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DTC POD
#347 - Shading the Future: Inside Everhem’s Rise in Custom Window Treatments
Speaker
Blaine Bolus
Speaker
Haley Weidenbaum
00:00 Gained extensive interior design experience, got burnt out. 05:36 Husband's skills helped launch user-friendly business.
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“This is a space exclusively for D2C founders and operators to connect, share ideas, ask questions and support each other. You'll be able to engage with the best minds and operators and consumer." "Increasing Revenue with Right Selling Tools: If you're looking to increase revenue, grow faster, build more pipeline and close more deals, check out the all new sales hub from HubSpot.”
“It's super intuitive, powerful and customizable. Plus the whole thing is powered by AI, so your teams can spend less time on tedious time consuming stuff and more time on developing relationships.”
“I'm truly a creative and I have a vision, but I really need help with the details of it from a creative aspect and also from the financial aspect.”
“I always feel like it's an opportunity to really wow a customer. So whenever there was a problem...it's how the company handles those problems that really make or break your customer service department.”
“So we're essentially like a one stop shop. You can get everything in regards to window treatment@everhem.com. So we wanted to be like the one stop shop where you can get everything at our store. And if you have any questions or need customizations beyond what we offer, like, we're here to help you.”
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You'll be able to manage your whole sales process plus my favorite part, the reporting. It's super intuitive, powerful and customizable. Plus the whole thing is powered by AI, so your teams can spend less time on tedious time consuming stuff and more time on developing relationships. Also, no one likes a clunky platform that takes months to onboard onto. But getting set up on SalesHub is really quick and easy. It's free to get started. The pricing will scale with your business and with more than 1300 integrations and add ons, you can tune it to your exact needs. Visit HubSpot.com sales to start selling with salesh.
What is going on D2C pod today we are joined by Hailey Wiedenbaum who is the CEO and co founder of Everham Haley. I'm super excited for this conversation because kind of like what we were talking about before, there's all sorts of brands and consumer brands that pop up and you guys deal in a very interesting category which is homes and particular, particularly trades or shades and drapery curtains, that sort of thing. Which is a really exciting category because if you've ever designed a home or tried to get these sort of products in your home, it's not as straightforward and easy as you may think. So you know, I'll let you kick us off. Why don't you tell us a little bit about your background and how you started and landed on Ever.
Okay, great. Well thank you for having me, Blaine. I'm very excited to talk with you today. So yes, I founded Everham in 2019 with my husband. Actually before 2019 I was a working interior designer in Los Angeles. I worked as an interior designer, I think about eight years. I had gone back to school after graduating USC in communication for interior design. So I had that foundation of interior design, and I knew I wanted to be an interior designer.
So right out of school, I just started taking clients, and it's sort of word of mouth, and I just had a huge client list after about two or three years. And with that, I was, like, thrown into the interior design world, dealing with, like, all types of things that surround home and commercial design. I, majority of the time, was working on people's homes. A lot of it was first home owners here in Los Angeles, and I was exposed to all different types of projects. So I'd be dealing maybe with new builds or renovations or just furniture design or window treatment or just paint. And so I really got a crash course in everything interior design. And I was working for about eight years in, like, 2018. I think it was a combination that I was getting a little burnt out as an interior designer.
Really, the only way to grow and scale is if you hire people on your team. You know, I could only be somewhere at one time and do so much in one day. So I tried to build my team, slowly hired one girl and another person, but I just wasn't seeing, like, the revenue that I was hoping for. And at the same time, I was dealing with a lot of issues surrounding window treatment. So that's the drapery and the shades, like you mentioned. And I was starting to get introduced to the right people at the right time. And I had, like, a bit of an aha moment where, like, I was like, okay, let's maybe shift gears. I love the home design space.
I have been obsessed with it since I was a little girl. When I was younger, I decided I wanted to, like, be in the hotel business and design hotels. So I always knew, like, I needed to be a part of the design industry. And I had, like, this aha moment. As I said, I said, okay, maybe I should, like, start a better window treatment company that not only offers the products that my clients are looking for, because at the time, like, no company had what I needed. I would go to, like, downtown L. A. To source the fabric.
I would show a manufacturer pictures on Pinterest, and I'd make it work, and I'd get the product made. But the other aspect that was so difficult was the customer service trace. Tracking down these people, chasing them down, getting, like, no responses. When you have a client who's paid for a product and expecting it to be delivered on a certain date, I just was, like, getting nowhere with the customer service in this industry. And, you know, I tried, you know, a local person, a local workroom, I tried a mom and pop. I tried, like, the big names in the industry, the more commercial names. Like, nothing was a good answer. So all I knew is, like, I'm going to try to open a window, custom window treatment company.
And at the same time, my husband was a graphic designer, and so I knew I needed his skill set to help me brand the company, name it. I didn't even have a name. And before my husband was in graphic design, he had a previous life as an investment banker. And so I was like, oh, you can, you know, help with all the financial models too, because I'm truly a creative and I have a vision, but I really need help with the details of it from a creative aspect and also from the financial aspect. So he joined me and we launched in August 2019. And he knew nothing about window treatment when we started the company, which was great because today he knows more than I know, which is hilarious because, you know, it is complicated. However, we, from the beginning, like, our goal was to simplify the process. And we did that through building a direct consumer website that was user friendly.
Like, that was, like, novel for the custom window treatment industry because it didn't really exist. And with my husband's ability to brand it in a way that really spoke to our generation. Like, millennials are our consumers. They knew how to work a website, and if it looked beautiful and was user friendly, we knew it would really be a big hit. So we spent almost 10 months to a year working on the build of the website. And my husband designed the whole thing. He doesn't know how to code. But we worked with developers and we're able to launch in August 2019.
And we were, you know, it was basically word of mouth in the beginning. We didn't do any sort of huge marketing push. It was word of mouth of my interior design world, my Instagram, and at the time, you know, had like 10,000 followers. And this was in 2019, which was small, but I, you know, spread the word through there, spread the word through friends and family. And slowly but surely, like, orders started to come in. And we were working from home before COVID just because that's where the office space was. We didn't get office space. And then Covid hit in 2020, and it was obviously very scary for everyone involved in any sort of business.
And luckily we were able to see that we were supposed to. We were able to have the effects of the home industry boom that took place in 2020. We had to shut down our work room for about three months, but we were still able to keep our online store going. So we had a message saying, we'll honor these orders, and we were able to open back up in May 2020. And our lead time at the time was like, 12 to 14 weeks. And everyone whose orders were in the queue, they got fulfilled. And ever since then, it's just kind of spiraled into bigger and bigger sales each month.
Yeah. So one of the things that I'm really interested to talk about here is, like, solving your own problem as a founder. And I think that, like, developing those first. Getting those first couple orders has to be, like, really exciting, especially when, you know you've got some expertise in the area, you've got kind of client list. But then when you start to see the first orders come in that are, like, not through your own workflow, that. That's got to be a really exciting moment. Right. So why don't you walk me through what was.
Was, like, everything fully functional. Were there any challenges? What was it like, started getting those first couple orders? Who were they? Were they people that you knew or were they, like, totally random? Like, just walk me through the first sort of, you know, signs attraction that.
You were like, were really. I mean, it's so funny looking back now. Like, you know, I think our first month, like, don't quote me on this, but I think it was, like, a $10,000 month. And we, like, couldn't believe it. Like, we were so shocked. We were so thrilled. And being in Los Angeles, yes, a lot of those orders were, like, here in la, and we'd go and help the people measure, but our goal was those passive orders. Like, we built the website so that it was.
Anyone who's never even dealt with window treatment could go onto everhem.com and start building their custom shade and put it in their cart and purchase it within, like, minutes. And when we got the first, like, passive orders, I was like, I want. I was like, I'm so. I'm so founded in customer service. I didn't mention this, but before I was in interior design, I worked in hospitality because that's what I thought I wanted to work in hospitality. And then I quickly realized, no, I want to, like, design the hotel. But my. My foundation of working in hospitality was, like, working with people and understanding the value of offering great customer service.
So in the beginning, we had some passive sales, but there was some communication because of, like, we didn't have automated shipping quite yet, so we would still have to email customers. And when I loved, I was like, oh, I'm the founder of Everhem and your order's about to ship and I think people are like, whoa, the founder's emailing me. And it's like back then we just like didn't have things all, you know, automated on Klaviyo or whatever it was. So it was really great to be so like on the ground with the customers and like on the flip side, I know companies don't want to deal with customer service issues, but I always feel like it's an opportunity to really wow a customer. So whenever there was a problem, and often there can be with window treatment, it's a custom product. People can measure wrong, we could make things at the wrong size. Human error does happen, but it's how the company handles those problems that really make or break your customer service department. So I was customer service in the beginning and my husband was too.
And you know, any problem, we don't know what the problems are going to be. But any problem that came our way, we're not here to be like, sorry, you purchased, there's nothing we can do about it. It's a custom. Like no, like we're going to work with you. If some of you arrive damage. It's not supposed to arrive Damage. So we will replace it and you know, bear with us. We have to remake it.
It's a made to order item. You will have to wait like couple of weeks to get that back. Like obviously apologize. But being able to like work so closely with the first with the customers in the beginning of our business allowed my husband and I to like build our customer service department to what it is today. We feel so lucky that like the reviews on we, we use trustpilot for our reviews. They are so wonderful. I just like going through and reading them because I'm just like proud of my CX team because like I built the TX team, I don't manage it anymore. I have wonderful people doing it for me.
But it's still founded in our values and we are exceptional. Customer service is always going to be one of our number one values. And it's. I don't know if it's because of my background in hospitality, but like I feel like it's so important and essentially easy to provide. As long as you believe in your product, you're making a product that is lasting quality. And it's the type of thing where like it will leave a good taste in somebody's mouth and they will spread the word about your company, they will come back and purchase like we are not a replenishable good, you know, Window treatment, you're going to buy for your home once and you're not going to buy again until maybe you're renovating or you're moving. So we need people who purchase from us to spread the word. And that starts with customer service.
Yeah, I think that is right on the mark. Super interesting how every category, every product category is a little bit different, right? You've got, you know, fast moving, perishable goods that you know are things that you might buy several times. But it's like, it's super inexpensive to purchase and it's something that's repeated. Whereas in your case it's a super expensive purchase. It's, you know, maybe someone will come to you if they're doing multiple houses or something like that, but you're depending on that person to refer other people if they have a good experience. And that can be a massive lead gen tool for you. So my next, my next question is, you know, just like we're saying every business is a little bit different, I'd love if you could kind of characterize the main problems that you're trying to solve and like what your solution offers. So like if I have a home, right, and I'm trying to do window treatments, like talk to me about like, what are all the things that you were able to effectively solve for and scale up using the website that you would typically have to do manually, like how does the site and your brand ever have like solve that problem?
So we're essentially like a one stop shop. You can get everything in regards to window treatment@everhem.com a lot of places might like have the soft goods side like the drapery, but they don't sell the hardware. So you have to like piecemeal it together. And like when you do that because you have to, because you're at a store that doesn't offer both or you do that to cut cost. Let's say you're like, okay, I'm going to buy the Everham drapery here, which we do offer, just drapery only, but then you have to go get the hardware somewhere else. You think you're saving money, but then like the pleat style does, the pins on the back of the pleats don't match up with the number of rings you got. So we wanted to be like the one stop shop where you can get everything at our store. And if you have any questions or need customizations beyond what we offer, like, we're here to help you.
And measuring is a very scary process for a lot of people. Half of Our business is interior designers, and half of our business is the regular consumer. So when we created our customization tool online that walks you through step by step on how to measure, we had the regular consumer in mind because we wanted to be like, someone who knew nothing about window treatment could pop on. And I actually said to Adam, I go, if our moms can pop on while they're not millennials, but if our moms can do it and get through the website and order shades, then we've done it right, because, like, the user experience is so important and the measuring aspect can be complicated and confusing. So we've really tried to make these got thorough guides that walk you through it so you feel confident. And the other thing that we have offered since the beginning, even before, you know, Zoom and Google Meet Video Call has become so popular, is free virtual consultations. So you can pop on a camera with a CX expert on our team and, like, show us your window, and we can help you measure right there or email us. You know, we're just available because we understand it's complicated.
So the guides are so thorough. They're really like, shouldn't be a mistake. And once you have your measurements, you add it. You add everything into the cart and you're picking your specifications. In the world of window treatment, there are, like, hundreds of possibilities for pleat styles, linings, functionality, how to open and close the stage, fabrics. So a big value, core value at Everhem is curation. So that means taking out the bad options. Like, there are so many options, but we don't need those options.
Like, there are just a handful of good options that you can kind of like plug and play and mix and match to get exactly what you need. So it's a combination of figuring out from a function point of view, like, okay, am I. Is this for a bedroom? Do I want blackout lining? Do I need privacy lining? And then from a design point of view, okay, well, which fabric is best in this space? Like my white walls, Do I want white fabric or do I want an off white? And so to that point, we have now we launched, I think, with, like, 25 fabrics. We've changed them out a little bit. We've gotten better fabrics, we've changed colorways, but we have around 25 fabrics only, which keeps it less complicated for the consumer. Now for our designers, which is a huge part of our business, we have a bigger trade program where we allow some more customization. We allow designers to provide their own fabric, which designers love, because they like to, you know, make it more unique to their design. So we really tried through like the lens of both of our consumers, the regular end consumer and the trade community to like look out for all the issues that might come up.
You know, little things like I'm so when I was a designer I was so concerned about like what's the pulling mechanism? Not only what is the pulling mechanism to open up the shades, but what color is that cord? Like I did not like the white basic cord. I thought it looked less expensive. It just didn't flow with the designs of anything I did. So at Everhem we do like an, you know, the beaded chain that's typically white or silver, we do an oil rubbed bronze chain. So it's these little details that are always backed in design that like help us curate the right options for the customer and do everything like so they don't have to think about it. That's ultimate goal.
Yeah. And I'd love to kind of double click on what you just talked about, about how you've almost got two sides of the business. You've got a consumer friendly version where anyone who's working on, you know, their own home can come in, make an easy order online and be good to go. But then you also cater to interior designers. So what is, what does it look like in terms of like running and serving both sides of those business? Does it, you know, how do. Why don't you just break it out for me how it works. So you've basically fully automated the, the consumer side of things and then what from an operating perspective? Like what does it look like to be able to, you know, work with all of your, you know. Yeah.
Trade partners.
What we keep in mind is that like anyone coming to Everhand like needs to cover their windows. So like everyone has a common goal. It's like how you get there looks different if you're a designer or regular end consumer. So the regular end consumers are very passive. Everything's online. Or you can do a virtual or we're like a click away. Reached by email. The designers are dealing with homes on larger scales.
Like that's the biggest difference. Like most of the time, not the whole time. Like we're dealing with like 10 plus windows. So telling a designer to go and measure those windows themselves, they don't want to do that one. They don't want the liability. They're, you know, we are such a, you know, we're a higher priced item or a considered purchase. They're expecting like essentially the white glove service when you join the trade program. And that's what we're trying to offer.
And I also, you know, I love, we promote the fact that I'm founded the company and an interior designer founded the company because I think interior designers are like, oh, she speaks our language. They understand like, what position we're in because nothing felt worse than when you're working with a furniture brand or a home decor brand that dropped the ball and then you were the one that had to like, be the messenger to your client that's paying you. So I just want to be the, like, go to vendor for interior designers where they know, like, nothing will go wrong. Like we are, you know, making product that's going to fit all the windows and they're going to have a happy client at the end of the day. So we treat the clients the same because we really want that for everybody. But I think because we speak the designer language, they appreciate that. We manage expectations, though. Like, there's people that come to us, designer or not.
They're like, we want this in three weeks. And we're like, that's, that's virtually impossible. We're a made to order company. We don't want to be sewing things super duper fast because. Or gluing things which people do out there because that's not a quality product. So I think it's about communicating to the trade community and the regular consumer like, this is the, we call it, we call it the ever home way. Like, this is the ever home way. You will be so happy with the experience at the end of it.
We promise you. And designers, another big thing which has been a hurdle with the trade is the fact that they don't want to measure themselves, so they want someone to come out and measure. And we service customers throughout the country, but we are based in Los Angeles and so we make everything here. Currently we make all of our soft curds here in la and then we have a new hardware vendor that's in Atlanta. And the network of people that are out there to measure has been a hurdle for us. It's basically finding trained window treatment installers that we can vet and send out on our behalf. And we have been able to do that in the major cities. It's the smaller cities where it's really hard to find those people.
But we are like, every year we're like, have a goal, okay, now we see we're getting a lot more orders in Boston, so let's focus on Boston and vet those installers so that we have those people in our back pocket when we're asked and installing Window treatment is, it's like, it's a special trade. So it's one of those trades where you really need measuring. Can pretty much be anybody who's good with the tape measure and fractions. But the installation part, which everybody needs from a regular end consumer and an interior designer who has clients they, they know they need like trained installers. We do give thorough guides on installing yourself. And you 100% can as a regular consumer, if you know how to use a drill and you have two people and a ladder, like I've done it, I learned to install. But when you're dealing with like multimillion dollar homes, I understand they expect an installer to come and do it professionally. And lucky enough, we have some great installers and all of California, New York, Florida, Texas, like our major markets.
But it's about growing to the other smaller markets. That's been a bit of a hurdle and continues to be one of our main focuses.
And how do you think about that? Because I think that's such an important sort of concept. It's like as you're growing a business, you can't really do everything. And sometimes you almost have to know like which buyers to let burn and where to focus in terms of prioritization. Because like you're saying if your major markets are New York, Texas, Louisiana, Florida, and you're able to get, you know, 80% of your order volume there, it sucks if someone is in a random county. But for you guys to be able to onboard the right person train and then they don't even have like the kind of deal flow coming in, it's just kind of a tough proposition. So how do you manage those expectations from like a strategy point of view? Do you monitor where you're getting requests? Do you kind of like evaluate, you know, where you might go next and maybe what cities take priority? Or how do you think about like. Yeah, I mean that on scaling it.
Up, we ship to any, any city. We can ship anywhere. It's that installer aspect that is a bit more difficult. We honestly have been starting to fly our trusted installers out to these projects, but. And we'll offer it to anybody. If someone in Montana reaches out to us and says like, I have four Windows and I need an installer, like we can get you a quote, but at the end of the day it's not going to be, they're not going to want to pay for it because it's not worth the money to fly someone to Montana for four Windows. But if it's, you know, a Big fancy vacation home that's got 40 windows. That client's going to do it because they want, you know, the white club service.
So it's honestly just about managing the expectation and being like, transparent. Like, here's the lay of the land, here are your options, and here is what we can facilitate, facilitate the process with, like, with the installer network. We don't want to send product and be like, good luck, like, we're not done. We need to make sure the product gets installed and we're here to facilitate that any way we can. But if we don't have an installer, we're, we're very honest. We're like, hey, like, we can fly someone from tech Dallas to Montana, but it's probably not cost effective. If you have a contractor on the job, like, they can fully do it. Like, contractors can do it.
And typically a lot of contractors are willing to do it, especially if they're like, handling the job from A to Z. So it's the type of thing where you're, you're just ha. You're not like a robot on the, you know, on everhem.com getting like, did this answer your question? Like, you're talking to real people and like, there can be frustrating moments. So we want to, you know, make sure that like, we are not adding to the frustration and rather like easing the frustration.
So we are really excited to announce that DTC Pod is officially part of the HubSpot Podcast Network. The HubSpot Podcast Network is the audio destination for business professionals and we're really excited about being part of the network because we're going to be able to keep growing the show, bringing you guys amazing guests and obviously helping you guys learn from the best founders, marketers and builders of the most successful consumer brands. So anyway, keep listening to DTC Pod and more shows like us on the HubSpot Podcast Network@HubSpot.com Podcast Network. Yeah, no, that, that makes a bunch of sense. And the other thing I'd love to talk about is just in terms of like market landscaping and everything. Could you talk about, why don't you talk about like, what some of the options are? Right? Like, I know, for example, there's like the Shade Store, which is like popped up and they're kind of everywhere and they're kind of like a retail meets D2C solution. I know you've got like local providers in all these different locations that maybe don't have like the same D2C presence that you guys have done, but will come in and like, you're saying they're doing the whole custom sort of job where they have to come in, they measure, then they go back, they get the shades and they come and they install them. Because these are, you know, more significant projects that like, you know, homeowners are sort of taking on.
So if you just had to, like, think about that landscape, where do you see your guys fitting in? Do you see it for like, the person who knows what they want, who can browse, have a great experience and be able to know they're getting a great product and install, you know, that way? Or is there another way you would break down the kind of the competitive sort of landscape?
Yeah, I think, like, the way we like to think about it internally is like, where. Where is our blue O? Like, we understand that we are getting into an. We are in an industry that's been around for ages. And as you mentioned, the shade store is like, they're like the shark. Like, we're not trying to be the shade store. Rather, we want to capture the customers that have either have been frustrated with the process and are looking for, like, a better way to do it, and we are just improving all of the ways. So we are improving on product, we are improving on shipping, we are improving on web experience, we are improving on customer experience. And it seems like this industry is sort of like stuck where there is like a really blue.
There's a really big area for us because it is stuck in this, like, you know, local work room where the person's hard to reach, but their craftsmanship's amazing. So it's like people are like, hanging on to that string. Or you have the mom and pops that have been very successful throughout the United States. And I think the problem with those mom and pops is they only can take on. They can only scale so much because they have smaller work rooms and smaller, you know, you know, workforce. And then you have the big dogs, like a shade store or, you know, even more commercial than that, like three day blinds and budget blinds. And they, you know, manufacture at a rate that is much bigger than ours and faster. And I really love that we have the mix of kind of both.
Like we, we are, you know, founded, like, as a founder, I hope I am involved in this company for years and years and years to come because I wanted to feel like you're working with an interior designer that does window treatment. Not ever feel like I'm going to like this big commercial brand or I'm dealing with someone who doesn't know how to handle customer service. So it's like that sweet spot where we're kind of in between the market landscape right now. And there's definitely other brands out there that have popped up that like, like look cool and probably have good offerings, but they, they're like a little like, you're like, where is this made? Who is there? Is there a soul behind this? And like, we never want to be that. Like, we want this to feel personal. We, it's so personal because we're doing people's homes. You know, I, you know, my passion in life is homes and I really believe that like the space that around you and how where you go to bed at night, where you wake up in the morning, really impacts your every day. And that is why I got into interior design in the first place.
So knowing that I am like just a fraction of interior design, which is window treatment, however able to like be at the homes of hundreds and thousands of people is really cool to me because the space that you design for you and your family is really, really important and very personal. So it's nice to know that like people are coming to Everham because they're like, want that, you know, piece of the brand that is going to be able to complete their space. And it's, it's interesting because we sometimes, my husband is like, why did we get into this extremely complicated business? Like, he's like, you couldn't have picked anything else, anything else. But it's like, well, somebody has to tackle it. Like, that's why there's not like, you know, it's not like the match, you know, like the mattress companies out there, so many mattress companies and they're all kind of iterations of each other, but there's not so many window treatment companies out there. Like, it's not, it's not a saturated business because it's very complicated. And the other aspect of it is the sewing and making of the product is so important that you don't cut corners or try to cut costs there because it will not last. The quality of the product is so important and people often ask, like, are you going to, you know, do in stock panels or make it cheaper somehow? And it's like if you make it cheaper, you're going to be replacing it quicker.
So I think the answer will be no because we want to focus on longer lasting products right now.
Yeah, I think that's also really important, what you just mentioned about one product quality, but also like knowing where you sit in the market, knowing that you guys want to basically have the feeling of like, we're working with a scalable interior designer as opposed to, like, we are, you know, just this like, massive thing where you don't have the customization options and you're not building out something that's like, really personal to the homeowner. So. And then the other thing that you mentioned is just like the complexity. Right. Like a mattress. Even though mattresses are definitely tricky from a, from a supply chain point of view, you know, there, there's a couple limited products. You, you know, they come in a king size, a queen size twin. It's like very, you know, the form factor is very much established where like you were saying in, in the, the home, in the window treatments category, you've got so many different types of fabrics.
You're dealing with every different, every project has a different number of windows. They're all different sizes. Yeah. You know, they might want different accessories with those and they want it to all be custom. So it makes for a trickier sort of, you know, supply chain, if you will. And that leads me into some of the product stuff that you were just mentioning. From a supply chain point of view, from a, like, manufacturing point of view, how do you think about it? Because you were saying you have 25 different sort of fabrics and that you work with on your site. But like, as you sort of scale up, like, what is your, you know, what is your thought process? How do you not overwhelm the customer while making sure that they have what they need for their home? Like, how do you think about that?
So we look to the design community to kind of forecast the trends because they are up on what, what the consumer wants or will want. Because the con. The designers really understand trends before the rest of the mass population sees it at, like a big box store. So how we do that is we look to requests from interior designers. So when we started our business, you know, I had drapery and shades. In the first two years, I got probably like 20 to 30 requests from designers for cafe curtains. So those are like those little baby curtains on a little baby rod. And I was like, oh, people want these.
So we introduced cafe curtains, I think in 2022, I believe 2022 or 2023. So we didn't come out the door with it. It was based on requests. And often it's from interior designers or, you know, people maybe sending a DM on Instagram or emailing, being like, oh, do you sell cafe crews? So it's really listening to our design community and our customers about what they want and also being able to, like, understand when we should say no. I mean, there's a difference of what we offer. Sometimes designers ask us for everything under the sun and I have to like, at a point say, like, no, we can't do that. And we can't do that because it's not our expertise. Like, I want to only offer things that I know we can execute well and they'll, you know, I think they appreciate our honesty and will then go to another brand or another window treatment company that can do that.
So, you know, in the beginning we weren't offering roller shades to the trade. Now more recently, we have understand the landscape of roller shades and we're testing it on the trade community, which will probably mean it will land on everhem.com one day. You know, we like to kind of make sure we figure things out and what works and what doesn't work before. We just like, say like, okay, we're going to offer this one day. And in regards to fabrics, you know, we really listen, we really look at trends. This year we launched a new 100% linen line that was like moodier, darker fabrics. And in the interior design world, we are, everything's leaning more browns. Like, everything before was like white kitchens, black hardware, like fresh.
Now things are kind of going more to like the darker wood kitchens and darker colors. So we introduced fabrics to complement what we see coming up in the design world.
That makes a bunch of sense. My follow up question to that was going to be as it pertains to supply chain, right? Like when you're shipping some, like, what are you shipping? What are you shipping? The rods, are you shipping? The curtains are these big boxes. Like, what does it take to like, once someone puts in an order, from a logistics point of view, how does your business work?
So we, if you order, let's say drapery, you're going to get hardware from one fulfillment center. Because our hardware workroom is in one location and our soft goods work room is in another. Everything is packaged very carefully because rods, you know, are our metal rods. We can't, you know, the shipping companies do whatever they do with packages. So we need to make sure everything is packaged really nicely. And sometimes people get the boxes of like shades and drapery and they're like, they'll email and be like, we don't think everything's in here because it's so compact and nice. And that's because you can really stack things nicely once you know what you're doing with packaging. And we're like, no, trust me, everything's in there.
And then they open they're like, wow, there are ten shades in here. Couldn't believe it. Because the boxes are certain sizes, we really know the ins and outs of packaging. Our first vendor, hardware vendor, was here in Los Angeles. They did not pack and ship. So my husband and I did it for, I think, a year out of our garage, which was insane to do. But I feel like it's one of those stories of like a startup where you're just like, doing everything yourself. But we were able to really learn, like, what works and what doesn't work.
And it's so important to know, like, we wanted it to, like, look really cool and have this, like, opening ceremony experience. But, like, at the end of the day, the most important thing is that the package is secure. So we kind of learned like, okay, let's stop caring so much about, like, what the box looks like and throw some really cool, like, ever him tape on it. And then like, the customer is going to open it up and have that, like, amazing moment once the product is hung. But with everything, like, we send everything, we send, like, all the tool, all the, like, screws needed and the anchors that you need. Really all you need as a customer is a drill and the proper, like, drill bits. And we explain all of that information in our guide.
Perfect. And as we kind of wrap up here, Haley, the last question I have is, what do you guys have? What are you focused on as you continue to grow the company for the next year or so? Right? Like, what's on the roadmap? Is it, you know, doubling down on trade partners? Is it doubling down on the consumer thing, offering more functionality? Like, where do you see the biggest opportunity to grow over the next year?
So we have really seen a lot of success in our, like, organic partnerships. From the beginning of launching Everem, we have had, like, people DM us, like influencers and designers who want to work with us. So we have kind of gone like, on this roller coaster ride of like, what works for, like, our partnership, collaboration and affiliates. And what we want to focus in the future is building, like, authentic relationships with these partners. And the partners, I believe, should be founded in design and interior design, because if they are spreading the word about Everhem and you follow that interior design account, you trust that interior designer, then you're going to trust the company they're recommending. And, you know, just like, you know, the whole, you know, influencer affiliate world that we live in today, it's just going to look a little different because our cons, our product is such a considered price that people are not like, swiping up and buying it right there on their phone. So we really want to build these, like, authentic relationships with influencers, designers, and other brands that just feel harmonious with Everhem, to kind of build, like, build this full picture of what it feels like to have Everhem in your home. And we're really excited with the potential of collaborating with some designers to be able to bring their creative offerings that they envision in spaces to everhem.com so that's how we're going to grow.
Our product offering is really lean into these interior designers to help them shape our product offerings.
Yeah, I think that's really cool. That's something I've seen a couple big, even bigger brands in the interior design space do where like, you know, a Crate and barrel or a CB2, for example, they'll bring in, you know, a famous designer to create a line for them. And I think the opportunities are great because not only do you already have the trust of an audience built in, but, like, you're actually able to help that creator create something that's, like, really meaningful for them and really exciting and something that can go out into the world. So I think that's. That's very exciting. As a growth channel, excited to see that sort of come to life. And for our listeners who are tuning in, where can we connect with you? Where can we learn more about Everhem? Why don't you shout out your socials?
Okay, so our website is everhem.come v e r h e m dot com. Our Instagram is Verhem and if you message chat, it goes to a real person. So reach out and we're here to help you in any way with your window treatment.
Sweet. Thanks so much, Hayley.
Thank you, Blaine. Nice to chat.
If you enjoyed the show, we'd love your support. A rating and review would go a long way as we continue to host the best builders in DTC and beyond. Follow and subscribe to the show and make sure to check out our show notes where you can find our socials and weekly newsletter. Visit us on dtcpod.com to join our founder, community and access resources from every episode. We'll see you on the next podcast.
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DTC Pod Linkedin
@Haley Weidenbaum, CEO and co-founder of @Everhem, joins @blaine on this week's episode of DTC Pod to discuss her journey from interior designer to building a successful D2C custom window treatment company.
Haley shares insights on the importance of exceptional customer service, curating product offerings, and addressing the challenges of online shopping for custom products.
We explore Everhem's business model, which caters to both consumers and interior designers, and how they leverage trends and designer collaborations to drive product development.
Haley also discusses the company's growth strategy, focusing on authentic partnerships with influencers, designers, and complementary brands to expand their product range and build trust with customers.
Full episode here: [Spotify Link]
#dtcpod #entrepreneurship #interiordesign #customwindowtreatments #customerservice #d2cstartup #businessstrategy #collaboration
1️⃣ One Sentence Summary
Everhem: custom window treatments, quality service, designer insights, authentic partnerships.
Interview Breakdown
Today, Haley Weidenbaum, CEO and co-founder of Everhem, discusses her journey in the custom window treatment industry. She shares insights on the company's growth, customer-centric approach, and strategies for navigating challenges in the D2C space.
In this episode, you'll learn about:
Everhem's origins and Haley's transition from interior designer to entrepreneur
The company's focus on exceptional customer service and a user-friendly website
Strategies for catering to both end consumers and interior designers
Navigating challenges in custom product ordering and installation
Fostering authentic partnerships for growth and product development
🔑 7 Key Themes
Everhem's niche in custom window treatments
Focus on quality, durability, and service
Catering to consumers and interior designers
Professional installation through vetted installer network
Simplified online ordering and customer support
Adapting product offerings based on trends
Authentic partnerships for growth and creativity
💬 Keywords
DTC Pod, HubSpot Podcast Network, business insights, market landscape, D2C retail, Shade Store, Everham, window treatment industry, product quality, shipping, web experience, customer experience, unsaturated market, custom window treatments, product durability, design community trends, cafe curtains, oil-rubbed bronze chain, curated experience, end consumers, interior designers, white glove service, made-to-order, production timelines, quality expectations, professional installation, vetted installers, personalized customer service, soft goods, hardware, exceptional customer service, Trustpilot reviews
📚 Timestamped overview
00:00 Started an interior design business post-graduation, built a large client base through word of mouth, worked mainly on home projects in Los Angeles, gained diverse design experience, and felt burnout after eight years by 2018.
05:36 Husband, a former investment banker and graphic designer, helped brand, finance, and launch a window treatment company in August 2019. They aimed to simplify the process with a user-friendly website.
07:14 Started with word of mouth marketing in 2019, using Instagram and personal connections, leading to steady orders; worked from home pre-COVID.
13:11 Different product categories face unique challenges; inexpensive, repeatable purchases differ from costly, referral-dependent ones. The query seeks to understand the specific problems a window treatment business solves and how its website aids in scaling and automating tasks.
17:02 Offer 25 fabric choices for easy customization; allow designers more options for unique designs.
20:40 Company offers reliable, designer-friendly home décor, ensuring client satisfaction and clear communication.
22:57 Focusing on Boston, we aim to vet installers for professional window treatment installation, crucial for both consumers and interior designers, especially in high-value homes. We've skilled installers across major U.S. markets.
27:01 DTC Pod joins HubSpot Podcast Network to grow and share insights from top founders and marketers.
30:25 Founder aims to maintain a personal touch in home design, focusing on quality and customer service, avoiding a commercial feel.
31:33 Window treatment is a unique, complicated, and important part of interior design, requiring high-quality craftsmanship, emphasizing the value over cheaper alternatives.
35:37 Introduced cafe curtains in 2022-2023 based on customer and designer requests, focusing on expertise and product quality.
40:25 Focus on authentic partnerships with influencers and designers to promote Everhem through trusted design relationships.
42:16 Brands collaborate with famous designers to create meaningful product lines, leveraging existing audience trust as a growth channel.
📚 Timestamped overview
00:00 Gained extensive interior design experience, got burnt out.
05:36 Husband's skills helped launch user-friendly business.
07:14 Word of mouth initially drove our business.
13:11 Different product categories require unique approaches.
17:02 Limited options, customizable fabrics for consumers, designers.
20:40 Designer-founded company prioritizes reliable client satisfaction.
22:57 Focusing on skilled installers for major markets.
27:01 DTC Pod joins HubSpot Podcast Network.
30:25 Personalized interior designer focused on window treatments.
31:33 Window treatment design is niche but essential.
35:37 Introduced cafe curtains based on customer requests.
40:25 Focus on authentic partnerships to grow Everhem.
42:16 Collaborating with famous designers enhances brand growth.
💼 LinkedIN - 6 Reasons Post
Haley Weidenbaum's journey with Everhem highlights the POWER of a founder's firsthand experience in driving a successful D2C business. Here are 6 key insights from her story that demonstrate this:
Solving your own problem is a strong foundation.
Haley's challenges as an interior designer in sourcing quality window treatments and reliable service sparked the idea for Everhem. Her intimate understanding of the pain points guided the company's focus on exceptional products and customer experience from the start.
Industry expertise provides a competitive edge.
With 8 years in interior design, Haley brought valuable insider knowledge to Everhem. This enabled the company to effectively target the needs of both consumers and trade professionals, crafting solutions that resonate with their distinct requirements.
Authentic partnerships amplify growth.
Haley emphasizes building genuine relationships with influencers, designers, and complementary brands. These collaborations not only expand Everhem's reach but also infuse the product line with fresh creativity driven by real-world insights from industry leaders.
Adaptability is key to meeting evolving demands.
By closely monitoring design community trends and client requests, Everhem stays agile in its product development. The introduction of café curtains and exploration of roller shades for the trade illustrate the company's responsiveness to emerging market needs.
Prioritizing customer service fosters loyalty.
Shaped by Haley's background in hospitality, Everhem's dedication to exceptional customer service has been a cornerstone of its success. From prompt issue resolution to personalized support, this approach has garnered positive reviews and word-of-mouth referrals crucial for a D2C business.
Balancing curation and customization streamlines the user experience.
Haley's firsthand understanding of the overwhelming nature of window treatment options has informed Everhem's strategy of offering a curated selection for consumers while accommodating the customization needs of interior designers. This balance simplifies decision-making without sacrificing flexibility.
TL;DR:
Leverage your own pain points to create targeted solutions
Utilize industry expertise to gain a competitive advantage
Foster authentic partnerships to drive innovation and growth
Stay adaptable to meet evolving market demands
Prioritize exceptional customer service to build loyalty
Balance curation and customization to optimize the user experience
❇️ Key topics and bullets
Introduction
DTC Pod joins HubSpot Podcast Network
Network inclusion expected to aid show's growth
Notable guests and business insights featured
Market Landscape and Everhem's Positioning
Significant players in D2C retail space (e.g., Shade Store)
Everhem's niche in window treatment industry
Focus on product quality, shipping, web, and customer experience
Positioning between small shops and large commercial brands
Unsaturated and challenging business landscape
Product Quality and Complexity
Emphasis on product quality and durability
Longer-lasting products over cheaper, short-lived options
Complexity of window treatments (fabrics, custom solutions)
Design Community Trends and Customer Experience
Utilizing design community trends to forecast consumer needs
Example of cafe curtains requested by designers
Focus on design details (e.g., oil-rubbed bronze chain)
Curated experience for customers
Business Model and Customer Service
Catering to end consumers and interior designers
Easy online orders for consumers
"White glove service" for designers (larger volume projects)
Made-to-order company with transparent production timelines
Installation Services and Strategies
Network of vetted installers, primarily in major cities
Challenges in smaller markets with fewer trained installers
Monitoring order volumes to prioritize service expansion
Flying trusted installers to underserved areas
Personalized customer service and installation assistance
Company Overview and Initial Stage
Online platform for custom window treatments (soft goods and hardware)
Modest initial sales with focus on user-friendly website
Exceptional customer service as a core value
Personal communication and prompt problem resolution
Customer Reviews and Business Breakdown
Positive Trustpilot reviews reflecting strong customer service
Equal split between interior designers and general consumers
Customization tool for user-friendly measurements and selections
Free virtual consultations for assistance
Product Offering and Customization
Curated options for simplifying consumer decisions
Periodic updates to fabric selection for quality and variety
Trade program for interior designers with further customization
Challenges and Marketing Approach
Addressing challenges of online shopping for custom products
Thorough measurement guides and customer support
Word-of-mouth marketing and positive customer experiences
Slack Community Launch and HubSpot Sales Hub
Slack community for D2C founders and operators
Waitlist and opening at 150 members
Introduction of HubSpot Sales Hub for revenue growth and streamlined sales
Guest Introduction and Background
Hailey Wiedenbaum, CEO and co-founder of Everham
Previous experience as an interior designer in Los Angeles
Challenges in sourcing and customer service leading to Everham
Company Founding and Launch
Partnership with husband (graphic designer and investment banking background)
Launch in August 2019 with user-friendly, direct-to-consumer website
Initial growth through word-of-mouth within Hailey's networks
COVID-19 Impact and Market Response
Temporary shutdown followed by a boom in the home industry
Increased sales and excitement of solving own problem as a founder
Product Introductions and Trends
Introduction of cafe curtains based on customer and designer requests
Testing of roller shades within the trade community
New line of 100% linen fabrics reflecting interior design trends
Logistics and Early Business Challenges
Shipping products from different fulfillment centers with secure packaging
Initial challenges with packing and shipping by founders
Learning the importance of secure packaging over aesthetics
Future Goals and Authentic Partnerships
Building partnerships with influencers, designers, and complementary brands
Involving interior designers in shaping Everhem's product range
Collaborations for mutual benefits and product creativity
Contact Information and Podcast Promotion
Everhem's website and Instagram handle
Real people handling queries via chat
Encouragement to support the podcast through ratings and reviews
Additional resources and community access through dtcpod.com
🎬 Reel script
Hey there, it's Blaine Bolus from the DTC POD, and I've got an exciting episode for you today! I sat down with Haley Weidenbaum, the CEO and co-founder of Everhem, a custom window treatment company that's shaking up the industry.
Haley shared her journey from interior designer to entrepreneur, and how she and her husband launched Everhem to solve the challenges they faced in sourcing high-quality, custom window treatments. We talked about the company's growth, their focus on exceptional customer service, and how they're leveraging trends and collaborations with interior designers to create innovative products.
Everhem is all about making custom window treatments accessible and easy for both consumers and designers. So, whether you're looking to upgrade your home's style or you're an interior designer seeking the perfect solution for your clients, Everhem has got you covered.
Check out the full episode for more insights on building a successful D2C brand and don't forget to visit dtcpod.com for more resources and to join our exclusive Slack community. Thanks for tuning in!
✏️ Custom Newsletter
Subject: New DTC POD Episode Alert! Haley Weidenbaum Shares Insights on Custom Window Treatments 🌟
Hey there, podcast fans! 👋
We've got an exciting new episode of DTC POD for you, and trust us, you don't want to miss this one! 🎧 In this episode, host Blaine Bolus sits down with Haley Weidenbaum, CEO and co-founder of Everhem, a company that's shaking up the world of custom window treatments. 🪟
Here are 5 key takeaways from their chat:
Haley's journey from interior designer to founding Everhem 🎨
How Everhem is simplifying the process of buying custom window treatments online 💻
The importance of exceptional customer service in the D2C space 🌟
Everhem's focus on curated, high-quality products and designer collaborations 👌
The power of authentic partnerships in growing a D2C brand 🤝
Fun Fact: Did you know that Everhem's products are so well-packaged that customers are often surprised by how much fits into a small box? 📦 Talk about efficient shipping!
So, grab your favorite beverage ☕, sit back, and enjoy this informative and entertaining episode. Don't forget to check out Everhem's website (everhem.com) and give them a follow on Instagram (@Everhem) to see their stunning window treatments in action! 😍
And hey, if you enjoyed this episode, why not spread the love? Share it with a friend who's into interior design or entrepreneurship! 🗣️ Oh, and if you haven't already, make sure to subscribe to DTC POD for more awesome content like this. 🙌
Until next time, happy listening! 🎧
Cheers,
The DTC POD Team
🐦 Business Lesson Tweet Thread
🧵 The world of window treatments was broken. Designers struggled to find quality, customers faced endless options, and service was unreliable. This is the story of how one former designer decided to fix it.
Haley Weidenbaum spent 8 years as an interior designer in LA, experiencing firsthand the challenges of sourcing custom window treatments. Frustrated by the lack of quality products and poor customer service, she saw an opportunity.
In 2019, Haley and her husband launched Everhem, a DTC company offering premium, custom window treatments. They focused on creating an easy-to-use website, curated product offerings, and exceptional customer service.
Despite starting with modest sales, Everhem quickly gained traction through word-of-mouth. When the pandemic hit in 2020, the home industry boomed, and Everhem's sales soared.
Everhem's success lies in its attention to detail and commitment to customer satisfaction. From secure packaging to personalized consultations, they prioritize the customer experience at every step.
Looking ahead, Everhem aims to foster authentic partnerships with influencers, designers, and complementary brands. By involving the design community in product development, they hope to continue innovating and meeting evolving customer needs.
Haley's journey demonstrates the power of solving your own problem as a founder. By identifying a gap in the market and focusing on quality and service, Everhem is revolutionizing the window treatment industry, one custom shade at a time.
🎓 Lessons Learned
Here are 10 key lessons covered in the podcast episode, each with a concise title and brief description:
Title: Solving Personal Industry Challenges
Description: Everham was founded to address the founder's difficulties in sourcing quality window treatments and reliable customer service.Title: Launching a D2C Website
Description: Everham prioritized creating a user-friendly, direct-to-consumer website to simplify the custom window treatment buying process.Title: Leveraging Networks for Growth
Description: Initial growth came from word-of-mouth within the founder's networks, later boosted by the home industry boom during COVID-19.Title: Addressing Customer and Designer Requests
Description: Everham introduced new products like cafe curtains based on specific requests from customers and interior designers.Title: Testing Products with Trade Community
Description: Roller shades were tested within the trade community before potentially adding them to the main website.Title: Adapting to Interior Design Trends
Description: New fabric lines featuring darker colors reflect shifts in interior design trends for kitchens and hardware.Title: Optimizing Packaging and Shipping
Description: Secure, compact packaging ensures safe delivery and surprises customers with how much fits in small packages.Title: Learning from Early Challenges
Description: Founders initially handled packing and shipping, learning the importance of secure packaging over aesthetic concerns.Title: Building Authentic Partnerships for Growth
Description: Everham focuses on collaborations with influencers, designers, and complementary brands to foster trust and expand offerings.Title: Engaging Designers in Product Development
Description: Involving interior designers in shaping Everham's product range, similar to larger brands' specialized designer lines.
💎 Maxims
Here is a list of key principles and lessons from the DTC POD episode with Haley Weidenbaum that could serve as guiding maxims:
Solve your own problems. The best business ideas often come from challenges you have personally faced and are passionate about addressing.
Focus on exceptional customer service from day one. Make prompt issue resolution and personalized support core values that shape your company culture.
Simplify complex decisions for your customers. Curate options thoughtfully to provide sufficient choice without overwhelming people.
Listen closely to your target audience. Pay attention to customer and industry partner requests to guide product development and better meet their needs.
Build authentic partnerships. Cultivate genuine, mutually beneficial relationships with influencers, designers and complementary brands to expand your reach and offerings.
Prioritize function over aesthetics when needed. Practical considerations like secure packaging should take precedence over how something merely looks.
Maintain transparency about your processes. Be upfront with customers about handmade products, production timelines and what to expect.
Adapt your business model as you grow. Be willing to adjust things like expanding into trade sales or new product categories as your company and market evolve.
Take advantage of market shifts and timing. Stay attuned to industry trends and changing customer needs to seize new opportunities.
Start small but dream big. Even if you launch with modest sales, keep focusing on improving the customer experience and your unique value proposition. Growth will follow.
🌟 3 Fun Facts
Everhem introduced cafe curtains based on specific requests from interior designers via social media and email.
Everhem recently released a new line of 100% linen fabrics featuring moodier, darker colors to reflect shifting interior design trends.
In the early days of the business, the founders personally packed and shipped products, learning the importance of secure packaging over aesthetic concerns.
📓 Blog Post
Title: Everhem: Revolutionizing the Custom Window Treatment Industry
Subheader: How Haley Weidenbaum's Interior Design Experience Led to the Creation of a Thriving D2C Business
Introduction:
In the world of interior design, custom window treatments have long been a challenging and often frustrating aspect of the process. Haley Weidenbaum, CEO and co-founder of Everhem, experienced these difficulties firsthand during her eight years as an interior designer in Los Angeles. Driven by a desire to streamline the process and improve the customer experience, Haley and her husband launched Everhem in 2019, marking the beginning of a transformative journey in the window treatment industry.
Identifying the Problem:
As an interior designer, Haley frequently encountered issues when sourcing custom window treatments for her clients. The process was often complicated, time-consuming, and plagued by unreliable customer service. Recognizing that these challenges were not unique to her experience, Haley saw an opportunity to create a solution that would benefit both designers and consumers alike.
Building the Foundation:
Haley's husband, a graphic designer with a background in investment banking, joined forces with her to bring Everhem to life. Together, they focused on creating a user-friendly, direct-to-consumer website that would simplify the process of ordering custom window treatments. By leveraging their combined expertise in design, branding, and finance, the couple laid the groundwork for a company that would redefine the industry.
Navigating Growth and Challenges:
Everhem's initial growth was fueled by word-of-mouth within Haley's professional networks. However, the COVID-19 pandemic in 2020 presented an unexpected challenge, forcing the company to temporarily shut down. Surprisingly, the pandemic ultimately contributed to a boom in the home industry, leading to a significant increase in sales for Everhem. This sudden growth highlighted the importance of adaptability and resilience in the face of unforeseen circumstances.
Expanding Product Offerings:
As Everhem continued to grow, Haley and her team remained attentive to the needs and requests of their customers and designers. In response to the demand for specific products, such as cafe curtains, Everhem expanded its offerings to better serve its clientele. The company also began testing roller shades within the trade community, signaling a potential future addition to their website. By listening to their customers and staying attuned to industry trends, Everhem has been able to evolve and meet the changing needs of the market.
Embracing Authentic Partnerships:
Looking to the future, Everhem is focused on building authentic partnerships with influencers, designers, and complementary brands. By fostering trust and collaborating with industry professionals, the company aims to expand its product offerings and involve interior designers in shaping Everhem's creative direction. This approach not only strengthens Everhem's position within the industry but also ensures that their products remain innovative and relevant to the needs of their customers.
Conclusion:
Haley Weidenbaum's journey from interior designer to CEO of Everhem is a testament to the power of identifying a problem and working tirelessly to create a solution. By combining her industry expertise with her husband's skills in branding and finance, Haley has built a thriving D2C business that is revolutionizing the custom window treatment industry. As Everhem continues to grow and evolve, its commitment to exceptional customer service, innovative product offerings, and authentic partnerships positions the company for continued success in the years to come.
🎤 Voiceover Script
Here's a 20 second voiceover script that matches the tone, style, and format of the example provided, focusing on the key learnings from the podcast recording:
Join Haley Weidenbaum, CEO and co-founder of Everhem, as she shares her journey from interior designer to successful entrepreneur. Discover how she identified a gap in the custom window treatment market and built a thriving direct-to-consumer business.
In this episode, you'll learn:
Strategies for providing exceptional customer service and support
The importance of collaborating with influencers and designers
Insights on adapting to market trends and customer preferences
Tips for streamlining logistics and delivering a superior product
🔘 Best Practices Guide
Best Practices for Custom Window Treatment Businesses
Prioritize exceptional customer service:
Handle issues promptly and provide replacements when necessary
Offer free virtual consultations to assist with measurements and selections
Use customer review platforms to showcase your commitment to service
Simplify the decision-making process:
Curate a focused selection of high-quality fabrics and options
Provide thorough measurement guides and customer support
Develop user-friendly customization tools for easy ordering
Cater to both consumers and interior designers:
Offer a trade program with expanded customization options for designers
Accommodate designer-provided fabrics to meet specific project needs
Adapt to market trends and customer requests:
Monitor design community trends to forecast and meet consumer needs
Consider introducing new products based on customer and designer feedback
Foster authentic partnerships:
Collaborate with influencers, designers, and complementary brands
Involve interior designers in shaping your product range and development
(Word count: 150)
🎆 Social Carousel: Do's/Don'ts
Here is a "Don't do this, instead do this" LinkedIn carousel with 10 slides based on the Everhem podcast episode:
Slide 1 (Cover):
10 Lessons from Everhem's Custom Window Treatment Success
Slide 2:
Title: Neglect Service
Explanation: Prioritize exceptional customer service. It shapes your reputation and drives referrals.
Slide 3:
Title: Overwhelm Customers
Explanation: Curate options to simplify decisions. Focus on functionality and aesthetics.
Slide 4:
Title: Ignore Trends
Explanation: Monitor design trends to forecast demand. Adapt offerings accordingly.
Slide 5:
Title: Skimp on Packaging
Explanation: Invest in secure, compact packaging. Surprise customers with efficient delivery.
Slide 6:
Title: Overlook Designers
Explanation: Cater to both consumers and designers. Offer customization and support.
Slide 7:
Title: Sacrifice Quality
Explanation: Emphasize product durability. Aim for longer-lasting over cheaper options.
Slide 8:
Title: Automate Everything
Explanation: Balance automation with personal touch. Real people make a difference.
Slide 9:
Title: Do It Alone
Explanation: Build authentic partnerships with influencers and complementary brands. Foster trust.
Slide 10:
Title: Stay Stagnant
Explanation: Collaborate with designers on product range. Embrace creativity and development.
🎠 Social Carousel
Here is a 10-slide LinkedIn/Instagram carousel featuring key insights from the DTC Pod episode with Haley Weidenbaum of Everhem:
Slide 1 (Cover):
10 Essential Insights for DTC Founders
Slide 2:
Title: Authentic Partnerships
Collaborate with designers and complementary brands to drive product innovation and trust.
Slide 3:
Title: Customer-Driven Products
Listen to customer and designer requests to guide new product introductions.
Slide 4:
Title: Packaging Matters
Prioritize secure packaging over aesthetics for safe, compact product delivery.
Slide 5:
Title: Exceptional Service
Make customer service a core value, promptly addressing issues to build loyalty.
Slide 6:
Title: Simplify Decisions
Curate options to streamline the buying process, focusing on functionality and aesthetics.
Slide 7:
Title: Adapt to Trends
Stay attuned to design trends, updating offerings to meet evolving customer preferences.
Slide 8:
Title: Solve Your Problem
Identify challenges in your industry and create solutions that resonate with customers.
Slide 9:
Title: Embrace Growth
Prepare for increased demand by optimizing logistics and expanding strategically.
Slide 10 (CTA):
Discover more DTC insights on the DTC Pod, available on your favorite podcast platform.
One Off Tweets
Custom window treatments are complex, but Everhem aims to simplify the process without compromising quality or durability.
Everhem's business model caters to both end consumers and interior designers, offering easy online orders and professional installation services.
Haley Weidenbaum's focus on design details at Everhem ensures a curated experience for customers, down to the oil-rubbed bronze chain for window shades.
Exceptional customer service is a core value at Everhem, shaped by the founder's experience in hospitality and commitment to prompt problem-solving.
Everhem's customization tool makes measuring and selecting window treatments user-friendly, even for those unfamiliar with the process.
By offering curated options and updating fabrics periodically, Everhem simplifies decision-making for consumers while prioritizing functionality and aesthetics.
Everhem addresses the challenges of online shopping for custom products through thorough measurement guides and dedicated customer support.
Focusing on word-of-mouth marketing, Everhem relies on positive customer experiences to drive referrals in lieu of repeat purchases.
Everhem's new line of 100% linen fabrics in moodier colors reflects the shifting trends in interior design, moving away from lighter kitchen and hardware aesthetics.
By fostering authentic partnerships with influencers, designers, and complementary brands, Everhem aims to expand its product offerings and involve interior designers in shaping its range.
Twitter Post 1
Here's a fun fact from the podcast episode, matched to the style of your example:
Everhem's compact packaging often surprises customers.
So much fits into a small box!
Founder initially learned this the hard way.
Mindsets
Here are three mindset shifts that listeners could make based on the insights shared in the DTC Pod episode featuring Haley Weidenbaum of Everhem:
💭 Embrace a customer-centric approach. By prioritizing exceptional customer service and focusing on solving customer pain points, you can build a loyal customer base and drive word-of-mouth referrals. Remember that every interaction is an opportunity to create a positive experience and foster trust.
💭 Cultivate authentic partnerships. Collaborating with influencers, designers, and complementary brands can help you expand your reach, enhance your product offerings, and tap into new sources of creativity. Seek out relationships that align with your values and offer mutual benefits, as these connections can play a significant role in shaping your brand's growth and success.
💭 Adapt to evolving market trends. Stay attuned to the needs and preferences of your target audience, and be willing to adjust your product offerings accordingly. By monitoring trends within your industry and engaging with your customer community, you can identify opportunities to introduce new products or variations that resonate with your customers and set your brand apart from competitors.
For more insights on building a thriving direct-to-consumer business, be sure to check out the full episode of DTC Pod featuring Haley Weidenbaum. Don't forget to subscribe to the show for future episodes packed with valuable lessons from successful D2C founders and operators!
Tactics
Sure, here are 5 specific tactics and strategies inspired by the Everhem business model that listeners could implement to improve their own businesses:
🌟 Capitalize on your unique industry insights. As an interior designer, Haley Weidenbaum identified a gap in the market for high-quality, custom window treatments with exceptional customer service. Consider how your professional background and experiences can help you spot opportunities to innovate and meet unmet customer needs in your industry.
🌟 Prioritize customer service from day one. Everhem's commitment to providing personalized, responsive customer support has been a key driver of their success and positive word-of-mouth growth. Invest in building a strong customer service foundation early on, even if it means personally handling customer interactions as a founder.
🌟 Leverage your network for initial traction. Haley initially grew Everhem through her existing interior design network in Los Angeles. Don't underestimate the power of your personal and professional connections when launching a new venture. Actively seek out opportunities to share your business with people who can help spread the word and provide valuable feedback.
🌟 Embrace a curated, user-friendly approach. Everhem simplifies the often-overwhelming process of selecting custom window treatments by offering a carefully curated selection of fabrics and options. Consider how you can streamline your product offerings or user experience to make it easier for customers to make confident purchasing decisions, even for complex or highly customizable products.
🌟 Collaborate with influencers and complementary brands. Everhem's future growth strategy involves building authentic partnerships with influencers, designers, and brands that complement their offerings. Identify key players in your industry or adjacent markets who share your target audience and values, and explore opportunities for mutually beneficial collaborations that can help expand your reach and product line.
In Depth Thread
Here's a post leveraging the strategy described in the recording, matching the tone, style, and format of the provided example:
Overrated: Social media influencer marketing.
Paying influencers to promote your D2C brand is a quick way to burn cash without building lasting customer relationships.
Underrated: Authentic partnerships.
Everhem focuses on building genuine connections with influencers, interior designers, and complementary brands to foster trust and expand product offerings in a meaningful way.
4 Partnership Principles
Mutual Benefits: Ensure collaborations yield advantages for both parties.
Product Influence: Involve partners in shaping product range and development.
Shared Values: Align with partners who share your brand's core principles.
Long-Term Vision: Cultivate enduring relationships, not one-off promotions.
Trends Tracking Tactics
Stay attuned to the pulse of your industry:
Engage with design communities to forecast shifting consumer needs.
Adapt product offerings based on emerging trends and direct requests.
Test new products with core audiences before wider launches.
Crafting an Experience
It's not just about the product; it's the entire customer journey:
Simplify decision-making with curated, functional, and aesthetic options.
Provide thorough guides and personalized support to navigate complexities.
Deliver products with care, ensuring secure packaging and compact shipping.
Service-Centric Mindset
Exceptional customer service is a core value, not an afterthought:
Promptly address issues with replacements or alternatives when needed.
Offer virtual consultations to assist with measurements and selections.
Maintain transparency about production timelines and quality expectations.
Installation Innovation
Overcome logistical hurdles with creative problem-solving:
Build a network of vetted installers, prioritizing cities with high demand.
Fly trusted installers to underserved areas for complex projects.
Suggest viable alternatives when shipping and installation aren't feasible.
Founder-Driven Focus
Lean into your background and industry experience:
Leverage first-hand knowledge to identify pain points and craft solutions.
Infuse personal values into your brand's DNA and customer interactions.
Evolve offerings based on direct insights and customer feedback.
Word-of-Mouth Wins
Prioritize customer experiences that organically drive referrals:
Deliver on promises to generate positive reviews and repeat business.
Encourage satisfied customers to spread the word within their networks.
Capitalize on increased demand by refining processes and expanding wisely.
Connect with Everhem:
Website: everhem.com
Instagram: @Everhem
Founder: Hailey Weidenbaum
Get real-time support via their chat for all your window treatment needs.
New Idea
Idea #1: Personalized Customer Service Drives Success
Everhem prioritizes personalized customer service as a key driver of their success, as evidenced by:
Founder's Background: Haley Weidenbaum's previous experience in hospitality shaped her emphasis on exceptional customer service as a core value for Everhem.
Prompt Problem Resolution: In the early stages, the company handled issues like incorrect measurements or damages swiftly, replacing products and setting a strong foundation for their customer service department.
Positive Customer Reviews: Everhem's generally positive reviews on Trustpilot reflect the effectiveness of their strong customer service approach in creating satisfied customers who drive referrals and word-of-mouth marketing.
Tweet thread on learnings
Tweet 1:
🎙️ Just listened to an insightful episode of the DTC POD with guest Haley Weidenbaum, CEO of @Everhem.
Key takeaways on building a successful D2C brand in the window treatment industry: 🧵👇
Tweet 2:
Identify a problem and solve it for your customers
Haley's experience as an interior designer exposed the challenges in sourcing quality window treatments.
Everhem was born out of a desire to provide a better solution for both designers and consumers.
Tweet 3:
Focus on exceptional customer service
Influenced by her hospitality background, Haley prioritizes personalized support.
From virtual consultations to prompt issue resolution, Everhem aims to deliver a seamless experience.
This approach has led to positive reviews and word-of-mouth referrals.
Tweet 4:
Simplify the decision-making process
Everhem curates a selection of fabrics and options to make custom window treatments accessible.
By offering guided choices and a user-friendly customization tool, they empower customers to make informed decisions.
Tweet 5:
Adapt to industry trends and customer needs
Everhem closely monitors design community trends to forecast demand.
When designers requested cafe curtains, they listened and added them to their product line.
Staying attuned to customer needs helps drive product innovation.
Tweet 6:
Build authentic partnerships
Haley emphasizes the importance of collaborating with influencers, designers, and complementary brands.
These relationships foster trust, expand product offerings, and contribute to creative development.
Involving interior designers in shaping Everhem's range is a key goal.
Tweet 7:
📢 For more insights on growing a D2C brand, check out the full episode of the DTC POD featuring Haley Weidenbaum.
🌐 Visit everhem.com to explore their custom window treatment solutions.
📱 Follow @Everhem on Instagram for design inspiration.
#DTCPod #Everhem #WindowTreatments
LinkedIN - Start from Scratch
If I had to build a successful home decor company from scratch, here's the strategic approach I'd take:
(This is the exact playbook Haley Weidenbaum used to scale Everhem into a leading online destination for custom window treatments)
To turn website visitors into loyal customers (and loyal customers into brand advocates), you need a business model that:
• Offers a curated selection of high-quality products
• Provides exceptional customer service and support
• Leverages technology to simplify the buying process
So...
How do you create a standout brand that attracts, engages, and converts?
By using the Direct-to-Consumer (DTC) Framework.
A DTC model has 3 key components:
• Simplified product offerings
• Personal touch service
• User-friendly e-commerce platform
Simplified offerings narrow the choices.
It helps guide customers to the best solutions for their needs.
Personal service builds trust and loyalty.
It makes the brand feel more human and relatable.
User-friendly tech enables self-service.
Online tools let customers easily customize and purchase.
The key is to get the right combination:
• Curate products to simplify decisions
• Offer live support to assist when needed
• Integrate tech to facilitate online buying
Most home decor brands go wrong by overwhelming customers with too many options. They lack the service to help narrow the selection.
The solution?
Focus on being an expert guide first, then let tech enable self-service once trust is built.
So how can you implement a DTC model for home decor?
Step 1: Define your niche
What specific decor problem will you solve?
What style or aesthetic will you own?
Tell your unique founder story
Step 2: Develop your assortment
Curate a focused selection of products
Provide custom options to meet varied needs
Partner with experts to inform your offerings
Step 3: Prioritize service and tech
Build a knowledgeable support team
Offer free design consultations
Create online tools to simplify customization
The biggest takeaway?
Succeeding in home decor, like any DTC brand, is iterative.
Just start serving customers.
Anything you'd do differently?
Would love to hear it.
--
Check out the full convo with Haley here:
https://dtcpod.com/episodes/everhem
And follow along as Everhem makes custom window treatments more accessible for consumers and designers alike.
Future State, 6 reasons post
In 6 months, Everhem established itself as a leading online custom window treatment company, offering exceptional quality, service, and a seamless customer experience. By focusing on authentic partnerships and customer-centric innovation, Everhem is poised to transform the industry. Here are 6 strategies that can propel Everhem to even greater success:
BACKGROUND:
Before Everhem, the custom window treatment market was fragmented and challenging for consumers and designers alike.
Customers faced:
Limited product options
Inconsistent quality
Unreliable customer service
Complicated ordering processes
Designers struggled with:
Sourcing suitable products
Coordinating measurements and installation
Lack of customization options
Time-consuming project management
Everhem recognized these pain points and set out to create a better future for the industry.
The Everhem Vision:
Curated, high-quality product offerings
Simplified, user-friendly online ordering
Exceptional, personalized customer service
Streamlined measurement and installation
Collaborative partnerships with designers
Innovative, trend-driven product development
By addressing the needs of both consumers and designers, Everhem is uniquely positioned to lead the industry's transformation.
RECOMMENDATIONS:
Expand the trade program, offering exclusive customization options and dedicated support to strengthen relationships with interior designers.
Develop a network of trusted, Everhem-certified installers in key markets to ensure consistent, high-quality installation experiences.
Implement a robust customer feedback loop to continually improve products, services, and the overall customer experience.
Invest in educational content and resources to empower customers and designers, making the custom window treatment process more accessible and approachable.
Foster authentic partnerships with influencers, designers, and complementary brands to expand reach, build trust, and drive product innovation.
Leverage data and technology to personalize the customer journey, offering tailored recommendations and streamlining the ordering process.
By focusing on these strategies, Everhem can solidify its position as the go-to destination for custom window treatments, revolutionizing the industry and delivering unparalleled value to customers and designers alike.
What other strategies do you think Everhem should consider to drive growth and innovation in the custom window treatment market? How can Everhem continue to differentiate itself and set new standards for quality, service, and customer experience?
About the Episode
Haley Weidenbaum is the CEO and co-founder of Everhem, a direct-to-consumer company specializing in custom window treatments like shades and drapery. With a background in interior design, Haley started Everhem in 2019 to address the challenges she faced in sourcing high-quality products and reliable customer service in the industry.
In this episode of DTC Pod, Haley discusses the strategies that have helped Everhem grow and differentiate itself in the market. She highlights the importance of exceptional customer service, offering a user-friendly website for easy customization, and providing free virtual consultations to assist customers with measurements and selections.
Haley also shares insights on how Everhem caters to both end consumers and interior designers, maintaining a curated selection of fabrics while accommodating designers with further customization options. She emphasizes the value of authentic partnerships with influencers, designers, and complementary brands to foster trust and expand product offerings.
Throughout the conversation, Haley touches on the challenges of selling custom products online and how Everhem addresses them through thorough measurement guides and customer support. She also discusses the company's focus on word-of-mouth marketing, relying on positive customer experiences to drive referrals in lieu of repeat purchases.
Episode Summary
Haley Weidenbaum is the CEO and co-founder of Everhem, a direct-to-consumer company specializing in custom window treatments. With a background in interior design, Haley started Everhem to address the challenges she faced in sourcing quality products and reliable service in the industry.
In this episode of DTC Pod, Haley discusses the process of launching and growing Everhem, from the initial idea to navigating the challenges of the COVID-19 pandemic. She shares insights on the importance of exceptional customer service, curating product offerings, and building authentic relationships with designers and influencers to drive product innovation and expand reach in the market.
Success Strategies
Here are 3 strategies for DTC success based on insights from Haley Weidenbaum of Everhem:
Offer a curated, designer-like experience for consumers
Everhem's success stems from positioning itself as a solution between small local shops and large commercial retailers. By providing a carefully curated selection of high-quality fabrics and products, they simplify the decision-making process for consumers while still offering the personalized touch of a designer.
Focus on understanding your target audience's needs and pain points, then tailor your product offerings and shopping experience to address those concerns. Curate a selection that balances variety with simplicity, guiding customers towards the best choices for their specific requirements.
Prioritize exceptional customer service and support
From the very beginning, Haley emphasized the importance of providing outstanding customer service. Everhem's commitment to promptly addressing issues, offering replacements, and maintaining open communication has been instrumental in building a loyal customer base and generating positive word-of-mouth referrals.
Invest in a robust customer service department that can handle inquiries, provide guidance, and resolve problems efficiently. Offer free virtual consultations or comprehensive guides to help customers navigate complex purchases, ensuring they feel supported throughout the buying journey.
Cultivate authentic partnerships with influencers and designers
Everhem's future growth strategy involves fostering genuine relationships with influencers, designers, and complementary brands. By collaborating with industry professionals to develop new products and expand their offerings, they aim to build trust and credibility within their target market.
Identify key influencers and designers who align with your brand's values and aesthetic. Engage them in the creative process, seeking their input on product development and design. These authentic partnerships not only help to expand your reach but also lend valuable insights into the evolving needs and preferences of your audience.
Castmagic LinkedIn Post
Custom window treatments made simple — online.
In this episode of DTC Pod, Blaine Bolus is joined by Haley Weidenbaum, CEO & Co-Founder of Everhem, the first end-to-end custom window treatment solution.
With a background in interior design, Haley shares her journey of identifying a major customer pain point and building a DTC business to address it.
We unpack Everhem's approach to simplifying the complex process of custom window treatments, catering to both consumers and interior designers. Key topics include curating product offerings, providing exceptional customer service, building a professional installation network, and fostering authentic partnerships.
Listen to the full episode here: [link]
#dtc #ecommerce #interiordesign #customwindowtreatments #homedecor
IG Reel Vids
Haley Weidenbaum spent 8 years as an interior designer, struggling to find quality window treatments for her clients. Fed up with the lack of options, she teamed up with her husband to launch Everhem in 2019, offering custom shades and drapery direct-to-consumer. Despite the challenges of starting a business and navigating the pandemic, Everhem found success by focusing on exceptional customer service and a user-friendly website. Haley's industry expertise and commitment to quality have helped Everhem stand out in the window treatment market. By listening to customer and designer requests, they've expanded their product offerings and formed authentic partnerships to drive growth. With a keen eye for design trends and a dedication to customer satisfaction, Haley and Everhem are poised to revolutionize the way people shop for custom window treatments.
IG Video
Here's a 30-60 second short form video script in the same style and format as the example provided:
Everhem is disrupting the window treatment industry and you might not have heard of them yet. Founded by Haley Weidenbaum, an interior designer frustrated with the lack of quality and customer service in the market, Everhem was born in 2019. Haley's goal was simple: create a seamless online experience for ordering custom window treatments without compromising on quality or design.
In 2022, Everhem noticed a surge in requests for a specific product - cafe curtains. Designers and customers alike were clamoring for this trendy window treatment option. Haley listened and quickly added cafe curtains to their product line. This strategic move catapulted Everhem's growth, attracting even more designers and consumers looking for on-trend, high-quality window treatments.
Today, Everhem continues to innovate based on customer feedback and design trends. They've introduced new fabrics, colors, and hardware options to stay ahead of the curve. Everhem's success story showcases the importance of staying attuned to your customers' needs and adapting your business to meet them head-on.
📢 Short VO
Here is a short intro based on the context of the recording, matching the tone, style and format of the given example:
One of the keys to building a successful D2C business is delivering an exceptional customer experience. Let me explain.
I recently had Haley Weidenbaum on the podcast. She's the CEO and co-founder of Everhem, an online custom window treatment company. In the episode, Haley shares how Everhem's focus on personalized service and attention to detail sets them apart in an industry where quality and reliability are often lacking. For example, using higher-end materials like oil-rubbed bronze chains, offering free virtual consultations, and providing professional installation through a vetted network. Haley also discusses how her background in interior design shaped Everhem's product offerings and customer-centric approach, as well as the challenges and opportunities of growing a made-to-order business. It's a great conversation about carving out a niche in a complex market. Tune in and let me know what you think!
About the Episode
Haley Weidenbaum is the CEO and co-founder of Everhem, a direct-to-consumer company that specializes in custom window treatments. With a background in interior design, Haley started Everhem in 2019 to address the challenges she faced in sourcing high-quality, custom window treatments for her clients.
In this episode of DTC Pod, Haley discusses the strategies that have helped Everhem grow and establish itself in the custom window treatment market. She emphasizes the importance of exceptional customer service, offering a user-friendly customization tool, and providing free virtual consultations to help customers with measurements and selections.
Haley also shares insights on how Everhem caters to both end consumers and interior designers, offering a curated selection of fabrics and customization options. She discusses the challenges of online shopping for custom products and how Everhem addresses them through thorough measurement guides and customer support.
Throughout the episode, Haley highlights the significance of authentic partnerships with influencers, designers, and complementary brands to foster trust and expand product offerings. She also touches on Everhem's future goals, which include involving interior designers in shaping the company's product range and development.
Episode Summary
Haley Weidenbaum is the CEO and co-founder of Everhem, an online platform specializing in custom window treatments like shades and drapery. With her background in interior design, she started the company in 2019 to address the challenges she faced in sourcing quality products and reliable service in the industry.
In this episode of DTC Pod, Haley discusses Everhem's journey from launch to growth, highlighting their focus on exceptional customer service, a user-friendly website, and a curated product selection. She shares insights on catering to both consumers and interior designers, navigating the challenges of custom online sales, and the importance of authentic partnerships in shaping their product offerings and driving word-of-mouth marketing.
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