MYDOMAINE: Tell us about Everything but the House and what inspired you to join the team.
MANDANA DAYANI: Everything but the House is a digital estate sale platform—we are currently in 20 cities and hosting nearly 200 sales a month on our marketplace. I fell in love with the company because, as an avid vintage collector, I’m now able to shop the greatest estate sales around the country from my own bed (and without having to wait in a line at 5 a.m.)! Our 500-plus employees help sellers maximize the value of their collections and provide a full-service solution by doing all of the work: sorting, marketing, photography, and delivery to buyers.
MYDOMAINE: You were vice president at Rachel Zoe for five years. How has that experience served you in your role at EBTH?
MD: Working at Rachel Zoe was one of the most invaluable experiences of my life! I learned so much from Rachel and Rodger Berman about how to manage a team, and to build and grow a brand. I initially joined RZ to launch its contemporary collection, and then worked to drive the company’s initiatives in business development, digital media, strategic investments, licensing, publishing, endorsements, and television production.
MYDOMAINE: What does a typical day in the life of a chief brand officer look like?
MD: I start work at around 7 a.m., usually on conference calls with my colleagues at our headquarters in Cincinnati. My 1 1/2–year-old wakes up by 8 a.m., and with my husband, we all walk to Starbucks for our morning fix (a blueberry muffin, a double short latte, and a grande decaf drip—I’ll let you guess which one belongs to the toddler). If I don’t have a morning meeting, I’ll meet my brand team at our office in West Hollywood by 9 a.m. We spend the day working through questions and projects that every emerging business faces: everything from what is our content marketing strategy and how we can improve our user experience, to partnerships that can grow our community.
MYDOMAINE: Who is the target customer at Everything But The House?
MD: One of the most interesting parts of working on this brand is that we draw from a really broad audience. Niche collectors, vintage fashion hunters, and anyone looking for a great deal on jewelry, art, tableware, antiques, and mid-century furniture. What they all have in common is the desire to discover unique, one-of-a-kind items.
MYDOMAINE: So, every item on the site really starts at $1?
MD: Really! It’s a bidding structure: Everything starts at $1, lasts for seven days, and there are no reserves. It makes the entire process of buying an item so exciting (and addictive).
MYDOMAINE: What is the most extravagant item you’ve seen for sale on the site?
MD: Well, we’ve sold some amazing items like vintage cars and a Warhol of Mick Jagger, but I get really excited about some of the important furniture, like pieces by Adrian Pearsall and Eero Saarinen or a Hans Wegner Peacock Chair, in perfect condition! We also recently sold a full set of Dansk Jette Flatware by Jens J. Quistgaard.
MYDOMAINE: What sets EBTH apart from other vintage marketplaces?
MD: It’s the only platform in the world that services and sells estate sales on such a large scale. The sense of voyeurism that comes with being able to browse and discover an entire collection, coupled with the competitive experience of an auction, makes our site unique and fun! Every one of our pieces has a personal history, and I am so fascinated by what people have collected and why. We’re also really proud that we are able to provide a trustworthy and seamless service to so many people. You can sell anything: that decorative tray you scored at Barneys, that much-complimented tufted ottoman, your mom’s amazing suede swing coat, even your Vitamix—and we do all the heavy lifting.
MYDOMAINE: What is your most treasured vintage possession?
MD: My first Courrèges space age dress.
MYDOMAINE: What’s at the top of your dream vintage wish list?
MD: An original Fortuny dress.
MYDOMAINE: What’s your decorating cheap thrill?
MD: Vintage books and pottery.
MYDOMAINE: Please share your best productivity hack:
MD: Do the least desirable things first in the morning, or they will not get done.
MYDOMAINE: Final words to live by.
MD: Always deliver more than expected.
Have you ever bought from an estate sale? Share your experience with us in the comments below.