How a Flea-Market Purchase Became a Digital Design Start-Up
For Gretchen Hansen, the idea for a new business was sparked by the sight of something most AD readers would agree is very inspiring indeed: a pair of pink Milo Baughman chairs at a flea market. With the perfect chairs and nowhere to put them in her home, Hansen was spurred to create an online design service that would let users connect with top interior decorators in just a few clicks. Today, Decorist is one of the most forward-thinking platforms in the marketplace, using 3-D technology and video to make design truly digital . The San Francisco-based company’s blend of innovative technology and reputable designers (its roster includes the likes of Celerie Kemble and India Hicks) is making access to beautiful interiors easier and more efficient. AD caught up with Hansen to chat about her aha moment, technology in design, and taking the guesswork out of home purchases.
Architectural Digest : What was your mission in starting Decorist?
Gretchen Hansen: Like many people in the U.S., I had always been my own interior designer. While that was fun and creative, it was also stressful and overwhelming. Often, I found that I just wanted help pulling a room together. Then, two years ago, I was remodeling my home in San Francisco and bought two chairs for my new office. They were perfect—bright pink Milo Baughman 1970s lounge chairs—that is, until I actually put them in my office. Once there, everything was wrong about them: the style, the color, the scale. I called a friend who is an amazing designer and told her of my dilemma. She asked me to send her photos, and three days later she showed up at my house with a rug, a table, and a pillow, and completely transformed my office. The chairs now looked amazing, and the whole room was pulled together. She did all of this just from seeing photos of my space and knowing my style. Right then, I knew this was something millions of people would love—virtual design advice that was easy and affordable—and we started building Decorist immediately afterward.
AD : What’s the niche in the market you’re hoping to fill?
GH: We are right in between someone using a traditional interior designer and DIY. There is a perfect storm of opportunity in the market right now, created by two forces: the huge proliferation of online inspiration and the instant availability of millions of well-designed, affordable products. People now have a good idea of the look and feel they want to achieve in their home, but they are overwhelmed with how to achieve it. They’re looking for someone to help them pull the look together—to find those great products that fit their style—and make their dream room come to life.
AD : Who is Decorist’s ideal client?
GH: Core to what we do is create a relationship with our clients. While our designers don’t meet our clients in person, the average online interior design project has over 50 interactions with client and designer. We love clients who give feedback, and lots of it. That way we can really nail your dream room. Design is such a personal, iterative process, and we are there with you every step of the way.
AD : How do you think you compare with competitors in the online design services field?
GH: We focus on great design and visualization. Only on Decorist can you get designers of such an incredible caliber. We have three designer levels: Classic, Elite, and Celebrity. Classics are newer designers who have great talent, Elites have five or more years of experience, and Celebrities are amazing talents like Celerie Kemble, Tamara Honey, and India Hicks who have been nationally published—like in AD!
AD : What’s the most innovative thing about Decorist?
GH: Our technology platform. It connects clients and designers so they can form great online relationships, makes the decorating process better and faster, and allows for amazing visualization of a client’s newly designed room. Our 3-D rendering process lets you see your room exactly as it will look before you purchase one piece of furniture—no guesswork or worry that it might not look perfect. It’s a major wow to our clients!
AD : How do you see the company growing in the future?
GH: First, we will continue to expand our designer network. We are picky about who we bring on and want to build out the already great network we have; this gives more opportunities to great designers, and even more choice to consumers in their design. Second, we will focus on developing design solutions on our platform that incorporate the latest technologies. We know that visualization of your space before you commit to a big purchase is a really important driver of client happiness, particularly if there is more than one person involved in the design decision. We use technology to take all the guesswork out of the equation, and that really changes the game for interior design.
Related: See More AD Innovators