Meet Casey Shroyer | Interior Designer

We had the good fortune of connecting with Casey Shroyer and we’ve shared our conversation below.

Hi Casey, how do you think about risk?

I like to think about risks as something that we may or may not take in the success of our future.

When I first thought about starting my business, I had been working at a company for 4 and a half years, and before then a year at another company. There felt a need for a change, a challenge even I could say.

I ultimately took a job at another company, although the risks seemed high: lower pay, longer hours, and a little more on the corporate side. I was used to working in more of a ma and pa kind of business.

Structure is important to any business model and I felt the need to challenge myself in something new. Little did I know it would lead into something I never imagined I could do, although it was always something I wanted to do.

The first day of the new job, I left feeling unmotivated and I had felt like I made the worst decision of my life. What did I do? I remember crying over this while eating scallop mac and cheese at a restaurant in town. I felt like the job wasn’t the right job. I realized you have to listen to your gut as it tells you more about the things that you should and shouldn’t be doing. It has to follow your path and align with your future goals.

The next day, I went into the new job and spoke with the manager about the position not being for me. I wanted them to focus their energy on someone who would be more of a permanent employee and someone who wanted to grow with their company. It wasn’t me. I left shortly after and headed home. I felt like things weren’t working out how I wanted them to work out. It was a bit frustrating.

I wanted to have my own business on the side while working a full-time job. Little did I know, when I left the job a day after my first day, it would be the start of my business. I had already had the business name registered along with all the requirements for a resale tax ID. However, I had no idea where it would lead me.

I remember when this was my only option of work at the time, I reached out to as many previous clients as I could. I tried to put myself out there as an independent designer.

I did not receive a single text or call for a month. I felt overwhelmed, sad and afraid. I felt as if I was lost. I no longer had a calling. However, I still tried my best to do what I could in this moment of uncertainty. I realized you have to believe in yourself even when you are given many reasons not to believe in yourself.

I remember that first call. It was from a previous client I had worked with for almost 5 years. She requested I search for a cabinet.

I used my previous vendor contacts to source product.

The business, as with any business, is about partnerships and relationships. That is key. The relationships I had built over the past years of working for two other companies is what helped me move in the direction I needed to in order to build my business.

This is when more and more clients starting coming around. I worked in my home for the first year of my business. I couldn’t believe I had been in business a year.

Rewind slightly to the beginning of 2019, I was able to secure a lease for a building to expand my business into retail. I had always wanted a retail store, but I had no idea how possible it was to make happen. It did happen.

Fast forward to the beginning of the pandemic in 2020, business stopped. I was terrified that I wouldn’t be able to afford my rent, and many other bills. People were no longer purchasing furnishings and design services. However, with this, although I was afraid of losing my business and my new venture into brick and mortar, I used the time to manage the build-out of my first store. I was able to open the doors by June of 2020 after almost a year and a half of waiting. There were many delays pre-pandemic and mid-pandemic. I had to work through all of these in order to push through to the next thing. I felt like there was always a hurdle to pass and it makes you want to give up. I think one of the biggest risks in this was investing money into a business you aren’t sure is going to work. Funny enough, the address to the first store is 2020 and I was able to open during a pandemic. It is a sense of accomplishment, although I was so afraid of what would happen instead of focusing on what could happen.

In early 2021, I had another gut feeling that a location was available in Jacksonville Beach. It was a location I had been eyeing for over a year. Many of my clients are in the area and it felt like the perfect opportunity. I had received a text message from a sales rep telling me that someone will be leasing that particular space. I was bummed. I felt like I made another mistake because business at the first store was still slow, although I was still offering design services and furniture for clients outside of the store.

However, I ended up calling a designer friend of mine to talk about how bummed I was about not getting the beach location. Her advice: call the landlord. I called him. He told me the space was tentatively available if I were to sign a lease. I did. I didn’t think about any of the risks at the time. I just knew it felt like the right thing to do.

Now, funny enough, the store I’m now in is the same building I worked at for 4 and a half years. It’s almost like I’m back home. It feels great. It was challenging. I still worry everyday about getting product as the pandemic has affected the interior design and furniture industry. I think we have to work through what we need to in times like these. Fear is a huge factor in doing what I am doing today. Without that, I wouldn’t be where I am today.

What I would tell someone is that risks are a big part of getting where we need to be, and where we want to be. What do you need to do in order to achieve your dreams? I think fear cultivates great things. Be open about all the things you fear and I think you’ll see that all the things you want are already yours, if you choose to go after them.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

I remember sitting at a restaurant in Jacksonville when I first started to envision the business. I simply wanted to name the business after me. My friend, Spencer, was with me at the time and he would tell me that my name for the business isn’t good enough. What is going to set me apart from my personal life? This is when he leant me a book on Jacksonville architecture.

I remember looking through the book and I came across Art Moderne architecture. I’ve always been inspired by Art Deco interiors and architecture, and I liked the word Moderne. To me, Moderne is more sinuous and feminine in lines, and that’s something I really take to heart. I think most people live in a very transitional way with classic lines and more traveled and unique items. I remember looking up the company name ‘Moderne’ in Florida and it had already been registered. I then found myself looking to my place of home. I live on Post St. This in turn was how my company, Post-Moderne, was named.

I describe my aesthetic as a California modern with a Parisian apartment twist. I like well-traveled interiors. There is a depth to this that I find very fascinating. I like to mix antiques and more contemporary pieces, along with filling spaces with different textures. It’s about layering that makes houses feel more like homes.

In getting to this point, it wasn’t easy. It was quite the challenge as I explained in the question about risks. I think the most difficult part of this venture has been believing more and more in myself. I think sometimes you have to do all the things you don’t want to do. It was challenging finding someone to paint the signage for my first store. It was an extreme challenge in working with the city to ensure my space was adequate for retail. It was even more challenging to do this during the height of the pandemic.

However, I think why I was able to do what I have is because I remained authentic to myself and my brand throughout the process. I explained to others my fears, my sadness, my anger and frustrations, as well as all of the happiest moments. I remember the day my signage was painted and I went inside the store to cry. I remember the day I also received my certificate of occupancy and I cried because it felt so fricking awesome after all of the challenges I faced. I think in doing what I challenged myself to do was the reason I was able to open the store at the beach.

Again, I think it’s important to trust in yourself and your vision. Authenticity and relationships are the most important parts of any business. I make this a priority in any business venture I put myself in. Ultimately, this is your biggest selling feature.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

If my best friend were visiting the area, there are so many pockets in Jacksonville to explore. Even to this day, even after being here for almost 9 years, there are many areas I have yet to explore.

I would take my best friend to the river where I once walked every night; we have a 2 mile long riverwalk that is so beautiful at night. It leads into downtown. Water is a big thing that is offered in Jacksonville. We are so close to the river, a stream and the ocean that it’s so easy to forget.

I would take them to some of the best parts of Jacksonville: Avondale and Riverside, particularly the 5 Points area. There are many shops and restaurants to explore. We are now getting more and more rooftop restaurants and bars that the views offered are so majestic.

I’m more and more about nature. I like being in nature. There’s so much greenery to offer.

There is the Baldwin Bike Trail that is a great place to bike. It’s a 15-mile long old train trail that is a quiet place to walk or bike. There is also the university that is a great place to walk and bike. It seems like Jacksonville is becoming a little more walkable, although we have a while to go.

I would then take them to some of my favorite shops. Antiquing is hit or miss in Jacksonville, however, there are still great places to go.

The nice part about Jacksonville, too, is it is so close to cities like Orlando, St. Augustine, Savannah and even Atlanta. I would explore some of these unique places in the south, particularly since many of my friends don’t live in Florida.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?

I want to credit my success to all of those who have supported me when I didn’t have the confidence to do this.

I would credit my dear friend Robyn Branch of Robyn Branch Design. I remember her first call to me after she found out that I had left my previous employer and started my own business. She is such a great resource and such a great friend.

I would also credit my dear friend Spencer Fletcher, who helped me push through the obstacles of all the new business ventures required. It was a huge struggle, but he was able to push me to gain the courage and confidence to get to where I am today.

I also would like to credit all of my vendors and suppliers who have supported me to begin my career. I was able to work together with them in order to establish accounts to offer product to my clients. It’s great to have an outlet of supportive individuals and companies who believe in your vision.

Website: postmodernedesign.com

Instagram: postmodernedesign