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Successful homewares business branding tips you need!

By Amy Collins-Walker •

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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 ‘Greenhouse Interiors’ abode  – 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

“We 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 it’s like to live in amongst our wares and by all accounts people loved it,” 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 years’ experience working on over 40 start-ups, Julia has become highly sought-after in the interiors industry – an industry that has changed monumentally with the advent of digital marketing, social media and online shopping. “I 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,” 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

“There is an increased number of people vying for their share of the market – 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,” says Julia who shares her top tips for brand success with us today.

Hobby vs full-time
While most creatives don’t have the luxury of giving up their day job in the first instance, Julia believes it’s important to eventually make the jump to ensure your brand’s success.  “You need to know when to tip the balance from hobby to full time maker/creator. Dabbling rarely works, but commitment usually does,” says Julia.

Greenhouse Interiors

Creative vs salesperson
Diametrically opposed in some respects, it’s no surprise to hear that creative people are often not that great at selling their wares. “I 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!” says Julia.

Greenhouse Interiors

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

Greenhouse Interiors

The power of pictures
“In 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,” 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 people’s hands – magazines, influential blogs and the like.

Greenhouse Interiors

Social media
“I’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,” 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 ‘story’ (as mentioned above). “People 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. “This 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!”

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

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August 28, 2019

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The idea behind this eBook was to ask all the talented design folk in Jen's little black book to share just one thing that anyone can do in their home to make it look and feel better! 

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Think you can't have a gorgeous plush white sofa l Think you can't have a gorgeous plush white sofa like these for practical reasons?

WRONG!

These stylish and super comfortable options from @jameslanedesign all have removable slipcovers, some which attach with Velcro for extra ease of taking them on and off. And you can even choose a polyester, viscose and linen blend or 100% linen. And chuck them in the wash at home! There's even an ivory boucle version with fully removable and dry cleanable covers!

And in good news for those in apartments, smaller homes or with tight entries or stairs, two of these are modular which makes moving them is a breeze.

So you CAN have it all! Hoorah!

Do you have a white sofa? Would you get one with removable and washable covers? 

Let's face it, a white sofa is a classic!

Read more about these James Lane sofas on the blog now via homepage link in bio.

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They've long been a household name for their quali They've long been a household name for their quality and stylish taps but now @phoenixtapware have added sinks to their kitchen repertoire!

There's something for all tastes and budgets (matte white or black, brushed black and stainless steel). Find out more via link in bio now.

What colours your kitchen sink? I'd love to know!

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Eliza and Liberty's (first pic) was my fave en sui Eliza and Liberty's (first pic) was my fave en suite on #theblock last night. How about you?

Swipe through to see the rest and head to the blog via homepage link in bio to see who did what, what they scored and my picks to shop the look. There was a lot to like if you ask me! And a few fails....

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Featuring in a Block "disaster" room nevertheless Featuring in a Block "disaster" room nevertheless paid off for artist @adoni.art 

Slammed for being too small, @kyleandleslie's living room was otherwise praised by the judges for being beautifully styled.

"In terms of using it as a marketing platform it’s been amazing," he said. "Even for people who don’t follow the show it’s validation that they are following an artist that’s levelling up. The exposure has translated to sales, traffic and attention and it’s everything I wanted because I’m about to launch a new collection.”

Read our chat with Adoni and see more of his gorgeous work via link in bio now.

Have you ever bought something you saw on the Block?

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Real reno: How's this for a luxe bathroom?! Natas Real reno: How's this for a luxe bathroom?!

Natasha from QLD recently finished a major reno of her Queenslander and this is her favourite room of all. We can see why!

She used @beaumont.tiles  Lux Calcutta slabs in gloss the wall and matt for the floor.

 "We have infused a Hamptons style whilst still remaining true to the traditions of old Queenslanders," she said. "Our bathroom is north west facing and captures such great morning light. We wrapped the cabinetry all the way along the vanity for ease of access for the bath, towels and accessories. We tiled all the way to the ceiling to create a more luxurious space. It's my favourite room in the house!"

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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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