A Dialogue with Shelley Boyd
How Commitment to Quality and Relationships Created a Thriving Wholesale Furniture Business
Episode 121
In this episode, I sit down with Shelley Boyd, founder of Boyd Blue, to discuss her remarkable 26-year journey building a wholesale furniture and design business. From starting in 1999 to navigating through economic downturns and a pandemic, Shelley shares candid insights about supplier relationships, quality craftsmanship, and the importance of authenticity in business. Her story offers valuable lessons for anyone looking to build a sustainable business in the design industry.
Hope you enjoy the episode
Beth xx
In an industry where businesses come and go with changing trends, building a design company that thrives for over two decades is a remarkable achievement. Shelley Boyd, founder of Boyd Blue, has done exactly that—creating a wholesale furniture and design business that has stood the test of time since 1999.
What's the secret to her 26-year success story? In this insightful conversation from the Design Dialogues podcast, Shelley shares the principles and practices that have guided her business through economic downturns, changing market conditions, and even a global pandemic.
Her journey offers valuable lessons for designers, business owners, and anyone interested in building something that lasts in the ever-evolving design industry.
The Boyd Blue Beginning: Passion Meets Purpose
Like many successful businesses, Boyd Blue began with a genuine passion. "I've been in business for 26 years so I started Boyd Blue in 1999. I have a complete and utter passion for the industry. I've always loved textiles. I've always loved working with interior designers," Shelley explains.
This foundation of authentic enthusiasm has remained constant throughout her business journey, even as the company has evolved and grown. Shelley's love for quality craftsmanship and beautiful design has informed every business decision, from which suppliers to work with to which products to develop.
"I've always really prided myself on never compromising, just selling quality. I like to work with true crafts people," she emphasises. This commitment to quality over quantity has been a cornerstone of Boyd Blue's longevity and reputation in the industry.
Building Relationships That Last: The Human Side of Business
Perhaps the most striking aspect of Shelley's approach is her focus on relationships—with suppliers, clients, and team members. In an age of transactional business, she has cultivated connections that span decades and even generations.
"I have worked with factories and I've gone out of my way to build relationships with the father or the grandfather who started it, the kids, the young ones coming through. I know three or four generations of these families and we've worked with them for so long," Shelley shares.
This investment in relationships has created several competitive advantages:
Deep trust with suppliers, resulting in better products and terms
Insider knowledge of craftsmanship and production capabilities
Ability to develop custom pieces with confidence
Resilience during supply chain disruptions
"I don't jump into relationships like that lightly," Shelley notes. "I go and see them and I might just pop into their factory every time I go to one of those countries. I'm building relationships with those suppliers."
Sourcing Philosophy: Handcrafted Quality Over Mass Production
In a market increasingly dominated by mass production, Shelley has deliberately chosen a different path. Boyd Blue sources primarily from family-owned factories in Indonesia, the Philippines, and India—places where traditional craftsmanship is still valued and practiced.
"I've never really wanted to work with China because you know all of our competitors buy from there and I wanted to have a point of difference," she explains. This strategic decision has allowed Boyd Blue to offer products with distinctive character and quality that can't be easily replicated.
Shelley describes visiting one of their outdoor furniture suppliers in Indonesia: "They employ over 600 workers who are handweaving all of that product. And yes, the frames are all made out of powder coated aluminium but the type of weaving that they do has to be done by hand."
This commitment to handcrafted quality creates several benefits:
Products with unique character and soul
Sustainable manufacturing practices
Support for traditional craftsmanship
Pieces that stand the test of time
"Our product is sustainable. It has longevity. It's all timeless. I'm still selling designs that I was selling 20 years ago," Shelley notes with pride.
Navigating Business Challenges: Resilience Through Difficult Times
No 26-year business journey is without challenges, and Shelley is refreshingly candid about the difficult periods she's faced. From the Global Financial Crisis to the COVID-19 pandemic, Boyd Blue has weathered significant economic storms.
The pandemic was particularly challenging for a business with showrooms across Australia. "Our Melbourne showroom was closed for almost a year," Shelley recalls. "I was literally jumping because I couldn't fly. I was jumping in our van and driving all the way from the Gold Coast to Melbourne to check up on them."
These challenges tested her resilience and commitment to the business. "I actually did come very close to burnout to be honest," she admits. "I had four big showrooms. We just had a lot going on. I had a big team, I had two businesses."
Rather than pushing through to the breaking point, Shelley made a crucial decision: "My husband took me to Greece. We had long service leave and we went we went away for six months."
This sabbatical proved transformative. "I came back with an absolute renewed vigour and renewed passion. I just had to have a rest and a reset and really have a think about what was not enjoyable, what I was doing."
The lesson here is powerful: sometimes stepping away from your business is exactly what's needed to save it—and yourself.
The Family Business Dynamic: Working with Her Husband
One of the most relatable aspects of Shelley's story is her experience working with her husband in the business. Many entrepreneurs consider bringing family members into their business, but Shelley's candid insights reveal both the challenges and the importance of making tough decisions.
"I went to the Milan Fair eight or nine years ago and with my husband and and it was all sort of getting on top of me then and I I made a decision. I said to him, look can you give up what you're doing and come and help me," she shares.
They worked together for five years, but ultimately realized it wasn't the right arrangement for either of them or the business. "When we were in Greece, he said look, when we get home what's the first thing you want to change and I said, 'I just don't want to work with you any longer.'"
This difficult but honest conversation led to a better situation for both their business and their relationship. "He was actually really relieved as well because he was just there to support me but he was a square peg in a round hole."
The takeaway? Sometimes the hardest business decisions are the most necessary ones, and honesty—even when uncomfortable—is essential for long-term success.
Product Development: The Kate Nixon Collaboration
A highlight of Boyd Blue's recent evolution is their collaboration with designer Kate Nixon. This partnership illustrates Shelley's approach to product development—thoughtful, unhurried, and focused on quality rather than quick profits.
"I asked Kate out for lunch and just over lunch we realised we really had a lot of shared values and by the end of it we were great friends and planning a collaboration together," Shelley recalls.
What's notable is the timeline: "It's taken three and a half years. We only launched the collection in March this year." In an industry often driven by rapid product cycles, this deliberate pace allowed for true quality and thoughtful design.
The attention to material quality and craftsmanship exemplifies Boyd Blue's overall approach to product development—prioritising longevity and timelessness over trends.
Markup and Pricing: Transparency and Value
For interior designers, one of the most valuable aspects of Shelley's interview is her straightforward approach to markup and pricing. She addresses a topic many designers struggle with: how to handle trade pricing and markup with clients.
"Markup is not a dirty word," Shelley asserts. She advocates for transparency from the beginning of client relationships: "I always encourage designers to include a short statement in their proposals about the value of procurement and how markup contributes to a smoother, higher quality outcome."
This transparency builds trust while ensuring designers are fairly compensated for their expertise, relationships, and time managing the procurement process.
Lessons for Design Entrepreneurs: Building a Business That Lasts
Shelley Boyd's 26-year journey with Boyd Blue offers valuable insights for anyone in the design industry:
1. Quality Never Goes Out of Style
In a world of fast furniture and disposable design, commitment to quality creates lasting value. "Our product is sustainable. It has longevity. It's all timeless. I'm still selling designs that I was selling 20 years ago."
2. Relationships Are Your Greatest Asset
Invest time in building genuine connections with suppliers, clients, and team members. "Your people are your biggest asset 100% and there needs to be give and take."
3. Know When to Step Away
Sometimes the best thing for your business is to take a break. Shelley's six-month sabbatical in Greece gave her the perspective and renewed energy she needed to continue.
4. Be Willing to Make Difficult Decisions
Whether it's parting ways professionally with her husband or closing showrooms during challenging times, Shelley's willingness to make tough calls has been crucial to her longevity.
5. Stay True to Your Values
Throughout market changes and economic challenges, Shelley has maintained her commitment to quality, craftsmanship, and authentic relationships.
6. Take the Long View
From supplier relationships to product development, Shelley's approach emphasises long-term thinking over quick wins.
The Future of Boyd Blue: Building on a Strong Foundation
After 26 years, Shelley continues to look forward with enthusiasm. The Kate Nixon collaboration represents a new chapter for Boyd Blue, bringing fresh energy while maintaining the company's core values.
"I think we're going to do really well with it. The feedback from clients since I've been out there presenting it has been amazing," she shares.
This balance of innovation and tradition, of fresh ideas built on a foundation of experience and relationships, exemplifies what has made Boyd Blue successful for over two decades—and what will likely sustain it for many more years to come.
For designers, business owners, and design enthusiasts alike, Shelley Boyd's journey offers both inspiration and practical wisdom. In an industry often focused on the new and trendy, her story reminds us of the enduring value of quality, relationships, and authenticity.