Today we’d like to introduce you to Shima Toyserkani.
Hi Shima, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
It all started in October of 2014. It was a time when I could deeply reflect on the career path that would make me content. During this period, I bought a dining table—the Emmerson dining table from West Elm, to be exact. Why did I choose that dining table? I had spotted it by chance during a trip to New York a few years earlier, fell in love with it, and knew I had to have it one day. A few seasons later, I finally saved up enough to buy that exact table for my own dining room.
What I didn’t expect was that I became so engrossed in selecting the rug, chairs, bench, wall art, and other decorative elements for my dining space. It was through this process of designing the space that I discovered my passion for design. Additionally, I was watching the second season of an HBO show called “House of Cards” during that time, and bounced off the company name “House of Shima” to one of my friends and it got two thumbs up. And it all started as simple as that. My company, House of Shima, was born and its name and my passion for design has stuck ever since. And yes, I still have that Emmerson dining table in my home today! Except, today I use it as a spot to do my makeup and hair. I’ll never part with that table, as it marks the start of my interior design journey.
Now that I think of it, if I never went to New York and saw that dining table by chance, I don’t know that House of Shima would be around today! I believe that this experience was “qismat”, which translates to “fate” or “destiny.” It refers to the idea that certain events in life are predetermined and beyond our control…perhaps sprinkled with a bit of luck. Today, House of Shima is going strong and I couldn’t be more proud of the successes in the past year and what lies ahead for 2025. As Elsie de Wolfe once said, “I am going to make everything around me beautiful—that will be my life.” I feel fortunate to have experienced this, and I’m excited for the opportunities the future will bring.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
No, it was definitely not a smooth road. I made silly design mistakes in the early years, like ordering a rug with the wrong scale pattern for a small space, which led to a complicated return process. Another example is that one time I failed to request a product sample for an online order, and when I received the actual item, I was unsatisfied with its metal finish. Of course, you live and learn from those mistakes and don’t repeat them. In any industry, you can learn from ‘what not to do’ rather than ‘what to do.’ Much of my business acumen and experience has been shaped by learning from mistakes, both mine and others. I often think of one of my favorite athletes, Michael Jordan, and his famous quote: “I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. Twenty-six times, I’ve been trusted to take the game-winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.” Today, I continually aim for perfection in everything I do, which is a direct result of not wanting to repeat or make new mistakes for my clients. And if a mistake happens, it’s not the end of the world; it will be quickly corrected, and any lessons from it will be gleaned accordingly.
Second, as I gained experience with various rooms and homes, I learned to trust my instincts, which are shaped by my design expertise, personal preferences, inner voice, and an understanding of what my clients love and dislike. Some people are lucky and they have always had a strong gut instinct…for me this is something that evolved over time with a lot of practice, listening and learning. Designers have to listen for and identify their gut instinct because it is what gives them trust and confidence in themselves and with their clients. It is not just about making right decisions for yourself, but making the right decisions for your client that they will love for years to come. For example, I might love two different tile options for a client’s bathroom and my strong gut instinct will lead me to advise them on the right tile for their space. Or, I am selecting a couple of rug options in a showroom filled with hundreds of options…my strong gut instinct leads me to quickly narrow down a few rug options for them to preview. My instincts always lead me in the right direction and keeps me on track as a designer and business owner.
Lastly, one of the challenges of being a business owner is learning to accept rejection and quickly move on from it. I encounter a variety of people, personalities, and project requests. Not everyone will hire me after I present my company and services, and that’s okay. It’s important to be comfortable with rejection. You have to constantly market yourself and your services, and not all of your efforts will be successful. You pitch an idea, it falls flat, you dust yourself off, and move on to the next one. Acknowledge when something doesn’t work out, learn from it, and keep pushing forward. When something finally sticks, it’s incredibly satisfying—like a moment of pure joy and accomplishment. Until then, though, it’s important to stay positive. One optimistic mantra I remind myself of is, “Just because it hasn’t happened yet doesn’t mean it isn’t happening.”
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
I’m excited to introduce my business’s new YouTube channel, Accent Diaries, launched this past quarter with the mission to inspire and educate viewers through engaging content focused on luxury interior design. What sets my channel apart is my unique approach to bespoke design solutions and the seamless blending of functionality and style, allowing me to connect with an audience passionate about luxury interior design. I pride myself on being involved in every aspect of each video. Like many entrepreneurs, I wear a multitude of hats: researcher, scriptwriter, storyboard artist, set designer, lighting technician, videographer, photographer, and editor—ensuring that every video is both informative and enjoyable. I invite you to check out Accent Diaries and join me on this journey—there’s something for everyone, so don’t forget to subscribe!
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
Yes, absolutely! One thing I learned very quickly is that interior design is an incredibly competitive industry and you have to find ways to stand out. Anyone who has supported my company in any way over the past 10 years has contributed to my success. Like a tree that cannot grow without water, I cannot grow without support. Support can take many forms, such as someone liking, commenting on, or sharing my latest post on Instagram; a client writing a positive online review; another designer sharing a preferred vendor with me; or my husband providing insightful business advice on how to handle a challenging situation. As you can see, it’s not just one specific person who has been instrumental, but a multitude of people from various backgrounds. I’m truly grateful for all the support I have received thus far in my design journey.
Contact Info:
- Website: www.houseofshima.com
- Youtube: http://www.youtube.com/@HouseofShima
Image Credits
All images by House of Shima, LLC
