ArtfulLiving Inc. thriving
in downtown Madison

Owner Frede focused
on business, brand, TV show

By Don Ward

MADISON, Ind. (May 2007) – Susan Frede started ArtfulLiving, Inc., an interior design business in Madison, Ind., in May 2005 and in just two short years guided its growth into a wildly successful enterprise, employing 15 people. Designers work with commercial and residential clients throughout the Kentuckiana region.

Artful Living Staff

Photo by Don Ward

The core design team of The Artful Living
includes (from left) Jean Deaton,
Josh Nidwick, retail manager
Chaundra Riley, architectural consultant
Brian Martin, owner Susan Frede and
designer Dena Williams.

One of those designers was Barry Wooley. With the title of Chief Creative Officer, he appeared in newspaper ads and as host of a locally produced cable TV show that aired on Louisville area networks. But in recent months, certain events made it necessary for Frede to dissolve the arrangement between ArtfulLiving and Barry Wooley.
“Now he's no longer with us and ArtfulLiving is thriving with many talented designers who have been working with our clients all along."
Frede, who holds several graduate degrees from the University of Cincinnati – one in genetics, another in secondary education and a third in business – ventured into business in downtown Madison by opening ArtfulLiving, Inc.
"I am very interested in design and the positive impact of living in a space which is both beautiful and reflective of your style.” she said.
In 2004, she bought three connecting buildings on Madison's Main Street from Fred Koehler and opened ArtfulLiving on May 17, 2005. The business includes design consultation and construction as well as an upscale retail store. Since then, dozens of clients have tapped into the services offered.
The ArtfulLiving designers have worked on many local projects, including a Victorian Christmas display at the Lanier Mansion last December, They recently renovated the exterior of Madison's City Hall. They are now renovating the facade of Joeyg's Restaurant and Nightclub.
Frede says her business has a renewed sense of mission as it moves forward. Her primary management team includes lead designer Dena Williams, retail store manager Chandra Riley, and architectural/construction director Brian Martin.
Josh Niedwick has been recently hired as the TV production director to create new shows that will be produced and co-marketed by a Nashville, Tenn,-based production company. Frede is working out the details of a contract to air the shows in Cincinnati, Indianapolis, and Louisville as well. The first show is scheduled to air in September and feature a new on-air hostess hired in Nashville.
In addition to TV shows, the team sees other changes on the horizon.
"We want to make our retail store more of a resource center for people to come in and get hands-on advice," said Williams, a 20-year veteran designer who joined the team last August. "Up until now, we have operated on an appointment-only basis."
Riley said the store will introduce several new lines and products, including home furnishings, accessories, furniture, and flooring. "We want people to know that we are a full-service commercial and residential design company."
They also want to open their in-store displays to local artists, whereby art pieces for sale can be used as part of the store’s decorative displays.
Martin says ArtfulLiving is stronger now than ever. "We have stronger direction and we're much better focused on planning, project management, and drawing on the strengths of all team members."
Frede said she wants to promote her business and TV show in hopes that the latter will eventually be picked up by a national cable company. Although there are currently TV shows about home improvement, there are no shows that promote design quite like the show Frede’s team has in mind.
"My goal is to provide exceptional client service and help people create beautiful spaces which will enhance their lives on many levels. Ultimately, by doing this, we hope to promote the brand and to take our company and the TV show to the next level. We want to highlight designers throughout the region – not just ours, but those who believe in our design approach.
“It's about loving where you live."

• For more information, visit: www.artfulliving.net.

Back to May 2007 Articles.



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