In Part One of our coverage of #LuxeLaunch2015 we launched into several tabletop design concepts from the event, sharing tabletop design inspiration. In part deux we sit with Dahlia Wexler, owner of Luxe Linen, to gain a little more insight into her brand as well as discover the importance of event showcases, which was evident in her decision to host three large showcases which spanned the Southern California region over three consecutive weeks.
Marcus Gray: How would you describe your brand?
Dahlia Wexler: I think our name, Luxe, says it all. We are a luxury special events resource for linens, table runners, napkins, pillows and overlays. Our goal is to become one of the leading luxury linen rental companies in the United States.
MG: Who is your target audience?
DW: Our target audience consists of other businesses in the special event industry. These business influence or make linen decisions for their clients. They also bring us repeat business. The typical customer we target includes florists, event planners, event production companies, high end caterers, high end venues and DMC’s.
MG: What is the benefit in using live events to re-brand your company?
DW: A live event allows us to personally connect with the audience and at the same time allows the audience to experience our fabrics. Linens, which are textiles, can be experienced on several levels — visual and tactile. And to really appreciate them you need to see, touch and feel them. A live event is the perfect medium for our rebranding because our guests can see the linens in action (on design tables), see the range of new fabrics (via our Great Wall of Fabric) and experience the quality. We branded to bring our name in line with the upscale nature of our new fabrics.
MG: In your opinion what are the best practices for target marketing?
DW: Reach your clients where they live. So for us that means Instagram, Twitter, Facebook and of course a party. Social media is the communication medium for the special event industry. I don’t know a single planner who doesn’t use Instagram or Facebook to document their work. So, a best practice for us is understanding and investing in the communication medium our clients use.
And now more photos from Luxe Launch to quench your design inspiration thirst.
The Midtown Lounge
Q&A With Clint Upchurch of Extraordinary Events and Doyle Borden of Doyle Borden Event Style conducted by Kristin Banta of Kristin Banta Events:
KB: Was there a story or inspiration behind what you’ve done today?
CU: At Extraordinary Events, we aren’t in the wedding or social market. So when we were asked to be included, we thought let’s do something a little masculine and a little corporate. Mad Men just debuted their final season and so this is a mid-century masculine conference corporate look. Doyle Borden of Doyle Borden Event Style helped collaborate on the concept.
Linen: Harland Onyx | Napkins: Houndstooth
Love in the Air