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From the bedroom to the boardroom: a creative partnership between SFERRA and All the Best Blog
Sep 22, 2009

SFERRA, a multimillion-dollar fine linens company, and Ronda Carman, Founder of the widely-read All the Best Blog, www.AlltheBestBlog.com, recently joined forces in order to focus attention on SFERRA’s new Lose Count™ campaign and raise the company’s profile within the design community and among design conscious consumers at large. In an effort to demystify thread count and educate consumers about quality linens, the Lose Count™ campaign aims to educate the consumer as to how one determines the quality of their linen purchase without relying on thread count. “It has always been my policy to only blog about an item, product or service that I would own or use myself,” Carman said. “The partnership has helped me turn my blog into a bespoke business. I plan to continue offering specialized event planning and marketing services to companies I can truly recommend and personally get behind.” As SFERRA’s brand ambassador, Carman has planned launch events in both Los Angeles and New York using her A-list of design contacts to put together parties that will host a who's who cast from the design community, including special guest Kelly Wearstler in Los Angeles. “I have always seen my blog as a platform for educating, championing ‘all the best’ and supporting the design community at-large. I see this campaign as an important educative program that will help people learn that they can have the best without over-spending. It has been exciting to throw myself into the campaign,” said Carman. “I trust Ronda’s opinion. She is a professional,” said SFERRA President Paul Hooker. “SFERRA will certainly benefit from Ronda’s support and in turn it give us a unique opportunity to make connections in the circles of influential, industry shakers who Ronda has assembled. These are the people who will come to know us personally and use our products.” Carman, with the support of Hooker, recruited a list of celebrity design judges, including Vincente Wolf, Kelly Wearstler, Amanda Nesbit, Nathan Turner, Todd Romano and Michael Devine, for a ‘Best Bedroom Contest’ on her blog. The winners will receive SFERRA fine linens and their work will be published on All the Best. “It has been great to see Ronda put together this campaign so quickly,” says Hooker. “Frankly, I’m not sure how she does it all while still writing her blog.” Long before Carman joined forces with SFERRA, she made a conscience decision to build her own brand, develop relationships with respected industry icons and most importantly, earn the trust of her readers. “Our partnership may seem like a textbook definition of viral marketing, but I believe we are creating a new hybrid. There is a natural match between the blog and the company. We have developed a real relationship of respect and trust,” said Carman.

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