This story appears in the December issue of Utah Business. Subscribe.
I grew up surrounded by entrepreneurs, and though my path wasn’t set in stone, it felt destined. The dream of doing my own thing was woven into the fabric of our family. My dad ran a family business started by his grandfather; he encouraged me to pursue my passions and set high expectations for me and my three brothers. My mom’s love for interior design also influenced me, as I often joined her on project visits.
Initially, I found joy in designing jewelry. After earning my degree at the University of Dayton, I studied at the Gemological Institute of America and was eager to carve my niche in the industry. The idea of having my own business was always at the forefront of my mind, and opening a jewelry store seemed like the perfect fit. I had an accessory shop and traveled to markets where designers showcased their designs and products. Those visits caused me to fall in love with furniture and the creative process of making a house a home.
My enthusiasm for working in the jewelry industry quickly began to wane. It felt more like a chore than a calling. I found my way to interiors — lighting, wall and floor coverings, furniture — and immediately recognized I had a true passion for it. I left jewelry behind and opened an interior design shop in Cincinnati.
While my lack of formal training made some skeptical, most welcomed my fresh perspective. The knowledge I gained from my jewelry studies, especially in color theory and space planning, helped me navigate this new venture with confidence. It felt like a lucky shift. Leaning on family, the shop opened quickly. My parents were instrumental throughout the process, and my sister-in-law offered her assistance, often traveling to markets with me.
Making a mark in Park City
Two years after the shop opened, I visited Park City, fell in love with the mountains and decided to stay. I opened a new interior design shop on Main Street. The area is still small, but it felt even smaller then. With many one-of-a-kind shops, succeeding meant finding my path and doing things differently from others. Being new in the community, I avoided stepping on anyone’s toes.
I fostered relationships, discovered more vendors and product lines to offer, and was able to expand. It was an altogether different experience from the one I’d had before, and I wasn’t always recognized as the boss. Being the younger face on Main Street, I often heard, “Where’s the owner?” To which I would proudly respond, “You’re talking to her!”
The more time I devoted to researching and finding my style, the better I felt about landing on one that differed from the rest. I was able to seize my originality and build on it. As luck would have it, gravitating toward the weird and unexpected was celebrated and magnified more often than it was frowned upon.
Over time, Root’d’s projects grew in scale and reach. We’ve worked across the Wasatch Front and Park City, with a focus on Tuhaye, Promontory and Victory Ranch. Our projects range from full residential builds and renovations to full developments and commercial projects. Beyond Utah, our portfolio includes designs in Montana, Ohio and Florida, and we’re currently working on a full-build in Southern California.
On courage and color
When I opened on Main Street, I shared 1,000 square feet with Flight Boutique. There was a much larger storefront across the street, and over time, I had the opportunity to take it over.
Moving to a more prominent spot was daunting. My dad always told me I needed to spend money to make money, even though it felt overwhelming. If I didn’t spend what I needed to when the time was right to do so, he advised, the business would never have a chance to grow. The leap of faith worked in my favor — if I hadn’t jumped when I had, I may never have.
It may not sound like it, but jumping in size from 1,000 to 4,000 square feet was a big deal. With a lot of anxiety, I committed to it, even painting the building my brand colors: chartreuse and brown. It wasn’t a popular color scheme, but it caught people’s eye. More often than not, they called it “a bold choice.”
Hearing that enough times caused me to question my own choices somewhat. “Have I made the right decision? Am I doing the right thing?” They were the same questions I had asked since the very beginning.
Explaining the reasoning behind my choices wasn’t always easy. My mom and I are different — she is very calculated and talented, and she couldn’t always understand my processes. Yet, when everything fell into place, she would often say, “Oh, I get it now. I didn’t have to understand it.” It made sense in the end. Making a business out of the chaos in my head wasn’t easy, but I did it.
Now, I get to design with a team that shares my ideals and works alongside me. In fact, people took to Root’d even better in Park City than they did in Cincinnati. My unconventional thinking was well received here and has helped grow the business to where it is today. Root’d thrived on Main Street for years, becoming a go-to spot for both locals and visitors.
As our design services expanded, it became clear that we needed a space better suited for our Design Center, where we could focus on larger projects and offer a more tailored client experience. At the end of 2023, we made the exciting move to New Park, trading our predominantly retail emphasis for a space dedicated to high-quality, custom interior design. This transition marks a new chapter for Root’d and allows us to serve our clients even more effectively.
The best of both worlds
Owning my own business has been my lifelong dream, and aside from becoming a mom, it’s the hardest thing I’ve ever done. I’ve gotten used to wearing 20 hats at once while trying to stay calm and collected. It’s challenging, but I wouldn’t change a thing.
At Root’d, interior design is only part of what we do. Sometimes we’re managers; other times, we’re even marriage counselors! I spend 60 percent of my time managing expectations, 20 percent designing, and the rest filling in the gaps. If you can’t compartmentalize, business ownership may not be for you because it’s rarely what you expect.
Handling the unpredictable comes with the territory. I once knew a businesswoman who seemed to effortlessly balance motherhood and work. She told me that being a business owner made her a better mom and vice versa. It took having kids to understand that. Some things will slip through the cracks, but you keep going.
After 17 years of business, I can say people know our company and brand. Each day, I’m proud of the small victories we accomplish, from delighting a client with a unique find in the retail showroom to solving design challenges. It’s these day-to-day moments that have built the foundation of Root’d. We’ve never followed trends for the sake of fitting in, and staying true to our unique style has been central to our success. Longevity in this industry is no small feat, and creating something that endures, something that clients can trust, is one of our proudest accomplishments.
If I hadn’t had the people I did behind me — whether it was family supporting me, members of my team or my current business partner, Bree Lindhardt — I don’t know if I would have made it. Bree has become a key reason many customers come to Root’d, and they are eager for her to design their homes. Early on, some said I needed to have my name and face tied to the business, but I didn’t like that — it felt inauthentic to who I was and the company I wanted to create. Bree deserves to shine in her own right, free from the shadow of someone else’s name. I hope to give everyone on our team the opportunity to be recognized for their talents, and this approach fosters a collaborative environment that helps our business thrive.
Trust your instincts
My biggest piece of advice? Don’t let fear take over. If you do, you’ll be stumped before you even start.
I’ve seen the benefits of pushing boundaries and taking risks through some of my favorite projects. Over the years, certain projects have truly stood out — not just for their beauty but for the valuable lessons they taught us. One example is “Playful in the Peaks,” a Deer Valley renovation where we transformed a space from drab to vibrant. While some design teams focus exclusively on full-builds, we love a good renovation! This project, which embraced bold colors and patterns, reminded us that no job is too big or small to make a meaningful impact.
Another memorable project was a new build in a growing area of Park City. Working alongside designer Stephanie Hunt of The Flairhunter, we brought the space to life by blending mountain and industrial styles with natural elements throughout. Highlights included a custom wood-burning metal fireplace and the seamless use of organic materials. An old boss once told me, “There’s always enough business to go around if you’re doing the right thing.” This philosophy has stayed with us, and we embrace collaboration — whether with builders, craftsmen or fellow designers — to elevate each project to its fullest potential.
Throughout my journey, I’ve embraced curiosity. I’ve called reps, friends and even strangers to ask questions I couldn’t answer myself. There are many things that only experience can teach you. People who aren’t led by fear will share anything you ask them. Keep asking questions until you run out of them. You’ll put your own spin on the answers, and it will work for you, too.
Leaving fear behind, asking questions and pursuing my unique mark in this industry has helped me build a strong, long-lasting reputation in the community. I’m proud to have created a service our customers love and recommend. Staying true to yourself and trusting your instincts pays off. Mistakes will happen, but if you see them as lessons, you can always course-correct. So far, it’s worked out for me.
