The home decor and lifestyle industry in India has been witnessing a dynamic transformation over the past decade. With consumers seeking personalized, aesthetically pleasing, and trend-driven designs, there is a growing demand for curated products that reflect global styles yet remain relevant to local tastes. Seasonal home linen, in particular, has become a significant segment, as more people look to refresh their living spaces according to festivals, seasons, and personal milestones. Small businesses that focus on creativity, quality, and unique offerings are carving a niche in this evolving landscape, blending tradition with contemporary trends.
Amid this exciting growth, Curated By Liz has emerged as a thoughtful and innovative player, offering seasonal home linen that captures the essence of global design trends while being completely accessible online. Founded by Elizabeth, a passionate entrepreneur and mother, the brand brings exclusive designs for every season, festival, and celebration, making home decoration both beautiful and meaningful.
A Personal Vision Turned Into a Home-Based Business.
Elizabeth started Curated By Liz in 2018 when she was just 25 years old. The idea sparked while celebrating her daughter’s birthday and gradually expanded to creating products for Christmas. What began as a small-scale endeavor with a handful of table runners quickly evolved into a seasonal online store. Elizabeth carefully curates every collection based on global trends she observes during her travels. From nutcracker motifs during Christmas to vibrant florals in spring, each design reflects a thoughtful blend of international inspiration and local sensibility.
Running the business entirely from home while raising two young daughters, Elizabeth has built a brand that balances creativity, family, and entrepreneurship. The products are available exclusively online, allowing her to reach customers across India without the limitations of a physical store. This model has enabled her to grow steadily, adding tablecloths, runners, and other linen items year by year, responding to customer preferences and festival seasons.
Uniqueness and Challenges of a Growing Startup
Curated By Liz distinguishes itself through its commitment to staying ahead of design trends. Elizabeth travels extensively and visits specialty stores around the world, bringing back inspiration to infuse into her seasonal collections. This dedication allows the brand to offer something fresh and different in a market where classic reds and whites often dominate Christmas decor. Her approach combines global creativity with practical accessibility, ensuring that customers experience both innovation and familiarity.
Like many small businesses, Elizabeth faces challenges beyond product creation. Support from the wider community, even in the form of social shares, recommendations, or comments, is crucial for growth. Despite starting with minimal inventory, Elizabeth’s perseverance has paid off. The brand now serves around 1000 customers, totaling more than 5,000 parcels delivered, a testament to the power of quality, word-of-mouth marketing, and customer loyalty over follower counts.
Vision for the Future and Lasting Impact.
Looking ahead, Elizabeth envisions expanding her home-based operations rather than moving into a physical store. She aims to grow her unit, add more skilled tailors, and source select products from her travels abroad. Collaborations with other brands are also part of her future plans, allowing Curated By Liz to remain innovative and relevant in the home linen market.
The company’s mission is to make seasonal home linen accessible to everyone across India. By shipping to all corners of the country and maintaining an online-first approach, the brand ensures that every customer can experience quality, globally inspired designs. Elizabeth’s thoughtful curation, dedication to trends, and ability to balance family and business make Curated By Liz a remarkable example of how small businesses can thrive in the modern home decor industry.
To Know more visit: https://www.instagram.com/curated_by_liz?igsh=MXR6dzhobWRyY3BtYg==
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