Today we’d like to introduce you to Guillermo.
Hi Guillermo, thanks for joining us today. We’d love for you to start by introducing yourself.
My story isn’t just about selling wallpaper; it’s about recognizing a fundamental shift in how people view their homes and building a business to serve that new reality.
The Genesis: Seeing the Economic Flaw
My background is rooted in understanding the financial lifecycle of real estate—not just the aesthetic side. For years, I watched the market treat a home as a commodity, a quick-flip asset focused on short-term gains. The mentality was always: What is the cheapest way to make this look good for the next buyer?
But the economic volatility of recent years, particularly with interest rates and inventory drying up, changed everything. Millions of homeowners suddenly found themselves “stuck”—locked into low rates, unable or unwilling to move, and forced to live in a house that no longer served them.
This was my “Aha!” moment: The real long-term investment isn’t in what the market might pay someday. The real investment is in your daily happiness, well-being, and creating a stable, high-quality sanctuary that lasts.
The Solution: Building The Wallpaper Company
I started The Wallpaper Company to bridge this gap between economics and design. It’s not just a decorating firm; it’s a solutions company focused on permanent, recession-proof interior investment.
Instead of advocating for cheap, repetitive paint jobs that lose their luster and require constant maintenance, I champion premium wallcoverings and high-impact design choices. A high-quality installation is not just an expense; it’s a capital improvement that offers:
Financial Resilience: It creates durable, perceived value that holds up better in a slow market.
Emotional ROI: It transforms the atmosphere of a room instantly, giving homeowners a sense of control and pride in their most important asset.
Where We Are Today: The ‘Renovate Over Relocate’ Mission
Today, The Wallpaper Company is thriving by focusing on this core philosophy: we help homeowners stop worrying about the external chaos of the housing market and instead invest inward.
My passion is to be a thought leader in the “Renovate Over Relocate” movement—guiding clients away from renovation anxiety and toward deliberate, financially intelligent, and beautiful home improvements. We provide the expertise and the quality materials that enable people to make a genuine, lasting commitment to the homes they are going to live in for the long haul.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
The path to establishing The Wallpaper Company and redefining interior investment has definitely had its significant struggles.
1. The Challenge of Shifting the Homeowner Mindset
The single biggest roadblock was overcoming the perception that high-end wallcovering is a luxury, not an investment.
For decades, the dominant economic thinking for homeowners has been:
For the short-term: Use cheap paint.
For the long-term: Invest in major structural things (kitchens, baths, additions).
We had to fundamentally challenge this. We weren’t just selling a product; we were selling a new financial philosophy. Convincing clients to divert capital from a traditional “safe” investment (like a new granite countertop) into a visible design element required constant education and proof that perceived value translates to actual market advantage and superior emotional ROI. It’s an ongoing process of proving that high quality actually saves money over time.
2. Economic Headwinds and Volatility
The very economic conditions that inspired my business also became a struggle point: unpredictable material costs and supply chain volatility.
When inflation surged, the prices of high-quality, imported materials we use also rose. This challenged the core message of “predictable cost in a volatile market.” We had to become masters of logistics and inventory management to lock in pricing and protect our clients’ budgets, ensuring we could always deliver on our promise of a contained, high-impact investment despite external chaos.
3. Scaling Quality and Craftsmanship
As demand grew for our unique, economically sound approach, the operational struggle became maintaining exceptional quality while scaling the installation team.
In this industry, craftsmanship is everything. Our installations are part of the long-term value proposition we preach. You can’t hire a team overnight that understands the precision and care required for luxury wallcoverings. We invested heavily in intensive training and building a meticulous internal culture, often sacrificing speed of growth to ensure every single project upheld the standard that justifies the economic investment for the homeowner. It was a conscious choice to prioritize quality and long-term reputation over rapid expansion.
Ultimately, these struggles—mindset shifts, economic navigation, and scaling quality—have forged our brand into what it is today: a trusted partner for homeowners making smart, resilient decisions.
Appreciate you sharing that. What else should we know about what you do?
1. What Do You Do, What Do You Specialize In, and What Are You Known For?
I am the leader of The Wallpaper Company, and my work goes beyond traditional home décor.
What I Do: I help high-end homeowners navigate today’s unpredictable economic environment by making financially resilient and emotionally impactful investments in their existing properties.
What I Specialize In: I specialize in the application of permanent, high-quality design solutions—specifically premium wallcoverings—to create sustained, perceived value in a home. In short, I specialize in the intersection of home design and long-term financial strategy.
What I Am Known For: I am known for being a leading voice in the “Renovate Over Relocate” movement. I challenge the status quo by treating interior upgrades not as a frivolous expense, but as a calculated capital improvement that offers a superior return on investment (ROI) in the current market gridlock.
2. What Are You Most Proud Of?
I am most proud of shifting the mindset of homeowners from short-term commodity trading to long-term stewardship.
In a market obsessed with flipping houses and chasing volatile trends, my proudest accomplishment is seeing a client choose to slow down, invest thoughtfully, and fall back in love with the home they already own. When a client tells me that the custom space we created for them gives them a sense of calm, stability, and control despite external economic chaos, that confirms we are delivering on our core mission: providing emotional resilience through strategic design.
3. What Sets You Apart from Others?
What sets me and The Wallpaper Company apart is the financial rationale behind every design decision.
Most companies in the home décor space lead with aesthetics; we lead with economics. We operate on the foundational belief that in a high-interest, low-inventory market, the best financial move is to transform your current home into your ultimate asset.
This distinction is key:
We don’t sell wallpaper; we sell long-term value and financial stability. We frame a high-end installation as an investment that avoids the recurring costs and diminishing returns of cheaper, temporary fixes (like frequent repainting).
Our expertise is not just in how to apply materials, but where to apply them to achieve the maximum emotional and perceived value return for the homeowner. We are strategists who happen to be in the design industry.
What matters most to you?
What Matters Most to Me?
What matters most to me is long-term resilience and authentic value creation.
This applies to both the homes we service and the relationships we build. I am driven by the belief that, in an economy defined by volatility and short-term thinking, our highest professional duty is to provide solutions that offer stability and enduring quality.
Why This Matters
1. The Value of Stability in Volatility
In the current market—where moving is a stressful, expensive gamble—a homeowner’s greatest asset is the sanctuary they already possess. I firmly believe that the most responsible financial and emotional decision one can make is to fortify and elevate that asset. What matters is helping people achieve a profound sense of control and comfort in their immediate environment, making their home an economic safe harbor.
2. Shifting the Focus from Cost to Quality
It matters deeply to me to disrupt the “disposable” design mindset. I reject the notion that a home should be constantly cheapened and refreshed with temporary fixes. By insisting on premium materials and meticulous craftsmanship—the foundation of The Wallpaper Company—we ensure our clients are making a genuine capital improvement that will look exceptional and perform reliably for decades. This integrity in quality is the true definition of value.
3. Building a Legacy of Thought Leadership
Finally, it matters to me to be more than just a service provider; I strive to be a thought leader and trusted advisor. My goal is to equip every homeowner and follower with the perspective to confidently make decisions based on smart, long-term investment principles, rather than fleeting economic news or design trends. This legacy of educational value is what separates a business from a mission.
Contact Info:
- Website: https://www.thewallpapercompany.com/
- Instagram: https://www.instagram.com/thewallpapercompany
- Facebook: https://www.facebook.com/thewallpapercompany
- LinkedIn: https://www.linkedin.com/company/the-wallpaper-company
- Twitter: https://x.com/TheWallpaperCo
- Youtube: https://www.youtube.com/user/TheWallpaperCo
- Other: https://www.tiktok.com/@thewallpapercompany
