Form Paper Co. is an online company offering commercial-grade, peel-and-stick wallpaper designed “for those who aren’t afraid to go big or bold,” says founder Dala Al-Fuwaires. “All our patterns are vetted and approved by an interior designer, making high-design accessible and affordable. Our peel-and-stick wallpaper breaks the mold with curvy contours and statement-making color schemes that bring instant designer drip into people’s homes, offices, and commercial spaces.” And she notes the products are 100% U.S.-made “in my home state of Arizona.”
The company officially launched in July 2021. The idea was born in March 2020, during the first lockdown of the COVID-19 pandemic, as Al-Fuwaires began to see the pandemic’s effect on her interior design firm, House of Form, which serviced the hard-hit hospitality industry. She was also driven, she says, “to solve the challenges I personally experienced when looking for stylish, high-quality and affordable wallpaper.”
She brought to the endeavor a service-based sales mindset from her five years growing House of Form, but found e-commerce an entirely different beast. “So, I put immense effort into educating myself on this new (to me) world and relying on the experts around me to help me make wise decisions.”
Quoting New York Times bestselling author Neil Patel, “Your brand is your purpose,” Al-Fuwaires shares, “I had to spend intentional time diving deep into why I was interested in developing a product prior to jumping into the excitement of designing the actual product.” Working through the discovery phase of generating a new business idea led her also to a determination to pair her desire to make high design accessible with her need to help the planet, and her company includes the “Buy One Plant One” program: “For every product you purchase, Form Paper Co. will plant a tree on your behalf.”
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