Interior Merchandising
Preparing A Victorian For Marketing
When preparing to launch a home in the competitive San Francisco real estate market, my approach involves not just styling and staging, but a comprehensive strategy to maximize value and profitability. I assess the property's unique needs and work to create opportunities for enhancement. Recommendations go beyond surface-level aesthetics; the focus is on preparing the property to attract a diverse range of buyers. To ensure top-notch condition, coordination with a team of skilled professionals, including handypeople, landscape artists, painters, cleaners, stagers, photographers, and inspectors, is crucial. This collaborative effort is designed to make potential buyers comfortable, encouraging clean, contingency-free offers. This attention to detail ensures that buyers are fully informed, contributing to an effective marketing period and a seamless close of escrow.
acoté- Hayes Valley, San Franciso
As the Visual Merchandiser to the only acoté shop in the US, it was my responsibility to ensure merchandising reflected the French visual directive. One of each style & color was merchandised on the sales floor, awareness of inventory and product was crucial to this merchandising setting. Collections were biannual, refreshing the sales floor so that clients see a fresh store through the year was key.
PrAna- Pacific Heights, San Francisco
It was a great adventure to be the Lead Visual Merchandiser where I was able to bring my creative mind to play at this beautiful two-floor boutique shop on Fillmore Street in San Francisco. New color stories were released every two months and the store would go through revamps to keep things looking fresh. Window displays would be changed every three months and most times included multimedia art installations. After the window display was changed, it was my responsibility to sustainably dispose of the window collateral. I donated all yoga mats to Headstand's Gala 2015. A nonprofit dedicated to empowering at-risk youth to combat toxic stress through yoga and mindfulness. Personal feedback requested by prAna's headquarter team was often used to create the store's visual directive, marketing, and ambiance.
Eddie Bauer- Westfield San Francisco Center
Eddie Bauer was a wild visual merchandising experience! Floor-sets were done when the store was closed and the mall lights were off. Flipping the store around overnight was done monthly. The store would open the next day with a completely new concept, merchandising new items and revamping the old by the corporate directive. I was responsible for the mannequin styling & pinning, and window cling installation.
Zadig & Voltaire- Bloomingdales, San Francisco
At Zadig & Voltaire I was responsible for keeping the shop fresh throughout the season. Merchandising was changed weekly and the floorplan changed monthly. Creativity in displaying and styling clothing was paramount and the final visual results had to be on par with the standards of the brand and that of Bloomingdales.
SF State Campus Store, San Francisco State University
One week before SFSU went on Spring Break, my team and I merchandised the University's Campus Store window to increase sales during the lonesome break. My initial sketches show the thought process and execution of our vision. This display resulted in higher than usual sales for beach blankets during that week.
Macy's- Stonestown Galleria, San Francisco
I collaborated with Macy's to help merchandise & develop their new Impulse Contemporary Lifestyle department. I was responsible for creating a floor plan change for The Impulse Shop and the goal was to increase sales for brands, Rachel by Rachel Roy and Else jeans. The Impulse shop was relocated and strategically placed near a mall entrance. Within a week sales increased which demonstrated that this was a successful endeavor.
Fashion Forecasting Interior Design Trends
Looking back, do you remember these trends? These 2017/2018 trends were forecasted in 2016 and are meant to make your home unique, cozy, lush & fabulous while staying eco-conscious.
1. Geometric Patterns - Funky geometric patterns on pillows, wallpaper, planters, lampshades, and even flooring.
2. Regal Jewel Tones - Feel luxurious with bright jewel-toned art, chairs, walls, rugs, and lively bold accents.
3. Cork Accents - You will see the sustainable, trendy, and functional cork & push pins replace 2016's cardboard trend.
4. Plant Paradise - Natural plants, tropical prints, and jungle greens accented with jewel tones are the perfect touch.
5. Bold Blue Tones - Pantone's color of the year is Greenery, but the real trend is all shades & tones of blue.
6. Black Stainless Steel - Remodeling? Get ahead of the trend and be sure to go with sleek black brushed stainless steel.
7. Wood Accents - Repurposed wood paneling, sculptures, and furniture pair perfectly with today’s modern aesthetic.
8. Bold Front Doors - Transform your entryway with a color that expresses your personal style. Maybe a bold blue?