How Home Furnishings Cheerleaders Overcame Obstacles, Found Purpose and Live a Life of Gratitude
Serena Martin, 24/7 Creative
For nearly 30 years, WithIt has offered support, community, and inspiration to women across the home and furnishings industries. One of the organization’s mottoes is “Build your network and friends before you know you need them,” and the women in this article have done just that. Hear from three longtime members and supporters–Serena Martin, Lori Ellis, and Caroline Hipple–about WithIt helped them overcome career obstacles, and design a life of purpose and gratitude.
“When I started working in the home and furnishings industry nearly two decades ago, I admit I felt like a lone wolf,” says Serena Martin, founder and owner of 24/7 Creative. “I wasn’t raised in the world of home furnishings. My father was a surveyor and my mom worked in banking as a VP at Wells Fargo. But despite not being from a home furnishings family, I feel I have found my purpose.” Starting out with a BA in Interior Design, she didn’t realize that formal education was only the beginning. “I didn’t know that my education wouldn’t quite prepare me for everything I would need to navigate the business world, or how diverse and multi-faceted the home furnishings industry would reveal itself to be.”
During one of Serena’s first jobs in marketing, for brand ZUO Modern, she “quickly found some of the things I needed to succeed, and all the reps I worked with seemed to naturally be so good at it. Like how to juggle work, travel, family, and how to build a community.” From Luis Ruesga, CEO and co-founder at ZUO, she learned that, “Our industry is mighty, but also small, and you will see everyone again and again. So it’s important to make friends, be kind, and introduce yourself to everyone you meet.”
Looking back on these insights, Serena comments, “I was very lucky that at one of my very first trips to Las Vegas Market, I was invited to an event at iconic designer Kelli Ellis’ house. There I met artist and product designer Jackie Von Tobel, who introduced me to WithIt. Little did I know how many of us were searching for their purpose, and that WithIt was where I would find my community. Being part of WithIt has helped me to learn professional development tools and networking skills, and has provided me with a priceless education in navigating the world of home furnishings, which helped shape me into the marketing/PR maven I am today.”
One of the biggest obstacles of Serena’s career happened in the spring of 2024, when she caught Covid-19 and ended up in the hospital with pulmonary embolisms in both lungs. “This setback left me very, very sick. I couldn’t work, attend markets, take care of myself, or even drive for 6 months. Through it all, my industry family helped me to not lose faith,” Serena shares. “WithIt lifted me up when I didn’t know what my future would look like. When I recovered, they honored me by asking me to join their board of directors, as Co-Vice President of Events.” Since joining WithIt, Serena has found a larger purpose, and built friendships with many of its members.
Lori Ellis of Pinnacle Search Partners, one of Serena’s industry friends and fellow WithIt members, comments, “I believe that true business growth comes from investing in people first. Every achievement I’ve led, whether building revenue, launching new markets, or transforming operations, has been the direct result of cultivating strong teams, empowering them with the right tools, and creating a culture where collaboration and accountability thrive.”
Another longtime WithIt member, Caroline Hipple, co-founder of management consulting firm HB2 Resources, remarks on her journey and overcoming challenges: “The Home Furnishings Industry is so seductive because of its exciting roller coaster of challenges and the opportunities! Knowledge, information, and great relationships help uncover paths through those challenges and roadmaps to realizing opportunities. Trite, I know, but after several decades of navigating the bucking bronco that is the furniture business, it appears to me that the number one key to success is creating and maintaining great relationships, up and down the chain and across channels…and with competitors and partners alike.”
Caroline, Serena and Lori have each found support and connection throughout our industry, and within friends they have fostered through WithIt. Caroline adds, “After almost 30 years in existence, WithIt has been a forum to knit together folks from diverse parts of the industry, diverse ages and experiences. It is remarkable to witness the magic and the alchemy of growth that can occur in the trusted and dynamic space that Withit provides. Within it wise and energetic folks, like Serena, find ways to connect and to be professionally nourished year after consistent year. My recipe to overcome obstacles and seize opportunities, you ask? Show up, listen and laugh. Sounds simple, but hard to do. But it really is that easy. Oh, and join WithIt too!”
Serena emphasizes that one of her secrets to overcoming obstacles is cheerleading for friends, especially when they have lost their jobs or are going through tough times. “I have found that being an advocate–as an interview coach, in building resumes, and offering my marketing and PR services–has been a huge help to industry peers who have experienced a job loss.” Sharing a bit of her own experiences, Serena explains, “Sometimes we can’t see the favor that a company offers you by letting you go, since at the time it can hurt so badly. I coach others on how to stay strong and be open to the possibility that life is a journey…and believe it or not, every job leads you to another job. The jobs I have had (and lost) have taught me the skills I now use to run my own business. I am grateful for every job, lesson, boss, and for every bit of perspective I was able to gain throughout my career.”
Serena says that running her own business, started courageously after a sudden job loss, is one of her wildest dreams come true. “This journey into entrepreneurship has helped me to design a life with purpose, as each client has become part of my own journey, and led to where I am today.” In the 6 years since starting her own business, 24/7 Creative Agency, Serena has helped hundreds of clients, from artists, authors, and designers to manufacturers, trade organizations and nonprofits. “I am honored to be able to help a wide range of clients. I am immensely grateful for the trust that companies place in me to help tell their stories, and grow their businesses. I am also incredibly happy that after six years, my very first client is still with me to this day! With great pride, I continue to help Award-winning Interior Designer Wendy Glaister reach new heights in her publicity and in the recognition of her design excellence!”