Spent 6 months building a homeware brand from scratch.

I launched with 47 SKUs, thinking more options meant more sales. Wrong. After tracking data, I realized 80% of revenue came from just 12 items. Wall mirrors and ceramic vases were the unexpected winners.

What worked for us: focusing on pieces that solve a real problem. Not just "pretty things." Practical decor that makes daily life better. A planter with drainage holes. A mirror that actually brightens a dark hallway. Candle holders that don't tip over.

Our conversion rate jumped from 0.8% to 2.4% when we shifted from "look at this" to "here's how this improves your space." We're now at £12k MRR with a lean inventory.

The hardest part? Ignoring the pressure to be everything to everyone. We stuck to our niche—stylish homeware that's actually useful—and it's paying off. Some of our best sellers are the simplest: coasters that absorb condensation, photo frames with easy backings.

If you're building in home decor, resist the urge to overcomplicate. Solve one problem beautifully. That's what Infinity Decor taught me.