Meet Taylor Dean of Tart By Taylor
Taylor Dean started making quirky pandemic crafts in her parents’ kitchen. Now, Tart By Taylor is a bold, unapologetic home decor brand led by a nine-woman team in Dallas and sold in over 2,500 stores. Image: Tart By Taylor
What started as a quirky pandemic craft in Taylor Dean’s parents’ kitchen has exploded into Tart By Taylor — a bold, unapologetic home decor brand now sold in over 2,500 stores. Based in Dallas and powered by an all-women team, Tart is known for its cheeky coasters, colorful acrylic trays, and wildly giftable goods that blend humor with chic design.
Can you describe when your creativity took flight and how that playful “quarantine craft” evolved into a growing business?
Tart By Taylor was born out of an accident during a slow, bored stretch of COVID. I have always been creative, so I started making our pill coasters just for fun, with no plan to sell them or start a business. Friends and family loved it, and before I knew it, I was making more to send to people who asked for them.
As word spread, orders started coming in from people I didn’t know, and I realized this little passion project had real potential. That spark of creativity, paired with a lot of trial, error, and late nights, became Tart By Taylor — a brand built on bold design, high-quality craftsmanship, and a sense of fun that still guides everything we make today.
From resin and real pills to colorful acrylic trays and frames, how did your design aesthetic develop over time?
My style started with curiosity and a love for things no one else was doing. The playful, rebellious pill coasters set the tone, and I soon began experimenting with bold colors, graphic patterns, and statement pieces. We believe much of our success comes from creating products no one else is making, rather than following trends.
You now design, manufacture, and ship all products in-house from your Dallas studio. What were some of the biggest early challenges?
One of the biggest challenges early on was figuring out how to take something I was making by hand in small batches and turn it into a repeatable, scalable process without losing the quality or personality of the product. I had to learn quickly how to source materials, invest in the right equipment, and train a team that could bring my vision to life.
It has truly taught me that owning a business is not for the faint of heart, and I have so much respect for other small business owners. It’s also pushed me to tackle challenges I never imagined — super fun things like the fact that shipping boxes come in different thicknesses or that some pills float while others don’t. Who knew?!
Being in Dallas seems central to your brand story. How does the local culture and energy influence your creative process?
Being in the heart of Dallas is a huge part of our brand. The city’s creative energy, bold style, and supportive small business community inspire me daily. I also just love the South. Growing up in Dallas and going to school in Arkansas taught me that Southerners are simply the best. They love to support their hometown hero, and we truly have the most amazing customers and stores.
I also think Dallas is bold and colorful, just like us. Our northern stores often ask things like, “What’s with the boots …?” and we love that we can really lean into it. Southern style is big personality, just like us — big, bold, colorful, and loud.
You’ve partnered with some of our favorite Southern artists. What does that creative collaboration look like behind the scenes?
We love partnering with other artists. It is such a great way to introduce new audiences to each other’s brands while focusing on collaboration rather than competition. It’s a lot of work, but it usually starts with scouting like-minded artists and sending a simple cold reach-out.
From there, we work together to choose artwork that will shine on our products and create samples. Once everything is approved, the real fun begins with logistics, product photography, product launches, influencer gifting, etc!
What is your dream collaboration?
There are so many incredible artists out there, but we’ve found the most success working with those who have not yet been tapped or are not overly mainstream. I love discovering unique styles of artwork — like B. Shawn Cox’s lenticular prints or Tat Frederick’s edgy pieces. Those unexpected, fresh artists inspire me most for a dream collaboration.
When conceiving a new collection, what is your process from concept to production?
I wish I had the perfect formula for this, but it’s honestly so random. To put it simply, we create things we want to use in our own homes or gift to our friends. I usually start with a spark of inspiration or personal need … It might come from a color palette I love, a trend I’ve spotted, or even something completely random, like a cool handbag or wallpaper.
Deciding which themes or categories to explore next often comes from a mix of instinct, customer feedback, and watching what’s happening in the market, while still focusing on creating pieces that feel unique — again, something no one else is doing yet.
How many people make up your company today?
We are proudly women-owned and fully operated with an amazing, small yet mighty team of nine. It’s wild to think about, because we now offer nearly 400 products and are carried in more than 2,500 stores. Needless to say, we’re a group of true hustlers.
What does your day-to-day look like now?
My day-to-day is truly a little bit of everything, and, if I’m being honest, a lot of chaos. I get my best work done around 2 a.m., and my brain never really shuts off. I recently listened to a podcast with Jason McGowan, the founder of Crumbl, who talked about “firing himself” from certain jobs to focus only on the things that move the business forward. My big goal this year is to start handing off more tasks to my team so I can put my energy where it matters most.
I understand the importance of a founder story and being the face of the brand. (While it may not seem like it, it’s something that really doesn’t come naturally to me — I actually don’t like being in front of a camera.) However, showing up on camera and sharing that personal connection is something I’m working to prioritize this year.
When inspiration isn’t required, how do you unwind?
I love to travel and pretty much never say no to a trip — a good and bad thing, I guess! I’m super close with my family, and most summer weekends are spent at my lakehouse with them. I recently remodeled a new home, which has been such a fun, creative outlet. If you think Tart By Taylor is colorful, you should see the twelve-year-old’s dream house I just built! I also love hosting and catching up with friends over a cocktail.
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Zoe Yarborough
Zoe is a StyleBlueprint staff writer, Charlotte native, Washington & Lee graduate, and Nashville transplant of eleven years. She teaches Pilates, helps manage recording artists, and likes to "research" Germantown's food scene.