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Amy Crain’s journey from the hallowed halls of House & Garden magazine to founding ROOM is one of sheer passion, unmatched vision, and a profound commitment to excellence. Over 26 years, ROOM has evolved from a groundbreaking catalog into a highly respected, sought-after brand, serving discerning clients, interior designers, and architects worldwide. This is the story of a designer who has not only built a business but has shaped a movement in curated, bespoke design.
Amy Crain’s love for design began long before ROOM existed. It was cultivated at House & Garden, where she worked closely with iconic designers and artisans. With her architectural studies from Columbia University and a foundation in the editorial world, Amy had a unique understanding of design and storytelling. She saw beyond just aesthetics; she saw the potential to make luxury accessible, beautiful, and, most importantly, personal.
One evening, Amy came home and told her husband, Shawn Miller, “I want to create my own magazine.” But unlike traditional magazines, this one would feature handpicked designs from artisans around the world, where readers could purchase everything they saw on the pages. With zero experience in business but a relentless determination, Amy dedicated an entire year to researching every facet of launching a company. She resigned from House & Garden and spent six months curating a collection, designing the catalog herself, coordinating with photographers, handling the printing logistics, and creating ROOM from the ground up. Shawn, recognizing her vision and dedication, left his career at Merrill Lynch to join her, focusing on the backend technology and finances to make her dream a reality.
Dubbed a “Magalog” by The New York Times, ROOM was one of the first to merge the allure of editorial design with a mail-order catalog’s accessibility. ROOM’s catalog was like nothing else—an editorially driven, visually stunning publication that combined the beauty of a magazine with the functionality of a retail catalog. Every piece was a work of art, carefully curated by Amy, reflecting her deep understanding of design. Each issue allowed readers to bring high-end, artisan-crafted furniture into their homes with just a phone call.
Amy’s years at House & Garden gave her access to artisans worldwide, allowing ROOM to offer exclusive, handpicked pieces, each carefully chosen for its craftsmanship, aesthetic, and uniqueness. ROOM’s catalog wasn’t a “typical catalog mishmash,” as Amy described; it was a curated collection that made a powerful statement about the evolving design landscape.
As ROOM’s reputation grew, so did the demand for a physical space. In response, Amy and Shawn opened ROOM’s first brick-and-mortar store, allowing customers to experience the craftsmanship and elegance firsthand. This move eventually led to the end of the catalog, as ROOM’s storefront became a bustling hub for trade clients and design enthusiasts. The transition marked ROOM’s evolution, but the philosophy remained unchanged: to offer clients a curated selection of world-class furniture, lighting, and decor that embodied timeless design.
ROOM has always been about more than just furniture. It’s about Amy’s eye for design, her relentless pursuit of quality, and her innate ability to bring together exceptional artisans. Over time, Amy expanded her role from curator to designer. She designed her first piece out of necessity when she couldn’t find a bed that met her standards. This first creation became one of ROOM’s best-selling items, marking the beginning of Amy’s journey as a furniture designer. Today, she designs nearly 80% of ROOM’s furniture collection, while the remaining pieces and all lighting come from a select group of artisans curated by Amy herself.
Amy’s background in architecture, graphic design, and photography makes her a multifaceted talent. She designs every piece from scratch, down to the smallest detail. Every piece in ROOM is a testament to her expertise, her eye for beauty, and her meticulous attention to detail.
What sets ROOM apart is the emphasis on bespoke design. Every piece of furniture is made to order, tailored precisely to the client’s specifications. In the showroom, clients can explore a range of designs, each featuring different ergonomic elements—seat height, cushion fill, wood finish, and more—allowing them to find the perfect combination for their tastes. Once a design resonates with a client, ROOM’s team can adjust dimensions, materials, and configurations to create the ideal piece.
Amy’s approach to customization is simple yet profound: “Once your eye loves a design, the rest is just math.” ROOM’s mastery of materials and form allows for endless possibilities, from creating sectional sofas with precise dimensions to designing dining tables in custom sizes and finishes. Amy and her team guide clients through each decision, ensuring that every piece not only meets but exceeds expectations in beauty and functionality.
ROOM’s commitment to excellence has made it a go-to resource for designers and architects. With nearly three decades of experience, ROOM offers a seamless experience that makes it invaluable to the trade. ROOM’s pricing is transparent and consistent, with fixed trade discounts across the board, ensuring that clients know they’re getting the best value. ROOM’s philosophy is clear: the price is the same, no matter where the piece is purchased, allowing the brand to focus entirely on service and client satisfaction.
For designers, ROOM is more than just a vendor—it’s an extension of their team. ROOM takes on the logistical complexities, from quotes to order management to final delivery, freeing designers to focus on their creative work. ROOM’s approach is simple: “Treat us as one of your team members.” With unmatched expertise in product sourcing, logistics, and customer service, ROOM ensures that every project goes smoothly, from start to finish.
ROOM’s success is built on a foundation of trust, quality, and exceptional customer service. Amy and Shawn have always prioritized long-term relationships over one-time transactions. This philosophy has fostered a loyal client base, with many designers and architects returning year after year for their projects. ROOM’s approach to service is uncompromising: if something goes wrong, they’ll make it right, no matter the cost. This commitment to customer satisfaction is what has enabled ROOM to thrive for 26 years, growing steadily through word of mouth and repeat business.
Today, as ROOM embarks on a new phase with a redesigned website, Amy and Shawn are reconnecting with ROOM’s editorial roots. The new website captures the original vision of ROOM’s “magalog” days—bringing an editorial, story-driven approach to a digital format. With detailed product descriptions, design stories, and an immersive user experience, the new site honors ROOM’s legacy while embracing the future of digital design.
Amy Crain is more than a designer. She’s a visionary who has built ROOM with a singular dedication to beauty, quality, and service. Her journey from creating a groundbreaking catalog to designing a new digital platform is a testament to her adaptability and her unwavering commitment to excellence. ROOM is a reflection of Amy’s talents as a designer, curator, and entrepreneur, but it’s also a reflection of her deep respect for her clients, her artisans, and her team.
ROOM has thrived because it is more than just a business; it’s a legacy built on passion, precision, and an unwavering dedication to customer happiness. Amy Crain’s ROOM is a place where every piece tells a story, every client is valued, and every project becomes a part of an extraordinary journey in design.
This editorial is part of The ROOM Discovery Experience™. © ROOM. Unauthorized reproduction prohibited.