How Shima Yazdan Built Niche Decor into a Toronto Lifestyle Brand Centered on Connection and Eclectic Modern Design

Meet Shima Yazdan, founder of Niche Decor, a Toronto-based interior design firm creating thoughtfully designed homes that feel elevated, comfortable, and deeply personal to the people living in them. Shima started at Niche Decor as an intern during her university years and partnered with the original owner, Jean, whose mentorship shaped her career and the direction of the company. Over the years she helped grow Niche from a local design firm into a full-service experience with a 10,000 square foot showroom and a predominantly female team.

What sets Shima apart is the way she approaches design less as a transaction and more as a relationship. Niche has evolved beyond a design firm into a lifestyle brand that hosts events, collaborates with other local women-owned businesses, and treats every project as an extension of how a client actually wants to live. That commitment to community is exactly what defines how she builds.

Please share a brief introduction and your business:

I’m Shima, principal and owner of Niche Decor. I’m a naturally social and driven person who genuinely loves connecting with people, something that has shaped both my life and my business in the best way. Over the years, many of our clients and community members have become close friends, which speaks to how personal this work really is for me.

As my son has grown into his teenage years, I’ve also found a new rhythm in life, one that’s allowed me to create more space for connection, personal wellness, and a more focused, energized approach to growing the business. That shift has been incredibly grounding and has brought a renewed sense of clarity to both my work and personal life.

At Niche Decor, we create thoughtfully designed homes that feel elevated, comfortable, and deeply personal to the people living in them. What we do goes far beyond selecting furniture, we guide our clients through a full-service design experience that brings together function, beauty, and a true sense of lifestyle.

Our aesthetic leans eclectic modern, blending timeless pieces with fresh, curated details so spaces feel layered and lived-in, not overly designed. Every project is approached with the goal of making our clients’ day-to-day lives better, whether that’s through improved flow, better functionality, or simply creating a home they genuinely love being in.

We also have a 10,000 sq ft showroom that allows clients to experience design in a very real, tangible way. It’s become more than just a retail space, it’s a place where we host events, collaborate with other local businesses (many of them female-owned), and build community.

Behind it all is an incredible, predominantly female team who are involved in every stage of the process, which makes our approach feel seamless, collaborative, and highly personalized.

At the end of the day, we’re not just designing spaces, we’re helping people live better in their homes.

Do you have a co-founder?

Jean was the original owner of Niche Decor, and early on he brought me in as a partner to help grow and evolve the business. Over the years, we worked very closely together to build what Niche is today, and in the past few years, he’s stepped back to enjoy retirement after 35 incredible years in the industry.

One of the biggest keys to our partnership was having very clear roles and responsibilities. That allowed us to stay in our respective lanes, support each other’s strengths, and continue moving the business forward without overlap or friction.

We also had constant communication—Niche was always top of mind, and that level of alignment made a huge difference in how we operated and grew together.

On a more personal note, our working relationship naturally evolved over time—we became best friends, which eventually led to a relationship and now marriage. While that’s been a special part of our journey, the foundation has always been mutual respect, trust, and a shared vision for the business.

Are you a mamaprenista?

Yes, I am—and it’s definitely been a journey.

For a long time, I was trying to do everything at once—be fully present as a mom while also running and growing a demanding business. It often felt overwhelming, and there were seasons where I was stretched very thin.

What I’ve learned over time is that it’s less about doing everything perfectly and more about giving yourself grace in different seasons. There are times when your family needs more of you, and times when your business does—and that’s okay.

As my son has gotten older, I’ve found more space to focus on the business in a different way, but I’ve also become much more intentional about boundaries and protecting my time. That’s been key, not just for me, but for creating a more sustainable rhythm overall.

My biggest advice would be to build support where you can, be realistic about your capacity, and let go of the idea that you have to do it all on your own. It’s a constant balance, but one that becomes more manageable when you allow yourself that flexibility.

Take us back to when you launched? What was your marketing strategy?

When I stepped into the business, Niche Decor already had a strong local foundation, but a major turning point came about 15 years ago when we relocated to a new city and opened a much larger showroom. That move really pushed us to think differently about how we introduced ourselves to a new market.

At the time, social media wasn’t what it is today, so our strategy was very much rooted in in-person connection. We focused heavily on creating experiences—hosting events in our showroom that brought people in and allowed them to engage with us in a natural, authentic way.

We hosted everything from real estate events to pop-up markets featuring local artisan vendors, as well as fashion shows tied to fundraising initiatives that gave back to the community. It wasn’t just about showcasing our work—it was about creating a space people wanted to be part of.

That approach created a real buzz. People were able to experience who we were, what we stood for, and how we worked before ever committing to a project. It built trust in a very organic way, and in many ways, that foundation still shapes how we approach our brand today.

Did you always know you wanted to be an entrepreneur?

Not necessarily, but looking back, it makes complete sense. I’ve always been driven, hardworking, and naturally drawn to people and connection, which are such a big part of what I do now.

As I grew within Niche Decor, those qualities really found a place to thrive. The combination of creativity, building relationships, and growing something meaningful felt incredibly natural to me. Over time, it became clear that stepping into an entrepreneurial role wasn’t just the next step, it was exactly where I was meant to be.

What accomplishments are you the most proud of to date in your business?

I’m incredibly proud of how much we’ve grown as a business, not just in terms of our client base and projects, but in the strength of our brand and the recognition we’ve built over time.

One of the most rewarding moments for me is when we meet new clients and they’re already familiar with our work through social media. It’s always a bit surreal, and very humbling, when someone comes in showing our own projects as inspiration for their home, or referencing things we’ve shared and followed along with over time.

That level of connection tells me we’ve built something more than just a design firm, we’ve built a brand that people genuinely relate to and trust.

What is one thing you wish you had known when you started your Entreprenista journey?

I wish I had known earlier that you don’t have to do everything yourself to be successful. In the early years, I felt like I needed to be involved in every detail, which can quickly lead to burnout.

Over time, I’ve learned the importance of building a strong team, trusting the people around you, and allowing others to step into their strengths. That shift not only helped the business grow, but also created a much healthier and more sustainable way of working.

I’ve also learned how important it is to set boundaries, both for yourself and your team. Creating a business that supports your life, not consumes it, is something I value so much more now.

When hiring, what is your go-to interview question?

I don’t have one specific go-to question, but I always focus on understanding how a candidate approaches their work. I like to ask them to walk me through how they would handle a task or project, because it gives me real insight into how they think, how they organize themselves, and how they retain and apply information.

For me, it’s less about the perfect answer and more about their process, their attention to detail, and how naturally they communicate their ideas.

In terms of hiring, my biggest tip is to be as transparent as possible about the work environment and expectations. Our business is fast-paced, detail-driven, and we’re often managing multiple projects at once, which can be incredibly rewarding, but it’s not for everyone.

I think it’s important to recognize that just because I live and breathe the business doesn’t mean my team needs to in the same way. Creating clarity upfront helps ensure you’re bringing in people who are aligned with the pace, the culture, and the expectations, which ultimately sets everyone up for success.

What did you do before starting your own business?

I started at Niche Decor as an intern during my university years, and it didn’t take long before I saw the potential to grow with the business. Early on, I partnered with the original owner, Jean, whose mentorship, trust, and encouragement played a huge role in shaping both my career and the direction of the company.

I quickly realized the traditional corporate path wasn’t for me, I was far more drawn to creative, people-focused work, and Niche felt like the right place from the start. I was incredibly fortunate to learn from Jean, who brought a strong creative vision but, more importantly, led with ease, authenticity, and zero ego. That approach to both design and client relationships has stayed with me and continues to influence how I lead today.

Before Niche, I worked in a variety of retail roles, which gave me a strong foundation in client experience and connection. But once I was immersed in the business, I knew I wanted to help build it into something bigger. Through that partnership, I was able to play a key role in growing Niche Decor into what it is today.

What made you take the leap to start your own business?

For me, it wasn’t one big moment, it was a natural progression. As I became more involved in the business, I saw the potential for what Niche Decor could grow into and felt a strong pull to be part of that evolution.

With Jean’s support and encouragement, I stepped into a partnership and eventually took on a larger leadership role. I’ve always been driven and entrepreneurial by nature, so the idea of building something meaningful, growing a team, and creating a brand that truly connects with people felt like the right path.

Do you have any recent wins?

The past year has definitely been a challenging one for our industry, especially on the retail side, where luxury furniture hasn’t always been top of mind. That’s what makes this win even more meaningful, we saw growth in our business, which was entirely driven by the work we’ve been doing behind the scenes.

That growth came from a very intentional focus on community building, collaborations, strengthening our brand presence, and an overall mindset of staying consistent and showing up, even when things felt uncertain.

What I’m most proud of, though, is how that effort has translated into deeper relationships. We’ve built an incredible network, not just with clients, but within the industry as well. We now have designers who trust us as an extension of their team, which speaks volumes about the reputation and trust we’ve worked hard to build.

Last year was a year of hard-earned growth, both in business and in relationships, and that feels like a win worth celebrating.

What’s one app on your phone that you cannot live without?

My Libby app, it’s a digital library app that lets you borrow books right from your phone, and I use it all the time. I love to read, and it’s something I try to make time for whenever I can. Whether it’s a few minutes during the day or every night before bed, it helps me unwind, quiet my mind, and step away from the pace of daily life.

Lately, I’ve also gotten really into audiobooks, so Audible has become just as essential. It’s completely changed my commute, I actually look forward to the drive now, and Toronto traffic doesn’t feel nearly as painful when I’m in the middle of a good book.

Who are your customers?

Our clients are typically established, often dual-income couples in their 40s to 60s who are ready for their homes to truly reflect who they are and how they live. They’ve reached a point where they value quality, comfort, and a sense of ease in their environment, and they’re looking for a home that supports that lifestyle.

Many of our clients share similar interests to us, they love to travel, appreciate great food, wine, and cocktails, enjoy music, and naturally gravitate toward a social, welcoming atmosphere. They want their homes to feel elevated but never fussy, beautiful, functional spaces that are easy to live in and even easier to entertain in.

This connection is a big part of why our relationships with clients feel so natural, and why so many of them become part of our extended community.

It’s also what’s led Niche Decor to evolve beyond just a design firm into more of a lifestyle brand. Design is at the core of what we do, but the shared experiences, values, and touchpoints we have with our clients are what truly set us apart.

What’s your top productivity tip?

Time blocking my calendar has been a game changer. I’m very intentional about carving out dedicated time for different parts of my day, whether it’s meetings, creative work, or emails, so I can stay focused on the task at hand.

We also prioritize regular team check-ins to make sure everyone is aligned, which helps reduce unnecessary back-and-forth throughout the day. And when it comes to emails, I try not to respond as they come in. Instead, I set aside specific times to go through them so I can stay present and productive in whatever I’m working on.

That structure has made a huge difference in maintaining focus while still staying connected and responsive.

What’s your favorite business tool?

My calendar app, without it, I’d be completely lost. It’s the only way I’m able to stay organized and structure my day in a way that actually works.

I rely heavily on time blocking to manage everything from meetings to focused work and even personal time. It’s not just a personal tool either, our entire team uses it to stay aligned, organized, and on track across multiple projects.

With how fast-paced our days are, having that level of structure allows us to be more productive, communicate better, and make sure nothing falls through the cracks.

What’s your approach to work-life balance?

I’ve shifted away from thinking about it as “balance” and more about integration. My work and personal life are both very full and important to me, so it’s less about perfectly separating them and more about being intentional with my time and energy.

There are seasons where the business needs more of me, and others where I prioritize personal time, family, or simply slowing down. I’ve learned to be more aware of what I need in those moments and adjust accordingly.

What’s been most important is creating boundaries that allow me to be fully present, whether I’m at work or at home. That includes protecting my downtime, being mindful of my schedule, and making sure I’m not constantly in “on” mode.

At the end of the day, it’s about building a life and a business that support each other, rather than compete with each other.

How do you avoid burn-out?

I’ve become much more intentional about protecting my downtime. That means setting clear boundaries, whether it’s blocking off evenings to reset and recharge or keeping weekends free from client meetings whenever possible.

I’m someone who genuinely loves being social and connecting with people, it really fills my cup, but I’ve also learned that I need quiet time to balance that out. Whether it’s slowing down, reading, or just giving myself space to rest, that time is just as important.

My days can be very full, and it’s easy to feel overwhelmed, so having those hard stops has been key, not just for me, but for my team as well. It’s important to me that we’re creating a business that supports a good quality of life.

What advice do you have for aspiring Entreprenistas?

Stay consistent, even when things feel uncertain. There will always be highs and lows, but showing up, putting in the work, and staying connected to your vision is what really builds momentum over time.

Don’t underestimate the power of relationships. So much of what we’ve built has come from genuine connections, clients, collaborators, and our community, and that’s something you can’t shortcut.

Trust your instincts. You don’t need to have everything figured out from the start, but if something feels right, lean into it. And if something feels off, don’t ignore it.

And finally, build a business that supports your life, not one that consumes it. It’s easy to get caught up in doing everything, but creating something sustainable, with the right boundaries and support, will take you much further in the long run.

Shima's story is a reminder that the most enduring businesses are often the ones built on relationships, and that growth often comes not from chasing trends but from showing up consistently, even when the industry feels uncertain. We are so excited to have her in the Entreprenista community and cannot wait to watch Niche Decor continue to grow.

Want to connect with founders like Shima? Visit Entreprenista League to explore our community and discover more stories of women building businesses that truly matter.