Building a Decor Blog That Feels Like Home: Wendy Schneider’s Story
We love it when we get to chat with members of our Ultimate Blog Roadmap community — and today, we’re excited to introduce you to Wendy Schneider, the creative force behind Flairfully Yours. Wendy’s story is one of self-discovery, career pivots, and finding the courage to finally build something of her own.
She’s been part of our community for a while now, and watching her journey unfold has been nothing short of inspiring. If you’ve ever felt a little stuck in your day job or unsure about whether you “have what it takes” to start a blog or business, you’re going to love this conversation.
Meet Wendy Schneider
Wendy has a passion for making things look good—whether it’s a room, a brand, or a beautifully styled event. With over 20 years in marketing, graphic design, and event planning (plus lots of home projects under her belt), she knows how to bring a vision to life. As the creator of Flairfully Yours, Wendy helps women cut through the overwhelm with practical decor tips, color guidance, and coastal-inspired ideas that make styling feel effortless. From picking the perfect paint shade to pairing home accents that actually work together to arranging decor in a way that feels just right, she’s all about making home look amazing—without the stress.
From Marketing Director to Maker at Heart
Wendy has worked in marketing for over 20 years, and while she genuinely loves the field — especially the ever-evolving nature of it — something always felt a little off. For the last nine years, she’s worked as a marketing director for a financial advisory firm, and while she adores the people and the experience, the subject matter didn’t light her up.
“I love marketing. I love making things look good,” Wendy shared. “But I realized I wasn’t passionate about what I was promoting. It wasn’t mine.”
That desire to create something for herself became the seed of something bigger.
The Search for the Right Fit
During the pandemic, Wendy started rethinking her work-life balance and exploring new possibilities. She initially pursued becoming a virtual assistant and even invested in a course, but something still didn’t feel quite right.
“It would’ve just been more of the same — doing marketing for someone else’s passion,” she explained.
Through long walks, podcast binges, and a lot of self-reflection, she came to an important realization: she wanted to stop building other people’s dreams and start building her own.
Discovering Her Voice and Her Blog Niche: a Home Decor Blog
Wendy’s marketing and graphic design background meant she had the skills to build a blog — but deciding what to actually write about was the tricky part. At first, she considered sticking with branding and design for small businesses, since that had been her professional wheelhouse.
But after talking with friends and family, she noticed a trend: people always asked her for help with decorating, especially when it came to choosing paint colors, finishes, and hardware. It hit her — home decor wasn’t just something she was good at. It was something she genuinely loved.
And just like that, Flairfully Yours was born — a blog focused on helping others decorate their homes with intention and personal flair.
How Wendy Niched Down her Coastal Home Decor Blog
When Wendy first started, she knew that “home decor” was a bit too broad, especially for a new blog. After taking the courseinside the Ultimate Blog Roadmap, she understood the importance of niching down.
So, she started refining her content and focusing on what made her perspective unique. Over time, she found her sweet spot — and while she’s still evolving her brand, she’s already seeing the rewards of being really specific with who she’s talking to and what she’s talking about.
How Wendy Breaks Up Her Ideas to Multiple Blog Posts
Wendy admits that in the beginning, writing a blog post felt like a marathon. She’d pour so much into each one that they’d end up way too long, covering multiple topics at once. “I would get done writing and end up breaking it up into two, three, or four articles,” she laughs.
Now, instead of stuffing all her great ideas into one massive post, she’s started breaking them up into smaller, more strategic pieces. For example, she wrote a post just about a paint color — Sherwin Williams’ Niebla Azul — and why it works so well for cabinetry. Then, in a separate post, she wrote about the full laundry room makeover that used that color. Same project, two different blog angles.
A Strategy That Serves Her Readers and Her Business
Wendy’s new approach does more than just simplify her writing process. It also creates clearer, more searchable content for readers — and helps her build a business behind the blog.
She’s planning to turn some of the helpful extras in her posts, like full renovation checklists and curated finish guides, into digital freebies or low-cost products. Instead of giving everything away in a single blog post, she’s finding creative ways to package her knowledge so she can grow her email list and generate income — without sacrificing value.
Where Wendy’s Home Decor Blog is Headed
In terms of business, Wendy recently made a major shift. After balancing her blog with a full-time job for a year, she’s scaling back at work so she can focus more energy on building her blog. That decision came at the same time she was accepted into an ad network and was feeling the pull to take blogging more seriously.
From Blog Posts to Bigger Dreams
Now, Wendy’s dreaming of digital products, consulting offers, and maybe even local design services down the road. A year ago, she was just listening to this podcast. Today, she’s on it, sharing how she’s turning her passion into purpose and growing inside the Ultimate Blog Roadmap.
In this episode, we covered:
- Why Wendy decided to start a blog
- How she niched down into a coastal home decor blog
- How Wendy breaks down her big ideas into multiple pieces of content
- What future plans Wendy has to grow her blog and business
Links and resources mentioned in this episode:
- Connect with Wendy on her blog, Instagram, and Pinterest
- Get our Successful Blogger Checklist
- Join The Ultimate Blog Roadmap
- Check out last week’s episode with Krystle Straub about repurposing content
We hope you loved this episode with Wendy on how she started her coastal home decor blog! Please leave us a comment and let us know your biggest takeaway from this episode!