5 minutes with Sandra Muller

1. What did you study at RMIT and what attracted you to that program? 

I studied Professional Screenwriting and focused on the digital media stream. I was in the first intake of this course. It attracted me because it was industry based and offered a stream in digital media, where I could see a creative future for myself. This was the mid 1990s and internet was just starting to become mainstream. I could see myself carving out a career in digital media. Through the connections I made at RMIT, I landed my first digital job and my career grew from there. 

2. What is your business all about? 

I run an eCommerce store selling wallpaper sourced from all over the world. I help people choose a design that’s a great fit for their space. I source suppliers. I choose designs that I think will sell well in Australia. 

3. Where do you see your business in 10 years’ time?

Over the next ten years I see my business using AI tools to create a better online experience I see myself expanding revenue by setting up other niche eCommerce stores in the home and garden industry that complement my wallpaper business. I will also be looking to sell my suite of online stores within the next ten years.

4. How has studying at RMIT prepared you to run your business? 

I studied at RMIT so long ago, but the doors it opened for me led me to employment where I learnt how to run a business – from marketing through to managing client relationships. It’s these foundations that help me run a business today. 

5. What advice would you have offered yourself when you first started your business? 

Find your unique selling point (USP) and communicate it at every stage of the sales cycle. Be brave and even when you experience a wobble in confidence, remember that there are always more customers. 

6. Where do you find inspiration for your designs? 

That’s like asking me to choose a favourite child! Perhaps favourite brand and style?  I’m very attracted to Scandinavian wallpapers. My favourite brand is Sandberg Wallpaper. They draw on flora to create their beautiful wallpapers and use a soft, soothing colour palette. They have a rustic charm that I adore and bring the outdoors to the indoors.