Lonny: ORIGINAL DIGITAL MAGAZINE

FOUNDING MEMBER & SENIOR WRITER

When print shelter magazine Domino folded in 2008, a substantial backlash ensued from its fiercely loyal customer base left without access to attainable design. To fill the void and capitalize on a shifting publishing industry, I partnered with co-founders MIchelle Adams and Patrick Cline to concept, write, and launch Lonny Magazine, the premier digital shelter magazine, with 100% original content.

Within the first year, we landed 250,000 readers and 10,000 hits daily, slotting Lonny as the market’s top digital shelter magazine and helping us secure venture capital support. After reaching 1.4M unique monthly readers, 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.

HOW WE DID IT

Focusing on design accessibility as our main goal, we created a book that inspired through aspiration yet felt achievable through attainability. Editorial features spotlighting tastemakers such as Kelly Wearstler, Celerie Kemble, Cath Kidston, Ruthie Sommers, John Robshaw, and more showed the reader what could be, while market pages with carefully sourced products enabled them to bring it to life. All in all, Lonny acted as a relatable design partner—one which empowered our community to create spaces they felt proud of, while helping them achieve their vision through easy shopability—proving that beautiful interiors aren’t only for the elite.