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Amanda Zuckerman is co-founder and president at home decor brand Dormify.
How would you describe your job to someone who doesn’t work in retail? I am the founder and leader of Dormify, where we help college students and young audiences make their living spaces feel like home. I started Dormify because I couldn’t find stylish dorm essentials when I was in college, and now our company creates and curates an e-commerce experience covering everything from bedding to decor that’s specifically designed for students. My job is all about understanding what students want and creating products that let them express their unique styles, plus leading marketing strategies and creative content that connect directly with students to make sure our marketing feels genuine and relatable.
One thing we can’t guess about your job from your LinkedIn profile? I spend a lot of time on TikTok! Most people try to minimize their time at work on social media in order to be “productive,” but the more time I can spend connecting with our Gen Z audience there and understanding their evolving preferences and trends of the moment, the better we can tailor our offerings to meet their needs. It’s all about staying in tune with what they want!
What’s your favorite project you’ve worked on? My favorite project I’ve worked on was opening pop-up shops in our key markets a couple years ago. With a scrappy budget and little experience, we opened retail stores in a showroom model (orders shipped home) in some of the most prominent shopping centers and malls in America. This was the most rewarding project because it involved a ton of work, but it was incredibly exciting to open the doors to your own brick-and-mortar stores and interact with customers face to face. We hired college students as stylists to work in the shops, and it was so much fun to have them work one on one with customers to design their dream spaces. I commend all the brands with a large physical retail presence—it takes more than a village!
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Which emerging retail trend are you most excited about right now, and why? One of my goals for Dormify.com has always been to replicate the experience of working one on one with a stylist, who understands what moving into a dorm room or small space is like, and AI allows us to do just that. We have the opportunity to support students and families in their shopping journey, no matter how they prefer to shop—whether through concierge-level styling services, personalized recommendations, or even just a checklist. AI will enhance the shopping experience, making it even more seamless and personalized.
What’s your go-to coffee order? I love an almond cortado when I need a quick pick-me-up, and a matcha latte when I want something to sip on all morning.
Worst piece of advice you’ve received? “If you build it, they will come.”
What was your favorite retail product when you were 15, and what’s your favorite retail product now? In high school, I really loved my orange LG slide phone, Coolpix digital camera, and Ed Hardy tees. Now, my favorites are my Dagne Dover Landon Carryall Bag, Krewe sunglasses, and my Theragun—I bring it with me everywhere.