Job Seekers should strongly consider companies whose business plan is based on better, smarter, cheaper as they are poised to take existing business away from the big guys. Like taking candy from a baby rare is there a consumer who would not want to pay less for the exact same item. Loom Décor is enabling the 84% of homeowners planning to redecorate to save up to 50% on custom fabrics. How do they do it? By cutting out the many, many middle men in the home furnishings market.
We had a chance to learn more about Loom Décor from Ashley Baker Gensler, one of the founders.
You can listen to Ashley’s Interview here and read it below:
Roy: My name is Roy Weissman from Mediajobs.com. Today we’re speaking with Ashley Baker Gensler, the founder of LoomDécor.com. Do you know that 84% of homeowners plan to redecorate in the next 2 years, but only 20% plan to hire an interior designer. Loom Decor taps into the $30 Billion dollar home furnishings market by providing this massive pool of Do it Yourselfer access to online design tools, trade-only fabrics & custom products at half the price of hiring a full-service designer.
Ashley: Hi, Roy. Thanks so much for having me.
Roy: We’re going to talk about Ashley’s website LoomDecor.com and get a little sense of what they’re up to, why they created this service, kind of where everybody comes from and why you guys believe, you’re going to be the next big thing. Why don’t you tell us what Loom Décor is?
Ashley: Well, Loom Decor is essentially an online custom home furnishings resource, aimed at the DIY decorator market. The stylish master who’s reading magazines and looking at blogs and they see these beautiful rooms and think, “Why can’t I have that? How do I get that?” These people are not people who have the finances to hire a traditional interior designer but they also may not be able to completely go it alone in a DIY sense. Loom really offers an access to designer fabric, custom furnishings and style advice, much like what an interior designer would do but at 50% less than working with a full-service designer. It’s all based through online interactions and people are able to choose a product, design exactly what they want using luxury fabrics and visualize what that’s going to looking like online and then check out from there and get something unique for their home.
Roy: Yeah. How can you do it for 50% less?
Ashley: That’s a really good question. It’s one of the reasons we’re tackling this market. In the interior design world, there is a lot of markups in the supply chain between China or India, where the fabric is coming from and then it gets held in the U.S. and then it gets put into a showroom usually in very high, expensive real estate and then the interior designer buys it and marks it up and then also charges a fee. By the time, you get through all of those mark-ups, you’re talking prices to the consumer of $60 to $100 the yard for fabric or can go even $150 a yard for fabric. Our fabrics are being sold more for $15 to $30 a yard and obviously, we also sell finished products, which also ends up being about 50% less than what they would be if the interior designer bought the fabric at that higher price point and then took it to what they call a workroom, where interior design, custom furnishings are typically made.
These are usually small seamstresses and manufacturers locally that don’t do high volume and charge very high rates. Both on the fabric side and on the workroom side, interior designer are just not getting the volume pricing or the scale efficiencies that we can get as a online e‑commerce play and as a result, their products that they give to their clients are just a lot more expensive than what we can give. Part of it is a volume thing, part of it is, we go direct to manufacturer, instead of going through a showroom and that keeps our cost down and we’re able to pass on some of those savings to the consumer.
Roy: In essence, people could actually come up here and just buy the fabric by itself or have it actually put on something?
Ashley: Both. We sell fabric by the yard, that’s not our main business but it is available for people who want to recover a couch or a chair, maybe a bench, that’s just not cost-effective for us to ship back and forth to a consumer that kind of good but they also can use those fabrics to design pretty much anything made out of textiles. Our main products are window treatments, draperies, Roman shades, that kind of thing; bedding and we also do a lot of accessories, pillows, poufs, floor pillows, even outdoor cushions for outdoor furniture. Not everything is online yet because we’re still a young company but that’s where we want to grow. It’s really anything that’s made of fabric; we can do and do it out of designer-quality level.
Roy: You actually have people selling these in United States?
Ashley: We do. All of our products are made in Nashville, Tennessee. We have a great partner there, a high-end workroom that typically does commercial projects hotels, tour buses, that sort of thing. They also do some residential work but their main bread and butter in that area, is the partnership with Loom. But they have all of the expertise and really, really highly skilled seamstresses that can churn out these kinds of goods with beautiful techniques but as I mentioned, at a much lower price point than some of the smaller upholsterers that you’ll find in big cities or in kind of local areas. That’s something we really value about our business model is keeping it on shore, made in USA. Of course, it does mean that the goods are slightly more expensive than what you find in a store but not so expensive that they’re out of your price point and certainly still vastly less expensive than working with an interior designer. The gray points would be in between the chain store and that’s manufactured in China and getting fairly low quality, good and workmanship out of that and these super high end interior design work you’re getting where like I said, they’re not getting the economy’s scale that we can get.
Roy: I was just looking at some; you can buy fabrics from what, from $15 to $50 a yard or something for your fabrics?
Ashley: Yeah. They’re between 15 and 35. We’re probably going to add another price point above that for some even more high quality embroideries and that sort of thing but yeah, they’re still on average if not, 50% less. Our fabrics can be up to 20% less, a lot of the cost is in the labor. It just depends on what the fabric is and what the price point would be for a designer, how much less expensive we are than working with a full-service designer.
Roy: Now, do you have a background in home décor or your partners? I guess you have two other partners. Maybe give us a sense of what your backgrounds are, how you got into this?
Ashley: Sure, yeah. My background is really more on the business side. I worked in strategy consulting for a while in the healthcare industry and then I moved into marketing and marketing management in construction. During that period, that was kind of my early career, I took a hiatus and said, “What do I really want to do with my life?” I was always really interested in the arts. I studied art and art history in school as well as business and I have been taking a lot of continuing education classes in the area of interior design and architecture. It’s really a passion for me. I took a brief hiatus from my kind of normal career path, if you will and worked for a very high end, very reputable firm here in New York City. I was an intern for a while and then a project management assistant for a while and that’s really where I got to know the business and started to see this opportunity and really learn how frustrating it can be as a consumer, not to be able to order these gorgeous fabrics that you can get access to if you’re working with a designer.
Fifty percent of my time was probably spent browsing fabrics in what’s called the D & D building here in New York. It’s a really famous location, where all the high end fabric houses have their showroom and there’re just the most beautiful fabrics and furnishings there but all of it is available only to the trade. You can only buy that if you are working with a designer. A designer has to have a trade ID and a tax ID in order to work with them.
When I left that job and I was working back in construction again, I realized, wow, all of a sudden I didn’t have access to any of that anymore. I couldn’t even make my own drapes and I have been in the industry. That was really frustrating for me and I said, “Why is it that the normal consumer or the DIY-er reading this magazine and seeing how these beautiful homes in magazines that they can’t get access 90% of the product that they’re seeing?” It’s only available to the trade and that was kind of where the idea came from. I didn’t go after it right away. I was still quite young at the time and when I decided to pursue it that was the point where I went back and got my MBA from MIT because I felt like I wanted more entrepreneurship learning and wanted more understanding at the digital marketplace, because I was really more focused on marketing on a day to day sense.
Roy: How long did you work in the actual industry for the company or …
Ashley: I was in interior design for about a year and then over the course of my college career and early career, I probably have taken a thousand hours. I think I calculated once for my resume. It was art and design training. It’s something that I’ve studied extensively as well but I’m not the primary or the only interior design resource that the Loom uses in terms of our styling and helping our customers out.
Roy: Now, tell us about your other partners. What are their backgrounds and how did you all come together?
Ashley: Sure. One of my partners is actually my best friend from high school. I think you’ll find in start-up brand that it’s a certainly common thing to find someone that you’re close to. They can be really tough but for me, I really wanted someone that I could trust and that really has a completely different outlook in background than I did. I’m really strategy creative spirit and she is an operations administrations finance guru. That’s Nichole. She now runs our operations down in Nashville, Tennessee where we make all our products and then she also runs everything that has to do with administration and finance at our business and then my third partner was actually someone I met at MIT. Her husband was a fellow classmate of mine and it turns out, we were both taking an intro to business planning course at MIT. She was working on a really similar idea to mine, kind of attacking a similar market, really wanting to provide high-end goods in affordable price point with an element of customization. It makes you feel like this is unique to your home and we decided that we wanted to partner up instead of being competitors. Especially given that our networks overlaps so much. She has been running our sales team. Her background is in organizational development and really has the passion for people so she’s been running our sales team.
Roy: What’s her name?
Ashley: Her name is Jessa McIntosh.
Roy: Okay, very good. Now, you sent me some stuff before we did the interview and you said, this is a 30 billion dollar market. Who are the players in the 30 billion dollar market? Who are the people taking the bulk of the money there?
Ashley: Yeah. It’s a brand that you would recognize. Williams-Sonoma is the biggest player in the market. They have multiple brands under that umbrella. That includes Pottery Barn, West Elm, Williams-Sonoma Home, which is a bit on the higher end. This wouldn’t be included under the 30 billion but they also have a kitchen. Williams-Sonoma is really usually known for their kitchen appliances and cooking utensil store. In addition Crate & Barrel is a really well-known player. They’ve been around for 30–40 years now and are a very large in the market and then there are several newer companies that have probably come out in the last 10 to 15 years and really kind of grown. Room & Board is one of them and then those are all what I would consider the branded furnishings market. They go after more of a refresh your home, get new pillows, throws, bedding, and little bit more comfortable to our products. In that 30 billion is also included the furniture stores that are more local in your home area, as well as the national brands like Ashley furniture, for example.
It includes a lot and you’ll find that if you leave the report out there, some people say it’s a 30 billion dollar market and some people say, it’s 120 billion dollar market depending on the category in the home that you actually include but we do with the 30 billion because usually it’s a little bit more targeted to what we would call furnishings, as opposed to things like kitchen and back cabinetry and hardware and those sorts of access to home improvement.
Roy: Well, do you expect to sell furniture at some point or house wares or just stick with the fabric and the pillows …
Ashley: We expect to sell furniture at some point. Our client model is to start with all custom furnishings that are made with fabrics and that’s usually to make use of our inventories as effectively as possible but we do plan to create partnerships with lining brands, rug brands and use our fabrics, as well on furniture to round out our ability to decorate an entire room for our client. Right now, most of the clients that we work with, we end up doing either a reassess where they really have a base room that they’re working with and they want to update it or we’re working on just a tease of the room that they’re trying to finish out. Maybe they already bought their furniture at Pottery Barn or Ashley’s Furniture and now, they’re looking for their curtains and they want custom curtains that fit their windows exactly and Loom is a great resource for that but ideally, once we built that relationship with them, we’d rather be able to maximize that bracket size in a relationship overtime by being able to provide the whole kind of room picture from floor to wall, to fabric to furniture but that’s the long term vision of the start-up.
All of my mentors are always saying, “Focus, focus, focus.” It’s so important. It’s so easy to say but what I really want to be is, Pottery Barn. Well, Pottery Barn’s been around for 30 years building that up and Loom’s been around for one year so that’s why we’re focusing right now in the fabric side and the reason for that focus as opposed to say, lining or rugs, is fabric is the most close of all aspects of the interior design market. While there are a lot of home furnishing players out there, the one thing that you cannot buy and there’s a lot of great furniture that you can buy that furniture designers use but the one thing that you really, really can’t buy and have a lot of knowledge for how to use, is fabrics and how to make them into draperies and kind of high end, high quality items like beddings because it’s takes a unique skill set your average dry cleaner doesn’t have and because of the way the market is, that it’s what you called, to the trade only and there is just a lot more fabric companies that are to the trade only than there are furniture company.
Roy: Is anyone doing what you’re doing, the custom fabrics with the pillows and the other products?
Ashley: That’s a good question, not precisely. At least not in the online space but we would say our biggest competitor in terms of the most liked competitor is Calico Corner. They’ve been around for 50 years, I would say and they have stores all over the country and have been doing relatively well even in the down terms but they only really address the market in an offline way. They have stores with their fabrics. They have designers that will come at your house and work with you, much like an interior designer will but not, again, they’re similar to us and they do sell furniture, unlike us, but they don’t address everything in your home. It’s really the heart of what they do is around fabrics. They are very similar to us but like I said, completely offline. The only thing you can buy online with them is fabric and we’re really trained to update the industry and bring next generation technology to the home décor industry, where you can visualize your products dynamically online. You can buy them with ease. You don’t have to go into the store. You can do all of these from the comfort of your own home if you want to and we’re the only company currently addressing the entire category of home décor in terms of custom furnishings online.
The other competitor that we would say, most closely replicates Loom is, there are a couple different drapery companies that focus solely on window treatments. They do draperies, they also do window shades and some of them are more advanced companies in that area and do have online visualization and the ability to just order online. We consider them competitors as well but their trajectory is to stay only in window furnishings and not in overall home design process and like I said our vision is to be more of an alternative to hire an interior decorator, where you could get your whole room with Loom and get styling assistance on the process from them.
Roy: You’ve structured your business today, where you’re basically outsourcing the production of all these custom items. Are you getting enough margin on that to really grow the business or is your goal right now just to build the business up and then eventually get your own in-house factory going?
Ashley: That’s a really good question. For now, I mean I think in the foreseeable future, we’ll continue to use an outsource partner at some point. I think our goal would be to meld with our existing partner or with another partner. Honestly, start from scratch. We’d either buy or have an existing workroom buying to us so that we become economically joined as well and can best get better rates than what we currently do on later. We originally considered going abroad. After building the upper volume, it makes sense to do and trying out or in Mexico but for now, especially with the economy and some of the changes and the Chinese marketplace. We are planning on staying in US now for the foreseeable future …
Roy: Are there enough margins in that to make some money?
Ashley: There is actually. One of the great things about customization is one of the reasons we felt like it is an interesting place to be is, when people are part of the design process when they get involved in the process. Whether it’s building IKEA furniture or whether it’s designing a shoe at Nike ID online, you get invested in it and you’re willing to pay more for it as the result. We actually can charge higher margin or higher prices than we otherwise would, because of that willingness to pay factor. We’re also looking at like I said, adding a new, higher priced frontline. We found that the price sensitivity is actually not very high. Once someone wants custom curtains, they don’t really care what it costs because they’re looking after something how so much less expensive than I would have paid interior designer. A lot of people that we worked with had some experience while they’re with an interior designer so they have a perspective but they’re willing to pay a lot more. We’re even considering bringing in some higher end fabrics than what we carry now and charging more for them and getting even more margins out of that.
Roy: Do you inventory all these fabrics or is it just you order it when people order?
Ashley: No, we don’t. That’s part of the secret. That’s where we really cut costs. There are two aspects. We can charge higher prices because of the customization aspect but we do also cut a lot of cost out of the typical retail chain and also the typical interior design chain. We don’t carry inventory. What we do is, once the customer has bought the first product in a particular fabric, we will buy a bolt of that fabric and that’s part of the deal that we have with our fabric company and it helps save on shipping. We feel that that’s enough on an indicator that we’ll be able to sell the rest of that bolt in a relatively short time. We do have some inventory but it’s probably only about a tenth of the overall fabrics that we would have to otherwise have to carry if we were really carrying every single fabric.
Roy: Most fabric manufacturers keep the same designs for a while I guess.
Ashley: They do. They keep them for two to four years and then they’ll have new ones. The cycle is actually, every six months. The fabric company will come out with new designs but they don’t retire their old designs for at least two years so that allows us to carry them for a while.
Roy: Where do you see the bulk of the revenue coming from? What are the different products? Obviously, you’re selling customized pillows and customized window treatments and such; do you envision just these products for now? Do you envision continually adding, I know you said you’ll bring up a higher price point on the fabric but that’s more of a line extension, do you envision getting more new products or you envision just working these for the first period of time, what period of time would that be?
Ashley: Yeah. That’s a good question. We have very active stance for adding a lot of new products. We’re going to be adding floor pillows and poufs in the next couple of weeks. We’re adding table linens in the fall. We’re hoping to add even starting to get into the furniture market with headboards and ottomans sometime in the winter. We are very much active in adding additional products that we can make out of our existing fabrics. Somewhere our other growth plan is to start adding additional categories that we don’t have to carry. They would be drop shipped so that we don’t have inventory through partnership relationships that we have with similar brands and what we consider at similar brand is a high end brands that have aesthetic designer quality but is successful to a consumer audience.
There’s some really great lighting companies out there, rug companies out there that we’d love to partner with to be able to, like I said, round out that room and that’s where we will probably see the most growth in terms of being able to increase our fabric side. We already get a lot of questions around, “Oh, you know I love my drapes. What’s the best rug available with these?” or “I just renewed my bedding and I need new lamps or my nightstand table.”What we’ll do with these kinds of questions is just offer up resources that we like but we might just formalize this relationship.
Roy: What is your average order size now?
Ashley: It is around $500 and we think it will actually go up to about 1,000. It’s very large for the e‑commerce industry because of the price points of our products. We typically get about two orders per year from our customers granted we’ve only been around a year but we do get a lot repeat business from existing customers.
Roy: Now, when did you launch this site?
Ashley: We launched in February of 2012. We’ve been around for about a year and would that be four months?
Roy: What kind of traffic and can you give us a sense of the traffic or page views or visitors or something to your site that you have achieved?
Ashley: Yeah. Well, I can’t give too much of the information out because of our investor relation but I can say a little bit about the gross that we’ve seen. We are now having regular sales come in on a daily basis. We’re on target to break even by next year at our current operational budget. I mean we expect we’ll be growing so adding new people will make that a little bit hard to achieve but that’s where we are right now, which is pretty exciting for being a young business and our traffic has tripled over the last six months, granted we are going from trickling in and a hundred visits a day but we’ve really seen a lot of growth and I feel like we’re only just minorally tapping into the marketing side. Right now, it’s taking us a long time even with a net year or two, continue to build out aspects of our online experience.
We have a major update coming up in the next month where we’re going to have a shopable catalog where you don’t have to start with a, what we could call a light product and that’s going to open up a lot of channels for marketing that we currently can’t use like affiliate type of marketing where we can place our products in other piece across internet.
Roy: How big is your team at this point?
Ashley: There are five of us. I guess it’s 5–1/2. One of my partners, Jessa who I mentioned earlier is on maternity leave. We’re working with five people but when she comes back, we’ll be six. We’re very much a small team.
Roy: Maybe even seven when she has the child.
Ashley: Well, that’s true, yeah, we’ll put her right to work, right? (Laughs)
Roy: Maybe. That’s how you grow your business very inexpensively, have everybody have children.
Ashley: Exactly, yeah. It’s just like old days in the farm.
Roy: Exactly. That’s how they did it. The whole family is in the business. That’s all. That’s fantastic. The technology behind your site, is that very complicated, is it simple, is it proprietary, do you fill it secret sauce, what do you feel that fits in to what you guys are doing?
Ashley: That’s a good question. The base products that we use for technology are not proprietary but I will say the ability to connect those different platforms have been a huge, huge part of what we’ve been spending out time on for the last two years, building the site. That aspect, I would say a proprietary. I think it would be very hard for a competitor to come in and build a site as complex as ours is, where you’re dealing with multiple products, each with different options, how do you manage the inventories of those different options, how do you manage the sale side of that and make sure the orders are going out right. It’s much more complex than it certainly seemed to be at the outset when we decided to buy rather than bill. It’s out there in the internet. We use Magento as our platform, which I really like and we used Adobe Scene 7 which is the top dynamic imaging software out there right now and connect those two together and have a lot of customization on top of Magento that allows us to deal with the customization aspect of each of our products.
Roy: Do you have a full-time developer or is that to somebody high when you need them?
Ashley: We have a full-time developer but they’re not on staff. When I mentioned that we are working with five to six people right now, we also have like a time and half resource, a development firm that we’ve worked with since we started or actually, since we launched and they’re a great team out of Milwaukee and India. I end up having a lot of late nights working with my Indian-based developers but luckily, we also have a project management team here in the US. It’s easy to communicate with them and partner with them on a pretty close base.
For us, that was a strategic move not to hire an internal tech team, which is very different I would say from a lot of fellow entrepreneurs. We felt like what we’re really trying to build is more about the experience with the customer, the brand and the product than it is about the technology. If 3D visualizations become more accessible and easier to use then we’ll move to 3D visualization and we’ll want to be able to move to a partner that really knows what they’re doing in 3D visualization. Right now, we’re working with a partner that really knows what they’re doing in Scene 7. We wanted to have that flexibility versus having an internal team that was really great at what we do now but maybe not able to scale if we move to a different platform in the future.
Roy: What are you doing about mobile and tablets and things?
Ashley: Mobile is not big for us at all. I think there are some great opportunities in the home décor market. Some people are doing really cool stuff with augmented reality, where you can take a picture of their chair and see it in your house that sort of thing. We’re not there yet. It’s just not a big enough part of our business, but tablet is huge. I would say we get about 15% to 20% of our site visits from tablets. We optimized for iPad about two months ago. It worked on iPad before but there would be buttons that really wouldn’t work quite right with clicking. We’re really trying to, I wouldn’t say we’re exactly mobile first yet in terms of the way we developed, but we’re trying to be much more savvy about the way our site interacts so that it is touchscreen friendly. Someday, I’d love to have a totally mobile first dynamic site but given that we already built it where it is, we need to stick with what we’ve got for a while while we’re building up our traffic and our revenue.
Roy: Also Windows 8 is very touch driven. It doesn’t help either as more people get Windows 8.
Ashley: It’s going to push that even more and especially with such an interactive site, it’s something that we’re constantly looking at and we’re going to be updating the interactions in terms of how you customize a product at Loom in the next six months and when we do that, I think for that particular set of interactions, we’re very much going to compensate on how do those work on mobile. We also find it’s really important because we do do what we call trunk shows, which is we’ll go out and see those houses or we’ll work with other businesses and we’ll set up a demo area and have clients come in and we’ll work together with them design with them live and we usually do use iPad extensively in those kinds of interactions. The clients can see what we’re recommending to them live and we can play together on the iPad as we’re in this trunk show in the sales environment, if you will. It’s going to be very important for that side of our business as well.
Roy: You mentioned to me earlier that this whole project started maybe three years ago and it’s taken obviously time to get it off the ground. Have you raised money along the way?
Ashley: Yes. We wouldn’t have been able to sustain for three years. There was a lot of eating rice and beans in there too. But we raised family and friends round early, early on, just to kind of get through the listening stage and try to figure out what our concept really was and then we have a seed round of funding right now that we’ll definitely last this for another six months and then we’ll be looking at how, I believe our current investors will reinvest at that point but we’ll also be looking at where we want to go for additional investment. We feel like our concept is more appropriate for what we would consider strategic or corporate investors. For example, fabric companies that I mentioned, the big fabric houses I mentioned, a lot of them are looking at how we get to the consumer audience without alienating our current business which is the interior designer. That is an area where we feel like we could potentially get some financial backing and some relationships that could evolve both on the investor side and on the potential exit side.
Roy: Speaking of exit, do you have an exit strategy?
Ashley: Not formally. I come from a background with two parents who both have been entrepreneurs and working in our business for a long time and my personal vision is that this is my career and I want to be a part of Loom for a long time and help it grow and have it be my life but obviously, you can’t look entirely at your business that way. You have investors, you have employees who are looking for growth and depending on how well this goes, there might be a point where there’s just no choice but to exit in order to get the growth that the company or similar to the way we look at our investing side, that’s very much the way, we would look at an exit.
The ideal exit for us would be to be bought by either a large family-owned fabric brand, that’s very much a family-owned business, the entire fabric market end, who is looking to get more retail focus or by one of the big chains that are currently just going to the mass market strategy but want to get into customization or personalization, which has become a really hot trend lately in terms of both in the fashion world, Home is just now catching up but if you look at shoes for example as category. Customized shoes have been around for 10 years and every single shoe company out there has them. There is a chance, I think less though than a fabric has this option, that some of the retail chain might want higher end option before going after different clienteles than their typical chains or what they have right now.
Roy: Well, I think you have given us so much great information here. You’ve just covered everything. You’ve really given …
Ashley: I hope I didn’t give away the store too.
Roy: Well, you probably did give away …
Ashley: I’m pretty open about our business, where I can be though; I welcome other people in the industry and want to see the industry grow.
Roy: No, you’ve been very generous. I think you’ve given the audience a really wonderful sense of what your business is about. It just sounds so exciting. It sounds really good. I might end up buying some pillows from you, you never know.
Ashley: I hope.
Roy: You never know. Is there anything that I didn’t ask or we didn’t cover that you wanted to mention?
Ashley: Not really. I guess I’ll end with just how exciting it is to be in an industry that has seen a lot of upheaval with the economy and the down term particularly in the housing market. It’s not a vastly growing industry but it is an exciting phase where I think there’s a lot of change that is going to happen in the next 10 years because of the contraction and that’s really where everyone wants to be. You see the interior design market has been shrinking by about 8% for several years.
The home furnishing market has been stagnant although online has been growing and I think there is right for innovation and that’s where we want to be and things that, on the flip side you have customization and the idea of personalization and consumer psyche out there is getting more and more in tune with I want what I want, I just need to help finding it or I need help making it and you’re seeing more companies go after that. I think Loom is a really great concept that combined both the customization, personalization aspect that you’re seeing with big names Nike ID and even Starbucks I would consider in that bucket. You can get anything you want at Starbucks and the … the DIY home décor market which is very much growing while the traditional interior design market has been shrinking. We’re excited about that.
Roy: I guess Burger King’s old saying really is becoming involved, get it your way.
Ashley: It is, apparently and I mean, there are people who love to talk about both sides of the equation. Some people love to tell me how you have the paradox of choice and it makes it hard to purchase but then you have other research that I mentioned earlier where people who are a part of the design process or a part of the choice process are that much more willing to pay and willing to share and excited about their purchase to be a brand advocate. There is both sides to the equation and Loom tries to walk a fine line between those and make sure that real and people you are having trouble making decisions with our stylist program by providing advice and guidance in terms of what would really work in their home. Exciting seems to be.
Roy: It sounds very exciting and we thank you so much for taking the time to share the story about Loomdecor.com and how would people get a hold of you if they wanted to e‑mail you or whatever?
Ashley: Sure. My e‑mail is Ashley@loomdecor.com. That’s A‑S-H-L-E‑Y @ loom, L‑O-O‑M decor.com and I’m totally open to talking to anyone who’s interested in the home fashion space and the business in customization or in a job. We are looking to hire in the next six months. I know we’re talking about Mediajobs.com here. If you’re interested particularly in the digital marketing space, we’re going to be looking for people in that area. Please reach out.
Roy: Well, thank you so much Ashley.
Ashley: Thank you Roy.