by Nicole Neder

Upholstery has been considered a skilled trade since ancient Egypt. It furnished the courts of Louis XIV, survived the Industrial Revolution, and outlasted every trend that tried to replace it. You know your craft, but have you been using its history as a marketing tool?

In this session, we look at the history of upholstery as a trade, a craft, and a cultural symbol, and then we get practical: how do you take that history and use it to market your work, connect with buyers, and set your shop apart? We'll move into how cultural memory, nostalgic marketing, and brand storytelling can help you attract the right clients and build a brand that reflects the full weight of what you do.

You'll leave with a new way of thinking about your work and a set of tools ready to put into practice.

Key Points:

• What is The Sales Toolbox and why do upholsterers need it?
• The importance of learning about the origin of the furnishings/techniques used, to showcase knowledge
• Social media and marketing tips
• When do you need help from a professional marketing specialist?

About Julia:

Julia Reinert is the founder of The Lifestyle Historian™, a consultancy devoted to cultural storytelling, nostalgic marketing, and the strategic use of historical memory in brand building. Her background spans history, international relations, journalism, and more than two decades in marketing, brand strategy, and event planning. She partners with businesses across design, the decorative arts, fashion, hospitality, and lifestyle to uncover the stories already embedded in their work and use them to connect more meaningfully with customers.Her core conviction is that nostalgia and cultural memory are among the most underutilized tools in sales and marketing, and that the brands willing to reach into history will earn the kind of loyalty that modern tactics alone cannot manufacture.

Missed the National Upholstery Association’s August Webinar? Click here to watch it!

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