DATE: Monday, September 29, 1997            TAG: 9709270716

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

COLUMN: SMALL BUSINESS Q & A 

SOURCE: BY MELISSA GUNDEL, STAFF WRITER 

                                            LENGTH:   63 lines

PAINTER BRINGS UNIQUE VISION TO INTERIOR DECORATING

Karen Petzinger, 25, started her business fresh out of school. After graduating from the University of Virginia in 1993 with a degree in studio art and a concentration in painting and sculpture, she started decorative painting for residents and businesses. Her work was featured at the United Way House for the Parade of Homes, which was held Sept. 13 - 28. Her work can also be seen at The Charity House at Homearama Oct. 4-19.

What sparked your interest in this business?

When I graduated I was always interested in interior design. I was trained in that. When I worked on a Homearama House in River Walk, I saw all the decorative painting in the homes and that kind of fascinated me. I thought that was a niche that would fit me.

What types of work do you do?

Any type of decorative painting as far as murals, trompe l'oeil (painting that creates a strong illusion of reality) and faux finishes. I also do wall treatment, as an alternative to wallpaper. When I go into a home, I can help select the colors and the finish so everything coordinates. If they have a couch with flowered throw pillows, I can take the flowers from the pillow and incorporate them in a border or on the wall. I also work with the fabrics. I've painted furniture pieces.

Is there a high demand for this?

It's gotten more popular over the past few years. You see it more in decorating magazines. More people are willing to do unique things in their homes to make it their own.

Is most of your work residential?

Most of what I do is residential. I have done a few businesses. I have done some work in the Elizabeth Manor Country Club. Most of my work is in Virginia Beach and Chesapeake. I do very little in Williamsburg.

What steps did you take to open the business?

I learned as I was doing it. When I first started, I did a lot of subcontracting with a small business. I worked with other artists when I was there. Once that fell under, I felt like I had enough experience with clients that it was something I could do personally.

What's the biggest thing you've learned about running a business?

I've learned a lot about the marketing that needs to go behind it, the networking. I've developed a lot as an artist and come up with a lot of unique ideas for my clients.

How do you get the word out?

I have a lot of contact with decorators in Virginia Beach and Chesapeake. It's lots of word-of-mouth. Really the biggest advertising thing is the home shows. I'm doing some work for the Homearama Oct. 4 and the Parade of Homes, a home show which opened Sept. 13.

What advice would you offer?

I would definitely do lots of research and networking. Talk to people who own their own businesses. Research before you jump in. Don't just offer your talent, but be very service-friendly to your clients and let them know you really care.

Is there anything you would do differently in starting a business?

I would probably have used more of the resources available faster than I did. I was just coming out of school and didn't know what to do. There are always resources available like the library, people and networking. ILLUSTRATION: Karen Petzinger

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