In today's Wantrepreneur to Entrepreneur Spotlight, we're thrilled to introduce you to Gemma Cullen, founder of Form and Function Co. What sets Gemma apart is her dedication to building meaningful relationships with her clients, treating each project with the utmost care and attention. Dive into our interview to learn how Gemma transformed her passion into a thriving business.
Hi, Gemma! Thanks for joining us today. Tell us about your business. Who do you serve, how do you serve them, and what's the impact that your business and work makes?
Form and Function Co. offers an extensive range of interior design services, catering to diverse needs and preferences. Whether you need a single-room furniture plan to refresh your space or a comprehensive renovation and new construction project to transform your entire home, we have you covered. Our dedicated team is committed to delivering exceptional results, no matter the size or scope of the project by also offering completely virtual design services on top of our in-person services.
We pride ourselves on building meaningful relationships with our clients, approaching each project with the highest level of care and attention. To us, our clients are like family, and we go above and beyond to ensure their satisfaction and comfort throughout the design process. From the initial consultation to the final reveal, our goal is to create spaces that not only meet but exceed our clients' expectations.
Our services are designed to provide peace of mind, ensuring that clients feel at ease and well-supported at every stage. We handle all the details, from concept development and material selection to project management and execution, allowing our clients to enjoy a seamless and stress-free experience. At Form and Function Co., we are passionate about transforming spaces and enriching lives through thoughtful and innovative design.
Tell us about the moment you finally felt like you went from wantrepreneur to entrepreneur.
The moment I transitioned from a "wantrepreneur" to an entrepreneur was when I decided to quit my retail job to pursue my business full-time, relying solely on myself for my income as a self-employed college student. I knew I was ready to be my own boss and just needed to take that final step towards pursuing my passion with the risk of losing everything.
Describe the moment or period in your life/career that motivated you to make the entrepreneurial leap.
The pivotal moment that motivated me to take the next step into entrepreneurship was when I felt overwhelmed by the positive response to my small business while juggling a full-time retail job. Recognizing the need for balance, I faced a crucial decision. Failure was not an option, so I committed to pursuing Form and Function Co. full-time.
Describe a tool, service, or software that has been a game-changer for your business. How does it contribute to your success?
The most valuable software in my design business is Revit, a BIM tool that enables me to create floor plans while simultaneously developing a 3D model of the space. This capability is crucial, as it allows me to present clients with 3D perspectives, helping them visualize the transformation from 2D to 3D before committing to a design. Additionally, I use Enscape with Revit to create walkthrough videos and apply textures of materials and finishes, providing my clients with the most realistic visuals throughout the design process.
We know that success is very often a non-linear path. Tell us about a failure, pivot point, or lesson that changed your course or direction and helped to get you where you are today.
Success is certainly not a linear path. One valuable lesson I learned with Form and Function Co. came when I was 20 years old. I opened a small retail location at a co-op to expand my brand reach and share my curated collections with the community. I soon realized how challenging it was to manage this while simultaneously working with clients and pursuing my four-year interior design degree. Eventually, I decided to close the retail location to fully focus on my clients instead of spreading myself too thin across various endeavors. A key takeaway I'd like to share is: "It is better to do one thing well than a handful of things at a lower success rate"
What unconventional strategy did you employ that significantly impacted your business?
One unconventional strategy that has significantly impacted my business is learning to say NO. As a new entrepreneur, it can feel necessary to say YES to every opportunity to share your services and passions. However, accepting every project can lead to working on ventures that don't align with your personal or business values, ultimately causing more harm than good and confusing your brand identity to prospective clientele.
What’s something you wish you knew sooner that you’d give as advice for aspiring or newer entrepreneurs?
I wish I had learned how to balance my work life as an entrepreneur with my social life sooner. Initially, I believed that I needed to devote 100% of my attention to my business for it to succeed. This approach quickly led to burnout and made the journey feel very lonely. It's important to use your friends and family as an outlet; they can refuel you and ultimately make you a better entrepreneur for your business through their support.
Want to dive deeper into Gemma's work? Here are some links:
- Visit Form and Function Co's Website formandfunctionco.com
- Follow Form and Function Co on Instagram @formandfunction_co
- Find Form and Function Co on Facebook
- Connect with Gemma on LinkedIn: Gemma Cullen Student, ASID
