The prolonged recession in the U.S. has significantly changed the behavior of the consumer. Because almost everybody is cutting back, manufacturers, designers and advertisers must find new methods to trim costs and identify new business opportunities.

To better understand how the consumer industry related to home furnishings and design is adapting to this change, I interviewed 85 Broads member Sandra Oster, a well known interior designer with a roster of elite clients world-wide ( [sandraoster.com] ). View Ms. Oster’s 85 Broads profile at [secure.85broads.com].

Ms. Oster started seeing a downward trend in her business as a result of the recession. Nonetheless, she was more determined than even to create a new design venue to turn her business around. She analyzed the consumer market, identified new opportunities and spun off a completely new niche in her industry. Her brainchild, ‘Decorator Tag Sale’ ( [decoratortagsale.com] ), brings together buyers and sellers from all across the world to view home furnishings exclusively selected by famous designers. This website offers consumers the opportunity to purchase high-end designer inventory at discounted prices.

When asked how she started her business and what kept her motivated, Ms. Oster responded, “It was not easy to stay focused on my goal. However with perseverance, the ability to think outside the box, support from friends and family as well as an unwavering belief in my idea, I was able to stay confident.”

She told me how she identified the “Decorator Tag Sale” concept. “I realized that my warehouse storage facility which was filled with unwanted returned customer products, precious accessories from international and local shopping trips as well as custom furniture, fabric and wallpaper was continuing to expand. As the inventory expanded, the amount of money “invested” with this merchandise was also growing. Whenever I would look at my ‘black-hole’ as I affectionately named the space, I would wonder if I was the only designer who had leftover merchandise that they would want to sell! So I decided to call some other local designers and speak to them about their experience with valuable collectibles and furnishings that they were also stockpiling. That is when I came to realize that many, many others were in my situation and we were all struggling to carry all of the added costs involved with warehousing! Decorator Tag Sale was born!”

She continued, “The conversation with other designers motivated me to start a new niche in my business that would target a different set of consumers, ones who are interested in buying already vetted designer inventory at discounted prices. I created a business proposal and signed up a core team of designers who would enthusiastically support my vision.”

Ms. Oster’s experience is a great lesson for me and others starting their careers. We must identify a skill, product or consumer demographic that we have not explored and work toward finding opportunities. This does not mean that we need to start a completely new business or learn a new skill, but it is important to move out of our comfort zone to achieve the next big thing. Risk is an important element in success and we should not be afraid to step over the line of security to explore all of the possibilities. The famous quote “making the most of what you have and what you know” fits perfectly into this scenario.

Today Ms. Oster’s ‘Decorator Tag Sale’ is a flourishing internet e-commerce business with goals reaching a national as well as an international market. Her priority continues to be reaching as many consumers and designers as possible with her new website and involves as much social media and public relations as possible! On a parting note Sandra mentioned, “Everyone needs to constantly challenge themselves to grow in these tough times. Any business today can be improved by mentally stepping outside of the formal boundaries and trying to examine the structure and the initial message of your business. Miracles happen when you do that.”