Conversations on Resilience

Conversations on Resilience Peggy Stafford, founder of Stafford Tile & Stone, on leading a small business through the pandemic

By Sue Strachan (NC ‘86)

When Peggy Stafford (NC ’86) founded Stafford Tile & Stone in 2000, she brought a fresh approach to the New Orleans design community. Offering unique tile and stone lines and design services for residential and commercial projects, her business and client base from around the world grew. She returned after the destruction of Hurricane Katrina in 2005, and subsequently opened a showroom in Baton Rouge in 2006.

The COVID-19 pandemic has created new challenges for Stafford Tile & Stone. Because of the pandemic, Peggy’s business has had to deal with the impact on its physical locations, like other businesses, being temporarily closed, then re-opening with restrictions.

With the issues that businesses are facing now and will be in the future, we asked Peggy how Stafford Tile & Stone is doing and what she has done to pivot her business to survive and thrive during this time, and how her Newcomb College education helped prepare her for the ups and downs of the business world.

Newcomb College and Beyond

As a political science major, what led you into the tile and stone business?

While I was finishing my degree at Newcomb College, I worked on a paralegal certification through Tulane University. I finished that course work and immediately began working as a paralegal at my uncle’s law firm, McGlinchey Stafford.

I was from a long line of family in the legal business. My mother was the only female graduating from Tulane Law School in 1955. She was a Newcomb College graduate and a member of Kappa Alpha Theta Sorority, like I am. She used to study and have meals in the same building where I also lived, Josephine Louise dormitory.

My time as a paralegal finalized a decision about furthering a career in law. While I thoroughly enjoyed being a paralegal, I realized that a lifetime commitment to that profession would not be my calling.

In 1989, I enrolled in graduate school to study English Literature at University of Colorado, Boulder. I completed the degree with much hard work and determination. During the course of my graduate program, I worked part-time at a design store that focused on tile and curtains.

The business was booming then—1990—and I loved working with tile and design. I grew up in a creative environment with artists and creators, but never thought that I could make a living working with products that excited me so much. Hence, a “TILE GEEK” was born! I collaborated with contractors who would fly me to San Francisco to work on big tile projects because there were not many high-end tile stores in Denver at the time.

As these wonderful experiences developed, I eventually started my own business in Boulder specializing in the “finish work” of construction projects. I managed the projects for customers, designed and contracted tile, hardwood and finish carpentry. Of course, the tile and stonework was always my passion.

Although the business was thriving, I longed for Louisiana and my native surroundings. When I decided firmly to relocate, the logical step proved to be a focus on tile and stone.

Are there unique challenges to running a woman-owned business?

Yes, there are always challenges starting a business as a woman. New Orleans does not have a strong history of encouraging entrepreneurs, much less a young woman in the tile and stone business.

How did your Newcomb education prepare you for business and life?

My years at Newcomb College taught me independence and to know no boundaries in life. As a supportive women’s college, I learned to trust myself, others, and the process of life that is sometimes not perfect.

Strength and tenacity are important qualities that Newcomb instilled in students. I hope to always empower my staff and others during this challenging time.

Business During the COVID-19 Pandemic

When businesses in New Orleans and Baton Rouge were told to temporarily close their stores due to the pandemic, what did your business implement?

Stafford Tile & Stone did not “close” its showrooms, but held only virtual appointments for a short period. We are offering virtual and in-store appointments now. We are scheduling the appointments with clients and emailing them important questions prior to the meeting so we can all be prepared. Of course, staff must wear masks, and anyone that enters the showroom is required to wear a mask. There is also a limit to the number of persons in the showroom at any one time.

How have sales been since the pandemic?

Sales were drastically low for the second quarter, but are slowing picking up. We are in it for the long haul. We have 20 years under our belt and will do everything to survive this rough patch. We received Paycheck Protection Program and Small Business Administration loans to cover rent and salary expenses for a period of 60 days. It helped tremendously!

Any advice for storeowners?

My best advice to owners of small businesses is “Hang in there!” America and particularly Louisiana rebuild quickly. I hope that this teaches us all the importance of supporting local small companies. No one wants to see these unique showrooms close and lead the way to more Big Box ugliness.

What advice would you give to Newcomb-Tulane students who are graduating and want to start their own business in a difficult economy?

My advice to any person that is interested in starting a business today is to keep the business profile as simple as you can and be prepared to endure long, hard hours.

My business began on a “shoe-string” in a small location on the residential side of Oak Street (where many Newcomb students lived!). I could not have survived if we had incurred too much debt from the inception of the business. As noted, these are lean, challenging times and it is a lot easier to maintain a business when you have prepared by operating within your means.