Helping women realize a dream career, or even own her own dream business, without the usual necessary credential of a degree, is a worthy cause to celebrate during Women’s History Month.

For years, prior to 1984, Interior Designer Carol Bugg often spent time at social events talking with women who, once they learned her profession, would say something like: “I’ve always wanted to do that. How did you become an interior designer?”

When they heard that she earned a degree in interior design, then worked for a furniture store, then worked for others before finally starting her own business, the questioners were discouraged.

Carol Bugg Interior Designer

After her husband, Jim Bugg Sr, tried retirement after his latest successful franchising venture with Century Twenty-One Real Estate, Carol continually urged him to find a way to franchise interior decorating to make it possible for those with creative talent and desire to embark on their dream career without formal training.

Eventually, Jim saw a Woman’s Day magazine article about a fledgling shop-at-home drapery company called Decorating Den, based in Indianapolis. It was already a franchise company, but in need of more franchising expertise to grow the business. Carol also had a vision to expand its services into more full-service interior design, which was eventually reflected in the eventual expansion of the company name to Decorating Den Interiors.

After doing their due diligence, Carol and Jim invested in the company to learn even more first-hand. Eventually, they became sole owners and grew the franchise by providing numerous women, and a few men, the opportunity to become owners of their own dream business with the franchise system and their own developed educational programs providing the foundation, along with the individual talents and variety of experiences of those who joined.

At the time, there were two other women playing major roles in leading the company to its next level. Joanne North joined Decorating Den Interiors in 1977 when the company was less than ten years old and was instrumental in assisting the Bugg family evaluate the company and decide to become involved. She continued with the company until her retirement in 2018. “Joanne developed national and local marketing strategies, taught owners how to do business planning, and was a constant cheerleader for increasing sales. She helped hundreds of women achieve their dream of having their own interior design business,” said James S. Bugg, Jr., president and CEO.

Sue Pelley also was with Decorating Den in those formative years, having joined in 1974. She pioneered much of the training of new franchises, owned a franchise with North, planned and emceed annual conferences for franchisees, has been an interior design resource for TV programs and home shows, develops interior design seminars for franchisee marketing, and played a significant role over the years in helping new franchisees open their business. She currently serves as vice president for retail sales, providing support, ongoing training, and inspiration for franchisees.

A third women instrumental in this growth was Patti Coons, who joined the company as its first public relations director in 1989. Coons developed the company’s annual Dream Room Competition, in which room makeovers by DDI designers are judged by interior design journalists throughout the U.S. and Canada. It results in numerous design awards culminating with the company’s Designer of the Year Award. Dream Room is a powerful PR and marketing tool unique to Decorating Den Interiors, as evidenced by the six decorating books Carol Bugg authored featuring DDI designers’ Dream Room winners.

Business of Home magazine writer Fred Nicolaus described DDI has having a “Built-in Community that is particularly appealing to career changers.” His interviews with franchise owners revealed that in addition to the systems, “What counts more is the community. It’s a very supportive group of people.” He reported that “for many Decorating Den designers, the network is a big part of the appeal.” As one owner told him: “I often joke that the franchise fee was worth it just to get some 200 cheerleaders.”

“We are definitely a company that has had women in significant leadership roles helping other women realize the dream of having their own business doing what they love,” says Pelley. “We are most certainly women helping women. (Yes, and a few men.)