PS: What's been the toughest part of starting completely new in what is traditionally a tough industry?
DS: We were lucky enough to start in ecommerce, which is our whole model. I could just upload my products, and I sell them online, and that's all that was to it at first. I didn't have to go through the traditional channels of shaking hands with the regional furniture retailers. Just took pictures and uploaded them. The internet broke down all those barriers of entry. So, it was great timing to enter the business. Social media is a big part too. How to engage with the audience and really service people, their needs, all while building a customer base.
PS: You have beautiful imagery, which we think is key to selling furniture online. We love that you have your family in all the photos; it's so relatable. What inspired your brand aesthetic?
DS: That's a great point because that was one of the opportunities that I saw in the space. I saw that there weren't a lot of brands that were investing in photography and really paying attention. I would see huge companies, and they would just have blank, white background pictures, and I thought maybe something more relatable might appeal to people more. We throw a rug down. We do this thing with two accent pillows in the corner and a throw on the side. We like to put the lamp here. It looks like a normal person's home. It shows this is a sofa at an attainable level the whole family can love.
