James Oliver can thank HGTV for his business idea. In June 2011 his wife, Ayana, called him upstairs to watch a couple decorating their living room. “They were hanging wallpaper that had a collage of their family photos,” recalls Oliver, a father of twins. “They said anyone could do it, but I couldn’t find how to do it anywhere.”

Oliver, a self-employed small-business strategist, saw an opportunity. Without giving up his consulting work, Oliver found printing and distribution companies and created WeMontage’s sample product: a photo collage printed on removable wallpaper.

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