in downtown Madison
on business, brand, TV show
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.
by Don Ward
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
"I am very interested in design and the positive impact of living
in a space which is both beautiful and reflective of your style.
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
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
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
They also want to open their in-store displays to local artists, whereby
art pieces for sale can be used as part of the stores decorative
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 Fredes 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.
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