A Day in the Life of Anjana Mohanty: Director of Roostery


Written by trendbible

1 December 2016

Roostery image

Founded in 2015, Roostery is building its unique brand as a home decor marketplace for creatives who want to see their own surface designs printed onto a wide array of custom-made home décor products. In this post we speak to Anjana Mohanty, director of Roostery, about what it’s like to be a part of the growing Roostery brand.

Firstly, could you tell us a little bit about the brand…

At our core Roostery is a home decor brand. We currently offer eight products, ranging from cocktail napkins to occasional chairs, and plan to continue our development into other upholstered furniture, window treatments, aprons, tablecloths, bedding etc over the next year. Our customers can customize all of our products by choosing  from our vast design marketplace, any of our curated “medleys,” or uploading their own design to Spoonflower.

We are built on top of the Spoonflower platform, which connects us with thousands of independent artists and a staggering 350,000+ indie designs. Spoonflower is the industry leader in ultra-short run textile printing. Being part of the Spoonflower family of brands allows us to manufacture our custom products in a scalable, on-demand manufacturing process, from customer order to arrival on their doorstep.

Our value proposition is two-fold; to put power back into the hands of the consumer and to support a global community of independent artists. Be your own product designer and create truly one-of-a-kind pieces through uploading your own designs or choosing from the largest indie design marketplace available. Roostery is where personal expression comes home to roost.

What is your role at Roostery?

Director of Roostery. I joined Spoonflower for the opportunity to start Roostery and have had oversight of all facets of the company so far: choosing a name, hiring a team, building our initial website, marketing, product development, etc – an incredible amount of fun and stress.

What does your typical day include?

Things stay pretty exciting around here, so I can’t say that I have a “typical” day. For example, yesterday I split my day writing a tablescape round-up for our blog and data-diving into competitive research. Today my main priority has been our end of month accounting reconciliation, fielding questions from my teammates Kate & Dylan, and doing this interview! Other days include ensuring that our printed fabric shipments get out the door and to our manufacturing partners, investigating new products and partners, creating mockups for our website, and creating specifications for new features.

Roostery image 2Holli Zollinger, Crystal Walen

With so much choice already available to consumers from major retailers, why do you think personalisation is important?

I think personalisation continues to be important because it plays to core human desires: wanting to stand out from the crowd, be unique, and have something no one else has. Surveys have indicated that 30-35% of consumers have an interest in, and are willing to pay a premium for, customised goods. In the world of home decor products, Roostery satisfies these desires in a way that no major retailer can.

While the personalisation and customisation is the “hook” for our products, we design and test each product with an eye for quality. Roostery products go beyond novelty custom printing and offer quality furniture and home decor. I can confidently say that I would purchase (and have purchased!) Roostery products for my own home.

Roostery and its sister brands have successfully built a community around design. Do you think it is this that has helped make your brand a success?

While I am hesitant to call Roostery a success this early (we are still babies!), I definitely feel that the design community has been instrumental to the success of Spoonflower. All designers make a commission when their designs are sold on a product, whether that be fabric at Spoonflower, pillows at Roostery, or a dress pattern from Sprout. Furthermore, Spoonflower hosts challenges and giveaways to incentivise the community and power the design marketplace. In terms of community engagement, we’ve received quite a bit of feedback from the Spoonflower community; their helpful insights have been integral to our building site improvements, new product offerings, and defining our next steps as a company.

The ability for the Spoonflower platform to connect and support a global network of designers elevates the product offering, widens its audience, and engages a customer base that shares the same ethos.

What are your top 3 favourite designs from Spoonflower at the minute?

That is a tough one – with more than 200 designs added every hour, it is so difficult to narrow down! At the minute, I’m going to go with:

a.     Victorian Flowers on Vines by Daria Rosen
b.     Vintage Poppy Sienna by Holli Zollinger
c.     Diamond Ikat Black and White by Crystal Walen

Click here to read our previous post where we discussed sustainability issues with President of Spoonflower, Allison Polish.

Stay tuned for more expert opinion pieces on our blog, or alternatively, track our social feeds; PinterestTwitter and Instagram, where you can also follow our seasonal trends. 


We were impressed with the quality of the individual coaching. Not obtrusive or interfering, but genuinely steering the team to target objective.

Mayborn Baby & Child


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