The Why:

When print shelter magazine Domino folded in 2009, a substantial backlash ensued from its fiercely loyal customer base left without access to attainable design. Meanwhile, the print publishing industry as we knew it had begun to collapse as readers started to favor a more accessible medium: digital. To fill the void and test the waters of a new publishing frontier, I partnered with two co-founders to concept, write, and launch Lonny Magazine, the premier digital shelter magazine, with 100% original content.

The Articulation:

Known for of-the-moment home decor made accessible, Lonny democratized design through an entirely new digital format—integrating both editorial storytelling and shoppability into a singular content experience. Going beyond the standard blog format, it replicated the elevated magazine experience while appealing to Millennials’ design sensibility: a mix of high-and-low made possible on any budget, earning a fast and loyal readership. Editorial features with notable industry designers including Kelly Wearstler, Celerie Kemble, Cath Kidston, Bunny Williams, and Albert Hadley secured its position as a leading shelter publication, inspiring a new wave of digital magazines like Rue and Matchbook, as well as a Traditional Home’s digital spinoff TradHome, made in partnership with our team.

The Response:

Within the first year, we landed 250k readers and 10k hits daily, slotting Lonny as the market’s top digital shelter magazine and resulting in venture capital support. After reaching 1.4M unique monthly readers and 30M page views per issue, we sold Lonny to Livingly Media in 2012. Today, it continues to be a veritable, highly-regarded brand and industry resource for accessible home design.

Please see full issues below.