CHICAGO— In February, Meyer U.S. teamed up with Ayesha Curry, cookbook author and star of “Ayesha’s Homemade,” to be the face of its newest celebrity lifestyle brand across a range of housewares categories. Curry will be joining a lineup of celebrities that includes Rachael Ray and Paula Deen. Her housewares line is targeted towards a middle-class Millennial consumer market.
“The Ayesha Curry consumer is in prime household creation years, often with a young family, and has a design aesthetic that is eclectic, sophisticated, welcoming, and on-trend. We believe there is an opportunity to better serve this new and growing consumer across many housewares categories with a design and personality that is uniquely Ayesha,” said Darrin Johnston, managing director of Meyer U.S.
Curry recently spoke exclusively to HOMEWORLD BUSINESS® about what she feels the Millennial shopper is looking for, how the housewares segment can better serve them and how they will change the game moving forward.
HomeWorld Business: You’re a Millennial designing for Millennials. What is your take on the housewares market for the consumer group? What is it doing well? What can it do better?
Ayesha Curry: As Millennials, we are always looking for ways to reinvent the classics and elevate them— find a small change that makes a big impact and ultimately simplifies life in some way. My goal is to take all of the classics that many of our parents have owned, loved and cherished for decades and make them better. I want my consumer to look at my product and say, “Hey, my mom uses something like this but I love this color and how sleek this cast iron is. I’m going to buy this.”
HWB: What marketing strategies do you feel appeal to that Millennial shopper? What marketing strategies influence you?
AC: Instagram is awesome. The fact that you’re able to connect with an audience and your followers’ followers within seconds is incredible. To be able to curate your brand and be in total control of what content you’re putting out into the world is such a luxury. Social media is a paramount form of marketing when it comes to the lifestyle and housewares consumer.
HWB: How important is it to create an authentic, total brand experience for Millennial consumers?
AC: This is so important to me. Storytelling can take you leaps and bounds. I feel that it’s extremely important for you to experience what it is you are purchasing before you ever open a box. At the end of the day, your consumer wants to feel connected to you and feel like you relate on a deeper level. Especially when it comes to them wanting to implement a piece of you into their home.
HWB: What was important to you when you were creating and developing your housewares line?
AC: The quality is what’s most important for me. I want people to know they’re purchasing quality product when they hear my name. I want the products to withstand heat and the test of time. I truly believe that you should be able to purchase affordable cookware that not only looks gorgeous, but is also functional and easy.
HWB: Your collection is very much an extension of yourself. Why do you feel like that is important to the Millennial shopper?
AC: The fact that I am a Millennial offering up products to Millennials and others is such an honor. I feel that I know firsthand what a newlywed couple is going to want in their new kitchen, or what new parents are going to want to implement into their home for their new little family. I have two little girls and have been married going on six years now. I feel that I, along with the rest of the people within my generation, are all trying to figure out this thing called life. How fun is it that I get to be a part of so many people’s journeys now? I’ve put my heart into this collection. From the handles, to the colors, to the thickness of the pans. It is truly all me. It’s real. I think that’s what people are looking for. They want to see the passion and heart in a product. It’s what connects us.
HWB: What design trends are your favorites? How did you play off of these trends for your housewares line?
AC: I love when fashion, beauty and home collide. All of these things are a direct reflection of who you are. I am loving cool neutral tones that can be implemented into any design style. I also love the yearly Pantone color announcement. This year, it’s a muted mossy green color. I think it’s important to pay attention to the trends in fashion and beauty and play off of that when it comes to the home. Classic with a twist.
HWB: You put a lot of emphasis on family and family values. How do you feel like this helps you relate to your customer base?
AC: My whole motto from the time I was old enough to make decisions for myself was just to be the best version of yourself. Stay true to yourself and stay true to your values. This is what keeps me going on a daily basis. Not succumbing to the world around me and just living a positive and healthy lifestyle all while loving my family. I feel that young families just want something reliable, real and positive to relate to.
HWB: What’s your favorite recipe to make and why?
AC: I love making the Mama Alexander’s Brown Sugar Chicken from my book The Seasoned Life. It bakes off in the oven and is the perfect balance of sweet and savory. It truly reminds me of my childhood as my mom would make it at least once a week.
