While the former interior designer Danielle Queiroz found her passion in curating the perfect spaces for her clients, building a tech-driven design platform is a very different endeavor. The former designer turned entrepreneur metaphorically traded her paint samples for a business plan, but in reality, her creative eye and passion for design are the heartbeat of Studium Dekor, an e-commerce featuring designer bathrooms customizable to fit spaces of any shape and size is set to change how homeowners buy new bathrooms.
The Journey to Design Tech Founder
Queiroz’s interior design career started over a decade ago, working with property developers and private clients across the United Kingdom in 2010. Most projects demanded upscale luxury, meaning budget was rarely an issue.
The spark of inspiration for Studium Dekor did not come until 2019 when Queiroz’s best friend reached out for help redesigning her bathroom on a budget. Queiroz got to work crafting a modern space that still blended with the home’s Victorian roots. The tight budget project came with challenges, as Queiroz couldn’t use her usual suppliers.
“I had to source supplies and products from online retailers and local outlet stores selling thousands of similar products. While scrolling bathroom titles on the website of some faceless online retailer, she realized that unless a homeowner hires a designer or an architect, that overwhelming sourcing process is what every homeowner must go through to bring their bathroom projects to life,” Studium Dekor’s founder explains.
In her quest to validate a potential business idea, Queiroz launched a marketing campaign offering free bathroom design services. Within a short time, 180 potential customers signed up. She was unsure how she would turn her idea into a solid business, but she embarked on an exciting journey.
Queiroz visited dozens of potential customers’ homes to hear their stories and expectations. In 99 percent of the cases, Queiroz found homeowners with Pinterest mood boards filled with bathroom inspirations. But they were stuck and unsure how to bring those inspirations to life in their real bathrooms.
It was a long yet extremely inspiring journey. “I loved visiting potential customers and hearing their stories, design aspirations, and driving back home wondering how I could solve that problem,” Queiroz recalls.
Her passion for the problem she had found and the close iteration with many customers led her to create a solution to give people from all walks of life access to dreamy, Pinterest-worthy bathrooms without design fees.
From Interior Designer to Entrepreneur
From her initial campaign, Queiroz secured 16 bathroom projects, generating $225,000 in revenue. From that successful campaign and intensive customer interaction, she developed a new and innovative business model, and Studium Dekor was created.
Sometimes when explaining the concept, she compares Studium Dekor’s approach to the fashion industry, but without the waste: “Long gone are the days when people looking to buy new clothes would buy the fabric, the thread, the buttons, and other supplies separately. It’s been more than 50 years that we can walk into our favorite brands and choose our clothes from their collections—that’s fast, easy, seamless, and convenient.”
As Queiroz recognized, using the same process and the technology available, it’s possible to design collections of bathrooms sorted by style and budget. This makes them conveniently available for the consumer to choose from, saving them time, money, and a lot of conveniences. That’s what Studium Dekor proposes.
According to Queiroz, the bathroom remodeling process is fragmented. It makes the entire sector vulnerable to disruptions, and customers seek convenient solutions. “It’s time to modernize and redesign the customer experience in the home remodeling sector by creating products and services that add a lot of value and engage emotionally with the consumers,” she explains.
From selecting a designer bathroom to customizing the concept into the customer’s existing space with the help of a dedicated bathroom expert, Studium Dekor’s approach simplifies the sourcing, selecting, and buying of over 30 products into a simple and convenient process. It sets homeowners up for success so they can enjoy the results for years.
While clients are responsible for hiring their own contractor, Studium Dekor’s all-inclusive packages will cover all the necessary materials from plumbing, tiles, furniture, and blueprints for a seamless installation and certainty of outcome.
Driving the Joy of Design With Technology
While she recognizes her role as a startup founder, Queiroz identifies more as a passionate entrepreneur carefully balancing design, technology, and customer experience. Studium Dekor’s true innovation comes from its ability to engage clients through the design and storytelling process, using technology to drive that experience.
“I’m very passionate about the problem, but I’m also very passionate about the customer. Studium Dekor is about using design and technology to empower customers to love the spaces they live in,” she explains.
The company will start taking on clients in late 2023. Interested homeowners can sign up for more information about Studium Dekor’s launch at studiumdekor.com.