With the Woman Wednesday series, CatMax Photography introduces you to exceptional female entrepreneurs who have gone through the CatMax Personal Branding Experience.
Today, we invite you to meet Liz Bennett, owner and lead creative of Studio Ten12, a firm specializing in interior design and home staging. Formerly a member of the corporate world, Liz took the plunge into entrepreneurship more than two decades ago and, alongside her business partner, Jenny Miller, has carved out a niche in occupied home staging. Here, she shares how she got into the industry, evolved from simply fulfilling orders to leading projects with confidence, and why she views professional branding as the ultimate staging tool for her own business.
How did you get into interior design and home staging?
Liz Bennett, owner and lead creative of Studio Ten12 home staging and interior design
I was working a corporate job when my kids were little but was also reading every design magazine and painting every square inch of my house at the same time. I have always had a passion for art and painting, and decided to take a leap and find a way to pursue my passion! Going to pursue another degree was not an option, so I found organizations that offer certifications in staging, re-design, and color theory, and I haven’t looked back!
You’ve been in business since 2006. What’s your secret to staying relevant for nearly 20 years?
I think it is very important to be flexible in this business. There are so many beautiful design styles in this world and so many places that provide inspiration. It is very important to listen to your clients, be well educated on new products and trends, and to follow your gut.
How has your business evolved most since you first started Studio Ten12?
I chased business for a long time. I thought I had to say yes to whatever my clients asked. After a few years, I realized that I was just fulfilling orders, so I set out to bring more value and expertise to my projects. Once I took more control and pushed clients to see new options, I felt more creative, and my projects reflected this confidence.
Why did you choose to specialize in occupied staging when so many others avoid it?
I love occupied staging because it is a practical solution, it is challenging, and every job is different, and I can help ease the stress most homeowners face when selling a home. Not every seller can move out of their home while it is on the market, and occupied staging really helps start the moving process for sellers. I teach them to see their property as the buyers will see it, and this helps them move forward and feel less sentimental about the home. It is a very emotional time for most sellers, and it feels good to help them through the process and to increase the amount of money they will receive from the sale.
How would you describe your brand in three words?
Approachable, Curated, and Organic
What’s one of your must-have tools for a staging day?
I have a staging kit that is stocked for every job, but the most important item in the kit by far is our furniture sliders!
Jenny Miller and Liz Bennett are the creative team behind Studio Ten12.
Your aim is to help clients find balance. How do you find that same balance as a business owner?
Balancing style and life is a goal every day. Just as I strive to make my clients’ spaces function efficiently while remaining beautiful and intentional, I work to make my business organized with consistent processes while keeping things new and fresh. I love the workdays where we carve out time to explore a new neighborhood, a new local boutique, or a new art exhibit, allowing us to feel refreshed and inspired.
What’s your favorite way to celebrate a project wrap?
Jenny and I love to debrief over Mexican food and a margarita!
What made you decide that now was the right time to invest in professional personal branding?
My company is expanding, and although I am confident in the work I do, I need a professional to help me see my company through a buyer’s lens and to create a polished package that will allow my clients to quickly picture themselves working with me. I feel like personal branding will help my business in the same way I work to stage and design my clients’ homes.
Liz Bennett, owner and lead creative of Studio Ten12 home staging and interior design
How do you hope these new images change the way a potential client feels when they first meet you online?
These new images feel professional. The lighting is so much better than my previous photos, and the composition is perfect. I believe clients will now see the true potential of what my services can provide, and they will feel confident in my work and be willing to reach out!
What are your favorite photos from the shoot and why?
I loved all of the photos, but especially the personal photos of Jenny and me in the office. We never take photos of ourselves, and these photos really helped me see how I want to appear to my clients: friendly and approachable.
What’s one piece of advice you’d give to a woman starting a creative business today?
I would tell her that she does not have to do it all herself. She needs to decide what she does well and which pieces of running a business she really enjoys, and find a way to hand off the tasks that bog her down. It is scary to let go of the reins, but you will be more productive and happier with some help. I am amazed at the number of communities and experts available once you take the time to ask for help!
See more of Liz and Studio Ten12’s work at studioten12.org. To learn more about the CatMax Photography Personal Branding Experience, click here.