It’s no secret that the influencer economy has been slow to find a foothold in home. There are reasons for that: Influencers tend to traffic in categories full of easy-to-ship impulse buys like fashion and beauty. Age also has something to do with it. More than half of the global Instagram population is 34 or younger (TikTok’s audience is far younger)—it’s a demographic that is only now getting serious about sofas. But influencers from the world of fashion and beauty have already been eyeing the home space, looking to cross over.
Among them is Christie Tyler, a New York fashion and lifestyle blogger turned model with just over 487,000 followers on Instagram (@nycbambi). Tyler has long had an interest in interior design, but it wasn’t until 2020 that she decided to make it a part of her day-to-day when her soon-to-be sister-in-law asked her to do the photography for Vollective, a vintage resale platform that she had launched with jewelry as the primary product category. After about five months with Tyler on the team, and some successful jewelry sales, the two expanded into vintage homewares under the same brand umbrella.
“I was immediately on board because interior design is my second passion, and I was already sourcing vintage and unique items for my own apartment,” says Tyler. “Now, I do half of the sourcing for each collection and all of the photography and marketing. It’s been so lovely to dive into a passion I have never really thought about [as a business opportunity] and watch it grow.”