Women In Business

Women In Business Profile

Mary Leidig

At Knoxville Style, we’re celebrating successful women in business in the Knoxville region. Contributor Mary Leidig talked with Robin Easter, owner of Robin Easter Design. Here’s what she found out about this thriving design firm.

You’ve been in business more than 30 years. This speaks volumes. How did you know when you had the right idea? When I started my business at my father’s encouragement, I was 27. The timing was right because more small Knoxville businesses were embracing the idea that good design was important for a successful business. I knew it was the right idea when the Knoxville Museum of Art asked me to design a newsletter and event invitations. When they built their new building, they hired me to rebrand them and design their signage. I was excited to open my business in the Old City in 1989 when the neighborhood was seeing a renaissance. There was an excitement around the renovation of the beautiful historic buildings. I loved the scale of the Old City because it was and is a community. Downtown and the Old City were the heart of Knoxville. What do you love the most about Robin Easter Design? I know so many people and am involved in so much because of the business, and I love my clients and my staff. We get to be creative and innovative every day. I have a great staff, and we get to make things around us more beautiful and function better. I love solving problems, which is a big part of what we do. I love being able to bring my dogs to work. Are you happy? Yes, and I count my blessings every day that I get to do work that I love. What might you change in your business? I’d like to renovate our office, and I would also love to have a small printing press for special projects. Recently I hired a project manager, and this allows me to focus more on creative strategies and solutions, work with our clients and give back to our community. Ideally, it would be great to not work quite so many hours. What have you’ve learned from experience in owning a business? Knoxville is a big small town. It is big enough to offer a lot of opportunity and small enough to be personal. Relationships are so important. I’ve never had to do sales because all our business is from referrals. We strive to do excellent work, and we treat people right — our clients, competitors and vendors. Doing the right thing and going the extra mile are more important to me than profit. Opportunities for women have expanded in the last 30 years. Women are more respected now, but I still don’t think things are equal. I used to be pretty shy when I was younger. I’ve learned to push through that. I’ve learned that if speaking in public or taking on a daunting project makes me uncomfortable then I should do it because it’s an opportunity to grow and learn. I’m still learning. How have you grown your business? I made a decision not to get so big that we have too many layers. We put a big focus on brand identity and web development, and we’ve designed many books —- something I’ve always wanted to do. Forming strategic partnerships has allowed us to expand our services. How did you build your team? I’ve hired designers right out of school and grown them through the business. They come with great enthusiasm and creativity and none of the bad habits they might form elsewhere. I’ve stayed in close contact with the University of Tennessee, Pellissippi State and other universities. What does it mean to be a good leader? Obviously, good communication is important and so is creating an environment where my team is empowered to do their best work, where they’re appreciated, heard and respected. I guide more than heavily direct. Offering my staff flexibility to deal with their personal lives helps relieve unnecessary pressures so they can focus on the two most important things here: excellent work and meeting deadlines. It’s important to treat people well, hold up the highest ethical standards and do what we say we will do. Good leadership is also letting my staff know when they can do better and praising them when they do well. What would you say to women who want to go into business today in the Knoxville region? Do it. It offers a lot of personal reward and flexibility. It is also hard work. Be interested in running the business as much as you are interested in what the business does. This is still a hard lesson for me. I love the creative part the most. Knoxville is a welcoming city for work and has a strong community of support among women in business. Be involved in your community. In giving back, you will find that you get more than you give. What do you enjoy doing when you’re not working? I love spending time with family and friends at our cabin in the mountains and in downtown Knoxville. I also love traveling, hanging out with my dogs, hiking, live music and movies.