Trade Tales: Why Beth Dotolo and Carolina Gentry Get Real About the Design Process on Social Media
Business of Home | Host: Kaitlin Petersen | Release Date: April 23, 2025
Introduction
In the April 23, 2025 episode of Trade Tales, Kaitlin Petersen, Editor-in-Chief of Business of Home, engages with two accomplished interior designers, Beth Dotolo and Carolina Gentry. The episode delves into their journey of building and scaling their design firm, Pulp Studios, navigating the challenges of entrepreneurship, and leveraging social media to enhance their brand presence.
Origins and Early Careers
Carolina Gentry’s Background
Carolina shares her early fascination with interior design, inspired by her parents’ constant home renovations in Laredo, Texas. This upbringing fueled her passion, leading her to study interior design at Texas Christian University (TCU) in Fort Worth. Carolina embarked on a decade-long career in the hospitality sector with a renowned firm, gaining diverse project experience before seeking to broaden her design expertise.
Beth Dotolo’s Journey
Contrasting Carolina’s experience, Beth grew up in a bi-coastal upbringing due to her parents' divorce, spending half the year in Texas and half in Philadelphia. This nomadic childhood instilled in her the importance of creating a sense of home wherever she was. Starting in retail at 17, she excelled as a regional display specialist, honing her styling skills before pursuing a formal design degree. Her internship at Carolina’s firm marked the beginning of a strong professional and personal friendship.
Formation of Pulp Studios
In 2007, Carolina and Beth co-founded Pulp Studios, initially focusing on the residential market. Their complementary skills and shared aesthetic vision laid a solid foundation for their partnership. Beth recounts a pivotal moment during a problematic installation where they realized the potential of running their own firm, leading to the official formation of Pulp Studios.
Beth Dotolo ([05:06]): "We can do this ourselves. Like, what are we doing?"
Building Without a Wealthy Network
Starting without the backing of affluent families, Carolina and Beth employed guerrilla marketing strategies, embracing emerging platforms like Instagram and blogging to establish their presence. They faced initial challenges, such as clients with limited budgets, but persisted in showcasing what could be achieved with creative problem-solving.
Beth Dotolo ([06:55]): “We really never took investors or loans and have never been in debt.”
Transition to Full-Time Entrepreneurship
By 2011, Pulp Studios transitioned to full-time operation. Carolina moved to Seattle in 2012, expanding their market reach and introducing a dynamic, colorful design aesthetic that differentiated them in the Seattle market.
Carolina Gentry ([14:25]): "We have to like them. That's the best fit for our firm is when we like the clients."
Managing a Distributed Team
Operating across multiple cities, Pulp Studios developed robust systems and processes inspired by Carolina’s commercial sector experience. Utilizing digital tools like Studio Webware facilitated efficient remote collaboration, allowing them to maintain consistency and professionalism despite geographic dispersion.
Beth Dotolo ([13:27]): "We were locked in very early on, which has allowed us to grow our team in a way that made sense geographically."
Partnership Dynamics
Carolina and Beth emphasize brutal honesty and complementary strengths as the cornerstone of their partnership. Beth excels in marketing and acting as an activator, while Carolina possesses strong analytical and critical thinking skills. This balance ensures that they can effectively address both creative and business challenges.
Beth Dotolo ([16:32]): “She is very yes to everything.”
Carolina Gentry ([19:14]): “Let’s look at this, analyze it.”
Team Development and Company Culture
With a team of 12 designers spread across various locations, Pulp Studios fosters a culture of collaboration, continuous learning, and autonomy. They prioritize personality, work ethic, and problem-solving abilities when hiring, ensuring that each team member aligns with the firm’s aesthetic and values.
Beth Dotolo ([34:13]): “Personality is just so important. I nearly prioritize personality and common sense over critical thinking.”
Client Intake and Selection Process
Pulp Studios employs a rigorous intake process to ensure alignment with prospective clients. This includes informative videos, detailed online forms, and paid consultations, which serve as both a filtering mechanism and a sales tool to communicate their full-service approach.
Beth Dotolo ([43:35]): “We're selling a service so they have to like us.”
Marketing and Social Media Strategy
Early adopters of Instagram, Carolina and Beth have refined their social media presence to attract both designers and clients. Their strategic use of content showcasing dynamic designs and product collaborations has significantly contributed to their brand’s growth and industry recognition.
Beth Dotolo ([22:32]): “It was the result of really strategic marketing and really strategic social media.”
Project Budgeting and Client Relationships
Navigating project budgets requires transparent communication and flexibility. Pulp Studios bills clients by the hour, providing services estimates based on project scope and client decision-making capabilities. They emphasize the importance of understanding client needs to tailor budgets appropriately.
Beth Dotolo ([47:27]): “We bill by the hour and bill monthly, helping clients make better decisions each month.”
Future Growth and Vision
Looking ahead, Carolina and Beth aspire to expand into product development, including furniture and lighting lines, while continuing to grow their interior design services. Their vision includes becoming a household brand with a robust, flexible business structure that allows for sustained growth and innovation.
Beth Dotolo ([54:03]): “I'm excited to see where we're going to go.”
Lessons Learned and Conclusions
Reflecting on their journey, the duo underscores the importance of authenticity, team trust, and continuous adaptation. They advocate against the "fake it till you make it" mentality, instead promoting genuine representation of their brand and values.
Carolina Gentry ([58:55]): “What other people are doing isn't necessarily what you should be doing.”
Key Takeaways
- Authenticity and Honesty: Maintaining genuine relationships and straightforward communication fosters strong partnerships and client trust.
- Strategic Marketing: Leveraging social media and digital platforms is crucial for brand growth, especially for firms without pre-existing wealthy networks.
- Robust Systems: Implementing effective processes early on enables seamless operations across distributed teams.
- Team Culture: Prioritizing personality and collaborative spirit ensures a cohesive and motivated workforce.
- Adaptability: Navigating challenges with flexibility and problem-solving leads to sustained business growth.
Notable Quotes
- Beth Dotolo ([05:06]): "We can do this ourselves. Like, what are we doing?"
- Carolina Gentry ([14:25]): "We have to like them. That's the best fit for our firm is when we like the clients."
- Beth Dotolo ([16:32]): “She is very yes to everything.”
- Beth Dotolo ([43:35]): “We're selling a service so they have to like us.”
- Beth Dotolo ([47:27]): “We bill by the hour and bill monthly, helping clients make better decisions each month.”
- Beth Dotolo ([54:03]): “I'm excited to see where we're going to go.”
- Carolina Gentry ([58:55]): “What other people are doing isn't necessarily what you should be doing.”
Conclusion
The episode of Trade Tales offers an insightful exploration into the entrepreneurial journey of Beth Dotolo and Carolina Gentry. Their candid discussions reveal the intricacies of building a successful interior design firm, emphasizing the importance of authenticity, strategic marketing, and a strong, cohesive team. For aspiring designers and entrepreneurs, their story serves as both inspiration and a practical guide to navigating the complexities of the design industry.