Interview: Susan Feldman, Co-Founder of Homeware and Lifestyle Flash Sale Site 'One Kings Lane'
By Geoffrey Brown
It's often said that home is where the heart is, but, sadly, your friends won't be comfortable if you don't have a sofa or some chairs. And heart won't help you if you want to cook yourself some dinner. But furnishing an apartment can be a costly, time-consuming process. Enter One Kings Lane, a members-only emporium where you can find anything from frames and candles to Persian rugs and vintage furniture. And don't worry about getting yourself there and lugging your newly-purchased loot back home, it can all be done with a mere point-and-click from your currently-humble-soon-to-be-extraordinary abode. We caught up with Susan Feldman, a founder of the flash sale site, who decided to produce an online marketplace where there's no hassle, no bidding, and there's always a sale.
OUT: Where does the name One Kings Lane come from?
Susan Feldman: When Ali (Alison Pincus, co-founder and chief partnership officer) and I started this business our main concern was the name: What was it going to mean and what did we want to stand for? We thought of a place with nice streets and beautiful homes. We thought about how the lower the house number is, the better the house. We talked to family and friends and they threw in their suggestions and eventually settled on One Kings Lane. It was what we wanted and dreamed of.
How did the idea for the website come about?
I moved to LA seven years ago from New York. I was moving into a house for the very first time and totally home-obsessed. I was sifting through home stores one after another. Nothing on the Web was really interesting or captivating. Online stores lacked something unique. The products were there, but it was just all the same. I wanted something new, something that was inspiring. I decided that I would start a flash site that had everything in one.
What's your favorite part about your job?
Where do I start? I love what I do so much—it’s about coming up with a vision and then being able watch that vision turn into a reality. I get to travel a lot and I love discovering new objects for the website and sharing them with our customers.
Do you have any tips for men in terms of home decor?
Tips are not male or female specific. However, I believe that you're never really "done" with your home. It's best to add layers to your home, and splurge on the unique finds that will withstand the test of time. You'll find other things as you go along. It’s a great way to be creative and infuse art into the mix as well.
For men, do you feel like less is more in their home?
It depends on their individual aesthetic. I always say when you walk out of your home you should take one thing away. It's just like that rule for your outfit—when you walk out the door, you should take one thing off. It all depends on what you like—modern, traditional, colors, texture, location—and then how you arrange everything.
If you could furnish anyone’s house who would it be and why?
Barbie’s Malibu dream house. She needs a little bit of an update and I can see the potential and where it could go.
What were you doing before you launched One Kings Lane?
Originally, I started in retail. I received my MBA and ended up retailing in New York working in wholesale in apparel where I learned so much—how to sell, deal with people, and the ins and outs of the business.
What are some tips that you can give to men when decorating their space?
Start from scratch and remember you are never really done decorating your apartment. The best things to do are acquire things, start collecting art, books, and the like, and then make that a focal point to the rooms. Allow your home say something about you.
What do you feel makes your website stand out?
The way we present our website to our customers. It’s a luxury site for homewares, and we present it and prepare it that way. Every day you can come to our website and make the dreams you have for your home into a reality. We have items from Morocco, China, Europe, and so many other places. We're doing all the work and all you have to do is click. We make everyday a treasure hunt for our customers.