:14:28] Sandra Flora: Take the time. And if they want to sit and you know. I've been in situations where I've kind of said to them, would you like to have a cup of tea first? Right? And I'll go over to their kettle and I’ll put their kettle on. Say sit down, we can have a cup of tea. Because a lot of people think you are there just to direct business and you're there like, you know, time is money.

[00:14:48] I've heard that in so many, different corners and avenues of certain places I've went in and worked for, well, for me, yeah, sure my time is valuable, but so is my client and especially, the elderly clients that are in such a place where they're going to be. Like I said, leaving the home, leaving everything they knew.

[00:15:12] Maybe their husband has been, passed away, like they're going through so much. So to sit down, connect with them, have a cup of tea, they open up and they feel comfortable, and they trust me. It's gaining their trust right. And 

[00:15:27] Marshall Stern: Yeah. 

[00:15:28] Sandra Flora: And I want to do the best I can for them. And, and that goes for all of my clients.

[00:15:33] You know, I've had many cups of tea Marshall, I got, my God. 

[00:15:36] Marshall Stern: But if you don't like tea?

[00:15:38] Sandra Flora: I love tea. That's a good thing. 

[00:15:39] Marshall Stern: That's a good thing. So, and it sounds like, I mean, it's all about meeting your clients where they're at. Like I always say that, and that sounds like that's what you're really good at is meeting your, and I guess even from, you know, being in hair industry for so long.

[00:15:54] If you're going to have clients, repeat clients, you need to meet them where they're at. 

[00:15:57] Sandra Flora: Yeah, yeah. 

[00:15:58] Marshall Stern: Because it's not about you. It's about them. 

[00:16:01] Sandra Flora: Exactly. It's all about them, not me. That's right. 

[00:16:05] Marshall Stern: Yeah. Too many people, too many business owners get that wrong. 

[00:16:08] Sandra Flora: Yes. That's it, right?

[00:16:10] Yeah. It's about them. It's about the client, and yeah, I think it's just about, I think when you open yourself up, a lot of people, I think. I've kind of encountered over the journey. I'm not going to say I'm pretty, I'm a good judge of character and I see some people that you can tell right away they're not real, they're not been authentic.

[00:16:32] That kind of makes the hair stand up on my arm. I'm kind of like, smile, whatever. But no, the, these like, it's easier to just, don't be afraid to be yourself. Like, I've learned that over the years. What have you got to lose? If someone doesn't want to hire you, so be it. If they don't like you, so be it.

[00:16:52] There's hundreds out there that are going to love you and like you and want to hire you. 

[00:16:56] Marshall Stern: Yes, yes. A hundred percent. That you - I couldn't have said it better myself, but it's, you know, one of the things I find it's all - I'm going to age myself now - kids these days, right? But it's, it's okay. My son and daughter listen to this.

[00:17:14] Or they say they do, they do alike. but it's all about now it's all about instant gratification and it's all about the relationship now. Like, what am I getting? I'm not saying they do that, but kids like younger, the younger generation, it is all about now they've grown up in this.

[00:17:29] Everything is now. And some things like, what's the old adage? Like good things come to those who wait.

[00:17:37] Sandra Flora: wait. Oh. My mother would always say Rome wasn't built in a day. 

[00:17:40] Marshall Stern: Rome wasn't, yeah. 

[00:17:41] Sandra Flora: So I'd say that to my kids. Right? Well, they're adults. One's married. I've got three grandkids now, so I've really - 

[00:17:48] Marshall Stern: You're too young too young to be a grandmother. 

[00:17:50] Sandra Flora: I know. Marshall too young. Yeah, so I would tell, I would say things to them like, you know, Rome wasn't built in a day. And they look at me like I got 10 heads. Or I would say to them, listen, you know, you have to - this is a saying my mom would say throughout the years, and I find myself doing things at my mother done, right? Or said.

[00:18:11] And, but I hold this through to myself as well, like, and she always said, you have to know where you came from to know where you're going. And I hold that through to myself as well. Yeah, you really do. You have know where you came from to know where you're, you're leading, right? Yeah?

[00:18:30] Marshall Stern: I like that. 

[00:18:31] Sandra Flora: Yeah. But kids nowadays, like you say, same thing. Kids, right? It's like kids. Kids these days. Kids these days, right? Instant gratification. But at the same time, I have learned, I have to say from the younger generation, they've taught me so much when it comes to -  I look at some and I think, wow, like, as far as social media and as far as all these new AI, everything, like I'm, what would I say?

[00:19:04]I would just be, I wouldn't have a clue about any of that stuff, only for the younger generation kind of saying, oh, Sandra, you might want to try this or try that, or, right. So I mean, we, I never learned anything like that in school. We used to, learn like type, you know, the typewriter. 

[00:19:22] Marshall Stern: Yeah, I know, I know 

[00:19:24] Sandra Flora: 60 words in a minute.

[00:19:25] I still never, I never, managed to accomplish the 60 words in a minute type, but that wasn't my forte. 

[00:19:32] Marshall Stern: Did you have punch cards? Did you do the computer thing with punch cards? 

[00:19:35] Sandra Flora: No, we didn't even have computers. I, because I grew up in Ireland. Right. So in my, school, no, we didn't, I think probably when I was about ready to leave to come to Canada, they may have been bringing in the forced Apple computers, but I think, I don't know if they were playing games, honestly, I can't even remember.

[00:19:55] But yeah, it was just typewriters. 

[00:19:57] Marshall Stern: I think it was Commodore 64 was a big thing back in my day. And Texas Instruments, they had an all in one keyboard, with a monitor and, but it was all like in computer class. This is like 1983 or 84. It was like punch cards and you put it in, it was DOS or something. Not DOS.

[00:20:13] Sandra Flora: I know. Yes, yes. 

[00:20:14] Marshall Stern: Basic, basic language. And you punch, you had to punch out things. I don’t know what it was. 

[00:20:19] Sandra Flora: Yeah, that rings a bell. Yeah. Okay. Yeah. Yeah. 

[00:20:22] Marshall Stern: That was computer science. That was my science for the year. Okay. 

[00:20:24] Sandra Flora: Yeah. 

[00:20:25] Marshall Stern: Okay. So what do you think in your years of experience with entrepreneurship, now, what do you think separates those who struggle in their business from those who, I'm not saying necessarily succeed, success is done for everyone, but from those who, you know, have a good planting, they're, they're there, they're on a good journey.

[00:20:51] Sandra Flora: I think, those who struggle, maybe it's, the best thing would be to kind of try and find a circle or a network of entrepreneurs that are striving and they see them succeeding. And don't be afraid to ask for help. You know, reach out to those people, go meet with those people. there's no shame and there's nothing to be afraid of.

[00:21:20] Because fear is something that's going to hold you back and you are never going to get anywhere because I was once in the situation where in the beginning I was filled with fear and you know, feeling like, oh, I'm not good enough. Or how am I going to navigate if I do go into some of these high society gatherings with these people that have been in business for 10, 15 years?

[00:21:51] And I just kind of said, walk in the room. Hold your head up high. And you know what you're doing. And honestly, those people welcomed me with open arms. They were brilliant mentors as well at the same time. And after getting to know me as a person, that's the key right there. Get to know somebody, the true self and the trust that somebody has, and they're willing to give you a chance.

[00:22:19] It's not like the big bad wolf out there. I think you just have to go, and try and go into those circles, networking circles, with those, type of business successful businesses, and away you go. Yeah, that's, that's kind of what I'm, you know, throwing out there. That's kind of what I'd done. And, yeah.

[00:22:44] Yeah. 

[00:22:45] Marshall Stern: No, I like that. because it is, we are, most of us as entrepreneurs, small business owners are alone in our business. Like, we don't, we don't need to be, I mean, we can have, whether it's a coach or mentor or what we're talking about is like a network of other entrepreneurs. Because our, are usually, our significant others are not in business for themselves and or friends, a lot of are friends. And when that's the case, they don't get it. So we need, we need to go outside of our immediate circle and build a stronger inner circle. 

[00:23:14] Sandra Flora: Yeah. And sometimes you think like, something I've learned, it's a little off topic, but so when you mentioned your friends and things like that, people that you've had friends for years that you think they're your friends.

[00:23:28] When you get into business on your own, I don't know. You just really, you really learn and you see who your friends are and who your supporters are, and who's going to stand behind you. That's been my experience. I don't, I can't talk for everybody else, but definitely been an experience for me. And I don't know, like for me, if it's friends that I, you know, truly respect their friendships and everything, I'm the biggest supporter.

[00:23:53] I'm in their corner. I'm pushing the best I can. I'm sending business there away. So I've learned along this journey. One thing is who my friends are and who I thought my friends were worked. 

[00:24:08] Marshall Stern: Yeah, yeah. It's true. But it also happens, like on the personal stuff. Personal side. When personal things happen to us.

[00:24:15] Right. We find out really, oh yeah. Really who's there first and who our real friends are. Yeah. Yeah. 

[00:24:21] Sandra Flora: I guess that's just kind of a fact in a circle in life, right? That it kind of, it can be, it can be put into all aspects of our lives, I guess. Not just business, right? Yeah. 

[00:24:32] Marshall Stern: Listen, if you go tomorrow, if I go tomorrow, I buy a big yacht.

[00:24:35] I've got a lot of friend new friends. 

[00:24:37] Sandra Flora: You sure do. 

[00:24:38] Marshall Stern: Right? So if you want to have friends, if you want to have friends, buy a, a yacht, right? 

[00:24:43] Sandra Flora: Yeah. I need to buy a lotto ticket first. 

[00:24:47] Marshall Stern: Yeah. Or you can start with a hot tub. Buy a hot tub.  

[00:24:49] Sandra Flora: Oh yes. Right. Yeah, I know. 

[00:24:51] Marshall Stern: Okay, so I'm curious, before you got into business, compared to now. Is there something that you've learned? I know there's a lot of things you've learned, but is there something that you know, it's not true? What I mean is you thought this about owning a business maybe before you went into it, and then you got into it like a surprise, like something like, you know what, that's not true.

[00:25:16] Sandra Flora: So before I got into business, for me it was a big, scary thing and it was like. Oh, that would take so much time, dedication, work, effort, and money, and am I really put out or willing to do that. And, I, you know, I, like, I sat on the fence for a while, as we've talked about, but I thought, you know what?

[00:25:43] If you don't trust yourself and you don't, how would you say, confidence? It's all about confidence. So. it's like, okay, what's the worst thing that can happen? Jump in, go for it. And, for me before and to today, I would have to say, been in business for myself, has definitely got me out of my shell.

[00:26:10] I'm way more confident than I probably was for 40 years. And, so I would say like for me it's all about, the change would be more confidence and, meeting way more people and, and, and losing that fear in certain situations. So compared to before I started my business and now, I would say confidence and, that's what it's grown for me is confidence and a lot of learning along the way.

[00:26:46] And the fear, I look back and think, oh my God, why was I so scared? Why was I so scared that, no, I'm not saying it's easy, but I'm saying this, the fear that we all have. I think before we're going to take this new venture or do something new that stops us from doing a lot of things, let alone a business. But I think if you just trust your gut and just kind of, you know, put your foot in the water and, and, and go for it.

[00:27:12] Marshall Stern: I like that. Just put your foot in the water and just go for it. 

[00:27:16] Sandra Flora: Yeah, and I mean the water may be a little bit, you know, warm at times, but that's okay. You can swim and wade through the warm, ruffle out the seaweed 

[00:27:25] Marshall Stern: I love the analogies, but it's interesting because on the opposite side of what you were saying about starting and scary and this and hard work and I think a lot of people.

[00:27:40] Think there's the opposite side. A lot of people think it's easy because they see it. And this is where we were talking about before, like all this stuff on like Instagram and TikTok and all these like influencers and so-called business people who have like built tremendous business. And it's so easy.

[00:27:56] Just I'll quit my job and I'll just start this. I'm going to make candles and I'm going to make a billions of dollars. I don't know how I'm going to make billions of calendar candles to make the billions of dollars. It's going to be easy. I don't know why I picked candles. Just an example. Or, or I'll become an interior designer or an interior decorator, or I'll become a coach, I'll become a digital marketer, whatever it is.

[00:28:17] Ah, it's easy. People are doing it all the time. And then they jump in and they find, holy crap. This is hard. 

[00:28:22] Sandra Flora: Yeah. It's hard work, dedication. you have to learn to navigate, like for me in the beginning, family. So you're overwhelmed. A lot of things. You got to get out there, you got to get clients, you got to learn how to market yourself.

[00:28:37] You got to build for me, building relationship with, stores, different facilities, builders. I had a lot of, even though I was certified in staging, decorating, and a master colorist, I still had to learn. You know about say, carpet piles, tiling, all these jacks of plumbing, like you name it, all these things that.

[00:29:05] For me, I had to gain the knowledge on this to, you know, to be able to go into somebody's home and, and, you know, redirect what it may or,  renovate their space. So I wanted to know, also working alongside my contractors. So it's not easy and it's not easy, getting out there. Marketing. You, you spend a lot of time.

[00:29:31] I did away from home meetings, networking groups, getting yourself out there, building a name for yourself. So no, it's blood, sweat, and tears. I have to say. Like it was, it wasn't like I'd go into the hair salon part-time, say one o'clock to five or whatever, put my apron on. Put away, chat away for the five hours, leave.

[00:29:54] Come home, make the dinner, feed the kids. Feed the family. And that was my day done. Right. Well, I mean, it wasn't that easy either. I've been a mom is extremely difficult. It's tiring, it's taxing. so I mean, navigating that, you know, but it can be done honestly. You have to put yourself first. And that took me many years, many, many years.

[00:30:17] And I still don't put myself first all the time when needed to be. I don't. 

[00:30:22] Marshall Stern: That's for a whole other conversation. It's really, really important. And it's that like the, like the oxygen mask analogy. We need to put the mask on us first. so yeah, it's, it is blood, sweat, and tears.

[00:30:37] It is hard work and a lot of people don't see that. And then they get into it and they get scared away, and a lot of people then quit. Right? So it's all about like being resilient, being determined. 

[00:30:48] Sandra Flora: There were times I thought about throwing in the towel. When things got overwhelming. 

[00:30:53] Marshall Stern: Okay, so tell me about before we go.

[00:30:54] I want to hear that. Tell me about that. How'd you get out of that? 

[00:30:57] Sandra Flora: Oh, how did I get out of that? So there were times when I thought, oh my God, right? This is, this is a lot. This isn't like a A-B. Like some people tend to think, oh, how hard can that be? You're just a decorator. You're just this like, no, you're not just that.

[00:31:14] You know what I mean? You are dealing with, for me, juggling, contractors, juggling furniture deliveries. Have somebody's biggest asset in the palm of your hands to make sure this project's going to look amazing, make them happy. It's lot of pressure. And for me, there was times when I thought, oh, would it just be easier just to.

[00:31:38] I go back to what I used to do, and then I just thought, no, you've come this far. You've put your two feet on the ground, you are doing a good job, pat on your back and just keep going. Sandra, face the challenges. Be yourself, and you know what, you'll overcome the obstacles and don't be afraid to say you don't know sometimes.

[00:32:02] Yeah. A lot of people go out there like, we know everything. Don't be afraid to look at that person, say, I don't know, that's, you know. And you overcome it. Yeah. And I just keep you just one day at a time. I just keep pushing and. I, and I also love what I do. My passion is, like I said, you know, making people smile and looking at their face when they see their space, even if it's not a major, just a small refresh or.

[00:32:31] You know, helping that realtor get that home ready and it sells. And some of the clients where I go in and stage the homes for the realtors, the clients actually hire me for their new home because they say, oh my God, we would've never thought of doing that. Just a little tidbit I'm throwing in there.

[00:32:47] We would never have thought of doing that. we'd like you to come, you’re hired, hire you to help us transition. So it kind of all trickles down the tree as we'll say, you know, it just kind. Yeah. One event after the next. And, like I said, just keep pushing. Don't quit. Don't quit. Yeah. 

[00:33:09] Marshall Stern: Okay. Well, so that might be, that might for my last question, that might be the answer, but some, you, what would your best advice be for someone who is at a point where they're like, they're listening to this podcast and they're like, I just, I don't know.

[00:33:23] I don't know. I'm just stuck. I don't know. 

[00:33:25] Sandra Flora: You're fed up, you're frustrated. You don't know where you're going, don't quit. Think why you started this journey. Think why. Why was it that I thought of doing this business? Go back to thinking that and just keep persevering. And like I said, my biggest thing is trust yourself.

[00:33:46] Believe in yourself and you can honestly, anybody like you can do anything you want. If you put your tooth. Two feet forward. You, you really can, you know, just, and reach out to people. If you have any questions, reach out to me. Marshall, love to help you. I have no problem with, you know, giving some advice to another entrepreneur.

[00:34:06] I'm here to build and help support people a hundred percent because I, people do that for me, and I want to give back to that too. So don't quit. Keep going. Think why you started. 

[00:34:17] Marshall Stern: I love that. It's all about the why. The why. We forget why we started. A lot of people forget. Okay. So if people want to get in touch with you, whether it's for advice, pick your brain on something or for your services, I, I know we'll put your stuff in the show notes, but you have a, like website and all that kind of stuff.

[00:34:32] Yeah. Instagram. You got your socials. 

[00:34:34] Sandra Flora: Yeah. 

[00:34:35] Marshall Stern: People can reach you there. Okay. 

[00:34:37] Sandra Flora: Absolutely. They can.

[00:34:38] Marshall Stern: Maybe on social media, just in case they're not reading the show notes, what, how can they get ahold of you? 

[00:34:44] Sandra Flora: All they got to do is log onto www.sandraflorahomedesign.ca  for my website and Sandra Flora Home Design, Instagram and Facebook. Yeah

[00:34:53] Marshall Stern: I love it. I love it. 

[00:34:54] Sandra Flora: Little straightforward there. 

[00:34:56] Marshall Stern: Well, there, I always say for all of these, for, episodes that I do by myself and the ones that I bring on amazing entrepreneurs like yourself, I always want people to - like my late father used to say - when you go to a networking event or hear a speak or read a book, you can just get one takeaway.

[00:35:13] One, he called it a golden nugget, and I am sure people have gotten several from this talk with you today, so I really, I thank you. I thank you for being here and, sharing your journey. 

[00:35:25] Sandra Flora: I thank you for having me, Marshall. It was a pleasure and I hope, yeah, I hope I've inspired or helped somebody in some way.

[00:35:31] Marshall Stern: Well, a hundred percent. So I would love to get feedback from everyone. If you're watching this on YouTube, you can put the comments, or on your favorite podcast platform if you're listening. Please, like, share, subscribe, all that kind of stuff, and we will see you all again next week with another episode of The Stern Truth Business Unfiltered.

[00:35:50] Thank you so much for tuning in to the Stern Truth. If you found today's episode helpful, we would love to hear from you. Please like, share and leave us a review. Also, if you'd like to be a guest in the upcoming episode or join us in one of our Moment Accountability Group sessions, simply email me to marshall@marshallstern.net. 

[00:36:10] That's marshall@marshallstern.net. And don't forget to hit the subscribe button, so never miss an episode. Until next time, keep pushing forward and meeting with confidence.