Owners of Lewis Rose Design in De Pere specialize in interior design

Benjamin VerGiesen and Dana Enderby, owners of Lewis Rose Design in De Pere, have a partnership that started in a very unique way. They connected on Instagram.

“We noticed each other’s work,” VerGiesen said. “It was clear from our posts that we shared a love for layered, livable designs that tell a story. The first posts that caught our attention were ones that showcased our abilities to transform spaces in unique ways — using bold combinations of textures and styles while still creating a cohesive, functional environment.”

As they admired each other’s work, conversations began in 2020. Those talks led to a gradual realization that by working together they could create a business that would enhance their complementary skills.

“Our first steps included extensive discussions about our vision and goals,” VerGiesen said. “While we didn’t draft a formal business plan initially, we focused heavily on understanding our market and what we could offer that would be different.”

It wasn’t VerGiesen’s first foray into the business world. He operated a successful shipping business before deciding to sell to pursue his love of design. After selling it, he went back to school and obtained two design majors at Fox Valley Technical College in Appleton.

Enderby was following a similar education track. After graduating from high school in Appleton, she went on to get a degree in interior design. Both started their own businesses, and both used their first and middle names to form Ben Lewis Design and Dana Rose Design. When it came to naming the new collaboration, the name Lewis Rose Design fit perfectly.

VerGiesen said, “Our journey to starting this business stemmed from our mutual passion for interior design and the desire to create more approachable and dynamic spaces. A key turning point in our careers was the realization that our design philosophy and aesthetic vision were in alignment.”

When talking to VerGiesen, his artistic nature comes through. On the Facebook page that Enderby monitors, there are words that describe their philosophy of style — words like, “provocative, expressive, layered, instinctual, texture, dimensional, warmth, organize, dialogue, and juxtaposition.”

VerGiesen summarizes their style as California eclectic and describes it as, “We wanted to offer a mix of boutique home décor and full-service design, catering to clients who appreciate a unique and layered aesthetic. Our projects range from local to nationwide, which allows us to bring our approach to a diverse audience.”

Catering to that audience led to a bricks and mortar location in downtown De Pere, 622 George St., where clients can shop among a unique array of home décor items, both online and in the store, and schedule an appointment to meet virtually or in-person in the full-service design studio. The location has turned out to be ideal. Since opening in February 2021, the original space was already too small, and they expanded to an adjacent space in April.

The retail space is in front with offices and a design studio in the rear. In the shop, clients will discover items that are unlike the typical things sold in home décor shops. That is attributed to the time given to selecting inventory. (Many of the items are featured on their ecommerce site at www.lewisrosedesign.com.)

“We share the responsibilities of buying and deciding what to sell,” VerGiesen said. “Our criteria are simple: if we love it and it creates a layered story, then it’s a good fit.”

They also combine talents to search for vintage items. The goal is to find objects that have history and character and are of the highest quality. VerGiesen does most of the travel and frequents West Coast shops and designers where he has developed a personal network. They’re also dedicated to boosting local businesses in their purchasing and use of contractors and artists.

VerGiesen said he learned early on that a business needs to rely on other businesses and professionals. Years ago, he attended an E-Hub business training course that was led by Mark Burwell, national director of E-Hub and the Urban Hope Entrepreneur Center in Green Bay.

He said, “I worked with Mark and he said that we might think we can do everything, but we should focus on what we’re good at and what brings income to our business. He reminded us that it is a good practice to lean on the professionals.”

That’s what he and Enderby have done. They have a lawyer, an accountant and a manager. In addition, there is a three-member design team. Their business model is working and they have already developed strong brand recognition both locally and nationally. Because of that growth, the website notes that they are looking to expand their team.

“We are always looking to grow our team with like-minded partners. The ideal candidates need to be open to big ideas. If we talk about something and it sounds like a crazy idea, the person we are looking for will say, ‘How can I make that happen?’” VerGiesen said.

That creative approach is obvious in the projects that have been completed. Several are featured on the website. One of those, a condo at Anchorage Cove in Egg Harbor, is an effort they are particularly proud of.

VerGiesen said, “This project was a true reflection of our design philosophy — creating a space that was both beautiful and functional, with a rich layering of textures and materials that told the client’s unique story.”

Telling a story and bringing a client’s personality into the design is a skill that both have developed. VerGiesen said one of his strengths is understanding clients and what they want; even if they are unable to put it into words.

Because of that, they rarely need to make changes from the original design and have gained trust from clients. Their philosophy is that success comes from having a good work ethic, integrity, and a high level of competency.

“A quote that deeply inspires us is from Steve Jobs, ‘Design is not just what it looks like and feels like. Design is how it works,’” VerGiesen said. “This quote reflects our belief that interior design should not only be visually striking but should also function seamlessly in every day life. This quote also houses one of our core values which is sustainability and environmental responsibility.”

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