Business of Home Podcast - Episode: Accidentally John Darien

Host: Dennis Scully
Guest: John Darien
Release Date: December 23, 2024

Introduction

In this engaging episode of the Business of Home Podcast, host Dennis Scully sits down with John Darien, a multifaceted entrepreneur renowned for his unique Christmas ornaments, decoupage art, and successful collaborations with major retailers like Target. The conversation delves into John's unconventional business journey, creative processes, and the challenges of scaling a business without traditional infrastructure.

Early Life and Creative Beginnings

Growing Up in Watertown
John Darien shares insights into his upbringing as the youngest of six siblings in Watertown, Massachusetts. Unlike his brothers who followed into the family business, John carved his own path, nurtured by solitude and creativity.

[04:24] John Darien: "I found myself doing more sort of things by myself and being creative alone... my environments were important to me. I was forever building forts in all kinds of places."

Early Challenges and Discovering Creativity
John reflects on his tumultuous childhood, marked by limited access to spaces like the attic and basement until his teenage years. This isolation fostered a rich imagination, leading him to collect and create from a young age.

[05:19] John Darien: "I was just collecting things and I started making things and then it just turned into making more."

The Birth of a Business: Decoupage and Early Ventures

Introduction to Decoupage
John's foray into decoupage began in the early 1980s when he started experimenting with old botanical prints and maps to create unique, paper-covered objects. This hands-on creativity laid the foundation for his future business endeavors.

[11:07] John Darien: "Decoupage is paper images on surfaces, and what we do is under surfaces... it's like pottery, but actually glued on the reverse."

First Breakthrough with Barney's
In 1989, John's persistence paid off when he introduced his decoupage plates to Barney's. Despite initial pricing challenges, an unexpected surge in orders transformed his small operation into a thriving business almost overnight.

[13:10] John Darien: "Three days later the show ended and they sent me orders for like worth totaling like $30,000."

Scaling Up: From Cottage Industry to Multiple Stores

Expansion to New York
By 1992, John relocated to New York, operating out of his apartment initially. The growth was organic, leading him to acquire larger spaces and eventually establish storefronts that housed both retail and production areas.

[15:24] John Darien: "I put up a curtain. The front was retail, the back was where we made everything and shipped, etc."

Recognition and Diversification
A pivotal moment came when Vogue featured his store as one of the best Christmas shopping places, significantly shifting his customer base towards lifestyle stores and expanding his product range.

[16:00] John Darien: "It just changed the demographic of my client customer... offered to design more varied products."

Collaborations and Major Partnerships

Working with Target and Other Retail Giants
John's collaboration with Target marked a significant milestone, allowing his designs to reach a broader audience. This partnership involved creating exclusive lines that maintained his artistic integrity while catering to mass production needs.

[27:49] John Darien: "We had this contract for X amount of items... we ended up enlarging the collection and it sold really well."

Other Notable Collaborations
Beyond Target, John has partnered with brands like Cisco Home, Stubs and Wootton, and designer Skill to create diverse product lines, including furniture, wallpapers, and fabrics.

[18:20] John Darien: "I do have a line of wallpapers and fabrics... selling screens and making exits in stores..."

Operating Without Traditional Infrastructure

Managing Without a Point of Sale System
One of the most remarkable aspects of John's business is its operation without a traditional point of sale (POS) system. He relies on pen and paper to manage transactions, a method that has worked despite the company's substantial growth.

[22:33] John Darien: "I have all the inventories in all the three stores and the stuff that I sell online is all in my head... just a pen and a piece of paper."

Challenges Faced and the Need for Expansion
As the business expanded, the lack of technological infrastructure became increasingly challenging, especially in managing inventory and financials. John acknowledges the need for a Chief Operating Officer (COO) to bring structure to his sprawling operations.

[17:58] Dennis Scully: "This is a sprawling operation... we've got a lot of things going on and numerous collaborations."

The Evolution of the Christmas Ornament Business

Accidental Success as "Mr. Christmas"
Originally not part of his core offerings, John's Christmas ornaments became a significant revenue stream almost by accident. The unique and whimsical designs resonated with customers, leading to a specialized ornament store that operates parallel to his other retail spaces.

[30:32] John Darien: "It was just one of those things that just happened, and I went with it... now I have this big ornament business."

Product Diversity and Customer Engagement
John's ornament lines are diverse, featuring themes like bugs, sea life, mushrooms, and even specialized items like electrician screwdrivers. This variety allows customers to express personal stories and connections through their selections.

[43:44] John Darien: "We have a bug tree, a sea life tree, a classic tree, a mushroom tree... it's a way for people to connect to a thing that connects to a friend."

Literary Ventures: Books and Publications

Creating Artistic Books
John has ventured into publishing, creating beautifully designed hardcover books that blend his artistic imagery with functional elements like stickers. His books encourage creativity and personal connection with the artwork.

[39:05] John Darien: "My publisher, Artisan and Leo was like, said yes to everything I did... it's more of the images that I have in my archive."

Collaboration with Celebrities
Notably, actress Frances McDormand wrote the foreword for John's latest book, highlighting the resonance and appreciation of his work among prominent figures.

[40:36] John Darien: "Frances McDormand... she wrote the forward... it was a little bit of fate and destiny happening right here."

Overcoming Challenges and Future Aspirations

Navigating Financial and Operational Hurdles
John candidly discusses the financial strains and logistical challenges of running a large-scale business without modern systems. The COVID-19 pandemic further strained operations, leading to staffing changes and operational restructuring.

[25:17] John Darien: "These last 10 years have been a little tougher... Covid... starting from scratch again."

Seeking Business Leadership
Recognizing the need for structured leadership, John has been actively seeking a COO to help manage the growing complexities of his business. Despite initial setbacks, he remains optimistic about finding the right leadership to support his creative vision.

[34:12] John Darien: "She hooked me up with a headhunter... now everything's fine... but I never had anybody else around."

Plans for Expansion and Modernization
Looking ahead to 2025, John is focused on expanding his operations, including potentially opening new stores in different locations and implementing more robust business systems to handle inventory and sales more efficiently.

[33:35] Dennis Scully: "That's part of the big growth plan for 2025."

Reflections and Advice

Belief in Self and Passion-Driven Work
John emphasizes the importance of believing in oneself and staying true to one's passions. His advice revolves around reconnecting with childhood interests and allowing those innate passions to guide professional endeavors.

[49:44] John Darien: "Just do what you love to do and just believe in yourself... if you believe in it, then that's the reality of it."

Maintaining Creative Integrity
Despite the pressures of scaling and commercial collaborations, John remains committed to maintaining the beauty and uniqueness of his products, often prioritizing artistic integrity over commercial demands.

[38:27] John Darien: "It's always been about beauty and sharing and not really thinking like, if I do this, I'm going to make this."

Conclusion

The episode culminates with a heartfelt acknowledgment of John Darien's unique journey—blending creativity with entrepreneurship in an organic, albeit challenging, manner. Dennis Scully highlights John's role as "Mr. Christmas," underscoring his accidental yet impactful presence in the holiday decor market. John closes with a reflection on staying connected to one's inner child and the joy of sharing his creative passions with the world.

[52:31] Dennis Scully: "You make them feel that. So I'm thrilled to get to talk to you... Thanks again for listening and we'll be back with you on Thursday."

Notable Quotes

• John Darien [04:24]: "I found myself doing more sort of things by myself and being creative alone... my environments were important to me."

• John Darien [11:07]: "Decoupage is paper images on surfaces... it's like pottery, but actually glued on the reverse."

• John Darien [13:10]: "Three days later the show ended and they sent me orders for like worth totaling like $30,000."

• Dennis Scully [17:57]: "This is a sprawling operation... we've got a lot of things going on and numerous collaborations."

• John Darien [22:33]: "I have all the inventories in all the three stores and the stuff that I sell online is all in my head... just a pen and a piece of paper."

• John Darien [27:49]: "We had this contract for X amount of items... we ended up enlarging the collection and it sold really well."

• John Darien [43:44]: "We have a bug tree, a sea life tree, a classic tree, a mushroom tree... it's a way for people to connect to a thing that connects to a friend."

• John Darien [49:44]: "Just do what you love to do and just believe in yourself... if you believe in it, then that's the reality of it."

This episode offers a deep dive into the life and business of John Darien, showcasing how passion, creativity, and resilience can build a unique brand in the competitive home industry. Listeners gain valuable insights into organic business growth, the importance of maintaining artistic integrity, and the challenges of scaling without conventional systems.