WAYWARD is a New York based multidisciplinary design studio, producing a line of luxurious home products and small leather accessories. Our mission is to create moments of unexpected beauty in everyday living.

We produce all of our products at small workshops and factories, right here in New York city. Relationships are important to us! For WAYWARD, business means collaboration, honesty and generosity. We partner closely with small US manufacturers to bring our designs to life, and we honor the “makers” -- the people whose hard work and expertise make quality products available to all of us. Limited edition and small batch production enable each piece to be crafted with careful attention to detail and quality. Our work is thoughtful and unhurried, an antidote to the mass-produced.

How did you earn your first sales? Which channels are now generating the most traffic and sales for you?

We launched WAYWARD at the ICFF trade show in 2013, with our collection of marbled leather pillows. We were featured in Design Sponge, (ICFF 2013: Ten Great Textile Designers.) and had an amazing response! We found that people loved our textiles, and wanted to be able to buy them online. Shortly after, we launched our Shopify site, adding to the selection of leather accessories, jewelry and hand-made ceramics.

In April, Lucky Magazine included WAYWARD in 11 Sustainable Brands That Are Changing The Face Of Eco-Friendly Fashion. Our new collection of Metallic Leather Pillows is about to go live, and we have more accessories including tote bags in development.

Our Shopify site has played a huge role in our development so far! WAYWARD is still very new, but the Shopify site has allowed us to integrate with social media and build our presence online, as we develop our specialty store business. It allows us to test the market with new designs, and gives us major flexibility and agility in terms of introducing new ideas and products.

Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?

Except for manufacturing our designs (we work with amazing small US factories for that!), we do everything for WAYWARD from our shoe-box sized studio in the middle of Manhattan, just steps away from the Garment District. While much of our design work is offline, almost all of the sales and promotion for WAYWARD happen online through our Shopify site.

What are your top recommendations for new ecommerce entrepreneurs?

Take advantage of how well the Shopify site integrates with shipping, newsletter subscription services and social media. Also - the Shopify App for mobile devices means that even if you do EVERYTHING for your business yourself, you can still step away from your studio or workdesk for those rare moments of freedom - without worrying that you will miss an important order.

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