Today we’d like to introduce you to Carly Sioux.
Hi Carly, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today.
No Era began in 2019 in New Orleans as an art collaboration with my then-long-term partner. Our first project was an experimental monochromatic photo installation, aesthetically similar to the Barbie movie in fact, called ‘Bedwomb.’ We explored the theme of pink on pink, blending classical imagery with nostalgia to create photographic still lifes aimed at symbolically demystifying the womb. We even painted the gallery walls pink. Initially, I had reservations about how the work would be received, but the response was overall very positive and we sold several works from the project. During the Pink Era, we also created our own ‘Bedwomb’ bedroom design that was an Instagram sensation. The entire bedroom suite sold out within a week of listing the collection online.
Then came the pandemic. Amidst the chaos, we saw an opportunity. People were offloading their furniture for cheap, so we masked up and traveled as far as Arkansas in our sprinter van, collecting unique pieces everywhere we went. We took advantage of a historic Creole cottage in Treme, a 2400 sq ft short-term rental space that was struggling due to the pandemic. This space featured a massive backyard, screened-in porch, and a covered deck bigger than most people’s living rooms. This space became the venue for our speakeasy pop-up shop. No stores were open at the time, and there were massive delays in shipping and production because of the pandemic, so we capitalized on the situation. We were the Great Gatsby of vintage furniture and that is the real story about how No Era got its start.
Taking over No Era in 2021 marked the beginning of a significant transformation. I shifted the focus from being primarily retail-oriented to adopting a more service-oriented approach. With the rise of furniture flippers and Instagram sellers, I realized I didn’t want to engage in the relentless hustle and physically demanding work associated with constantly rotating inventory. Instead, I embraced a radically different approach. First, I became more mindful of what I collected and focused on more upscale, rare, or unusual designer furnishings. My aim was to offer unique, distinctive pieces, even if it meant spending more to acquire them. My background as an artist began to significantly influence how I curated and marketed my finds. This artistic lens led me to invest more deeply in the presentation and promotion of my collection. Gradually, I began art-directing design campaigns and producing experimental product reels to showcase my wares. This creative approach not only set me apart from the competition but also carved out a unique niche for me in the entrepreneurial landscape.
Presently, I am operating No Era from a charming historic warehouse space situated in the Camp Washington neighborhood of Cincinnati. This remarkable building dates back to 1901 and is an architectural dream. My unit is a corner lot, so I have two walls adorned with oversized windows, exposed brick walls, vintage wooden floors, and an abundance of natural light. The decision to relocate from New Orleans was bittersweet, considering the significant time and investments I had made establishing myself there. However, I firmly believe that this strategic move will pave the way for even greater long-term success. I’ve already been feeling the love and am so happy to be here!
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
2021 was a challenging year for me personally and professionally. I navigated the end of my relationship with my long-term partner, who was also intricately involved in the business. During this time, I endured the profound loss of my father to cancer. The onslaught of stress and grief was overwhelming, but in a way, it also propelled me to channel my energy into something positive and creative, providing a distraction from the weight of my losses. Then, in a whirlwind of events, not even a month after my father’s funeral, Hurricane Ida struck New Orleans. The necessity to evacuate for two weeks was traumatic in itself as well as caused significant disruption to life and business. However, during this forced hiatus, I stayed with a dear friend and mentor. This period turned into an impromptu two-week boot camp, refining No Era’s direction. Returning with renewed vigor, I transformed No Era into something distinctly different from its origins as a conceptual art installation and pop-up shop. Looking back, although this was a very difficult time for myself personally, those experiences were crucial for the growth and evolution of No Era.
Thanks for sharing that. So, maybe next, you can tell us a bit more about your business.
I think I’m known for my distinct and sassy online persona and content, which can be off-the-cuff and even blunt at times but resonates with the ‘NO’ in No Era. The name is also a reference to the No Wave music genre and reflects my rebellious spirit. This personality is a fundamental aspect of the No Era brand. In an era where authenticity is often scripted for likes, trends, and algorithms; I take pride in embodying my genuine self, even if it’s considered polarizing.
My background in performance art and experimental video strongly influences No Era’s content creation and marketing. Producing engaging reels and video content is a key strength. I approach content creation with a strong emphasis on creativity, even if it compromises my polling on the algorithms. My focus isn’t on achieving viral fame, as it holds limited value. Instead, I’m committed to a long-term branding strategy that sparks people’s imagination and aligns with my creative spirit. The elaborate photo shoots and video sets I design for No Era not only offer visual appeal but also significantly contribute to business success. Analyzing past campaigns, there’s a clear link between featured products and increased sales.
My last collaboration in New Orleans, ‘Femme d’Ecole,’ happened during the middle of my move to Cincinnati. Despite the timing, the opportunity to work with this amazing krewe and location was something I couldn’t pass up. Our shoot was in a quintessential French Quarter abode with ochre walls filled with a collection of art and objects resembling Peter Hone’s iconic style. I juxtaposed this Neo-Classical backdrop with 1970s Mastercraft and Postmodern furnishings—a combination that gelled remarkably well. I teamed up with a local fashion photographer, Kayla Palmer, who really took the photos to the next level. In the end, it was so worth all the effort, and I’m keen to explore similar creative collaborations here in Cincinnati.
We love surprises, fun facts, and unexpected stories. Is there something you can share that might surprise us?
Many may not know that I have a background as a drummer and singer in a Noise Punk band called Wild Bore. Additionally, I also briefly fronted a heavy psychedelic band in New York called Skull Practitioners before relocating to New Orleans. Music holds a significant place in the No Era brand, and I’m particularly selective about the sounds and songs I incorporate because it’s an important aspect of my branding. Another lesser-known facet of my life is my experience as a street photographer in New York City. For nearly a decade, I documented the underground music and nightlife scene, capturing the essence of NYC’s vibrant subculture. A lot of my music archives were published in a column for Impose Magazine called “Live on Film” because I shot bands on 35mm film.
Contact Info:
- Website: houseofnoera.com
- Instagram: @houseofnoera @noeraliving
- Facebook: https://www.facebook.com/houseofnoera
- Linkedin: https://www.linkedin.com/in/carlysioux/
- Youtube: https://www.youtube.com/channel/UCtciNUJs4eYcM-Kc0d4uoxw
- Other: Shop https://www.chairish.com/shop/noeradesigin
“War on Women’s Bodies” Film Still from Bedwomb
Femme d’Ecole Design Campaign, shot by Kayla Palmer
Nu Era: Cincinnati Art Studio
Lower Garden District Home Studio, New Orleans
No Era Bedwomb Bedroom Design
Nu Era: Cincinnati Art Studio-2
Film Still the Coastal Alien Experimental Product Reel
No Era’s Speakeasy Pop Up Shop in Treme
Image Credits
No Era
Kayla Palmer
