Material library
- Travertine
- Walnut
- Bouclé
- Brass
- Linen
Material studies, drawn in CSS until the macro shots arrive
How customers discover furniture today
Furniture is a considered purchase, and it often starts with a saved image. Customers collect ideas long before they visit a showroom, and they follow designers, homes and creators. Brands that show their pieces in real homes are easier to remember than brands that post only product shots.
We have worked with companies in New York and with furniture and interior brands around the world, including design-led collections, premium showrooms and online brands. Most of that work is under NDA. Our approach combines styled content, well-matched creators and campaigns that lead to showroom visits and sales.
What moves design buyers today
- 01
Customers look for ideas online and confirm their choice in the showroom, so content should lead them there.
- 02
Furniture decisions often take months, which suits a sequence of retargeting and catalog ads.
- 03
On Instagram, shares and saves are stronger signals than likes.
- 04
Most Pinterest searches don’t include a brand name, so strong images help new customers find you.
- 05
Designers and architects check a brand’s social media before they use it in a project.
- 06
Design weeks are a good time for content, with installations, coverage and creator visits.
What we do for luxury furniture brands
01Content Creation
Styled photos, short videos and reels of your pieces in real, lived-in spaces, plus close-ups of materials, textures and craftsmanship, with copy in your brand’s voice.
02Publishing
A content calendar built around collection launches, design weeks, seasonal refreshes and the moments your customers redecorate.
03Creator Partnerships
Collaborations with interior, lifestyle and family creators who feature your pieces in their homes and projects.
04Channel Management
Daily management of your accounts, comments and messages, including the product and delivery questions that come before every purchase.
05Marketing Strategy
A positioning and content plan that connects your design story, your target customers and your sales channels, whether that is showroom, online store or trade.
06Paid Advertising
Paid campaigns, including catalogue and retargeting ads, that reach design-minded buyers and bring them to your site or showroom.
From a saved image to a room
Furniture is bought over time, so we create content for each step, from the first saved image to the order.
- 01
Save
The image goes on a mood board.
- 02
Send
Shared with a partner or a designer.
- 03
Showroom
Seen and touched in person.
- 04
Specify
Chosen for a room or a project.
- 05
Order
Bought, delivered and photographed at home.
Our work under NDA
Most of our work in furniture and interiors is confidential. We’re happy to walk you through relevant results on a call.
I have created content for years in design-led hotels in New York, Paris, Santorini and Phuket, where furniture, light and styling are central to every photo.
Available on a call
Hotel collaborations in New York, Paris, Santorini and Phuket
How We Work
- 01
Discovery
We learn your collections, your customer, your price point and your sales channels.
- 02
Strategy
A clear plan: channels, content pillars, creators and budget for each launch.
- 03
Create
Styled shoots, video and copy, produced in your voice.
- 04
Launch
Organic posts and paid campaigns, managed day to day.
- 05
Measure
Monthly reports on reach, saves, website visits, showroom inquiries and sales, with ongoing improvements.
Why Shani
I joined Instagram in 2010, as one of its early users, and I have been creating content for myself and for clients for more than 17 years. The strategies we build for brands are based on what I have tested on my own account.
I live between NYC and TLV and work closely with both markets.
Good to Know
Do you work with showrooms, online brands or both?
Both. We work with showrooms, online stores and brands that sell through both, and we build the plan around how your customers actually buy.
Can you style and shoot our products?
Yes. Content Creation covers styled photo and video of your pieces, in your voice and in spaces that suit your brand.
Can I see past furniture work?
Most of our work in this industry is under NDA. We’re happy to walk you through relevant results on a call.
Do you work with brands outside New York?
Yes. We work with American companies in New York and with furniture and interior brands around the world.
You never get a second chance to make a first impression
Tell us about your collection and we’ll set up a short intro call.
or email contact@shani-amit.com