Helping a Luxury Tableware Brand Grow Online

Nina’s transition from luxury fashion to founding her own homeware brand is rooted in Scandinavian storytelling and emotional connection. After years at iconic names like Burberry and DeBeers, she’s now on a mission to bring people together around the table through beautifully hand-illustrated tableware — all inspired by family, food, and Swedish traditions.

But with limited budget and no team, Nina’s challenge is visibility — both B2C and B2B. In this episode, we explore how to make Nina D a known name in both homes and shops across the UK.

Core Business Model:

• Luxury Scandinavian tableware and homeware
• All designs hand-drawn by Nina herself
• D2C via her Shopify site and Etsy
• Growing focus on B2B: corporate gifting and retail stockists
• Products include placemats, coasters, napkins, and bespoke items

Current Marketing Activity:

• Instagram as her main visual platform
• Press Loft for DIY PR outreach
• Mailchimp for occasional newsletters
• No ad spend — just organic effort and word-of-mouth

While her products are stunning, Nina’s growth challenge is common: how do I get these in front of more people without a big budget?

Key Growth Opportunities:

LinkedIn Outreach for B2B

• Use LinkedIn Sales Navigator to find buyers and stockists
• Connect with people in lifestyle retail, hospitality, gifting and events
• Share behind-the-scenes content and personal storytelling
• Follow up with samples and a soft outreach message

Website Optimisation

• Reframe the About page as “My Story” to better humanise the brand
• Rename the Blog to reflect her roots — e.g. Scandi Scribbles or Studio Notes
• Move the blog link into the main navigation to increase visibility

Low-Budget Paid Media

• Use Meta Ads for light retargeting to website visitors and Instagram engagers
• Budget: £5–10/day to stay top-of-mind
• Promote gifting options and visual storytelling, especially around seasonal moments

Why She Should Avoid Google Ads (for now):

• High CPCs in a crowded homeware category
• No baseline ad data to optimise from
• Better to focus on organic traction and partnerships before scaling spend

Strategic Focus Areas:

• Build strong B2B relationships through direct outreach
• Leverage her genuine story and design process to connect emotionally
• Turn her personal brand into a growth engine on LinkedIn
• Use Instagram for visual inspiration and brand awareness

Nurture past customers with beautiful packaging, storytelling, and repeat gift buys

Nina’s brand has all the ingredients to succeed — heritage, heart, and handmade detail. With the right outreach and smart storytelling, she can go from a solo founder to a household name in design-led homeware.

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