Today we’d like to introduce you to Tara Johnston.
Hi Tara, please kick things off for us with an introduction to yourself and your story.
I started my career as a corporate event planner, a job I loved—until the world shut down in 2020. Overnight, events disappeared, I was laid off, and I found myself at home with a lot of uncertainty and a quiet but persistent pull toward something more creative. Home design had always been my passion, so I started documenting small DIY projects in my own house—one of them being a simple wallpaper install that completely changed my trajectory.
What began as weekend projects for friends quickly turned into a full-time business. I launched Snowbound Home Interiors (now rebranded as Eleven Walls, Wallpaper & Design) and grew it into a six-figure wallpaper installation and design company serving clients across Middle Tennessee. Along the way, my husband even left his job to help as the business grew—until we realized the importance of restructuring, specializing, and building something sustainable. Today, Eleven Walls is a focused, high-end wallpaper business rooted in craftsmanship, creativity, and client experience.
As the business grew, so did the number of people asking how I did it. That curiosity sparked my second brand, Built By Tara—an educational platform where I teach DIYers and creatives how to turn their skills into profitable, service-based businesses. My journey has been about learning to niche down, trust the process, and build a life and business that supports both creativity and family. What started as a scary pivot has turned into a career that’s more aligned, impactful, and fulfilling than I ever imagined.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all—it’s been anything but smooth. The early days were filled with uncertainty, imposter syndrome, and a lot of learning in real time. I went from a stable corporate career to running a hands-on service business with no formal roadmap, figuring out pricing, contracts, marketing, and time management as I went. I said yes to too many projects, underpriced my work in the beginning, and pushed myself to the point of burnout.
One of the biggest challenges was learning when to pivot. As the business grew, I realized that doing everything—design, carpentry, installs, admin—wasn’t sustainable. Stepping back, niching down, and restructuring the business required hard decisions and humility, especially when it meant letting go of services and redefining roles within my own family. Emotionally, it was tough to separate my identity from the hustle and accept that growth sometimes looks like doing less, not more.
There were also personal challenges—balancing motherhood, marriage, and entrepreneurship while building something from the ground up. But each obstacle forced me to refine my vision, strengthen my systems, and trust myself more as a business owner. Looking back, the struggles weren’t setbacks—they were the moments that shaped the business I have today.
Appreciate you sharing that. What else should we know about what you do?
Today, my work lives at the intersection of craftsmanship, education, and entrepreneurship. I’m the owner of Eleven Walls, a wallpaper installation and design studio specializing in high-end residential wallpaper installs. I’m known for detailed, precision-driven work, thoughtful design guidance, and helping clients feel confident choosing wallpaper—especially in spaces that feel intimidating or high-impact. Wallpaper is a niche skill, and I’ve built a business around doing it exceptionally well.
Alongside that, I run Built By Tara, an educational platform where I teach DIYers and creatives how to turn hands-on skills into profitable service-based businesses. What I’m most proud of is building a company that not only supports my family but also creates a clear, honest path for others who want to step into entrepreneurship without the fluff or burnout culture. My goal is to help other moms pursue their passion of creating while also providing for their families in a very lucrative way!
What sets me apart is that I’m still in it. I’m not teaching from theory—I’m teaching from lived experience. I’ve built and restructured a six-figure service business, learned the hard lessons the expensive way, and now share those insights with transparency and approachability. Whether I’m installing wallpaper or teaching someone how to price their first job, my focus is the same: helping people build something beautiful and sustainable.
What were you like growing up?
Growing up, I was always creative, observant, and loved watching Trading Spaces. My parents let me paint my sister’s room hot pink with on orange sponge paint on top because that was what all the DIYers were doing! I loved making things, organizing ideas, and turning ordinary spaces into something more unique. I was the kind of kid who noticed details—how a room felt, how people interacted, and how small changes could make a big impact. I’ve always had a strong mix of creativity and practicality, even if I didn’t have language for it at the time.
Personality-wise, I was both independent and empathetic. I’ve always cared deeply about people and relationships, but I also had an inner pull to build something of my own. My parents were never well-off financially, but we lived in a nice home and always had food on the table. My grandma on the other hand owned her own business and was very successful; I credit most of my entrepreneurial drive to watching her as I grew up! I was curious, imaginative, and often found myself daydreaming about future possibilities, even while being grounded and responsible. I was a straight-A student that was eager to learn, I would ask my mom to buy me study guides and workbooks over summer break so I could continue learning! I was never much of an outdoor kid, but loved being near the water in Seattle (I guess that’s the Pisces in me).
Looking back, it makes sense that I ended up where I am. My love for design, storytelling, and creating meaningful experiences has always been there—it’s just evolved over time into a business, a brand, and a way of helping others step into their own potential.
Pricing:
- Wallpaper Accent Walls starting at $500
- In-Home Measuring – $150
- 1Hr. In-Home Wallpaper Design Consultation – $250
- Free Wallpaper Samples
- Free Virtual Estimates
Contact Info:
- Website: https://www.11walls.com
- Instagram: https://www.instagram.com/built.bytara/
- Facebook: https://www.facebook.com/Elevenwallsnash
- LinkedIn: https://www.linkedin.com/in/taraljohnston
