With hundreds of design-centric e-commerce sites selling everything from antiques to consignment furniture, one thing seemed to be missing in the market according to Guildery founders Shane Reilly (Decorati founder) and Kelly Berger (Tinyprints founder)—and that was fabric.

Shane Reilly and Kelly Berger

Officially launched this month, Guildery makes it simple for design enthusiasts to finish a room with color-coordinated fabrics. The company curates exclusive patterns from leading artists, then produces high-quality textiles and upholstered accessories on-demand. The printed fabric collections are bundled with color-coordinated solid fabrics and paints to offer consumers easy online decorating kits at mass-luxury price points.

“When it comes to home decorating, color and pattern coordination are the biggest hurdles for consumers,” said Reilly. “People worry whether items match or what they should buy to go with pieces they already have. We felt with technology, digital printing, and our community of artists we could create value.”

Guildery’s drag-and-drop shopping environment provides a visual experience often absent from the custom home sector. Consumers can customize pre-designed room looks made from the coordinating fabrics, or create their own look, save and share it.

“We wanted the brand to feel real, like a place, such as a bakery or factory,” said Reilly. “In a way, Guildery is a virtual place you can get something made.”

In addition, consumers can shop by color or style and find coordinating pieces. By shopping within the collections, consumers have confidence that the items, such as pillows, ottomans, drapery and lampshades will coordinate.

“We thought it would be interesting to flip the home decorating model on its head,” said Berger. “Consumers don’t need to search a catalog of products. Instead we offer sets of items produced on-demand that are guaranteed to look good together.”

The Guildery’s proprietary technology includes the Design Genome, which enables the organization of colors and patterns in a meaningful way. Rather than handling inventory, Guildery focuses on codifying, producing and personalizing a wide variety of design.

Guildery will continuously release new fabric collections and bring fast fashion to the home market. Currently, it showcases established textile designers such as Carolina George, Chris Barrett, Helen Rawlinson, MarujaNYC, and Simon+Kabuki, and discovers new design talent.

“We launched with only four types of products—pillows, ottomans, drapery, and lampshades (lamp optional),” said Reilly. “We have selected these items because they are key textile items that together will create a look.”