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Does it work?

I  have always loved interiors websites and one of the best is

For me it merges the beauty of an interiors blog or magazine with the simplicity of an ecommerce site. Founded by Antonia Graham, you can immediately see the personal touches – from the ‘History’ feature and ‘About Us’ pages, to the styling, editorial and branding. Aside from having exquisite product, the design of the site is exceptional. Despite the business growing rapidly, the product edit has remained concise and well edited, so it is easy to browse through each department. I really like the interesting style collections such as ‘French Chateau’ and ‘Kartell’, which edit down the product by style.

Despite now living in a virtual world, seeing a telephone number for the customer service team is very important for many shoppers and I always look for it. Graham and Green’s telephone number is clearly visible at the top of the page, giving shoppers peace of mind if they can’t find something or they have a query. The delivery service is prompt and when I missed a delivery the team was efficient about rebooking it.

When it comes to the photography and merchandising, every product is beautifully shot and then merchandised in an aspirational setting, which entices you to buy. Whether it is a candle stick, lighting or a chair, it is photographed in a unique setting to make you want to recreate the look at home. The all-important zoom function lets you see the product in detail and the product page gives clear details on delivery costs. There is also a reviews tab, so you can read reviews by other shoppers.

Interesting departments, such as ‘New Summer Finds’, and the ability to shop by product type, room type and season make the browsing experience easy and engaging. Having a feature such as ‘Back in Stock’ is a simple way to see the most popular product and to remind you when a favourite comes back to the site.

Navigation is simple and editorial-style features such as the ‘Great Outdoors’ flip book add to the experience. Interiors don’t tend to be an impulse purchase, but I find myself drawn to purchase from the newsletters and engaging home page, while the opportunity to browse for hours on end is always there with fabulous product mix.

  • Sarah Curran, Founder of premium etailer

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