Homegrown Business: Em & Jen of LUMA Walls & Decor

Montréal’s LUMA Walls & Decor is gaining popularity for its modern and stylish wall coverings. Specializing in high-quality vinyl-adhesive designs, they offer customizable options to enhance the look of homes and businesses alike. Known for their contemporary, chic and visually appealing solutions, the company is rapidly becoming a go-to choice for those seeking unique decor to elevate their spaces. We spoke with Jennifer Zlotnik, partner and co-founder of LUMA Walls & Decor to find out more.

LUMA Walls & Decor

What is your business called and what does it do?

Our business is called LUMA Walls & Decor

Our wall decals are proudly made in Quebec, Canada. We make decorative peel-and-stick removable wall decals that we personally love, have the appeal of wallpaper, and won’t damage any walls. They provide our clients with the utmost freedom and flexibility to create a beautiful space in minutes.

Our wall decals are made with a high-quality fabric adhesive, they are PVC-free, non-toxic, environmentally friendly and can be repositioned and reused many times.

Our goal is to design new looks that follow the current trends which ultimately allows us the opportunity to “brighten up one space at a time”.

What made you want to do this work?

Every business has a story, so here is ours…

We met for the first time in spring of 2020 in a very unconventional way during unprecedented times; through our fence with a glass of wine. After many days, which then turned into months of building a friendship through our fence, we realized our similarities regarding life, interests, personalities, work ethic and our love for home decor and design all aligned perfectly.

We are both moms with young children who truly have a passion for interior decor. Having our own children opened up the world of children’s spaces and we quickly realized how much joy and fun there could be in designing kids’ spaces. We design styles for every age, however, also styles that we believe our children and your children will love!

And that is how LUMA began!

What problem did you want to solve with the business?

We know how important it is to have a beautiful and cozy space that reflects people’s unique styles. However unfortunately traditional wallpaper can be quite pricey and time-consuming to install. Therefore we knew we we wanted to introduce an affordable alternative to wallpaper which can instantly elevate a space without breaking the bank! With our product, anyone can effortlessly achieve that gorgeous wallpaper without the hassle or the hefty price tag.

Who are your clientele/demographics?

Ages 25-65. Women and men. Pregnant. New parents. Grandparents.

How does your business make money? How does it work?

1. Product Sales: Our primary source of income is selling our wall decals to our clients through our website.

2. Custom Orders: We offer custom designs to cater to specific customer requests.

3. Wholesale: We drop-ship our wall decals to Linen Chest.

4. E-commerce Platforms: We sell our wall decals on Etsy. This type of platform provides access to a wider audience and often has built-in marketing tools.

5. Affiliate Marketing: We partner with influencers or bloggers in the home decor niche.

6. Social media platforms: We have an online presence on Facebook and Instagram which generates sales as well as ongoing social media advertising.

Where in the city can we find your profession?

We are located in Dollard des Ormeaux the suburbs of Montréal, Quebec

What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.

“What sets your wall decal business apart from your competitors?”

By offering non-toxic, PVC-free wall decals, we are prioritizing the safety and well-being of our customers. This can be a significant selling point, especially for customers who are concerned about the potential health risks associated with PVC. By emphasizing the non-toxic nature of our products, we are positioning our business as a more environmentally friendly and health-conscious option compared to competitors who sell vinyl wall decals containing PVC. This can help us attract customers who prioritize sustainability and want to create a safe and healthy environment in their homes.


What is the best part about what you do? What is the worst part?

The best part of running a wall decal business

1. Creativity: Designing and creating unique wall decal designs is a highly creative and fulfilling process. It allows us to express our artistic abilities and bring our ideas to life.

2. Customer Satisfaction: Seeing customers happy with their wall decals and receiving positive feedback is incredibly rewarding. Knowing that our products have enhanced someone’s home is incredibly exciting.

3. Entrepreneurial Freedom: Being our own boss and having the freedom to make decisions and shape the direction of our business is empowering and exciting.

The worst parts of running a wall decal business

1. Production Challenges: Dealing with the production process, including sourcing materials, printing, cutting, and packaging, can be time-consuming and complex.

2. Competition: The wall decal market can be highly competitive, with many businesses offering similar products. Standing out and attracting customers in a crowded market can be a constant challenge.

3. Marketing and Sales: Promoting our business and reaching potential customers can require significant effort and resources.

What is your favourite joke about your own profession?

Why did the wall decal business owner become a comedian?

Because they knew how to STICK to the punchline!

Where can we follow you?

Website | Instagram | Facebook

PAY IT FORWARD: What is another local business that you love?

Little World Boutik and Liv Jewelry


About Emilea Semancik 74 Articles
Emilea Semancik was born in North Vancouver. Emilea has always always wanted to work as a freelance writer and currently writes for the Vancouver Guardian. Taking influence from journalism culture surrounding the great and late Anthony Bourdain, she is a recipe author working towards publishing her own series of books. You can find her food blog on Instagram: