Urbanwalls started in a Canadian garage 15 years ago, born out of owner Danielle Hardy’s own frustration of not being able to find cute wall decor for her shared sons’ room. With a background in graphic design, she decided to channel her creativity into something that could make a difference. She started creating removable wall decals, wallpaper, and murals to help people transform their spaces and express their personal style.
“What started as a solution for my space has grown into a business that now serves both Canada and the US – empowering people to make their rooms beautiful, unique, and easy to change,” Hardy said.
AZF: What is your “life motto?”
DH: Take one step at a time, trusting in faith and creativity to guide the way.
AZF: Did you always know that you wanted to be an entrepreneur? If not, when did you realize that it was the right path right for you?
DH: Not at all. Urbanwalls began purely as a creative outlet, with no grand plan for entrepreneurship. At the time, I had no idea what I was doing, but the barrier to entry felt low, so I decided to give it a go on Etsy. This was before Instagram and the explosion of social media, so I learned as I went, constantly trying new things and putting myself out there.
What drew me in was the opportunity to work with so many amazing people and creatives. I’ll never forget that exciting moment when I opened my computer the morning after I uploaded some mock-ups to Etsy and saw that I made my first sale. My husband and I honestly started just hoping we would sell one decal a day, and when that happened, it changed everything. Over six years, I expanded our offerings to include wallpaper and murals. What started as something small to help bring in a little extra income for our family kept growing, and I quickly realized this was the path for me.
AZF: How do you feel best supported?
DH: I feel most supported when I’m surrounded by a solid team, whether that’s my all-women crew, creative partners, or my family. It’s all about collaboration and open communication, where we can swap ideas and share honest feedback.
AZF: What motivates you to keep going amidst the challenges that come with being an entrepreneur?
DH: Like many other businesses, the past couple of years have been incredibly tough, and I’ve definitely had moments when I felt like giving up. But what truly keeps me going is the vision I hold for my family, as well as the amazing people I’ve met along the way who believe in me.
It always feels like I meet exactly the right person at the right time, and their support reminds me why I started in the first place. Knowing there’s so much potential ahead – not just for me but for everyone who’s been part of this journey – gives me the push I need to keep moving forward.
AZF: Describe your perfect Saturday morning.
DH: The perfect Saturday morning is all about slowing down. There’s nothing better than making a batch of pancakes, sipping coffee, and curling up with a good book, knowing there’s no rush or obligations. It’s the one day I keep completely open, giving myself the space to recharge and reset before the week picks up again.
AZF: What’s one piece of advice you’d give to a young entrepreneur who is just starting out?
DH: Start with what you have and keep it simple. If I’d let myself get overwhelmed by every potential challenge, I’d have never started. Let each small action build momentum. Mistakes are part of the journey. Learn from them, lean on your support network, and trust you’ll figure it out. Above all, stay connected to your passion.
AZF: What excites you most about being an entrepreneur?
DH: What excites me most about being an entrepreneur is the opportunity to collaborate with other creatives, whether it’s interior designers, artists, or fellow female business owners. I love working together to bring unique visions to life, designing custom wall decor, or transforming a brick-and-mortar space. These collaborations truly fuel my creativity and show me the power of partnership. I’m always inspired by the magic that happens when talented people come together to spark new ideas and solutions.
Learn more about Urbanwalls at uwdecals.com or by following along on Instagram @urbanwalls
About the Foundress
The Foundress is a creative community of female entrepreneurs established by Coley Arnold and Lindsey Holt, owners of Junk in the Trunk Vintage Market. The women-led networking group currently has over 120 members who receive exclusive access to mentorship from experienced female entrepreneurs and industry leaders; community gatherings that feature expert speakers and the opportunity to connect with like-minded women; as well as monthly Mastermind Groups where members can brainstorm and collaborate together.
Every Friday, AZF will spotlight a member of The Foundress and her business in the Foundress Fridays online series. Learn more about The Foundress and join the community at foundress.co.
