Melanie Kalfaian is CEO and Founder of What A Host Home, an online destination for modern handcrafted décor. Melanie’s background in luxury brands has given her the expertise and eye for quality and detail to create a beautiful range of unique home accessories for modern homes, with a focus on table and kitchen items built to last. Melanie is involved in every aspect of the design process making sure each piece captures the elegance and functionality that her brand is all about. Melanie works with artisans and her hands-on approach means that every item she creates has a story of both quality and ethical production, www.whatahost.co.uk
Can you tell us a little about your background and your company?
I’m Melanie Kalfaian, the CEO and founder of What a Host Home. We specialise in designing and creating unique, handcrafted home accessories, with a focus on table and kitchen items built to last. I’m personally involved in every step of the design process, making sure each piece captures the elegance and functionality that our brand is all about.
We’re not into mass production; instead, we put a lot of care into crafting each item, from candelabras to cutlery, to bring a special touch to modern homes. We work with artisans from small villages in India and bustling East Asian markets, preserving traditional craftsmanship and supporting local communities. Our hands-on approach means that every item we create tells a story of both quality and ethical production.
What inspired you to start your business?
The inspiration for What a Host Home is deeply emotional and personal. Growing up in Argentina, Sundays were a sacred tradition. My grandmother would set an amazing table to welcome our family, lighting candles and beautifully arranging napkins, creating an atmosphere that made us feel truly special. That sense of warmth and dedication left a lasting impression on me, and I’ve been replicating it whenever I host. While I don’t have children yet, I hope to pass this tradition down to them. I want them to feel the same awe I did as a little girl at my grandmother’s table. It’s a tradition I aim to preserve, and I’m determined to create home decor that helps others do the same.
How did you create awareness for your brand?
Building awareness is definitely a long-term game. My first step was to create a website, captivating imagery, and a social media presence that truly embodies the spirit of the brand (one that I’m genuinely proud to share with others). I think that awareness begins in your own mind. If you’re happy and convinced that you have something worth showing, the rest of the world will see it that way too.
Also, last year, I made the decision to stop hiding behind the brand and show my face: revealing myself as the person behind the scenes! That visibility led to very interesting partnerships and connections. Networking has also been crucial. I have at least two calls a week with other founders and attend 3 in-person events a month where I meet incredible people. These connections have led to great opportunities.
What strategies helped you secure funding and scale your business?
I haven’t raised funding yet. So far, What a Host Home has been entirely self-funded, and I prefer to keep it that way until it becomes absolutely necessary. I’m very conservative with risk. My goal is steady growth, not a fast track to potential downfall.
In terms of scaling, it’s been about building brand awareness and driving organic traffic to our website as much as possible.. I wish someone had told me earlier that the first priority isn’t running ads, but building the organic side of your business. Focusing on organic growth sets a solid foundation that makes your paid efforts more effective. It’s a long-term strategy, but it’s paying off. Social media also plays a key role in engaging our community and boosting visibility. I am also currently exploring affiliate marketing, as I believe it could be a key strategy for growing businesses.
This way, we’ve managed to double our sales every year in the B2C segment. The B2B side is also growing, with key clients in the hospitality industry and a developing network of interior designers, architects, and retailers.
I need to say that the more you grow, the easier it becomes. You can raise prices and optimise production costs as you scale, and the key for me was delegating logistics to a fulfillment company, which allowed me to handle a greater volume of orders while focusing on strategic tasks like partnerships and digital marketing.
What have been your biggest successes so far?
One of our biggest successes has been our partnership with PlasticBank. This collaboration is part of our broader commitment to sustainability, helping reduce plastic waste and protect oceans. What makes it even more rewarding is the positive impact it has on both the environment and the communities we work with. Through this partnership, we are not only contributing to cleaner oceans but also providing job opportunities to local people, empowering them to be a part of the solution. It’s inspiring to see how this initiative is creating a ripple effect, benefiting both the planet and the lives of those involved.
What challenges have you faced, and how did you overcome them?
Like many businesses, I initially struggled to see the bigger picture. Basically, understanding the full customer journey and prioritising what REALLY mattered. It’s easy to get overwhelmed and lose motivation when you don’t have a clear horizon on where you’re going or WHY you’re doing the things you’re doing. After four years, I can confidently say I’m beginning to understand how the whole system works. That was my first and biggest challenge.
For example, I once ran ads without having a solid email marketing strategy to bring customers back. It seems so obvious now, but at the time, it wasn’t clear to me. Nobody told me! I can mention many more mistakes I made just because I didn’t have a proper understanding of how e-commerce works.
I think it’s crucial to understand the customer needs and create a structure that makes sense, especially as a growing company. Of course, we may not always have the opportunity to do everything at once, so prioritising is essential. That’s why I always make a list of priorities and stick to it.
I also have a clear structure that I follow day by day, and I repeat it every week (believe it or not…). On top of that, I define an annual plan each December, setting goals and identifying key focus areas for each month, prioritised by importance. This is key because without it, you can easily get lost. Consistency is CRUCIAL, and having a daily routine helps me stay on track and focused on my goals. As they say: “A goal without a plan is just a dream”. Having this structure also helps me stay calm and avoid getting anxious about what other companies are doing. I design my own journey and direct my energy toward one thing at a time.
Also, one of the best decisions I made was joining the Buy Women Built community. It’s become my safe space. I only wish I’d found them sooner! Whenever I have questions or need guidance, I turn to them and always find the answers I need.
What are your plans for the future?
We’re continuing to grow and strengthen our B2B relationships, especially with interior designers, home stagers, and architects in the UK. We’re also focused on scaling sustainably while maintaining the quality and uniqueness of our products.
What advice would you give to aspiring female entrepreneurs?
Don’t be afraid to ask for help and build a support network. You don’t have to be 100% ready to start, you just need to have a direction and start. The answers will come along the way. And, most importantly, get ready to make mistakes. It’s all part of the journey, and it’s an amazing one!
What are your top three tips for entrepreneurial success?
- Show yourself. People want to connect with the person behind the brand.
- Focus on sustainability and purpose. It creates long-term value beyond just profit.
- It’s essential to learn at least the basics of finance and how to manage a proper cash flow. The success of any company relies on this fundamental understanding. You can be the best in your field, but that’s not enough.
Who are five people who inspire you the most, and why?
- Emmie Faust (Founder of Female Founders Rise). Incredibly inspiring and empowering for women entrepreneurs.
- Matt Williams (Founder of Greenspark). His commitment to sustainability has shaped our practices and made sustainability more accessible for emerging brands.
- Siddhi Mittal (Co-Founder of yhangry). Her generosity and journey from scratch to scaling have been incredible to watch.
- Daniella Raffa (Founder of Mama Shack). She’s further along in her journey and always transparent and helpful with advice.
- Sophia Amoruso (Founder of Nasty Gal). I’ve been following her journey for years.
What are your favourite inspirational or motivational quotes?
- “A goal without a plan is just a wish.” – Antoine de Saint-Exupéry
- “Success is the sum of small efforts, repeated day in and day out.” – Robert Collier
- “If you don’t have a plan, any road will do…”
Where can our readers connect with you?
You can connect with me through the following platforms:
- Instagram: @WhatAHostHome
- LinkedIn: Melanie Kalfaian
Website: What A Host Home
