Today we’d like to introduce you to Annabel Inganni.
Annabel, please share your story with us. How did you get to where you are today?
After 9 years of work as a designer in the accessory and apparel industry, I decided to take the chance on something deeply personal and created Wolfum. Inspired by the traditional aspects of table linens (as well as influential product lines from Vera Neumann, Alexander Girard and Marimekko), I wanted to create items that were bold and timeless. Since my husband is a furniture designer and has a wood shop, we were able to experiment with different substrates until we landed on the perfect combination for our product. Our unique look stood out in the home decor market and we have been producing two collections a year since 2011.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
We have had equal parts ease and challenge. Since the product had such a strong aesthetic, we were fortunate to have a lot of success from the get-go. We were able to organically generate press and retail inquiries and worked with amazing companies that created opportunities to learn and grow. We have remained self-funded, which is challenging but rewarding, yet we continue to struggle with capital and cash flow. It still feels a bit touch and go and I personally struggle to remain positive at times, as it is a struggle to wear so many hats. The truth is that business is hard, and it takes time to grow and you must have a plan. We were basically reacting for the first few years, but now we have learned to consider a bigger picture and become more strategic.
Wolfum – what should we know? What do you guys do best? What sets you apart from the competition?
Wolfum merges traditional wood craftsmanship with digital print technology to incorporate traditional items into the contemporary home with a nod to vintage and a respect for modernity, eco-kindness and functionality.
Creating truly sustainable product means designing items that will stand the test of time. We aim to do this with quality materials and manufacturing, as well as tasteful and unique prints and colors.
Wolfum maximizes a clever fusion of print, product and process to offer our clientele US manufactured, heirloom quality home goods, which are at once aesthetically arresting and useful. Wolfum’s revolutionary technique of printing directly on wood reinvents how the design savvy, eco-aware shopper decorates and accessorizes their home.
We want to make people happy with print and color, we want to create a product that isn’t disposable and makes you stop and wonder. We aim to be arresting and accessible; vibrant and adored. Our combination of traditional woodworking craftsmanship and forward, proprietary printing technique set us apart in the home décor market.
Every item is lovingly made in Los Angeles, CA.
What is “success” or “successful” for you?
Success, for me, is evolving and still being defined. Being given the opportunity to grow, to make mistakes. to make my living as an artist, to work with my husband and to create beautiful items for people, feels successful. I am forever grateful that people support our work when I hear how people love the product, that is the ultimate reward. I am very proud of our employees and our culture and we are now working to set financial benchmarks, so that we can grow and create the full lifestyle line we dream of.
- Website: www.wolfum.com
- Email: email@example.com
- Instagram: wolfum
- Facebook: wolfum
- Twitter: wolfum