When they couldn’t find the right commercial space, an old home became their new home. 
Beth duPont and Claire Miner joined forces to create a new experience for shoppers in their community. Prior to this venture, Beth had a retail shop with gifts and home accessories and Claire had been in the home design field. The two have known each other forever, raising their children together. “We loved the idea of a salon for shopping and talking about home decor and lifestyle.”
When they walked into the 1920s farm house on the Post Road, “It just felt so right.” The two women set up shop on the first floor and then were in need of a name. They settled upon Denemede, the name of Claire’s family’s home and an old English word for an estate on rolling hills with trees. The name seemed to reflect their combined styles perfectly. Vignettes of furnishings that Denemede offers are put together in the rooms of the house complete with lighting and art. “When people walk in, they say it feels so warm and inviting like a real home, and it is.”
But rather than be strictly retail, the home decor salon has a design room complete with fabrics curated by the two women and design boards for posting inspirations. Clients can make appointments or stop by “when the flag is flying” in front of the store. “This allows us more flexibility to be in the field with clients or searching for treasures.”
Art is a big part of what Dememede is offering and on the second floor an art consultant has set up a studio of sorts showcasing various artists. Beth and Claire came up with a novel idea for the additional rooms upstairs. “We are offering trunk shows of select vendors on a regular basis. We do a “sip and nibble” evening gathering for local women on Wednesdays and then shoppers can return over the next few days.” This idea goes hand in hand with the salon idea where women get together and talk about home decor, fashion, and art. Each “sip and nibble” night will have vendors offering products that include fashion, jewelry, art and home design. A local restaurant is providing the food, “We really like to support local vendors.”
Ecommerce is a big part of what Dememede is offering as well. “We have several upholstered pieces and other things in the online shop and we plan to expand these offerings over time.” Beth and Claire have clients in the New York City and Fairfield county area and even in Florida. “We like to mix old with new and work within a client’s budget to deliver rooms that reflect their style.”
By taking an old venture and making it new with the salon theme, Beth and Claire have put their own stamp on this farm house, now called Dememede.
VentureMom Tip
Create a salon type atmosphere to gather interest.
