Elevating Odette Furniture’s Online Presence with a Custom eCommerce Website

12 Mar 2024
Retail & E-commerce



Odette Furniture is a young, family-owned lifestyle furniture brand based in Birmingham, Alabama. They wanted to create an online presence to complement the unique elegance of their thriving flagship showroom in High Point, North Carolina.

They entrusted Jola with this undertaking as they wanted to work with a partner who understood their vision, had experience launching and scaling tech for successful furniture companies, and build a website powerful enough to engage their various B2B partners.



The Challenge:

  • As a new B2B brand that has already built credibility among High Point furniture enthusiasts, Odette wanted a website that matched their design sensibilities and brand identity.
  • It was important to digitize their catalog, to expand their reach in the addressable market.
  • Odette’s website also needed to have robust abilities to support transactions with their B2B customers – which are of various types, including wholesalers, retailers, and designers.


The Solution & Features:

  • A beautiful website that captured the designer vision of the founding team at Odette.




  • Account Approval to engage various tiers of partners
    • Users are able to register on the website and seek approval from the Odette team to become partners. Pricing tiers are assigned based on the user type (eg. wholesaler, designer 1, designer 2).
  • Customer’s Own Material (COM) feature for Fabric Customization
    • The team built a form that allows fabric customization with image upload, fabric details, and specific frame compatibility for a simplified quote process. Jola created a very intuitive flow to initiate the request, incorporating image upload, fabric details, and specific frame compatibility, ensuring a seamless user experience.


Hays Vogtle, Director of Operations at Odette said the following when asked about his experience of working with Jola:


“Working with Jola has been a great decision for Odette! Our account manager, Erin, always goes above and beyond expectations. Building a website was new territory for us! We greatly appreciate all of the sound advice from the Jola Team. Our site is sophisticated and customized, but still user friendly. We feel that Jola did a great job capturing our brand image!”

Hays Vogtle, Director of Operations



  • Dynamic tear sheets
  • Emphasized Antiques Section:
    • A dedicated section for one-of-a-kind antique furniture was strategically emphasized, showcasing Odette’s unique offerings. This section not only highlights the brand’s diverse product range but also caters to clients with a penchant for unique, timeless pieces.
  • Dynamic events section
    • The High Point Market Events section on Odette’s website is a dynamic feature that aims to elevate user engagement, especially during the prestigious High Point Market events.
    • Key components of the High Point Market Events section include event listings, speaker profiles, and schedule overviews.


The collaborative effort between Odette’s design vision and Jola’s expertise in crafting robust B2B e-commerce websites resulted in a beautiful and powerful business platform. This platform will be Odette’s number 1 tool in expanding the reach of their business across the country.

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