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Michael Aram Inc., Juliska and Kim Seybert partner to form The Guild (Home Accents Today)
Jul 21, 2009

Michael Aram Inc., Juliska and Kim Seybert have teamed togetherMichael Aram to form The Guild, an operational alliance to strengthen the three home brands while retaining the identity and independent product offerings of each. The partnership will enhance efficiencies through consolidated showrooms, advertising, systems, logistics and staff. The Guild enjoyed a successful soft launch at last week’s Atlanta market and will exhibit at the New York International Gift Fair next month. "There was a buzz that came out of synergy at the Atlanta showroom, since Michael Aram, Juliska, and Kim Seybert all share a point of view and appeal to many of the same customers,” Aram (photo, right) said. “Customers and sales representatives alike were thrilled to be able to work with all three brands in such close proximity." The Guild partners are taking a phased approach to expansion with plans to invite complementary brands to join the alliance in the future. Michael Aram CEO Sebastian Herald expects the partnership to give the brands a more prominent industry voice. “Traditionally, what people have purchased has been dictated by the very large and powerful companies that have been around for a century or more; now, consumers are relying more and more on boutique design brands to lead them to unique design-driven objects that have meaning,” Herald said. “The collaborative efforts of The Guild will allow us to continue to design these unique Juliskapieces, while establishing a singular, clear and more distinctive voice, essentially becoming a greater presence in the industry.” Artist and sculptor Michael Aram founded his company in 1989 based on metalworking traditions he discovered while visiting India. Aram’s diverse collections of giftware, tableware, furniture and home accessories are handcrafted using age-old traditional techniques. Juliska, founded in 2001 by David and Capucine Gooding, began as artful re-creations of historic European glassware from Prague and has grown to include tableware and decorative collections in ceramics, glassware, linens and lighting. Kim Seybert Designer Lifestyle Accessories, founded in 1998, draws on Seybert’s fashion design experience and passion for entertaining. Product categories include tabletop, bath and gift.

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