In anticipation of her visit to Michigan Design Center during The May Event, we connected with Amy Flurry—co-founder of Aloka Home, PR consultant, and author of Recipe for Press: Designer Edition.
1. Can you tell us about the origins of Aloka Home—what sparked the idea, and how did you bring it to life?
Ashu Ladha, one of Aloka’s co-founders, has decades of experience in textile manufacturing and really saw the potential in this material early on. He and his son Monik were visiting family in their cultural home of India. On one of these visits, they were introduced to a source for these high quality, vintage quilts. Though the pieces were hand-stitched 60-80 years ago, the kantha quilts we select are still in amazing condition and quite strong. We always saw the quilts as a starting point for Aloka, as a unique material, one in which we could organize, then apply our own creative techniques to. The three of us started Aloka in mid-2019, then showed at High Point Market. It was clear that communications, commerce and creativity were becoming more closely intertwined and so it was natural to be in the development stages of range building and initial conversations as it is now to be directing our sewers and managing the team, day to day.
2. Your book, Recipe for Press: Designer Edition, has become a must-read for interior designers looking to elevate their visibility. What are some of the biggest mistakes designers make when trying to get press coverage?
I’ve assisted interior design firms, designer showrooms and manufacturers in positioning their companies through strategic communications, which includes visibility, for more than a decade. The biggest mistake they make when trying to get press coverage is not creating a simple plan that serves the goals of the business before diving in. And a part of this plan is research. Designers get excited when the photography comes back and start sharing haphazardly on social media and then they exhaust the potential of that project. Editors don’t want to see those images all over Instagram. If “overshared” they often consider the project overexposed and will pass on it.
3. The Ghiordes Knot offers an exclusive collection of bespoke stools and benches from Aloka Home, featuring material upcycled from hand-stitched saris from 60-80 years ago. What makes these pieces so special, and how do you see them fitting into today’s interiors?
What is very unusual about these benches and our furniture line is that you can use any of these pieces in a fairly modern setting OR in a traditional one. They complement a broad range of styles. And they are great conversation starters.
4. With so many designers vying for media attention, how can they stand out and successfully pitch their projects to editors? Are there key elements that make a pitch irresistible?
Photography is key. Publications don’t have the budgets to send photographers/stylists to shoot projects, so they’re usually going to use the images you are providing. This is true for products too. Good photography also underpins every channel of communication, from your website to newsletters to social media channels. It’s worth the investment.
5. Sustainability and craftsmanship appear to be at the heart of Aloka Home. Can you tell us more about your approach to honoring the history of these textiles while reimagining them for modern homes? Additionally, can you share what drew you to these materials and how they inspired the unique pieces you create?
Beauty drew us to these pieces, sheer and total beauty. But when you start working with them, when you hold them and see how many stitches it took to put even one piece together, you begin to sense the stories. Cloth retains so much memory. These pieces have energy of the loving and living hands immortalized in the fabrics. Additionally, we appreciate working with something that already exists, pieces that may be looked over by others often appeal to us. Our buyers look to Aloka as much for the curation as the quilt. And you get there by going through thousands upon thousands of quilts and organizing that in a way to create a sustainable business. Also, the relevance or repurposing in today’s world has never been greater.
6. For designers attending your presentation at MDC’s The May Event, what is one actionable PR strategy they can start implementing immediately to gain more exposure and attract new clients?
Read Recipe for Press! I look to my own book often as I simplified and consolidated the fundamentals of communicating a brand into this book. And from the start, understanding that your goal is not to find 100 editors to pitch, but perhaps ten in the total of six months helps you get in the mindset of researching and planning before pitching. Ultimately you want relationships with these editors. You want to know it’s a good fit before ever pitching and the “tell” of what makes it a good fit is in getting to know the publication before you pitch. Do you see companies or projects or products similar to yours being published? That’s a good sign that you’re a good fit.
7. How has Aloka enhanced your life in ways beyond being your new business model?
Aloka requires I apply my understanding of creative storytelling to sales and sales, in this business, is about relationships and growing together. Aloka has also expanded my community. Our buyers in the business are amazing and interesting people. As is our team in India. It is also a business that fills every day with heart-stopping beauty. And then that beauty extends to the home where I set my table with Aloka placemats or curl up under an Aloka quilt and watch a movie. There are few things not made better by covering it in Aloka.
Don’t miss the opportunity to meet Amy and Ashu in person at The May Event on Thursday, May 8! Amy will be presenting her expert PR insights during a special presentation, followed by a book signing and an Aloka Home trunk show at The Ghiordes Knot showroom. Trade members can pre-register here.