“We want you to read Elle Decor in print or online. Whether you’re renovating or redecorating or decorating, it doesn’t matter—it offers you something no matter what you are doing,” Stellene Volandes, the publication’s editorial and brand director, tells host Dennis Scully on the latest episode of The Business of Home Podcast. This past March, Elisa Lipsky-Karasz joined the shelter magazine as its head of editorial content, and now the two lead editorial together following the departure of editor in chief Asad Syrkett last fall. Volandes, who is also editor in chief of Town & Country, joined Elle Decor in 2020 and is now fully immersed in both brands. “I’d known Elisa [and her work] for many years. … And I thought, ‘This is a perfect partner in crime for me,’” says Volandes.
The duo’s goal for the publication is simple: Make sure it feels current. “Elle Decor celebrated its 35th anniversary last year, which is incredible, and it has always been about finding design in every corner of the world. That won’t change,” says Volandes. “How it evolves will very much depend on how design and the world evolves. Because I think what is the most exciting thing for any media brand is to reflect the time and the world in which it is created.”
Also part of the plan: uplifting the talents behind the spaces the brand showcases. “This is a magazine that has always celebrated creativity and the people who bring all of these rooms to life. People live in these rooms. People made these rooms. People celebrate in these rooms,” says Lipsky-Karasz. “That’s something that we really want to bring forward. We talk about how creatives are our celebrities at Elle Decor, so that’s been something that’s been really exciting—to dive into this very rich world.”
Elsewhere in the episode, the pair discuss their editorial experiences, why they don’t see the media industry as being in crisis, what they hope their readers get from any given story, and how they craft and maintain a unique brand voice.
Crucial insight: When it comes to pitching, the duo urge designers and their PR agents to share as many details about a project as possible. “Even if the client is anonymous, tell us how you met, and what the challenges were. There was a project recently where we were really looking for something that told the story about the long game and about how patience is a virtue [in design],” says Volandes. “We came across this project that was extraordinary, and we placed it almost immediately because the designer was open with us about just how long it all took.”
On July 23, national sales training and business development expert Alison Mullins guides you through the process of visualizing your dream design client—and using data you already have to attract more of them. Click here to learn more and remember, workshops are free for BOH Insiders.
Key quote: “I disagree with the idea that the media is challenged. I think more than ever, we are all immersed in media in a more significant way than ever before,” says Lipsky-Karasz. “A good story is a good story is a good story. That story can come from anywhere. I love the idea that there are creators on Instagram and on Tiktok that are in [the design] space, [full of] ideas—those are part of our ecosystem too.”
This episode is sponsored by Ernesta and Thibaut. Listen to the show below. If you like what you hear, subscribe on Apple Podcasts or Spotify.
The Thursday Show
Last week, host Dennis Scully and BOH executive editor Fred Nicolaus discussed the biggest news in the design world, including the latest on tariffs, HD Buttercup’s sudden closure and whether the design industry needs more critics. Later, Lauren Hudson of The Wells Companies joined the show to talk about why she acquired Vermilion Rugs.
This episode is sponsored by Jaipur Living and Crate & Barrel. If you like what you hear, subscribe on Apple Podcasts or Spotify.Meanwhile, the week prior, Scully and Nicolaus discussed Airbnb’s ambitious expansion, a high-tech new model for lighting production and key takeaways from NYCxDesign. Later, interior designer David Netto joined the show to talk about his acquisition of rug brand Woodard Weave.
This episode is sponsored by Jaipur Living and Crate & Barrel.
