A shop for furniture that does not exist until someone orders it, so every fabric and measurement lives on the page.

Forty-five of the sixty-six products carry the name of a stone, every sofa included. None comes in a single finish, so every cloth and dimension had to be shot and specified before the shop took its first payment. I designed the brand identity, and designed and built the shop.

A monogram, a pair of lockups, and a tag that survives being knotted onto furniture.

The identity and everything it goes on, plus a shop that takes cards. Tables, beds, ottomans, sofas and chairs, each with its cloth choices attached, alongside the journal, the questions page and the project write-ups.

The same pages have to sell one chair to a passer-by and present a hotel fit-out to a developer.

Which is why both sit at the same level in the menu rather than one nested inside the other. Buying a footstool takes you nowhere near the commissions, and asking about a commission takes you nowhere near the sale rail.

Call the business after a stone and the products name themselves. Tanzanite, Peridot, Onyx, Agate.

Furniture is form plus cloth, and nobody signs off on one having seen only the other.

So each piece is photographed in a setting and each cloth is photographed alone. Scale comes from the setting, colour from the sample, and anyone picking Onyx has seen both before the order goes in.