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The Spark of Genius Series highlights a unique feature of startups and is made possible by Microsoft BizSpark. If you would like to have your startup considered for inclusion, please see the details here.
Name: Homemint
Quick Pitch: A site that makes suggestions for your home décor based on your personal taste.
Genius Idea: Cutting the time it takes to find unique pieces for your home by working with small companies and artists to get great pieces to you on a budget.
Your taste has probably changed since college. No longer do you wear ratty T-shirts in public, nor should you still have concert posters tacked to your ceiling.
Homemint makes it easy to keep your home a reflection of the current style.
While you may want to hang on to those posters, and they may in fact be beautifully designed, you might prefer to have them framed and hung on your wall.
Homemint was started by the ubiquitous Justin Timberlake and stylist Estee Stanley. Stanley built her career in fashion styling before moving to interior design. Timberlake was her client before becoming her business partner. Together they decided to create a service that took the hassle out of shopping for your home.
They work with largely unknown designers and artists to ensure that your home is a unique reflection of you. The pieces range from rustic to contemporary and all are things you won’t find at Target.
To begin, take a quiz to determine your taste. Each question aims to find out more about your taste in detail. A person who prefers spending time in the kitchen is going to have different items suggested than someone who enjoys hanging out in their living room.
From there you will be shown items from several categories including:
- Homemint Private Collection – Their line of textiles, bedding, towels, etc.
- Collaboration – Their line of home accessories, think storage baskets, pottery, etc.
- Unique Finds – Their carefully curated collection of rugs and tchotchkes
- Art – Limited edition prints from low profile artists
Throughout the different categories you’ll find everything you need to make your home a reflection of you – except furniture. While there are a few ottomans and chaises, if you’re looking for something more substantial like a sofa or bed, you’ll need to shop elsewhere.
Each item is given two prices, one for members, the other for non-members. A Homemint membership is $9.99 a month.
If you do decide to become a member, your monthly fee will be credited to your account for the following 90 days. If you don’t purchase anything during that time, it may not be worth it, but if you do you can save $10 in addition to the already discounted price.
Items offered range from kitchenware to bedding and rugs. So, if you’re thinking about buying something larger, a rug for example, you could save hundreds of dollars if you’re willing to become a member. If it is approaching the end of the 90 day period, you could buy something as basic as a Scandinavian Wooden Spreader –- they come to $4.99 each, so buy two and you won’t lose your $10. Alternately you could “save up” and buy something more substantial.
Is this a service you would use? Share your thoughts in the comments.
Series Supported by Microsoft BizSpark
The Spark of Genius Series highlights a unique feature of startups and is made possible by Microsoft BizSpark, a startup program that gives you three-year access to the latest Microsoft development tools, as well as connecting you to a nationwide network of investors and incubators. There are no upfront costs, so if your business is privately owned, less than three years old, and generates less than U.S.$1 million in annual revenue, you can sign up today.
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I’m not completely convinced this genere of home decor would really work for mass scale e-commerce. Gilt Home works very well because they are discounting high end brand name items that savvy shoppers are already familiar with for the most part. However, with the right user experience, there is an opportunity for disruption in this area of e-commerce.
The subscription model is greedy. Deliver the service, develop a base, and monetize the interest / activity. Money up front rarely works anymore, especially with a limited use non-necessary service.
Would definitely use it if the visuals are good, and lots of visual, few text..If it is a mix between Pinterest and Fab.com, I am def up for it!
Not gay at all.
What is that supposed to mean??
Timberlake, Kucher and Decaprio all seem to be getting into the .com business over the last few year just something I have noticed.
How come there’s no mention of LA-based Beachmint here as the backbone behind the entire project? Great startup with another great product release.
I like the questionnaire, it helps me to pinpoint exactly what I do like. So often I shop for my home based on what’s popular, not what I am comfortable with. And I think most people who are design-phobic are intimidated by the decorating process. This simplifies it. Nice job, Justin and Estee!