Persona
The story behind Red Velvet Beds
The Path to Red Velvet Beds — Part 1
It all started pretty simply.
When I was a kid, I made my first wooden stool — I just needed something to sit on, and for some reason decided I could build it myself. No plan, no instructions, just curiosity.
After that, I got hooked.
I started making small wooden things — spoons, simple tools — and even selling them to people around me. I was always working with my hands, trying to understand how materials behave and how things come together.
Later, I chose to study woodworking more seriously, and that led me into real production. I even worked on projects connected to the aviation industry, where precision and attention to detail really mattered.
After that, I spent years in furniture manufacturing — kitchens, wardrobes, custom interiors. Just building things people needed for everyday life.
At some point, I started my own business. It grew step by step. I tried different directions — from custom furniture to small mobile service points for repairs and battery replacements. Over time, those points turned into a small network.
And then COVID happened.
That’s when I realized that everything I had built was completely dependent on offline. If people stopped coming — the whole system stopped.
So I had to pivot.
I moved into children’s bed production and focused on online sales. And surprisingly, it grew fast. Really fast.
We scaled — production, warehouse, multiple locations. The demand was there, and from the outside it all looked like a solid, successful business.
But inside, I still felt like I was operating within limits.
No matter how much effort I put in, there was always a ceiling — financially, creatively.
And I knew this wasn’t where the story ends.
Soon, everything changed.
The Path to Red Velvet Beds — Part 2
At some point, everything I had built was gone.
The business, the production, the infrastructure — all of it.
I moved to the United States and had to start over from scratch.
We slowly rebuilt things. Step by step. Found a way to restart production, rebuild the team, get back into the process. And even after everything, we were still producing hundreds of beds.
But that’s when I saw it clearly.
The model itself wasn’t working.
It required too much effort for too little return. Too much volume, too many limitations, and not enough freedom in what we were creating.
So I started looking for something different.
Something more focused. More valuable. More intentional.
After moving to the US, I met a talented designer, and through that connection I discovered a completely different approach to what a product could be.
It wasn’t just about furniture anymore.
It was about creating a certain kind of space — something more private, more atmospheric, more intentional. A space where details matter, where the feeling matters more than the appearance.
That shift changed everything for me.
I stopped thinking in terms of quantity, and started thinking in terms of meaning and experience.
And that’s exactly how Red Velvet Beds was born.
