My Start-Up Story: Founder and Managing Director of Enthire Suzanne Carroll
As the founder and MD of premium furniture rental and space curation business Enthire, Suzanne Carroll is redefining how events, activations, and pop-ups come to life. With a sharp eye for detail and a deep understanding of spatial storytelling, Suzanne leads a passionate team that transforms spaces into unforgettable experiences.
Like many great ideas, Enthire was born over a bottle of wine with a friend. I was planning my Covid wedding and couldn’t find the type of premium, design-led furniture I needed. As we talked it through, it became clear there was a real gap in the market for furniture that didn’t just fill a space – but elevated it.
What inspired me was the chance to bring something fresh, thoughtful, and design-focused to an industry I already loved.
Three years in, my “why” hasn’t changed: I want to help our clients create beautiful, meaningful events through furniture that transforms ordinary spaces into extraordinary experiences – while keeping wellbeing and care for the planet at the heart of everything we do.
Working in events, I constantly saw furniture treated as an afterthought on a checklist. I knew it could be so much more. What started as rental has now evolved into stage design, space curation, and transforming environments in a way that actually shapes the experience.
And of course, I loved the idea of being my own boss – creating something from the ground up and seeing how far it could go!
My biggest business goal is to completely redefine how events are experienced in Ireland – creating a movement where design, sustainability, and wellbeing sit at the centre of every gathering.
The importance of transparency
My friend and I started Enthire with €3,500 each from our savings. We bought 36 pieces for our capsule collection and kept costs extremely low. We both worked full time while building it. When my friend emigrated in 2023, I bought the business and became the sole owner. Today, we have nearly 4,000 items available to rent.
I did the LEO Start Your Own Business course, which gave me a great foundation. My biggest lesson was learning to outsource what I struggle with. Finances were first on the list! The best financial advice I have ever received was: don’t offer discounts at the beginning. It’s much harder to increase your prices later. I was transparent from day one that we couldn’t discount and now, a few years in, we can support clients’ budgets without compromising our value.
I don’t think the Irish education system supports entrepreneurship. It’s very academically driven. Transition Year was the one place I really felt myself – planning trips, events, anything creative. Looking back, it makes sense that I ended up working in events.
What’s encouraging now is the increased support for young women; we work with The Shona Project and it’s such an incredible organisation empowering girls in so many meaningful ways.
Fears, doubt and risk-taking
I think it’s normal to experience fear and doubt as an entrepreneur. Every new investment, every hiring decision, every expansion comes with uncertainty. I try to reframe fear as excitement: if it scares me, it usually means I’m growing.
I’m also extremely lucky to have an incredible business mentor, Niamh Ennis, who supports me through the highs and lows. Having someone in your corner matters when you’re doing this on your own.
To be, as a business owner, staying authentic is everything. I never want to lose sight of who I am or where I came from. Kindness and respect are non-negotiables for me and I expect the same in return.
I take risks, but they’re always informed. I don’t gamble: I gather the information, weigh it up, and then make the move.
Ambition is about creating something I’m proud of while lifting others as I grow. It’s staying curious, creative, and committed to improving: all while staying grounded in my values.
Persistence is key
Determination, adaptability, and self-belief are essential qualities for a resilient leader. You need persistence when things go wrong, flexibility to pivot, and the confidence to trust yourself even when the path isn’t clear. And staying anchored in your values helps you withstand the harder days.
Reiki helps to support my wellbeing. It’s my non-negotiable. I’ve gone to Deirdre from Simply Healing for over five years, and those sessions ground and reset me in a way nothing else does. I’ve told her she can never retire!
I love team building. I thrive in a team environment and the people around me are the reason we’ve grown so fast. We bounce ideas, co-work, and support each other. By January 2026, we’ll officially have seven people and I honestly couldn’t be more proud.
When it comes to delegating, I’m improving (though my sister and Head of Operations might say otherwise!). With imminent expansions into Limerick and Belfast, I’m focusing on future-proofing the business by delegating day-to-day operations so I can be on the road more. To grow, you have to let go and having the right team makes that possible.
Work-life balance is exactly that, a balance, and the ratio changes. Sometimes it’s more work; sometimes it’s more life. My husband is a chef and also runs his own business, so we understand each other’s pressures. We guard our Sundays fiercely and we travel whenever we can, to properly switch off.
Peaks and troughs
My favourite part of running Enthire is the moment a client sees a transformed space for the first time. Watching an idea in my head become a reality never gets old. Least favourite? Receipts. Ann, who manages our books, will agree!
Applying for The Pitch at the Mansion House was an incredibly rewarding risk to take. I was exhausted, heading to the airport for a trip to Thailand, and nearly didn’t apply. It was the last day for submissions, and I just thought, “Why not?”
I never expected to become a finalist – but pitching off-script for seven minutes to a room of 200 people was exhilarating. Completely outside my comfort zone… and the best experience I’ve ever had in business.
In terms of advice for budding entrepreneurs, I would say: go for it, but go in with your eyes open. It will be the hardest thing you ever do: long hours, sacrifices, pressure, and sleepless nights worrying about things no one else even knows about.
But it will also be the most rewarding, energising, life-changing thing you ever choose. You get to create your own path, make your own decisions, and build something that matters to you. Be proud of what you create. We’re here for such a short time: why not make it meaningful?
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