When you get the chance to take a tour of Rebecca Minkoff‘s closet, you don’t pass it up. Her gorgeous space did not disappoint thanks to Laurel & Wolf, a virtual interior design company. The innovative service transformed her walk-in closet from a “mess,” as she once called it, to a chic fashion oasis showcasing her stylish clothes and accessories. And it was all done online.
Rebecca Minkoff’s closet before (left) and after (right) her Laurel & Wolf makeover.
Laurel & Wolf offers affordable design services by virtually connecting clients with interior designers. After taking an online style quiz about their space, budget and style, clients get a digital customized style board, a detailed shopping list, a floor plan and instructions to help transform their space. The process is perfect for busy women like Minkoff.
We spoke with the company’s CEO and founder Leura Fine about working with Minkoff, upgrading our own closets and why virtual interior design is the wave of the future. Click through the slideshow below for our exclusive interview, along with a tour of Minkoff’s upgraded closet.
Images: Courtesy of Laurel & Wolf
Rebecca Minkoff's Closet Makeover
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Rebecca Minkoff's Closet Makeover #1
theFashionSpot: How did you come to work with Rebecca Minkoff?
Leura Fine: We were actually introduced through a mutual friend! Rebecca was inviting female CEOs to her fashion show and reached out to my friend for introductions. I've always been a big fan of Rebecca's work, so I immediately offered Laurel & Wolf services for her home.
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Rebecca Minkoff's Closet Makeover #2
tFS: Can you walk us through the collaboration process from start to finish?
LF: Rebecca went through the process that all of our clients go through. She took a style quiz, uploaded photos/dimensions and told us about the space. She then selected to work with one of our top designers Lucinda Pace and they were off to the design races. Rebecca is incredibly busy, so it was perfect that she could work on the entire project virtually. At the end of a long, crazy day, she could work with her designer on Laurel & Wolf instead of having to find time to meet in person as you would with a traditional designer.
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Rebecca Minkoff's Closet Makeover #3
tFS: How did you ensure that the design reflected her personal style?
LF: The design process is incredibly collaborative and our platform ensures that no detail or preference gets lost. We have fun, easy tools to indicate to the designer what you like or don't like and you can also share inspiration images, chat and more! We knew that we would be able to create a space for Rebecca that would embody her spirit and style and show off her incredible clothes, bags and shoes!
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Rebecca Minkoff's Closet Makeover #4
tFS: Once a closet is designed, what are some tips for keeping it organized?
LF: At least once a year you should asses your wardrobe. What did you wear? What is looking a bit run-down? What doesn't fit and may never fit again? Then you divide into donate, store or keep in the closet. Keeping things organized is the first key to great design. Also, there are great ways to display your items (like in a boutique) that are not only functional, but also beautiful. You can see examples of that in Rebecca's closet with the way we laid out her bags and jewelry.
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Rebecca Minkoff's Closet Makeover #5
tFS: What are some simple ways to refresh your home space?
LF: Small decorative accessories are great for instantly updating and transforming a space. Throw pillows, decorative objects, books, candles and flowers are inexpensive and can make a very dramatic difference. In great design, the devil is in the details. A lot of people can get through choosing some of the larger furniture items, but then wonder why it doesn't look Architectural Digest-worthy and it is usually because it’s missing the fun, finishing touches.
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Rebecca Minkoff's Closet Makeover #6
tFS: What are the most common home decor mistakes people make?
LF: Most people don't understand scale, so often furniture is wildly missized for the space. Coffee tables too small, sofas too big. Layout is also a challenge for most people. A great designer can easily solve these challenges.
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Rebecca Minkoff's Closet Makeover #7
tFS: Name some home decor rules that are made to be broken.
LF: That everything has to be one style. Most people today love to live in spaces that are unique and that feel more collected. And no one should EVER buy a five-piece matching bedroom set (the bachelors out there are notoriously guilty of this).
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Rebecca Minkoff's Closet Makeover #8
tFS: What made you venture into virtual interior design?
LF: As an interior designer myself, I had seen firsthand how the traditional interior design world was incredibly flawed. Most people can't afford the service at "in person" rates and there are challenges with working in person, such as not wanting to hurt or offend people's taste or ideas, issues around scheduling meetings, wasted billing on travel time, among many others. For designers, it is always challenging finding new clients and often designers don't make as much money as they should on projects due to the intensely personal relationship that exists between designers and clients in the offline world. We wanted to create a place that would provide quality and protection on both sides of the market. Designers get to do what they love, which is design, and now, an entirely new market of Americans can access quality interior design services for their homes and businesses.
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Rebecca Minkoff's Closet Makeover #9
tFS: What's the most challenging and rewarding part about working in virtual interior design?
LF: The most challenging part is ensuring that you properly understand the space through the photos and videos the clients provide. We often have to ask clients to upload clearer/better images to help the designers out!
The reward is that we get to design people’s homes and businesses all over the country. As an interior designer, it makes me so happy to see people's lives transformed through the power of great design and to see so many designers earning great money and doing what they love!
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Rebecca Minkoff's Closet Makeover #10
tFS: Why should consumers opt for virtual interior design over traditional services or just designing on their own?
LF: Traditionally, design has unfortunately often been an uncomfortable dance between client and designer. Clients choose a designer they like (not always necessarily the one with the best aesthetic) and then designers often present very expensive options that may or may not be to the client’s taste or budget. Our model solves the pain point of finding and working with a designer who matches our clients’ personal design aesthetic and at a rate that is affordable. Through our platform and process, customers feel understood by the designers and aren't as nervous about designers pushing them into making design decisions they aren't comfortable with or pushing their budgets past what they can spend.
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Rebecca Minkoff's Closet Makeover #11
tFS: What can fans expect next from the brand?
LF: We are launching an exciting new mobile product in 2016 as well as end-to-end services, such as turn-key installations. You can design your home digitally, go to work and come home and it’s all been installed. We like to make magic happen.
