SME News Q1 2024 / 26 Effetto: A Profound Effect on the World’s Interiors Effetto is an emerging global online marketplace that specialises in providing customers with unrivalled access to the finest contemporary, vintage, and antique design and art, sold by reputable sellers the world over. Best Global Design Publication Company 2024 – UK recipient, Effetto has earned this title for Effect Magazine, a publication that runs alongside its offerings and focuses on exploring and documenting key events in the industry, running everything from spotlights to profiles and the issues facing the sector. We have the pleasure of speaking with Marketing Director, Rachel Taylor, who tells us more about the company’s unique industry standing. With Effetto, buyers can access a marketplace with unrivalled professional tools that empower them to manage multiple projects, particularly useful for interior designers. For sellers, utilising Effetto’s marketplace means harnessing its power as a useful marketing tool for their own business, with the company boasting such renowned sellers as Todd Merrill Studio from New York and Butchoff from London. On the back of this, Effect Magazine has seen partnerships with such interior designers as Kathryn Ireland and Greg Natale, many of whom have created specific collections for Effetto. At the centre of Effetto’s business aims is a drive to be the marketplace of choice for unique items, connecting like-minded buyers and sellers and being the starting point for lasting partnerships. In short, Rachel tells us that Effetto strives to be “A marketplace where collectors, interior designers, or design-lovers can find one-of-a-kind pieces from anywhere in the world.” While the majority of online marketplaces follow a click-tobuy business model, Effetto’s lead-generation model enables buyers to have as much or as little contact with a seller as they want. It is no surprise then that the business is driven by the core values of relationships and quality, with the prioritising of real, human relationships in an online setting, bolstered by a deep connection to those in the industry around the world. The quality of the pieces for sale speaks for itself, and as Rachel explains, “Galleries on the marketplace are the most ground-breaking and prestigious in the world; the pieces curated are the finest examples of their kind, and they are presented on a marketplace that enables professional buyers to source with ease and confidence.” Effect Magazine serves as the digital embodiment of these values, an independent voice that spans the horizons of design, art, architecture, and luxury lifestyle, both supporting and inspiring the industries that Effetto is proudly a part of. In addition to this digital offering, a yearly coffee-table book, Effect, is published as a compilation of some of the magazine’s premier articles throughout the year, with these books having already solidified themselves as collector’s items and an accurate reflection of the innate quality that radiates across the Effetto brand. Effetto is as unique as the products that grace its marketplace, with these one-of-a-kind, historic articles fetching an average price of £10,000. By focusing on its clients and not chasing the mass market, the business has carved out a major space in the market, coming with the added bonus of commission-free purchases. Rachel tells us: “Sellers are strictly vetted and by invitation only, and they are the very best contemporary galleries, vintage emporiums, and antique dealers in the world.” Its buyers are equally cherished, celebrated for their keen eye for detail and fine art. Treading new ground, Effetto has succeeded where others have failed, successfully establishing a foothold for the fine design industry in the online sphere, something that was previously seen as unattainable due to the value and trust inherent in the process. In our increasingly online world, buyers expect to be able to get exactly what they desire from anywhere on the planet, something exacerbated by the pandemic. This, combined with the company’s business model and proven track record, highlights its effectiveness and status as a business designed to capitalise on the next phase of luxury design. Addressing the next five years, CEO Carmine Bruno states: “We are ambitious, and we have a growth plan, but it is based on a stable and sustainable business model.” He adds: “With the benefit of investment, we are poised to grow exponentially in size while remaining sustainable.” Director of Editorial & Content Peter Martin, who is Editor-in-Chief of Effect Magazine, has this to say regarding the receiving of this title: “It is a testament to our relentless striving for excellence, the tireless work of our journalists across the world, and the uncompromising emphasis our company places on quality, authenticity, and relationships.” Contact: Rachel Taylor Company: Effetto Web Address: www. effetto.com | effectmagazine.effetto.com
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