Hustle + Heart Season 1: How Linda Schott Transformed a Family Business Into a Thriving Interior Design Brand
In this episode of Hustle + Heart, I had the pleasure of sitting down with Linda Schott, visionary co-founder of Eastman Cartwright Home in Lancaster, Wisconsin. Linda shares her incredible journey of transforming her husband’s century-old lumber business into a comprehensive, client-centered interior design destination.
Through a powerful blend of intuition, creativity, and entrepreneurship, Linda is not only redefining home design for her clients but also modeling how to build a business that honors both family and personal passion.
From Accounting to Intuition-Led Design
Linda’s journey into design wasn’t traditional. After relocating from Chicago to small-town Wisconsin, she found herself immersed in the operational side of her husband's lumber business.
But accounting wasn’t where her passion lived.
Instead, she saw an opportunity: clients had no place to engage directly with the materials and creative choices involved in home building and remodeling. Contractors handled most purchases, but homeowners often felt disconnected from the process.
With that in mind, Linda created a retail showroom inside Eastman Cartwright Lumber, allowing homeowners — especially women — to feel empowered in making design choices. The vision was to create an environment where customers could shop, touch, and feel the design elements that would shape their spaces.
Key lesson: Sometimes the business you’re meant to build is hiding inside the business you already have access to.
The Importance of Client Collaboration
Linda approaches every project with one key philosophy: she creates with her clients, not for them.
Every design process starts with understanding the home’s character and the client’s unique style. From initial conversations, mood boards, and Pinterest inspirations, to vision boards and 3D renderings — Linda helps her clients visualize not just what’s possible, but what’s personal.
“You’re not designing for yourself. You’re helping clients co-create their space. It’s their vision — you’re just elevating it with your expertise.”
This collaborative approach builds trust and allows her clients to stay engaged throughout the entire design journey — minimizing surprises, maximizing satisfaction.
How She Manages Design Changes Mid-Project
Of course, even the best-laid plans evolve. Whether it’s contractors uncovering issues mid-renovation or clients changing preferences once they see progress, flexibility is key. Linda embraces these moments as natural parts of the process, helping clients pivot gracefully without derailing the overall vision.
Her secret? Adapt the plan, not the purpose.
Balancing Motherhood, Business, and Personal Growth
One of the most inspiring aspects of Linda’s story is how she balances business ownership, creative leadership, and motherhood.
She keeps strict boundaries between work life and family life.
Social media focuses on work; her personal life remains protected.
Her mornings start at 5 a.m. to allow for reflection, creativity, and personal time before the busy day begins.
She credits much of her balance to her yoga and meditation practice, which she continues to teach.
Entrepreneurship tip: The structure you build around your schedule allows you to show up fully — at work and at home.
The Power of Retreats and Investing in Self-Leadership
Linda’s leadership isn’t accidental — it’s intentional. She’s continually invested in her personal development, including a recent six-month leadership program that culminated in a transformational retreat in Machu Picchu.
Surrounding herself with like-minded women, new conversations, and personal coaching has helped Linda continue evolving both personally and professionally. These experiences fuel her creative vision while keeping her grounded and open to new growth opportunities.
Building a Business Alongside Her Spouse — With Clear Boundaries
Working with a spouse can present unique challenges, but Linda and her husband have found their rhythm. While her husband manages the contractor-side operations, Linda leads the creative and client-facing work. Their secret? Staying in their own business lanes and not bringing work stress into their home life.
“Now, work stays at work — and it’s made our personal relationship stronger.”
Advice for Aspiring Designers
For anyone dreaming of launching a design business, Linda offers clear, actionable advice:
Start with mood boards. Build your personal brand by curating your style visually, even before you have real projects.
Help friends and family first. Use early projects to build your confidence and portfolio.
Document your style. Even your wardrobe, home aesthetic, and lifestyle are part of your personal design brand.
Learn to create for others. Designing for clients is very different from designing for yourself. Hone the skill of co-creation.
Play with what’s in front of you. Don’t wait for the perfect moment or perfect client to get started.
“Your portfolio can start with you — your taste, your eye, your vibe. You’re building trust, one decision at a time.”
Overcoming Imposter Syndrome as a Creative
When asked how she stays confident through the vulnerable process of creative work, Linda shares:
Keep your focus on the client, not yourself.
Release attachment to perfection.
Remember that creativity is fluid — no single project defines your ability.
Feedback isn’t failure — it’s part of the co-creation process.
“When you create WITH clients, you’re not putting your ego on the line. You’re building something together.”
What’s Next for Linda?
2025 is a big year for Linda and Eastman Cartwright Home
Launching a luxury VRBO project in McGregor.
Designing a new commercial space for a local entrepreneur.
Renovating her personal investment property — an 1888 miner’s cottage in Galena, Illinois — that will serve as an immersive showcase for her design aesthetic.
Continuing personal design education to expand her offerings even further.
“I feel like I’m in a season of expansion and alignment. The best is still unfolding.”
🎯 Where to follow Linda’s journey:
Instagram: @eastmancartwrighthome
Facebook: Eastman Cartwright Home
Website:eastmancartwrighthome.com
