Doing Business: White Rose Interiors

EAST COUNTY — Lynda Nixon understands the stay-at-home mother’s frustration after multiple failed attempts at do-it-yourself projects.

Nixon, a Canadian who moved to Sarasota about a year ago, has been capitalizing on the do-it-yourself craze.

“A lot of people want to do (projects) themselves, but they just need a little help,” she said.

In April, Nixon opened White Rose, a shabby chic shop that sells furniture, paintings, paint and other home accessories. It’s her second location.

Since opening her Lakewood Ranch location, the store has been frequented predominantly with female clientele, many of whom seek her expertise on repurposing furniture and crafting decorations on their own.

As part of her offerings, Nixon consults with customers either on a conversational basis in the store or through charged visits or craft lessons at patrons’ homes.

A woman of more than 30 years’ experience in retail and interior decorating, Nixon decided to spread her reach into the community by offering courses at her new location. She held her first hands-on tutorial on painting furniture and home accessories May 17.

Amy Howard, an artist and furniture designer, led the class via live streaming on the Internet.

White Rose partners with Howard and sells a range of Howard’s One Step Paint Line hues. The custom chalky paint colors, which include Chinese Red and Metropolitan Gray, eliminate the sanding, priming and other preparations completed prior to painting, Nixon said.

Adjacent to the paint section sits the table that the public will utilize for classes monthly. More than 150 crafters expressed interest in attending the first session.  Nixon plans to send notification emails about upcoming events to customers who register in the store.

So far, no specifics on class offerings or dates have been released. However, Nixon hopes bringing the public into the store in an instructional setting will generate interest during the slow off-season months.

 She also will keep her display window stocked with pieces she changes out often. She showcases more popular items, tayloring her window displays based on comments she hears from her customers.

“You have to climb into the customers’ heads and give them what they want; it’s all about the customer,” she said.

Remembering her customers has helped Nixon establish a steady client base in her downtown Sarasota store — the first business she opened in the United States in October.

The philosophy is serving her well in  Lakewood Ranch, as well, Nixon said.

Nixon said she has wanted to expand her business into the Lakewood Ranch area since opening White Rose last year.

When the Lakewood Ranch Main Street location became available in March, Nixon couldn’t resist snatching it up.

She said she visited the East County plaza while she was in the area visiting her father on Siesta Key and because she had friends who operated stores on Main Street in the past.

Nixon said each store houses an opportunity for self-expression.

“I’m always looking for a creative outlet,” Nixon said. “My stores do that for me. And, sometimes, you just have to go for it and make a big decision; I went for it.”

ABOUT THE OWNER
Lynda Nixon has been in the retail and interior decorating industries for more than 30 years and has opened five other stores in Canada and the United States since the ‘80s.

Nixon, who opened her first White Rose location in October, plans to take some time off in July to drive to Georgia in search of antique pieces she will repaint and sell in her two stores.