With a background in Interior Design, Danielle Nichols developed Form.Function.Style to “provide a shopping experience with awareness and with insight – without sacrificing great style.” Dedicated to quality design is certainly one reason they’re doing well, but how what else does Danielle do to keep her company going from strength to strength? We were lucky enough to ask her ourselves. Here’s what she had to say!
Q. What’s one of the most important PR lessons you’ve learned?
A. That relationships are everything! Editorial is a wonderful bonus and can’t be expected…and to appreciative every bit you get! Take care to tailor your submissions to suit the publication and make their job easier – work with them.
Q. Which social media platforms work best for your store?
A. We have the most followers on Facebook but for direct interest and sales the more visual platforms are best – like Pinterest and Instagram. Twitter is great for developing business relationships and connections.
Q. What’s something you never cut corners on for your brand?
A. Customer service for sure. The first thing I do each day is make sure orders are organised and customers emails and calls are answered. The visual quality of our store is also my top priority – that it works, looks and ‘feels’ as it should. PR – that’s where Press Loft have been an invaluable tool for us…especially now we’re making inroads internationally.
Q. What’s one of the most exciting editorial features you’ve had?
A. When we had our Bookworm Cardboard Stool in The Herald Sun HOME lift-out, 6 months into Form.Function.Style starting up. Sold close to 70 stools within 2 days!! Kind of put us on the map and was a huge encouragement and initiation 😉
Q. And, one for our curiosity…What are your favourite magazines/blogs at the moment?
A. I try to be across it all in some way…that’s where editorial is a great excuse to check out the mags;) I love Habitus, Home Beautiful and House & Garden for consumer friendly Australian content and I have a thing for the Spanish and French editions of Architectural Digest. Always good to keep an eye on fashion magazines too, for future homeware/interior forecasts. My favourite blogs would have to be Yellowtrace, Est and Design Love Fest.
You can check out Form.Function.Style’s Press Office here.
Form.Function.Style showroom
