The Keri Croft Show
The Keri Croft Show
SZN 4, EP-10 Jessica Brugger on quitting corporate and breaking into interior design
Ready to challenge the norm? Join me for a captivating conversation with Jessica Brugger, founder of Dwell Well Design Co., who bravely swapped corporate life for the fulfilling chaos of entrepreneurship. This episode peels back the curtain of what it's truly like to step away from a cushy job and into a path of passion. Whether you’re on the brink of making a change or just contemplating what color to paint your kitchen, this episode invites you to explore how to build a career and a space that feels authentically you.
Need support or guidance on your entrepreneurial journey? I want to help! Sign up for an open 15 minute slot on my Calendly and let's talk. Who knows, maybe you'll end up on the show like my new friend Jessica!
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Hey there you beautiful badass. Welcome to the Keri Croft Show. I'm your host, keri Croft, delivering you stories that get you pumped up and feeling like the unstoppable savage that you are. So grab your coffee, put on your game face and let's do this thing, baby face. And let's do this thing, baby Struggling to hit those big company goals you set last year. Well, q1 is almost over. Are you making real progress or just telling yourself? You still have time?
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Speaker 2:Thank you so much, so excited to be here. I'm excited to have you here. Let's talk about me, you, interiors, whatever. Oh no, we're going to talk about you.
Speaker 1:This is a 90% you, 10% me type scenario. Great, I've been waiting for this moment my whole life.
Speaker 2:No, pressure Men, so how? Do we find each other Way back system of strength right and then sliding into your DMs late last year as you were doing the show and I was a fan to say hello and what's happening and I'm loving this.
Speaker 1:Yeah, I think you got on my Calendly, didn't you? Yeah, I have a Calendly, didn't you? Yeah, I have a Calendly in my DM that if you're trying to start something, if it's starting a family, starting a business, even if it's like some kind of internal thing, you're trying to do self-confidence. Where's the inner badass? I'm trying to be a magnet for those people. So I have time carved out in my schedule.
Speaker 1:If you want to get on my Calendly via my link in my bio, yes, that's absolutely what it was, and that's a really great way to kind of you know, break the ice, say hello, get to know one another and, as it turns out, you're just the perfect person to have in the chair in terms of corporate America high-powered, exec-turned entrepreneur, and there's nothing I love or feel more than that, because same-sies yeah, we had that in common.
Speaker 2:And or feel more than that because same Z's yeah, we had that in common and it's great to sort of see your trajectory selfishly, um, because of that shared background, and so that was a really fun connection. And then also that I just never thought.
Speaker 1:I never thought that this would be what I was doing well, I'm going to start with that because when you, when I was researching, and you had written what you wrote on your intake form, it's probably such a typical story for people. So you have great parents. You are lucky to have grown up with two like parents who are like totally you know, but Parents want their kids most. You know. Most parents like let's be conservative, let's get the job. That's quote unquote safe. Do the 401k go on vacation? Like the idea of you ever peeking your head outside of the line to say, oh, maybe I could like do something on my own. That didn't feel attainable no, it wasn't even.
Speaker 2:it wasn't even a consideration. And what's interesting, I think, about my upbringing in that respect is that my mom's parents were entrepreneurs. They owned their own business. They did very well at it, and so she grew up in that, and I think it's probably that experience that made her the amount of times. If anything came up while I was in corporate, her answer was sort of my mother would never say shut up. But if she did like, be quiet, be thankful, stay where you are, you get paid good money, you're respected Like don't, don't question anything, this is what you do. And I think it's because in her life they're just what they were the ultimate of entrepreneurs, right, it was busy, it was crazy, it was scrappy all the time, um, and so she couldn't. She wanted it to be easier, I think, for me well and you were really successful.
Speaker 3:Yeah, corporate america you were doing your thang sure?
Speaker 1:so you're high-powered corporate, you're making a lot of money, that paycheck looks real nice every month, super good, golden handcuffs, baby golden handcuffs. So how? What was the catalyst? What was the like? Ok, aha moment.
Speaker 2:I laugh that whenever I tell this story it's sort of like I didn't have an aha moment. For a relatively smart person, I had about 42. So aha moments I think one biggie was I had been at an agency for a year or so and I was like I'm not excited. A year or so and I was like I'm not excited and where I say it's as creative as maybe a corporate career can be. Unfortunately for me, that agency wasn't that case.
Speaker 2:There was a lot of this is the way that we do it, and I kept getting sort of three steps forward and pulled back, like so many of us that are in corporate have that experience, I think and so it was really feeling unfulfilling and I had two small kids and I think that for me it became a matter of how valuable is my time? And I have never, and I can't imagine ever, considering being a stay-at-home parent. It's just sort of not who I am. Stay-at-home parent, it's just sort of not who I am. But I did recognize that for the amount of time that I was away from my family, what I was doing with that time wasn't really fulfilling me in any way other than a really nice title and a paycheck. I had been renovating homes pre-marriage, you know, 15, 20 years. I thought everyone did that, that. I thought everyone did what I did every time I moved into a home for the most part. And so naive me in realizing sort of over time that that's not the case, was like, hey, I'll go back to school and get certified as an interior designer, I'm doing all this work anyway, like let me learn what I don't know on the side of the business, um, and it'll just be a for fun thing, it'll be a thing I do for creative fulfillment. So I did it super casually for about a year or so.
Speaker 2:And then my company, like so many, had been downsizing and so I had started interviewing and I was in this final interview for this behemoth job. That was the money and the title and the 401k matches, it was all the cachet. And when I wrapped that final interview and I talked to my husband that night and he was like you know how did it go? And I was like I do not want to do it, like I just don't. I'm thinking about like the day and like I just don't want to do it. And Sean and I are so insanely different. And he's like don't do it. Oh, you make that sound so easy. You're crazy. That's not an option.
Speaker 2:But it planted the seed to be like what would it take for me to do it? Could I not do it? What does that look like? And so, sure enough, I was like guys, I so appreciate the opportunity. I'm not, I'm out. And I gave myself the rest of that year to build the business like a business that I would build for my clients back, you know, in corporate. And I was like, if I'm going to do this, it's not going to be some mom and pop, you're getting some handwritten Word document kind of thing. It's going to be branded, it's going to have a point of view. I will be the forefront and the name and I will be counted on by clients and we're going to have a really high standard here and do it right. And so I built that in the remainder of 23 and then said here's the revenue goals, here's the deal goals I've got for the first quarter of last year. If I hit them, it's a go. If I don't hit them, I'm getting back on the trail of interviewing and finding something.
Speaker 1:So trying to put myself in the mind of somebody listening to this right now, because a lot of these stories we tell it's like very high level and I, here's what I did and it sounds so easy. Right, the person at home that's like man, that sounds really great. But like I need money, I have to like it would be really great. How am I gonna make it for six months? So how did you, when he said, okay, then don't, were you guys equal breadwinners? Okay, so you're the breadwinner Total. And so how did you actually get yourself from him saying don't do it to looking at the runway to say here's the actual financial plan. How did you do that?
Speaker 2:Because it is. It's this like glorious, follow your dream kind of a convo without that, and I think that is the anti-conversation that I want to have. Like I am not the person that's like follow your passion. I'm like follow your passion if it's not a not-for-profit at the end of the day. But let's be real, truly, what I did was a few really logical things and a few that maybe are a little kooky, but the one was I hired a coach. I hired a coach that specialized in the interior design business and I found somebody that really I felt like I could relate to and have some really direct and straight talk, because that's a requirement for me. Like I don't want to. I don't want to talk about fluff, I want to talk about tactically, what? What number of posts on Instagram does this mean? You know like I'm in the weeds of this whole thing, but really the biggest thing I wanted to say was like not only can I make X money, do you know people in this industry that are doing that? And then let's talk about what are those pillars. Is it presence online? Is it a really clear branding image? Is it? And at the end of the day, I think we probably all know it's all of those things, but I want to make I had to make sure, prior to going in that I said these are the five things, these are the five pillars that I know have to exist.
Speaker 2:Hey, you that specializes in this area and has been in it way longer than me. Are these the five things? Are there other things I should be thinking about? I made sure and went to great lengths and investment to say who are the experts, what are the questions I need to ask? Because I'm not the expert and that's okay, I will be the expert, but that's not now. So it was a coach. And then, to your point, carrie, it was a really, really nitty gritty Excel spreadsheet to say here's what we have in savings. Hey, we thought it was going to go to a new car, a vacation and this and that, and if the furnace blows, furnace blows out. But realistically, let's take the run rate of our monthly expenses. And then, every so often, I'm going to blow it up and say something happens and add five thousand dollars unexpectedly. How long can we go and not miss a mortgage payment or something right Like how long until we're worried about groceries?
Speaker 2:It gave me the opportunity to say what's the time worth? What's the creativity worth? What is the real runway when you think about corporate America, is you theoretically have this very tidy wind down to retirement, and then you've had this 401k match that I joke constantly about in your Roth IRA and your financial planner, and, like none of that exists in the entrepreneur journey. What does exist, though, is my ability to build the empire that I hoped WellWell Design Company becomes, and then I get to say, as I want to retire, I'm going to do half this work, I'm going to do a quarter of this work. Then it feels way less like work, and that gives me sort of a world where I'm still part of it and doing what I love, but in a way that is almost only fun. So the retirement, or the wind down, looks very different, but I could see that as well. And then let's's be a little bit crazy, because I'm a Gemini, and I'm the most Gemini Gemini on the earth.
Speaker 2:I went to Willow, who I check in with once a year or so on my tarot cards, and was like hey, can I do this? And will I be poor? Will my children never be able to go on vacation if I do this? I reached out to four or five of my previous co-workers who had left corporate and gone out on their own and either franchised, become realtors and were just killing it at their game and said what do I not know? What have I not thought of? What would you say to you five years ago if you were doing this over again?
Speaker 2:So I did a ton of Excel spreadsheets and I did a ton of introspection and I did less business plan writing than I would have anticipated for me, but I did a lot more thinking through. What do I want the brand to be? What do I want the brand to stand for? What do I want to make sure that I'm incorporating in the larger picture of it from the absolute beginning of this and not waiting until 10 years down the road? So some of those things are really putting time and legwork into getting to know the arts scene around Columbus. So artists, makers, tradespeople, I really want people to know that they can have original art in their homes and it can mean something and it should feel like something when you're in your home. It shouldn't just be pretty spaces. So what are sort of all of those pieces that I want to bring into this story that I'm helping you tell in your home how much runway?
Speaker 1:how many months did you have where you're like I'm comfortable? For how many months?
Speaker 2:my real life was I had 14 months and then I was like you start interviewing and then you plan for about six to eight months of interviewing to find the right thing.
Speaker 1:And then, when did your revenue start to kick in? How many months did it take you to get maybe a right around where you were?
Speaker 2:I'm still working on that and I will say I did not take any pay for the first year, I just wanted to keep reinvesting it. Take any pay for the first year, I just wanted to keep reinvesting it. So I was able. Again, that runway, right that time, gave me the ability to say write off the money. You know that you can live. You know your kids can live. They can still play club soccer, we're fine, Do what you need to do to build this business. Listen, we worked hard to have a really great savings to be able to do that. So I'm not I don't discount the work that we did to be able to do that and but it gave me the ability to say what's the right thing for the business and what's the business I want to build. Sort of, fuck the money right now. We'll get to that.
Speaker 1:I think it's important for people to know who you know. Everybody has this dream. Everybody's daydreaming about shit, but just daydreaming about something. It's like cat's daydream. Just because you have this daydream in your mind, like I'd love to start x, it's so important that when you do take that leap, that you're set up for success. Because if you, if you do take it and you fail miserably the first time, right, if you're not putting the calculated risk, if you do have a dual income family, if you do have children, you have to think through financially like what does this runway look like? And then like, to your point, forecasting enough.
Speaker 1:Don't sit there and spend six months on a business plan. If writing the business plan is what's holding you back, please call me. Your business plan is going to change every six months to every year. So I'm not saying like, don't do a business plan, but don't be so focused on this business plan. Right, focus, like what you said, on making sure that you have all of those quote unquote pillars aligned. How are you going to sort of like Geppetto this thing and visualize how are you going to have those revenue buckets? How are you going to create revenue and value and be in alignment?
Speaker 3:Hey Maria Milligan, here with RE-MAX Premier Choice. Being a realtor here means being part of a community. I'm more than just a business card. I'm someone you'll see around town. I build trust with my clients because I care about this community and the people in it. Ready to take that next step? Let's do it together. Text me at 614-314-1355.
Speaker 1:Who says you need a special occasion to feel like a celeb. I mean, stress is real, life is busy and your scalp, yeah, it deserves some love too. That's where Headspace by Mia Santiago comes in. Treat yourself or someone who deserves it to a luxurious scalp treatment and a killer blowout or cut, because nothing says main character, energy, honey, like a fresh style from celebrity stylist Mia and her team. And because we love a good deal, mention the Keri Croft Show and get 20% off your service or any gift card for somebody in your life that you love. Headspace by Mia Santiago. Because great hair days shouldn't be rare. We always say like with corporate America, safe, it's safe. No, it's not Like, and that's that's what we're realizing. So I say that because if that's your reason out there, if your reason for not starting your thing is because you feel safe, yeah, honey, that's that. I hate to blow that illusion for you, but you're not, yeah no, I completely agree, and it's only happening more and more right.
Speaker 2:So I know plenty of folks that are to your point they're writing the business plan, they're writing the business plan, they're writing the business plan. But that's been a solid five years now. It's not the business plan, and that's okay. If this is not your thing, that's okay. This is tough, this is tough. There's no path. And that business plan, promise, promise will change in three months and it'll change again in three months, and that's got to be okay too.
Speaker 1:I just know my brain never, ever turns off and it gets very exhausting at times and I wish that I could just stop the train, but there I don't know really how to do that.
Speaker 2:I have yet to figure it out. We were chatting prior to starting here that I was on vacation with my family in the world's most overwhelming location, which is Disney and Universal Studios, and I numerous times had to be like you guys go ahead and do the ride or the thing or whatever that is. I need to just make some notes in my phone, I need to make a list, I need to make some notes because it's consuming my brain and I'm just worried that I'm going to forget about it or not think about it or not organize it in this, you know, sort of actionable way, and so I just need to pause for a moment and do that. Part of that is making sure that I'm really spending my time intentionally. I think will forever be a challenge for me and people that have the personality. That is just a lot of ideas, a lot of things going on. How has this been for, is it?
Speaker 1:Sean, yeah. So what would he say if we called?
Speaker 2:him. He would say that he's not surprised at all and he would say he's probably a little bit tired of being shipping and receiving at our house at all times. But I've always been me, but I've always been me. So, whether that was the corporate America version of this or this entrepreneur dwell well design company version of this, I've always been very busy. I've always been speeding rapidly through sort of everything and a type A and a creative and so, yeah, he would say it's going amazingly, he's super proud, he's excited, probably wishes I were a little calmer.
Speaker 1:Well, sean, I wouldn't, you know, hold your breath on that one. Do you feel totally fulfilled Like? Are you like I can't believe I did corporate for so long? Or are you like holy shit?
Speaker 2:This is so much harder than I thought it was going to be. It is absolutely worth it to me in every respect of it. Absolutely worth it to me in every respect of it. But I also think that I'm very, very lucky that my corporate career gave me an amazing amount of knowledge and learning to be able to walk in to this journey and not just screw it all up from the beginning. The amount of overlap and the amount of things that I'm using from that career is wildly more than I even anticipated at the beginning, and I worked with some really exceptional people in my corporate career and some really unexceptional ones.
Speaker 1:I'm sure you had a bunch of douchebags too. Let's not, it's not yeah let's not forget about those words.
Speaker 1:Totally Going back to you personally, it feels like you've had a pretty solid, stable, kind of like humming right along kind of life, which is amazing. You did say you were born with a cleft palate. Yeah, how big of a deal was that for you. Like, how did that shape you? Cause you had mentioned a couple of surgeries and one in which you couldn't eat for a month, so like it was a much bigger deal for my parents than it was for me.
Speaker 2:So when I was born I had a cleft palate, meaning I had no roof in my mouth, so mine did not go. Often you see folks with a scar on their lip. My palate it wasn't a cleft lip, it was just the palate. So as a child my tongue could flip all the way over backwards and smother me. So I was carried on my stomach. I was wedged in a crib on my stomach and so I say like the impact to me is wildly less than the impact. Can you imagine being a parent?
Speaker 1:I'm literally thinking about your mom as we speak. Like are you kidding me? Wait a minute? So how long until you were able to even have the certain? Like how long did they have to?
Speaker 2:do that with. I was a year and a half old before they created a palate in my mouth long did they have to do that with?
Speaker 1:I was a year and a half old before they created a palate in my mouth. So the doctor was like hey, listen, like there's a chance that she could like so because the tongue goes back.
Speaker 2:Yeah, you can flip right over so like I don't have like a uvula or anything now because it's a, it's a created palate in my mouth. But just imagine that's just a giant open cavity. So glamorous, a giant open cavity. My poor parents, they didn't, they didn't anticipate any of that. It was like wait, what's what's wrong? What's going on? And eating eating, as you can imagine, without suction for a bottle is really challenging does she talk about how traumatizing that was?
Speaker 1:no might, no, did you ever ask?
Speaker 2:her. I mean, yeah, I'm, it's like no big deal this is what, what it was?
Speaker 1:It's like anything. You know it's funny. You go through something but then, like a year later, you're like yeah, that was hard, but I'm just putting myself in that position with a baby trying to like. I bet you she was an absolute wreck. I would have been a mess. I would have absolutely been a mess.
Speaker 2:When they created the palate in my mouth, they did a projection, like many of us did when we had kids. I'm like, how big is your kid going to get? But in this case they did the projection to say how big and what's the structure of the face, so that they can create a palate because it's not going to grow. And so when I was in eighth grade, I had to have another surgery because, I don't know, my head was larger than anticipated. I don't know what the whole deal was right.
Speaker 1:They're like oh, got that wrong.
Speaker 2:Giant head on this one. We're going to have to do something about that. And so they took a muscle from inside my throat, put it across the back of my throat so that the palate in my throat would close on noises that it needed to do that. So I sounded pretty nasally prior to that and I was in the hospital for about a week and then I could not eat for a month. It was a liquid day, was a lot of insure for a month, and so I missed basketball season and I lost a whole bunch a whole bunch of weight, of course, and and absolutely hated Ensure. And my kids now it's so funny they see the commercials for Ensure like Disney Plus or whatever, and they're like that looks great. I'm like, oh, I can't even think about it.
Speaker 1:You're like trauma. Stop, Stop it right now.
Speaker 2:Yes, wild Okay.
Speaker 1:Like were kids, did they bully you before that?
Speaker 2:when you sounded different, or were they like, was there anything? Or they just?
Speaker 1:kind of like knew you as you like.
Speaker 2:Yeah, I think they. Just I don't think anybody questioned it, that's true, and I think because it gradually right, that would that gradually happened over time as I, as I got bigger, and I don't think that it was so much a thing. I think also I probably benefited from again the fact that, like I've been me the whole of my life and so I am a little bit just like this is just this, is it? We just continue on and barrel through, and so when you, I find, when you don't give people too much a choice, Right, well, you know, kids, little assholes.
Speaker 2:Right, I mean eighth grade was not the prime for anybody.
Speaker 1:I was like I was so tall and had braces and a perm, I mean it was uh, it was a real sight to see. All right, so let's talk about this design alchemy that you have here, because this is so it's dwell.
Speaker 2:Well, talk to us about this I write design alchemy each year at the beginning of the year, and it is the intention and the idea behind the whole thing is it's really about being forward looking about interior design, but in an approachable way. So we don't live in Paris or New York, but we still want to have great interiors that are interesting, and so my job, I think, is to say what's real. But let's push you a little bit and say how visually do you want to tell your story in your home? And so this year's Design Alchemy is focused on three different areas. The classics Classics are back hardcore, think, you know, crown molding and box pleats and skirts on furniture again. So the classics are back man, natural and organic sort of two sides of that one, of course, bringing plants and live into your space we have only realized more and more is such a game changer for our moods, for how we live, for how we feel in our spaces. But also the natural and organic shapes, so things that are handmade, tactile, layered textiles, things like that. And then individualistic interiors, which is probably my favorite, which means like everything and anything goes. There are ways to bring the wild, the crazy, the kitschy, the whatever you love into your home and still make it feel very elevated and high end and have a whole bunch of character. So we talk about some ways to do that. And then I also always include a toolkit in the back which changes, but the one constant in it is the Dwell Well Design Company color box, which is our pick for colors, paint colors for the year, what we're loving, why we're loving it and it's a great place.
Speaker 2:If you're like I need to spruce some stuff up in my home start with the start with the walls. The paint color makes such a big difference. But also, like, what are our must-haves in the world of home? I talk about keys to lighting, because man lighting, there's a lot to it and it makes such a huge difference. So this year's edition has quite a few keys to lighting, depending on your spaces that you're talking about. And then just a little bit of a like meet the team. Here's our process, here's how we do what we do. I love this paint color, thank you. What I like about this one is it feels red, but it's not the red of 1993, right, it's got a lot of black in it. So, to your point, it really makes it pretty darn neutral If Alexis from Schitt's Creek. Were a color, this would be it. It's confident, it's timeless, it's effortlessly bold, and anytime I can bring Schitt's Creek into a conversation, it's a real win for me.
Speaker 1:You know, it took a little nudging. I probably had people tell me like 20 times I had to watch that and I was like refusing because I'm just not a big comedy, I don't know, I just whatever, give me a Dateline murder any day. I watched that and I was like this is something else. So good, so effing good. So what else? Before we wrap this up, what else do you want people to know about?
Speaker 2:Dwell Well, I really focus on full service interior design. I found that people are not only a bit overwhelmed and intimidated by creating their personality and themselves in a home and all of the layers and thought that goes into that and decisions. It is a lot At Dwell. Well, we're really dedicated to managing the whole process and makeover, if you will end to end, and that makes it a little easier for our clients as well, as sort of that ideal outcome and selfishly for me, I get to walk away from it and be like, no, that's exactly what it should be for that person. And so we're really excited and dedicated and I'm very excited about creating and translating people's personality, who they are and what they love into their space.
Speaker 2:Nobody's going to look the same. You don't want to live in a showroom and you don't have to wait until your kids are 20 to live somewhere that you love. We really really vehemently believe in the power of home and starting your day and ending your day in a place that feels just like you and the way that you want it to feel and can enter the world in a confident, happy person and place. I think home is that for all of us and, quite honestly, let's not be too precious about it. Let's make it fun, let's make it interesting and let's make it really different for everyone. I'm booking out now into summer and fall, which is really fun, damn girl.
Speaker 1:Right, can I get a damn girl? Hey, listen, sorry guys, she's booking out into 2027.
Speaker 2:It's a really it's an exciting thing to even be able to say Good for you, but it's refurnishes, it's kitchens. It's finishing basements, it's refurnishes, it's kitchens, it's finishing basements. It's all the fun stuff.
Speaker 1:Yeah, and what would you say to people who are like, oh, I don't want to do this because it'll hurt the resale value of my home, so I'm going to keep everything very. Who wants to live like that?
Speaker 2:It's exactly what I say. You live in your home.
Speaker 2:Yeah, and I think the other thing that people don't maybe count as much is whenever the time comes that somebody is coming to look at your home, to potentially live in your home Even if they say that's not the color I would have painted the walls or the rug I would have put on the floor they're going to notice and appreciate the manner with which it's executed. Says so much and people are so envious of that. So, yeah, no, that's not a thing. Live in a place that you want to live in, that feels like you.
Speaker 1:AKA Dwell Well.
Speaker 2:Dwell Well Design Company. Dwell Well baby.
Speaker 1:Well, thank you so much. I appreciate you coming in. I love that we connected via. Calendly and the universe and the interwebs Right.
Speaker 3:Thank you.
Speaker 1:So another PSA for anyone out there who's listening. I do have a calendar up. I have time carved out. I want people starters, doers, dreamers, executors who need a nudge or, if you want some advice, anything, a pep talk, tough love. I'll tell you your baby's ugly. I will give you all the honest feedback. So find it on my bio in Instagram and you can just click on it, schedule a time and let's just kind of lock eyes and see what happens. I just I care and I want to meet you. So thank you for taking me up on it. This is why we're sitting here. This is how things happen. If you're still out there following your girl, follow me on YouTube, spotify, apple or wherever you get your podcasts and, until next time, go check out Dwell. Well, there's a free download, really, really comprehensive and good. I highly recommend you go there, check it out, check her out and if you have a lot of time to wait like you know, 2027, sign up with her because she's super busy, she's fucking good and keep moving baby.
