Belle Sisters:
Hello everyone! Welcome to Belle’s Beyond Podcast by Belle Sisters. Today, I’m joined by Linia White, the owner and artist behind PaperLuxeStudios Linia creates fine art and interactive art pieces designed for mental health and therapeutic purposes. Welcome to the show, Linia.

Linia White:
Thank you. I really appreciate you having me. I’m honored.

Belle Sisters:
Thank you for joining us. To start, can you tell us a little more about yourself and your business?

Linia White:
Absolutely. I’m originally from Cincinnati, Ohio. Professionally, my degree is in Advertising Graphic Design. I graduated from the Columbus College of Art and Design back in 2004.

After graduating, I worked in my industry in corporate America for several years in Columbus, Ohio, and later here in Atlanta. Eventually, I stepped away from my 9-to-5 corporate job to explore entrepreneurship, and my first venture was actually in the furniture business.

The furniture business was good for a number of years, but in the last few years it started to taper off. That shift required me to pivot and lean back on my degree and my artistic training. That pivot is what ultimately birthed PaperLuxe Studios.

I began leaning into my artistic talents and started with artwork and an adult coloring book journal. I began attending vending opportunities around Atlanta, and that was really the beginning of the vision for PaperLuxe Studios.

Interestingly, I developed my first coloring book during COVID. My wife actually asked me to create a coloring book for her while we were stuck indoors, and that request sparked the idea for the product. That’s really how we got here.

Belle Sisters:
That’s fascinating. You mentioned that you first got into the furniture business, and I’m really intrigued by that. Can you tell us a little more about that phase of your life? Why furniture?

Linia White:
Years ago, we had the idea of finding items on the free section of Craigslist, this was when Craigslist was extremely popular, and then reselling them.

Eventually, that turned into a full hunt for furniture. One day we found a sectional sofa at Goodwill. I bought it for $70. We listed it on Craigslist and sold it for $375 in less than 24 hours.

That experience really piqued my interest in the furniture business. At first we were sourcing items from thrift stores and Goodwill. Later, we started buying and selling directly through Craigslist, finding pieces we could purchase cheaply and sell for a profit.

Through that process, I met a man who was a subcontractor for Macy’s. After working with him for a while, he actually passed his contract with Macy’s to me. I became a liaison for Macy’s, receiving their customer returns and floor models.

That was about 12 years ago, and I stayed in that business for quite some time. It was a good business, but the model wasn’t scalable for me because I only had access to the furniture they were willing to provide. Eventually the market shifted and Macy’s began experiencing challenges, which affected my business as well.

Looking back, I really believe the Creator of the universe allowed that shift to push me back toward my creative talents and my formal education.

Belle Sisters:
That’s quite a journey. Buying a sofa for $70 and selling it for $375 within 24 hours is an incredible markup. From there, things progressed to the point where you became a liaison for Macy’s.

It really shows how entrepreneurship can evolve the deeper you go. Opportunities appear as you continue moving forward. We’ve actually never had someone discuss the furniture business on this show before, so that was really interesting.

Now, shifting from furniture back to your creative side, how did that pivot feel? Was it difficult after being in the furniture business for so many years?

Linia White:
It was definitely a little scary. The pivot actually came out of desperation because the furniture business had started to struggle.

At one point, I had a 9,000-square-foot warehouse with huge overhead costs, and the business simply wasn’t bringing in what I needed to sustain everything. So it was a very difficult period.

I had to come up with something quickly. I have a wife to support, and she was looking at me like, “What are we going to do?” So yes, it was scary.

At the same time, it also felt natural. Even though I had been in the furniture business for years, I had always relied on my advertising and graphic design skills to market and brand my businesses.

When I switched fully into fine art, it felt comfortable. It comes very naturally to me. Once I put my work out into the market, the reaction from people really validated the decision. The response was overwhelmingly positive, which made the transition feel worthwhile.

Belle Sisters:
That’s wonderful. Now that you’ve pivoted back into the creative space, what challenges have you faced in this new phase of your business?

Linia White:
This business has the potential to scale infinitely, which is exciting. The furniture business I was in before was more of a hustle in the beginning, even though I later structured it more like a traditional business.

However, I never had formal business training. Now that I can see how far this creative business could go, the challenge is finding mentorship and education, making sure I’m making the right decisions from a business perspective.

So for me, the biggest challenges right now are structure and resources.

Belle Sisters:
That makes a lot of sense. Looking back at your overall entrepreneurial journey, from furniture to art, what was the hardest part that no one prepared you for?

Linia White:
For the furniture business, the hardest part was logistics and working with people. I didn’t have a formal team of employees, but I constantly needed movers and laborers for deliveries.

Furniture is physically demanding work, so finding reliable people to help with that labor was challenging. Staffing was definitely one of the biggest hurdles. Customer service was another challenge. Furniture purchases are often significant investments, so making sure customers were satisfied, maintaining positive reviews, and handling expectations was very important.

With my current business, the challenge is different. I have so many creative ideas and product concepts. The biggest challenge now is focusing those ideas and developing a consistent marketing strategy, especially with an e-commerce site where marketing is everything.

Belle Sisters:
That’s a very real challenge. Many businesses struggle with sales and marketing because people often start businesses to solve a problem or help others, but then they realize they also have to figure out how to reach the world and communicate their value.

So if a young woman came to you asking for advice about handling contractors, employees, and customer relationships, what would you tell her?

Linia White:
First and foremost, get everything in writing. When you’re dealing with subcontractors or anyone working with you, make sure expectations are clearly documented.

Put everything in writing, what you expect from them and what they should expect from you. That way, if there’s ever a disagreement, you can refer back to the agreement.

Contracts are important, especially when money or materials are involved. Thankfully, in today’s world, tools like AI can help you draft agreements quickly.

As for customer service, communication is key. Be very clear about what you provide, the quality of your service, and what customers can expect. Don’t exaggerate or overpromise.

Also, be personable. Work on your communication skills, listen to feedback, and make customers feel heard. People want to know that you’re genuinely committed to their satisfaction.

Belle Sisters:
I really love that advice. Having everything in writing is so important because otherwise it becomes a “he said, she said” situation.

I also appreciate your point about being personable. One thing my coach always told me when I started my business is that people do business with those they know, like, and trust.

If people know you but don’t like you, or your communication skills aren’t strong, that can really hurt your business.

Linia White:
Absolutely. People don’t have to spend money with you. When someone chooses to spend money on your product or service, that’s an honor. As business owners, we’re also consumers ourselves. We know what it feels like to spend $50, $100, or in the case of furniture, sometimes $1,500 or $2,000.

Customers want to feel appreciated. And since there are many businesses offering similar services, how you treat people matters. Being personable and clear goes a long way, especially when it comes to referrals.

If someone has a great experience, they’ll refer you. If they have a bad experience, they won’t.

Belle Sisters:
That’s so true. Word-of-mouth referrals are incredibly powerful, especially for small businesses.

Now shifting gears slightly, was there ever a moment in your entrepreneurial journey when you questioned whether entrepreneurship was truly for you?

Linia White:
Yes. The biggest moment of doubt was when I left my corporate job in 2015.

I had been a production manager for a greeting card company for about seven or eight years and later worked as a contractor with Cox for two years. Leaving that stability was the most difficult decision. My wife was actually the one encouraging me. She kept saying, “We can do this. You can do this.” At that time, I was already selling furniture on the side, and she believed I didn’t need the job anymore.

Having someone in your corner like that makes a huge difference. Without her support, I probably wouldn’t have taken that leap.

Belle Sisters:
That’s beautiful. So her encouragement really helped you take that step.

Linia White:
One hundred percent. Having someone who believed in me that strongly made it possible.

Belle Sisters:
For someone listening who is thinking about quitting their job to pursue their business but isn’t sure, what advice would you give them?

Linia White:
Don’t quit your job unless you have a proven track record of making money with your business.

Before I left my job, I was already earning enough from furniture sales to cover my basic expenses, rent, food, bills. I didn’t just jump blindly. Your job can actually be your first business partner. It provides the income that allows you to invest in your business until the business can sustain itself.

Once your business consistently generates enough income, then you can consider transitioning fully.

Belle Sisters:
That’s very practical advice.

Linia White:
Also, if possible, build a savings cushion. In hindsight, I wish I had saved a few months’ worth of expenses before leaving my job. If you can save two to three months of expenses, or more, that gives you a safety net. But don’t be afraid. If you’re putting in the work and pursuing your goals consistently, opportunities will come.

Belle Sisters:
That’s very encouraging. As we wrap up this episode, what would you like our listeners to take away from this conversation?

Linia White:
First, I’d love for people to check out my work. You can find my products at PaperLuxeStudios.com, that’s spelled P-A-P-E-R-L-U-X-E Studios. I’ve recently released some new art collections, and they’re available on the website. I’m also now offering branding services for small business owners who need help with their brand identity.

Beyond that, I really want people to focus more on their mental health. Many of my product, like coloring books, puzzles, and art journals, are designed for art therapy and relaxation. We spend so much time on phones, screens, and tablets. Art offers a more meditative and therapeutic experience.

I create artwork specifically designed to celebrate people of color and encourage mindfulness through creative activities. So I hope people explore the site, enjoy the art, and experience the therapeutic side of creativity.

Belle Sisters:
Thank you so much, Linia. And to everyone listening, be sure to visit Linia’s website and support her work.

Also, if you’ve been craving genuine sisterhood and conversations like this where you can grow while building your business, you can learn more about our community at Belle Sisters.

To our incredible guest who shared her journey from furniture entrepreneurship to therapeutic art, thank you again, Linia.

Linia White:
Thank you so much for having me. I’d also love to learn more about your business as well.

Belle Sisters:
Absolutely. And to our listeners, we’ll see you in the next episode. bye.

Linia White:
Bye.