Haley Weidenbaum, now co-founder with her husband Adam Weidenbaum of the Window Cover Company Everhemmade her debut in interior design in 2011. She signed up for a certification program on the subject through the UCLA extension program, and a year and a half later, she was ready to take business.
It was at this time that Haley discovered Homepolish, the home design startup that connected interior designers with customers. Haley worked as an interior designer at Homepolish for about six years. The company, which raised $ 20 million in funding in 2016Closed in 2019 after revealing that he had lacked capital.
Haley’s experience with Homepolish gave him a first -hand look at what could happen when a to start up grows too quickly. The work has also helped to lay the foundations for her and Adam to launch a business -related business – using a slow and strict approach to do so.
Image credit: Everhem graciousness. Adam and Haley Weidenbaum.
“At the time, window treatment was the most difficult part of my work,” said Haley Entrepreneur. “I did not find the right company to execute the conceptions I wanted. The quality was not great. Customer service in all the companies I tried was really poor. I just wanted to do it better. Offering exceptional and memorable experiences has always been my favorite thing to do as an interior designer.”
Adam, a graphic designer with professional training in finance, was an ideal co-founder to help make vision a reality. When Haley approached him about his idea for Everhem, Adam worked in a digital media agency where he focused on brand – And he was ready for a change.
“I knew enough not to doubt Haley at that time,” said Adam. “When she offers something, it will usually happen. So I said:” Of course, let’s do it. “” Adam learned everything he could on window treatments, built the business models of the company and started working on brand identity. One of the first most important steps was to offer the name of their new business.
“We wanted to find a name that was not specifically focused on the treatment of windows in itself because we did not know what the future of the company could hold,” recalls Adam. “Perhaps we would enter another vertical or multiple vertical. And then if we are getting into something to do with the windows, that will not make sense for people.”
Image credit: Everhem graciousness
“There was this double understanding. It is Swedish for the house, and all our products will be sewn by hand.”
The wheels began to turn after the couple watched an episode of Summary: The art of designA Netflix documentary on the creatives, who presented British interior designer Ilse Crawford. Shortly before launching the business, the Weidenbaums made a trip to Stockholm, Sweden, where they stayed at the Ett Hem hotel, which Crawford designed.
“We were very inspired by it,” said Adam. “(It was entirely) our atmosphere. We have learned that” the hem “is fundamentally the Swedish word for” house “(and) we have always felt a link with the hygge Movement, comfort. (“Hem”) made a lot of sense. There was this double understanding. It is Swedish for the house, and all our products will be sewn by hand. Then the “never” was added because it also made sense: it is for your home forever. “”
Everhem police are also inspired by Crawford – it is the same font used for the title of the designer’s book, A setting for life. It also happens that it is called “Tarzana”, which is the name of the city where Haley grew up. It was a moment of “full circle”, say the co-founders.
“We wanted to bring the user experience online and raise it.”
The Weidenbaums were wary of taking external capital from the start. In these first days, they used their savings to self -finance the business. Most of the money went to Build a website and acquire stocks. Kissing the slow and strict mentality, the co-founders did not expect a “huge boom” during the official launch of August 2019. The first organic order and the month of sales were “exhilarating”.
“We have entered an industry that has existed for decades and decades,” says Haley, “so we didn’t really try to reinvent the wheel (in terms of) what everyone did (with) by doing a personalized window treatment. But we wanted to change the format of customer service.
Image credit: Everhem graciousness
However, the Weidenbaums were prudent; Not knowing exactly how many cases they would have on their hands, they did not feel ready to Pitch to investors.
During his stay in Homepolish, Haley witnessed the way in which an injection of external capital could fundamentally change the operations of a company – and not necessarily for the best. Homepolish has tried to control many companies interior designers to earn money and meet the ambitious expectations of investors, notes Weidenbaums.
“Our caution with the search for investors has always been, we do not want to give in control of the fate of the company too early and risk ruining it,” explains Adam. “It seemed to be a more intelligent decision, at least at first, to do it bootWhether slow and see where it is going. “”
This conservative approach to growth has also extended to society hiring. At the beginning of 2020, a few months after the launch, the co-founders were still doing everything themselves. At this stage, the Weidenbaums had a child and twins on the way, so they knew that it was only a matter of time before they should not provide additional help. The couple hired their first member of the team a few weeks before the pandemic locking.
“Of course, for a while (during the pandemic), everything has essentially closed (and we) could do nothing,” said Adam. “(We were) bleeding in capital. But we offered discounts from 30% to 35% at all levels. Place your order now; we will make it when we can. And that really worked.”
Like many companies related to the house, Everhem has increased in demand in the middle of locking, with more people stuck inside and eager to improve their living spaces. Then came a wave of organic influencer Partnerships, which also helped the company increase. Everhem only started its paid marketing strategy until 2021.
Image credit: Everhem graciousness
Today, Everhem is a brand of several million dollars with a “small but powerful team” which helps it maintain its regular growth trajectory. Hiring – and ensuring that the new members of the team are suitable for good to – remains one of the most important and difficult objectives of the company.
“You never really know when you hire someone if he’s going to work or not,” says Adam. “We were extremely lucky with some people who have become (essential). I don’t think the company is running out of them. But we also had our hiccup part.”
“We are here to change the perception of window treatment.”
Move further in 2025, co-founders are delighted with continuous growth and next time from Everhem collaborations.
“Collaborating with the designers was one of our huge goal,” said Haley. “This allows us to always stay in the field of interior design, which makes our consumer base obvious which is at the forefront of each decision we take. We are here to change the perception of window treatment. This can be complicated and confusing, but it is such an important aspect of the interior design, and many people do not realize it.”
Everhem has just launched its product MATTERSTICK SHADES with Annie Meyers-Shyer, who manages the Instagram account This oak house. The company also recently announced a partnership with the artist Carly Kuhn to offer exclusive fabrics and patterns.
Image credit: Everhem graciousness. Of the Carly Kuhn collaboration.
The co-founders have learned a lot over the years spent building Everhem, and one of their best advice for aspiring entrepreneurs hoping Start companies Theirs is simple but essential: do not look at income from day to day – or even month per month.
“This can drive you crazy, especially when the economy is in force,” said Adam.
Haley also highlights the importance of believing in your vision. “If you have an idea of the launch of a company or an idea of a product that you want to launch in the company you have already founded, try it,” explains Haley. “Do it in a way that reduces the risk as much as possible, but go with your intestine and do not doubt yourself.”