I’m so excited to share this news with you today. It has been a long time in the dreaming and even longer in the making but Mad About The House is launching an online shop in January. Read on to find out the story behind Design Storey.
The idea came about after realising that there is such a thing as too much choice. That most of us just want a good lamp or a nice rug, but we don’t want to spend hours trawling through pages of stuff we don’t like or need to find it.
When I first started the blog (an internet century ago in 2012) and began consulting on interior design, I would regularly receive emails from people along the lines of: “I’ve got 3,000 pins on my kitchen board, I went in to look at sofas and I’ve planned a holiday, booked a hair appointment and decided to redo the bathroom .”
If that’s you then Design Storey Shop is for you.
You know when you just want a black t-shirt and the search throws up 47 pages of options and you daren’t skip one as that will be the place where the perfect black t-shirt is hiding? Or you’ve ticked so many filters that the search finds five and you hate them all, so you end up having to plough through those 47 pages after all and become fixated on the trousers the model is wearing on page 7 but which aren’t linked anywhere. Shopping is meant to be fun you wail as you click blindly on through.
If that’s you then Design Storey Shop is for you.
I’ve filtered it down to the 50 best. That’s 10 products on each page spread over five pages. You can do five pages. And if you like a product, click on it and you will be taken straight to the original store so you can buy it.
It’s that simple. It’s all about the edit and after more than 20 years writing about interiors and eight of them running the UK’s No 1 ranked interiors blog, I reckon I know what makes a good piece.
But just showing you pictures isn’t enough. You want to know why it has earned a place in the store and I will tell you that too. Whether it’s a classic that will hold its value, or a fun piece that will bring the wow factor, I will explain to you why each item has made the cut and how you might style it in your own place.
The idea for an edited shop came about after one of my earliest regular freelance jobs following the birth of my elder son in 2001. I regularly contributed to the 50 Best section of The Independent which would cover everything from the 50 best armchairs to the 50 best lamps via artisanal sausages and coffee shops. Not only was writing 75-100 words on anything and everything perfect blog training, but it was also an idea that has been knocking around in my head for years. Fifty is enough to make a choice. But if you’ve only got to look at five pages then it doesn’t feel overwhelming. And then you don’t need to bother with glitchy filters – because, if there’s one thing that Phil and Kirsty have proved on Location; it’s that what you think you want and you want actually buy are often two different things so it’s best not to rule anything out on the basis of it being chrome not copper or floral not geometric. Because we can all fall in love with something we weren’t expecting and realise it’s the perfect solution.
Design Storey will help you make those decisions.
And well as providing content, Design Storey will link back here where you will find eight years of tips and advice from how big your rug should be, to what paint goes on which surface and how to buy a sofa (you’ll need that for that Pinterest search). Many of these posts are timeless and their advice still holds true so you can remind yourself as you wander through the shop.
There will also be plenty of tips and tricks dotted throughout and don’t forget there are two books of the same name (with a third on the way to complete the set in March 2021).
Design Storey is the online interiors department store for the 21st century. I’ve done the research so your search can be easier. Visit each room or browse through the full curations. Take a wander through to the blog where you can also stroll through beautiful rooms of inspiration with clear explanations of why the décor works and how you might adapt it for your own places and spaces.
As we spend more time at home, we owe it to ourselves to make the right choices of décor and furniture so that our homes support us in all that we do. And if 2020 taught us anything it was that our homes are absolutely key in the promotion and support of our mental well-being.
How does it work? Well, it’s run on affiliate links*. Basically if you buy via Design Storey (if you click on a product then you will be taken directly to the store) I earn a small commission on the sale. It doesn’t cost you any extra but means I can spend the time researching the best pieces for you to buy. It works for the featured shop as Design Storey functions as a second shop window for them to reach a new, possibly wider, audience. So everyone wins. And after a year that has been so tough for retail everything helps.
One common issue is that many stores now carry less stock and put the bulk of their offering online, which means there’s even more to wade through. That’s where Design Storey comes in.
Finally, and here’s the part I mentioned the other day, you can sign up for the weekly Design Storey newsletter. This will give you design tips and ideas, hook you up with the week’s blog content, as well as reminding you of past pieces, show you what’s new in the shop and bring you reader offers and discounts too. You can subscribe here to be the first to find out when the store will open.
As the tagline says: Interiors Shopping Just Got Edited.
What will your storey say?
*A note on affliliate links (you can read more on that here). Not every item is an affiliate link. This shop is also about small businesses that might not have the capacity to offer them but if you want to be involved and get extra promotion and can offer a link then get in touch.