101 Guide on How to Start a Homeware Brand: Lessons from ellementry

One of the most profitable and popular trends of the year has been homeware. According to Pinterest's 2025 prediction, 55% users spend their time on the app, thoroughly studying and taking inspiration from curated themes based on home decor, cutlery, crockery, furniture, and more. Alas, this trend is not limited to Pinterest, but has now garnered the attention of doomscrollers on Instagram. Well, if you're someone who's aspiring to start their own homeware brand, then this is your moment! From initial investments, marketing tactics, to requiring certifications and challenges, this article is your holy grail. Grab a book and a pen, as in this 101 guide, we break down the ABCs of how to start their own homeware brand with lessons from the founders of ellementry. 

In 2018, Ayush Baidfounded ellementry with Riddhima Baid as Co-founder and Design Head. The brand was born out of a simple yet powerful idea: to bring handcrafted Indian artistry into contemporary homes. Ayush, fascinated by the timeless beauty of Indian craft, noticed that while the skills existed, the way they were presented in modern retail was often outdated.

“ellementry was born from the belief that functional objects can also be beautiful. Everyday living can be elevated through mindful design,” says Ayush. For Riddhima, the vision went beyond products. “Our journey wasn’t just about selling products; it was about reviving traditional techniques while making them relevant for today’s lifestyle. If your business has a strong ‘why,’ decisions become easier, and the connection with your audience feels authentic,” she explains.

From opening their first standalone store to expanding internationally, ellementry’s milestones — like introducing sustainable packaging and creating a strong e-commerce presence — became lessons in adaptability, scalability, and staying true to their purpose. In this 101 guide, we explore how to start a homeware brand for every aspiring entrepreneur. 

What You Need to Know Before You Start

What kind of person is usually drawn to this business? Most founders in the homeware space are deeply passionate about design and the art of homemaking. They enjoy creating meaningful, warm spaces. But passion is just the starting point. You must ask yourself:

• Am I ready to balance creativity with operations?
• Do I understand my customer’s lifestyle and buying behaviour?
• Can I manage the challenges of production, supply chains, and finances?

As Riddhima puts it: “Passion alone isn’t enough. You need to build or acquire skills in operations, marketing, and finance. That’s what sustains a creative idea as a business.”

What skills or tools are helpful?

• Business planning: Budgeting, forecasting, and pricing strategies
• Digital marketing: SEO, social media, and e-commerce growth
• Customer empathy: Understanding how your products fit into people’s daily lives
• Design and product knowledge: Creating items that are both beautiful and functional

Tools that help early on:

• Shopify for online sales
• Canva or Figma for design mockups
• Trello/Notion for project management
• Instagram and Pinterest for market research and visual storytelling

Is it scalable or best as a side hustle? Ayush believes in starting small but thinking ahead. “Start with passion and proof of concept, then build scalability into your plan. If you begin as a side hustle, focus on validating demand. Once you see consistent traction and a clear business model, you can scale strategically without burning out or overinvesting too soon.”

Brand Identity

USP (Unique Selling Proposition):

• For ellementry, the USP was clear — blending artisanal Indian craftsmanship with modern functionality. This gave them authenticity and relevance in a cluttered market.
• Your USP could come from: Materials (eco-friendly, locally sourced).
• Techniques (reviving fading crafts).
• Aesthetics (minimalist, maximalist, or festive).
• Functionality (storage-friendly, multi-use, or space-saving).

Target niche:

Start narrow before expanding. Some niches to explore include:

• Sustainable and eco-friendly living
• Festive gifting
• Minimalist modern homeware
• Luxury artisanal decor

Ways to identify your niche:

• Conduct surveys with friends, family, or online communities
• Observe customer behaviour on Instagram and Pinterest
• Look for gaps in gifting, everyday essentials, or trend-based categories

The Setup 101

• Initial setup requirements:
• Sourcing: Build strong partnerships with artisans or manufacturers
• Equipment: Invest in reliable production tools and quality checks, even at a small scale
• Legal: Register your company, secure necessary licenses, and trademark your brand name
• Packaging: Branded, eco-friendly packaging enhances perceived value
• Approximate investment range: Online-only, small batch: Rs. 13–15 lakhs.
• Physical store model: Rs. 35–45 lakhs upwards.

Ayush highlights the importance of testing before overcommitting: “Opening our first store was pivotal. It gave us direct insights into customer behaviour. But even before that, testing the idea with small pilots and limited products gave us the confidence to scale.”

Pricing and Positioning

• How to price products:
• Factor in all costs: raw materials, production, packaging, logistics, and marketing
• Add a sustainable margin
• Research competitors, but focus on storytelling and craftsmanship rather than undercutting.

Common mistakes:

• Underpricing: Trying to lure customers with low prices harms long-term sustainability
• Ignoring brand positioning: Prices should match your story and perceived quality
• Hidden costs: Returns, discounts, or marketing often go unaccounted for

How to stand out in a crowded category:

Educate customers about the craftsmanship behind your brand. Share stories of artisans, sustainable practices, and how your product makes life better or more beautiful. Where to Sell"

• Ideal sales channels:
• Instagram and Pinterest for visual discovery
• Own e-commerce website as the central hub
• Curated marketplaces like Tata CLiQ Luxury, Nykaa Fashion
• Pop-ups and exhibitions for real-world interaction and feedback

Marketing Playbook for This Category

What kind of content works:

• Behind-the-scenes videos of artisans
• User-generated content and customer reviews
• DIY home styling tips with your products
• Instagram reels for high engagement
• Low-cost marketing ideas: Reels, unboxing, and packaging reveals
• Collaborations with complementary lifestyle brands
• Pop-ups, flea markets, and workshops

The Mistakes to Avoid

• Common pitfalls: 
• Overstocking inventory before testing demand
• Undervaluing design and packaging
• Spending heavily on fancy store interiors before building traction

Lessons from ellementry:

“Start with a pilot, whether that’s a pop-up or a small batch. Real-world feedback is the best teacher,” says Ayush.
What not to spend on early:

• Oversized product runs
• Big advertising budgets
• Unnecessary office space or large teams.

Growth and Scale

When to turn it into a full-time gig, once you’ve seen consistent demand for 6–12 months and can’t manage with your current setup. What scaling looks like:

• Bulk orders and supplying stockists
• Creating catalogues for wider distribution
• Launching more standalone stores
• Building a strong team for operations, design, and marketing

When to invest in a team and website:

As operations grow beyond the founders’ bandwidth. A professional website becomes essential once your range diversifies. Sustainability as a driver of growth: “Sustainability isn’t just a trend — it’s a necessity. From locally sourced materials to plastic-free packaging, every step counts,” says Riddhima. Customers today want to align purchases with their values, making eco-conscious design non-negotiable.