Shelia Butler, Jola

Coaching Rather Than Advising

Shelia Butler has built her career in the home and furnishings industry by doing the work from the ground up. She has cofounded, grown, and successfully sold multiple companies, gaining firsthand experience in what it takes to build sustainable businesses in a complex and evolving industry. Along the way, she has also consulted with established brands, helping them strengthen operations, scale effectively, and simplify the way they work.

Today, Shelia serves as Chief Operating Officer at Jola Interactive, where she brings that deep operational and entrepreneurial experience to a digital agency specializing in ecommerce technology and AI driven visualization for the home and furnishings industry.

We recently sat down with Shelia to talk about her passion for the industry, the lessons she has learned as a leader, and why WithIt is important to her. Keep reading for the full interview.

Q&A

What led you to Jola?

Jola built the first website for my first company, so I have known the team for many years. Throughout my career, I have cofounded, grown, and sold multiple companies, while also consulting with brands across the home and furnishings industry.

A few years ago, Michael reached out because he was ready to transform his business and scale it to the next level. Like many founders, he understood what growth required, but needed the right support to move from intention to execution. The opportunity to help drive that kind of change is what ultimately led me to Jola.

What is Jola?

Jola is a digital agency that specializes in ecommerce technology and AI driven visualization for the home and furnishings industry. We work with brands that have complex products and complex buying journeys, helping them make those products easy to understand, visualize, and purchase online.

We build ecommerce platforms that support visualization, configuration, quoting, and purchasing, and we pair that technology with digital marketing to drive growth. Our focus is on helping brands simplify the experience and sell more effectively.

What’s a typical day look like for you? 

We have a global team with offices in Canada and across Europe. My day is focused on keeping teams aligned, communication flowing, and making sure we are delivering consistently for our clients. A big part of my role is removing roadblocks so the business and the people within it can move forward effectively. 

What is it about the home and furnishings industry that’s kept you so passionate over the years? 

It has always come back to the people for me. I entered the home and furnishings industry from a different background, coming out of the medical field, and met my first business partner while working on my MBA at Baylor University. I stepped into the operational side of the business and quickly found my place within the industry.

The products are creative and constantly evolving, but what truly sets this industry apart is the culture. There is a strong sense of collaboration and support that you do not always find elsewhere. Through my work in thought leadership and speaking, especially with a focus on women in the industry, I continue to be encouraged by how open, connected, and positive this community is. That combination of creativity and people is what has kept me engaged over the years.

What’s the biggest lesson you’ve learned over the years in the industry? 

This really is not industry specific, but the home and furnishings industry is where I have honed my leadership skills. The biggest lesson I have learned is that the first answer is rarely the right one. It is easy to react to what is in front of you and assume you have the solution, but most of the time there is more going on beneath the surface.

That is why I try to lead by seeking first to understand. Whether it is a team issue, a client challenge, or something happening in the broader market, taking the time to ask questions and listen usually reveals the real problem and leads to better decisions.

What makes you passionate about your work at Jola? 

I am passionate about my work at Jola because of the people. Our clients are incredible, and the teams we work with every day make the work meaningful. Working in the home and furnishings industry through a technology lens allows me to bring a different perspective to how products are sold and experienced.

I love taking beautiful products and thoughtful design and using technology to make them easier to sell and easier to buy, whether that is for manufacturers or the end consumer. I have always been an early adopter when it comes to technology, and my background helps me spot inefficiencies and simplify them. Being able to do that for our clients is energizing, but at the end of the day, it is still the people that keep me here.

How did you first learn about WithIt?

I have had many mentors throughout my career, but Caroline Hipple has been a particularly important one for me. She is also the person who introduced me to WithIt. As I learned more about the organization, it immediately resonated with me because supporting women in business is something I care deeply about.

I was later asked to speak at a WithIt conference before I had even attended one. I was the last speaker on the last day, and when I looked out and saw a room full of women, it was incredibly inspiring. I knew then that I wanted to be involved. WithIt aligns naturally with who I am and how I show up, and it truly feels like women helping women in a supportive, safe environment.

Why do you think an organization like WithIt is still important today? 

The home furnishings industry has a long history shaped largely by men, and that foundation matters. At the same time, women have always been part of the industry, even if their contributions were not always visible.Organizations like WithIt help change that. They create space for women to see themselves as leaders, build confidence, and support one another. The progress we are seeing today happens because women have community, visibility, and encouragement to step forward and lead.

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