JUNIPER HOUSE

OWNER & CO-FOUNDER | 2016 to 2019

As a seasoned luxury furniture industry veteran, I was frustrated by the complex and outdated practices that were the norm. From overwhelming product libraries to uninspiring showrooms and tedious lunch and learns, it was clear that the industry was in need of a fresh approach.

As a millennial with a strong digital background and a passion for outdoor design, I saw the opportunity to create a simple, memorable, and web-driven solution for designers. This led to the creation of Juniper House, the leading authority on outdoor living and the go-to source for everything outdoor. With a focus on great design from around the world and exceptional customer service, Juniper House quickly established itself as a top player in the industry.

In just three short years, I grew the San Diego sales territory to $1.4 million through cold calls and designer presentations, managed relationships with over 30 global brands, and directed the manufacturing and distribution supply chain and imports. This success ultimately led to a successful sale of the company.

brand identity

**Name Development**
To achieve this, I started with a name that not only sounded great, but also evoked the grand estates and fashion houses of Europe. I chose the name "Juniper" because it is a key ingredient in gin – the foundation for a perfect gin and tonic, which is widely regarded as the quintessential outdoor cocktail.

**Logo Design**
The logo and emblem were designed to capture the casual ambiance of outdoor living. I started with handpainted ink illustrations of juniper branches and berries, and used these as silhouettes for watercolor abstracts that I painted to evoke the feeling of sunlight streaming through trees or the movement of pool water. The sans serif font was chosen for its clean and modern aesthetic, which matched the furniture lines we represented, and also positioned us well for clear branding on future private label furniture pieces.

sales & marketing

Our sales strategies and catalog placement led to Juniper House products being selected for a wide range of projects, including luxury hotels, restaurants, multi-family housing developments, and high-end residential projects across the United States. Leveraging cold calls and curated designer presentations, I personally grew the San Diego sales territory to $1.4 million within two years.

**Sales Materials**
In order to stand out in a crowded market, I designed distinctive sales materials, including a magazine file and sample box that could be easily found on a designer's shelf. These branded solutions were placed in the libraries of leading design firms across the western US and ensured Juniper House was a recognizable and memorable brand.

**Cocktail Parties**
I also developed a curated designer presentation program that centered around an end-of-day cocktail party. This lighthearted approach tied Juniper House to fun and enticing experiences and helped us stand out in a crowded market. We found through this tactic, designers were more engaged and open-minded as we offered something for them to look forward to at the end of their workday, rather than interrupting their midday workflow.

**Advertisements**
As a part of ongoing marketing initiatives, Juniper House published multiple advertisements for Luxe Magazine. As the designer of the advertisements, I made sure the artwork was compliant with editorial standards and captured readers attention.

Website design & management

As a key member of the Juniper House team, I played a pivotal role in the development and execution of our online showroom - a one-stop destination for designers seeking top-of-the-line outdoor products. Leveraging my expertise in web design, I crafted a visually stunning and user-friendly website, working closely with Shopify developers to create a custom template that exceeded expectations.

**Website Management**
I expertly managed a vast catalog of thousands of outdoor furniture and décor products from our 30+ esteemed brands, ensuring all aspects - including photo editing, keyword management, finish offerings, pricing, and product descriptions - were kept up-to-date and accurate. I also took charge of the website's aesthetic, redesigning the home page theme and creating custom artwork quarterly to align with seasonal changes.
Furthermore, I championed our online presence by authoring engaging blog posts and sharing design inspiration across our website and social media platforms. Through my efforts, we were able to offer designers a seamless shopping experience, solidifying Juniper House's position as the go-to source for premium outdoor furnishings.

Vendor management & logistics

**Represented Furniture Companies**
As the leading authority on outdoor design, Juniper House was dedicated to finding and establishing mutually beneficial partnerships with the best outdoor brands from around the world. Through these relationships, we were able to help these brands grow their sales within the US market, while also providing our customers with access to a wide range of high-quality products. Our focus on building strong relationships with the best outdoor brands was a key factor in our success and growth as a company.

Ego Paris - France

Indigenus - South Africa

Tidelli - Brazil

10DEKA - Greece

Sachi - Portugal

Jane Hamley Wells - US

Bend Goods - United States

Sika Design - Denmark

RS Barcelona - Spain

Plust - Italy

Studio Stirling - South Africa

Cane Line - Denmark

Umbrosa - Belgium

Artifacts International - United States

Oasiq - Denmark

Studio Stirling - South Africa

Slide - Italy

Marc Phillips Rugs - United States

Cuscini - Canada

Extremis - Belgium

May - Germany

Santa Barbara Designs - United States

Woodline - South Africa

and more…

**Logistics**
I had the exciting opportunity to collaborate with a diverse array of brands from every corner of the globe, honing my expertise in managing intricate global logistics. I expertly negotiated with top international shipping companies to streamline orders and fill containers, resulting in cost savings for both the company and our customers. I meticulously oversaw the import process at key ports across the US and collaborated with freight forwarders to guarantee the timely and flawless delivery of our customers’ orders.

Event production

As a respected leader in the outdoor furniture industry, Juniper House actively participated in a diverse range of trade shows, show houses, and other event productions. These events presented an exceptional platform for us to showcase our premium products and establish valuable connections with designers and industry professionals. Our participation in these events not only drove sales and propelled our business to new heights, but also kept us at the forefront of industry trends and developments, allowing us to better serve our customers and solidify our position as the ultimate authority on outdoor design.

I played a crucial role in managing our event presence, overseeing relationships and negotiations with trade show producers, collaborating with designers to ensure the optimal placement of our products, and designing, building, and sourcing materials for our booths. I also led production teams on the placement of furniture and lighting, ensuring our presentations were visually stunning and impactful. Through my dedicated efforts, we were able to make a lasting impression on attendees and establish ourselves as a leading player in the outdoor furniture industry.