1. What’s the quick origin story of your brand, and what makes your product or positioning genuinely different from other options in your niche?

Jackie Jackson: Hayvenhurst was founded to prove that luxury design and sustainability can coexist. Dutch designer Robert Milder and I set out to create a furniture brand that combines exceptional craftsmanship, innovative design and environmentally responsible materials. Our collections feature premium indoor and outdoor furnishings made from sustainable resources, including recycled ocean plastics, while maintaining the quality and aesthetic standards expected in the luxury market. What sets Hayvenhurst apart is our ability to blend European design, sustainability and luxury into one offering, giving consumers a more conscious way to furnish their homes without compromising on style.

2. Since launch, what have been the 1-2 real turning points for your brand-specific decisions, pivots, or experiments that noticeably changed your growth or profitability-and what did you learn from them?

Jackie Jackson: One of Hayvenhurst’s biggest turning points has been exhibiting at Milan Design Week, where we recently completed our second consecutive year. The event has elevated our global visibility and connected us with key designers, architects and media who align with our vision of sustainable luxury.

Another important decision was partnering exclusively with sustainability-certified manufacturers and collaborating with select designers who share our values. These partnerships have strengthened the brand’s credibility and reinforced our position at the intersection of luxury design and environmental responsibility. The biggest lesson has been that authentic partnerships and a clear mission create lasting growth.

3. Which 2-3 channels drive most of your revenue right now (for example SEO, paid social, email, marketplaces, influencers), and what have you learned about making those channels work in your category?

Jackie Jackson: Our strongest growth channels today are Instagram, earned media and design exhibitions. Instagram allows us to showcase the visual appeal of our collections while connecting directly with consumers, designers and industry professionals. Earned media has been instrumental in building credibility and introducing Hayvenhurst to new audiences who value luxury and sustainability.

Exhibitions, particularly Milan Design Week, have also played a significant role in our growth by providing opportunities to engage with architects, designers, media and buyers face-to-face. What we’ve learned is that in the luxury furniture space, storytelling and brand authenticity are just as important as the product itself. Customers want to understand the design inspiration, craftsmanship and sustainability behind what they’re purchasing.

4. How are you thinking about search in 2026 – Google, AI assistants like ChatGPT, and other discovery platforms? What, if anything, have you changed in your content or site to stay visible as AI search grows?

Jackie Jackson: We focus on creating authentic, informative content that clearly communicates our design philosophy, sustainability efforts and product quality. As consumers increasingly use AI-powered search and discovery tools, transparency and credibility are more important than ever.

To stay visible, we’ve placed greater emphasis on telling the story behind our products, materials and design process through our website and content. Rather than creating content for algorithms, we’re focused on providing accurate, useful information that helps both consumers and AI platforms better understand what makes Hayvenhurst unique.

5. What do you do to turn first‑time buyers into repeat customers and advocates? Are there specific experiences, content, or community touches that work especially well for you?

Jackie Jackson: Turning first-time buyers into repeat customers starts with delivering exceptional quality and service. In the luxury furnishings category, customers expect products that are thoughtfully designed, built to last and aligned with their values.

We stay connected with customers by sharing our design philosophy, sustainability efforts and new product developments. We’re also expanding the Hayvenhurst brand through partnerships in the yachting and luxury cruise industries, creating new opportunities for consumers to experience our products in real-world settings. We’ve found that when customers understand the craftsmanship, innovation and environmental responsibility behind our collections, they’re more likely to become long-term supporters and advocates for the brand.

6. If you had to write a short playbook for an ecommerce founder one stage behind you, what would you double down on over the next 12 months – and what would you stop doing entirely?

Jackie Jackson: I would double down on brand building, strategic partnerships and creating a clear point of differentiation. In today’s market, consumers have endless choices, so it’s critical to communicate not just what you sell, but why your brand exists and what makes it unique. I’d also invest in building relationships with media, industry leaders and aligned partners who can help expand your reach organically.

What I would stop doing is chasing every trend or growth tactic that promises quick results. Too many founders spread themselves too thin trying to be everywhere at once. Focus on your core strengths, stay consistent with your mission and make decisions that support long-term brand value rather than short-term wins.