JULISKA
Leadership Experience | Luxury Tabletop & Home E-Commerce
Led by Lauren Arrigo, who oversaw consumer marketing and e-commerce for Juliska, prior to joining Back Seat Lux. Included here as a leadership credential and proof of experience in luxury home marketing, not as a Back Seat Lux client engagement.
THE CHALLENGE
Direct-to-Consumer
Juliska was a retail and wholesale brand, sold through Neiman Marcus, Saks Fifth Avenue, Bloomingdale's, and 400+ independent retailers, and needed a direct-to-consumer channel.
Shifting Demand
Tabletop buying was shifting away from formal bridal registry sets toward casual living, gifting, and home-related occasions.
Online Research
Shoppers were increasingly researching online and relying on peer reviews before they bought.
Website Experience
The website needed to match the craftsmanship and quality of the product.
Retail Partners
Direct-to-consumer growth needed to complement, not compete with, the brand's retail partners.
Data & Analytics
Marketing decisions needed to be guided by data and analytics.
THE APPROACH
Leadership
Lauren oversaw Juliska's consumer marketing and e-commerce efforts end to end, building the brand's direct-to-consumer channel alongside its wholesale business. She led website UX/UI, digital marketing, data collection, and analytics, and mentored a team of four.
Going Online
The work happened as both sides of the business moved online. In late 2011, Juliska also began modernizing wholesale with an online ordering portal for its retailers and sales reps.
Changing Demand
The shifts she navigated, from bridal registries to casual gifting and from retail counters to online research, have only accelerated in the 15 years since.
THE RESULTS
