Jocelyn Howard: Painter and Interior Designer
"It's not a man's world" 
Jocelyn Howard is a woman not afraid to tackle an industry dominated by males. While homes and domesticity were once traditionally the domain of women, it is males who dominate the fields of painting and interior design. Consequently, female clients are challenged when seeing eye-to-eye over issues such as colour, detail, form and light.
According to the Star Newspaper in Werribbee - this is where Jocelyn and her team step onto the scene, to provide a service in which ideas of design and colour won’t get lost in translation.
Jocelyn decided to tackle this from a new perspective: by renaming her business to ‘Painter Chicks’ and positioning it with a strong emphasis on the skills women have to offer. She has created a whole new demand for painters and interior decorators possessing 'a woman’s touch'.
They wear pink; they know their stuff; and they’re changing the face of trades in the West. While trades have been traditionally considered a male domain, the founder of a Werribee-based painting and decorating firm, Jocelyn Howard, believes her gender is a commercial advantage.
Jocelyn works with her colleague Joanne Sheahan, who, when they came to the realisation they were in demand because of their gender, decided to “make it obvious we are chicks.”
They wanted to appeal to their target market – women – who are the primary decision-makers for decorating most homes. The Painter Chicks recommend fabrics, textures, colours and furniture to women who may not have anyone to discuss their interior design ideas and requirements with.
Both women were initially quite new to the industry – with Jocelyn returning to work after children, and Joanne's career being mainly Government roles.
However, they aren’t the only staff, nor are the Painter Chicks solely made up of women. They employ three full-time staff and one part-time labourer.
Jocelyn tells The Star that there was no gender divide between the Painter Chicks and the blokes. “We all get along,” she said. “We have a joke and a bit of a muck around.”
Jocelyn says it’s crucial to invest in trained staff. This is one of the reasons why Joanna is completing a painting apprenticeship to become fully trained – and will become a business partner, not just colleague, with Jocelyn.
Best part?
Working nine to five and getting six weeks annual leave to coincide with Christmas and school holidays.
Typical day?
The team work alongside electricians, plumbers, concreters, carpenters and cabinet makers, splitting jobs to work around families who still live in their homes while the team complete their work.
Any Advice?
Joanna says that our culture pushes teenagers to enter university – and not to be afraid to enter a trade. Children are pushed to stay in school longer, irrespective of whether they suited a blue or white collar career. “Maybe we shouldn’t be pushing kids into university when they would be better off doing something else”.
Article submitted by: Linda Nall, www.MEGT.com.au