Elle Décor (USA)
MAGGIE HOLLADAY WAS AN editorial assistant at a fashion magazine when she started collecting design. There was no turning back. The San Diego native, who operates out of her apartment in New York’s East Village, quickly settled into a chic, minimalist aesthetic. “I buy what I like,” she says. “If I wouldn’t put it in my apartment, I’m not going to buy it.”
Her business model is thoroughly modern: She posts images of her offerings—anything from a Gerrit Rietveld Utrecht chair to a 1970s Vladimir Kagan sectional—on her Instagram account, while keeping almost 100,000 followers engaged with archival images of peaceful 20th-century interiors. She does not offer appointments: Purchases are made via her website (or direct message), aided by the detailed information she provides.
This month, Holladay is expanding her own furniture collection, which already includes a channel-back sofa in a creamy Italian bouclé, a dining table, and a marble chaise. For Holladay, though, a beautiful home is not just about standout design—it’s also about a personal touch. “People hide family photos because they want their spaces to be Instagram-friendly, but to me, those memories are the most important thing of all,” she says. claudehome.com