Lindsay Nicol, founder of The Wallpaper Concierge, is redefining the way people experience wallpaper—making it more personal, less intimidating, and genuinely fun. Based in Austin, her hands-on, in-home approach bridges the gap between trade-only showrooms and overwhelming online options, helping homeowners confidently choose wallpaper that truly fits their space and style. What began as a frustrating DIY attempt has since grown into a thoughtfully guided service that turns walls into meaningful design moments.
What sparked the idea for The Wallpaper Concierge?
I built this business because I desperately needed this business. A few years ago I tried to wallpaper my entry hallway and hit wall after wall (pun intended). Most of the local sources were trade-only, so I was stuck ordering samples online and hoping for the best. I spent way too much on samples I ended up hating, then ordered from a company selling bad quality dupes and lost more money sending it back.
I was about $300 in with nothing on my walls to show for it. That was the moment I realized I couldn’t be the only one experiencing this problem and The Wallpaper Concierge grew from there.
Your business is such a great niche. What problem were you seeing in Austin homes that you knew you could solve differently?
Thank you! The big gap I kept seeing in Austin is that there really aren’t true wallpaper stores open to everyone. Most places are trade-only, or they carry just one narrow type of product. Regular homeowners are left trying to figure it out online, which is really tough as pixels can’t show texture, color, or finish, and it’s hard to know what to order or how much you actually need.
Interior designers are amazing, but hiring a full designer can feel like too much when you just need help choosing and ordering the right wallpaper. I built my service to sit in that middle space; focused, specialized, and accessible.
What’s something most people get wrong (or feel intimidated about) when it comes to wallpaper?
Most people get tripped up on sizing and materials. Wallpaper is kind of the wild west. There’s no universal standard for roll width, roll length, pattern repeat, or match. Two papers can look similar online and require totally different quantities once you do the math. That part alone makes people nervous, and honestly, it should because mistakes get expensive fast.
Material choice is the other big one. Not every wallpaper works in every room. For example, I’d never put traditional grasscloth in a bathroom because of moisture and mold risk, but a lot of people don’t know that until it’s too late.
A big part of what I do is education. I want people to feel clear on how much to order, what type to use, and why — so they can move forward with confidence instead of guesswork.
Walk us through what it’s actually like when you show up for an in-home consult — what can clients expect, from the first knock to final selection?
My goal with every consultation is to take something that can feel overwhelming and make it easy and actually fun. I show up with hundreds of samples from 35+ vendors and we go through them together in your space. You’ll be able to see color, texture, and scale on your own walls, which makes choosing so much easier.
We pin up favorites where they’ll live and narrow from there. If nothing clicks right away, I pay attention to what you’re reacting to — like scale, palette, mood — and use that to build a follow-up mood board that’s more dialed in to you. I also take exact measurements, calculate quantities, and walk you through which materials make sense for the room that fits your budget.
Once you choose a paper you love, I take care of ordering and can coordinate installation with my trusted installers. It’s guided, hands-on, and start-to-finish supported.
Austin has such a distinct vibe. How do you see that reflected in the wallpaper styles people gravitate toward here?
Austin is such a melting pot of people and backgrounds, and you can really see that in how people design their homes. In some cities you start to notice a dominant look — for example coastal classics, mountain cabin, desert modern — but Austin doesn’t really move as one aesthetic lane.
Here, every project feels different. One day it’s a bold color and oversized pattern, the next it’s soft texture and subtle tone. I’m constantly being asked to install completely different motifs and moods, and I love that. It says a lot about the people who live here.
There’s a strong sense of personal style in Austin homes. People want their spaces to feel like them, not like a template, and that makes this work interesting every single day.
What’s been your favorite project so far — one that made you step back and say, “Yep, this is why I love what I do”?
It’s funny, it’s less about one specific project and more about this experience I keep having over and over. Clients come in certain they know what they want. I bring exactly those types of designs, but once we start laying everything out and they really dig through the collection, they almost always pivot, falling for something completely different than what they had in mind, and loving it even more.
That’s the part I love most. Hearing, “I would have never chosen this without you,” and watching it become their favorite thing in the house. I get to help people uncover parts of their creative vision they probably wouldn’t have found on their own. It leads to more personal, more interesting spaces, and it honestly feels good to help someone find something that feels unexpectedly like them.
Are there certain rooms where wallpaper really shines or surprises people the most?
Yes! Ceilings!! There has been a huge influx of people wanting something showstopping on their ceilings and it really is a wonderful canvas to add some joy.
For someone wallpaper-curious but commitment-shy — what’s your best encouragement?
Wallpaper isn’t what it was 30 years ago, when you had to layer new rolls on top of old ones every time you got sick of it. With the right materials, it can come off cleanly when you’re ready for a change. Nothing is permanent.
I like to think of it as a multi-year tattoo. It’s art that reflects who you are right now, but unlike a real tattoo it doesn’t have to stay forever.
What trends are you loving right now, and what do you think will always feel timeless?
Color drenching! I am seeing so many walls with vibrant colorful wallpaper and ceilings and trims with colors to match. I love this trend — it is so bold and fearless and so opposite of the years of sad beige neutral. Timeless? A wainscoting wallpaper combo. Something about that combo is peanut butter and jelly. A cheese and cracker if you will. It will never go out of style.
What’s next for The Wallpaper Concierge?
World peace! And perhaps more wallpapers in the homes and businesses of people worldwide.
One Last Thing…
Favorite restaurant in Austin?
Red Ash. I could eat their Gnocchi every day.
Favorite Austin music venue?
Mohawk — especially the outdoor stage.
Best place to shop in Austin?
Room Service Vintage — but all vintage stores in Austin are incredible.
What’s your favorite Austin neighborhood and why?
I’m biased because I live here, but Cherrywood is a really special place. Our community is so social, community centered and really feels like Austin. It also doesn’t hurt being so close to the heart of the city.
Contact
Lindsay Nicol
(781) 789-3051
wallpaperconcierge@gmail.com
www.wallpaperconcierge.com
thewallpaperconcierge