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Successful homewares business branding tips you need!

August 28, 2019 1 Comment

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When stylist, curator and brand consultant Julia Green was looking to showcase the latest line-up of Greenhouse Interiors wares she chose a novel alternative to the traditional trade fair. Taking over an entire St Kilda home (including relocating the family that lives there), Julia set about creating the ultimate โ€˜Greenhouse Interiorsโ€™ abode ย โ€“ think texture, fun, beautiful art and a kaleidoscope of colour. By all accounts the immersive experience was wonderfully received and you can check it out yourself via the pictures in this story.

A pic from Greenhouse Interior's recent St Kilda trade fair
A pic from Greenhouse Interior’s recent immersive trade fair

โ€œWe dressed every bed in our linen, hung all of our new art collections, burnt our bespoke candles, put our hand soaps in the bathroom and encouraged all visitors to truly experience what itโ€™s like to live in amongst our wares and by all accounts people loved it,โ€ says Julia who squeezed extra promotional mileage out of the stint via the creation of a short video tour of the space and a lovely suite of still imagery. And according to Julia, the whole venture was produced for a fraction of the traditional trade fair costs.

Julia Green
Julia Green

With 10 yearsโ€™ experience working on over 40 start-ups, Julia has become highly sought-after in the interiors industry โ€“ an industry that has changed monumentally with the advent of digital marketing, social media and online shopping. โ€œI began my career in this industry just prior to the interiors explosion, excessive noise and competition, before ‘The Block’ rose to fame, and in era where things were done in a ‘certain’ way,โ€ says Julia. With retail goal posts changing on the daily and more competition than ever before, the changing retail landscape means only the most nimble will survive.

Greenhouse Interiors

โ€œThere is an increased number of people vying for their share of the market โ€“ it’s noisy. Also, the days of owning a store only, without an online presence, are gone. The savvy marketers all seem to have a bricks and mortar presence but are using it as a hub for a more active digital footprint,โ€ says Julia who shares her top tips for brand success with us today.

Hobby vs full-time
While most creatives donโ€™t have the luxury of giving up their day job in the first instance, Julia believes itโ€™s important to eventually make the jump to ensure your brandโ€™s success. ย โ€œYou need to know when to tip the balance from hobby to full time maker/creator. Dabbling rarely works, but commitment usually does,โ€ says Julia.

Greenhouse Interiors

Creative vs salesperson
Diametrically opposed in some respects, itโ€™s no surprise to hear that creative people are often not that great at selling their wares. โ€œI often refer people to outsource this part if it is not their skillset, so they can concentrate on making and not be distracted by customers!โ€ says Julia.

Greenhouse Interiors

Storytelling
โ€œEnsuring they take their fans on a journey is key. Itโ€™s like telling a story. People want to know WHO they are buying from,โ€ says Julia. From static imagery to video content, embracing the digital realm is key to this aspect of winning the brand war. โ€œBrands need to have a ‘face’ for the public and not just push their sales pitch. Brands must sell a lifestyle and not a product,โ€ says Julia.

Greenhouse Interiors

The power of pictures
โ€œIn our industry, there is no denying the importance of the visual, and the tactile. People want to see inspirational imagery that promotes a lifestyle they wish to be a part of. Producing imagery and video is expensive, undoubtedly. But there are some economical ways to do it, that don’t all revolve around a crew of 20 with expensive equipment,โ€ says Julia who has found that brands almost always get their ROI in this regard though the resulting imagery must end up in the right peopleโ€™s hands โ€“ magazines, influential blogs and the like.

Greenhouse Interiors

Social media
โ€œI’ve learned and have seen first-hand the power of social media, and the influence it has. I run an excellent workshop on this and teach people how to maximise their influence here,โ€ says Julia.

When it comes to social media, Julia believes a brand must have a clearly defined point of difference that can be articulated in 30 seconds or less, must maintain authenticity at all times, provide outstanding customer service (nobody wants to wait anymore) while creating a โ€˜storyโ€™ (as mentioned above). โ€œPeople want to know who you are out. Come out from behind the camera even if it pains you. Failing that, get a staff member to do the honours,” says Julia.

From a phone consult to a full day in person with an individual or company, Julia is now formally available for brand consulting. โ€œThis service is not a one size fits all, as I like to review each business, and find their strengths and weaknesses before delivering change on a platter. In short, after consulting to over 40 start-ups in a decade, many going on to become household names, I have a good idea of a recipe that is foolproof, and my recipe is up for sharing!โ€

ย For more | Jumbled: Ruling homewares retail on the global stage!

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Not many friends in life fall into the unofficial Not many friends in life fall into the unofficial family category and they're a special gift. So ends three weeks with @danisteve81 who left her husband and son in the UK (I'm forever grateful they lent her to me!) to come and cheer me up and help me in the most practical ways after I spent Christmas and New Year in hospital. There were tears and I miss her so much already but how amazing to have had all that time together as adults. Such a rare treat and would never have happened without having been through something so challenging. Silver linings and all that. So many other friends have also been incredibly thoughtful and kind. There aren't many times I'd say this without cringing but I am 100% blessed!

I still cannot believe we have been friends since we were 12! 12! Are you still close with your childhood besties?
The renovation of this 80s beach shack @camillo_ho The renovation of this 80s beach shack @camillo_house is a work of art and while almost every surface was updated, the decision to keep the original slate floor was genius if you ask us. 

Owner @clarehillier__ says: "With its purple, pink, red and brown tones, the slate was the starting point for our interior palette."

Come and check out the before and afters via link in bio now and read the reno story. It's a real beauty.

And you can book it for your next holiday too!

Blair Smith Architecture @kateshanasy

#slatefloor #slatefloors #80shouse #80sbeauty #camillohouse #interiorsblog #interiorsblogger #interiorsaddict #theinteriorsaddict #jenbishop #realreno #holidayhousesofinstagram #morningtonpeninsulahomes #morningtonpeninsula #morningtonpeninsulasmallbusiness #blairgowrie #blairgowriebeach #airbnbstyle
Me and my boys ๐Ÿ’— Me and my boys ๐Ÿ’—
Just a couple of dorks who've been friends for thr Just a couple of dorks who've been friends for three decades going out for a child-free dinner ๐Ÿ’“๐Ÿ˜
Excuse me while I die of a cute attack ๐Ÿฅฐ @damia Excuse me while I die of a cute attack ๐Ÿฅฐ @damianfrancis 

This doesn't happen often these days!
Hello friends! Just thought I'd say hi. Two weeks Hello friends! Just thought I'd say hi. Two weeks since leaving hospital and I'm doing much better than I expected to be at this early stage. A long recovery road ahead but making progress in how much I can move my arm and although I drag myself through some days non-stop yawning, others I can go for a little walk or out for lunch before collapsing on the couch! I can now tie my own hair back and put on a real bra which is very exciting ๐Ÿคฃ Having my bestie here to help us with the boys, drive me places and just be brilliant positive company is the best thing I could have asked for not to mention the many Dinner Ladies vouchers from friends! Thanks for all your kind messages, cards, flowers, gifts and offers of help โค๏ธ
I definitely feel like a statistic now but hoping I definitely feel like a statistic now but hoping to raise some awareness off the back of my misfortune (and also very lucky escape).

@newsouthwaleshealth have just put out this warning about a rise in serious bacterial infections. iGAS (invasive group A streptococcus) is what caused my necrotising fasciitis and sepsis.

Apparently there's similar happening in VIC too.

It's extremely rare but very serious nonetheless so please have a read and be aware of symptoms. I've linked to the article from a button via my link in bio.

#interiorsaddict #jenbishop #necrotisingfasciitis #groupastrep #groupastreptococcus #sepsis
While new technologies continue to shape the inter While new technologies continue to shape the interior design scene, one that has been getting a fair bit of traction of late isย marble-look porcelain. A cheaper alternative to natural stone, the latest printed porcelain tile technology makes it difficult to distinguish from the real thing.

Founded by husband and wife duo Anton and Rita Bourtsev, Sydneyโ€™s @kaolintiles has a unique offering in this space with over 100 different marble-look tile designs in small and large formats.

More via link in bio now.

#porcelain #porcelaintile #porcelaintiles #largeformattiles #largeformattile #marblelooktiles #bathroomtrends2023 #interiorsaddict #theinteriorsaddict #heartyourhome #realrenovations #goldsink #brasssink #jenbishop #kaolin #kaolintiles #interiorsblog #interiorsblogger
Promise this is the last wretched hospital photo I Promise this is the last wretched hospital photo I'll post and I hope to be home and with my lippie back on by Monday. You know it's serious when I'm lipstick free, right?!

This was about a week ago in intensive care. And although my arm is still bloody sore I'm now on a normal ward and no longer attached to any drips, drains or a catheter. I've come a long way.

This has been the most physical and mental challenge of my life but I'm through the worst. I kept my arm. The doctors saved my life.

I cannot say it enough times. If you're worried about your health, don't hang around. Things can change so quickly. 

A huge thanks to my amazing husband @damianfrancis We've had the hardest year yet and our marriage has never been stronger, even if my rings did get cut off my finger in hospital ๐Ÿ˜œ

As great of a job as he is doing at home with the kids, I cannot wait to get home now. Countdown is on to a new year and a fresh start.

And I can't say enough just how overwhelmingly grateful I am to all the medical professionals involved in my care, from the @healthdirectaus nurse who sent me to Emergency to the exceptional surgeons, doctors, nurses and support staff.

Happy New Year, everyone. Remember you never know what's around the corner and this is not a dress rehearsal!

And huge thank you for all your kindness here. Has been amazing while stuck in bed.

Xxx

For those who missed it, I was unlucky enough to get necrotising fasciitis. You'll have to Google it.
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Amy Collins Walker

About Amy Collins Walker

Amy is our regular feature writer, an experienced journalist and interior stylist living in Perth, Western Australia. Find out more about her styling work at http://www.amycollinswalker.com/

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  1. AvatarSlideasy Doors says

    August 30, 2019 at 8:07 pm

    Thanks for sharing

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