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Amenity : CEO + Founder

 Dream Job #3 – My Dream

With the dream of a cradle to cradle home, Amenity was founded in 2004. Our goal was to create a destination for stylish, sustainable living. With partner Kristina de Corpo, we designed, manufactured and marketed sustainable home textiles and furniture. We grew the brand to over 100 store and produces new collections twice a year. In 2010, in the wake of the housing crisis, we reduced our wholesale business to strategic stores, and focused on more lucrative web sales of the furniture collection. Unfortunately for Amenity, the efforts were not enough to keep the product line in the dwindling home furnishing market place. The partnership was dissolved and solo entrepreneur, I began offering creative services in sustainable product development and brand strategy — with a focus on strategic brand alignments to authentically generate brand evangelists.
  

 
 

September 2003 - May 2014 { Los Angeles, Ca }

THE STORY

After the .com crash, San Fransciso was flush with great designers and little opportunity. It was time to reinvent. I packed up my bags and moved the Los Angeles to pursue my dream moving into 3 Dimensions. I had my heart set on studying for a Masters in Architecture at the Southern California Institute of Architecture or Environmental Design Art Center. My passion was to design furniture, mobile environments (a fancy way of saying the interiors for yacht and air streams), or public space like playground. After a semester at Art Center I came to the realization that I don't need to be an Architect to love it and it was time to get out of school and just go for it. For a while I tried getting crafty with quilts and my sewing machine. Then after a few glasses of wine with a friend from art school, we decided to dream together. We both wanted to have our own studio. It was important to be sustainable and at the time if it was sustainable to was very - well, "Earthy". We wanted to make items for the home that resented with a more modern sensibility. 

To fund the line, we created a branding agency called "Can" and all the profit and extra time went into setting up the business and working on the first product. We launched our first collection of oversized botanical prints on organic cotton at the 2005 Contemporary Furniture Fair in New York. We launched our first furniture collection in 2007. Over the years, we added home accessories and a nursery line. We also expanded our store to sell 3rd party items to accent the line, including nursery furniture. For me, there was very little design time and I focused on the business and production aspects of the company. I love working with people and the Amenity family of staff and vendors gave me a lot to enjoy.